Thanks to Apple, Samsung and other mobile phone giants in the two leading this year, the second half of this year, the concept of full screen in the rapid proliferation of mobile phone market in China. Xiaomi, Huawei, OPPO, ViVo, Jin and other domestic mobile phone manufacturers to quickly follow , Released their full screen mobile phone products, and from the current situation, after the second half of the year and the warm-up, the first half of next year, full screen mobile phone war will be fully started.
In this context, the pattern of China's mobile phone market or accelerate a new round of shuffling.
In this round of full-screen competition, technological innovation, differentiation is one factor.On the other hand, the contest of mobile terminals depends largely on the grasp of the supply chain resources and competition in any of the trend of technology In the early days of the revolution, whoever controlled the control and support of the vital supply chain resources could get a bigger say in shipping, so as to seize the opportunities and take the lead in the world.
Card full screen to seize the initiative
In the past year, to enhance the shooting quality of the camera battle became the focus of domestic mobile phone manufacturers overweight. Huawei's Leica dual cameras, VIVO soft self-timer, OPPO front and rear 20 million, and Jin Li's four shots and other flagship product after another After the release, since September, the mainstream handset manufacturers have been in full line with the full screen products.
September 11, millet released MIX 2; September 12, Apple released iPhone8 and iPhoneX; September 13, Samsung released Note8; September 21, vivo released X20; September 25, Jin released M7; November On the 26th, Jin reinstated eight full-screen mobile phones, including S11, M7 Plus and King Kong series.
At the beginning of this year, when interviewed by micro-network reporter, Liu Lirong, chairman and president of Jinli Group, had the judgment that the first half of the year would set off a webcam war and the full-scale screen would be the second half of the year.
In fact, as predicted, in the two waves of competition, Jin Li took four snapshots and a full screen strategy and product, respectively, arguably two beautiful card slots.
As a veteran mobile phone maker, Jin gave people the feeling has been known for its steady, from the super-life, to the ultimate security, and then take four photos, in front of each industry technology hot spots, not only did not vacancy, but also frequently in technological innovation and Marketing surprise to the industry.
In the full screen of this road, Jin Li seems to go even more decisive and complete.In the November 26 conference debut of Jin Li 8 new handsets, a full screen to cover the full price segment and full range of products, Jin became the world's first A full range of product transformation full screen mobile phone brand.
It seems the industry, the second half of the mobile phone companies have released a full screen products only the industry as a whole to switch the beginning of the product, the real war will be in the first half of next year after the screen to fully recharge the volume started, while Jin Li took the lead in the whole class switch, Is to seize the initiative.
The all in full screen, Jin seemed to seem a little bit radical, but the actual look at the performance of the past year, this style of acting seems to run through the product and marketing strategy, such as when the industry are focusing on double photo, Jin Li innovation Sex proposed four shots, the industry is releasing a single full screen mobile phone products, Jin Li breath 8 bursts, as well as investment in film and television variety art, advertising and other marketing in the billions of funds.
This is a concrete manifestation of Jin Li's strategy of 'product innovation and product differentiation', and at the same time it can also be seen as transforming Kim's concept of 'science and technology, happy life' closer to consumers on the basis of its commercial genetics .
Today, consumers have experienced 4G, after taking pictures, the need for new concepts and stimuli purchase impulse, trying to situation in the ever-grim, strong rivals in the mobile phone market to highlight the siege to achieve corner overtaking, full screen provides such A chance .At this time grabbed the first chance, it is possible to win the hand of the decisive battle.
The power of all in comes from the supply chain
Since last year, out of stock and price increases have become the key words in the mobile phone industry.Xiamen, Huawei and other flagship products one after another out of stock, even Apple has not been spared.For the full screen, especially in terms of full screen, Not only is the test of the ability to integrate Jin Li, but also the entire supply chain, and the entire mobile phone industry, the downstream capacity of the assessment.
However, from the world's first four-camera phone, to a full screen view, the company has always been to maintain adequate supply, good supply chain control for the successful sale of Jin laid the foundation.
As we all know, the core components of mobile phones are mainly concentrated in the hands of a handful of upstream manufacturers, such as Samsung's screen, memory, Qualcomm processor, get these big guys is not easy.
For the control of the supply chain, Jin has been quite confident, which is also the advantage of veteran mobile phone manufacturers over the years by virtue of focus, innovation, practical, sub-product manufacturing philosophy, Jin Li suppliers, distributors and other business friends won Good reputation.
It can be seen that Qualcomm, MTK and Samsung are all important supporters of Jinli, among which, the POP technology of Qualcomm and MTK chips was implemented in Jinli Industrial Park, and Jinli's manufacturing level was recognized by the chip giant. So that each other's relations can be further consolidated and maintained.
In the words of Liu Lirong, such cooperation comes first and foremost from long-term strategic cooperation, but also has a good emotional foundation in addition to business. For a veteran manufacturer in the mobile phone industry for 16 years, the EQ of EMA has played a crucial role Important role.
For example, before the release of Jinli M2017 last year, Qualcomm had announced the latest cooperation news in the official microblogging. The direct release of co-promotion of information for the cooperation of manufacturers is a very rare practice. It can be seen Qualcomm paid great attention to Jinli M2017.
In addition, Jin Li is also quite valued Samsung partners, especially in full screen.At present, the main screen resources are still concentrated in the hands of Samsung.According to the reporter, Jin Li screen with Samsung exclusive exclusive rights and interests.In 2017, In the curved screen, Samsung only supply Jinli and OPPO, VIVO; and 5.7-inch maximum screen, only available Jinli; Samsung AMOLED full screen in the second half only to Jin Li, OPPO, VIVO supplier.
As for next year's full-screen war, Jin said that they are well prepared, the domestic panel makers such as BOE, Pegasus and Golden State have a good basis for cooperation in the low-end models, the main configuration of the domestic panel production Screen to ensure cost-effective.Petroma recently exposed the network supplier list, Jin Li impressively in the column.
For another example, MLCC, an important component of mobile phones, recently broke the news of out-of-stock price hikes because 80% of the orders of the world's largest ship-behind maker Murata will be finished by Jin Li, OPPO and VIVO in the next year. At the chain meeting, Murata Corporation attended the event as an important guest.
Due to years of deep plowing and accumulation of the supply chain, Jinli not only took the lead in successfully predicting the arrival of the full screen era, but also in the supply chain ahead of the layout, with a strong stocking capacity, which is in the open up a full screen technical barriers , Jin Li will be able to fully screen mobile phone full price section of the full coverage of seamless switching the real reason.
Online and offline linkage help a second-tier market penetration
The right to speak of the upstream supply chain to ensure the supply capacity of handset manufacturers, and marketing channels to drive sales is an important part of the product into revenue.
As a traditional mobile phone manufacturer, JinLiTong OPPO, VIVO, Huawei is regarded as the entity channel TOP4. At present, JinLi in the country opened up more than 100,000 cooperative outlets, more than 80,000 area, more than 300,000 counters; export more than 40 Countries and regions, and has entered the system of eight national operators .Especially in mainland China, Jinli offline channels can reach the county level area.
In the view of Jin Li, channel ability has always been the core competence advocated by Jin Li. 'The line will not be replaced by an online market, but the Chinese market. I think there should be at least 300 billion offline space, which should be 300 billion to 400 billion Between. "Liu Lirong said that not only in China, in the world, has always been the offline market determines the development of the mobile phone industry.
In recent years, we have seen that Jin Li is making new explorations in terms of channel expansion.
In the construction of online channels, while insisting on its own channel of hard work, Jinli actively cooperates with retailers such as Golden Diamond Club with 131 distributors including core retailers such as Gome, Suning and Di Xin Tong At the same time, we will work with operators including China Unicom to increase the rate of OTC locker in business halls and gradually increase the exposure of Jinli handsets and the penetration rates in tier-1 and tier-2 cities.
On the other hand, Jin Li is also actively expanding the line and layout.In the Nov. 26 winter new conference site, Jin Li and Jingdong signed an important strategic cooperation agreement, both parties said Jin Li products settled in Jingdong House and Jingdong Store "jointly build the brand Jingdong House 'and' plan targeted offline marketing activities' and other three aspects of in-depth cooperation.
Liu Lirong said the strategic cooperation with Jingdong reflects Jinli's emphasis on online as a traditional open-market brand, and Jin Li also realizes that the influence of Internet giant Jingdong Online is not merely a sales platform , But also an advertising and promotion platform.
In 2015, when the Samsung S6 screen mobile phone started its debut in Jingdong, Jingdong's homepage was beaten. At this moment, social media was set to attract hundreds of millions of consumers and created a preset record of nearly 10 million S6, reflecting Jingdong's online Marketing and traffic aspects of the unprecedented popularity, and the Jinli hand Jingdong, open deep strategic cooperation, but also means that the platform in Jingdong, there will be more ground gas, fresh marketing tools will be used for Jin Li full screen products Which will also help Jin Li full screen products penetrate into the more easily accepted first and second tier cities and play an active role in driving the sales of full screen.
At the same time, the platform nature of the Internet e-commerce has been further highlighted. Both parties are committed to building Jinli Jingdong House, combining Jinli's sophisticated offline channel service capability with the product experience service features of Jingdong Store (with JD.com) Integration, to further enhance the gold in the first and second tier cities service reputation and brand awareness.
As can be seen, the precise layout of the upstream preview layout, as well as the synergistic development of offline channels online and offline, is being slowly unveiled. The great strength in the supply chain has laid an important foundation for the effective promotion of Jinli full screen mobile phones. In the future In the new round of full-screen war, can really win, but also to rely on the real market test products to speak.