Study: China-made mobile phones freely is doomed-China-made mobile phones manufacturers gene, brand, Huawei, millet-IT information

After entering September, domestic mobile phone manufacturers are mad again. In glory and beauty are busy at fashion week "show" when OPPO, VIVO started to promote its brand philosophy, millet for the upcoming new products more publicity, even the hammer, but also because of possible acquisitions to become the focus.

In fact, in one round of shuffling and after the playoffs, regardless of sales volume is on occupied line of giant, is small, two or three lines of beauty brands, found a temporary "home". OPPO and representatives of the vivo with roots in offline channels, a symbol of China's Huawei's main innovation power "technology licensing", often known for their ecological and launches, as well as in the "self-timer" Mito do vertical business in the field.

Ultimately, the relationship between this phenomenon and the market is no more, but the essence is still the brand combined with the advantages of a differentiated operational decisions .

Brand differentiation of the market structure changes

Smartphones in the China market, "first year" about in 2011, shipments have jumped from 118 million to 430 million last year. But in just five years, the pattern of domestic mobile phone market has repeatedly changed from the original Chinese camp to Internet brands, led by millet, and now sales myths created by OPPO and vivo. The reason, also dating back to the phone manufacturer's operating policies.

From the brand, well-known brands seem to be divided into three categories, OPPO, VIVO as a representative of invisible giant, Huawei, millet represented by goods and hammers, Mito mobile vertical, "feelings" brand. Not difficult to find, three categories of mobile phone brands have different operating styles.

OPPO and VIVO in 2016 the domestic mobile phone market leader in self-contained lines operate in addition to arts and celebrity endorsements of highly skilled, bring it online under extremely high brand awareness, and won two or three lines more than half of the city's shares below the line. Looking back at Huawei Technologies, as well as in sales and millet, which through a series of marketing gives "innovators" image and national pride in some people's minds, which also begins with "new goods" such as marketing to stimulate consumer, or as a result of independent innovation of China's domestic brands are dedicated consumers, choice or millet or Huawei. In contrast, the hammers and Mito, giving a "small is beautiful" feeling. Hammer, more sensational, early attracted a large number of "hammer powder", Mito in favor of vertical group, only on "beauty camera" and you'll gain some loyal users.

Clarifies this relationship it is easier to understand Mobile brand marketing motives, such as Wen Chu referred to the fashion week debut, glory may be in order to enhance their influence in the younger age groups, and may be looking for similarities between the self portrait and fashion, frankly speaking is decided by the operations strategy.

Why is brand differentiation?

When the price of some mobile phone brand into an endless war, industry ridicule most of homogenization of China-made mobile phones, and all some tips how to make a differentiation of the brand, but some manufacturers made a lot of efforts are still not out of the quagmire of a price war . Frankly speaking, brand operations can form a differentiated or genetically determined.

To focus on the genetic level, maybe someone will think that exaggerated, we might as well from two different genes to compare mobile phone brand.

First gene technology. Even China's domestic mobile phone manufacturers in terms of patents accumulated short Board to ridicule, make a breakthrough mobile phone brand in the long quest has formed its own gene technology. Examples of this are many, such as the OPPO relies on Flash technology-filled comeback, advantage in the field of communication is popular with the business crowd favorite Huawei. It is called a gene, because the technical level there are giant could not shake the potential factor.

Self is a very realistic example. Counting the current Internet applications, usually with a self-timer inextricably linked, whether micro-credit, micro-blogging, "Sun-self portrait" core network, or broadcast and other new rules of the game. Mobile phone manufacturers have realized the importance of self, OPPO has long begun to beauty as a selling point, Huawei, Meizu, TV plus in beauty, Lenovo and other manufacturers also began work on camera. Just released iPhone7 tilting, upgraded to 7 million pixels of the front-facing camera. Result, the 80% user is not to rely on own facial features, instead, beauty, beauty camera become the popular app store. Perhaps precisely because of this reason, started with Mito Mito companies also appear in the mobile phone market, and its products, except in the mobile camera configuration on walk in the forefront of similar products, years of beauty technology became a visible advantage.

Gene followed by brand. Deep in technology is the performance of the industry and market, and the brand is feedback to the mobile phone manufacturers in the market. Psychologists have a term called "primary effect", the sides to form a first impression of relationships has a significant impact on the future. Mobile phone brands, consumer brand impressions or can call brand DNA.

Brand DNA is a two-edged sword, which can help in specific areas to take advantage of a brand, also has the potential to drag down the horizontal development of the brand . Millet is a classic example of early cost-effective strategies for millet brought a 45 billion-dollar valuations, and lucky enough to become the first mobile phone brand. But when the Internet outlet, when channels become fresh air, both in reputation and in sales, millet, both fell into a low, leading OPPO and vivo with a strong channel genes catching up. In addition, cling to the vertical cell phone brands brand gene also had an unexpected effect. Such as Mito prospectus shows that mobile phones gross margin rates as high as 300 yuan, such high profit margins in the domestic mobile phone market has become the Red Sea into a "surprise".

If you can break the genetic, copying other people's genetic advantage?

Millet appears, then "cool China" four giants to imitate, and shout out "to fight millet millet" slogan truly alive in the end only the glory of Huawei. OPPO and vivo's line policy achievements, the mobile phone brand, including millet and strong suit. Channels can spend establishing, marketing can learn from, but genetic advantage to replication?

The answer does not seem optimistic. Then copy of millet's resurgence, cool, Lenovo has disappeared in the sales of the top five list, or even be acquired next. And those who try to copy the OPPO and vivo ending it is not hard to imagine, a so-called offline channels is not just money for building online stores, or in the hands of Dixon, GOME, one or two counters, both the OPPO and vivo, regional management online market, or even two or three provinces will be an agent. Stores under the effect of these agents is not just administrative line distribution also includes the training of sales personnel and cultural indoctrination. Just imagine, do more advertising on the Internet can really do more than articulate below the line sales promotion girl? This is by no means in the short term to be able to copy to.

Perhaps best illustrates this point is China's domestic mobile phone manufacturers generally copy "Apple style" phenomenon. When Cook times iPhone brings rose gold, deep space while waiting for the new color scheme grey, domestic mobile phone manufacturers rushing, from the appearance of the color to the designs have become the object of imitation. Perhaps iPhone7 shiny black will soon become the new trend in the domestic mobile phone market . However, there is no manufacturers played to their advantage because of copying genes, even the features are not. Way most mobile phones are equipped with quick charge feature, it is difficult to "charge for five minutes, calling a two-hour" people, traditional phone plus facial modules are difficult to impress consumers like Mito mobile, this is the genetic advantage limited effect.

Causes of unique advantages of mobile phone manufacturers can use the brand positioning and explained the first effect. Even an emerging brand will have the first effect, smart companies will through practical investigations to study what is the user's first impression, early based on brand positioning and impact the user's original impression or brand positioning based on first impressions. When the brand positioning and the first effect of time would cause tipping point, which formed its own unique advantages, millet cost advantages are in the early, Huawei's technical advantages as well. More broadly speaking, online stores and brands showing the achievements of the OPPO and vivo line advantage, accumulated for a long time in terms of facial picture phone is doomed to self-superiority. Undeniable is that found in the long-term exploration of successful mobile phone brand brand positioning and balance between user stereotypes, and thus determines the operating strategy of differentiation.

Conclusion

In the face of saturated domestic mobile phone market, mobile phone manufacturers might want to ponder this question: time and time again to call the outlet in the areas where they are not good at "host computer", why not name brand extended differentiation in gene, to avoid unnecessary competition. After all, this is a "left is King" of the era.

研究：中国国产手机百花齐放，是厂商基因注定 - 中国国产手机,品牌,华为,小米 - IT资讯

进入九月份后，国内的手机厂商们再度疯狂起来。在荣耀、美图忙着在时装周“走秀”的时候，OPPO、vivo开始推广其品牌理念，小米积极为即将到来的新品宣传，就连锤子，也因为可能的收购对象成为焦点。

事实上，在一轮轮洗牌和淘汰赛过后，不管是在销量上占据一线的巨头，还是小而美的二三线品牌，都找到了暂时的“归宿”。比如OPPO和vivo成为深耕线下渠道的代表，象征着中国创新力量的华为主打“技术牌”，屡屡以生态和发布会闻名的乐视，以及在“自拍”领域做垂直化生意的美图。

归根结底，这一现象的出现和市场选择不无关系，但本质上仍是国内手机品牌结合自身优势的差异化运营所决定的。

品牌运营差异化带来的市场格局变化

智能手机在中国市场的“元年”大约在2011年，市场出货量已从当时1.18亿部跃升到去年的4.3亿部。但短短的五年中，国内手机市场的格局却一再变化，从最初的中华酷联阵营到以小米为首的互联网手机品牌，再到如今OPPO和vivo所创造的销量神话。究其原因，还需要追溯到手机厂商的运营策略。

从品牌调性来讲，国内知名的手机品牌似乎可以分为三类，以OPPO、vivo为代表的隐形巨头、以华为、小米为代表的国货系和锤子、美图手机等垂直、“情怀”式品牌。不难发现，三类手机品牌有着各自不同的运营风格。

OPPO和vivo成为2016年国内手机市场的翘楚，自成体系的线下运营加上对综艺冠名和明星代言的娴熟，使其在线下有着极高的品牌知名度，并一举拿下了二三线城市过半的线下份额。反观在销量上同样出色的华为和小米，前者通过一系列的营销行为夯实了“创新者”的形象，并成为一些人心目中的民族骄傲，后者也开始借助“新国货”等营销点来刺激消费者，于是乎对自主创新或中国国产品牌比较热忱的消费者，选择的或是小米，或是华为。相比之下，锤子和美图等则给人一种“小而美”的感觉。锤子更擅长煽情，早期吸引了大批的“锤粉”，美图偏向于垂直人群，仅靠“美颜自拍”就俘获了不少忠实用户。

理清了这层关系就更容易理解手机品牌一些营销行为的动机，比如文初提到的亮相时装周，荣耀或许是为了加深自身在年轻人群中的影响力，而美图可能是在寻找自拍和时尚之间的契合点，说白了都是由运营策略决定的。

为什么会出现品牌运营的差异化？

当一些手机品牌陷入无休止的价格战时，行业吐槽最多的还是中国国产手机的同质化，且无不为某些品牌支招如何制造差异化优势，可最终有些厂商做了很多努力仍然走不出价格战的泥潭。坦率的讲，品牌运营能否形成差异化或是由基因决定的。

聚焦到基因层面，或许会有人认为过于夸张，我们不妨从两个层面来比较手机品牌的不同基因。

首先是技术基因。即便是中国国产手机厂商在专利积累方面的短板饱受诟病，能够突围的手机品牌在漫长的探索中已然形成了自己的技术基因。这方面的例子有很多，比如依靠闪充技术后来居上的OPPO，在通信领域占据优势而深受商务人群喜爱的华为。之所以称之为基因，原因就在于这一技术层面往往存在巨头也无法颠覆的潜在因素。

自拍就是一个很现实的例子。细数当下流行的互联网应用，多半和自拍有着千丝万缕的联系，不管是微信、微博等“晒自拍”的核心社交网络，还是直播等新兴玩法。手机厂商们早已意识到自拍的重要性，OPPO很早就开始将美颜作为卖点，华为、魅族、乐视、联想等一众厂商也开始在美颜相机上下功夫。而刚刚发布的iPhone7也针对自拍，把前置摄像头的像素升级到了700万。可结果呢，80%的用户并没有对自带的美颜功能产生依赖，反倒是美颜相机、美妆相机等成了各大应用商店的热门app。或许也正是因为这个原因，以美图秀秀起家的美图公司也跻身手机市场，究其产品，除了在手机摄像头的配置上走在了同类产品前列，多年积累的美颜技术成了看得见的优势。

其次是品牌基因。技术上的深耕是对行业和市场了解的表现，而品牌则是市场给手机厂商的反馈。心理学上有个名词叫“首因效应”，即交往双方形成的第一次印象对今后的交往关系有着显著的影响。对手机品牌来说，消费者对品牌的固有印象或可以称之为品牌基因。

品牌基因是把双刃剑，既可以帮助一个品牌在特定领域占尽优势，也有可能拖垮品牌的横向发展。小米就是一个典型的例子，早期的性价比策略为小米带来了450亿美元的估值，并侥幸成为国内销量第一的手机品牌。可当互联网的风口过了，渠道优势成为新风口的时候，无论是在口碑还是在销量上，小米双双跌入了低谷，导致OPPO和vivo凭借着强大的渠道基因迎头赶上。此外，品牌基因在走垂直路线的手机品牌身上也产生了意想不到的效果。比如美图招股书显示，其手机的毛利率高达300元，如此之高的盈利空间在早已沦为红海的国内手机市场成了一个“意外”。

是否可以打破基因限制，复制别人的基因优势？

小米现象出现后，当时的“中华酷联”四巨头纷纷模仿，并喊出了“以小米反小米”的口号，最终真正活下来的只有华为的荣耀。如今OPPO和vivo的线下策略成效显著，包括小米在内的手机品牌又群起而效之。渠道可以花钱建立，营销手段也可以借鉴，但基因优势能够复制吗？

答案似乎并不乐观。当年复制小米的中兴、酷派、联想已经消失在销量前五的榜单中，甚至沦为被收购的下场。而那些试图复制OPPO和vivo的结局也不难想象，所谓的线下渠道并非只是投入资金建设线下门店，或者在迪信通、国美等手中要来一两个柜台，不管是OPPO和vivo，在线下市场进行了区域化管理，甚至一个省市会出现两到三个一级代理商。这些代理商的作用不只是管理线下门店做分销，还包括对销售人员的培训和品牌文化的灌输。试想，在互联网上做再多广告真的能够胜过线下口齿伶俐的促销小妹吗？这些绝不是在短期内能够抄来的。

最能够说明这一点的或许还是中国国产手机厂商普遍抄袭“苹果风”的现象。当库克时代的iPhone带来玫瑰金、深空灰等全新配色时，国内手机厂商蜂拥而上，从外观颜色到外观设计都成了模仿的对象。或许iPhone7的亮黑色在不久之后也将成为国内手机市场的新潮流。然而，没有厂商因为抄袭而发挥成为自己的优势基因，甚至连特色都谈不上。就好像很多手机都具备了快充功能，却很难像“充电五分钟，通话两小时”那样深入人心，传统手机加上美颜模块却难以像美图手机那样打动消费者，这就是基因优势带来的限制作用。

手机厂商产生独特优势的原因可以用品牌定位和首因效应来解释。即使是一个新兴品牌也会有首因效应的存在，聪明的厂商会通过实际调查来研究用户产生的第一印象是什么，并在早期根据品牌定位影响用户的原始印象，或者根据第一印象来调整品牌定位。当品牌定位和首因效应产生共振的时候往往会带来引爆点，从而形成自己独一无二的优势，小米早期的性价比优势是如此，华为的技术优势也是如此。更广泛的来讲，线下门店和品牌露出成就了OPPO和vivo的线下优势，长时间在美颜方面的积累注定了美图手机的自拍优势。无可否认的是，成功的手机品牌在长期的探索中找到了品牌定位和用户固有印象之间的平衡点，并由此决定了差异化的运营策略。

结语

在面临饱和的国内手机市场，手机厂商们或许应该深思这样一个问题：与其一次又一次的为了所谓的风口在自己不擅长的领域“上位”，为何不假借品牌基因上的优势扩大差异化，避免那些不必要的竞争。毕竟这是一个“剩者为王”的时代。