Cool pie: Split brand better product quality

After the operator subsidy has been slashed, the cool faction that relies on the channel of the operator to seek the change in the channel, the brand is dismantled three, it is the symbol of the cool channel change. Recently, the cool faction launched a social channel for the mobile phone brand "Ivvi", which marks the cool brand split has been drawn to the end.

The intent of the cool split brand is obvious, with different brands, to occupy different markets. Among them, the big God is the electricity commodity card, IVVI is the brand which faces the social channel, but the cool faction still is the operator custom market. It is undeniable that the cool faction brand after three, the market positioning more clearly. In this respect, many people in the industry have expressed concern: there is no perfect product quality, only by brand splitting is difficult to change cool performance decline.

In May this year, the cool faction has trumpeted the first domestic handset share. In fact, this is a cool marketing on a word game, the truth is cool pie 4G phone share first, total market share is rather awkward. Smartphone Industry Report data show that in the 2nd quarter of 2014, Samsung 15.4%, Millet 13.5%, Lenovo 10.8%, cool send 10.7% and Huawei 8.3% occupy China's smartphone market share of the top five.

With Lenovo's acquisition of Motorola deals, cool is far more distant from Lenovo. At the same time, Huawei Mate 7 Hot sale, the Glory series in the double 11 promotional performance is also very eye-catching, cool faction at any time to face the possibility of Huawei to overtake. Also can not be overlooked is that the carrier subsidy policy implementation of the negative impact will be reflected in the third quarter, whether the cool faction to maintain the position of the top five of the market is still an unknown.

Obviously, the cool faction wants to use the brand split to occupy the market. Previously, the great God as the Internet mobile phone brand, has been with the millet and glory of the competition, the social channel for mobile phone brand Ivvi also released the first product. At this point, after the split three brands have been expanding the market.

From the Ivvi brand mobile phone K1 Look, this is a lack of core competitiveness of the product. It is reported that Ivvi brand K1 mobile phone equipped with 骁丽 89,164 nuclear 1.2GHz processor, Ram 1GB, storage space 8GB, support mobile Unicom dual 4G mode. Such a configuration of the mobile phone, priced at 1799 yuan, and the charm of the family MX4 price consistent. In the configuration, the Ivvi brand K1 seriously behind the Charm clan MX4.

Awkward configuration, high price, Ivvi brand how to compete with rivals? In K1 mobile phone conference, Ivvi announced that next year is expected to reach 4 million sales target. Objectively speaking, under such a price, Ivvi's goal is very difficult to achieve.

4 million of the annual sales target is difficult to achieve, one is because the price is too high, a more important reason is that after the brand split, cool faction did not pay attention to product quality problems. All along, poor product quality is a cool school for many years of scale disease. In January this year Zhengzhou Industrial and Commercial Bureau of sampling, the extraction of 10 batches of mobile products, qualified 2 batches, unqualified 8 batches, cool in the quality of unqualified.

On a number of quality complaints sites, we can also see a lot of cool phone quality complaints. If the quality problem does not resolve, split after the cool three brand positioning is no longer clear, because consumers will not buy poor quality products. In the great god of the Internet electric Business brand, the quality of product complaints is not uncommon. It is not difficult to see, cool faction for the long-term existence of quality problems have not been highly valued.

Product quality is the lifeblood of enterprise survival, Haier Zhang anger hit the fridge, enough to explain the importance of product quality to the development of enterprises. Anti-view cool faction, blindly use marketing hype market share first, ignoring product quality problems, over time, cool faction is difficult to survive in the market.

According to media reports, the next few years, cool mobile technology companies will continue to invest nearly tens of billions of dollars to build Ivvi brand. and cool send mobile technology company, it is the company that Ivvi brand registers set up. Nearly tens of billions of dollars to create a brand, why not improve the quality of products more investment?

After splitting the brand positioning more clearly, which allows the product to more accurately lock the market, cool pie This strategy is not inappropriate. Need to face up to the point is that the cool to ignore product quality practices, doomed to brand split strategy effect greatly discounted, because product quality is an enterprise based on development.