In fact, the sea tactics have always existed.
I believe that many engine oils who know the digital circle will not be unfamiliar with the word sea tactics. What is sea tactics? It is to launch a variety of mobile phones in a short time, completely covering high-end, high-end, mid-end, low-end and low-end product lines. Unlike an iPhone that travels around the world, many mobile phone brands have played this tactic, such as HTC, Samsung and Ren Huawei.
Back in those days, when HTC was still a big name in the industry, in just one year, 70 mobile phones of high-end and low-end were launched, which was simply an industry model and a user harvester. At that time, the HTC wildfire series had a low price and a high price, but it still achieved good sales.
Samsung, on the other hand, can be said to play the sea tactics very smoothly. Samsung began to play the tactical game of machine sea many years ago. When Samsung entered almost every market, it released a large number of product models, which had nothing to do with the minimalism pursued by iPhone.
Huawei released ten new mobile phones this year, and this is not the difference between normal version, high-end version, exclusive version, Pro and Plus, or there will be more than 40 models. Huawei, in the first half of this year, also successfully ranked 1 in the sales list with sales of 43.77 million units.
Why do so many manufacturers like to use sea tactics?
As mentioned above, Huawei is the champion of mobile phone sales in the first half of this year, which is more than 27.66 million16 million/the third-ranked iPhone. The strength of the Android camp actually comes from the sea tactics, and there is no opponent in the low-end market. Although some time ago, in order to seize the low-end market, Apple also launched a relatively low-priced small-screen mobile phone iPhone SE, but consumers did not buy it, and the sales volume was not high, so it could not compete with the low-end Android mobile phone.
In addition, according to the latest statistics of mobile phone manufacturers in the first quarter of 20 16 brought by Kantar, the Android camp not only performed strongly in China, but also performed quite well in the US and European markets. Kantar pointed out in the report that the growth of Google platform in five European countries this year reached the highest level in two years, which is also closely related to Apple's weakness this year. The Android camp has reached a dominant position. As can be seen from the report, firstly, its share of financial reporting platforms in France, Germany, Italy, Spain and Britain reached 75.6% in the first quarter of 20 16, the highest point in two years. On the contrary, Apple's iOS platform share dropped from 20.2% to 18.9%.
Can the sea of people tactics really last forever?
The advantage of sea tactics is that it can effectively attack opponents and seize the market quickly, and will not leave opportunities for small and fast competitors. To put it simply, Haifei's tactic is to cast a wide net, and no one is spared. For example, with its strong supply chain capability and absolute scale advantage, Samsung has gained huge profits and market position, and gained a large number of fans in the tactics of integrating machine and sea.
Does this mean that the sea of people tactics is a common invincible tactic? Actually, it is not. The core of machine-sea tactics is "sea", but it focuses on innovation. Although many smartphone manufacturers are using this tactic, it is not the best choice for making products and enterprises. For example, Samsung is often criticized for its lack of original design. Although Samsung has been doing a good job in the tactics of the sea, the real success is the main S series and note series, while the sales of the auxiliary A and C series are also flat. So is Huawei. Although several series have been launched, the glory series is Huawei's main trump card. However, HTC, accustomed to the sea tactics, lost its helmet and abandoned its armor under the siege of major manufacturers. The total shipment of HTC mobile phones this year is only/kloc-0.0 million units, which is not as good as the sales of Huawei and Xiaomi in one quarter. There is even news on the Internet that HTC is ready to give up the mobile phone business that has been losing money recently.
Meizu used to be famous for its young artists. In the first four years, only 1 to 2 models were produced every year. Although it is a minority, it has a good reputation. However, in recent years, Meizu's painting style has changed suddenly, from the release of 4, 5 and 12 models every year to the weekly press conference, which really makes people feel aesthetic fatigue. According to Sino's data, after the naval battle, Meizu's domestic market share reached 5%, which really improved compared with the past. However, the financial report shows that Meizu's annual revenue in 20 15 was16.8 billion, while its revenue in the first half of this year was 7 billion, with a net loss of over 300 million.
In addition, Meizu was sued in court this year for patent issues, claiming 520 million yuan, and turned against Qualcomm. However, in the current chip market, apart from the chips made by Huawei and Apple, it is generally recognized that Qualcomm is superior to MediaTek. Xiaomi, LeTV and other manufacturers have been trying to grab the domestic debut in Qualcomm as a gimmick, while Meizu only chose MediaTek chip and gave up Qualcomm processor. Every time a new machine is released, there is nothing outstanding outside and inside. There are even rumors that Meizu's new machine is "changing the soup without changing the medicine, changing the shell without changing the machine."
To put it bluntly, the sea tactics are just a helpless move. If the sales of the original products launched by a company can be enough to maintain the competitiveness of the enterprise in the industry for a long time, then why should manufacturers waste time and energy to continuously launch new models? Enterprises are getting bigger and bigger, product lines are getting longer and longer, and there are more and more new machines. Can it be understood that the continuous introduction of new models is that the sales of the original models are not optimistic and the market has become "acclimatized"?
So we still have to return to the product. At present, the smart phone market has gradually matured, and it is very unlikely to attract users to seize the market by constantly introducing new machines without bright spots. Users mostly decide whether a product is worth buying through appearance, configuration and experience. If Meizu can create a work of conscience that can meet the needs of users, there may be a chance to save themselves in this sea battle. However, if we continue to be reckless, the product is not innovative and the appearance is not innovative, then