The press conference, which reflects the two strange phases of a smartphone

　　

I do not know from when, the Conference has become the mobile phone manufacturers to make eye-catching marketing means, this October has become a mobile phone conference in the hardest hit. And in a show behind, but is to change the shell of micro-innovation and short to 5 months of iteration speed, for the conference of the crowd, Liu Yan not too much excitement, but that the smartphone manufacturers are caught in two strange phase.

　　Do you want a gimmick or an experience?

Perhaps some people think this topic is some cliché, indeed, since the beginning of the concept of Internet mobile phone, there are many people questioned the boos more than the user experience, can be three or four years later, the Internet mobile phone brand has been dazzling, the product user experience is still lost to Samsung and other Android manufacturers.

IDC reported that China's smartphone shipments are expected to grow 1.2% this year, far less than 19.7% in 2014. Domestic mobile phone market is gradually saturated, the rise of the mobile phone "giants" are more and more, when the demand and supply is not proportional to the time, left to the manufacturers to choose or two roads, either by booing and marketing to impose the brand to the user, or go slow hot route, through the product experience to truly retain users. According to Liu Yan observation, the same as the giant Samsung but the mind spent on the product, has listed the Galaxy Note5 a series of fine products. and marketing to win the manufacturers to form a stark contrast.

From a lot of press conferences and follow-up reports, there are currently many internet mobile phone brands of propaganda focus on the following three points. One, the hardware configuration is still the focus of propaganda, from the processor core number, brand to memory size to screen resolution, battery capacity and so on, a few years ago, mobile phone manufacturers are proud of the marketing skills to give people a lasting feeling. Second, with the design and work Bo highlights. Believe that many people are already familiar with a brand of products through the number of CNC processing, as well as material selection, in fact, a lot of bright spot is just ordinary processing means. Third, the price is always the climax of the conference. A lot of friends of the media circle on a conference is the only curiosity is the specific price, the same is not important for users of technology and configuration of the actual situation is not significant, high prices can call themselves national brands to layout high-end market, low prices and self-proclaimed as pro-people. A true user experience absolutely not be so.

Perhaps out of personal preference, Liu Yan has always favored Apple and Samsung's products, not xenophilia on the brand, but on the product's heartfelt love. Take Samsung Note 5 as an example, the visual appearance of the "rapid development" and the ergonomic back surface design is a demonstration of Samsung's insistence on innovation, specifically equipped with the Spen stylus, to a great extent to improve the user experience, especially in the office can be more powerful. In addition, the anti-screen fast write, scrolling screenshots, heart rate induction and in the photo freeze prevention and control technology optimization, let people appreciate the experience of the product, rather than the mobile phone configuration. And in the workmanship, has a very good sense of grip and visual experience. In addition, the highly acclaimed camera also points to the pain point of the user.

In fact, Apple and Samsung in the marketing effort does not lose in the domestic Internet mobile phone brand, it is desirable to find a balance between the product and marketing, has never given a sense of greater than the essence of a propaganda, Liu Yan that this is the domestic handset manufacturers worth learning place.

　　Why ecology is above the product

Domestic Internet enterprises are like to tell stories, it is proved that this is also an effective way to meet investors, mobile phone manufacturers naturally refused to mundane, so many mobile phone brands are beginning to talk about ecology; but is this really a way out?

Liu Yan very much agree with the concept of ecology, but there are many worthy of the promotion of ecological layout, such as millet, Meizu and other manufacturers proud of the intelligent hardware ecology, the mobile phone is defined as an intelligent hardware ecosystem and even the center of the entire Internet of things, so as to provide users with better experience. Another example, such as Le Vision, PPTV and other companies involved in the content of the ecological, mobile phone manufacturers, network video service providers, and so provide more opportunities for monetization. But the drawback is that the ecological supremacy over the product of the case is not uncommon. To cite a few examples, before the Meizu with open means to recruit a lot of intelligent hardware manufacturers, many cooperation but not the end, Meizu again back to sell the old road of products, and the reason is to a large extent the user on the cooperation of the manufacturer's products do not buy, in product quality still cannot withstand scrutiny. PPTV raised the banner of ecology, its mobile phone, television and other sales are not ideal, hardware has become a symbolic product.

On the other hand, the first-line mobile giants are also doing ecological, one of the eternal truth is that the entire product chain compared to a string of beads words, the product is delicate and smooth beads, the ecology is like is not the attention of the jade lines. The ecological layout of Apple is believed to be familiar to many people, and the ecological layout of Samsung is fresh to be talked about. Samsung's ecology is not a line, but a lot of bars. Here to share with you two points: one is the intelligent ecological layout, smart TV, smart watches, smart tablets and refrigerators, washing machines, intelligent vacuum cleaners and other household appliances, Samsung's intelligent ecology has been quietly laid out. Samsung has already opened its own SDK in the Tizen system, it is easy to attract more intelligent hardware entrepreneurs, from now on, Samsung is still on the product of strict control, not scientific research propaganda ecological layout. Another is the payment ecosystem, from the Samsung Galaxy Note5 to the recently released gear S2 smart watch, the Korean and US editions have added Samsung Pay, and perhaps Apple, Google Showdown on mobile payments is the key to the Samsung layout payment ecosystem.

It can be seen that the very obvious difference is that the former with the ecological number, mainly to play the concept of brand, the latter product-based, ecological products make way. For many users, it is hard to call a loyal fan of a brand, the ecological appeal to them is very little, or to impress the user on the product.

　　Domestic smart phones should return to the straight path

Not long ago, TrendForce published the third quarter of 2015, the world's major smartphone share rankings, Samsung ranked first in 24.6%, Apple ranked second in 13.2 market share, Huawei, Xiaomi and Lenovo respectively 8.4%, 5.7%, 5.7% of the results into the top five. From the data point of view, domestic manufacturers and Samsung, Apple, the gap is shrinking, in technology accumulation and high-end market performance is still not optimistic.

Many people have recently called on domestic handset makers to learn Samsung rather than just follow Apple, Liu Yan thinks it's a good thing, but it should solve the following problems anyway.

The first is to return to the right direction of brand marketing. The conference is just a means, not a major tool, on the Internet large-scale advertising coverage is only to spread the brand rather than build a brand. Perhaps a lot of manufacturers should think, not to the user to instill what kind of image, but should build what brand value.

Secondly, how to get out of the homogeneous circle. The design is still easy to imitate, the real difference should be reflected in the technology, rather than the appearance of the effort. Like, from the Samsung Note Edge to the surface application on Note 5, a technology gap has formed, forming its own unique product image.

Finally, we need hardware innovation. In 2015, many of its flagship products were powered by Samsung's AMOLED screens, including Apple, which also had to use Samsung's processor and memory technology. Huawei has started to explore technologies such as processors, but most manufacturers are still looking at products. specifically to the product, Samsung Note 5 has made a series of innovations in hardware and software, such as 2K display on hardware, wireless charging and Spen. In contrast, there is a need for innovation in basic technology at home.

Before a lot of media reports, Sony, LG, HTC and so on are operating at a loss, many mobile phone manufacturers profit can not bear to look directly. This may be the reason why mobile phone manufacturers are generally re-marketing light research and development, I hope this bubble will be less and less.

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

The press conference, which reflects the two strange phases of a smartphone