Domestic handset manufacturers how to get rid of the cheap

Domestic handset manufacturers have long been unable to get rid of the cheap image. They have to reverse the attack must be the product brand, company culture, respect for the user and the pursuit of product excellence into the product itself, and full interaction with the user, so that their products have excellent quality, excellent user experience and relatively reasonable price, it is possible to really get rid of the image of cheap brands.

On December 5, the day before the 4G license issuance, China Mobile Communications Group vice President Zhengmao in Beijing to attend a forum event, said publicly that 2014 China Mobile will jointly launch the following 4G terminals, and is expected to become the mainstream model next year.

As the world's important 4G LTE market, China's advancing 4G LTE network business has undoubtedly attracted the attention of the global handset manufacturers, China's 4G LTE to the handset maker's feast has just begun. As we all know, for mobile terminals, if you want to make money on the one hand, the profit margin to be high, on the other hand will look at product sales and market share.

In the current high-end market of intelligent terminals by Apple and Samsung occupy the market pattern, many other manufacturers on the one hand to become the high-end market, to create high-end brands. On the other hand, in the low-end market to enhance their own product sales and market share.

But the current reality is that domestic mobile phones in the minds of the people always can not get rid of the image of the cheap brand, this year, although domestic mobile phone manufacturers have to exert the high-end market, the introduction of high-end models, but has not been widely recognized and accepted by consumers. Mention of domestic brand mobile phones, people first thought of the thousand or so custom models. Millet's mobile phone sold to 1999 Yuan Price has been widely accepted and snapped up by the domestic young consumers.

I think, from the following points to understand the current domestic mobile phone manufacturers "underachievement" The current status of the reasons.

First of all, domestic handset manufacturers in 2009 have to exert an Android smartphone market, still continue the concept of 2G function machine era, is charge hardware engineering thinking and hardware complex. This kind of industry thought lets the domestic handset manufacturer ignore the brand construction, coupled with the operator full cooperation, the more lacks the product marketing, especially under the Internet environment based on the social network and the consumer and the user's interaction and the word-of-mouth dissemination. Consumers and users do not have the brand recognition and identity, it is difficult to the relevant products to obtain sustained and good attention.

Second, because 3G in the domestic popularization of the beginning, domestic handset manufacturers do not have any technology and patent advantages, relative to foreign mobile phone manufacturers, domestic mobile phones still take the screen and processor audit, the adoption of a forced follow strategy.

Although the domestic 4G era has been opened, domestic handset manufacturers have accumulated a certain technology and patents, but the smartphone competition is from hardware work to system optimization, user experience comprehensive strength. In addition to brand building and marketing, domestic brand mobile phone quality, grip, control experience and so on, feedback to consumers, and did not let users scream and surprise. Although the hardware stacking and ultra-high configuration of domestic handset manufacturers seem to be more powerful than foreign brand smartphones, the quality and appearance of domestic handsets, especially the quality of mobile phones and the details of user experience, still have a lot of room for improvement.

Again, in addition to the smart phone brand propaganda, hardware quality, the appearance of outstanding design, domestic mobile phone manufacturers also difficult to give their own corporate culture to the product itself, so that the product is full of soul or human. The iphone, for example, gives the impression that not only the product itself is a piece of art, but also through the actual operation experience, it is true that artists, business people or technology geeks and other small groups love to love, but also to the ordinary consumers fondle admiringly.

Mr Jobs's positioning of Apple's user base is also clear: the high-end crowd, business people, politicians, artists, college students, young fashion avantgarde people, and technology geeks, which in turn reinforces the iphone's high-end smartphone brand image, The company's culture and specific products have been organically integrated.

Finally, and the most important reason, domestic handset manufacturers have been using traditional business ideas in the sale of smartphone products, that is, to sell the goods simply to more consumers. This behavior itself is true, but in the face of the current Internet, especially the mobile internet era and the arrival of 4G, in this era of user experience is king, domestic handset manufacturers do not really understand how the Internet will affect young people, how to change the way people interact and the scale of interaction.

Young people today, especially after 80, 90 and 2000, are eager to be respected and recognized by others, hoping their voices will be heard and delivered. At the same time, the rise of social networks such as microblogs, micro-letters, and QQ space has intensified the interaction between young people, and this interaction will be directly reflected in the interaction between manufacturers and consumers in individual products.

Reflected in the smartphone consumption process, the specific performance is that young people want to be more involved in the design process of the product, even if the phone can not determine the specific appearance and function, at least can participate in mobile phone color, the corresponding function of the mobile phone system, and even the system standby wallpaper selection and management of the application of the folder function. From the design of the product to the user experience or suggestions in the process, the handset manufacturers can meet in time, and the user has been fully engaged and respected feeling.

In addition to full interaction with consumers or users, product positioning is also very important, domestic mobile phone manufacturers to launch high-end models, although the hardware configuration is very strong, the appearance of materials and hardware work also significantly improved a lot, but more tend to simple product promotion and higher pricing. The product itself lacks the elements and selling points that impress the user. By contrast, Apple's iphone emphasizes ease of use and ultimate user experience, taking into account the needs of female users, in-time research and the introduction of a white version (the white version starts with the iphone 4). Samsung products are the main features of large screen and fashion trend elements, while the product's many details function as much as possible, supplemented by strong and frequent advertising marketing.

Domestic handset manufacturers, it seems that should return to the starting point, from the product itself design, hardware material selection, workmanship, design and grip the ultimate pursuit of the system, continuous optimization, control experience and improve product ease of use. Efforts to increase product brand and cultural connotation while increasing cell phone capacity. Even continuous research and development and investment in product core technology research and development and core parts of the independent design and manufacturing capabilities, and continuously improve the integration of product hardware and software to a high degree of integration, it may be the most important, long-term and basic work.

On this basis, in-depth understanding of domestic smartphone consumer demand and habits, and gradually gather core users (such as young groups) at the same time, strengthen the advantages of the product itself and the organic combination with the brand, out of the domestic handset manufacturers for their own development. From the current Huawei Independent "Glory" brand to carry out internet marketing attempts, to cool the upcoming 7-inch 8 nuclear mobile phone tablet "cool" and a variety of cover high school low-end 4G smartphone, including ZTE said 2014 launch of the independent chip and thousand 4G mobile phone. All let us see "China Cool Alliance" as the representative of domestic mobile phone manufacturers, in the face of the advent of the mobile internet era, are hoping for novelty and change, establish high-end brand image of efforts and attempts.

Domestic handset manufacturers only fully realize that high-end products are not only equal to high-priced products, at the same time the product brand, corporate culture, respect for users and the pursuit of product excellence into the product itself, and full interaction with users, and constantly serve users, meet the reasonable demands of users and timely response. So that their products have excellent quality, excellent user experience and a relatively reasonable price, can really get rid of the image of cheap brands.