Can the cool "nuclear fission" trigger a chain reaction?

The 2015 smartphone market is doomed to be quiet, after Lenovo's High-profile acquisition of Moto, "China Cool Alliance" in the cool faction broke news-the company will change from one to three, executives to self-innovative mobile phone brands, the cool group of VSD team executive Zhangguanghiang in the micro-trust friend Circle show a photo with the air Ballet Girl Interactive Pictures, Picture background played a suspect is another new brand "Ivvi"! The news constantly came and all sorts of speculations were coming. A long time ago, the cool faction has already started to vibe Cool faction will be for the operator channel, open market channels and electric business channels to set up brands, the outbreak of the cool "nuclear fission" news, it is easy to think of the cool faction prepared before the channel layout, the so-called is the same, regardless of the new three brand is how the birth, But the transformation of the cool faction is clearly Jianzaixianshang and has to be sent.

What makes handset makers change?

The initiative is called Change, and passive response is often revolutionary. Cool split, in the final analysis, is to deal with the volatile market demand.

Let's take a look at what has changed in the 2014-year smartphone market fundamentals. The first is the upheaval in the channel, when Sasac asked the three operators to cut marketing money, and China Mobile responded to the interim results by announcing that the phone subsidy had been slashed from $34 billion last year to $21 billion. It is estimated that the three major operators in three years to cut the cost of more than 40 billion yuan marketing, terminal subsidies will be significantly reduced to close to 0. In this case, the operator channel shipments accounted for the bulk of the handset manufacturers, must seek a new channel breakthrough.

Then is the smartphone market internet trend, the internet thinking seems to become a "sword", the manufacturers are competing for fast. With the Electronic Business Channel smartphone shipments of the rising, even the traditional manufacturers, but also have to put down the shelf to face the facts, and then there are many manufacturers to open up for the electric power channel of the second brand story.

The change of cool faction is obviously the strategy of changing the market pattern. Operator channel, market channel can obtain higher profit margin, Internet electricity commodity card can win young people and Word-of-mouth market.

Independent Brand: Focus to achieve the ultimate

Through watching the past year, the major mobile phone brands of the Internet brand of operation, we can find some experience and summary, that is to operate the Internet mobile phone brand, not a brand, set up a team can do. In addition to the mobile phone's soft and hard strength to pass, but also need to do homework in the network marketing, Word-of-mouth communication and so on, but also need to play the pursuit of the ultimate Internet spirit.

If the launch of the Internet brand and the main brand severed, such as some brands of Internet brand products are almost the same team design, similar appearance, and even the mold can be universal, it will be difficult to play the internet spirit of the "Ultimate essence", change will not talk about. According to analysis, the cool faction of the "nuclear fission", the birth of the new brand will be fully independent operation, from the brand, products, operations and services are no intersection. This obviously gives the new company a lot of latitude. Independent operation can be more focused on the characteristics of Internet brands, for example, in the hardware to create a single model of mobile phones, design team no longer in the "Machine Sea" and "explosion" between the right and the outside, so that the smart phone to create, it is clear that more easily to achieve the ultimate, more topics, but also more suitable for the internet Word-of-mouth spread. In marketing is the same reason, based on social Network marketing is already can never get full marks of things, and even the major Internet brands of the short board more than this.

Brand style separate from invisible ecology can be shared

The changes in the market structure mentioned above are the result of the transformation of the consumer groups. After 2007-2009 years of embryonic stage and the 2010-2014 blowout development, smartphones are moving towards a new stage. In the last stage, most consumers are experiencing the transformation from the function machine to the intelligent machine, which is a process from scratch, so we can see the "machine-sea tactics", "operator Channel subsidy" and "low price dumping" and other phenomena. In the second half of 2014, we can see some new trends-the middle and low-end consumers from "from scratch" to "from" to "from" to the "from", and high-end consumers from "screen, configuration" to "design, personality, eco-chain" oriented.

Cool faction This split, in the final analysis or actively adapt to the embodiment of consumer change. A more segmented and relatively independent brand positioning can be more accurate for the audience to launch the ultimate products, more in-depth service to its fans and user groups. It's a bit similar to Toyota and Lexus, which comes from unified in blood, in brand positioning and audiences. In fact, once the brand positioning is formed, it will give users a deep-rooted impression, Toyota in North America after the all-powerful, users will still rely on inertia to classify Toyota into the economic benefits of the car brand, and Toyota's desire to move to the high-end is the opposite. But after the birth of the new Lexus brand, is the main high-end, so the owner in the choice will be for this high-end brand and culture to pay a corresponding premium. At the same time, both the Toyota brand and the Lexus brand can enjoy the Toyota group's supply chain and eco-chain, fully sharing resources in the invisible ecology that consumers cannot see. As a result, Toyota's independence of the Lexus brand has played a 1+1>2 role, which clearly provides a precedent and model for other manufacturers to conduct multi-brand operations.

New competition form after brand refinement

Time to 2015, the user's consumption concept will be more from the allocation, than the price, over to the design, than the feel, than the ecology. At that time, a single channel and the form of publicity clearly can not meet the needs of users. Internet brand Light in the social network "say learn to sing" obviously not, because in the design, feel, personalized and so on, or to touch the real, seeing for real. Traditional channels do not make full use of social networks to spread, more than the mute to eat coptis. Therefore, to open the new online transmission + offline experience, service O2O mode, will be the 2015 smartphone manufacturers new challenges. Cool to use the brand split, the focus of adjustment to independent channels and online brands, obviously conducive to cater to this O2O trend, to create a new spread + service pattern. Cool pie is divided into three, obviously wants to obtain the 1+1+1>3 effect in the chain reaction, but how three new brand between the product localization and the brand tone distinction, three new brand each target consumer group is who, this all needs to wait until the cool new brand official release, can give the answer.