HTC has done nothing wrong, but the times have changed.

HTC recently released the 4G LTE mobile phone HTC One Max, it is sad to say that the release of 1/3 of the seats are not full, the scene has not been announced to enter the Chinese market. As the smartphone market's hottest maker, HTC, which has been notorious for failing to enter the domestic market, has come with the glory of a North American sales champion, but HTC's influence has not risen and fallen after years of hard work in the Chinese market.

Despite the year HTC set off a big marketing campaign: sponsoring the Champions League, looking for May days and Wang's endorsement to buy Iron Man copyright, each investment is not a small amount. In addition, the Chinese market, which has been widely criticized for its reform, has transformed China's regional president into advertising for the Chinese market. On the product, since HTC One began, has gradually cleared the flagship product model, and on the product HTC's internal strength is not inferior to Samsung, whether it is material or multimedia.

But whether this series of moves will help HTC regain its former glory is still unknown. Did HTC do something wrong?

Today's mobile phone market competition is not the difference in space, the supply chain is highly open and transparent, and the smart phone boxy a screen is defined by Apple; the operating system is less innovative, and Android is the only option, and multimedia-related user experiences such as photography and sound effects are easily imitated. At the UI level, innovation space is also very limited, and the only user needs have been MIUI control, HTC's own very persistent HTC Sence also failed to achieve the user stickiness as it would be differentiated.

Nokia has been the first to fall, HTC has done nothing wrong, but the times have changed: the era of operator-led industry is over, the era of selling products to the world is coming to an end. The play of the internet is eroding what we have known as "hardware manufacturing" industry, Millet's big line to rely on selling hardware products to survive the day sad, the sale of relatively low prices of hardware products, and rely on content and service after the charging is the important part of the Millet business model.

In the international market, Apple's play law has already subverted the traditional mobile phone industry, it has earned the front-end hardware products and earned the content of the service category of the cost.

Why should Huawei, ZTE and Lenovo still have a foothold in this market? Smartphones are a fast-evolving and changing market, in other words, if you're not looking like Apple, then you'd better be able to keep up the market position with the big tree backed by the trees.

Of course, the two are extreme, other domestic manufacturers have not fallen because of the size and size of the larger, Lenovo mobile phone has been sitting on the top of the global PC, Lenovo Group support, and Huawei, ZTE behind the telecommunications network equipment business support, and part of the Chinese government's support for these companies. Taking profitable business to feed the mobile phone is already the common practice of domestic handset manufacturers that can survive today, the Lenovo, which is already sitting on the top of the world's mobile-phone shipments, is not sure how much profit it has made on its handsets, and Huawei, which has moved to the market, is still at the end of a lot of money.

The reason why Nokia fell down first is that its network equipment business itself is facing challenges from Chinese manufacturers such as Huawei, and the Finnish Government is unaware of the busy alliance with Microsoft.

HTC, which has emerged from Taiwan, must rely on its own strength to move forward, and in the era of smartphones that other manufacturers have not yet awakened, it has relied on its first-ever advantage to succeed, but it is still a bit weak in the face of fierce competition in the smartphone market.