Internet companies want to subvert mobile phone industry through cross-border means

Internet companies want to subvert the mobile phone industry through cross-border means, traditional mobile phone companies to extend business to the Internet, to return fire. After two years, two melee.

2012, Shanda, 360, Ali and other Vue Internet enterprises into the mobile phone industry, is noisy, the results are more than the Czech Republic.

2014, the Chinese Cool Alliance and other traditional mobile phone business giants have entered the Internet, lively and extraordinary, pitched opened. The object of the siege is millet.

Two melee, same game. The first Internet enterprises hit the user's name, to lower prices to kill, eventually because the mobile phone industry chain too long, unable to control and lost, here do not repeat. The second traditional mobile phone companies have come to a recruit "to the way of another body", the same fan marketing, the same low-cost strategy, crusade millet.

The author believes that the traditional mobile phone business "reverse subversion" of the war Without a loser.

First, the traditional mobile phone enterprises to enter the Internet's core demands

1, comprehensive layout appeal.

China cool joint and other traditional mobile phone companies, to a full range of layout is known: Product layout, from low-end to high-end; Publishing time node, from the beginning to the end of the year, sales channels, the traditional distribution channels, operators channels, Internet channels, readily available.

Millet raids, let the traditional mobile phone companies deeply feel the lack of their own Internet channels, determined to make up their short board determination. The new channel expands, "Does" is the basic goal, "completes" is the addition sub-item. The strategic significance of layout is greater than the realistic meaning of profit.

2, the demand for brand expansion.

All along, the traditional mobile phone companies too much of the pursuit of scale, with operators customized cooperation, a large number of low-end products sold, so that the brand premium is lower. Apple, Samsung occupy the high-end market, has the absolute right of speech. The midrange is the best break point, and the way to the consumer is to give the user a stronger brand concept. Compared with the entity channel, the Internet channel cost is lower, more easy to reach the user widely. For brand awareness, want to quickly get rid of low-end machine impression of the traditional mobile phone companies, the internet is the only way to expand the brand.

However, the brand's precipitation takes time and history, and requires the user's deep participation, which is a long process. Therefore, the development of the brand in the process of short-term losses can be understood as trial and error, not failure.

Through the analysis of the core appeal, the traditional mobile phone industry into the internet is strategic thinking, not tactical means, profitability does not affect the overall situation, this is a undefeated war. However, for the rapid expansion of millet, this is an important blow, the traditional mobile phone companies are not only competing for online market share, but also weakened the influence of the Internet brand millet.

Ii. What are the weaknesses of the subversive millet

The appearance of the subversion of millet, after four years of exploration, no longer ignorant fearless, began to understand the difficulty of doing mobile phones, their own weaknesses are also constantly appearing.

First, there is not enough discourse right in the supply chain. Chip, power supply, screen and many other links, any one link problems, will affect the product sales or experience. At the beginning of this year, "Change core door", can be seen in the chip of millet resources to acquire capacity. Cultivate the right to speak, not just orders so simple, need to give suppliers more profit space, so that suppliers see more cooperation prospects, especially when the supply is not sufficient, to give suppliers a priority to choose your reasons, these are not in the short term can be done.

The second is a single sales channel. 2013 Millet Mobile phone shipments 18.7 million, the premise is that the traditional mobile phone companies in the Internet channels, the millet mobile phone in the corresponding price segment has a relative price advantage. 2014 millet target is 40 million, at the same time faced with the traditional mobile phone companies in the Internet siege pressure, if only by the electric business channel, the goal is difficult to achieve.

Three is the product kind lacks. Apple can do a mobile phone a year, because more than 3000 yuan market, basically only Apple and Samsung two. 2000 Yuan below the market is different, mainstream brands at home and abroad at various price segments have a layout. Domestic single product line strategy to go through, do not.

Third, then, where will millet go next?

First of all, 10 years ago, the subversive waveguide: Looking back at the history of mobile phones, subversion is more mingtu. More than 10 years ago, the experience of the waveguide, it is worth us to think again.

2003, the Wave Guide with "the countryside surrounds the city" the strategy, breaks the handset traditional distribution pattern, for the domestic handset enterprise to lead a path. In the domestic shipments first, become the first among the world's top 10 domestic mobile phone brands.

After the subversion of tradition, the next thing to face is Nokia's channel imitation and innovation, the Chinese Cool Alliance challenge and siege. The lack of in-depth technical research, the reform channel model is not enough, so that the wave guide down the top of the tide. Small innovators tend to run the big imitators, and the waveguide eventually survives by investing in income, foundry, etc.

Back to the point of millet:

To take a step back, it can maintain a certain scale, like the Charm clan, and be king in a small circle.

If not, continue to pursue the scale, we need more in-depth into the mobile phone industry chain, rapid layout.

1, strengthen the power of discourse in the supply chain by means of capital operation or strategic cooperation.

There is strong support upstream, to stabilize the rear, only downstream marketing of the swim edge freely. The gradual running-in can't keep up with the speed of millet, strategic cooperation and even the way of capital operation, can achieve the fastest effect.

2, increase sales expansion of the entity channel.

Online market will soon become the Red Sea, for already have a brand premium ability of the millet mobile phone, offline development space is still very large. To red rice, for example, online 799 yuan a machine difficult to find, line 1100-1200 yuan the same market sales better. At the same time, multi-channel strategy is also a powerful measure to reduce inventory risk.

3, work with operators to make cross subsidy cards.

The Millet handset has the unique custom system and the Internet application layout, causes its user the ARPU value to be higher than the general smartphone user. Operators to explore the timing of traffic management, the development of directional flow, after the flow of cooperation, through Cross-subsidization can increase mobile phone profits, to expand the scale. Along this path, you can consider doing virtual operators.

These thinking only in the mobile phone field, Millet has a higher strategic platform. Where are we going? Looking forward to an unusual way.