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The author:(作者)delvpublished in(发表于) 2014/1/2 7:51:45 Brands out of the way， mobile phones have changed the “new bottle，“ grab the market，
Brands out of the way, mobile phones have changed the "new bottle," grab the market-Chinese mobile phone, Huawei glory, Nubian, IUNI,VIBE-IT information Brands out of the way, mobile phones have changed the "new bottle," grab the market
Not long ago, Huawei announced its original series "glory" operation alone, make it a separate brands, and the main commercial channels. In fact, this is not a traditional phone makers for the first time "sub-brand" attempt in advance of Huawei, ZTE, gionee, Lenovo and other leading domestic mobile phone manufacturers are in a variety of ways to create out of the Nubian, IUNI, VIBE, and several new mobile phone brand. Although the mode of operation of these manufacturers for brands vary, but they are invariably a second stove also reflects a reality, the new market environment has begun to allow old factories have to active strain.
Reason of-
The rise of Internet marketing
Although several phone brands but also the longest established a year or so, but was reopened by traditional manufacturers stoves as a direct result, but millet dates back to three years ago, Lei June the establishment of science and technology, "the mode of operation of its US veterans of earthquakes for a dozen years. ”
Millet success inspired
Millet prior to cell phone, traditional handset makers to compete is the channel, as well as relationships with operators. However, is millet "Internet" introducing the concept of the mobile phone market. While millet was first established, these traditional phone Giants are also sniffed at the way Lei June selling phones online, without establishing a physical channel, not advertising, low price hardly make money ... ... Millet to make "mistakes" made over, but in the end the surprising fact, Remy phones was a big success.
"To tell the truth, General millet products, one domestic power companies can do better than that, but its mode of operation to those of us veterans of earthquakes for a dozen years, phones can be sold. "One big brother told reporters that domestic mobile phone ring with emotion.
"Waiting to die will die, death is not going to die. "Huawei, Huawei, President of e-commerce also points out these companies face new changes, had to change mentality. League Secretary General Li Yi believes that the mobile Internet industry, establish a new brand, try new methods of operation, for traditional mobile phone makers, is the most actionable "curve of the nation".
Standing on the position of the incumbent vendors, does not want to admit is that millet's success made them thinking began to change. Such as Huawei company has repeatedly said that separate the glory not because follow millet, but Huawei glory Chairman Yu Chengdong introduced new phone is doing with millet reference "more competitive than millet and red rice phone glory better value mobile phone", and glory product 3 c 798 priced just lower than the red rice 799 1, meaning full.
Gionee Lu Weibing, head of the investment brand mentioned before appearance of IUNI "anti-millet millet" point of view, says is based on the absorbed millet advantages through top up the short Board to counter the millet millet.
Brands tested
In the process of conversion rules, these domestic mobile phone manufacturers as a test bed for new brands and ask stone. "This is a secure mode of operation. "Li Yi said, because these firms is too large, all of a sudden transformation is not realistic, strong, change is likely to bring upheaval and even subversive, in since the first pioneers brands do, feel well, shifting course, is challenging the smallest, you manipulate the most.
In addition to avoiding the impact, retaining the traditional advantage is a concerted effort to choose a new brand of old times, an important reason to walk on two legs. Lenovo, for example, by virtue of established strong distribution channels in the PC market and closer cooperation with domestic telecom operators, Lenovo has used just a few years time to achieve domestic manufacturers have jumped into two or three lines from the domestic shipments in the largest domestic mobile phone manufacturers changes. "Consciousness is not in place and several years of rapid growth performance was overlooked by Lenovo marketing on the Internet, so we've got to make up for this. "Lenovo Vice President Feng Xing said. But he also stressed that before Lenovo certainly can't give up the advantage of the online channel.
In fact that even walking on two legs, to take the second leg for traditional mobile phone manufacturers will not be easy. Huawei terminal independent glory brand of plans in Huawei internal on once caused a has many of against of sound, this also makes this a programme in Huawei internal discussion has three years of long delayed failed to implemented, and eventually is in Huawei founder ren of "future can channel and Terminal two horse horse race" support stand Xia, only pressure live has against views, let glory achieved "single fly".
-Reviews
To some extent, millet's success proves the success of Internet phone models, but so far no other manufacturers to cell phones to catch up with the Internet and millet, also demonstrate this model will not be easy, not just anyone can play well.
Decentralization of independence is key to the success or failure of
Cheng Bo think mobile phone industry analyst, and millet-asset-light Internet phone manufacturers compared to traditional mobile phone manufacturers cut into the Internet phone market, has the inherent advantage of the glaring omissions.
On the edge, traditional mobile phone manufacturers with Internet companies do not have the capacity and ability to integrate the upstream and downstream industry chain, which also makes traditional manufacturers more likely to control costs, while the capacity is also more secure. Rely on millet is often constrained by the capacity of the OEM and parts supply, shortages became commonplace, and traditional manufacturers are almost not exist the problem.
While traditional firms the biggest disadvantage is understanding of the thinking of the Internet. Bosses of the traditional handset makers in the mobile industry experience, but awareness of the Internet is certainly not as immersed in Lei June for many years. "There are still many mobile phone business leader believes that the mobile Internet is selling cell phones online. "This conceptual gap, can affect the success or failure of the transformation from traditional phone.
Li Yi think, decided traditional phone manufacturers child brand can obtained success of key factors has two points, first is boss of determination has more big, policymakers can firm to towards established direction forward, "even losing Shang a years also not shake"; second is is decentralization, to new brand more big of free space to sailed, even cannot fear new brand will shock to themselves parent brand. "Worried if Tencent QQ's business would be affected, there will be no current micro-letter. "He believes that in these brands, interference with the smaller brands in the likelihood of future success. "Of course, the new brand building will also require a longer period of time, probably 1.5 years later, we can see some brands do bring a good turn for the parent company. ”
-Model
The manufacturers play a different
While several incumbent vendors have found a "sub-brand" open this common practice, but on the specific mode of operation, but it is significantly different, was essentially true worth its stuff, and these different directions attempts to also reflect their different ideas and reform efforts.
子品牌开路，国产手机纷纷换“新瓶”抢市场 - 国产手机,华为荣耀,努比亚,IUNI,VIBE - IT资讯子品牌开路，国产手机纷纷换“新瓶”抢市场
不久前，华为终端宣布将其原来的产品系列“荣耀”单独运营，使之成为一个独立的子品牌，并主打电商渠道。事实上，这并非传统手机厂商第一次进行“子品牌”的尝试，在华为之前，中兴、金立、联想等国内领军的手机厂商就纷纷以各种方式打造出了努比亚、IUNI、VIBE等几个全新的手机品牌。尽管这些厂商对于子品牌的运作模式各不相同，但它们不约而同另起炉灶的做法也折射出一个现实，即新的市场环境已经开始让老牌厂商不得不主动应变了。
□探因
互联网营销的崛起
虽然这几个手机新品牌成立时间最长的也不过一年左右，但让传统厂商重开炉灶的直接原因，却要追溯到三年多前雷军创立的小米科技，“它的运作模式把我们这些做了十几年的老兵都震了。”
小米成功受启发
在小米手机出现前，传统手机厂商比拼的是渠道，以及和运营商的关系。然而，是小米将“互联网”的概念引入到手机市场当中。尽管在小米成立之初，这些传统手机巨头还是对雷军网上卖手机的方式嗤之以鼻，不建立实体渠道、不打广告宣传、价格低得几乎不赚钱……小米几乎把能犯的“错误”犯了个遍，但最终令人大跌眼镜的是，小米手机居然大获成功。
“说实话，小米的产品做得一般，国内任何一家有实力的厂商都可以比它做得更好，但它的运作模式把我们这些做了十几年的老兵都震了，原来手机还可以这么卖。”一位国内手机圈的大佬对记者这样感慨。
“等死一定会死，找死却不一定会死。”华为电子商务部总裁徐昕泉的话也点出了这些厂商面对新变化，只得求变应对的心态。中国移动互联网产业联盟秘书长李易认为，成立新的品牌，尝试新的运作手法，对于传统的手机厂商来说，是最有可操作性的“曲线救国”。
站在老牌手机厂商的立场上，并不愿意承认是因为小米的成功使得它们开始转变思路。例如华为终端公司就多次表示独立荣耀品牌并不是因为效仿小米，但华为终端董事长余承东在之前介绍荣耀新品手机时就是拿小米做参照“比小米和红米手机更有竞争力更超值的荣耀手机”，同时荣耀新品3C的798元的定价刚好比红米的799低了1元，较量意味十足。
而金立的总裁卢伟冰在投资品牌IUNI亮相前就提到“以小米反小米”的观点，说是在吸收小米优点基础上，通过补足小米的短板来反击小米。
拿子品牌做试验
在转换玩法的过程中，这些国内的手机厂商将新成立的品牌作为了试验田和问路石。“这是一个稳妥的操作方式。”李易表示，因为这些厂商的体量太大，一下子实现转变并不现实，那种强烈的变革很可能会带来震荡甚至是颠覆，而先以自品牌做开路先锋，摸索好路线后再逐步转向的方式，则冲击最小，可操作性最强。
除了避免冲击，保留传统优势也是这些厂商不约而同地选择新老品牌并进，两条腿走路的一个重要原因。以联想为例，凭借在PC市场建立起来的强大销售渠道和与国内电信运营商紧密的合作，联想用短短几年的时间实现了从国内二三线厂商一跃成为国内出货量最大的国产手机厂商的转变。“意识不到位和几年来快速增长的业绩让联想忽略了互联网营销，所以我们现在有意识去补足这块。”联想集团副总裁冯幸这样说道。但是他同时也强调，联想之前在线下渠道上的优势也肯定不能放弃。
事实上即便是两条腿走路，能够迈出这第二条腿对于传统手机厂商来说也并非易事。华为终端独立荣耀品牌的计划在华为内部就曾经招来了不少的反对之声，这也使得这一方案在华为内部讨论了三年之久迟迟未能付诸实施，而最终是在华为创始人任正非的“未来可以渠道和终端两匹马赛跑”支持表态下，才压住了反对意见，让荣耀实现“单飞”。
□点评
从某种程度上讲，小米的成功证明了互联网手机模式的成功，但至今没有其他厂商能够在互联网手机方面赶上小米，也说明这种模式并不简单，也不是谁都能玩好的。
独立放权是成败关键
手机行业分析师成博认为，与小米这样轻资产型的互联网手机厂商相比，传统的手机厂商切入互联网手机市场，既有先天的优势也有着明显的缺陷。
在优势上，传统手机厂商有着互联网企业所不具备的生产能力和上下游产业链整合能力，这也使得传统厂商控制成本的能力更强，同时产能也更有保障。依赖代工的小米就经常受制于产能和零部件的供应，缺货也成了家常便饭，而传统厂商则几乎不会存在这一问题。
而传统厂商最大的劣势则是对互联网思维的理解。传统手机厂商的老总们在手机行业里经验丰富，但对于互联网的认识却肯定比不上沉浸其中多年的雷军。“现在还有不少手机企业领导认为手机互联网化就是在网上卖手机。”这种观念上的差距，足以影响传统手机转型的成败。
李易认为，决定传统手机厂商子品牌能够获得成功的关键因素有两点，第一是老板的决心有多大，决策者能不能坚定地朝着既定方向前进，“就算亏上一年也不动摇”；第二则是放权，给新品牌更大的自由空间去闯荡，甚至不能害怕新品牌会冲击到自己母品牌。“如果腾讯担心自己的QQ的业务会受影响，也就不会有现在的微信了。”他认为，在这些品牌中，受到干涉越小的品牌在未来获得成功的可能性越大。“当然，新品牌的塑造还需要一个较长的时期，或许一年半之后，我们能够看到有的子品牌确实为母公司带来了良好的转机。”
□模式
各厂商打法不同
虽然这几家老牌厂商都认定了“子品牌”开路这一共同的做法，但在具体的操作模式上，却是差别甚大，基本上是八仙过海各显其能，而这些不同方向上的尝试，也能体现出这些厂商不同的思路和改革力度。
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