Domestic mobile phone has been second-rate, when to change the image

Huawei, Millet and Lenovo ranked three to five of the top five global smartphone sales rankings in the third quarter of 2014, according to a report released last month by an authoritative research agency.

From the absolute number of domestic mobile phone three strong each has more than 15 million shipments, from Samsung Apple is not too far, but in the brand influence, domestic mobile phone distance from Samsung Apple is not a little bit two points.

Samsung Apple to carve up global smartphone profits

Research Institute Saino at the end of 2012, a research report showed that at that time the domestic 3000 yuan mobile phone market 90% of the share by Apple and Samsung two occupy, the remaining 10% share by Sony, Nokia, HTC and other international brands carved up, domestic brands in the market share of almost 0.

From 2013 onwards, Lenovo, ZTE, Huawei, cool faction and other domestic brands have launched more than 3000 Yuan smartphone, but with Lenovo's K900, leaving only failed cases. More than 3000 yuan domestic mobile phones in the only bright spot is also a small number of brands Oppo and VIVO, the two from the mobile phone manufacturers are simply using ads to hit a certain amount of sales. As for the hammer phone, Luo's personal brand premium did not sell the hammer phone, T1 has announced sales of only 120,000 units and quickly lowered its price from 3000 yuan to 1980 yuan.

and Saino two years ago, similar to the report, in the Millet note has not yet a firm foothold, domestic brands in more than 3000 yuan mobile phone market almost collectively aphasia.

Foreign research institutions will publish a report almost every other quarter, the main content is the global handset manufacturers profit distribution. Basically the headline is Apple Samsung occupies the global handset market profit 109% or so. Samsung and Apple have carved out the profit margins of the global smartphone market with ultra-high shipments and far more than their peers, and others are mostly at a loss or unprofitable state.

Domestic mobile phone brand helpless bloody Red Sea market

Samsung Apple outside the handset manufacturers, especially domestic mobile phone manufacturers, why not to make money? This is directly related to their long battle in the Red Sea market under 3000 yuan.

The cost of the smartphone's hardware is now very transparent, to millet as the representative of the mobile phone manufacturers to open the cost pricing of the competition model, direct domestic handset manufacturers to almost zero profit, plus the promotion of cost and administrative costs, not a loss is lucky, with profit for sales is also helpless.

Domestic mobile phones are suppressed under 3000 yuan the main reason for the Red Sea market is that they are hard to get the brand premium, the price to Apple and Samsung's high-end models are hard to harvest users, even the learning Oppo and Vivo advertising campaign is also difficult to be rooted in the minds of users of low-end brand image.

The hardware and software strength of domestic mobile phone brand needs to be improved

By the user positioning as a second-rate brand, this is the domestic mobile phone brand collective sadness. Planing to the foreign brand natural goodwill "worshipping" psychology, domestic mobile Phone No brand premium is the biggest reason or its own hardware and software strength is not enough.

In the mobile phone to the smartphone transition era, the cottage machine once popular, MTK provides a complete set of solutions so that people without any experience in mobile phone production can boldly enter the mobile phone industry.

To the smartphone market relatively mature now, many mobile phone manufacturers than four or five years ago, not much progress, the system is claimed to be optimized Android system, CPU mainstream is not Qualcomm is MTK, other like GPU, screen, sensors and other important components are also basic imports from Europe, Japan and South Korea, It was designed to copy the iphone in the name of a tribute to Jobs, a group of manufacturers represented by Big Cola. As for patents, almost exclusively to buy, can not buy only pray not accused.

Samsung, in addition to Android system almost sitting on the mobile phone industry chain of all resources, Apple in addition to the monopoly of iOS system, but also its own design CPU, master the most core resources and patents. These gaps, not domestic brands can catch up a short time. Although the globalization of production has made the foundry become the mainstream, but does not master the core resources, the controlled in the commercial war is unavoidable.

Domestic mobile phone brands want to get rid of the image of second-rate brands, in addition to competing for market share, more important is to upgrade their voice in the mobile phone industry chain, master core technology and patents, early to get rid of the dependence on foreign brands. The overall situation of mobile phone operating system has been set, software breakthroughs are difficult to do an Android system optimization can, but in the hardware and design, there are many can break through the place.

In time, domestic mobile phones can boldly promote the CPU is independent research and development, no longer blind tribute to jobs, is to change the beginning of the second-rate brand image.