In addition, the decline of HTC began at 20 1 1, and the disadvantage of too few patents was highlighted in this year. Apple and Nokia take turns against HTC. Due to the lack of patent technology reserves, HTC naturally can't compete with four hands with both fists. Of course, the most important reason is that it did not enter the mainland market at the most appropriate time. "China Cool Alliance" became "Little Sister Hualian" ... When China market became the largest mobile phone market in the world, it was too late to enter the mainland market, and the rise of mainland manufacturers directly declared that HTC "the mainland market is impossible". Nowadays, mainland mobile phone manufacturers are starting to go to sea, and Samsung's withdrawal from the top five in China accounts for less than 1%. The pattern of domestic mobile phones has become the world of Apple, Huawei, Xiaomi, OPPO and vivo.
HTC has encountered obstacles in overseas markets and challenges from "new generation" competitors in Chinese mainland market. In 20 14, shanzhai mobile phone became a stranger, and the industry catfish millet mixed the whole mobile phone market. This year, Xiaomi shipped more than 60 million units, and later became the third largest mobile phone manufacturer in the world after Apple and Samsung.
In 20 15, Huawei stepped onto the historical stage with its self-developed chip HiSilicon Kirin series. From the very beginning, the rise of Huawei did not depend on products, but gradually established a brand image. For example, a series of soft articles such as "Patriotic Choose Huawei" and "pride of chinese is promising" have really established Huawei's high-end brand image. Compared with Xiaomi, the rise of Huawei has a greater impact on HTC. In 20 16, the mobile phone throne in China changed its flag. OPPO and vivo, with years of offline cultivation and strong channel supply chain management and control capabilities, supplemented by star+variety advertising offensive, let people in the mobile phone field all over the world know BBK. This year, OPPO mobile phone sales ranked fourth in the world, and vivo sales ranked fifth in the world. The HTC market has been further squeezed. HTC has suffered bad reviews from consumers because of its long-term adherence to the long chin. Faced with the challenges of competitors such as Huawei, HTC proudly refused to bow to consumers. Naturally, it will only go further and further. In 20 16, HTC flagship M 10 released a down-frequency version in Chinese mainland, and its reputation in China fell to the bottom.