It is true that since the commercialization of 5G, it has been regarded as an opportunity for overtaking in corners by players in the market. It is only specific to mobile phones, but it is also far from the growth rate of shipments. On the whole, it is experiencing the competition between the cold winter and the incremental stock. Therefore, discussions like "Do small and medium-sized manufacturers still have a chance" and "How should the head echelon players hold their positions" are endless.
In fact, in addition to working hard on the mobile phone itself, mobile phone manufacturers are indeed thinking of various ways to attack the city.
The word "5G" must be standard in the first half of the year. Except for Apple's delay in releasing its own 5G iPhone, most manufacturers already have their own 5G works. Among them, some players have focused on the government and enterprise markets and launched various 5G mobile phones.
Yes, you are not mistaken. It is also a kind of personalized customization, which subdivides a market.
The latest action is vivo. At the beginning of May, the first G series government and enterprise 5G business office mobile phone vivo G 1 was released, mainly for government and enterprise staff, and the built-in dual-domain system is one of its biggest features. That is, it is divided into two systems: work domain and personal domain. Everyone does not interfere with each other, but they also specialize in their fields.
Taking the workspace as an example, enterprises can uniformly manage mobile phones, disable Internet access, manage uninstall applications, locate mobile phones and transfer files.
Whether viewed horizontally or vertically, it is more professional than ordinary mobile phones, more professional and more suitable for government and enterprise mobile phones. Prior to this, vivo said in public that opening up government-enterprise channels is an important strategic direction of vivo.
Coincidentally, at the same node where vivo launched the new machine, Meizu also said at the new machine conference that it would enter the government and enterprise market and make some personalized customization for the needs of government and enterprises, such as design, resource management and application management.
Going back in time, it is not just these two players who have long been eyeing the government and enterprise business.
As early as 20 18, Xiaomi launched government and enterprise services, mainly for customized mobile phones, intelligent buildings and Internet of Things communications. Similar to most players, Xiaomi's customized mobile phone is also customized in software and hardware, and there is also a dual-domain system that has both work and life functions.
Of course, where there is vivo, there must be OPPO. In April last year, OPPO launched the first exclusive mobile phone for government and enterprise users, which is also the main dual-domain system. Up to now, several customized series have been launched.
Earlier, players such as Huawei and ZTE had already entered the game. Government and enterprise mobile phones can be brand-new products originally designed for enterprises, or they can be customized by conventional mobile phones, with many operations and many players.
It can be said that this market created by the needs of government and enterprises has gathered all kinds of players. At the moment when the bayonet is red, it is not ruled out that more players will join it.
But on the other hand, cutting into the segmentation field is both a danger and an opportunity. There are only a few users in a specific field, and everyone has increased their prices. What is the logic behind this?
To a certain extent, government and enterprise mobile phones can be divided into "small and beautiful" camps, not for the public, but for customized mobile phones launched by the government and enterprises.
In recent years, players who have taken the "small but beautiful" route have all shined brilliantly. Just like Luo Yonghao's hammer mobile phone, it was called "the second best smart phone in the world" in those days, and attracted a large number of fans by the "artisan spirit". At least every press conference is crowded with people; On the other hand, there is also a Mito mobile phone aimed at the female market, which has killed a bloody road, with an annual sales volume of 847,000 units, which is its brilliant background.
However, in the end, the two are developing in opposite directions. One is to sell some patents to others, and the other is to license the brand to Xiaomi.
Therefore, for a long time, there have been many views similar to "small and beautiful mobile phones can't go far". Whether "small but beautiful" can go far is a difficult problem in itself. But from the track of their past fame, we can see that there is indeed a set of successful logic.
Specific to the mobile phone government and enterprise market, we can see two advantages:
First, the government-enterprise market itself is in great demand. According to the previous data, in 20 18, the domestic mobile phone market capacity of government and enterprise industries has reached 20 million, and there is still more than 80 million market space.
In other words, compared with the gradual saturation of the current mobile phone market, this market segment is still in incremental competition, and everything is thriving, waiting for you to explore.
Second, avoid direct confrontation with gunfire. At present, there is a trend among mobile phone manufacturers, which no longer sticks to the once rich positioning, but continues to extend outward, covering many fields and positioning. Take apples for example. It used to be a high-end mobile phone. In recent years, it has moved closer to the low end and launched the iPhone SE and iPhone XR series. Or let Redmi's independent Xiaomi continue to be cost-effective, while the main brand Xiaomi goes to the high end.
This means that if you directly face the public, whether it is the low-end market or the high-end market, there are many players and a lot of gunfire. However, in the government-enterprise market, directly targeting specific users, the market is broad enough, and there will still be great opportunities.
And looking at the whole business sea, through the government and enterprise market, countless players have taken off again.
For example, WPS experienced a downturn and then cut in from the B end. As early as 20 13, Jinshan WPS occupied nearly two-thirds of the total market share of government procurement in China. Rising, the former antivirus software, has turned its main business object into government and enterprises, and its exhibition service enterprises in official website have exceeded 654.38+million.
To sum up, it can be seen that mobile phone players are feasible in the government and enterprise market, no wonder there are so many players inside. First, there is a certain direction, and the key lies in what each family will do.
Of course, on a large scale, in addition to the trump card of government and enterprise mobile phones, mobile phone manufacturers have also developed many new ideas.
The original function of mobile phone is only as a communication tool. Who would have thought that many years later, it could become a magical little box with the functions of communication, surfing the Internet, taking photos and positioning.
Starting with smart phones, endless possibilities can be derived. Therefore, at present, when the market is saturated, most players start to play with their mobile phones and continue to extend outward. Let's see:
First of all, the battle of Lot began.
"Smart home", a term full of science and technology, has penetrated into our lives thanks to the progress of science and technology. Among them, represented by Xiaomi and Huawei, the layout is very fast. At present, when I open Xiaomi official website, I have seen all kinds of household appliances listed in it, which are connected in series through mobile phones to realize linkage. Huawei released the Glory Smart Screen last year, which is equipped with the HarmonyOS system independently developed, which is a great contribution to smart home.
Similarly, OPPO has put loT at the strategic level at the end of 20 19.
Second, the fierce "second child" has been released.
Compared with the early years when only Xiaomi owned the sub-brand Redmi, the current head echelon players have already adopted the sub-brand strategy. At present, in the list of the top four domestic mobile phone shipments, all have their own sub-brands, and they have adopted a two-line combat style. Everyone focuses on different directions to achieve complementary advantages with the main brand. For example, Xiaomi has Redmi, Huawei has glory, vivo has IQOO, and OPPO has Realme.
Third, a hundred flowers blossom at home and abroad.
This year, it is nothing new for mobile phone manufacturers to go to sea. Going to more markets can open up more fields, and many manufacturers have planted their own flags in foreign markets. Among them, some second children first attacked overseas markets and then returned to the domestic market, with fierce actions.
Take Realme for example. In the third quarter of last year, shipments have grown to the seventh place in the world, up 808% year-on-year.
In short, it is an area that we can think of almost every day. These mobile phone manufacturers are already among them, and they can be seen everywhere, which can be called attacking the city.
An obvious trend is that in the increasingly fierce competition, mobile phone manufacturers will appear in more unexpected fields.
Author: Mu Yi