From A1 to A5, China Mobile will run its own-brand mobile phone for five years. Should the national mobile phone become a new target?

A good question: As a communications carrier, why is China Mobile, the non-mainstream mobile phone market, insisting on releasing its new mobile phones at its own pace every day?

壹: A5, China Mobile's own-brand mobile phone has made another one. What's the point?

Recently, China Mobile has released its own brand of A series of new mobile phone A5, which is a comprehensive cost-effective 4G+ mobile phone screen, its product idea is to do the most 'simple and easy to use mobile phone'.

5.5' HD+ full screen, 2.5D glass, YunOS operating system, 64QAM/CAT7 support, and FDD support.

Pricing continues with the A-series family-friendly pricing style, starting at only 499 yuan.

贰: The history of China Mobile's own brand is the history that the minority adheres to

Since China Mobile entered the mobile phone market in 2013, A5 is the ninth low-end mobile phone released by China Mobile, and another N series is the product for the mid-end user market. The inventory of China Mobile's performance in the mobile phone market can be used in niche. Adhere to describe.

In terms of products, A1, A3, A4, and A1s, A2s, A3s, and A4s were released in 2013, the first self-branded mobile phones released in 2013. Since 2015, the N series has been added, alongside the A series, respectively. Mainly low-end and mid-market.

In terms of market sales, China’s own-brand mobile phone shipments totaled 13 million. Compared with mobile phone shipments from mainstream terminal manufacturers, China Mobile’s own brand is more like a small and beautiful niche player, but it is obviously only by shipping. This single measure is not sufficient to objectively evaluate the five-year super run of China Mobile’s own brand mobile phone.

The most important reason is that the self-owned brand mobile phone bears the benchmark in exploring the overall strategy of China Mobile and explores the important task of user experience.

叁: The A5 release may be the beginning of the self-owned brands entering the national mobile phone track

The A5 launch marks a new orientation for China Mobile’s own-brand mobile phones as a product representative for new consumer products at the national level. The earliest concept originated from Lei Jun. The core of the product is a highly cost-effective and low-cost product. Reduce the barriers to entry and gain greater penetration.

The national mobile phone is generally aimed at the people in the third-line to the sixth-line cities. The demand for portraits of this group of people is basically inseparable from the following keywords: Low price, high speed, large screen, easy to use, use.

A5 pricing is only 499, which belongs to the mainstream price range of national mobile phones released in the industry.

In addition, the A5 also considers the specific needs of three-to-six-city subdivisions in terms of product configuration, such as adopting a large 5.45-inch screen, support for 64QAM/CAT7, speed increase of at least 50%, large-capacity battery, 3000mAh battery, support Users can use it normally for up to 2 days. Even heavy users can use it for more than 1 day. This is very attractive to blue-collar workers and can meet the rigid demands of photographing, surfing the Internet and making telephone calls.

Therefore, the release of A5 means that China Mobile’s own brand has started a new consumer trend in the national mobile phone circuit.

肆: The track of the national mobile phone is not crowded, but Xiaomi has made achievements. The addition of China Mobile may bring new changes.

In the national mobile phone track, the main player is Xiaomi. It was Lenovo who joined this track. Before that, there were 360. China Mobile chose this track on the A5 to seek differentiation. It can be said that this is the right path. .

Xiaomi, as the creator of the concept of national mobile phone, takes a cost-effective route and has already released a series of national mobile phones. Its brand of red rice is mainly aimed at the mid-to-low-end consumer market. Xiaomi’s shipment at this track is currently in production. It is also very impressive. The shipment of red rice is over 100 million units. This shows that there is ample market space for entry-level national mobile phone products. The advantages of Xiaomi are also very obvious. It depends on sophisticated Internet marketing gameplay, loyal millet fans and Xiaomi's black. Technology brand advantage has become the core player and leader of this market.

Lenovo entered the national mobile phone circuit this year. It has just released the Z5 series mobile phone this month. It is known as a good-natured product and dominates the national flagship mobile phone. It also advertises cost-effectiveness. It attracts the market and users with high configuration and low price. This is Lenovo. Major shifts after the repositioning of the mobile phone business. From the perspective of market positioning, Lenovo’s Z5 series of national flagship mobile phones are mainly for young users, especially student groups. In the national mobile phone field, Lenovo’s advantage lies in the traditional channel advantages formed in the PC era. , Lenovo's success, perhaps will be the heavyweight player of the national mobile phone market.

360 mobile phones have also released national mobile phones, the price is under 600 yuan, the main cost-effective, relying on prices to attract user attention, but compared with millet 360, the lack of investment in the national mobile phone, did not form a sufficient market potential.

The launch of China Mobile’s own-brand A5 mobile phone means that the national mobile phone track ushered in a new heavyweight player. In terms of product creation, the self-owned brand mobile phone has the resource advantages of the industrial chain as an exemplary model. China Mobile can allocate new technologies to the national aircraft. The advantages of China Mobile’s scale users also provide advantages for users to understand the needs in the market segments and create products that meet the users’ pain points. This is not available to other players. At the same time, as a mobile phone product with operator gene, network advantage is another important factor, which provides differentiated competitive elements for China Mobile's own-brand mobile phones. This fact is actually supported by Cat7 on the A5.

Wu: 5G is coming soon, China Mobile's own brand mobile phone should be connected to the industry and the user's connector

With the advent of 5G, as a mobile phone with operator's genes, China Mobile's own brand needs to assume the responsibility of guiding the industry. As we all know, China Mobile has announced a 5G commercial roadmap. According to the laws of industry, terminals generally mature later than the Internet. For half a year, but today, this law needs to be broken in order to cope with the increasingly fierce competition of pipelines.

At this time, the mobile phones with their own brands have the important role of building model mobile phones, guiding the input of industrial resources, and assuming China Mobile’s strategic deployment intentions on 5G, and connecting users' markets at the same time, accurately reporting market demands to operators and industries. .

From this point, we can expect that some new technologies will be adopted preferentially on self-brand mobile phones.

With the increase of market saturation, self-branded mobile phones should support China Mobile's strategy more, and use mobile phones as the first hard-to-entry strategic value. For 2G subscribers, low-traffic and zero-traffic users, the digital divide is larger. , Play the connection value of the terminal, make thick connection value.

The last suggestion is that China Mobile should speed up the launch of its own brand, integrate China Mobile’s internal Internet content resources, and integrate China Mobile’s Internet content services, such as digital content such as videos, music, education, books and so on. Increase the value of traffic management, create differentiated product advantages, and establish new channels with users.

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