Corporate celebrities to do mobile phone gimmicks, "OEM" basic after-sales difficult to protect

Industry exposure stars do mobile phone most "OEM" basic after-sales difficult to protect

Xinhua Beijing, March 31 (it channel TAO) brand a wide range of China's mobile phone market is still not a lack of eager people. Recently, many companies announced Cross-border access to the Chinese mobile phone market, these mobile phone groups, both the traditional home appliances giants, but also the internet company big crocodile, menacing. However, experts pointed out that the current pattern of China's mobile phone market is increasingly stable, "China cool" and other traditional mobile phone manufacturers more powerful, the Matthew effect highlighted, coupled with the Apple Samsung Millet and other brands of strong encirclement and suppression, the new entry is difficult to get to the point.

In the mobile phone market, there is also a phenomenon worthy of concern, that is, many stars to join the fun, have cross-border mobile phones, are trying to get a piece. In this respect, some experts said that the stars do most of the "OEM" mobile phones, it is likely even the basic after-sale is difficult to protect.

Corporate celebrities get together to do mobile phone stunts

Recently, China's mobile phone market has been constantly rippling, many companies and social celebrities have announced their involvement in the field of mobile phones. Among them are the traditional home appliances enterprises, there are internet companies, there are some industry celebrities and stars. Some of them have just done the propaganda first, and some have already entered "live ammunition", such as, Gree chairman Mingzhu in a recent speech meeting directly with "Gree mobile phone" appeared.

It is reported that these enterprises across the border industry to do mobile phone publicity is very eye-catching, music as the "ecological" construction of the banner of Mingzhu, said Gree to do consumer three years do not change the mobile phone; Crazy English Li Yang said that his crazy phone to do only three times a year of electricity ...

Though it's all about the phone market, but these enterprises do not have the same purpose of mobile phones, according to crazy English Yang revealed, do mobile phone is only a supporting products, behind the real force is a "Li Yang app", facing the Chinese to learn English, foreigners to learn Chinese to provide services; Mingzhu in the Boao Forum during the interview, said Gree to do the mobile phone is the business needs; Le Video said, to do with the "content" of the mobile phone, the mobile phone This "screen" also into the music of the eco-view.

In this respect, the mobile Phone China federation Secretary General Yanhui accepted the Beijing It channel interview, said, "In fact this is a publicity stunt, from the current point of view, there is no business across the border to make a number of innovative mobile phone changes." ”

"Cross-border mobile phones are out of the PC era"

In the mobile internet era, although the mobile phone market seems to have great potential, but, according to the previous media reports and the industry's point of view, the Chinese mobile phone market has already been "Red Sea" one. Why are companies still piling into the bureau?

"The starting point is different. This is the answer that Gree gives. Mingzhu said: "Gree do mobile phones is not to rob a piece of cake, but to make intelligent more than the previous step." "Home Appliance analyst Liang accepted the Beijing It channel interview also said that Smart home is the future of the industry trend, while the mobile phone is one of the central level of products, some white power companies in order to allow intelligent home interconnection rights control in their own hands, involved in the field of mobile phones is not unexpected.

Lok View, yesterday, the "it Times" quoted a reluctant to give the name of the industry, said the music, the cash flow is more tight, took a lot of shares to mortgage loans to support the company's development, so need to use terminals, car hype to improve valuations.

In the era of mobile interconnection, some uncertainties have made some companies uneasy, Yanhui said, because traditional IT companies or Internet companies struggled to replicate the advantages of the PC era, and were not present in the mobile-Internet era.

Experts: New people are likely to die prematurely

Entering the Bureau is not equal to success, some enterprises across the border to do mobile phone prospects? Historically, there have been few successes. It is understood that before the Thunderbolt and other companies have issued their own-brand mobile phones, but eventually disappeared in the market. As for the star to do custom machine, after all, the niche market, it is difficult to match the "China Cool" and other old brands.

Yanhui said, some celebrities do mobile phone if purely from the point of view of money, some brands are indeed "success", but the damage is the interests of consumers. "Because these phones are mostly ' OEM ' mobile phones, it is difficult to develop long-term, these enterprises have no patent, technology, experience and channels, even the most basic after-sale can not protect." ”

"In the long run, China's mobile phone market has been set, the new people will not have the opportunity." The main reason is that these newcomers lack the technical precipitation and core competitiveness, coupled with the inaccurate positioning, it is easy to die in swaddling. "Yanhui said.

Liang, who holds a similar view, said, "Look at the number of white brands, in contrast to the number of mobile phone brands, the latter is far greater than the former, the mobile phone market is not to mention the first line of brand, even the second-tier brand competition between the fierce." The first to enter the bureau has been firmly control of market share, the future of the mobile phone market Matthew Effect will become more prominent, the best time has passed. ”

In addition, Liang said, the mobile phone industry belongs to the electronic information industry, and home appliances are two completely different industries, home appliances enterprises across the border to make mobile phones directly copy the original successful mode is still difficult to work. (Beijing, the IT channel)