Domestic mobile phone marketing only one trick?

In the first quarter of 2014, the world's largest mobile phone shipments are Samsung, accounting for 34.9% of the share of Apple in the second seat, the share of 13.9%, Lenovo (combined with Motorola) ranked third, reached 7.5%; Huawei, Millet, cool, ZTE, Gionee are on the list, the market share of 5.5%, 4%, 3.7%, 3.1%, 2.3%, mainland China brand growth alarming, a total of six seats, the total market share of more than 25%.

But by the third quarter of 2014, the global rankings of mobile phone shipments and data had changed a lot. Samsung is still ranked first in the global smartphone market in the third quarter, with 78.1 million shipments, but only 23.8%, according to the latest report from IDC, a market research firm. The second is Apple, which reached 39.27 million, an increase of 16.1%. Millet made the world's third good results, shipments of 17.3 million, compared with 5.6 million in the same period last year, Rose 211.3%, market share rose to 5.3%; Lenovo and LG were listed in the fourth and fifth places, shipments were 16.9 million and 16.8 million, and the market share rose by 0.5%. Overall, the third quarter of global smartphone shipments to 327.6 million, an increase of 25.2% per cent.

From these data can be seen, the smart phone industry is currently in a rapid growth trend, to millet, Huawei, Lenovo, OPPO, Vivo as the representative of domestic manufacturers from the hands of international manufacturers to grab a lot of market share, Nokia sadly injured, Samsung performance decline, Sony desalination of the mainland market, Most people in the industry believe that this is closely related to the rise of domestic mobile phones.

The successful way of foreign mobile phone companies

2007 iphone turned out, the iphone's success is definitely not a simple hunger marketing, from jobs to cook, from the iphone to IPhone6, Apple has been changing. Jobs was more focused on the details of the product itself, perhaps even his own, but no one was tougher than he was, and Cook was more concerned with the experience and feelings of consumers, and he never taboo in a sense of plagiarism. As long as consumers like, Cook can do "bigger Than bigger", as long as consumers like, Apple can change color. However, their real success is to focus on the maintenance and innovation of Apple's ecological circle, so that more people participate in Apple's profitable ecological circle. From the App Store to Apple Pay, in this ecological circle to accommodate more and more technical personnel, marketing staff, "more Than" is the real success of Apple.

Samsung, on the other hand, thinks corporate dignity is unimportant. If you think Samsung is a copycat, Samsung itself is a "fast follower" of the tech industry; you are ironic that Samsung has no independent innovation capability, but Samsung has disrupted competitors ' product rhythms in the form of more than three new models per year. The real mystery of Samsung's business is continuous product experimentation, after all, who knows which products will be successful. The "Try and try" is the real success of Samsung.

The first glory of a flash in the pan

The Ministry of Industry and Telecommunications Research Institute released the latest market research report, January 2014 October, the national mobile phone market cumulative shipments of 363 million, year-on-year decline of up to 10.4%. In the context of global smartphone shipments, China's mobile phone market is experiencing an unprecedented "big drop". At present, domestic mobile phone in China's mobile phone market accounted for almost half, but the 2003-year domestic mobile phone market share has reached this impressive figure.

Domestic mobile phone in 2000 ~2004 years of unlimited scenery has not many people remember. Kejian once sponsored the Premier League team Everton; The panda mobile phone is the CCTV's advertising standard, and 2003, Tcl, respectively, occupies the first and second market share. Today, Nokia sold its mobile phone business, Motorola sold to Google, Sony Ericsson was split, only Samsung also retained, but the decline of domestic mobile phones is more worthy of the current domestic handset manufacturers vigilance.

When the 2012 Wave guide returned to our vision, its main business is the issuance of loans, in 2002 set a single cell phone profit of more than 800 million trillion amoi, years of losses, still do not see signs of revival; In the past decade, the domestic handset manufacturers can survive only TCL, but the data show that May 2014 TCL shipments in the domestic mobile phone only ranked 12th place.

Why the first generation of domestic mobile phone manufacturers in 2003 to achieve such a brilliant after suddenly desolate? In general, the secret of their collective exerting force is in the channel, through authorized franchising and other ways, covering the channel of China's two or three-line cities, supporting the overwhelming publicity, to achieve a monopoly on consumers, The strategy of squeezing competitors is achieved through inventory. But when the first generation of domestic handset manufacturers triumphantly put forward the terminal as king, they ignore the phone's most fundamental demand factor-products.

In addition, the first generation of domestic mobile phone manufacturers are almost all in the use of processing, imitation production of the workshop-style production and management concepts, they seize the market opportunities, the core technology is a lack of problems are very prominent. From the machine to the accessories are "doctrine", the cell phone has broken the after-sales service department can not repair, only for new, so that the inventory problem, the quality of the collective outbreak of the situation abound.

Emboldened by the lack of a second brilliant

Today, Huawei, ZTE, Millet, Lenovo and other second-generation domestic mobile phone leader in technology and product level have achieved a certain core competitiveness. But apart from the product itself, what are the unique advantages of these domestic manufacturers?

Huawei in addition to the main high-end market P series and mate series, while with the main low-end market glory Cheong play these two series. Huawei has introduced separate brands for different market segments, although the initial cost of marketing is relatively high, but can be targeted by different brands to study the characteristics and needs of such people, customization more suitable for their products and interactive methods, in turn, these measures will strengthen and promote the development of segmented brands, form an iterative virtuous circle. At present, Huawei has achieved a number of subdivided brands of the perfect layout.

ZTE's mobile phones play differently. ZTE has won a certain share in overseas markets by taking the form of customized handsets with overseas channel partners. In the second quarter of 2014, ZTE's mobile phone sales in North America rose by 88% Year-on-year, and market share jumped to 7.4%, according to the market research agency SA. As a traditional telecoms equipment manufacturer, ZTE's mobile phone has been emerged in the American market's rookie race and has gradually established its footing.

Millet mobile phone hunger marketing by the cattle crazy follow, although there are fans and mobile phone peers in question, but this does not prevent the millet mobile phone shipments continue to improve. Low price, electricity business channel, PR communication and hunger marketing, these four magic weapons make millet mobile phone in stubborn pull high mobile phone configuration, can boldly reduce retail price. Millet stubbornly through Word-of-mouth marketing and electronic channels for sales, extreme paranoia is its law.