than the price? than marketing? Smart phones entering the third phase of the competition

June 14 Afternoon, there are netizens burst material "in Nanjing Suning store line to buy the United States figure phone, unexpectedly encountered sunshine combination."

In line to sell mobile phones are no longer attention, hunger marketing has long been unable to become the best means of mobile phone brush-up, so a seemingly hype what the marketing explained?

In the post-price era of mobile phone marketing to compete? Wrong, this is actually the third stage of the mobile phone war-the beginning of the era of competition.

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Wen/Zhang Shule

Domestic mobile phones appear inflection point, ultra-run + low price not enough to see the

According to data reports published by IDC, the Internet Data Center, the number of smartphones shipped in 2015 was 1.4329 billion, a 10.1% increase from 1.3017 billion in 2014.

It is clear that the pace of growth has slowed. But at the same time, domestic mobile phones also began to appear new changes in the 2015 global smartphone shipments rankings, in addition to the first two Samsung and Apple, the third has become Huawei, and shipments reached 100 million, became the following Samsung, Apple, Nokia, the fourth in the history of a year to achieve 1 shipments Hundreds of mobile phone manufacturers.

In the past, the ultimate single-product run of the King Millet, then ranked in the fourth place Lenovo, became the old five. In the first quarter of 2016, the list changed again, OPPO, Vivo became the fourth to fifth place, while Xiaomi continued to fall.

What does that mean? The past to super-run points + ultra-low price and create a miracle of smart phone price war, completely down the curtain.

In fact, with the end of the past, there are millet from the former, by the Chinese cool joint starring in the marketing drama.

Marketing is a show? It's actually the third stage of the pilot

In the war on smartphones, Xiaomi was once the king of marketing, relying on a strong price-performance to raise the Hunger Marketing banner, after the "sense of participation" has been successfully brushed millet, and then gradually forgotten.

After all, by the hype out of the topic point, always meteor generally.

In the smartphone marketing, actually also divides into two stages, the first stage is occasion marketing. A more typical example is when Apple became famous, a large number of domestic mobile phone brands followed, and then as for all kinds of pro and plus flying, but basically has attracted not to onlookers crowd, also gradually announced this marketing and marketing of the stage ended.

The second stage is to promote marketing with selling points. With the increasing competition of smartphones, in the past, Apple, Samsung as the main imitation of the general-purpose smartphone market gradually entered the Red Sea state, some domestic handset manufacturers began to enter the stage of differentiation competition, and thus caused its marketing began to focus on selling points to speak, such as Oppo played the selling point is to charge five minutes to talk two hours, Vivo was able to climb the top five rankings of global shipments in the first quarter of this year, in a sense thanks to Vivo's main hi-fi sound.

Such a functional evolution and selling point of the Battle of marketing, in fact, has become a mobile phone into the internal strength of the third stage of the pilot. After all, the pure subversive innovation is not often, every innovation of the big change, is in the former accumulation, from quantitative to qualitative process.

Just need to compete, how many more markets can be tapped?

In the previous phase, the big battery, speed charge was once the smart phone needs, but this just need to be a larger capacity of the battery, a smaller power consumption of the app and a variety of mobile supplies to break the Admiralty Hood.

In the current stage, just need to compete, compared with the past may not be practical functional selling points, more into the vertical and finely differentiated market. Combined with self-portrait features for the beauty of the mobile phone hot selling, it is not difficult to see the United States, beauty, beauty shoot, now indeed has become a young generation of the inevitable demand, such as live platform, if the host no beauty camera, platform without beauty function, or even to be trapped in the lack of content. No beauty on social platforms, but also become a lot of self-portraits of the Friends of the Circle "unspoken rules."

Obviously, the self-portrait of this mobile internet era, the standard of the crowd, and recently, the company released the fourth generation of photo-mobile phone M6 and the United States map v4s, continue along the "for selfies" feature, and toward the "selfie" direction further. Face recognition, noise reduction, personalized beauty and other rely on the combination of hardware and software to form the exclusive black technology, very clear formation and the current only in the price and running sub-competition, the face blurred, and ultimately a variety of hardware combinations of smartphones formed a functional difference.

This is actually a segment of the market play, for some users of the extreme just need to enlarge, relying on their own brand strength to form a word of mouth, eventually become a small audience, but the number of millions of people to calculate the standard choice.

The small, beautiful function machine is clearly more likely to win the bond in today's market than just a universal smart machine with a beauty app installed. "We are delighted to see this phenomenon. We used to do self-timer phones are considered non-mainstream, and now this market is slowly bigger and hotter. "The company CTO Zhang Wei's remarks in fact also illustrates the future trend of the market."

Of course, this just need of the Admiralty Hood, is the strong mix of software hardware and the formation of the characteristics of the obvious features, this is the only one can and other manufacturers of smart phones out of the experience window of differentiation.

Can you just need to present more? Perhaps for the office of a family, mobile phone OA application can solve many problems, but more office needs can be centralized, through the hardware and more secure connection? For gamers, jump out of the present to eat the configuration is not deep hand tour, can have like the PSP General strong Palm model phone? In spite of the last time Nokia's gaming cell phone n-gage The final fiasco, it could not be revived again ...

Obviously, under the call of the need, a variety of users will be for their main purpose, in the smart phone to choose other features universal, personalized features of a feature-based intelligent machine, and this can be imagined space will be the brain hole big open level, while in the future will be a mobile phone just need to dig on the super Big Adventure, The test will be the guts of entrepreneurs and their real insight into the market.

The phone is already one step ahead, who will be the next mobile phone representative?

Zhang Shule: zsl13973399819 book has "cross-border-the Internet era must first understand the big defeat"

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than the price? than marketing? Smart phones entering the third phase of the competition