Mobile phone circle into the new product-intensive release period, the market pattern variables are still

Mobile phone circle has gradually entered a new product-intensive release period. In addition to the traditional mobile phone manufacturers push new products outside the industry companies are scrambling to squeeze in the fun.

March 30, two internet companies also announced their mobile phone strategy progress, of which 360 mobile phone official community and the Android version of 360 mobile phone official community applications launched, and le-Vision announced that the new products will be released in April, the industry speculation will be a long rumored video phone.

Even the gree, which has always been regarded as a traditional household appliance manufacturer, suddenly flashed a gree mobile phone.

For these new entrants into the industry, the so-called Internet mobile phone, there are bullish, see the loser also have.

Internet "do Machine" said:

We value experience, why not succeed?

Millet the company used 4 years quickly become the eldest of the Internet mobile phone, Lei said the main experience is "millet retail at cost price, quickly spread the product, through the Internet's derivative income model to obtain profits." This is the core content of the millet pattern.

In this respect, 360 chairman Zhou said that in 2012 he was the first to understand the millet model. And in the Internet, mobile Internet on the East Zhou hard to break through, and resolutely decided to re-enter the mobile phone industry, the purpose is the same as Lei: Want to rob the Internet portal, once again set foot on the road with bat.

Zhou in the internal mail to all employees to explain "why to do the mobile phone" said: "We want to be in the mobile Internet security to the extreme, we must do their own mobile phones, so as to deeply intervene in the bottom of the operating system, on this basis to build a real mobile phone security, to achieve user demand ”

In the already fierce competition of the mobile phone industry, after entering the mobile phone market, the Giants are still full of passion. Zhou admits: "I only believe that the internet is surfing, who can never live in the forefront." Now do mobile phone is to fight a scale war, as long as you like hardware manufacturers have mature product design and supply chain, controllable cost and stable quality, coupled with Internet enterprises in the user experience on the continuous innovation, why not succeed? ”

360 Mobile phone partner Cool Group executive vice President Li said that the new company's business will focus on smartphones or Internet handsets, to hardware, software, Internet ecology as a product system, and focus on the product system to do a good job. At the same time, for the product performance, configuration, experience, as well as prices, costs, operations to pursue the ultimate, beyond the friends.

Compared with 360 of the millet model, the music video phone from the beginning with the music as a whole ecosystem tied together. has always been to subvert the music as a slogan, directly to the music as a competitor to the mobile phone as Apple. Jia Yue, the chairman, said the smartphone should be an "eco-phone", and he repeatedly questioned Apple's industrial design and system closures. and in micro-blog said that the mobile phone will be from the intelligent age into the ecological era, users more concerned about the chip and ecological reverse (chemical reaction). Le Vision Mobile President Feng Jue is in the media interview, said that to the ecological model usher in a new era of mobile phone industry.

And Mingzhu suddenly show "Gree" brand mobile phone, caused a consternation. Some industry experts think this is Mingzhu, because in the mobile phone industry, the opportunities for new brands are not much.

In response, Mingzhu said, although gree do mobile phones later, but to do the best, and in this process to constantly create technology, through competition to accelerate progress.

"I have spent two or three months," but still did not put it on the market, "it must be made to make consumers the most comfortable and most satisfied with the brand." I hope Gree mobile phone to meet three characteristics: first, feel good, the second is the word clear; Such a few features are foolproof, we will sell to the market, so that a part of the consumer began to experience. Mingzhu said.

Gree into mobile phone field is not because the industry to make money, but to use it as a full range of intelligent tool, the mobile phone and all electrical products together.

At the same time, Mingzhu also revealed her thoughts on the future of intelligence, "our air-conditioning will later become a family of all electrical products carrier", which means, with air-conditioning to the home of the entire electrical chain, through the intelligent control of an air-conditioning, so as to achieve a family of all the total electrical energy control, " Such a way will bring technology upgrades to the whole household appliance industry, and also make the consumer more trust to us. ”

For the traditional home appliance manufacturers Gree, the introduction of smartphones is clearly not to win with the Lei Gamble, but for the intelligent home era early layout.

Traditional manufacturers say:

Noise surfing is hard to promote industry development

Interestingly, just last year, Cao, vice president of Cool, said, "The marketing of the internet has indeed been very successful and has led to market concerns." However, as a traditional mobile phone brand, he also said, "Internet mobile phone marketing tools in the first two years, but from home appliances, consumer electronics and other industries, there is no product to build advantages, no technical accumulation is not feasible." ”

To the Internet handset company, has the traditional handset manufacturer's industry personage to "the securities daily" reporter admits, "My personal heart is not optimistic about the Internet handset, is not myself because in the traditional handset enterprise." The hustle and bustle of China's Internet may attract attention, but it is hard for them to really push the development of the mobile phone industry. Of course, we have to look at understanding the scope of the Internet. My impression of the Internet includes 360, millet, maybe they will succeed, but they will not be because of mobile phone and success, but behind the success of capital. Of course their marketing and user experience mining is worth learning. ”

Hammer Technology founder Luo after receiving 360 company chairman Zhou 祎 sent the ammunition box invitation letter, said Weibo, "the traditional handset manufacturing industry generally has not paid much attention to the software and the operating system (some is the idea reason, some is the ability reason), is glad to see more software-aware Internet enterprises to participate in the handset manufacturing To experience better software and systems. ”

However, the Internet mobile phone marketing model has also attracted the attention of traditional mobile phone companies, ZTE, Huawei, Gionee, including the traditional mobile phone manufacturers, such as the company and the electric dealer to publish the concept of the Internet brand products.

The Observer said:

Mobile phone has become the largest mobile portal variable

Today, mobile phones have become the biggest variable for mobile internet portals.

Wang, director of China Research at ISuppli Corp., said in an interview with the securities daily that mobile phones are the hardware entrance to the Internet, so they all want to get their business and mobile phones hooked. In the future, we can also talk about the story of building intelligent terminals and intelligent home Internet ecosystem. Say good is the strategic layout, say not good is to tell the investor story.

Yanhui, the Secretary general of China's mobile phone, said the 360来, who made his fortune on the Internet, had reached the point of "not to do mobile phones". "360 phones may do well, but the opportunity to enter a new brand is still zero," he said. ”

The hardware threshold has been too low, but the mobile phone industry chain is very complete, well done very difficult.

and Gree mobile phone is by Chaoli generation, mirs design. Can sell, Yanhui hold the opinion.

Household appliances industry veteran observer Liu Buzhong to Gree do mobile phone attitude is very clear: "To a large extent this is mingzhu personal willful move." "Not only does not comply with Gree and Mingzhu has always advocated a professional strategy, and does not have the core technology of the mobile phone gree, did not do well is likely to smash gree air-conditioning so many years accumulated reputation."

In the electronics industry analyst Pan, this is gree a small attempt, not officially into the mobile phone field. According to him, Gree's strategy is to "buy air-conditioning to send mobile phones", which is marketing. However, yanhui that, even if Mingzhu is serious, then, in the future mobile phone field, Gree is likely to be in the end.

As for the beats in the capital market, most of the market think this is the company's strategic preparation.

Nevertheless, traditional industries are under great pressure for the power of the Internet.

Analysis points out that in this hardware manufacturing threshold compared to the previous era of many lower, means that internet companies can easily access these industries with the power of capital, and use the "Internet Derivative services" model to attract a large number of venture capital, and then in a loss mode of the wild predatory users, after the collapse of traditional industries to reap the benefits.

Internet handset manufacturers are willing to sell mobile phones through higher cost performance, because in the research and development, production, maintenance, marketing, channels of all the costs accounted for 5%-6% of the company's turnover, internet research and development tools, marketing tools, sales means to significantly reduce the cost of occupation, become the Internet mobile phone rapid development of the initial "secret weapon", The cost of traditional mobile phone manufacturers accounted for 40%-50%.

In addition to cost competitiveness, internet companies themselves have advertising, games, media and other Internet derivative services, they use mobile phone as a carrier to rely on services to make money with confidence. These two points are fatal to traditional handset makers. Although Huawei, ZTE, Lenovo follow the pace of millet, but Huawei, ZTE, Lenovo in the follow-up "Internet derivative Services" does not have any advantage, they can not make up the Internet derivative services to compensate for the loss of income, in the battle with the millet will be in a weak position.

and the traditional mobile phone manufacturers may hit the "millet" way is to use the "patent war" to launch an attack, and 4G began to popularize, Qualcomm in the 4G patent does not occupy an advantage, to Huawei, ZTE patents to fight the chance of millet.

Analysis said that at present, the millet innovation, sales growth has slowed dramatically, coupled with product quality has been more and more users of the criticism, and Huawei, Lenovo, ZTE and other mobile phone companies close to hand-to-hand combat, which makes millet difficult like internet companies as quickly as the Lord.

Between attack and defense, the market pattern of internet enterprises and traditional manufacturers is full of variables.