Gao Bin, general manager of Qixi Holdings (002027.SZ) Mobile Communications Division, recently did something that confuses subordinates: Customizing a stock information application mobile terminal for a financial media. Although this mobile phone has brought the Java application of mobile phones to the extreme, the decision of cooperating prices to be close to the cost price has caused Gao Bin's subordinates to be surprised.
"Almost no money, mainly to take advantage of this machine's excellent performance and high-end financial platform, in the high-end mobile phone market to play a seven-hit brand." Gao Bin pointed out that in the era of 3G smart phones have started, if the domestic mobile phone is also continued In the past, the practice of shabby prices could only be a dead end.
Possible to be aired
Gao Bin's comprehension was actually due to the cooperation experience with India's top three mobile channel distributors in the first half of this year.
“At the beginning of the year, the Indian mobile phone channel business had customized a low-end machine to Qixi, with a total volume of close to 200,000 units. Each month, it requested delivery of 70,000 to 80,000 units.†But Gao Bin did not expect overseas orders to be obtained after one year of efforts. , Only a month away, suffered from the outbreak of the MTK chip shortage, simply can not complete the next order. In desperation, Gao Bin negotiated with India's mobile phone channel distributors. He did not expect Indian mobile phone channel distributors to apply for this shortage of mobile phone chips from MTK, and finally complete the order delivery.
Gao Bin is very alert to the close relationship between channel vendors and chip manufacturers. He feels that his future business will be even worse. “Including Indian mobile channel providers and operators have set up representative offices in Shenzhen. After familiar with the Chinese mobile phone industry supply chain, they are ready to open mobile phone molds and assemblies in China and completely abandon domestic mobile phone manufacturers.†Gao Bin saw this.
Shanzhai handsets have become a very insignificant part of the industry chain. Since the chips were used to make handset sales, these Shanzhai enterprises only acted as a processing role. There was no brand, and no core value was created. Then they Will the future be eliminated first in this industry chain?
Gao Bin’s move to Shanzhai has actually become the consensus of domestic mobile phone manufacturers. They realized that if it is a brand that has not been recognized by consumers, it will be difficult to get rid of the reserved channels of mobile phone channels, and mobile channel providers will continue to demand lower prices, and there is the possibility of being abandoned or replaced at any time; there is no brand improvement. The existing brand platform simply cannot carry the sales of 3G smart machines.
Brand bottleneck
“In April this year, we started to change our strategy of not spending money on branding. We started to build brand counters for terminal stores. By the end of the year, thousands of fortresses will be formed, and all of them will have special counters.†Gao Bin said frankly because he saw BBK. The continuous brand operation with OPPO has opened up the rising channel of the domestic mobile phone market, breaking through the bottleneck of the domestic mobile phone's price in social channels that cannot exceed RMB 1,000.
Yesterday, the "First Financial Daily" saw in Guangzhou Zhonghua Plaza that apart from BBK, OPPO, and Jinli, there was a large amount of advertising, and the rest were all foreign mobile phone brands such as Nokia, Samsung, and HTC. On the 4th floor of China Plaza, China Mobile, Xieheng, Suning and other mobile phone stores can only see counters such as Backgammon, OPPO, Jinli, Duowei and Tianyu. Displayed densely together, it is impossible to see what brand of mobile phone is in the end.
The brand image and price of OPPO and Jinli, which are sold in counters or specialty stores, are clearly higher than all of the so-called cottage brand mobile phones. For example, the OPPO top-end mobile phone even showed a high price of 2,500 yuan, while the market price of the backgammon and Jinli Hetang series is also more than 1,300 yuan.
Gao Bin pointed out that the OPPO brand mobile phone models account for more than 1,500 yuan, accounting for more than 50%, and the mobile phone market without a brand image will receive the highest price of 700 yuan, "but if you look at the mobile phone product itself and the quality of the point of view, OPPO The use of timber, etc. is indeed better, but in no case is it twice as high."
It is based on the mobile phone market price and brand image, and the increase in the average price of the market, so that manufacturers have more money to enhance the benign interaction of the brand image, making Tianyu, Jin Li and other manufacturers began to abandon the previous practice of blindly fight the low-cost cottage .
“Tianyu is gradually increasing the price of mobile phone shipments, and has also begun to build its own terminal promotion system.†Xiao Zhaojun, vice president of Tianyu, told this newspaper that the current Tianyu mobile phone that has sold for more than RMB1,000 has exceeded 40%, and the promoters of retail core stores are The Tianyu language was also transferred from the agency to ensure that each of the 3,000 core stores in the country had one or two astronomical promoters.
Zhang Jinxian, deputy general manager of Jinli revealed that at present, more than 1,000 yuan models have accounted for 60%, and the new Hetang series of mobile phones is to increase the average price to 1600 yuan, "in the future whether it is the domestic market, or overseas markets, cottage machine The living space will only get smaller and smaller."
Thousand yuan intelligent machine
In fact, another reason why domestic mobile phone manufacturers such as Tianyu, Jinli, and Qixi went to the practice of Shanzhai is to try to change consumer perceptions of low-end cottages that have always been made on domestic mobile phones, so that their marketing platforms can carry 3G smart machines.
“Now the mainstream smart phone is an Android phone, but at present, it is difficult to achieve within a short period of time in less than a thousand dollars.†Ma Zuxue, general manager of Shanghai Lansing Microsystems, a mobile phone design company, revealed that the company launched at the beginning of this year cost only 600 yuan. Yuan's Google mobile phone, the market price is about 1100 yuan, but the market simply does not accept. The main reason is that the low-cost chip platform used is too slow and the consumer experience is not good. “We have to wait until we send text messages and change the interface of the phone.â€
On the contrary, Android phones using MTK6516 platform, the manufacturer's cost is more than 800 yuan, the market retail price must be around 1500 yuan. "Achieving an average market price of 1,500 yuan will definitely require the support of the brand."
Thousand yuan Android mobile phone developer Taiwan Xunhong Technology Business Sales Director Jian Hongjia also acknowledged that before the introduction of thousands of Android chip platform speed is indeed a bit slow, so in December will launch a frequency of up to 520MHZ 9876 chip, speed will be with MTK6516 Almost, "but the price should also be comparable to MTK."
In view of this, the thousand yuan Android mobile phone may not appear in the domestic market in the first half of next year, which also drives the low price to become the core of smart phone competition from the technical level.
Zhao Zhixin, general manager of China Mobile Hi-Tech Mobile Phone Design Co., pointed out that the development of Android smart phones is complicated and costly, because the dependence on the brand in the mobile phone retail market is very large. “The past mobile phone handsets did not apply smart phone products at all.â€
"Bopco and OPPO are both doing Android phones, but I'm not optimistic about smart phones made by domestic brands." Zhou Yuhu, general manager of China Mobile's telecommunications planning center, said that since domestic mobile phones only focus on the appearance of mobile phones for a long time, they rarely do research and development, even if they can come out. Good application of smart phones, consumers also have a process of adaptation.
However, Xiao Zhaojun also stated that 3G mobile phones are a customized market for telecom operators, so domestic mobile phone manufacturers have been strengthening cooperation with operators for the past two years.
“At present, the carrier's customized market is too closed, and it will certainly be open to social channels in the future.†Gao Bin pointed out that whether it is a social channel or an operator's customized channel, the future market is the world of smart machines. Without a brand, it cannot be smart at all. The mobile phone market survives.
"Almost no money, mainly to take advantage of this machine's excellent performance and high-end financial platform, in the high-end mobile phone market to play a seven-hit brand." Gao Bin pointed out that in the era of 3G smart phones have started, if the domestic mobile phone is also continued In the past, the practice of shabby prices could only be a dead end.
Possible to be aired
Gao Bin's comprehension was actually due to the cooperation experience with India's top three mobile channel distributors in the first half of this year.
“At the beginning of the year, the Indian mobile phone channel business had customized a low-end machine to Qixi, with a total volume of close to 200,000 units. Each month, it requested delivery of 70,000 to 80,000 units.†But Gao Bin did not expect overseas orders to be obtained after one year of efforts. , Only a month away, suffered from the outbreak of the MTK chip shortage, simply can not complete the next order. In desperation, Gao Bin negotiated with India's mobile phone channel distributors. He did not expect Indian mobile phone channel distributors to apply for this shortage of mobile phone chips from MTK, and finally complete the order delivery.
Gao Bin is very alert to the close relationship between channel vendors and chip manufacturers. He feels that his future business will be even worse. “Including Indian mobile channel providers and operators have set up representative offices in Shenzhen. After familiar with the Chinese mobile phone industry supply chain, they are ready to open mobile phone molds and assemblies in China and completely abandon domestic mobile phone manufacturers.†Gao Bin saw this.
Shanzhai handsets have become a very insignificant part of the industry chain. Since the chips were used to make handset sales, these Shanzhai enterprises only acted as a processing role. There was no brand, and no core value was created. Then they Will the future be eliminated first in this industry chain?
Gao Bin’s move to Shanzhai has actually become the consensus of domestic mobile phone manufacturers. They realized that if it is a brand that has not been recognized by consumers, it will be difficult to get rid of the reserved channels of mobile phone channels, and mobile channel providers will continue to demand lower prices, and there is the possibility of being abandoned or replaced at any time; there is no brand improvement. The existing brand platform simply cannot carry the sales of 3G smart machines.
Brand bottleneck
“In April this year, we started to change our strategy of not spending money on branding. We started to build brand counters for terminal stores. By the end of the year, thousands of fortresses will be formed, and all of them will have special counters.†Gao Bin said frankly because he saw BBK. The continuous brand operation with OPPO has opened up the rising channel of the domestic mobile phone market, breaking through the bottleneck of the domestic mobile phone's price in social channels that cannot exceed RMB 1,000.
Yesterday, the "First Financial Daily" saw in Guangzhou Zhonghua Plaza that apart from BBK, OPPO, and Jinli, there was a large amount of advertising, and the rest were all foreign mobile phone brands such as Nokia, Samsung, and HTC. On the 4th floor of China Plaza, China Mobile, Xieheng, Suning and other mobile phone stores can only see counters such as Backgammon, OPPO, Jinli, Duowei and Tianyu. Displayed densely together, it is impossible to see what brand of mobile phone is in the end.
The brand image and price of OPPO and Jinli, which are sold in counters or specialty stores, are clearly higher than all of the so-called cottage brand mobile phones. For example, the OPPO top-end mobile phone even showed a high price of 2,500 yuan, while the market price of the backgammon and Jinli Hetang series is also more than 1,300 yuan.
Gao Bin pointed out that the OPPO brand mobile phone models account for more than 1,500 yuan, accounting for more than 50%, and the mobile phone market without a brand image will receive the highest price of 700 yuan, "but if you look at the mobile phone product itself and the quality of the point of view, OPPO The use of timber, etc. is indeed better, but in no case is it twice as high."
It is based on the mobile phone market price and brand image, and the increase in the average price of the market, so that manufacturers have more money to enhance the benign interaction of the brand image, making Tianyu, Jin Li and other manufacturers began to abandon the previous practice of blindly fight the low-cost cottage .
“Tianyu is gradually increasing the price of mobile phone shipments, and has also begun to build its own terminal promotion system.†Xiao Zhaojun, vice president of Tianyu, told this newspaper that the current Tianyu mobile phone that has sold for more than RMB1,000 has exceeded 40%, and the promoters of retail core stores are The Tianyu language was also transferred from the agency to ensure that each of the 3,000 core stores in the country had one or two astronomical promoters.
Zhang Jinxian, deputy general manager of Jinli revealed that at present, more than 1,000 yuan models have accounted for 60%, and the new Hetang series of mobile phones is to increase the average price to 1600 yuan, "in the future whether it is the domestic market, or overseas markets, cottage machine The living space will only get smaller and smaller."
Thousand yuan intelligent machine
In fact, another reason why domestic mobile phone manufacturers such as Tianyu, Jinli, and Qixi went to the practice of Shanzhai is to try to change consumer perceptions of low-end cottages that have always been made on domestic mobile phones, so that their marketing platforms can carry 3G smart machines.
“Now the mainstream smart phone is an Android phone, but at present, it is difficult to achieve within a short period of time in less than a thousand dollars.†Ma Zuxue, general manager of Shanghai Lansing Microsystems, a mobile phone design company, revealed that the company launched at the beginning of this year cost only 600 yuan. Yuan's Google mobile phone, the market price is about 1100 yuan, but the market simply does not accept. The main reason is that the low-cost chip platform used is too slow and the consumer experience is not good. “We have to wait until we send text messages and change the interface of the phone.â€
On the contrary, Android phones using MTK6516 platform, the manufacturer's cost is more than 800 yuan, the market retail price must be around 1500 yuan. "Achieving an average market price of 1,500 yuan will definitely require the support of the brand."
Thousand yuan Android mobile phone developer Taiwan Xunhong Technology Business Sales Director Jian Hongjia also acknowledged that before the introduction of thousands of Android chip platform speed is indeed a bit slow, so in December will launch a frequency of up to 520MHZ 9876 chip, speed will be with MTK6516 Almost, "but the price should also be comparable to MTK."
In view of this, the thousand yuan Android mobile phone may not appear in the domestic market in the first half of next year, which also drives the low price to become the core of smart phone competition from the technical level.
Zhao Zhixin, general manager of China Mobile Hi-Tech Mobile Phone Design Co., pointed out that the development of Android smart phones is complicated and costly, because the dependence on the brand in the mobile phone retail market is very large. “The past mobile phone handsets did not apply smart phone products at all.â€
"Bopco and OPPO are both doing Android phones, but I'm not optimistic about smart phones made by domestic brands." Zhou Yuhu, general manager of China Mobile's telecommunications planning center, said that since domestic mobile phones only focus on the appearance of mobile phones for a long time, they rarely do research and development, even if they can come out. Good application of smart phones, consumers also have a process of adaptation.
However, Xiao Zhaojun also stated that 3G mobile phones are a customized market for telecom operators, so domestic mobile phone manufacturers have been strengthening cooperation with operators for the past two years.
“At present, the carrier's customized market is too closed, and it will certainly be open to social channels in the future.†Gao Bin pointed out that whether it is a social channel or an operator's customized channel, the future market is the world of smart machines. Without a brand, it cannot be smart at all. The mobile phone market survives.
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