Logo era, the cottage opportunity to a reformed?

Probably in the 2008, China set off a "cottage phone" craze, in this crazy and brutal era, the whole product from the project to trial production, and then to the volume of production goods, the time required often less than two weeks, assembly line is also short to die, also about 10 meters away, as for, the test is more rough, Some mobile phones even directly download software shipments ... But due to bypass the detailed functional testing and routine testing projects, the cottage in the cost of occupying an overwhelming advantage, a color screen mobile phone only sell 200 yuan, really let the domestic consumers heartbeat. Just two years, not only spawned a large number of millionaires, but also held a dazzling variety of brands, such as MOTORCLA, Nokiai and Phoenix legend, more people are scary, from the cottage phone derived from the cottage culture swept across China, almost all to "righting".

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Now look back to that era, there is a very important historical contingency, 07-09 years is in the European and American Giants Research and development of the gap period and the promotion of new technology, it is in this giant time to take care of, the cottage function machine only one night burst red, but later things, we all know, The iphone-led Intelligence corps swept everything, including the motorcycle, BlackBerry and Nokia, and other regular manufacturers are overwhelmed, the cottage was killed also just by the way, and, in addition, the relevant departments to combat copyright piracy intensified, an industry almost extinct. In fact, the author has a long time not in the portal to see the related news of the cottage, until Xiaomi launched 399 yuan of smartphones, only to remind you again: The cottage machine, may not have died?

There is a reason why the cottage is not dead?

Now think about the cottage machine rage, although due to quality, service, copyright problems suffered a catastrophe, but there must be some residual strength honour shame, after all, the existence is reasonable, not to mention that the industry can still meet the needs of some special groups.

Cottage machine did not have the edge of the past, but still active in the spotlight lights do not shine in the corner, their advantage is still the price of the cock silk and local tyrants appearance, the main audience is a combination of urban and rural personnel, as well as the need to install B and reluctant to * * * group. In fact, in some remote markets, consumers just know the concept of the smart machine, plus, the international giant's advertising has not been brushed there, they usually think "Apple is a kind of fruit", or "Samsung is a bicycle", in this environment, the beautiful appearance is the group's first choice, not to mention, Generally low consumption capacity, so that users there are more sensitive to the price, and this is the first meaning of the cottage manufacturers exist! In addition, the essence of the cottage is imitation, that is to say, can synchronize any high-end machine species. In fact, as early as September 10 cottage manufacturers and Apple launched the IPhone6, the price of 999 yuan, of course, this is only a high imitation of mobile phones, can be seen far from the obscene play, suitable for making TV dramas, as well as to give just met netizens.

Why do brand makers squeeze cottage manufacturers?

Cottage machine This thought can Pianan corner, but because of the fierce competition of smart phone, leading to the channel sinking, it is based on this, millet, cool, Huawei, ZTE and other gravitated brand began to seize the low-end market, and pricing than the cottage more modest, this will give the cottage industry two kinds of situation: either busy transformation, or busy to die, and , they also face chips, monitors, patents, copyrights and other issues.

From the sales situation in the past few years, 70% of the domestic consumer purchase of the first choice is 1500 yuan under the model, which is unrelated to the brand, but simply the price of temptation. Due to the growing saturation of mature markets, forcing brands to constantly sink the price range and sales channels, some five or six-line cities and even remote rural areas are becoming the focus of each brand, their one coax into, and even not aware of the existence of the cottage manufacturers, these theoretical opponents basically rout. Xiaomi launched 399 Yuan mobile phone, not only in the price has advantages, but also to provide relevant differentiated services, more crucially, compared to the cottage machine, millet more differentiated user experience, perfect after-sales service and quality system; In addition, cool to rich low-end product line also in the mainstream products, the introduction of ultra-low-cost mobile phones, These will be deadly damage to the Shanzhai, we will not have to worry about the day when Samsung cornered, will also sink to this zone ... In the face of these potential opponents, the cottage does not seem to have any ability to fight back, in fact, by the fast money, hot money to build up the cottage world, like the sand dunes on the beach, a wave to the flat off.

In addition, the future of the cottage will face the chip supply and patent problems, it is well known that high-pass monopoly fines has been a certainty, before, the use of the famous "anti-authorization" agreement (Qualcomm can free use of the full patent of the supply of customers agreement), Shanzhai can always walk on the edge of the law, but once Qualcomm recognized, This agreement is bound to be canceled, with a series of rectification movements, the gray area of the cottage will inevitably encounter sweeping. And as the brand to the low end of the expansion, not only directly affect the end market, but the entire supply chain of major adjustments, some low-end mobile phone key components manufacturers of the shipping options will certainly be more inclined to brand, such as Qualcomm, Intel and MediaTek and other chip vendors will be re-consider their supply customers, after all, with Xiaomi, Huawei's cooperation is more practical and cleaner.

Logo era, how to make a fake machine?

Do not know from when to start, China entered a logo era, our daily necessities are affixed to a large and small logo, this cultural atmosphere, domestic consumers have become willing to pay more money for the logo, for example, a lot of domestic iphone users spend 5288 yuan to buy local tyrants gold, But it will only be used to make phone calls and tweets, and some of the new technologies that Apple engineers have been working on have not even been activated, but these people don't feel lost because they bought an apple logo, which is why the most popular cellphone case in China is the kind that can expose the Apple logo.

It can be said that the Chinese love logo culture, the achievements of the Shanzhai, they can provide any brand of high imitation works, but also doomed to the final tragedy of the cottage machine, after all, false is always false

Cottage phone brand, more precisely, should be the low-end brand of mobile phones, is the trend. The author thinks, along with the brand quotient Army foe the low-end market, the cottage manufacturer most likely destiny, is not the cock silk the counter attack, also is not ashes, but is the brand business pacified, with own unique superiority, common and accepts own brand to develop the low-end market:

In fact, single technically speaking, cottage manufacturers are not no bright spots, and even to launch their own brand, but they are generally not in the early consciousness, moreover, brand awareness is a long-term precipitation, accumulation of things, it is clear that the life has been copied by the Shanzhai, the brand to achieve the hope of the reverse attack is very slim. But these manufacturers have very innovative marketing ideas and cost control methods, as well as upstream and downstream resources integration capacity, if accepted pacified, in the regular mobile phone manufacturing environment may shine, after all, the brand to seize the low-end market is the most scarce ability is cost control ability, Even international giants face the rising cost of the problem. Apple, for example, owes a debt to the iphone before it sells, and the first thing that cooks do as CEO is to rearrange logistics, move US factories to Asia, and close suppliers such as chips and displays to improve shipping efficiency and reduce logistics costs and quality risk. True, cottage manufacturers to reduce the cost of the most common idea is to sacrifice quality, but in the overall cost-saving framework, there are some ideas worth promoting, such as lean production concepts, such as inventory, staff waiting, handling and other actions waste streamlining, these details of the movements are often big enterprises, brands are the most missing things.

Pacified's claim may have been a bit brutal for a cottage manufacturer who has been trying to reverse the attack, but it is the best way to make a better one.   Moreover, with the formal brand, learning advanced technology, process, brand culture, the construction of ideas, for any mobile phone practitioners should be a good thing, not to mention, they still have to face "how to marry out" embarrassment. (New discoveries of science and Technology, Constantine/Wen)

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Logo era, the cottage opportunity to a reformed?