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The author:(作者)归海一刀
published in(发表于) 2014/1/30 6:00:29
China’s bad mix： rise of local brands Samsung challenge Apple，

China's bad mix: rise of local brands Samsung challenge Apple-oppo, cool, millet, Apple, Samsung-IT information China's bad mix: local brands rise challenges Apple Samsung

Just in the United States, in many parts of the world, Apple and Samsung are undoubtedly smart phone market King. But in a country, winner still has not been determined, but there is one of the largest smartphone market, China. Some domestic Chinese brands are constantly occupied positions in the outside world unheard, and tried to challenge the scientific community both of these oligarchs.

Domestic Chinese brands the Smartphone hardware configuration is superior, but prices are relatively more affordable Apple and Samsung and its local mobile service operator in China have enjoyed very close relations of cooperation, in addition, these brands are also using social media and online forums in China, through creative ways to build their own brand of analysis group. These advantages, Chinese local brands in China, the world's largest smartphone market in even more powerful.

Due to United States and other mature markets growth is slowing, combined with the still has hundreds of millions of mobile phone users in China currently still using functional mobile phone, so that it became the battleground of the global smart phone brands. Market research firm Canalys estimated that last year, China Smartphone shipments to 354 million units, while the United States was 139 million. Which smart phone shipments in China this year is expected to reach 422 million units last year.

China Mobile's market potential is huge, so even if some local Chinese mobile phone manufacturer's business is concentrated in the domestic market, but those brands of smart phone sales have far exceeded those from foreign competitors. According to data from Canalys show that last year's third quarter, Yulong computer telecommunication technology (Shenzhen) co-produced by cool, over Nokia and Sony as the world Smartphone brand ranked sixth in sales. While in the Chinese domestic market, Hyundai's market share is 11%, ranked third, behind Samsung and 21% in the than Lenovo and Apple's market share in China was only 6%, ranked fifth.

Zhou Cheng Wang, 25, is a store manager in Hunan province. Recently, he purchased his first Smartphone, designed to replace the older Nokia phones. He spent about $ 500 price (about 3,000 yuan) purchase one by Guangdong mobile communications Europe Cooper oppo Find 5 smart phones produced by the company. The device uses Google's Android operating system, with 13 million pixel camera, and a 5-inch HD display, resolution even more than Apple's latest iPhone5s.

Oppo, cool and millet and other local brands in China, young people are Zhou Cheng as a sales target population. Zhou Cheng said that compared with other smartphone brands in China, Lenovo and Huawei, oppo cooler. "This phone will look good and slick. Oppo is for young people to create, its phones more fashionable. "Zhou Cheng said. In China, the oppo Find 5 introductory-level iPhone5c 30% cheaper. Local brands growing shares of Apple and Samsung and other foreign brands in China face a more challenging competitive environment.

On Monday, Apple released its 2014 fiscal first-quarter earnings. It was reported during the quarter, including mainland China, Hong Kong and Taiwan, greater China revenue growth most, rose $ 29% to $. Contrasts are in North America and Latin America markets, Apple closed down 1% when Ji Ying, to $ 20.1 billion.

However, Apple's market share in China this year will probably be improved, because it had 760 million users, China's biggest mobile operator China Mobile has entered into a collaborative relationship. On January 17 this year, China Mobile iPhone preorders. Earlier this month, China Mobile Chairman XI guohua said, since his book since the beginning of December last year, China Mobile has received over 1 million iPhone reservations. But analysts believe that, compared to other operators in China, China Mobile's iPhone contracts higher upfront costs, many based on price-sensitive consumers may be prohibitive. On Monday, Apple CEO Tim Cook (Tim Cook) that the cooperation needs time to prove the effectiveness of Apple and China Mobile, China Mobile is developing the 4G network business.

In the mobile industry, Hyundai is now one of the best. The brand and all of China's major telecom operators have a very close business ties, help the brand expand further outside the city centre market, such as Sichuan province and Hunan province. Cool 9080W is one of the hottest mobile products, the device is equipped with a 5.7-inch display, 8 million pixel camera, equipped with a quad-core processor, and will cost about US $ 260 (1560 billion yuan). Cool, it is trying to attract China's hundreds of millions of first-time smartphone users ' eyes. Last year, the cool parent company released its first-half financial reports, reports, 40% 2013 first-half profit rose to 212.8 million Hong Kong dollars (about 27.4 million dollars), up from 2012 HK $ 152.5 million for the same period (about 19.6 million US dollars).

Yulong CoolPad Zhang Guangqiang, Vice said earlier in an interview, "if our cell phones can make first-time smartphone users have a good experience, then their purchasing power increase, they might just buy more high price of cool cell phones. ”

However, some analysts expressed doubts about with Hyundai's strategy. They point out that for cool it, enhance brand awareness and to convince consumers to spend more money on their products, will be a major challenge.

In China, from the awareness of the local tyrant gold iPhone 5s on the other side can be seen, Apple remains one of Chinese consumers were most satisfied with the brand. While Samsung is on sale in China, priced at less than $ 200 (about 1200 million yuan) to compete with local vendors. Despite this, the smartphone makers and executives said their business to know more about the local market, and better meet the specific needs of Chinese consumers.

Attract young female customers, oppo was very successful. Which had previously enabled Hollywood actor Xiao Li, Leonardo DiCaprio (Leonardo DiCaprio), take a cell phone for their ads, and through the naming of local television shows to promote his mobile phone products. Last September, oppo on Twitter, the founder, SCOLAR member had said, "we were hoping to surprise the user. We don't want to be a follower. ”

Other smartphone makers in China, millet, founded in 2010, the company sought after to highly technical enthusiasts.

Millet, founder of Lei June said in an interview, "you offer a piece of advice to us, we quickly made a change, you will be led to lasting felt a surge of satisfaction. "According to Canalys data show that last year's third quarter, millet is the Smartphone market in China ranked sixth, behind Apple. Millet is so popular in China, also contributed to social media, Lei June on SINA weibo has nearly 8 million fans.

In order to expand to overseas markets last year, Remy has hired former Google Android product manager Hugo · Bala (Hugo Barra) to millet, Vice President. Barak said earlier this month, Remy to Singapore to enter.

Millet and oppo's success, other Chinese companies always saw the marketing and social media. Cool Vice President Zhang Guangqiang, said executives at SINA's micro-blogging and micro-letters to become more active on social media platforms such as. "A few years ago, as a software engineer, I'm not going to talk with users and the media. But the market has changed a lot. Now I often interact with users on Twitter. "Zhang yongqiang said. Now that he's a total of more than 275,000 Sina weibo.

中国不好混：本土品牌崛起挑战苹果三星 - oppo,酷派,小米,苹果,三星 - IT资讯
中国不好混：本土品牌崛起挑战苹果三星

不止是在美国，在全球许多国家，苹果和三星无疑都是智能手机市场的王者。但在一个国家，鹿死谁手仍尚无定论，而那里就是全球最大的智能手机市场，中国。一些外界闻所未闻的中国本土品牌正不断占领阵地，并试图挑战科技界这两大寡头。

中国本土品牌智能手机硬件配置精良，但价格相对苹果和三星更加低廉，而且其与中国本地的移动服务运营商之间有着非常密切的合作关系，另外，这些品牌还利用中国的社交媒体和在线论坛，通过有创意的方式来建立自己的品牌分析群。这些优势，让中国本地品牌在中国这个全球最大智能手机市场里如虎添翼。

由于美国和其他成熟市场增长正在放缓，加之目前中国仍有数亿移动手机用户仍在使用功能性手机，从而使之成为了全球智能手机品牌的必争之地。市场研究机构Canalys预计，去年，中国智能手机出货量为3.54亿部，而美国则为1.39亿部。该机构预计今年中国智能手机出货量将达到4.22亿部。

中国移动市场潜力巨大，因此，即便一些中国本地手机厂商的业务主要集中在国内市场，但这些品牌的智能手机总销量也已经远超那些来自与国外的竞争对手。据Canalys的数据显示，去年第三季度，由宇龙计算机通信科技(深圳)有限公司出品的酷派，超过诺基亚和索尼，成为全球销量排名第六的智能手机品牌。而在中国国内市场，酷派的市场份额为11%，排名第三，仅次于占比21%的三星和13%的联想，而苹果在中国的市场份额仅为6%，排名第五。

现年25岁的周诚是湖南省某卖场的一名经理。最近，他购买了自己的第一部智能手机，用来替换掉老款诺基亚功能手机。他花了约500美元的价格（约合3000元人民币）购买了一部由广东欧珀移动通信有限公司生产的oppo Find 5智能手机。该设备采用谷歌Android操作系统，配有1300万像素摄像头，及5英寸高清显示屏，分辨率甚至超过了苹果最新的iPhone5s。

oppo、酷派和小米等中国本土品牌，都是以周诚这样的年轻人作为销售目标人群。周诚表示，比起联想和华为等其他中国智能手机品牌，oppo更酷。“这款手机外观精美而且运行流畅。oppo是为年轻人打造的，它的手机更加时髦。”周诚说道。在中国，oppo Find 5的价格比入门级iPhone5c还要便宜30%。本土品牌不断增加的份额，使得苹果和三星等国外品牌在中国遭遇了更加具有挑战性的竞争环境。

本周一，苹果发布了该公司2014财年第一财季财报。据财报显示，该季度，包括中国大陆、香港和台湾在内的大中华地区营收增长最大，同比增长29%至88.4亿美元。而形成鲜明对比的是，在北美和拉丁美洲市场，苹果当季营收同比减少1%，至201亿美元。

不过，苹果今年在中国市场的份额或许将会有所提升，因为其与拥有7.6亿用户的中国最大移动运营商中国移动达成了合作关系。今年1月17号，中国移动版iPhone正式发售。本月早些时候，中移动董事长奚国华曾表示，自去年12月开始接受预订以来，中国移动已经收到了超过100万个iPhone预订订单。但分析师们认为，相较于中国其他运营商，中国移动版iPhone合约的前期成本较高，很多对价格比较敏感的消费者或许会因此望而却步。本周一，苹果CEO蒂姆·库克（Tim Cook）表示，苹果与中国移动合作的成效需要时间来证明，因为中国移动正在拓展4G网络业务。

在中国移动产业，酷派现已是佼佼者之一。该品牌与中国所有的主要电信运营商都有着非常紧密的业务联系，帮助该品牌进一步向中心城市以外的市场扩张，比如四川省和湖南省等。酷派9080W是其最热门手机产品之一，该设备配有5.7英寸显示屏，800万像素摄像头，搭载四核处理器，而售价约为260美元（约合1560元人民币）。酷派表示，其正在努力吸引中国数亿首次使用智能手机用户的目光。去年，酷派母公司发布了其上半年财务报告，财报显示，2013年上半年利润同比增长40%至2.128亿港币（约合2740万美元），高于2012年同期的1.525亿港币（约合1960万美元）。

宇龙酷派副总裁张光强先前在接受采访时曾表示，“如果我们的手机能让首次使用智能手机用户拥有良好的使用体验，那么以后他们的购买力增加的话，他们或许就会购买售价更高的酷派手机。”

然而，一些分析师对与酷派的战略则表示怀疑。他们指出，对于酷派来说，提升品牌认知度并说服消费者花更多的钱去买他们的产品，将会是一个重大的挑战。

在中国，从人们对土豪金iPhone 5s的追捧可以看出，苹果仍是中国消费者们最满意的品牌之一。而三星则在中国发售价格低于200美元（约合1200元人民币）来与本地手机厂商竞争。尽管如此，中国智能手机厂商的高管们则表示，他们的企业更了解本地市场，更能满足中国消费者们的具体需求。

在吸引年轻女性客户方面，oppo非常成功。其此前曾启用好莱坞男演员小李，莱昂纳多·迪卡普里奥（Leonardo DiCaprio），为其拍摄手机广告，并通过冠名当地电视节目来推广自己的手机产品。去年9月，oppo创始人陈永明曾在在微博上表示，“我们一直希望为用户带来惊喜。我们不想做一个追随者。”

中国另一个智能手机厂商，小米，于2010年成立，该公司先备受技术发烧友们追捧。

小米创始人雷军在一次采访中表示，“你向我们提供了一条建议，我们迅速做出修改，你将会由此持久地感受到一股成就感。”据Canalys的数据显示，去年第三季度，小米是在中国智能手机市场排名第六，稍落后与苹果。小米在中国如此流行，社交媒体也功不可没，雷军在新浪微博就拥有近800万粉丝。

为了将业务扩大至海外市场，去年，小米聘请了前谷歌Android产品主管雨果·巴拉（Hugo Barra）出任小米全球副总裁。巴拉在本月初曾表示，小米将向新加坡进军。

小米和oppo的成功，让中国其他企业看到了营销和社交媒体的总要性。酷派副总裁张光强表示，公司高管们在新浪微博和微信等社交媒体平台上变得更加活跃。“几年前，作为一名软件工程师，我不会与用户和媒体交谈。但是市场变了很多。现在我经常在微博上与用户互动。”张永强说道。现在他共有超过27.5万名新浪微博粉丝。

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