Single cost performance is the least valuable marketing. You can only lose one after another, and it is not good to sell at a low price. Those who have always advertised that they know mobile phones best actually don't understand them at all, because their purpose is to want everything, and everything turns out to be mediocre! As the old saying goes, people eat in restaurants at most once to save money. The same is true for mobile phones. People who care about cost performance actually love face the most, fearing that others will hear what the mobile phone stands for.
Ov Huawei's sub-brands realme, iQOO and Glory have developed well. Why? Because of the research and development of ov Huawei technology, what is the first reaction technology of many people? You can't see or touch it, but you can see the patents every year.
So don't blame others for keeping their mouths shut. The parameters are beautiful and the actual experience is a mess. If the contrast is too large, most users will be lost. This is why there are fewer and fewer Xiaomi users with cost-effective labels. Never find a reason for your existence, shut up and others will black yourself! Will the black draft affect the quality? No way! When there is a problem, the first reaction is to blame a friend, who has become a particularly bad person. Is it all someone else's fault? Mobile phone market share is a market behavior. Domestic mobile phone manufacturers will develop their own chips or technologies. Only technological development is the most important! Not subject to others. Your own products are like your own children. If you praise your child too much, the child is your own after all. If it is nothing to praise other people's children, no matter how good others are, they will get better one day.
I look forward to the day of technical competition, not to say that I can't ask for research and development if my profit is low. This is a kind of moral kidnapping. If I don't make progress, I have to spray others to make progress. This is immoral!
Technology and talents are the only elements of sustainable development.
In the next decade, domestic mobile phones will develop better and better, making a name for themselves in China and the world. Apple and Samsung mobile phones are likely to become niche phones in the future, and Huawei, Glory, OPPO, VIVO, Yijia and Xiaomi may be more popular in the world.
First, the cost-effective models represented by Glory and Xiaomi will consolidate the fundamentals of mobile phones in China. Occupy the low-end market, and will gradually improve the brand and sales in emerging markets.
Second, represented by OPPO, VIVO and Yijia, mobile phones with medium design price will gradually erode Samsung's market. And eliminate some local brands overseas.
Third, innovative technology companies led by Huawei will continue to introduce innovative products with more scientific and technological content, lead consumer demand through scientific and technological innovation, and gradually replace Apple's position.
Many consumer goods industries, China enterprises staged a beautiful counterattack. Such as white goods, black goods, audio-visual industry and so on. Because the China market is large enough, China enterprises can rely on the local market to form a scale, coupled with the continuous integration of the industrial chain and the diligence of China people, more and more attention has been paid to R&D investment in recent years. Therefore, the day when the mobile phone industry fully dominates is just around the corner.
Over the years, big waves wash sand. There are two categories left by domestic mainstream mobile phone brands:
One is Xiaomi. Xiaomi adheres to the concept of "let everyone enjoy the fun of technology" and insists on being a civilian mobile phone. As long as there are no big mistakes, the quality is excellent, and at the same time, the channels are further broadened and the operational efficiency is improved. Will eventually occupy a place in this online and offline competition. The current domestic predicament is temporary. Some netizens said that OPPO and VIVO also played a cost-effective role. When OV made a cost-effective mobile phone, it was the time when Xiaomi disappeared, which obviously overestimated the strength of OV. The price-performance ratio of Xiaomi is different from OV, and the price-performance ratio of Xiaomi, especially Redmi, is a strategy. Xiaomi was killed by it, and today. In the case that the comprehensive profit rate of Xiaomi's mobile phone hardware is extremely low, the profit is10 billion. Can OV do it? For OV, which relies entirely on mobile phone hardware for profit, this is obviously impossible! At the same time, OV's cost-effective mobile phone is more opportunistic. When it priced Redmi, it was unprofitable. Can unprofitable manufacturers exist? For the offline channel of OV mobile phone, high profit is the key to maintain the channel, and the low-profit channel will become more and more rebellious, which is dangerous! OV is also carrying out a channel revolution, and the effect is still unknown.
The second category has differentiation and strong brand premium ability. The representative is Huawei. Although Huawei is not cost-effective, it has strong premium ability and excellent quality. In the context of the trade war, it has taken the lead in domestic public opinion and is in full swing. Foreign markets are restricted. Hit. Not surprisingly, the final decisive battle will be between Xiaomi and Huawei.
At the end of the competition, the brand that remains must be a brand that has created value for users. Apple's mobile phone is not outstanding in appearance, and the screen ratio is not high, but the price is very expensive. First, because of its great appeal and brand premium ability formed over the years. Second, top performance and closed system bring lasting experience.
Hello, let me give my opinion.
Judging from the development of the industry in recent years, the innovation of network technology and the policy drive of operators have made a number of manufacturers, but many of them are just a flash in the pan. Today, survival depends on excellent products. Huawei's technology is excellent, OV channel position is stable, and Xiaomi's cost performance is better. At present, several manufacturers who can count names have their own irreplaceable side. Then the development trend of domestic mobile phones, I want to talk about the following aspects.
From the birth of mobile phones to the present, it can't be said whether the price has gone up or down. No matter how innovative the technology is in the future, whether the cost is increased or decreased, no matter how the income level changes, there will always be high, medium and low-priced products in mobile phone prices; Products in different price segments meet different consumption levels or different consumption needs, ranging from tens of thousands to tens of thousands to hundreds of yuan. The development of domestic economy and the improvement of the income level of the general public will promote the improvement of consumption power, so the proportion of high-end mobile phones will continue to increase.
It is undeniable that technology, performance manufacturing technology and science and technology have developed rapidly, but the innovation of mobile phones has indeed reached the bottleneck. Now, in the absence of innovation, manufacturers have to constantly upgrade their products by piling up various parameters, with more cameras, higher pixels, higher screen definition and higher refresh rate. Excessive performance of mobile phones already exists, but the real innovation has not yet arrived. So in the future, which manufacturer can really set off a qualitative innovation of mobile phones will determine who will become the dominant player in the future mobile phone market.
Intelligent Ecology At present, Xiaomi is the earliest and best-developed manufacturer of intelligent ecology, and other manufacturers are also catching up in full swing. With the empowerment of 5G+AIoT, the development of intelligent ecological furniture will blossom, and everyone will experience the quality experience brought by scientific and technological progress.
The development of domestic mobile phones depends on technical support, talents, innovation ability, financial strength and many other aspects. Mobile phone brands may be more focused in the future. The present achievements deserve no reason to be proud, and the lessons of the past are not far away. Perhaps a big change is brewing in mobile phone products. Let's wait and see and enjoy the experience.
The rise of domestic mobile phones
In 2003, domestic mobile phones stood at the peak of China's mobile phone industry, beating international famous brands such as Motorola and Nokia, and won more than half of the market share by using their precise market positioning and price advantages. Although there are many problems, it has won respect at home and abroad. Nowadays, the mobile wave is coming. In the case of weak innovation of foreign mobile phones, the investment of domestic mobile phones in R&D has increased, and the industrial chain and channels have been continuously improved and innovated. After the mobile phone market was dominated by foreign brands for nearly 10 years, we once again saw the dawn of the rise of domestic mobile phones.
As of 20 14, 1 1, the current situation of mobile phone industry in China. In fact, with the advent of the era of smart phones, both in China and around the world, the mobile phone industry has ushered in a major reshuffle. After the mobile phone business of Nokia, the former overlord, was acquired by Microsoft, the original brand was abandoned and it was impossible to produce mobile phones within two years; Motorola Mobile, the big brother, also fell from the altar in the new mobile wave. First it was acquired by Google. After controlling nearly 15000 patents, Google sold Motorola Mobility to Lenovo. Sony Mobile announced this year 10 that it would reduce its business in China and no longer develop and sell mobile phones specifically for the China market. Because Google withdrew from the China market, LG, the manufacturer of two generations of Nexus products, is well-known in the international market, but not in China. Coupled with other factors, it is difficult for LG to enter the top ten in the mobile phone market in China, and even in recent years, it has been reported that it will withdraw from the China market. At this point, only Apple and Samsung are the main competitors of domestic mobile phones in China. In addition to Apple, Samsung has become the only major competitor of domestic mobile phones in the Android market. On the other hand, domestic mobile phones compete with each other, except for "China Cool Alliance" (ZTE, Huawei, Coolpad and Lenovo), Xiaomi, Meizu, OPPO, and even one plus mobile phone, which just released its first mobile phone at the end of April this year, have shown strong strength and potential, which has attracted the attention of people at home and abroad. According to market research company Konas, in the second quarter of this year, Xiaomi's mobile phone shipments in China accounted for 14%, surpassing Samsung for the first time, ranking first. Samsung, Lenovo and Yulong followed closely, with a market share of 12%. According to the research report of market research organization IDC, in the third quarter of 20 14, Xiaomi's global smartphone shipments ranked third in the world, increasing by 2 1 1.3% compared with the same period of last year, second only to Samsung and Apple. At the same time, Samsung became the only manufacturer in the five major markets with declining shipments, while Lenovo and LG tied for fourth place. Huawei, which ranked third last quarter, temporarily fell out of the top five due to strategic changes.
Table 1 20 14 Shipments and market share of the top five global mobile phone manufacturers in the third quarter.
Reasons for the rise of domestic mobile phones.
(1) In the 4G era, the reshuffle of the industry has accelerated, and domestic mobile phones have "overtaken in corners". With the issuance of 4G licenses by China Mobile and China Unicom, the growth of 4G users will be obviously different from the long-term gradual growth in 3G, and will show explosive growth. However, several major manufacturers in the domestic mobile phone industry have already laid out in advance, and they are bent on catching the 4G express train to achieve "curve transcendence". The earliest manufacturer to charge for 4G was "China Kulian", which successfully seized the market long before foreign brands entered the 4G market on a large scale. The U98 15 mobile phone launched by ZTE last year won the first TD-LTE mobile phone network access certificate in China. The person in charge said that ZTE's expected target of 4G terminals this year is 35 million units throughout the year, ranking the top two in the domestic 4G terminal market share; Huawei's 4G mobile phones are almost the first batch launched in China, and many mid-to high-end products have been launched, with increasing shipments; Coolpad put forward the development strategy of "leading 4G" in June last year165438+1October, and put 80% of supply chain resources and R&D personnel into 4G production and R&D, even occupying the first position in the 4G market in May this year; Lenovo also launched more than a dozen 4G products on 20 14, ranking first in the market share. Although limited by R&D technology and upstream supply chain, well-known manufacturers such as Xiaomi and Meizu entered the 4G market late, but they responded relatively timely. For example, in June this year, OPPO announced that it would stop the research and development of all new 3G products, compress the production plan of 3G products, reduce channel inventory, accelerate the research and development progress of 4G products, and comprehensively transform 4G. Meizu's MX4, which was just listed at the end of September, also supports 4G, and Xiaomi's entry into 4G is similar to Meizu's. The response speed of domestic mobile phones to 4G high-speed trains can be seen. However, with the arrival of the 4G era, the technical threshold has been raised again, and the omni-channel competition has intensified, which will surely accelerate the reshuffle of the mobile phone industry again. It is worth mentioning that SASAC's notice requires the three major operators to cut their marketing expenses by 20% in the next three years, and the subsidy of almost 654.38+000 billion yuan will disappear. Although mobile phone manufacturers have been hit to varying degrees, two foreign manufacturers are the hardest hit, because they mainly deal in high-end mobile phones in China, and the reduction of subsidies has the greatest impact on such mobile phones. In addition, with the end of the anti-monopoly case in Qualcomm, the 4G chip industry will once again set off a melee, but at the same time, domestic chip manufacturers have also ushered in a new turn. In the early days of the arrival of the 4G era, domestic manufacturers used their own technology, channels and time advantages to temporarily stay ahead.
(2) The R&D capability of domestic manufacturers is enhanced, the efficiency of supply chain is improved, and the industrial chain is becoming more and more perfect. As we all know, China has become the largest smartphone market in the world, and almost all manufacturers try their best to share this big cake, but the competition is fierce. After eliminating a batch of manufacturers, the remaining manufacturers have formed a relatively complete industrial chain, and the supply chain is becoming more and more efficient. Manufacturers like Xiaomi were not well-known in the market at first, which led to insufficient bargaining power with the upstream of the supply chain and made it difficult to get first-hand goods. However, with the changes in the market, the rapid development of the logistics industry and the progress of domestic manufacturers, the supply chain cooperation is getting closer and closer, and the information exchange is smoother. After the initial success, Xiaomi not only obtained more abundant goods in the upstream of the supply chain, but also reduced intermediate links in its redesigned industrial chain, greatly accelerated the way of capital circulation and was recognized by the market. At this time, various independent R&D institutions (DH), original equipment manufacturers (ODM) and even independent after-sales service companies began to appear, which injected new vitality into China's mobile phone supply chain and made it more and more efficient. If an emerging company like Xiaomi doesn't have strong strength at first, let's not forget that there are actually many big companies that started earlier in China, such as "China Cool Alliance", Meizu and OPPO. Huawei, in particular, has almost everything that mobile phone products do, whether it is capital, hardware capabilities, research and development technology, relations with operators, channel layout and so on. These are not inferior to well-known foreign companies. Huawei used to be a mobile phone brand by operators, but it didn't have its own brand. However, when it decided to launch its own brand and become the high-end business of smart phones, its power was amazing. With the improvement of the technical threshold of 3G and 4G mobile phones, the competition is becoming increasingly fierce. After the elimination of a batch of manufacturers, the environment of domestic mobile phones is more conducive to the development of domestic mobile phones, and the image of domestic mobile phones is no longer limited to shoddy "cottage phones", and the quality is getting better and better. Excellent domestic mobile phones have made every manufacturer in the industrial chain see confidence.
(3) Domestic mobile phones began to pay attention to brand building, channel dividends disappeared, and the Internet marketing revolution came. In recent years, the reputation of domestic mobile phones has gradually improved, and the overall innovation ability has also been significantly improved, not only in research and development capabilities, but also in marketing methods. In the past, domestic mobile phones mainly relied on offline marketing, which was closely related to operators. However, nowadays, operator subsidies have been greatly reduced, and many domestic mobile phone manufacturers have to take open marketing channels. However, this also gives domestic mobile phones another chance to be reborn, because online to offline is the right choice for the sustainable development of mobile phones. In terms of Internet marketing, Xiaomi has given a very shocking demonstration to domestic manufacturers. From "nothing" to today's value of 80 billion, Xiaomi has established a soft-hard ecosystem by relying on "Internet model" (hardware+software+service+mobile Internet) and "fan economy". Xiaomi mobile phones are generally distributed in limited quantities on the Internet in the initial stage, allowing users to snap up. Of course, a considerable part of it has been taken away by the so-called "semi-official offline sales channels" ("big scalpers"), which has prolonged the life cycle of a product. This marketing model is called hunger marketing by many people, which makes some people criticize and disdain, but it does bring great benefits to Xiaomi. At the same time, domestic traditional manufacturers are also rethinking Internet sales. Xiaomi's new model almost omits the intermediate channel link, which can feed back the sales data in real time, and then estimate the order according to the accurate sales data. After the sales volume is large enough, the storage cost is very low. The basis for Xiaomi to do all this is the "fan economy". Xiaomi has a large number of "rice noodles" through the construction of social platforms such as Xiaomi Forum, Weibo and WeChat. Although the profit of "MIUI" at the beginning of Xiaomi is not large compared with the current hardware products, the establishment of a good ecosystem provides the possibility for future sustainable development, and the profit of mobile phone hardware products will only become less and less as time goes by. It is worth mentioning that after growing up, Xiaomi not only focused on Internet marketing, but also began to pay attention to closer relations with operators. Online to offline walked from online to offline. Judging from the global layout and ecological construction of Xiaomi, Xiaomi's ambition is not small. Compared with Xiaomi's Online to Offline, the traditional manufacturer of "China Cool Alliance" has to do Offline to Online, that is, extend from offline to online. The "Double Eleven" just passed is the challenge of traditional domestic manufacturers to Xiaomi. According to statistics, in the total sales of the "Double Eleven" network, although Xiaomi stood out with 65.438+0.56 billion, the sales of Huawei Glory also exceeded 65.438+0.06 billion, and that of Cool God was 560 million. Other manufacturers have also made great efforts in Internet sales, not to be outdone. These surprising changes in domestic mobile phones not only bring fierce competition, but also symbolize the prosperity of domestic mobile phones. The advanced marketing concept has brought the possibility of sustainable development to the mobile phone industry in China.
(4) Domestic mobile phones go global, and new development brings new opportunities. Although China is the largest smartphone market in the world, with the rapid development in recent years, the domestic smartphone market capacity is gradually saturated, and the demand for upgrading smartphones will also slow down, product homogeneity will intensify and price competition will intensify. Domestic manufacturers began to enter the international market collectively and seek new ways out. Despite the challenges of localization, brand and patent, we are delighted to see that the performance of domestic mobile phone manufacturers has been affirmed by the international market. Although Huawei has only owned its own mobile phone brand in recent years, it has been working in the overseas communication industry for many years. With a heavy accumulation, its hardware capability, financial strength, relationship with foreign operators and scientific research strength are very strong, and it has a complete industrial chain and a number of patented technologies. Lenovo didn't make mobile phones before, but as the number one PC industry in the world, its strength should not be underestimated. In response to frequent professional complaints from abroad, Lenovo acquired Motorola Mobility, which not only won the patent right of nearly 17000 and more than 2,000 R&D personnel, but also obtained the mature market of Motorola in the United States and European countries, as well as the relatively perfect operator relationship and layout in emerging markets such as India and Brazil. Due to fierce patent litigation in Europe and America, Xiaomi, Coolpad, etc. Sitting in the second place, it first opened up the situation in some emerging markets. Coolpad began to enter Taiwan Province Province, Indian, Indonesian and other countries and regions, while Xiaomi targeted the Brazilian and Mexican markets. Although Xiaomi has fewer patents than those of big companies that started early, this does not mean that R&D capability is low. The annual patent growth level of Xiaomi is comparable to that of Huawei, and it is constantly seeking cooperation with chip companies such as Lian Xin Science and Technology. It is worth mentioning that with the end of the anti-monopoly case in Qualcomm, domestic mobile phones no longer have to pay the "patent licensing fee" of 3% to 6% of their overbearing stand-alone price, and at the same time, domestic chip manufacturers have also found a new turning point in it. There are many commendable brand marketing strategies for domestic mobile phones to go global. For example, Huawei has established cooperative relations with many top football clubs such as AC Milan in Italy and Atletico Madrid in Spain, while ZTE has chosen several NBA teams to cooperate, which has enhanced brand awareness from the perspective of sports marketing and gained a certain reputation. According to the research report of market research organization IDC, in the third quarter of 20 14, Xiaomi's global smartphone shipments ranked third in the world, with an increase of 2 1 1.3% compared with the same period of last year, second only to Samsung and Apple. At the same time, Samsung became the only manufacturer in the five major markets with declining shipments, while Lenovo and LG tied for fourth place. Huawei, which ranked third last quarter, temporarily fell out of the top five due to strategic changes. In short, the performance of domestic manufacturers in the global market makes us full of confidence in domestic mobile phones.
Better and better!
Domestic mobile phone manufacturers will get better and better products under mutual competition, and will be more competitive and market-oriented than foreign mobile phones.
There may be darker screen technologies, such as folding screens and transparent screens, but these technologies may be gimmicks far more than practical applications. Even if they appear, they are likely to be niche products in the end.
The flagship model will be more and more high-tech, more and more in line with foreign apples, and then surpass it in one fell swoop. But this process may be extremely long and there may be some turbulence, but we must believe that our mobile phone will definitely become the number one in the world. The development trend will only be higher and higher technology, even smaller and smaller.