Two years ago, the smart phone market in the Red Sea was one of the most expensive low-priced entry-level products in the price war prevailing, but this almost 'puerile' marketing strategy has not continued, and now the main battlefield in the mobile phone industry competition Thousands of machines have been over to two thousand dollars to three thousand dollars models, of course, the flagship product competition never stopped.
The mobile phone industry from intelligent to functional machine over, so that thousands of machine market is hot, for the global market, there is great potential for thousands of machines (such as India's emerging market), but compared to two years ago, smart phones The pattern of the market has changed dramatically, with IDC predicting that in 2017 the average smartphone price will increase by more than 7%.
Smartphone 'war' to the spread of high-priced products has been unable to stop, but with those filled with smoke, the battlefield of different artillery, the mobile phone industry there is a competition more cruel and smoke-free battlefield - 10,000 yuan level!
In the final analysis, the changes in the mobile phone industry's competitive focus have changed the demand and perception of smartphones by users. In addition to paying attention to the performance of products, users pay more attention to the experience and quality. For the million-level mobile phone users, in addition to the above, Still looking for smartphone 'premium' or content.
As one of the most popular end devices, smartphones are just like our clothing and dress, and to a certain extent, they will also be used by others to measure our 'private' tags. For example, many people are accustomed to defining iPhone users as 'tyrants' ... From this perspective From the point of view, the high-end users to buy cell phones more critical look, demanding harsh easy to understand.For them, the price of mobile phones may not be important, not only need to meet the mobile phone use needs, but also bring them out of the leader, distinguished temperament.
Mainstream and difference
The beginning of the mobile phone until around 2000, the function is relatively simple, mainly around the call, communication.But now is the era of mobile Internet, each user's demand for smart phones is much more than a call, this is a smart phone ' The main theme ': performance, life, pictures, etc. can be indispensable.
Spent nearly ten thousand yuan to buy a smart phone, but only 'phone', now it seems a bit funny, but a year or two ago, high-priced low with smart phones 'million households' is not uncommon, of course, brutal market Tell them they are just 'golden jade' has no way to flicker to the consumer now 'million households' camp, Apple's iPhone X, Huawei Mate 10 Porsche version, moto z 2018 and other configurations are the flagship for the experience In addition, in the dual camera, big screen, battery life (which seems to be Apple's weakness?) And other aspects of these million machines have not underestimated.
Configuration to follow the mainstream, but also easy to 'follow the crowd' ... smart phone industry has spawned a 'standard', that is, homogenization.This helps reduce production costs, to promote the rapid development of the industry, but ... 'not bad money' Of the high-end users (unless it itself is a big coffee phone to do), this homogeneity disturbs the stereotypes appearance is very easy to aesthetic fatigue, if the function, experience is not distinctive, so let the high-end users Open the money pocket is not so easy.
The mainstream and the difference is not 'fish and bear's paw can not have it', but to help each other. Mainstream is the foundation, the difference is the bright spot. IPhone X Liu Haiping, Face ID is its difference, but iOS is its firm foothold The fundamental; AI is Huawei Patee version of Mate 10 differentiation; modular is the most distinctive moto z 2018 ... These differences is the user to buy these products an important reason.
Innovation and heritage
Motivation is the difference behind the push is innovation, innovation not only test the courage of enterprises, but also examine the enterprise's heritage! Motorola is the leader in the field of mobile communications, mobile communications in the history of the development has left a monument, but also many users mind Deep memories that can not be erased, just as - hello moto. By 2018 is the 45th anniversary of Motorola, moto z 2018 as a tribute to Motorola again into the 'million households camp', but also a Motorola inheritance Focus on: shatter-resistant screen, intelligent interaction, AI, NICAM technology, etc., these are black technology to enhance the user experience, but also high-end users 'pain point'.
Moto z 2018 unique modular can be said that the excellent example of the integration of heritage and innovation, mobile phone thin, elegant, exquisite design to demonstrate Motorola's 45-year heritage of quality, modularity is Motorola's courage to innovate .This new era leaders, high-end The user's gas field corresponding: innovation, breakthrough courage behind the self-confidence and strength!
iPhone X is Apple's most innovative product in the past two years, it can be said that the rapid development of Android camp nearly two years like a step on Apple's toothpaste tube, and even the same period released iPhone 8/8 Plus' However, as mentioned above, iOS is Apple's long-term occupation of high-end smart phone market, an important reason for profit and this is Apple's 'innovation and heritage', which is difficult to copy the Android camp model, But still very useful.
Now the system Android and iOS gap is gradually shrinking, the moto mobile phone back to the domestic market early Native Android is also a big selling point: simple and smooth, but the localization is worse some now moto z 2018 system applications by adding a lot of humanity Interaction and intelligent optimization, so that the system experience more fluid, stable and fast.In addition, moto z 2018 location through the application of multi-open features such as not only to protect the privacy of high-end users, but also allows the experience of segmentation, Meet a variety of usage scenarios.
The same is a member of the Android cluster, Huawei has emerged in the recent two years, the market share steadily improved, and will also focus on the high-end market. Huawei's advantage is 'hard and soft', to launch more features for its own platform, Such as Huawei Mate 10 series of artificial intelligence!
From the above aspects, Apple, Huawei and Motorola have the strength and courage that 'million households' should have.Nowadays, the trend of excessive competition in the smart phone market towards the high-end area has become quite clear. Unlike the mass market, but the 'super flagship' to lead some directions or hand to hand, these three brands first carved up the site and gain a firm foothold, won the first opportunity at the same time can further increase the industry influence, as well as the attractiveness of users, in particular Is high-end users.After all, consumers around the world will see two things: the brand and quality!
Brand and quality
'Three hundred and sixty lines, line out a champion', but these words easier said than done. Want to rank among the industry leader not only needs innovation, strength, the most important is the user's approval! For example, Agent 2: Golden Circle "in the gentleman agents, from their style full of clothing to a variety of equipment, you can feel the 'special agents for' charm! In each industry some brands, some products are inherently some of the high-end, Leader users, only the combination of the two have a sense of beauty! Brain make up, twenties little meat can hold Clinton dress and a gas field it?
The reason why Apple, Huawei and Motorola can stand a million yuan market, because these three brands and have a distinct advantage in quality.
What does the brand and the quality mean? Someone ridiculed before Apple asked the phone box picked up, the inner box can be a uniform decline; Motorola has previously made hundreds of thousands of materials in the selection of tailored shell, the new generation of ShatterShield 8-layer tough screen technology, tough structure; Huawei strictly simulate the actual scene of the user endurance test ... etc .. Quality means that investment means that there should be a lot of behind the hard-to-see story and pay, but to a certain The degree of quality will form a brand.
In shaping the brand in this regard, Motorola is also advancing with the times, to create a new model! November 10, 2017, Lenovo Group and Constant Wave Group held in Shenzhen 'moto z 2018 National Tasting and Constant Wave Lenovo strategic cooperation Signing ceremony 'will jointly create a new marketing model of China's ultra-high-end handsets flagship product Lenovo and constant wave will break the existing promotion methods from the simple sales cooperation in the past to upgrade to a depth of marketing cooperation and promotion efforts from a single Product promotion shifted to the shaping and strengthening of the high-end image of the brand, driving sales of the product by influencing high-end users' brand awareness and loyalty.
To sum up with a common saying in China is: Golden Tablet Silver Tablet is not as good as the reputation of the people! But there is a saying 'The greater the capacity, the greater the responsibility', the brand established, the market scale, it means to accept more severe tests, But this time a little flaw may trigger a terrible butterfly effect.Apple, Huawei, Motorola's history of the development of not only eye-catching transcripts, more or less some black history.
So in the million-level market, these brands want to stabilize the advantages, we need more careful! This time you need some products beyond the value-added services, such as product after-sales maintenance, VIP services and so on.
Write in the end
Smartphone market is still growing, but there is still room, but profits are still in the high-end market.Remembered not long ago, CEO of Hammer CEO Luo Yonghao said at the conference a few words: 'do not make money phone, why do the phone? Make friends.
Some mobile phones are really hard to make money, but for some brands such as Apple is definitely not the case, you want to be in the competitive incentive and shuffle stage but also the mobile phone market to survive the upstream must go upstream! It is also foreseeable, Future high-end mobile phone market competition will be more intense, pure flashy luxury mobile phones are not the vast majority of high-end users need, handed down the quality, brand influence, innovation and differentiation of products to gain a foothold in the market. , Apple, Huawei, Motorola have the strength to become high-end smart phone market leader. Of course, the ebb tide, who dominate the ups and downs, or to use products and actions to prove! Let us wait and see!
