Master core technologies of gree, mobile phone to do why the underdog? -Gree, TCL, Haier-IT information

Objective: traditional home appliances in a price war, the war of succession under alternating, profit becomes negligible. While in the 3C integration of environment, profits are relatively lucrative mobile phone industry, has become the target of many cell phone manufacturers covet. After all these years, have experienced trials and hardships of domestic mobile phone now floating,now submerging, strength and weakness. Mobile revenues to independently, but abandoned it is a real pity. Under tepid, the dream continues.

Mobile phone industry has never lacked for new participants, since the start in 2011 domestic Smartphone popularity. Now, in the past five years later, remains a not finished eating cake. Remove original traditional handset makers such as ZTE, Huawei, Nokia, Motorola, outer: a large number of Internet companies and traditional household electrical appliance enterprises have to share.

In May 2013, KONKA launched named "Van Gogh" Smartphone, the main HD viewing experience.

In early 2014, Lei was "1 billion bet" after helm Dong mingzhu, gree gree will enter the mobile phone market.

Beginning of May 2015, following Hagrid announced to enter the mobile phone market, Rainbow, Rainbow communications company chairman Liu tibin, General Manager of the company declared that "the world is so big, mobile phone market is so big, CHANGHONG will go and see! ”

In addition, like Haier, TLC, Skyworth and other well-known household electrical appliance enterprises have had at an earlier time into to the mobile phone industry.

But why after experiencing several years of time tested, these brands of mobile phone have not been able to succeed?

Gree electric appliances in 2015 years 13.4% sharp drop in revenue, net profits were flat and sharp decline in net profit in the deduction of capital gains and losses 18%. End of gree electric appliances for a long time and again surprisingly high growth myth. While Qingdao Haier as revenues net profits were flat with 10%. Konka at the end of 2015, when you publish the report admits loss of nearly 200 million Yuan. CHANGHONG is in 2015 quarter losses by financial firms expect losses amounting to 1 billion.

Watch out, all new year's household electrical appliance enterprises are not very smoothly. New Mobile Division is not to revitalize enterprises losses involved. So, why these traditional home appliance company to break into the mobile phone industry has been unknown yet?

1. the slow pace and lack of sources.

2011 Smartphone growth spurt began in China, many manufacturers began to taste the sweetness of intelligent machines. Under the high-margin return, huaqiang North, factories and cottage makes a pot full of big bucks. While household electrical appliance industry seems to have hesitated a little bit on the attitude to enter the mobile phone industry, this period of wandering from one to two years made the development of household electrical appliance enterprises had missed the Smartphone's "golden period".

Secondly, the lack of progress slowly also makes household electrical appliance industry in mobile development. Smartphone popularity early, the best and fastest way of development is undoubtedly the cooperation with operators and mass market distribution. In this regard, the "Chinese" traditional mobile phone company, led the channel firmly, traditional home appliance manufacturers to step in. Although Hisense, Haier-led after the appliance maker also signed underwriting contracts with the operators, but not less poor, and time is a little late.

2. market positioning is not clear and the determination is not decisive

Traditional home appliances industry in tapping into the mobile phone market, did not find the right market positioning. Often blindly, with what what fire followed in the market, lack of markets and consumers remember product. 2012-2013 period, Hisense has snatched the part under the orders from operators, but due to the lack of features compared to "cool China" lack of brand influence, leading to poor sales. In April 2012, the 360 named TCL and Haier jointly launched the "AK47" and "Battleship" 360 special machines, hoping to counter the millet. However mundane design and optimization of the operating system also allows both models lost in the vast sea.

Traditional home appliances enterprises did not seem to mind in the mobile phone industry, decisions of procrastination and brand strategy, marketing and sale of imperfect doomed they don't succeed. Possible underlying causes of lies, which is the main profit points of household electrical appliance industry, if large-scale investment in the mobile phone industry, won the gaiters, losing may affect your performance.

3. successful models of bondage and oppression of the emerging Internet companies

Traditional appliance maker's success is to learn foreign technology to supply chain and the low cost of production to lower prices more competitive success. Similar to the approach is similar to the National Association, focused on "trade and industry" approach: first to open market prices and sales, followed by attention to the production process and the internal core technology. This innovation has been slow household appliances industry understandable, and with the success of these companies has proved the feasibility of the model. Immersed in traditional household appliances industry in original success mode only this mode into the phone without some idiot.

First, the smart phone as an emerging industry, its perfection is far from traditional household appliances are so high. Evolving innovation constitutes a difference between the various brands, and also form the consumer to buy its driving force. Ordinary phones may not be out of the market, but of course, he won't have too many sales. Less accumulated traditional home appliance manufacturers in the communications technology, compared to the original's old mobile phone manufacturers: software level spell, but also the emerging Internet companies. The lack of core technology makes it difficult for traditional home appliances maker introduced a mobile product success.

And home appliance manufacturers in the original pattern in traditional focus on supply chain and production to build low-cost advantages are Internet firms are now playing bad. In the absence of others, especially after profit, can only rely on traditional home appliance manufacturers are clearly cost-effective hardware to make money the xiangbei manufacturers found it difficult to keep up with the Internet.

Conclusion: the domestic mobile phone market is already an increasingly fierce competition in the market, any brands based on it's not easy, to traditional home appliance manufacturers benefits in the absence of the mobile phone industry is now much more difficult. Power technology believes that nowadays traditional home appliance manufacturers should do their own appliances, into consumer demand for household electrical appliances intelligent, and continuously improve their innovation and technology can improve their competitiveness so as to get a place. After all, the next Internet vendors, has been aimed at the smart home in this direction.

掌握核心科技的格力，做手机为何不被看好？ - 格力,TCL,海尔 - IT资讯

前言：传统家电在价格战、品牌战相继交替下，利润变得微乎其微。而在3C融合的大环境下，利润相对丰厚的手机行业，一度成了众多手机厂商觊觎的目标。时隔几年，经历了风雨洗礼的国产手机载沉载浮，喜忧参半。手机的营收难以独当一面，但弃之又实在可惜。不温不火之下，这春梦仍在继续着。

手机行业从来不缺新的参与者，自从在2011年国产智能手机普及开始。至今，在已然过去了五个年头之后，市场仍是一块未被啃完的蛋糕。除去原有的传统手机厂商，如中兴、华为、诺基亚、摩托罗拉等外：一大批互联网厂商乃至传统的家电企业也要进来分一杯羹。

2013年5月，康佳发布了命名为“凡高”的智能手机，主打高清视觉体验。

2014年初，在于雷军进行了“十亿豪赌”之后，格力掌门人董明珠放言格力将进军手机市场。

2015年5月初，继格力宣布进军手机市场之后，长虹公司总经理、长虹通信公司董事长刘体斌宣布“世界那么大，手机市场那么大，长虹要去看看！”

另外，像海尔、TLC、创维等知名家电企业已于更早的时候已经杀入到了手机行业。

但，为什么在经历了数年的时间检验之后，这些品牌的手机一直没能成功呢？

格力电器2015年中报营业收入大幅下降13.4%，净利润同比持平，而扣除非经常损益的净利润竟然大幅下降18%。结束了格力电器长期以来一再出乎意料的高增长的神话。而青岛海尔则在收入下降10%的情况下实现净利润同比持平。康佳在2015年末发布报表时坦言亏损将近2亿元。而长虹更是在2015季度大亏之后被金融公司预计亏损达10亿。

看的出，各个家电企业的新年过的都不太顺当。新兴的手机部门也并没有力挽企业亏损的狂澜。那么，这些传统家电企业为何在进军手机行业之后一直默默无闻呢？

1.缓慢的步伐以及缺失的渠道。

在2011年中国智能手机井喷式增长开始，许多厂商开始尝到做智能机的甜头。在高利润率的回报下，华强北的代工厂乃至山寨机都赚了个盆满钵满。而此时的家电行业似乎在对于是否进军手机行业的态度上犹豫了些许，这一到两年的徘徊期使得家电企业错过了智能手机的发展的“黄金期”。

其次，渠道的缺失也使得家电行业在手机发展时进度缓慢。智能手机普及初期，最好最快的发展方式无疑是与运营商进行合作然后大规模的向市场铺货。而在此方面，以“中华酷联”为首的传统手机厂商将此渠道牢牢掌握，传统家电厂商难以插手。之后虽然以海信、海尔为首的家电厂商也和运营商签订了包销合同，但不仅量少的可怜，而且时间也略微晚了些。

2.市场定位的不明晰以及决心的不果断

传统家电行业在进军手机市场之后，并没有找到自己合适的市场定位。往往是盲目跟风，随着市场上什么火跟着做什么，缺乏能让市场和消费者记得住的产品。2012~2013年期间，海信曾从运营商手中抢下一部分订单，但由于特色的缺失以及相比“中华酷联”品牌影响力的不足，导致销量不佳。2012年4月，360联合TCL、海尔推出命名“AK47”和“超级战舰”的360特供机，希望以此来对抗小米。然而平淡无奇的外观设计以及操作系统的优化不足也使得两款机型淹没在茫茫机海中。

传统家电企业似乎并没有下定决心要在手机行业有一番作为，种种决策和品牌战略的拖沓，营销和售后的不完善也注定他们不会成功。可能内在原因在于，这些企业的主要盈利点还在于家电行业，如若在手机行业大规模投入，赢了自然皆大欢喜，输了恐怕会影响自己原本的业绩。

3.以往成功模式的束缚以及新兴互联网厂商的压迫

传统家电厂商的成功在于学习了国外技术之后以供应链和生产环节的低成本来降低销售价格提高竞争力取得成功。类似于国内联想的方针类似，注重“贸工技”的方式:先以价格和销售打开市场，随后在注重生产工艺以及内在核心技术。这点放在创新点缓慢的家电行业无可厚非，而且随着这些企业的成功也证明该模式的可行性。而传统家电行业沉浸在原有的成功模式中，妄想将此模式套入手机领域无外乎就有些痴人说梦了。

首先，智能手机作为新兴的行业，其完善程度远没有传统家电那么高。不断发展的创新点构成了各品牌手机之间的差异性，也形成消费者购买其的原动力。平淡无奇的手机产品或许不会被市场淘汰，但固然也不会有过多的销量。传统家电厂商在通讯技术上积累较少，比不过原本的老牌手机厂商：在软件层面也拼不过新兴的互联网厂商。核心技术的缺失使得传统家电厂商推出的手机产品难以成功。

而且在传统家电厂商原有模式中注重以供应链和生产环节来打造的低成本优势也被现如今的互联网厂商玩儿烂。在缺少其他特别是软件盈利点之后，只能依靠硬件来赚钱的传统家电厂商显然在性价比方面难以跟上互联网厂商的项背。

结语：国内手机市场已经是一个竞争日趋白热化的市场，任何一个品牌想立足确实不易，传统家电厂商在缺失了种种优势之后要现在手机行业成功更是难上加难。电科技认为，现如今传统家电厂商更应该做好自己本职的家电产品，融入现在消费者对家电智能化的需求，在不断提高自身创新和技术积累之后才能提高自身竞争力从而获取一席之地。毕竟，互联网厂商的下一步，已经瞄准了智能家居这个方向。