'天极网手机频道'In recent years, China's mobile phone market has gradually matured, and the overall pattern has evolved into a few giants occupying most of the market share, while the rest of the niche brands are facing the violent impact of the Red Sea market. How to rush out under the tremendous pressure of the market Blood, this is closely related to the brand's ability to innovate.
YOTA's predecessor was Russia's 'YOTAPHONE'. It was officially changed to YOTA after the acquisition in 2015. Under the guidance of localization strategy, YOTA released the YOTA3 double-sided screen reading mobile phone jointly developed by China and Russia in September last year. The Russian element, the overall preference for the design concept of domestic mobile phones, coupled with the addition of double-sided screen, YOTA3 won the 2018 German iF design award.
After China's acquisition of YOTA, it has publicly indicated that the company's position is knowledge hardware, but why is it the first to enter the market is a smart phone, which may be related to the reason why the product needs to be on the road. Only build your own software and hardware platform, knowledge Products can be more convenient to go online.
How to break through the market in the current situation of mobile phone homogenization, YOTA has opened up a new 7-year R&D journey of double-sided screen and finally put YOTA dual-screen mobile phone into the market. Sino-Russian strong technical team, Finnish hardware team And the Korean design team, dedicated to the ink screen and double-sided screen control system, as well as the development of educational equipment. The final presentation to the user is a fresh dual-screen experience, thin body and good battery life and real reading experience. The back ink screen supports reading and WeChat and many other functional interfaces. The ultimate simplicity and perfect reading of the mobile phone is a new experience for the user.
At the same time, the ink screen gives the mobile phone a meaning other than social interaction. The perfect combination of static and interactive dynamics of reading, users can enter their own reading world through mobile phones anytime and anywhere. This kind of experience is undoubtedly a kind of knowledgeable person who prefers literature and art. Great attraction.
In terms of hardware, it is equipped with Qualcomm Snapdragon 625 processor, 13 million + 12 million pixels front and rear camera combination, dual card dual standby, fingerprint recognition, and the overall satisfaction of our daily use of mobile phones.
From the purchase comments of the e-commerce platform, we can also clearly understand that most of the users are actually loyal fans of the double-sided screen and ink-screen reading function. Of course, there are other people in the user, and YOTA2 has been given by Putin and Xi Jinping. The clerk's 'Chinese-Russian' positioning, YOTA3 has a relatively high-end brand aura at the beginning of the listing.
Therefore, the minimum price of YOTA 3 at the beginning of the listing was 3699. Compared with the same configuration, the price of the same type of model is slightly higher. This kind of rouge pricing method fits in a certain degree with the high image of yota 'National Gifts', the advantage of differentiation It also guarantees a small portion of the market share of the product.
However, the low cost performance undoubtedly limits the purchase of mobile phones. The high price of YOTA3 has been criticized by countless netizens before the sale. Until the YOTA3 ushered in the continuous decline in prices in the past six months, ordinary users have a certain buying tendency. YOTA3's offer on major e-commerce platforms is only 1499-1298 yuan, even lower, the price is less than half of the original price.
The continued price decline is because the dual-screen concept is still in the stage of not being accepted by the mainstream market, or the consumption threshold caused by the previous higher pricing has seriously affected the sales of mobile phones. Perhaps both reasons exist, the official explanation is ' YOTA must continue to do a good job in hardware and content, and must make breakthroughs in sales channels. 'It can be seen that YOTA3's sales have not met expectations. YOTA mobile phone CEO Zhang Guangqiang once said: YOTA3's first year target is hundreds of thousands to millions Taiwan, and as of March 31, 2018, YOTA3 sold less than 17,300 mobile phones, with sales of about $5.2 million. The company lost $15.1 million.
Therefore, using price reduction to promote sales, cleaning up inventory is an inevitable choice for YOTA. This also improves the contact and understanding of users on the double-sided screen mobile phone in the market to a certain extent, and timely compensates the research team behind YOTA.
The overall price and sales trend of YOTA3 fully demonstrates that the positioning of a brand does not determine the direction of the brand. What really plays a decisive role is the brand awareness and the excellent product itself.
Double-sided screen is a functional advancement of mobile phones. In addition, the ink-screen electronic e-reader market is actually in a period of growth. More and more people in the market are increasing their popularity on dual-screen mobile phones. Therefore, the author also boldly guessed. The recent price decline may be a signal for YOTA to release the fourth-generation dual-screen mobile phone, and the new machine will be released for storage. I hope this new machine will give the user a satisfactory answer.
At present, the mobile phone market of double-sided screens is still relatively small, and consumer spending habits of double-sided screens have not really formed. How to deepen the products into the user's habits during the user's hunting stage, which requires not only innovative products, but also innovative products. Improve its innovative functions, such as YOTA has begun to apply artificial intelligence to the pre-research of reading, using AI algorithm for knowledge recommendation, in-depth learning, building knowledge maps, etc. It is necessary to integrate mainstream elements into their own products, to create Belong to your flagship model, reducing the user's choice and use threshold.
