Glory and millet into the United States: live so hard? -Glory, millet-IT information

A few days ago, along with the increasingly saturated domestic mobile phone shipments, millet, and glory are targeting United States smartphone market. Millet Vice President Hugo Barak revealed that millet will soon enter the United States market, by young fans community and online sales channels. In addition, the Huawei brand was officially released at the San Francisco Museum of natural glory 8 United States, glory became the second paragraph into United States products in the market.

Why millet glory moving into United States?

Millet glory were to enter the United States, which appear to be associated with the domestic smartphone market becoming saturated, increasing the pressure of domestic growth. Millet in particular, in recent years, phone gradually showed weakness in the second quarter of this year, millet production in the domestic market share to 10.4% per cent, while Huawei 14% market share first, followed by the OPPO (12.7%) and Vivo (11.2%). According to IDC figures, millet's mobile phone shipments in the second quarter fell by 38%, millet market share was eroded by rivals such as Huawei, OPPO, expansion overseas is more urgent than who.

Followed by higher-end strategic needs, United States is the economic and cultural centre of brand recognition in the domestic market rising cases, to further enhance the brand of high-end market premium is clearly not limited to the domestic market, will have to be in the United States, the world's Centre for science and technology and economy get brand recognition, in order to be recognized internationally.

Once again is the United States ushered in the good market environment. We know that because United States operators providing high subsidies, consumers simply use the operator packages, lower prices to a two-year contract to get the iPhone and Samsung's flag-ship. But that situation is about to be changed. Not long ago, the United States four big carriers end product-related contract, eliminating a two-year contract. United States out on contract terms, and take the phone at full price to buy smartphone market may also produce some change, but also facilitate China-made mobile phones into the United States market to gain some advantage.

Huawei millet in patent preparation, but risks remain

Of course, into the United States market, as we all know, need to get rid of barriers to patent, millet and its glory have some prepared, like June, millet acquired nearly 1500 patents from Microsoft, this transaction millet, open up overseas markets to reduce intellectual property disputes that it may encounter. Huawei is also thought to have been ready, data show, Huawei in the United States has 9,800 patent, 7,400 of them is communication technology patents and 2,200 digital processing technology patents.

But at the same time, United States patent problems in the market still needs glory millet to make adequate preparations

Millet acquired part of the Microsoft patent mentioned earlier, you can reduce the patent dispute, but that doesn't mean excluding all roadblock, millet's patent base is weak, because of patent issues, in India millet appeared some models be banned. In the United States, the underlying technology of the mobile products which originated in Europe and America, including patent application processor, camera module patent and Baseband baseband patent, in the United States, many patent trolls rely on patent litigation claim and authorization to profit, millet is unable to cover United States patents all litigation and patents of their own weakness, easy prey for their patent litigation. Even insiders pointed out that millet in the future United States revenue may also be difficult to offset the United States firms and patent trolls patents on its legal costs.

ZTE and Huawei in the United States face patent litigation. But Huawei's recent development, in terms of patents have some accumulation, have a certain strength to deal with patent litigation, but risks remain. Huawei's other big problem is that United States market now is Huawei mobile phone market expansion of the largest obstacles in the United States people, Huawei has a military background, telecommunications network equipment that Huawei will threaten its security, pave the way so let the glory brand first. But glory to enter the United States without the operator's test, Huawei Terminal in the United States, itself eligible for testing.

Unable to get United States carriers, has decided to develop the ceiling

Another sales channel-wide problem. In the United States, to sell, you need a relationship with operators. Different from the other regions of the world, United States smartphone sales in the market about 95% are sold through the operator channel, so if you can't handle operator, United States marketing mobile phone can see where the ceiling.

It is because operators in the United States the important position of Terminal sales, so a cell phone in the United States market, through United States national access certification (FCC), other than third-party certification, also require operators measured in the network. With United States consumer replacement cycle longer, so the brand, quality, sales, components, production lines and even has very stringent requirements in terms of environmental protection, the threshold is relatively high. And in order to ensure the quality and brand and the need for cooperation, operators purchase machines in terms of price is not too low, which has always been the main value for money from domestic producers severely disadvantaged.

Marketing channels and users are misplaced: social network marketing culture of China in the United States are hard to eat open

Huawei's glory in the United States the route chosen for the online channel is to avoid the operators, glory in the United States to cooperate with Amazon and other e-commerce channel sales. Huawei's glory in the United States have established Honor official website and indicates that the user can communicate and honor global fans at the Forum, can also be purchased on the official website.

Millet as initial entry to United States markets, into the United States carrier channels thresholds and obstacles, so choose the straight line path and social network marketing. Millet also said millet in the United States through a network of retail channel sales and marketing social networks, and the United States are keen for new technology young people connect.

Know that from the market and the user and channel perspective, glory millet brand to enter the United States market in fact does not fit United States mainstream users. First United States mobile phone market in the high-end market, but millet glory position in the low-end. United States market is the operator-led, United States operator of smartphone sales accounted for 95%, a line-oriented, while millet glory is the main line, even lines, United States users are also more used to the online store to buy phones from carriers, because you can determine the cell phone compatible with the carrier's network, without the need to handle the SIM card match of all sorts of problems.

So if millet Huawei only through its own sales network platform mobile phones, and consumer habits are different. Therefore, said that to some extent, millet glory into the United States market, channel and user location exists in the market dislocation. Millet Huawei glory in United States select online sales model and social network marketing in the United States market is putting the cart before, it is difficult to get the scale of development.

Price is not applicable, United States pursuit of consumers on mobile phones is different from China

The other hand, according to the research company comScore survey data, Apple and Samsung is still United States market Hutch, Apple's iPhone in the United States market share as high as 43.5%, also continues to rise, and Samsung's market share remained stable at 28%, together accounted for close to 70% market share. From the present location of millet's glory, is clearly not going to compete for the top end of the market, to compete in the low-end market share, which apparently can only rely on price.

At home, China-made mobile phones benefit from high import tariffs, raising the price of a foreign mobile phone, making Chinese-made mobile phones compared with price/performance advantages. But in the United States, it could, in turn, China Samsung smartphones and Apple, might not be so obvious cost advantages. In addition, value for money and not in the United States become a selling point, United States consumers seeking more cool technology product. However, Huawei millet Daydream VR platform currently supports the future compatibility Google mobile products, which can be moved United States a bright spot for consumers, but for first-time support VR product user experience and innovation level, still not optimistic.

Software localization of ecological landed and how the mobile phone products with the United States the Internet culture is the problem

Is again a software ecosystem, millet in the China story is primary Android MIUI than more in line with the Chinese people's habits. But in United States market, this story no longer applies has, due to market environment different, software application local of for domestic manufacturers for in United States difficulties, for its MIUI for specific optimization also does not for Americans using habits, United States Android phone are main using original health system, MIUI this local of custom ROM to optimization using experience of claims in United States is stand feet of, in Android based Shang for UI and ROM optimization also to was most user identity.

In addition, the United States market sales of smart phones will work with Facebook, Google, WhatsApp depth of local Internet companies, such as cooperation, China-made mobile phones in the United States doing to target compatible with Facebook, WhatsApp, Google, and other such Internet application and combined with the depth of UI, in hardware and software and the cultural aspect of cooperation is not easy.

So in a species degree,, millet glory March United States market, more of is will United States market of situation imaginary into China, all are according to China of way to operation, but actually does not seriously scrutiny United States market reality, to know, March United States market, China domestic phone manufacturers are cannot just will domestic of mode copy past, but need analysis United States market of industry situation and culture background, found itself of best market positioning and play strategy, addition, China enterprise like playing price war, Often overlooked product quality and after sales, but in a relatively mature, United States market, which is deadly for the brand.

Although currently China domestic phone March United States market also exists must of opportunities, but relative for, risk still exists, so, millet Huawei need thinking of first is how live down again conspiracy to development, glory millet March United States currently more is bright out a attitude, need suffered of trapped Council and setbacks may also in behind, certainly setbacks and trapped Council, for China domestic phone,, is a necessary of growth.

荣耀、小米进军美国：活下来有多难？ - 荣耀,小米 - IT资讯

日前，随着国内手机出货日渐饱和，小米和华为荣耀都把目标瞄准美国智能手机市场。小米副总裁雨果·巴拉透露，小米将很快进入美国手机市场，通过年轻粉丝社群和线上渠道销售。另外，华为在旧金山自然博物馆正式发布了子品牌荣耀8的美国版，成为荣耀第二款进入美国市场的产品。

小米荣耀为何纷纷进军美国？

小米荣耀纷纷进军美国，其原因显然都与国内智能机市场逐渐饱和相关，在国内的增长压力越来越大。尤其是小米，今年来，小米手机逐渐显示出颓势，在今年第二季度，小米出货量在国内的市场份额占比为为10.4%，而华为以14%的市场份额占据第一，紧随其后的则是OPPO（12.7%）与Vivo（11.2%）。据IDC数据，小米在第二季度的手机出货量同比下降了38%，小米市场份额遭到华为、OPPO等对手的蚕食，扩张海外的心情比谁都要迫切。

其次是走高端战略的需要，美国是目前的经济文化的中心，在国内市场品牌认可度逐渐提升的情况下，若要走高端市场进一步提升品牌溢价，显然不能局限于国内市场，必然需要在美国这个全球科技与经济中心拿下品牌认可度，才能被国际认可。

再次是美国市场环境迎来了利好。我们知道，由于美国运营商提供高额补贴，消费者只需使用运营商的套餐，较低的价格就可以两年合约价买到iPhone与三星旗舰机。但这一现状即将被改变。不久前，美国四大运营商终结相关的合约制产品，淘汰了两年合约制。而美国淘汰合约制，采取手机全价购买，智能手机市场格局可能也会产生一些变化，也方便中国国产手机进入美国市场获得一些价格优势。

华为小米都在专利方面有所准备，但依然存在风险

当然，打入美国市场，众所周知，必然需要破除专利壁垒，小米与华为荣耀也都有做好了一些准备，比如6月份时，小米从微软收购了将近1500项技术专利，这笔交易在小米看来，开拓海外市场时减少它可能遇到的知识产权纠纷。华为也自认为已经准备好了，有数据显示，华为在美国拥有9800件专利，其中7400件是通信技术专利，2200件数字处理技术专利。

但与此同时，美国市场的专利难题依然需要小米荣耀去做好足够的准备

前面提到小米收购微软的部分专利，可以减少专利纠纷，但不代表就排除了一切路障，小米的专利底子比较薄弱，此前就因为专利问题，在印度出现了小米部分机型被禁售的现象。而在美国，手机产品各项底层技术都其起源自欧美，包括应用处理器专利、摄像头模组专利与Baseband基带部分专利等，在美国，许多专利流氓依靠专利诉讼索赔与授权来盈利，小米目前无法覆盖美国专利产权的所有的诉讼与自身专利的薄弱环节，容易成为他们专利诉讼的猎物。甚至有业内人士指出，小米未来在美国的营收可能还难以抵消美国相关厂商与专利流氓对其发起的专利诉讼费用。

中兴、华为都曾经在美国遭遇专利诉讼。但华为这些年的发展，在专利方面相对而已有了一定的积累，有一定实力应对专利诉讼，但依然存在风险。华为的另一大难题在于，美国市场现在是华为手机全球市场的扩张最大的障碍，在美国人看来，华为有军方背景，认为华为的电信网络设备会威胁其网络安全，所以让荣耀品牌先铺路。而华为荣耀进军美国不需要经过运营商的测试，华为终端在美国，自身就具备整机测试的资格。

无法搞定美国运营商渠道，已经决定了发展的天花板

另外是销售渠道难题。在美国，要卖手机，需要跟运营商打好关系。与全球其他区域不同，美国市场的智能手机销售大约95%都是通过运营商渠道卖出去的，那么如果搞不定运营商，在美国市场销售手机基本就可以看到天花板在哪了。

正是因为运营商在美国终端销售的重要地位，所以一款手机在美国上市，需要通过美国国家准入认证（FCC）、第三方认证之外，还需要运营商在网实测。加上美国消费者的换机周期较长，所以对品牌、质量、售后、元器件、生产线甚至环保等方面都有非常严格的要求，门槛相对较高。而且为了确保品质与品牌以及合作需要，运营商采购机器时在价格方面也不会太低，这对于一向主打性价比的国内厂商而言极为不利。

市场渠道与用户定位都错位：中国的社交网络营销文化在美国也很难吃的开

因此华为荣耀在美国选择的路线就是避开运营商走线上渠道，荣耀在美国与亚马逊等电子商务渠道进行合作销售。华为荣耀在美国建立了Honor的官网，并表示用户可以在论坛上和荣耀全球粉丝交流，也可以在官网上进行购买。

而小米由于初次进入美国市场，基于进入美国运营商渠道的门槛与障碍，所以也选择了走线上路径与社交网络的营销方式。小米方面也表示，小米在美国通过网络零售渠道销售与社交网络进行营销，和美国对于新科技十分热衷的年轻人建立联系。

另外可以知道，从市场与用户以及渠道角度来看，荣耀小米品牌进入美国市场事实上并不契合美国市场主流用户的情况。首先美国手机市场以中高端市场为主，但小米荣耀却定位中低端。美国市场是运营商为主导，美国的智能机销售运营商占95%，以线下为主，而小米荣耀都是以线上为主，即便是线上，美国用户也更习惯从运营商的在线商店购买手机，因为可以确定手机兼容该运营商的网络，而不需要去处理如SIM卡是否匹配的各种麻烦。

所以，如果小米华为只通过自己的网络平台销售手机，这与消费者的习惯也是相左的。因此，某种程度上说，小米荣耀进军美国市场，但在市场渠道与用户定位都存在错位。小米华为荣耀在美国选择线上销售模式与社交网络营销在美国市场也是本末倒置，难以获得规模化的发展。

性价比不适用，美国消费者对手机的追求与中国不同

另一方面，根据数据研究公司comScore调研结果显示，苹果和三星依然是美国市场的双雄，苹果iPhone在美国的市场份额高达43.5%，还在持续上升，而三星市场份额持续稳定在28%，加起来占据了接近70%的市场份额。从目前小米荣耀的定位来看，显然不是要去争夺高端市场，而去争夺中低端的市场份额，这显然只能靠性价比了。

在国内，中国国产手机受益于高进口关税，这提高了国外手机的价格，使得中国国产手机比较具有性价比优势。但在美国，情况可能就反过来了，中国智能手机将与苹果三星比，可能性价比优势就不那么明显了。另外，性价比并不能在美国成为卖点，美国消费者追求的是更酷的科技产品。不过，华为小米目前都支持了未来兼容谷歌Daydream VR平台的手机新品，这可能会是打动美国消费者的一个亮点，但对于初次支持VR手机的产品用户体验方面与创新程度方面，依然不容乐观。

软件生态本土化落地以及手机产品如何与美国互联网文化融合是难题

再次是软件生态，小米在中国讲的故事是MIUI比原生Android更符合中国人的使用习惯。但在美国市场，这个故事不再适用了，由于市场环境不同，软件应用本土化对于国内厂商来说在美国困难重重，针对其MIUI进行特定优化也并不适合美国人使用习惯，美国Android手机都主要使用原生系统，MIUI这种本土化定制ROM来优化使用体验的说法在美国是站不住脚的，在Android基础上进行UI和ROM优化也难以被多数用户认同。

另外，美国市场销售的智能手机基本会与Facebook、Google、WhatsApp等本土互联网公司深度合作，而中国国产手机在美国目前如何有针对性的兼容facebook、WhatsApp、谷歌等本土互联网应用并与UI深度结合，在软硬件与文化层面与合作推进方面也并不容易。

所以在某种程度而言，小米荣耀进军美国市场，更多的是将美国市场的情况假想成中国，一切都按照中国的方式来运作，但实则并未认真推敲美国市场实际情况，要知道，进军美国市场，中国国产手机厂商们不能只是将国内的模式照搬过去，而是需要分析美国市场的行业情况与文化背景，找到自身的最佳市场定位与打法策略，另外，中国企业喜欢打价格战，同时往往忽视产品质量和售后问题，但在一个相对成熟的美国市场来说，这些缺陷对于品牌来说是致命的。

虽然目前中国国产手机进军美国市场也存在一定的机遇，但相对来说，风险依然存在，所以，小米华为需要思考的首先是如何活下来再谋发展，荣耀小米进军美国目前更多是亮出一种姿态，需要遭遇的困局与挫折可能还在后头，当然挫折与困局，对于中国国产手机而言，也是一种必要的成长。