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The author:(作者)qqpublished in(发表于) 2015/6/19 12:26:24 From low to high end： Chinese mobile phone how to go？ ，
Domestic mobile phone into a jump out of the quagmire, and low-end market spoiler more low-end mobile fighting wars is no bottom line. For example, "break the hardware boundaries, UI, content borders the border" Super phone, publishing announced the phone BOM (BOM) price, mobile phone prices to 1499 Yuan price, at the same time, under pressure from price strategies need, millet 4 to join the price war competition. 6.2, Meizu released Note2 charm blue, its 799 Yuan price of red rice Note cost advantage disappears. Millet is naturally unwilling to be Meizu sniper, so to reduce the red rice 2A "unbeatable prices" 499 Yuan. Millet is unexpected, followed by more ruthless, is good at aggravating Zhou launched queer God F1 plus direct prices fell to 399.
When mobile phone manufacturers are breaking price reserve price at the same time, but forgot since last year, a high profile manufacturers shouted to transition to a high end of the market, but last year, in addition to the home Huawei mate7 Hass chip sales and outstanding reputation in addition to domestic manufacturers at the top end of the market as a whole is at a standstill for a long time. But this year, the domestic "King" battle began was launched, such as millet Note hat, Huawei's P8, Lenovo MotoX Pro, cool Platinum, Nubian Z9, is located around 3000 Yuan and over priced.
But overall sales and on the user's attention, but is not optimistic. IPhone6 sold compared with the domestic high-end watch a few shows that highlighted brand differences are widening. Because we also see the irrational price mobile phone after the killing, stimulating an irrational boom in sales of low-end market, further solidified the brand part of the mobile phone, reverse suppressed-made mobile phones to high end of uptrend.
But high-end brands to build hardware alone is a dead end. We saw the Samsung due to horizontal integration strategy has drawbacks, said, in the performance of a single core hardware often lost with the vertical integration of hardware manufacturers. For example, Samsung S6 14nm FinFET7420 technology, to 7420 SoC processor, in terms of power consumption and heat, temperature control and the performance is excellent, but compared to Qualcomm, 810, remains in the shadow of fever. In other words, pure hardware vendors do not ensure the best of mobile phone experience. So from Samsung's decline can be seen, hardware is not equal to the brand, Samsung horizontal integration hardware is still in, but the brand down, it is an indisputable fact.
Ways to lower the cost of non-integration such as domestic manufacturers, but does not match between the individual components can also affect performance, and upstream industrial chain "supply" restrictions. Then the mobile phone you want to establish a brand image, what path should go?
-Made mobile phones in the high-end market stalled direct causes are known in the industry for a long time, such as the lack of similar Samsung hardware vertically integrated industry chain, as well as ecological advantages there is no Apple software and hardware integration, and made smartphones powered by Google's Android operating system, lack of uniqueness is not strong and core technology brand is diluted. Such as high-end phones in the country in addition to the emphasis on configuration, it's hard to sell people's unique advantages. Samsung S6 at least surface highlights on the screen, such as hardware design.
We see, part domestic phone is to Apple do ecological of way par, but Apple of Foundation is to iOS for core of soft hardware integration of ecological and brand precipitation, this is domestic phone learn not to is partial to learn of path, to know, domestic phone are in Android camp, operating system no control right, industry chain link also subject Yu people, built ecological system a said ultimately just Castle in the.
After all, the domestic mobile phone did not get rid of impulsive, opportunistic, playing with marketing and ecological concepts to confuse nontechnical users of this image, but marketing gimmicks have sufficient good faith is a source of brand image. We also see that eco is more and more at home, outside of millet, 360 joint ventures with Hyundai, applied through installed qihoo 360 stores and mobile phone assistant APP, hoping to create their own product ecosystem. In addition, the manufacturers continued war, such as millet and recent music video.
Leading domestic brands are not focused on products and technologies, while strong in marketing and flicker of image, this image with higher-end road is retrograde. The marketing gimmick of so-called eco-only users of the debate and, in turn, this pseudo-eco core capacity overhead is also not conducive to handset makers high-end brand.
Made mobile phones still lack a user pain point with micro-innovation and packaging capabilities. Actually, domestic phone is and has many based on conditions of micro-innovation, like first launched dual SIM double stay phone, and double system hardware isolation, and global most thin of phone, and will Hi-Fi products of chip transplant to phone fine, but is has been lacks packaging capacity and on user pain points of card bit capacity, and user pain points including fever and hardware and software fusion of system optimization, and range, and process, many details, domestic phone currently also not has in a pain points of has match user needs of exclusive advantage.
Another is the culture. War is not a high-end brand culture, culture must be entities that can feel and touch and experience. Mobile phone problems talking about the Internet in recent years thinking and cost-effective, millet or learning to do an independent brand, but this pattern live middle and low-end users, but at the high end of the market, but not giving a direct access to the heart of the impact.
We know that Apple with Steve Jobs the founder of this legend and culture, in addition, the retail store Apple line up under the Apple brand system, as an important link through an experience of luxury décor and fine services and give customers the premier Apple devices against more attractive, the centripetal force of the brand and customer loyalty often comes from packaging with these quality and style. Domestic mobile phone has long been less of a show promoting high-end brand attributes and associations with Windows. Because high-end customers need not only the prices, but the experience.
Above is the mobile phone the main cause for delays hit the high-end market. And phone manufacturers should do of, is is has sincerity of put assets, and strategy and capacity show to user, let user on its itself of strength produced a trust relationship, and non-rely on saliva war flickers mass, need online Xia build high-end entity shop build brand Lenovo window, high-end phone must to has luxury of value property, and world Shang of luxury from Apple to pedicle where Nepal to Coach, no which a luxury brand is not Ravel Xia experience shop of.
In addition, the control of one or two core hardware technology, with software on the basis of this ecological layout of brand promotion field. As we see, Apple does not pursue the whole industry chain control, but only won the core technology and the hardware and software assets, such as A8 Processor Apple and iOS systems such as graphics processing, co-processor M7, ancillary hardware given to supplier development, also control of the voice of the industry chain, running would be more flexible. But for now, Chinese mobile phone from beginning to end is pursuing a "copycat", most did not think single core technology breakthrough and control problems, resulting in innovation gaps, lack of brand image in user's minds a real representative of the technical foundations for high-end brand image.
Under the daiweiake brand of relevance: the brand extension depends on the core brand associations and relationships between brand and customer, a representative of an innovation, strong brands or sub-brands are indispensable elements to create high-end brands.
But domestic brands are not representative of the mobile phone manufacturers to create strong brands and innovative images, but the price and low image, such as cool, Huawei, the glory of God, red rice and millet. The brand eventually became the vanguard of impact low end user, resulting in low-end brand image.
Because such price wars are real competition with the domestic mobile phone business, its negative effect is that when prices of domestic mobile phone this is not rational when the fighting intensified, not only profit margins narrowed, also lead to various manufacturers to focus on the advantages of resources and technology settling up-market brand. This results in a market on the thinking and strategy of inertia, leading brands will stay for a long time at a low stage, like the one at the lower end of the circle mix for too long, entering into the upper circle or noble industries often lack a temperament in high-end circles steeped for a long time.
After all, the industry as a whole needs to sweep the domestic mobile phone market sought the shortcut to the impetuousness of the business model, low-end spree winds do not change, the domestic mobile phone market way out of reach.
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