Mobile civil war: Shenzhen Huawei, OPPO, VIVO rolling millet, Beijing letv-Huawei, OPPO,vivo-IT information
As a fan, sees world champions, Real Madrid against Atletico Madrid, Giants players bench played a decisive role. A TMT as reporters, immediately think of domestic handset makers "North-South battle" for nearly a year, this southern region of Shenzhen mobile phone operators, regardless of brand or on shipments to pressure the Northern brands such as Lenovo, in essence, is the depth of research and development .
Technical depth, no football to say sexy. What's behind it? We can see the hand behind Huawei sued Samsung, Huawei and Korea supply chain has thousands of links to prosecute infringement of Samsung is confident will not be countered; see OPPO "bred in an inner Chamber, with no one knowing her" to the shipments of blockbuster; see resurgence in the world's most difficult the United States market, repeated maneuvers of 337 investigation 6-5 win.
Optimism that, seen from the rise of the mobile phone market, while speed and momentum of the Chinese mobile phone manufacturer has taken over the global cell phone market. Mobile phone brand in China is concentrated in Shenzhen and Beijing between South and North. If brands market to do Poker, with Huawei, ZTE, OPPO, VIVO, gionee, coupled with Africa's hidden champions sound, South was basically getting at the "two-four 2-Wang", shipments to the Northern Association, millet, music video is almost crushing. Of course, we cannot simply get differences in shipments, but can be seen from the brand's marketing strategy difference summed up the general rule.
Markets South better
Now go back to two years ago, millet and Huawei mobile phone performance opposite momentum. Huawei has also bogged down in quagmire of carrier bundle, on its little goodwill. Lei to create a "user" mode, so that the "cool China" collective worship. Yu in August 2014, to begin to make cuts in low-end models, focus fine decision.
But a year later, IDC released mobile phone shipments in the fourth quarter of last year ranked Huawei replaced millet ranks first. To the first quarter of this year, millet have been forced out of the top five in the world, and in the top five in the three Chinese companies, apart from outside the company, the other two are OPPO and VIVO. Characteristics of the two companies is that most of their energies in more than 2000 mid market segment.
According to Taiwan media reports, increasing OPPO 2016 shipments expected, leading Taiwan chip supply capacity, OPPO expected 2016 sales targets or even to 80 million units.
Lenovo? According to Gartner (Garter) statistics, in the first quarter of 2016, Lenovo's Smartphone sales fell 33%, could not squeeze into the top five smartphone sales lists, and even missed the top ten.
Eco-mode and China Unicom channel sales, while shipments in the fast-growing, but for 10 million sales data released, IHS Technology market research director, Mr Wang said in media interviews, music depending on the claims of thousands of shipments of mobile phones should be, rather than sales, number of letv mobile actually sell to end users is difficult to reach this figure.
Sustainable competitiveness the South sent the same dominant
Shenzhen mobile phone popularity thanks to Shenzhen has called the world's most complete industry chain. According to incomplete statistics, about mobile phone manufacturer in Shenzhen more than 600 enterprises, more than 2000 other supporting many types of mobile phone company around, tens of thousands of enterprises, industrial chain matching rate of 99%.
Recently, the State intellectual property Office published the "2015, development of intellectual property in China", patented in the highly anticipated electronic communications industry rankings, respectively, are in the top four: ZTE, OPPO, millet, Huawei, patent number was 3,516, 3,338, 3,216, 3,183, Lenovo 1826 ranked seventh.
OPPO and VIVO per home per year spent advertising cost of about 2 billion yuan, compared with brand has more marketing power in the North, especially millet and TV plus Internet marketing model is more economical and faster. From industry and capital of angle see, Shenzhen Enterprise essentially is preference conservative of manufacturing, except ZTE phone has mother company ZTE communications outside, Huawei, and OPPO, and VIVO, and Jin, most brand no to market public financing, this effect products more attention hardware process; Beijing phone brand more preference capital operation, millet, and Le depending on in must degree Shang told is relies on financing development up of, products more about Internet concept.
But sustainability of Internet marketing starts with millet falling sales being called into question. At present, including millet, TV plus Internet brand layouts, BTL, OPPO, VIVO, gionee offline channels were out again.
From 2016, overall market performance in the first quarter, global shuffling deepens, Internet brands is deeply injured, hammer, music lemon is far from satisfactory, iuni, coke and other Internet brands disappeared; Lenovo haven't found on my way in reforming itself. On the contrary, Huawei, OPPO, VIVO, gionee sales trend growth. Contrast down on the sustainable competitiveness of the two places, South over North. Internet marketing wind after Northern brands of recovery, you may need to the arrival of the next outlet.
手机南北战争：深圳华为、OPPO、vivo碾压北京
小米、乐视 - 华为,OPPO,vivo - IT资讯
作为一个球迷，看到全球瞩目的欧冠决赛上，皇马再次战胜马竞，豪门球员的板凳深度起到决定作用。作为一个TMT记者，立即联想到国内手机业的“南北战场”，近一年时间，深圳这个南派区域的手机商们，无论在品牌还是出货量上，压制了北派的联想等品牌，究其根本，也是研发的板凳深度使然。
技术深度，说起来没有足球性感。它的背后有什么？我们能看到华为起诉三星背后的底气，华为和韩国供应链有千万种联系，起诉三星侵权有信心不会被反制；能看到OPPO从“养在深闺人未识”到出货量一鸣惊人；能看到中兴在全球最难搞的美国市场，屡遭337调查却6战5胜的纵横捭阖。
乐观地说，从手机市场追赶、崛起的速度看，中国手机厂商有接管全球手机市场的气势。中国手机品牌主要集中在深圳、北京这南、北两地。假如用品牌市场表现来做扑克牌，拥有华为、中兴、OPPO、VIVO、金立，加上在非洲隐形冠军传音，南派基本上拿到了“两王四个2”，出货量上对北派联想、小米、乐视几乎是碾压的。当然，我们不能单纯从出货量上得出产品能力差异，但是能够从两地品牌的市场策略差异上总结出一般规律。
市场表现南派更优
回到两年前的现在，小米和华为手机势头表现截然相反。华为还深陷运营商捆绑的泥潭，消费者对其几乎没有好感。雷军开创的“用户参与”模式，让“中华酷联”集体膜拜。余承东在2014年8月份才开始做出削减低端机型、聚焦精品的决定。
但是一年多以后，在IDC发布的去年第四季度中国手机出货量排行中，华为取代了小米位列第一。到今年一季度，小米在全球的排名已经被挤出了前五，而在进入前五的三家中国公司中，除了华为外，其他两家是OPPO和VIVO。这两家公司的特点是，它们主要的精力都在2000元以上的中端细分市场。
据我国台湾媒体报道，OPPO不断加大2016年出货量预期，导致台湾芯片供应能力不足，预期OPPO的2016年销售目标甚至达到8000万部。
联想呢？根据高德纳公司（Garter）的统计，在2016年第一季度联想的智能手机销量下降了33%，没能挤进智能手机销量前五名的榜单，甚至无缘前十名。
乐视依靠生态模式以及中国联通渠道销售，虽然出货量在飞快增长，但对于公布的1000万部销售量的数据，IHS Technology中国市场研究总监王阳在接受媒体采访时表示，乐视所宣称的千万台手机应该是出货量，而不是销量，实际卖给终端用户的乐视手机数量很难达到这一数字。
持续竞争力南派同样占优
深圳手机走俏，得益于深圳有堪称全球配套最齐全的手机产业链。据不完全统计，深圳约有手机制造商600多家，另有2000多家各类手机配套公司、数万家周边企业，产业链配套率达99%。
最近，国家知识产权局公布了“2015年中国知识产权发展状况”，在备受瞩目的电子通信行业的专利排名中，排名前四位的分别是：中兴、OPPO、小米、华为，申请专利数量分别为3516件、3338件、3216件、3183件，联想1826件排名第七。
OPPO和VIVO每年每家砸下广告费接近20亿元，相比之下，北方品牌则有更强的市场营销能力，特别是小米和乐视的互联网营销模式更经济、更迅速。从产业和资本的角度看，深圳企业本质上是偏好保守的制造业，除中兴手机有母公司中兴通讯外，华为、OPPO、VIVO、金立等多数品牌没有向市场公开融资，这影响产品更重视硬件工艺；北京手机品牌更偏好资本运作，小米、乐视在一定程度上讲是依靠融资发展起来的，产品更讲究互联网概念。
但是互联网营销模式的持续性开始随着小米销量下滑受到质疑。目前，包括小米、乐视在内的互联网品牌开始布局线下，OPPO、VIVO、金立的线下渠道被重新拿出来学习。
从2016年一季度市场整体市场表现看，全球手机洗牌程度加深，互联网品牌受伤颇深，锤子、乐檬表现差强人意，iuni、大可乐等互联网品牌消失；联想在自我改革的路上还没有找到方向。相反的，华为、OPPO、VIVO、金立销量还在逆势增长。对比下来，两地在持续竞争力上，南风压倒了北风。在互联网营销劲风过后，北派品牌的复苏，可能需要下一个风口的到来。