Glory, Meizu charm Blue, why mobile phone brands Love "separation"?

Recently, IPhone 8/ 8 Plus, IPhone X,  Mate 10, OPPO R11, MI mix 2, Vivo X20 and many other mobile phones to be released, can't help people sigh the fierce competition in mobile phone industry, and fierce market competition, but also mobile phone brand business succession process. In recent years, Nokia, Motorola and other brands are declining, Apple,  Xiaomi fame, the rise and fall of mobile phone brands to people a warning: the Internet era is not always the first.

The rapid change in the smartphone industry has made many people in the industry catch up. However, it is particularly important for enterprises to adapt to the changes of the market and make the adjustment of business strategy at any time. May 2017, Meizu technology adjusted the company's organizational structure, the company divided into three major divisions: Meizu Division, the Blue Division, FlyMe Business Department, confirmed the charm of the charm of the myth of the separation of the blue. In fact, mobile phone brands from the parent brand independent operation of representatives can be many, such as:  and Glory, cool and great God ...

Fierce market situation, domestic mobile phone brands love "Separation"

China's smartphone retail volume has reached 117 million, according to data released by the German Research institute Gfk24 Day. China's smartphone retail sales are expected to reach 464 million in 2017, up 4% from a year earlier, while the market is expected to grow by 16% yoy (in dollar terms). In addition, data from the market research organization Strategy Analytics show that in the 2 quarter of 2017, the number of mobile phone manufacturers in the top five of global handset shipments accounted for three, Oppo and Xiaomi respectively.

From the above two surveys: domestic smartphone sales are on the rise, and the reputation of domestic brands in the international market, China's mobile phone brands are in a rapid leap stage. Therefore, in order to seize the higher market share,  Meizu and other mobile phone brands from the parent brand has been independent of the new mobile phone brand, the intention through the separation to get more trump card, occupy more markets.

Glory, is the launch of  Internet mobile phone brand, was independent, has launched the Glory 3 C, Glory 3X and other products, a leap into the mobile phone market "Tomorrow Star". According to the data, glory in 2017 1 to August sales reached 35.131 million units, the Chinese market as the Internet handset sales champion. At the beginning, many people did not expect the sub-brand, now break out of their own piece of heaven and earth, become a smart phone market in a non-trivial existence.

After the glory of independence, Meizu has also been selling the Meizu and the blue for independence. According to the Meizu official website revealed that the charm Blue has its own independent official website, and will adopt the new domain name. For this adjustment, the vice president of Meizu Science and Technology, said: "The charm of blue positioning youth good products, brand has been independent operation, but the outside world has always been the charm of blue as Meizu brand." And when the charm of the blue mobile phone completely independent, the blue in the product will be more focused, better interpretation of the definition of youth good.

To sum up, in the fierce competition in the market, mobile phone brands from the parent brand independent out, both have played their own piece of heaven and earth, there are also disappeared, and in the struggle of ... But regardless of the outcome after independence, we all have a question, why mobile phone brands love the separation?

Brand awareness is one of the factors that consumers consider when buying a mobile phone, and brand influence has always been a factor influencing the market structure of smartphones. After a succession of mobile phone brands to operate independently, people cannot help wondering:  Meizu and so on itself is a loud big brand, why also independent of a new mobile phone brand?

Glamour Blue: Solve brand Aging problem

These two years of domestic smart phone market competition constantly, under the impact of the new brand, tough vidzy old-timer Meizu, cool brand and other brands appear brand aging phenomenon. The so-called brand aging, refers to the brand in the market competition has appeared in the popularity and reputation of decline, sales shrinkage, market share decline and other phenomena.

Last year, 14 of Meizu's 12 games invited the star to sing, although the success of the media headlines, but sales are not satisfactory. According to the survey data, Meizu has sold only 22 million units in 2016 and failed to complete its annual target of 25 million units. This year, Meizu, the charm of Blue set up a division, which shows that Meizu is also aware of the aging status of the brand, and began to solve.

As we all know, big brands such as Meizu want to subvert the original market impression, to achieve breakthrough innovation is how difficult, so the brand aging problem is imminent, this time does not change is tantamount to sitting idly by, therefore, independent of the new brand and realize its independent operation becomes the best choice. On the one hand, Meizu is the most consumer potential brand. Meizu has many years of supply chain resources and design experience can be gifted blue, so that it has better design and quality, so that young people can accept the thousand price range to win the market and reputation. On the other side, Meizu want to contend with oppo, vivo, alone to change their own difficulty is much larger, and rely on the charm of the blue re-play gongs and drums another opening, re-shape the new charm of the Blue brand is much easier.

In this way, the charm of the resources still rely on Meizu, and the charm of the return of the blue can also be returned to Meizu, back to the mother. Of course, for Meizu, want to stand firm in the fierce market, must have long-term technology accumulation and enough brand premium ability. Blindly two brands for a long time immersed in the chaotic market, as well as their own breakout, perhaps also in the fierce competition in the market to re-open up a piece of the sky.

In general, the independence of the charm of Blue broke the old brand of imprisonment. But at the same time, the charm of blue also need a clear long-term strategy, and strive to improve the product, technology, services, marketing and other aspects of the comprehensive strength, so that the product more competitive, thus completely free from the shackles of the parent brand.

Glory: Make up for Internet mobile phone brand blank

Domestic mobile phone market in the past few years has undergone tremendous changes, the reason is that with the localization of the advantages of Meizu, millet and other emerging internet brand mobile phone rapid rise, disrupted the original mobile phone market pattern. With the advent of more and more Internet-branded handsets, competition in the mobile phone market is becoming increasingly fierce. The establishment of Internet mobile fan ecology has also become the key to the market share.

Ai machine is still in the era of more than 3000 yuan, the price of Internet mobile phone brand is only thousand yuan or even lower. Its high price-performance ratio attracts many working-class consumers. For  the core competitiveness of other Internet handsets is not scary, and the scary thing is that there are a large number of loyal fans behind it. Therefore, to successfully build a mobile phone brand,  must be dedicated to the operation of its fans, and the glorious independent operation is an important way to attract fans and build a fan ecosystem.

In the early days, mobile phone fan forum is relatively deserted, most of the content is around the product optimization of user feedback, fan interaction is less than satisfactory. In addition, the sale of  mobile phones is mainly online, while the glorious sale is only a channel of electronic commerce. After independent operation, the after-sales service system of online linkage is becoming more and more mature, and consumers can enjoy more and more services.

In addition, the early lacked the idea of internet thinking and no fans. Now most of the Internet access is young people, mobile phone consumer groups from Gen Y to familiar with the Internet. In order to attract a new generation of consumers, glory in mobile phone design, pricing, style sale, sales are to follow the concept of young people, in quality control and innovation in the pursuit of a great improvement.

All in all, the brand value-added, content monetization and product premiums are the mobile phone manufacturers are groping the way out, regardless of which road to choose, are inseparable from the user's support.

Mobile phone brand "separation" there is joy, there are worries

After the internet mobile phone hot, cool, and other mobile phone manufacturers have launched a new brand. Among them, some separated after more and more fire, and individual mobile phone brands gradually lonely after the separation. This shows that the mobile phone brand separation, there is joy there are worries.

First, brand word-of-mouth influence each other. The development of new brands will affect the reputation of the parent brand, and the prestige of the parent brand has not improved, and the new brand is hard to make noises. Take the big God cell phone, from the cool to be bought by Le Vision, then gradually in people's vision disappeared.

Second, for the traditional handset manufacturers, the sub-brand independent operation is a new challenge. The independence of the handset brand means abandoning the past brand to re-operate. The re-shaping of brand image requires a lot of resources, time and energy, so it is not easy for consumers to re-recognize these two brands. In addition, in the face of the current domestic mobile phone market "melee" industry pattern, the new brand in the short term must be in products, marketing, channels, supply chain and other aspects of a breakthrough, will not be easily eliminated.

Third, the original resources of mobile phone manufacturers in Split, the value may be weakened. Independent brands require independent teams and thinking to operate, resulting in the diversion of existing resources. The rapid growth of new brands consumes a lot of resources, slowing down the overall pace of operations, making technology updates slow and innovating less. In the case of limited resources, independent sub-brands may lead to the decentralization of resources, at this point, the separation of an independent brand is indeed detrimental to the overall development.

Overall, in the smart phone sea market, the traditional mobile phone brand will be eliminated, mobile phone brands want to increase sales, it is necessary to adjust the business strategy. and the establishment of a new mobile phone brand, the formation of mobile phone brand ecology, closer to the distance between fans, to improve sales, enhance the effect of brand effect, it is their choice of the mobile phone market.

Liu Yan, Zen Road ponder Internet, public number: liukuang110

 Glory, Meizu charm Blue, why mobile phone brands Love "separation"?