Only "fine operation" can save Chinese mobile phone?

Smart phone market down-hearted, but the data in this market is still the most dazzling data, especially shipments, profit margins and other tough, but also affect the entire industry nerves. Not long ago, strategy analytic, a foreign authoritative investigative body, recently showed that the total profit of global smartphones was estimated at $53.7 billion in 2016, with Apple taking $44.9 billion, accounting for 79.2%, and Samsung's profit of $8.3 billion, or 14.6%, This means that other brands of mobile phone profit margins are still poor, frankly, this situation in the previous years basically normal, after all, the Chinese brand of mobile phones have not sold much, but this time, the domestic mobile phone in the shipment has achieved rapid growth, Huawei and Oppo have achieved annual sales of billions of ambitious targets, In particular, Huawei even in the high-end market has a foothold in the continued Apple, Samsung, after the third world-recognized high-end mobile phone, embarrassed that Huawei's mobile profits are only one-fiftieth of the Apple, about $900 million, this is the industry's mystery of the embarrassment.

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Embarrassment to embarrassment, this is only the only way for China's mobile phone, our mobile phone has a genetic defect, it is doomed to its unusual fate, the choice between shipments and profitability, related to the survival of a large number of brands, need to be treated cautiously. Generally speaking, the direct purpose of starting a business is to profit, profit margin has always been the most important goal of business, but to achieve these goals and often have to go some roundabout way, in fact, Huawei, OPPO, Vivo are in a roundabout, they want to live, can only prioritize shipments, wait until the completion of market cultivation, Consumers can not be separated from the vivo 20 million light selfie, and then to talk about profit is not too late, but it is necessary to remind that the increase does not increase the price is not a short-term unavoidable embarrassment, but Apple, Samsung still have a lot of business philosophy is worth domestic mobile learning to alleviate embarrassment, such as fine operation.

Where does the big bundle of banknotes go without the increase?

Relevant data show that the overall global smartphone shipments last year for 1.5 billion, of which the Chinese mobile phone contributed 465 million, domestic mobile phone 6% of the increase is also far higher than the global overall increase of 2.35%, and Huawei, oppo shipments both over billion of the results also let a person before the bright, by contrast, Apple's shipments have fallen sharply, especially in China, where shipments have dropped from 58.4 million to 44.9 million, and Samsung's situation is even worse, with the ability to quickly determine that their shipments are falling, just by thinking about the battery's spontaneous combustion or the boss's imprisonment. Single-story shipments, domestic mobile phone profit margin should be rising, but the enterprise operation is a too complex thing, profit is definitely a large number of factors role of comprehensive indicators.

    first of all, China's mobile phone brands are in a fast-growing phase, including mobile phone performance improvement, brand recognition and increase in the volume of shipments, These are all very money-burning processes. With Huawei, they are determined to get rid of the low-end mobile phone image, almost at all costs of independent research and development, and achieved good results, this is also the idea that Ren has been asked: do research and development, 50 years will certainly make some achievements, so, Yu Chengdong spent a total of $8.4 billion on research and development costs in 2016, And the deep-pocketed Apple research and development investment is only $7.45 billion, this figure reflects Huawei's determination, but also affect the growth of its profits, but I firmly believe that the money spent value; second, the Chinese brand of mobile phone has always been not stingy in the marketing of investment, the earlier ZTE mobile phone landing in the United States, signed the NBA star, the cost of WC on the package of some excellent location of the booth, in their new mobile phone poured a pot of boiling water, to prove that their mobile phone waterproof and heat-resistant, at the same time, they actively invited star endorsement, Big hand sign Messi, Scarlett and other international superstar, for its brand, whether it is Tang marketing, Or to invite superstar endorsement of the marketing are doomed to pay a great price for Huawei, and finally, the most easily overlooked by the outside world is the cost of capacity expansion generated by the consumption, to know that mobile phone manufacturing is the absolute meaning of the real industry, they are not app code or computer files can be copied instantaneously, They need the assembly line workers to work day and night to produce. The rapid growth of Huawei and oppo shipments means that their production base needs a large expansion, while China's commercial land has never been cheap, and after taking care of the hardware of the site, plant and equipment, they also have to face the workers ' skills training, yield, quality, efficiency and other soft indexes, Know that a skilled production team can create unimaginable waste of production. To give a simple example, the mobile phone manufacturing process will have bad products, and return to the union caused more than twice times the cost of investment, and the most prone to undesirable products, it is just the formation of the manufacturing team how to hit the production of the time.

In contrast, Apple, Samsung is much more mature, their team has been honed for ten years, research and development, production costs can follow the original foundation, in fact, two are in the high-speed growth of the brand with two 10 years of mature brands, in terms of profitability is not comparable, after all, they are sowing, One is cutting leek.

Refinement of operations, routines geometry?

Obviously, in the big logic, the growth period of the brand's profit margin has a natural disadvantage, they have no way compared with the mature brand, but this does not mean that they do not have the space to improve, at least, they can compare with themselves, in fact, Apple now profit, the list of mountains small, but Cook still did not give up compared with himself, He is constantly demanding that employees and suppliers perform fine-grained operations, and the word pinching irritate D is specifically tailored to cook.

Of course, the refinement of operations far more than that, Apple is not only in these two areas, they rely on jobs charm, cultivate the establishment of the fruit powder culture, forever to the media, so that they do not have to worry about product recognition, Apple does not spend money to advertise, some people will free advertising for them, but also to make money, This is the most unusual and great place for the amid lord. Domestic mobile phone to achieve this realm, not too easy, but always in the hard-wide investment to achieve fine management, after all, with the 2 billion dollars for Macy's endorsement, rather than to ordinary consumers to a "buy mobile phone, gift subsidy" activities, as the drop of the year, express taxi and so on. In addition, Apple in the "fine operation" on the road just as the spring breeze, Cook even recruited a large wave of minions, perennial stationed in the supplier workshop, the cumulative search for their price space, which is why Cook always be able to ask suppliers to reduce prices.

As mentioned above, profit is really a complex indicator, China's mobile phone momentum is good, but still need to endure, adhere to, focus on research and development, marketing, production of every link, do fine refinement operations, only so, can survive. (new discoveries of science and Technology, Constantine/Wen)

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Only "fine operation" can save Chinese mobile phone?