In the age of logos, how can a cottage machine be reformed?

Probably 2008, China set off a "mobile phone" trend, in this crazy and barbaric era, the entire product from the project to trial production, and then to the amount of output, the time required often less than two weeks, assembly line is also short to die, also about 10 meters away, as for, the test is even more rough, Some mobile phones even directly download software shipments ... However, because of bypassing detailed functional testing and routine testing projects, the Shanzhai machine occupies an overwhelming advantage in cost, a color mobile phone only sell 200 yuan, really let domestic consumers heartbeat. A short span of two years, not only the birth of a large number of millionaires, but also a dazzling array of brands, such as MOTORCLA, Nokiai and Phoenix Legends, more people horror is that the Shanzhai culture derived from mobile phones swept all over China, almost to "Fuzheng" the.

Now look back at that era, there is a very important historical contingency, 07-09 years is in the European and American Giants Research and development of the gap period and the promotion of new technologies, it is in this giant time to take into account, the cottage function machine only one night, but later things, we all know, The iphone-led Smart corps sweeping everything, including motorcycles, BlackBerry and Nokia and other regular manufacturers are overwhelmed, the Shanzhai machine was killed is only the way, in addition, the relevant departments against copyright piracy crackdown intensified, an industry almost extinct. In fact, the author has a long time in the portal has not seen the relevant news of the cottage machine, until Millet launched 399 Yuan smartphone, just to remind everyone: Cottage machine, may not be dead?

There is a reasonable, why not the fake machine dead?

Now think carefully about the cottage machine rage, although due to quality, service, copyright problems encountered extinction, but there must be some residual strength shame, after all, the existence is reasonable, not to mention this industry can still meet the needs of some special groups.

Cottage machine without the sharpness of the past, but still active in the spotlight lamp not to the corner, their advantage is still cock silk price and tyrants appearance, the main audience is the urban and rural integration of personnel, as well as the need to install B demand and reluctant to sell kidney groups. In fact, in some remote markets, consumers just know the concept of the smart machine, coupled with the international giant's advertising has not been brushed there, they usually think "Apple is a fruit", or "Samsung is a bicycle", in this environment, the exquisite appearance of this group is the first choice, not to mention, Generally low consumption capacity, so that users there are more sensitive to prices, and this is the first meaning of the existence of Shanzhai manufacturers! In addition, the essence of the cottage machine is imitation, that is, can sync any high-end machine species. In fact, as early as September 10, the cottage manufacturers and Apple launched the IPhone6, the price of 999 yuan, of course, this is just a high imitation of the mobile phone, can be far from the view and not to play Yan, suitable for filming TV, as well as to just meet the netizens.

Why do brand makers squeeze Shanzhai manufacturers?

The cottage machine thought it could pianan a corner, but because of the fierce competition in smartphones, causes the channel unceasingly to sink, is based on this, the millet, the cool faction, the Huawei, the ZTE and so on the reputation brand starts to occupy the low-end market, moreover the price is more modest than the Shanzhai machine, this will give the cottage industry to create two kinds of situation: either busy transformation, or busy to die , they also face chips, displays, patents, copyrights and other issues.

From the sales situation in the past few years, 70% of the domestic consumer purchase of the first choice is 1500 yuan below the model, which has nothing to do with the brand, just simple price temptation. Due to the growing saturation of mature markets, forcing the brand to continue to sink price range and sales channels, some of the five or six-line cities and even remote rural areas are becoming the focus of the brand, their a coax into, and even did not detect the existence of Shanzhai manufacturers, these theoretical opponents are basically defeated. Millet launched 399 Yuan mobile phone, not only in the price has the advantage, and can provide relevant differentiated services, more crucially, compared to shanzhai, millet more differentiated user experience, perfect after-sales service and quality system; In addition, cool pie for the rich low-end product line also want to be in the mainstream products, the introduction of ultra-low-cost mobile phones, These will cause fatal damage to the cottage, we do not have to worry about the day when Samsung cornered, will also sink to this range ... In the face of these potential opponents, the cottage machine appears to have no power to fight back, in fact, by the fast money, hot money built up the cottage world, just like sand dunes on the beach, a wave hit to the flat off.

In addition, the Shanzhai machine in the future to face the chip supply and patent problems, as we all know, high-pass monopoly fines have been a certainty, before, using the famous "anti-licensing" agreement (Qualcomm can be free to use the full patent of the supplier's agreement), the Shanzhai can always walk on the edge of the law, but once the Qualcomm recognized, This agreement is bound to be canceled, with a series of rectification movement, the gray area of the cottage machine will also encounter sweeping. And as the brand expands to the lower end, not only directly affect the end of the market, but the whole supply chain of major adjustments, some low-end mobile phone key parts manufacturers will be more likely to ship the choice of brands, such as Qualcomm, Intel and MediaTek, such as chip manufacturers will certainly reconsider their supply customers, after all, with millet, Huawei's cooperation is more down-to-earth and cleaner.

In the age of logos, how can a cottage machine be reformed?

Don't know when to start, China has entered a logo era, our basic necessities of everything are affixed to a large and small logo, this cultural atmosphere, domestic consumers also become willing to pay more money for the logo, for example, many of the domestic iphone users spend 5288 yuan to buy tyrants gold, But only used to call and tweet, some of the new technologies that Apple engineers have developed are not even activated at all, but they don't feel the loss because they buy back an apple logo, which is why the most popular mobile phone in China is the kind that can expose the Apple logo.

It can be said that the Chinese people love the logo culture, the success of the cottage business, they can provide any brand of high imitation works, but also destined to the ultimate tragedy of the cottage machine, after all, false is always false

Mobile phone brand, more precisely, should be the low-end handset brand, has been the trend of the general. The author thinks, along with the brand Merchant Army armies low-end market, the Shanzhai manufacturer most likely destiny, is not the cock Silk's reverse attack, also is not ashes, but is by the brand merchant amnesty, takes own unique superiority, common and accepts own brand to develop the low-end market:

In fact, in terms of technology alone, shanzhai manufacturers are not without a bright spot, can even launch their own brand, but their early but generally do not have such awareness, moreover, brand awareness is a long-term precipitation, accumulation of things, obviously, has been in the use of life plagiarism, the brand in the hope of the reverse attack is very slim. But these manufacturers have very novel marketing ideas and cost control methods, as well as the integration of upstream and downstream resources, if the acceptance of amnesty, in the formal mobile phone manufacturing environment may shine, after all, the brand to seize the low-end market the most scarce ability is cost control ability, Even international giants face rising costs. For example, Apple, the iphone before the sale of a butt debt, the first thing Cook CEO is to readjust logistics, the United States factory moved to Asia, adjacent to chips, monitors and other suppliers, not only improve the efficiency of shipments, but also reduce logistics costs and quality risks. Admittedly, the most common idea for shanzhai manufacturers to cut costs is to sacrifice quality, but in the overall cost-saving framework, there are still some ideas worthy of promotion, such as the concept of lean production, such as for inventory, staff waiting, handling and other action waste of streamlining, these details on the action is often large enterprises, brands are the most missing things.

Amnesty's argument may be cruel to a copycat manufacturer who has been trying to reverse the attack, but it is the best way out. What's more, with the formal brand, learning advanced technology, process, brand culture construction ideas, for any mobile phone practitioners should be a good thing, not to mention, they still have to face the "How to marry out" embarrassment.