When mobile phone manufacturers are playing the TV market idea, home appliance companies have also accelerated their layout in the mobile phone field.
Recently, it is reported that Gree Electric (hereinafter referred to as Gree) a new mobile phone has entered the network, or soon listed, the configuration of related products has also been circulated. Influenced by Dong Mingzhu and Lei Jun's gambling, Gree has been preparing for mobile phones. Being concerned by the outside world. Now Dong Mingzhu has led Gree to have been in the mobile phone market for three years, and there is still a certain gap from its target.
In fact, not only Gree, but many home appliances are very interested in the mobile phone market. After Konka announced its new move back to the mobile phone market, many home appliance companies have already joined in early.
The mobile phone industry has always been an open industry, with many market competitors. Not only traditional companies such as Lenovo, TCL, Hisense, Changhong have deep layout, Xiaomi, LeTV, Iqiyi, Ali, Tencent and other Internet companies have also joined. It is reported that In recent months, there have been several new product launches and cross-border cooperation in the industry.
Then, what is the prospect of home appliance companies doing mobile phones across borders?
Gree makes a phone call
Has invested hundreds of millions of dollars
Recently, it is reported that a new generation of Gree mobile phones may be listed soon. It is reported that the mobile phone has passed the network access permit of the Ministry of Industry and Information Technology two months ago, which is a year after Gree released the mobile phone product last time. Gree's mobile phone chose to return to the public eye at this point in time, sparking heated debates.
From the information published on the website of the Ministry of Industry and Information Technology, unlike the previous generation Gree mobile phone 'color world', this Gree new machine uses a 18: 9 full screen, equipped with a quad-core processor, rear dual camera.
It is worth noting that the Gree mobile phone is the function of one-button control of home appliances, and this function just reveals the ambition of Gree to grasp the initiative of smart home by mobile phone.
However, although Gree has entered the mobile phone field for three years, its mobile phone sales are still not clear, and Gree has not announced it. Dong Mingzhu once said that 'the second generation of Gree was released less than one month, and the order has been 350,000. Can't keep up. According to my goal, Gree sells 100,000 units a day, and 36 million units a year. The goal is not high. 'Gree's new generation of mobile phones can support Dong Mingzhu's daily sales of 100,000. The goal of Taiwan' is still unknown.
Some people close to Gree said that Gree is not a mobile phone, and it has invested hundreds of millions of dollars.
Dong Mingzhu has even repeatedly claimed in public that Gree has to be the world's number one mobile phone brand. From 'minimum millet' to 'sell 100 million', it is clear that Dong Mingzhu is always full of confidence in Gree mobile phones.
However, Gree mobile phone has repeatedly fallen into the 'strong selling' storm, leaving the outside world full of worries about its prospects.
Recently, it was reported that a document from a suspected Gree Hubei sales branch showed that air-conditioning installers became the target of Gree's mobile phone 'digested' inventory, citing the dispatch of the APP on Gree mobile phones, and the employees also spent Money to buy Gree mobile phones. Recently, Gree dealers across the country have also been accused of requiring air conditioner installers to use Gree mobile phones.
Gree has not responded to this, but for Gree, Gree has always disagreed. At the same time, Gree has not given up on the idea of making a mobile phone. At the recent Gree annual shareholders meeting, Dong Mingzhu once again indicated The importance of Gree mobile phone. 'If you think that the mobile phone can do 100 billion yuan at a time, then please come. Some people say that the Red Sea can't do it. I think the Red Sea is the spirit of your no challenge, the spirit of perseverance. . '
The industry believes that the mobile phone once assumed the second growth goal of Gree's '100 billion yuan', Dong Mingzhu said that sales exceeded the Xiaomi mobile phone, Huawei mobile phone is a matter of minutes. Now, Dong Mingzhu and Lei Jun's gambling period is gradually As the approach progresses, both speed up the 'invasion' of the other's field.
Konka returns to the mobile phone market
TCL, Hisense, Changhong seeking differentiation
It seems that the home appliance business is not new. TCL, Changhong, Hisense entered the mobile phone market very early. In the past two years, Hisense and other home appliance companies have also begun to get involved in the mobile phone field. Konka has also been heavy after its mobile phone business has been stagnant for a year. Return to this market, and frequently in the near future.
It is worth noting that most of the home appliance manufacturers entering the mobile phone field are black power companies.
At present, the black electricity industry is basically a three-point world. The overseas faction represented by Samsung, Sony, LG, etc. has gradually become a major trend. One group is the traditional household appliance giants represented by Changhong, Skyworth, etc. Accelerate the introduction of artificial intelligence technology to find a way to differentiate; there is also a group of companies with Internet thinking, such as Xiaomi, LeTV, Lenovo, etc., they have a strong ecological ambition, but most of them are now 'remediation'.
Marketing expert Hong Shibin believes: 'Black-powered enterprises have many years of experience in making mobile phones. TCL and Changhong have achieved a certain market share in the mobile phone market. However, with the market competition and the strong rise of emerging mobile phone manufacturers, home appliance companies are under pressure to do mobile phones. In the era of intelligence, home appliance companies have more to use mobile phones as the connection of various home appliances in smart homes, paving the way for the establishment of their own smart home ecology.
Liang Zhenpeng, an industrial economist, said: 'At present, Huawei, OPPO and other five mobile phone companies account for more than 80% of the Chinese mobile phone market, leaving the market space for home appliance companies smaller and smaller. Now home appliance companies are mostly doing their own mobile phones. The layout of smart home industry, oligopoly and fierce market competition make home appliance enterprises difficult in the mobile phone market. To make a good mobile phone product, enterprises need to form synergy in product, market, marketing, channel and other aspects, and find a differentiated path. To achieve the goal. '
However, some insiders believe that for home appliance companies, there are difficulties and opportunities to challenge the mobile phone business. 'Smart color TVs and smart phones are two very important parts of smart home systems, home appliance companies in manufacturing and intelligent business. With its unique development advantages, it will be conducive to the promotion of its mobile phone business.'