Cool Road: Three stages of reconstruction of mobile phone market

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This January 8, cool released the big god F1 mobile phone.

The phone has the first true eight-core, 13 million/5 million rear/front-facing camera, and Corning Gorilla OGs full-fit technology screen, 2GB capacity of RAM and other accessories parameters. However, these pure hardware technology and configuration are not the biggest advantage of the phone, its official price of 888 yuan is the biggest highlight of the phone, because the official price of the phone is only 888 yuan.

Perhaps even the cool officials did not anticipate that the phone will give the Chinese smartphone market unprecedented influence in the next half-year.

Because of the 888 yuan pricing, and the first-class configuration of the fuselage parameters, this phone makes 2014 China's smart phones in the low-end market trend and trends have undergone new changes. In addition, it is because of the impact of the phone, other manufacturers have to rush to fight, such as Xiaomi introduced the red Rice note, Lenovo launched the Lenovo Gold fighter S8, Huawei launched the Glory 3C, even with the phone has nothing to do with ASUS Zenfone 5 mobile phones.

In this field, the first time the cool leader, but also the first to complete the Chinese smartphone market layout. And before that, the cool mobile phone route has undergone three turns.

The first stage of cool pie: high-end + business

Cool faction in the past few years is not known, most people to the cool impression of almost stay in the "niche" field, because the past few years of cool, adhering to the product style and market positioning are "high-end" + "business" style, its targeted user groups, but also mainly high-end users, business elite-oriented. In today's eyes, this style and positioning has laid a cool way to rise, but also for the cool and industry enterprises to open the competition laid a sub-line.

The result of the high-end positioning of the cool faction is considerable, in addition to the successful creation of the local market-specific cool brand, more cool in the early mobile phone market has accumulated corresponding technology, channel and brand management experience. These early positioning of the high-end market strategy, for the cool in the smartphone market, the overall popularity of the 4G model strategy has made a great merit, and the current some emerging smartphone manufacturers in the market is not smooth because it is mostly defeated in the supply chain, technology and other barriers to the threshold.

Early positioning of high-end, business market strategy, so that cool can in the mobile phone market than other mobile phone manufacturers more time to improve, build their own mobile phone ecosystem and supply chain advantages, this strategy is the future of mobile phone competition is no longer a single product competition, but related to the smart phone ecosystem, channels, Suppliers and other multi-faceted cooperation system.

In addition, the early positioning of the high-end, business style system of cool, the impact of brand communication also has a huge role, especially when the cool in the low-end smartphone market, most consumers of cool brand does not need additional knowledge and brand impression of the advantages of re- So that the cool faction in the introduction of the great God F1 can easily face the market competition.

For the cool, the early positioning of high-end, business style does not mean that easy, but the road to development is more difficult, because in the past few years, Nokia is the King Unified Jiangshan, motorcycle is the supremacy of the invincible, there are Samsung invasion of the Huawei in the ... In the jungle are strong in the market situation, cool in the absence of the father-in-the-Gannian and did not compete in the case of killing a crowd of their own, this courage is also spectacular.

The second stage of cool: everyone can use a smartphone

The advent of the smartphone era is a great opportunity for every handset maker, but unfortunately, in the face of this once-in-a-lifetime opportunity, the two great kings of Nokia and Motorola have unexpectedly disappeared. The iphone and Android, the two new recruits eggs, but no one expected unexpectedly red up, especially Android-led smartphone trends, but also to the entire market to bring new opportunities.

The domestic Xiaomi has pulled the trend of smartphone popularization into the public view.

But early millet in the production capacity, after-sales and other fields of weakness, but also let this one-on-one favored enterprises to be a synonym for hunger marketing, and other smartphones in this still not decided on the market, has launched a new market competition. At this stage, the cool faction from the high-end into the low-end market initiatives, also can be justified, but just the arrival of the cool faction launched a full of sincerity-888 yuan of the great god F1.

The low-end handset in the cool faction has the very obvious value: with the Android system in the function, security, and so on, more and more market share is inverted to Android, in this smartphone frenzy, the growth of Android camp is inevitable. and cool, as the previous focus on high-end quality of mobile phone manufacturers, at this time into the low-end mobile phones have the need for cool internal development, there are times to promote the trend of the need.

Originally is the high-end positioning of the cool faction into the low-end market, in addition to a large number of low-end mobile phone users can be harvested, but also their own product line in tandem, so that more consumer users in the smartphone market has more choice space. Of course, the most immediate benefit for consumers is that consumers can buy technology and products that are already accumulating enough competitive advantage in low-end handsets.

The real benefit of this transition to cool is that the cool brand has gone into the general public.

The third stage of cool: Elite Models lead the wider market

August 6, the Flying Elephant Network reported the cool faction Vice President Zhangguanghiang in the cool faction internal post, said Cool will be released new high-end mobile phone 5, in the message, Zhangguanghiang said "Cool faction has been to create high-end mobile phones to reshape the cultural platform, also reorganized the team, from the product market set up a unified team, in accordance with six unified trading, Research and development of the high-end team all to achieve independence, quality systems are all independent, and for the VSK team, in accordance with the rules of the high-end market to carry out operations management, implementation of a completely different assessment mechanism. ”

In terms of this new product, Zhangguanghiang points out that "Grand 5 will rely on the software operating system capabilities that cool is best at, as well as a deep insight into the market, coupled with the support of technical capabilities, to address the national security pain points of mobile internet." ”

From high-end to the public, and from the public to the elite, such a way to cool not only means that it has been in the mobile phone market after three stages of the attempt and ups and downs, but also shows that its in China's mobile phone market in every area has been a thoughtful situation. In the current Chinese mobile phone market, such a layout view of cool is far more than some other only to compete parameters of the handset manufacturers, after all, such a layout more intelligent and long-term vision.

Return to the elite line, will be more for the real needs of users to provide more professional quality services, this is once in the high-end market has experienced the cool, is a kind of re-vitality of the way. In the current mass mobile market, too many manufacturers have done this area is messy enough, cool has not too many reasons and such manufacturers together, another point, the choice of elite mainstream users, but also more to allow mobile phone manufacturers to have more competition barriers.

What is conceivable is that the cool of the strategy is completely sober, and this is a price war and the public opinion war, but the phone does not have any bright spot of the ordinary manufacturers, cool in the victory over the different stages of the business strategy, can quickly turn around to locate suitable for the future of their own way, This has cut the dividing line from other ordinary handset manufacturers to some extent.

Of course, this is also cool in the absence of any favorable circumstances and background conditions, completely on their own to play the most important factor of their own times.

--Finish--

(Author Profile: Zhu Yi, 80 epigenetic, internet media people, well-known bloggers, long-term integration in the Internet, engaged in a lot of business PR and marketing implementation work, belief in the Internet, long-term focus on Chinese Internet business trends and case studies, is engaged in PR communication and innovation marketing work. Personal number: Izhuyi; personal public platform account number: Zhuyiweixin)

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Cool Road: Three stages of reconstruction of mobile phone market