In the second half of the year, Huawei will cut more than 80% of domestic models and discard "machine-sea tactics"

Huawei will cut down more than 80% models in the second half of the year

Chinese mobile phones do not play "machine and sea tactics" anymore

Samsung's Nanjing youth camp opened

Reporter Fu zhouyan

The Chinese camp is about to go viral.

"In the past, our minds were all operators. Now I can say that I am not going to play with super-low-end custom machines ." A few days ago, Yu Chengdong, CEO of Huawei consumer business group, said: in the second half of this year, Huawei will cut down more than 80% models, and the total number of models will not exceed 10.

In fact, mobile phone manufacturers, including ZTE and coolpad, have a clear picture of their future route plans-to abandon the previous "machine-sea tactics" and change to a high-quality line.

No more than 10 models in the second half of the year

The current mobile phone price keeps refreshing the bottom line. However, in the competition market, domestic mobile phone manufacturers with rising shares began to "Open the knife" with low-end models ".

"Over the past few years, we have launched a wide range of low-end mobile phone products to meet the needs of carriers ." Yu Chengdong did not shy away from saying that he was about to cut down more than 80% models in the second half of the year. He said that Huawei relied on operators to sell mobile phones, which led to a lack of distribution channels.

According to reports, in 2011, 65% of Huawei's mobile phones were sold by carriers, and the remaining 35% were sold by retailers. "Carriers want to expand their user base and usually require Huawei to produce low-end mobile products." Therefore, Huawei has launched such a device every three months.

Huawei's specific plan is: in the second half of the year, more than 80% models will be cut off, and the total number of models will not exceed 10.

Medium-and high-end services must increase from 18% to 35%

"This year, ZTE reduced its products and focused on excellent products. For example, we released two bright spot models, Tianji grand II and Star 1 in the first half of the year, they all show our expertise in different areas of software and hardware." Yesterday, the relevant directors of ZTE [-1.77% capital research daily] also told reporters that they will gradually increase the proportion of mid-and high-end products ($-) according to the steps, from 2013 in 18% to 2016 in 35%.

Coolpad said that its product lines have been divided in detail, and the proportion of low-end high-end models will be adjusted according to market conditions. "In the future, products will be launched on the main line of Grand View, great god, K, and S. Among them, daguan is a high-end flagship product focusing on the market of more than 4000 yuan; S series is the main product of mid-range models and will attract young users with fashionable appearance and high-performance configurations; k series focuses on the qianyuan machine market and cost-effective entry-level smartphone products, while great God series focuses on e-commerce channels. Two or more products are expected to be available in each series each year ."

"From the current performance, Huawei, Oppo, and BBG [-0.68% capital research reports] have gradually abandoned the operation of low-end servers ." Guo Fei, head of Nanjing Suning communication's purchase and marketing department, told reporters that this year's domestic camp has repeatedly increased its proportion in mid-and high-end models. "In the first half of last year, Samsung and Apple accounted for nearly 70% of the shares of high-end mobile phones, but they have now fallen to around 50% ."

Increasing e-commerce channels

Reporters learned that in addition to changes in the product structure, the future release channels of mobile phone manufacturers in China will gradually become clear.

Huawei revealed that in July, the share of Huawei mobile devices sold through e-commerce channels had risen to 50%, which is equivalent to that of carriers and traditional distribution channels.

Cool-school people told reporters that cool-school independent e-commerce brand gods were officially released in January this year and successively launched such products as cool-school gods, great god F1, great God 1 s, and great god note, the total number of appointments exceeds 20 million. "Currently, the proportion of cool in operators, public channels, and e-commerce is allocated at. In the future, the proportion of E-commerce channels will gradually increase ."
ZTE said that in the first half of the year, ZTE mobile phones mainly focus on e-commerce channels and will launch offline mobile phone products for the carrier market in the second half of the year.