Domestic brand mobile phone war high-end and the model of hand-to-hand combat

Starting with the 2688 yuan selling price of Huawei P6, to ZTE Nubia Z5 3456 Yuan, and then to cool Grand 4 3980 yuan, the second half of the domestic mobile phone new product price a higher than a, and the industry market research shows that these prices as if the rocket's domestic star mobile phone sales also hit new highs, which shows that Domestic mobile phone high-end trip has been successful, and Samsung, Sony, Nokia and other foreign brands of high-end models have been directly involved in domestic mobile phone surrounded. Domestic brand high-end models bolted in the Thousand Yuan machine, few people will think of domestic brand mobile phone will have the second half of this year's feat. Before, very few domestic mobile phone dare to price more than 2000 yuan, 2000 yuan seems to become a foreign brand and domestic mobile phone watershed, foreign brands do not want to dabble in 2000 yuan below, domestic brands can not attack more than 2000 yuan. Then, after only 4 years of business in China's 3G, the line was broken, and first this June, Huawei P6 launched the high-end campaign of Chinese branded handsets in the world, followed by ZTE's two thousand or three thousand-dollar handsets for the Grand S and Nubia series, and then, by the end of September, Cool faction teamed up with China Telecom to launch a new generation flagship product 4, priced nearly 4000 yuan, set a new peak in the price of domestic smart phones, in fact, Yulong Cool is the first high-end brand manufacturers, has been insisting on high-end market for many years, but also domestic brands in the price of products can only exceed 4000 yuan manufacturers, nearly 10 years, Accumulated more than 1 million high-end users; On October 5, Lenovo also announced the launch of the global smartphone high-end brand, Lenovo VIBE, the first hand-branded brand to be launched after Lenovo announced its foray into the mobile internet strategy, and specifically for the high-end smartphone market. To share also began to profit in China, more than 2000 of the mobile phone can be described as high-end, more than 3000 yuan mobile phones can be called high-end. The pomp shows that domestic brand manufacturers are no longer satisfied with the low-end market, and have begun to enter the high-end market almost completely occupied by foreign brands. The impetus comes from the previously depressing message that Samsung Electronics, October 5, expects operating profits in the third quarter to rise to 10.1 trillion won (about $9.4 billion) from the 8.06 trillion won in the same period last year. The results were better than analysts, with the average forecast of 99600 won by 32 analysts surveyed by Bloomberg. The Low-cost Galaxy smartphone launched by Asia's largest technology company has catered to demand in China, India and the Middle East, making it profitable to compete with high-end products such as Apple. And Apple's profits are higher, and Samsung's combined profits are thought to exceed 100% of the handset industry's profits, making domestic handsets feel like Thorn. On the other hand, according to the authoritative investigative agency Canalys released the world's second-quarter smart machine market share rankings, Samsung, Apple listed the top two, and Lenovo and Cool faction followed, their shipments were 11.3 million, 10.8 million. Huawei andZTE is the 6th and 7th place. That is to say, 4 of the top 10 are Chinese brands, while Chinese brands have a higher share of the domestic market and are considered to be more than 70%, which is clearly a high end for Chinese brand-name handset makers. "To share, but also to profit," in this way, domestic brand manufacturers launched into the high-end frenzy. Foreign brands can never have a sacred halo in fact, the newly listed note 3 and iphone 5s have also given Chinese manufacturers confidence that the two so-called flagship flagship handsets landed in the Chinese market by Chinese operators, which may be the foreign brand mobile phone giant from "Space crashes to the Earth" in China. At the beginning, it also shows that the sacred aura of these world-famous models is no longer. The advantage of the foreign brand mainly lies in the product design, the quality and the brand, the flaw is the price is too high.　iphone new products are more than 5,000 yuan high prices have long been criticized by users, especially the recent introduction of the iphone 5c in the configuration is actually the color shell version of the iphone 5, but the price is still as high as 4448 yuan, the industry has been widely questioned. Compared to international brand manufacturers, domestic mobile phone manufacturers have many strengths, in the channel coverage, operator relations and rapid response capabilities, such as the advantages have begun to gradually enlarge, which has the same effect on their high-end market. In addition, domestic brands and foreign brands are not before a complete contest. Unicom operating in the era of CDMA networks, dual standby has been China's high-end brand mobile phone symbol, when Samsung accounted for Unicom dual standby market name, but the second is the domestic brand cool faction, and far more than Motorola, LG and other foreign brands of dual standby market share. It is reported that the cool sent hundreds of millions of yuan this year to increase the research and development of high-end products and innovation, the formation of a 800-person research and development team dedicated to develop, planning high-end products, the launch of the 4th generation of products than last year's 3rd generation products have a qualitative upgrade, the application of new technology, materials and According to insiders, Yulong Cool 2013 high-end machine product research and development investment compared to the 2012 increase of more than 20%. The history of Huawei's top-end model P6 is Huawei's unprecedented investment, research and development staff of more than 1000 people, almost all departments, everyone involved in the project. Since December, Huawei has been stationed for 4 months for each core supplier with more than 10 experts in the areas of structure, ID, quality and manufacturing. In addition, each supplier will have 1-2 engineers stationed for at least 1-2 months. Two major barriers to innovation and brand domestic brands in high-end areas of the impact of foreign brands? Yulong, chairman of the Guo Deying has said that the international mobile phone giants dominate the industry's largest profit zone, and domestic mobile phone companies have been in the era of meager profit, domestic enterprises must increase research and development investment to enhance their own, in order to break through the barriers. Objectively speaking, foreign brands are not without rivals, even Samsung, its technology does not highlight the leading edge, but the brand has been restricting the domestic mobile phone with high end of the most important factors,"The same mobile phone together, you cut off the brand, consumers from the design of the appearance, to the content of the experience, it is difficult to distinguish, but in the purchase is often the choice of foreign brands." "Guo Deying said that domestic mobile phone brands are facing the brand awareness of the problem, many domestic mobile phones do not do brand promotion, and consumers have limited awareness of the brand, the choice blindly follow. Innovation is another constraint. In Guo Deying's view, as long as the commitment to research and development of high-quality products, will win the recognition of consumers. "Everyone look at the fridge, is not all start to recognize the domestic brand, and television, this is because of the Chinese brand promotion, last year, the total share of domestic brands has been more than 60%, this is the history of domestic brands on the mobile phone the best performance," Guo Deying. The collapse of global giants such as Nokia and Motorola shows that the international handset giants are not unattainable, and Apple's decline in China also means that domestic brands have a chance in the high-end machine market, and if domestic brands can seize the opportunity, they will have a place in the high-end machine market in the future.