In recent years, the growth of domestic mobile phone brands is obvious to all, but the homogenization of domestic mobile phones is also becoming more and more serious. Manufacturers should be guided by user needs, extend the product application scenario with smart ecology, focus on interactive experience, and realize hardware and software ecology. Collaborative upgrades. However, the 'squeak' that the mobile phone market shows is far more than these...
A: A lack of core technologies, domestic mobile phones are inevitably subject to people
According to Reuters, ZTE has signed an agreement with the United States to remove the US Department of Commerce’s procurement ban and allow ZTE to resume its procurement business with U.S. suppliers. For ZTE, this is a good news that will enable it to rejuvenate. However, What is hidden behind the incident is the concern of the domestic mobile phone market. Mobile phone companies must develop their own core technologies.
'Practice has repeatedly told us that the core technology is either impossible or impossible to buy, and it can't be discussed. ' In recent years, on the surface, domestic mobile phone brands have been very powerful. They squeezed Samsung out of the country and pulled Apple into the domestic market. The throne of one, unfortunately, this mighty power is just a matter of fact. The processor, screen, and camera in the mobile phone are the core technologies of smart phones. The domestic mobile phone can only take up very little.
First of all, in addition to Huawei owns its own mature chips, other manufacturers have to rely on others to provide. Second, Samsung and LG's screen is recognized as the best, but unfortunately Samsung often lacks capacity. Finally is the camera, almost all current camera sensor smartphone All from Sony. The lack of core makes domestic mobile phones very ambiguous, and vigorously researching and developing technology is the most urgent task in the industrial chain.
However, the core technology R&D capital investment is very large. Generally, small mobile phone companies cannot afford it. The arduous task is left to the domestic mobile phone giants. In addition to Huawei, Xiaomi has also been in the mobile phone chip industry for many years, but the results are rampant. It was only launched last year. The first test of water, equipped with its own R & D mobile phone processor S1, using TSMC's 28nm process, eight nuclear A53 architecture, in the process behind MediaTek and Qualcomm midrange chip two generations, low performance, high power consumption.
Recently, Xiaomi released the S2, which is a quad-core A73+ quad-core A53 architecture, using TSMC's 16nm FinFET technology. Although the performance is significantly higher than that of the S1, this processor is only equivalent to that released by Huawei Hass two years ago. Kirin 960 has no leading edge and it is even worse than MediaTek Qualcomm. However, it is gratifying that Xiaomi has the foresight to independently research and develop chips, which has given the industry a good start. Xiaomi also said that he plans to enter the mobile phone shooting technology. industry.
Industry experts believe that the mobile phone industry must be solved by people's dilemma, and it is imperative to enhance the R&D and innovation capabilities of enterprises. Therefore, increase investment in technology development, especially core technology patent research and development, and control the supply chain, and strengthen the matching of funds and talents. , is to fundamentally reverse the domestic mobile phone 'big but not strong' good medicine.
Twenty-two: The domestic mobile phone market has entered the giant era. What about small vendors?
The latest quarterly mobile phone tracking report released by IDC, a market research organization, shows that in the first quarter of 2018, the shipment volume of the Chinese smartphone market decreased by approximately 16.0% year-on-year, which is lower than the level of the same period of last year. The overall environmental performance of the mobile phone market is sluggish. Well-known data organization GFK forecast In 2018, China's mobile phone market will enter the giant competition era.
Huawei Yu Chengdong predicts that there may be only three smart phones in the future. He believes that it will be Samsung and Apple will increase Huawei. In other words, the status quo of the current mobile phone industry will be difficult to see in the future, and many small manufacturers will be due to performance. The problem closed down. Even some companies have disappeared, such as Coke, IUNI, Nibiru, Coupe, etc.. And Luo Yonghao was rumored to be closed down six times last year, the hammer for the acquisition of five times, and Zhou Hongyi's 'gap with friends', 'Selling a losing one' 360 mobile phone.
Lenovo's ZUK, nubia, and one-plus mobile phones were also unsatisfactory, especially Meizu. When Luo Yonghao released a new machine for hammers and nuts, Lei Jun’s millet entered the market segment mobile phone, Yu Chengdong was busy promoting Huawei’s new flagship P20... This At the same time, the Meizu founder Huang Zhang was also very busy. The Meizu executives left the company and the company made massive layoffs.
There is Jin Li. As the 'old cannon' of smart phones, Jinli is taking the offline and business roads in development. Unfortunately, Jin Li’s problems in the capital chain have affected the health of the supply chain. , Hope to overcome difficulties.
IDC expects that after experiencing the first quarter of warm-up, domestic brands will further exert their efforts in the second quarter, and the centralized launch of flagship machines will stimulate user demand. The battle of first-line brands will be intensified and the second and third-tier brands will face. Survival challenge.
Industry analysts believe that elephant fights, ants suffer, small brands face a crisis of survival, focusing on 'deep' survival, and China's mobile phone market has gradually evolved into a new 'T' pattern, highly centralized, and the oligopolistic era is looming.
Thirty-three: About the 'Who is the first'?
The question of who is the number one has always been a means of corporate marketing. For example, after the end of a double 11 in a certain year, mobile phone companies started various propaganda, often attracting attention with 'firsts', such as days. The cat platform first, the whole network first, the certain first price range, and so on, the number of the first more than to come, of course, this is not important, the important thing is 'fighting'.
For example, knowing that one plus one friend knows that one plus most has already begun to sell in the country, but its main market is still abroad. Therefore, when many people talk about one plus, they are all shocked. Actually there is such a mobile phone brand? Yes, there is! And it is said that it is still very powerful!
On May 31, Xiaomi announced on his own release that the data from Counterpoint, a Hong Kong market research company, stated that from January to March, Xiaomi’s shipment volume in India was 31.1%, ranking the first in two consecutive quarters. Samsung’s 26.2. %, China's vivo and OPPO companies followed. This means millet is the Indian mobile phone market NO.1 in the first quarter of 2018.
Coincidentally, the editors have recently seen promotional data on one-plus-one mobile phones in India. According to data from International Data Corporation (IDC), only one-year-old Chinese mobile phone brand OnePlus was established last quarter in India’s high-end smartphones. The market share reached 53%.
That's right. Also in the first quarter, one added the first in the mobile phone market in India. The first one is the high-end smart phone market in India. In other words, the phone that Xiaomi sells in India is basically the low-end market. However, according to Counterpoint, the first high-end mobile phone market survey report for India in the first quarter of 2018 was released. Among them, OnePlus mobile phone accounted for 25% of the high-end mobile phone market in India, ranking second, and with a high of 192%. Growth, becoming the fastest growing brand.
Therefore, the editors are still confused about who is the first in the Indian market. Of course, this kind of rumors may exist in other industries. It can only be said that for publicity, for marketing, everyone is also fighting!