For domestic mobile phone manufacturers, 2014 is destined to be a year of turmoil, uneasiness, passion and attack. “The mobile phone landscape will be rewritten in 2014â€, and Yu Chengdong, the Huawei consumer BG CEO, once felt sorry for the author in mid-2013. However, no one can predict the beginning of the story, more like a "Russian roulette" gamble.
A few years later, if someone recalls the mobile phone in 2014, the battle between Huawei's glory and Xiaomi is written as the first climax of this chaos. The confrontation between mobile phone innovation and revolutionary forces has since hit the head.
The story begins like this:
At 06:53 on March 18th, "Lao Mo" Lei Jun students pre-heated the new products through Weibo according to the usual number of channels: "Red Rice Note, always believe that good things are about to happen", and posted an eight-core 5.5-inch. Official photo of the red rice Note.
At this time, there have been many people waiting to "cut the Hu". However, Xiaomi also learned the lesson that the red rice was priced by Huawei's glory and cool gods. In the initial market, the publicity created the illusion of 1199 yuan.
At 18:00 on March 19th, Huawei glory ahead of Red Rice Note for two hours, released the "Glory 3X Play Edition", the slogan "The better things have happened", priced at 998 yuan.
At 20:00 on March 19, Xiaomi officially announced the launch of Red Rice Note, claiming that “the thousand yuan price-performance kingâ€, the low and high version are priced at 799/999 yuan.
On the afternoon of March 20th, TCL Communication released the message on the official WeChat: "Good to play together", and ridiculed that "Mimi & Yaoyao, let's fight the landlord together." According to insiders of TCL Communications, new mobile phones will be launched on March 25, including thousands of 4G mobile phones.
On the evening of March 20th, Lenovo announced the launch of the "Golden Fighter" S8, which was promoted as "a beautiful thing to really start", and the low and high version were priced at 788/988 yuan respectively.
On the evening of March 21, Zeng Xuezhong, executive vice president and terminal division of ZTE, said on Weibo that he would launch the ZTE "Red Bull" mobile phone and announce his participation in the Xiaomi and Glory competition camp.
In summary, coupled with the “Great God F1†mobile phone that was launched by the Coolpad in January this year, the top six mobile phone manufacturers of domestic mobile phones have all joined this round of new thousand yuan machine wars. Commonality is: MediaTek's eight-core processor, high-definition big screen, 13 million rear camera, only take the e-commerce channel, and leverage each other's marketing.
For consumers, the high-intensity competition in the market will lead to cost-effective product selection. However, for the domestic mobile phone industry chain, it means that the final "clear field"-like shuffling begins, and the new pattern is reduced.
The main impacts are:
1. The cottage machine was completely cleared out of the domestic market. In the order of operators, the rise of e-commerce, and the continuous price extension of domestic brand mobile phones, Shanzhai mobile phone suffered a serious impact in the domestic market in 2012-2013, and has basically exited the market above the third line. With the high-priced new thousand yuan machine price war in the price range of 600-1000 yuan, the domestic market of Shanzhai mobile phone in 2014 will be "added to the worse." Some small and medium-sized brand mobile phone manufacturers told the author that their focus this year will be on the Indonesian, Indian and African markets. "There are several losses in the domestic market."
2. The share of mobile phone e-commerce surged and shuffling began. With Xiaomi + China Cool Alliance TCL fully rush into the high-profile e-commerce thousand yuan machine competition, e-commerce will become a channel for the rapid growth of domestic share this year. Jingdong + Yi Xun, Tmall + Taobao will become the focus of competition for mobile phone manufacturers, and eventually bring the ultimate reshuffle of B2C mobile phone e-commerce channels. The e-commerce platform with a lower market share ranking, such as Suning and Gome, will gradually be out of the mobile phone category.
3. The traditional open channels accelerate the decline. The market competition has risen and fallen, and the explosive growth of e-commerce channels has brought about the accelerated decline of the open channels of traditional mobile phones. Tianyin, Dixintong, and Ai Shide have already deployed to transform into virtual operators and began to compete with upstream operators for market share.
4. The operator's customized strategy was affected. In the 3G era, the biggest change in the domestic mobile phone market was the rise of the operator channel. With the low-cost mass customization and high-cost call subsidies, operators in the mobile phone channel attacked the city and quickly occupied more than 50% of the domestic market share. However, more than 80% of mobile phone sales by operators still rely on offline stores and third-party cooperative dealers, and 30% of channel comprehensive rebates are unavoidable. And this round of domestic mobile phone new thousand yuan price war, whether it is configuration, price, or propaganda has the obvious characteristics of Internet products, if the market share is rapidly increasing, the operator's custom machine strategy is attractive to terminal manufacturers. Will gradually decline.
5. The new shuffle pattern of domestic mobile phone brands was initially fixed. In the second half of 2013, domestic mobile phone manufacturers frequently launched high-end flagship products, and even directly launched new brands to compete in the mid-to-high-end market. The industry has analyzed the share of international manufacturers such as Samsung. Unexpectedly, in the first quarter of 2014, the high-configuration price war was fully launched in the domestic mainstream product pricing range of 600-1000 yuan, just as in the early days of the war, we tried our best to show the cards.
For example, Huawei's consumer BG CEO, ZTE Xuezhong, president of ZTE's terminal business unit, and other industry leaders predicted: "Within three years, only 3-4 mobile phone manufacturers can survive." This is similar to domestic appliance manufacturers, chain channels, and Internet portals, IM, search, e-commerce and other industries. After the most brutal market competition, only a few manufacturers survived and developed and competed with international brands. .
Only this time, the "hunger game" is Xiaomi and China Cool Alliance (ZTE, Huawei, Cool, Lenovo) TCL, who will be the first shotr of this "Russian Roulette"?
Xiaomi MediaTek and other puzzles in the Shenzhen market
Enter the second half of 2013. It is very confusing for most white cards in Shenzhen. Entering the smart machine platform is highly coincident, not MTK or Qualcomm. It has created a high degree of homogenization of the product. Once the product is homogenized, there are only two means of competition: brand and price. The only competitive means for most white brands with no brand influence in Shenzhen is price. However, with the promotion of online merchants, Xiaomi and Huawei have launched low-priced products: red rice 4 core 799; Huawei glory 798; cool god axe 8 core 888; Hisense 4 core 369 - with or not become the most white in Shenzhen Card confusion.
In such a form, there is no disadvantage to the price competition in the era of functional machines. In August, Nietzsche launched a dual-core mobile phone with a price of 199 yuan under the subsidy of operators, but it is still unable to restore the continuous wave of closing stores. In November, a brand launched a high-profile mobile phone for the 798 of Red Rice, which only increased sales by 30%. It can be described as a fiasco. The most frightening thing is that neither of the above models nor dealers or manufacturers have a profit or even a loss. Visible and must be dead. The reason is the lack of brand reputation and the corresponding network promotion system. Online sales finally compete for the supply chain and internet promotion capabilities. This is the weakness of Shenzhen integrators. I think it is the best platform for making branded sales. Xiaomi, Huawei is not the share of Apple and Samsung but a lot of Shenzhen white card share. This is also the root cause of the traditional light channel in 2013. I have done survey sales in some traditional mobile phone sales stores, which is more than half of the sales in 2012. Brands are also getting more concentrated. There are fewer and fewer domestic brands.
At the same time, single-core---dual-core----four-core-----eight-core products are getting faster and faster. Entering the Shenzhen white card's eight-core product in January has not yet been listed. Cool Axe has quickly pulled the price to 888. On the configuration, the average integrator can't make this price. Even Xiaomi, who claims to be able to sell the future as a reality, is speechless. The predetermined amount has exceeded 6 million. This is an effort by upstream chip vendor support and supply chain integration. There is no doubt that the price of the cool set will be very different from that of the average customer----this is the scale advantage.
The shrinking of traditional channels has made Shenzhen's integrators worse. Many integrators are unable to recover from the loss of less than 10 new models. It can be seen that the upstream integration space has been squeezed out. The only way out is to differentiate. This is another magic weapon for domestic integrators in the era of functional machines. From single card to dual card dual standby, from ATV to DTV, from waterproof to telescopic camera -------- really because of the strange ideas to avoid homogenous competition. Free the phone from purely specific parameters. Guiding consumers as a way to feel an experience, a state pays a premium. Real estate is our role model at this point. No real estate business association is propagating a few cements, a few steel bars. They only promote different feelings and ideas. Let consumers readily pay for this feeling and concept.
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