Domestic mobile phone brand together behind the new brands: can we get rid of traditional thinking?

In the first quarter of the past 2014, the domestic smartphone market was unprecedented. In the 4G screen, mobile phone companies have released new products, ZTE this month to hold a three-game conference. Not only that, a group of new mobile phone brands holding the banner of Internet thinking are also waiting to be killed in the market, such as Iuni, a plus, great God, Nibiru, coupled with earlier glory, Nubia, which makes the original competitive, living space has been small domestic smartphone market more uneasy, but its survival is the key. Brand remodeling These seemingly diverse new mobile phone brands, in fact, are from the traditional handset manufacturers. By virtue of Low-cost advantage to occupy the domestic smartphone market most of the country, domestic handset manufacturers spent the initial accumulation period, began to realize the brand value and earn high profits this ultimate goal, and brand first become the industry consensus, so with these new brand face. To the Chinese cool Alliance for example, ZTE's Nubia, Huawei's Glory, cool faction of the Great God, its common denominator is to rely on independent new brands to expand the electric business channel, the use of Internet marketing mode, the purpose is to break the user's past for their own low-end, low price impression. The first quarter of ZTE Terminal boss Zeng Xuzhong in an interview with Tencent technology, said that the past ZTE mobile phones too engineer-oriented, and later to turn to consumer-oriented, the future channel focus on social channels and electrical business channels. It is worth mentioning that ZTE also thought of the Mobile Electric Company, which has launched a micro-products in the interior of the Taobao shop-style platform. Although the introduction of independent brands relatively late, but in the 4G era of the rapid force of cool investment is very high. Last month, the cool faction signed a 10 billion-dollar purchase contract with Beijing east is really surprising. Cool Executive Vice President Li Bin at that time to Tencent technology, the cool faction has moved from the traditional manufacturers to the Internet, is committed to building the entire industrial chain of the smart phone ecosystem, the electric business channel is one of the important. According to the latest statistics from the market research company Canalys, the Chinese cool Union in the domestic sales, the total brand share has surpassed the sum of Apple Samsung, coupled with Gionee, Vivo and other brands and a large number of three or four-line brands, the single share of domestic enterprises have been the victory of international brands. Although the share is huge, but domestic handset's profit is not proportional with it. Therefore, relying on low-cost access to market size of domestic mobile phone manufacturers are trying to brand through the Son + electric business model to reshape their own brands, only the brand premium only real profit margins. Determined to determine the fate of brand new brands, new ideas, how to let the market recognition and acceptance is not easy. The mobile phone brands that emerged in the post-3G era are no less than they are now, but they remain almost nil. According to Tencent Science and technology, the original mobile phone brand Big Cola, small chili, sugar, Aliyun, etc. have already faded out of the market, perhaps the subdivision area still has the user, but already is the state of decline, the maintenance time may not be long. Looking at the current mobile phone brand, most of them are backed by the power of the traditional mobile phone, although independent operation, but still can not get rid of the inherent operators, traditional social channels of thinking, after all, the loss of the electricity business isMillions's sales volume, the so-called independent brand can be truly independent is hard to say. According to Tencent Science and technology, ZTE, Huawei, Cool faction, such as long-term with operators to maintain close relationship between enterprises, since 2012 began to cry out the transition channel strategy, but so far the carrier channel sales still accounted for its 80%. In the first quarter of 2014, the high configuration price war in 600-1000 yuan this domestic mainstream product pricing range has been completely under the line, how the online brand also reshape brand value? For users, the brand can really rely on the so-called hardware sophisticated technology, the application of the ultimate experience to change brand awareness? At present, in the consumer properties of Chinese users, high performance ratio is still the first choice, but offline has done this. such as the most typical vivo, although not the introduction of similar brands, but does not mean that they do not pay attention to online channels. Its CMO Feng to Tencent Technology, Vivo is currently developing online channels, the future formation and existing social channels complementary. As to what new brands will survive in the future, it is not conclusive how long it will take to see how determined their respective parents are. According to Huawei Terminal Chairman Yu, in three years, only 3 to 4 mobile phone manufacturers can survive.