Domestic mobile camp accelerated differentiation, Huawei Huawei's sales in the first quarter over millet, millet, Association-IT information
Global smartphone market shocks, domestic mobile phone brand in China's increasingly competitive. Several familiar brands, just past the first quarter data show that Huawei's sales rising across the millet; Lenovo's global sales in the second competition in the domestic market "disappear"; TCL communication first-quarter net profit plunged by 95% ... ...
Domestic brands face a new environment, we must seek new ways of being. Reporter for the daily news conducted an in-depth interview with a view to show the industry status quo.
Bad news from the markets, global growth in smartphones has stepped on a foot brake –2016 sales of about 292 million units in the first quarter, fell to 18.6%, down 1.3%. Meanwhile, domestic brand differentiation began to intensify .
TrendForce intelligent handset sales in the first quarter, Huawei, Lenovo, millet is still occupying the top three , but the only company in the top three per cent growth. Cool lacklustre fell out of the top five,OPPO, VIVO tied for ranking in the top five . Overall market share is still in fourth place, TCL, sharp decline in performance.
Intense differentiation, OPPO, VIVO online layout advantages appear, not only share and gross margins lead. Huawei, millet, ZTE, cool, also pointing to below the line. Fierce competition in the domestic market, forcing manufacturers to overseas sales, in 2016, the Association will target overseas market share increased to 80%, cool upgrade to 70%.
Huawei's domestic market over the millet
Lei on the maturity of the Internet marketing business success of the millet, online sales model, driven by millet once occupied the China Smartphone vendor sales first. Millet company was born in just 5 years, launched the first mobile phones in just 3 years.
But the advantage is fleeting, millet had to pay more attention to construction of offline channels, although compared with online e-commerce channel capacity, inventory control has a higher degree of challenge. Partly because online marketing start-up bonus period ends, reducing barriers to entry and low price for many Internet phone competition, growth recession, on the high degree of market transparency on line, increasingly thin.
According to Sai Noi data from March 2015, the online channel mobile phone sales are decreasing at an average monthly rate of 5%, and the average monthly increase in sales in the mobile phone market below the line 6% to 8%.
Millet's recent market performance is also fully in line with this trend. 2015 millet selling 70 million mobile phones, and its global sales target 12%. The first quarter of 2016, Huawei's sales in the domestic smartphone market to 16.577 million units, has the highest first prize. According to data from IHS iSuppli research director Wang Yang, China, millet 2016 smartphone sales of 14.8 million units in the first quarter (including overseas). Comparison of 2015 sales in the first quarter, growth was negative. In addition, the price war of glory, TV plus, Meizu, millet profits began to decline as a whole.
Millet 5 press conference, Lei said millet will return "catch-up" and announced that it would "millet" by "service shop" upgrade to "offline retail stores" will expand to the whole country of 200~300 scale.
League Secretary General Wang yanhui, China Mobile, "said millet the first positions were replaced by Huawei. Millet, increase sales and steady profit margins are high, and another, expand offline channels. But the former inconsistent with the corporate culture and brand power of millet, millet down the line looking for space must walk the path. ”
Mobile Enterprise crowding together toward the line
"China's mobile phone market is basically 3 years or so will have a wheel change. In 2010, the OPPO, VIVO feature phone online can sell for more than 2000 Yuan, smartphones rise and ' China ', makes millet in the Internet era. But when market attention online, take out the OPPO and VIVO was studied. "Wang yanhui said.
By shares tied to each other with the channel mode, OPPO, VIVO online under a huge channel system, and built a line of market competition under the moat. In addition, strict product quality control and big brand marketing synergy, two of the company's annual profit margin than any other mobile phone.
According to JPMorgan data, OPPO, VIVO profit margins of about 10%, had caught up with Samsung over, Huawei's margins for high-end brands doing well in 7% to 8%.
OPPO and VIVO model, so that more and more manufacturers saw line, especially 4 to 6 line of the city's potential market. On April 21, Vice President, ZTE said in a media interview, Yu yifang, ZTE plan to build 3000 to 4,000 stores, including first-tier cities built 1~2 flagship store. In addition to the stores, ZTE will also bring more than more than 40 sales expert, layout of offline channels can be seen.
Huawei channel sinking speed is also accelerating, its consumer business CEO Yu told the business daily in an interview a few days ago, said: "thousands of County plans" will be completed in 2016, has now opened more than 300 enterprises. Started in the Internet channel TV plus reach strategic cooperation with Dixon, set objectives in the open 3,500 online store.
Want online market to find its place under the Association, in 2012, Lenovo's Smartphone market share, once ranked second, reaching 13.1%. But at present, the Lenovo mobile phone business in an embarrassing position.
Senior Vice President of Lenovo Xudong Chen also said in a recent media interview, Lenovo's mobile phone business to success at home must be products, channels, developed three arrows shot. "Lenovo ad campaign in the past is not enough to change this in the future. "Xudong Chen said. In addition, he pointed out that the domestic market based on the must-win retail channels.
"Mobile phones businesses get together offline to make, to the county-level city competition, predictable line margins will face a downward trend in the market. Meanwhile, construction of lines that would require a long period of time and the cost of capital, will also face the challenge of inventory control and channel control. "Wang yanhui said, not every business can succeed online. If heavily online shop, a couple of years without success, enterprise is easy in a dilemma situation. ”
Overseas markets is another way
In competition in the domestic market, brands such as Lenovo and opponents before getting more remote.
In fact, Lenovo's strategy is to focus on overseas sales this year, planning, overseas sales accounted for total sales 80%, Indonesia, and India, market share will exceed 10%.
In addition, Hyundai has announced that 2016 annual sales target of 30 billion yuan, of which overseas markets accounted for 30%, 70% per cent of the domestic market. 3-5 years in the future, Hyundai plans to achieve the 100% growth rate in overseas markets, revenue and profit in the domestic market.
Analysis of the first phone business Dean Sun Yanbiao, "Lenovo and cool are the two companies facing similar problems, Lenovo is ' basket phone ', who see good buy buy buy, self-development ability appears somewhat inadequate; cool open desk phone, who needs the technology to sell, sell, sell. So, Lenovo and cool look without tags, location was not clear, brand power enough. ”
Wang yanhui believed that "mobile phone market is leading two or three years, Lenovo, cool and TCL may be hard to find opportunities in the domestic market for a short time. But overseas has a broad market space, such as the Americas, India, Southeast Asia, the Middle East market is growing fast, and sustainable. ”
China branded the sea had achieved some good results. In Europe, Huawei has occupied Spain and the Italy market share more than 10%; in India, gionee, Lenovo, VIVO, OPPO further market share gains.
"China brand sea ushered in has a compared good of window period, first Apple of innovation force insufficient, update cycle slow, to has China enterprise a is good of market opportunities; second, Samsung sales of increases main reasons is not high-end products sales, but on 2000 Yuan price document products of complement; also has, Huawei in high-end phone Shang of success, gradually let China phone out cottage machine of label. But Huawei, ZTE, Lenovo, TCL, China's enterprises can be patented under the cover of aggressively expanding overseas market. "Sun Yanbiao said.
国产
手机阵营加速分化，一季度华为销量超
小米 - 华为,
小米,联想 - IT资讯
全球智能手机市场震荡，国产手机品牌在国内的竞争越来越激烈。耳熟能详的几大品牌中，刚刚过去的第一季度数据显示，华为销量上升并超越小米；联想虽然全球销量第二但在国内市场竞争中基本“消失”；TCL通讯一季度净利润暴跌95%……
国产品牌手机面临新的环境，必须寻求新的生存方式。《每日经济新闻》记者对此进行深入采访，以期展示业界现状。
市场传来坏消息，全球智能手机的增长踩了一脚刹车——2016年第一季度销量约2.92亿部，环比下滑18.6%，同比下滑1.3%。与此同时，国产品牌的分化开始加剧。
一季度TrendForce国产智能手机销量排名中，华为、联想、小米仍占据前三，但前三名中只有华为同比实现增长。酷派表现低迷跌出前五名，OPPO、VIVO并列排名进入前五。整体市场份额仍在第四位的TCL，业绩则出现大幅下滑。
剧烈分化中，OPPO、VIVO在线下布局的优势显现，不但份额提升且毛利率领跑。华为、小米、中兴、酷派等也将矛头指向线下。而国内市场竞争激烈，逼迫手机厂商向海外要销量，2016年，联想将海外市场份额目标提高到80%，酷派提升到70%。
●华为国内市场超小米
雷军对互联网营销的成熟运营成就了小米，在网上销售模式推动下，小米一度占据中国智能手机厂商销量第一位。而小米公司诞生仅仅5年，推出第一款手机不过短短3年。
但是优势转瞬即逝，小米不得不开始重视线下渠道的建设，尽管这和线上电商相比对渠道合作能力、库存控制能力有更高的挑战。一方面是由于线上市场初创红利期结束，进入门槛降低，众多互联网手机厂商低价竞争，销量增速出现严重衰退；另一方面，线上市场价格透明程度高，利润越来越薄。
根据赛诺的数据，从2015年3月开始，线上渠道手机的销量以平均每月5%的速度递减，而线下手机市场的销量平均每月上升6%至8%。
小米近期的市场表现也完全符合这一趋势。2015年小米销售了7000万部手机，和它的全球销量目标相差12%。2016年第一季度，华为在国内的智能手机市场上销量为1657.7万台，已经高居第一名。IHS iSuppli中国研究总监王阳提供的数据显示，小米2016年第一季度智能机销量1480万部（包含海外）。对比2015年第一季度的销量，增长为负。另外，荣耀、乐视、魅族的价格战，让小米整体利润开始下滑。
在小米5发布会上，雷军表示小米将重新“补课”，并宣布将把“小米之家”由“服务店”升级为“线下零售店”，将拓展至全国200~300家的规模。
手机中国联盟秘书长王艳辉表示，“小米国内第一的位置被华为取代。对于小米，增加销量、保持平稳利润率一种是做高端，另外一种是拓展线下渠道。但前者与小米的企业文化和品牌力量不符，到线下去寻找空间是小米必然要走的一条路。”
●手机企业扎堆挤向线下
“中国手机市场基本上3年左右会产生一轮更替。2010年，OPPO、VIVO功能手机在线下能卖到2000元以上，智能手机时代崛起了‘中华酷联’，互联网时代成就了小米。但在线下市场重新被重视的时候，OPPO和VIVO又被拿出来研究学习。”王艳辉说。
通过与渠道商之间互持股份的捆绑模式，OPPO、VIVO在线下建立了庞大的渠道体系，并建起了线下市场竞争的护城河。另外，通过严格的产品品控和巨额的品牌营销做协同，两家公司每年的利润率超过其他国产手机。
摩根大通数据显示，OPPO、VIVO利润率约10%，已经追上三星；同期，高端品牌表现抢眼的华为利润率在7%到8%。
OPPO和VIVO的模式，让越来越多厂商看到线下，尤其是4到6线城市市场的潜力。4月21日，中兴通讯副总裁俞义方接受媒体采访时说，中兴计划要建3000到4000家门店，其中一线城市建1~2家旗舰店。除了门店，中兴还将引入40多位销售专家，线下渠道的布局力度可见一斑。
华为渠道下沉速度也在加快，华为消费者业务CEO余承东日前接受《每日经济新闻》记者采访时表示，华为“千县计划”将在2016年完成，目前已经开业300多家。而在互联网渠道起家的乐视与迪信通达成战略合作，定下开设3500家线下店面的目标。
想要重新在线下市场找到自己位置的还有联想，在2012年，联想智能手机市场份额曾一度位列国内第二，达到13.1%。但目前，联想手机业务陷入比较尴尬的境地。
联想高级副总裁陈旭东近日接受媒体采访时亦表示，联想手机业务要在国内取得成功，必须产品、渠道、研发三箭齐发。“联想以往广告攻势不够，未来要改变这个现象。”陈旭东说。另外，他指出要在国内市场立足必须拿下零售渠道。
“手机企业集中扎堆到线下，到县级城市竞争，可以预见线下市场的利润率也将面临下滑的趋势。同时，做线下需要长期的渠道建设时间和资金成本，也将面对库存控制能力和渠道掌控能力的挑战。”王艳辉表示，并不是每家企业都能在线下取得成功。如果在线下大肆开店，一两年没有取得成绩，企业很容易陷入进退两难的境遇。”
●海外市场是另一条路
在国内市场的竞争中，联想等品牌和以前对手的距离越来越远。
事实上，联想今年策略仍以海外销售为重心，规划海外销量占总销量80%，在印度尼西亚、印度等市场份额将突破10%。
另外，酷派日前宣布，2016年全年销售目标为300亿元，其中海外市场占比30%，国内市场占比70%。未来3~5年，酷派海外市场计划实现100%年增长率，营收与利润达到国内市场规模。
第一手机界研究院院长孙燕飚分析，“联想和酷派是两家面临相似问题的公司，联想是‘提着篮子做手机’，看到谁的技术好就买买买，自我研发能力显得有些不足；酷派是打开柜台做手机，谁需要技术就卖卖卖。所以，联想和酷派看起来没有标签，定位不清晰，品牌力也不够。”
王艳辉认为，“手机市场从来都是各领风骚两三年，联想、酷派和TCL可能短时间内很难在国内市场找到机会。但是在海外还有广阔的市场空间，比如美洲、印度、东南亚、中东地区市场都在快速增长，并且可持续。”
中国品牌出海已经取得不错的成绩。在欧洲，华为已经占据西班牙、意大利市场份额的10%以上；在印度，金立、联想、VIVO、OPPO市场份额进一步扩大。
“中国品牌出海迎来了一个比较好的窗口期，首先苹果的创新力不足，更新周期慢，给了中国企业一个很好的市场机会；其次，三星销量的增大主要原因并非高端产品销售，而是对2000元价格档产品的补足；还有，华为在高端手机上的成功，逐渐让中国手机摆脱山寨机的标签。而且包括华为、中兴、联想、TCL在内的中国企业可以在专利掩护下，大刀阔斧地扩展海外市场。”孙燕飚说。