After the rain, Beijing seems to be a foreign land, with wonderful rainbows hanging in the sky. The beauty is outrageous. The circle of friends has spontaneously held a rain rainbow photography exhibition. This kind of day is only once or twice a year, but it will always leave a golden streamer memory in my heart.
In recent days, mobile phones have become restless again. Gartner and StrategyAnalytics, third-party research institutions, respectively released the first quarter mobile phone market data reports. In the two reports, Samsung, Apple and Huawei continue to rank in the top three, oppo ranks fourth, and the fifth position is different. The former reported Xiaomi in the fifth place and vivo in the fifth place.
According to the data of two third-party research institutions, Huawei, Apple and Samsung have formed a relatively stable high-end mobile phone camp around the world. Huaguoshan? Big three, oppo, Xiaomi, vivo, etc. The formation of the second echelon, the competition of the second echelon seems to be more cruel and fierce. Lenovo and other established giants may need a period of self-adjustment and will not have a big impact on the first and second camps for the time being. It will take more time for Lenovo's mobile phone to return to its peak.
The giants' tactical Committee
The rivers and lakes have been in chaos for a long time, the giants are in dispute, and the machine is not in Liao Sheng. The mobile phone industry is experiencing a series of reshuffle wars. Ranking doesn't mean everything, but there are laws in the rivers and lakes and a future destiny. Let this great warrior unveil the mysterious tactical chessboard of the giants for everyone.
Xiaomi is under great pressure. Personally, I think that Xiaomi's product strategy and marketing strategy lack changes, relying too much on the successful model of that year, failing to adjust quickly according to the changes of industry trends, and losing many opportunities.
Oppo and vivo used to focus on third-and fourth-tier cities, and Huawei's channels sank. They have begun to strengthen their entry into first-and second-tier cities, making efforts to enter the field of high-end mobile phones, trying to seize the opportunity and block Huawei.
Samsung is trying to take a younger route, but it is difficult to change marketing and channels as flexibly as domestic enterprises. S7 has given Samsung signs of recovery, but it must resist Huawei's upward impact.
Apple's product temperament and market desire fell sharply last year. Maybe iPhone7 can change, maybe it can't, because after the popularity of Android, the Android system experience will be greatly improved.
Huawei P9 Company has achieved great success. Holding hands with Leica is a very successful strategic cooperation and continues to maintain a high-speed growth trend. This is a remarkable achievement under the slowdown of global mobile phone growth, and Huawei's glory brand also shows the trend of product series expansion, and the whole Huawei is in an offensive state.
Can Huawei's dual-brand strategy continue to succeed?
At that time, Huawei upgraded the glory series to a glory brand and made it operate independently, which was a great success. When Xiaomi was the most prosperous, glory acted as a pioneer against Xiaomi and performed quite well. At present, the glory brand has become the leader of Internet mobile phones and is moving towards offline channels. V8, the first product of V series, has just been launched, and the glory brand is stepping up its attack.
Judging from the overall strategy of Huawei terminals, Huawei brands are mainly aimed at middle and high-end users and business people, while glory brands will pay more attention to young users. These two brands * * * enjoy the top technical success of Huawei Group, and they have done a good job in quality and technology.
In the past year, Lenovo, 360 and other manufacturers have integrated and reconstructed product lines and brand lines, and Gionee's IUNI project has also failed. The pattern of the mobile phone market has been relatively clear, most manufacturers have begun to be unable to support the dual-brand strategy, and the market is accelerating the reshuffle.
At this time, the trend of Huawei's dual brands has attracted widespread attention in the industry. Many colleagues think that Huawei may weaken the glory brand. However, judging from the launch of V8, the glory brand has not been weakened, but has been continuously strengthened. On the one hand, glory brand has established its own product temperament and brand culture, on the other hand, its sales volume is very good enough to support the healthy development of glory.
At present, Huawei's dual-brand strategy is the most successful among many manufacturers. Glory brand will undertake the strategic task of attacking opponents in the second camp such as oppo, vivo and Xiaomi, while Huawei brand will attack Samsung Apple on a global scale. Both brands have sufficient competitiveness and sufficient strategic growth space.
The battle of Huawei OV will be the protagonist of the machine war.
More than a year ago, in the domestic market, in addition to Samsung Apple, Huawei's main rival was Xiaomi. After 20 14 and 20 15 years, Huawei won an all-round victory, ranking first in China and third in the world. Now Xiaomi has entered the stage of self-adjustment and reflection, while oppo and vivo have shown a rapid upward trend. Huawei's main competitor in the domestic market has become OV. On the one hand, it is a dual brand formed by Huawei and Glory, and on the other hand, it is a twin sister born in BBK.
From the perspective of product positioning and price range, oppo and vivo also have fierce competition. Their product positioning is very similar, while the positioning of Huawei brand and glory brand is obviously different. In other words, Huawei's dual-brand strategy has formed all mainstream price range products, while oppo and vivo are concentrated in the middle price range. Huawei brand and glory brand will form direct competition with oppo and vivo. However, Huawei must strengthen the strategic position of the glory brand, let glory be responsible for fighting OV, and Huawei brand will concentrate on dealing with Apple Samsung.
Huawei's own strong technical R&D capability and strong patent system are strategic advantages, which is also an important prerequisite for Huawei's rise in the global market. In the global market, OV can be basically ignored, and the battle of Huawei OV mainly occurred in the domestic battlefield. The next move of glory becomes very critical and important. Glory V8 has matured in the use of 2K screens, preparing for the arrival of VR era, and by going up one flight of stairs in the technical trend, but glory has not yet dealt all the cards.
It is foreseeable that in the next few years, Huawei's dual-brand strategy will not be weakened, but will be strengthened, while attacking Apple Samsung and confronting domestic OV. On Huawei's tactical chessboard, it is the glory brand that really wants to fully confront OV. A subtle change is that the official Weibo is honored? Huawei glory? Became? Honor? This means that the glory brand will be more independent and will certainly bring greater tactical flexibility.
Glory may lay out two flagship machine product lines, increase product coverage and penetration, and launch an all-round attack on oppo and vivo. Since glory 7i, glory has released a strong signal to enter women's mobile phones, which can be seen as a prelude to fighting OV. After the launch of Glory V8, the media has revealed the information of Glory 8, which means that the battle of Huawei OV may change wonderfully, from the battle of Huawei OV to the battle of glory OV. Yu Chengdong deserves to be a master of games.
WeChat WeChat official account: Xiao Fang independently thinks about changing China