Is it the hope of the traditional handset manufacturer that the independent electric dealer brand is?

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Text/Western Region Knife Guest

Since 2013, the traditional handset manufacturers by the millet and other "internet mobile phone" brand impact, have to test the water from the construction of electricity business platform, until the separation of commodity licensing independent operation, with a view to confrontation or erosion to millet as the representative of the Internet mobile phone brand market position.

Nearly a year later, Huawei, Cool faction, Lenovo, ZTE's four major families of traditional domestic mobile phones have built their own electric business platform and independent brand, a variety of market information shows that these traditional mobile phone companies from the brand, still burdened with heavy baggage, but has become the most active ingredient in the market.

Independent electric Business brand is an inevitable way to adapt to mobile internet

Although the media proving, the traditional mobile phone companies to create independent electric brand is affected by the "Internet mobile phone", such as millet, but the knife has always been that the traditional mobile phone companies have been affected by the new mobile phone companies such as millet, rather than the Internet, especially the rise of mobile internet, The brand marketing and channel strategies of traditional mobile phone companies have been influenced by users who are increasingly adapting to the Internet model. When the behavior of mobile phone users from the line quickly into the line, the traditional mobile phone enterprise's original marketing model and brand promotion did not change, to the millet, such as a number of emerging mobile phone companies quickly rise to opportunities.

In essence, the new mobile phone companies such as millet are not internet companies, they just use the means of the Internet to carry out effective brand management and user services. At this point, these start-ups are no different from brand management companies that do not have a health line in the traditional it and consumer electronics sectors, but are increasingly relying on the internet to magnify their brands more quickly.

And this is the traditional mobile phone companies due to the traditional channels and operators of various constraints can not adapt quickly to the environmental changes of the mishap.

Mobile phone user behavior (product information acquisition, purchase and service) from the line into the line, the inevitable demand for mobile phone manufacturers brand marketing and services must be transferred from the line to the line. However, "China Cool Alliance" since the operation of mobile phone products, has been the agent channel and carrier channel based sales system, and did not form a rapid response ability to adapt to the requirements of users and markets, both to cut into the online sales and brand promotion, offline channels and operators to become the interests of such changes in the constraints. This is what we saw in the early 2013, the plight of the Chinese cool, although the various families in the direction of the Internet marketing to change, but still can not touch the pain point of the user needs, not only in the product about each other, and offline channel sales losses increased.

The establishment of independent electric business brand is a new way for Chinese traditional handset manufacturers, and it is also the only way to adapt to the Internet to the mobile phone industry and even consumer electronics revolution.

As a result, a far-reaching impact on China's mobile phone industry, independent brand of the war in 2013 opened the curtain.

Research and supply chain advantage become the biggest advantage of independent brand competition

When the internet has a huge impact on the mobile industry and the emerging "internet phone" poses a huge threat to traditional manufacturers, accustomed to the offline channel of the traditional mobile phone manufacturers do exist a period of confusion, but when the independent electric business brand strategy to establish the Huawei, cool faction as the representative of the manufacturers quickly found their rightful place, Although the internet marketing is still a little rusty, but quickly adapted to the Internet marketing methods.

The creation of an independent brand of traditional handset makers, represented by the great God of cool and Huawei, has freed itself from the limitations of traditional channels and the shortcomings of the original research and development system. To the Internet as the position, faster and more accurate understanding of the market and user needs, not only the price of products quickly down to more pro-people's range, and product special and design more in line with user psychology.

After a stage of the Internet baptism of these independent brands, its behind the mother brand strong research and development power and strong supply chain management capabilities, not only can quickly form the advantage of products, but also in terms of supply, basically no worries, the sale of its products can be quickly enlarged.

According to the public data, after the arrogance of the brand independence, the total sales have reached 5 million units, which is only less than a year, while in the overseas market to form 500,000 units of sales.

Although there is still no accurate data on Huawei's glorious sales, there has been unconfirmed information in May this year that it has sold more than 4 million units.

In fact, a little careful user has long been found that the long-term entrenched Jing Dong, suning best-selling mobile phone list, is the cool great God series, Huawei Glory and ZTE Numia series.

When the traditional mobile phone manufacturers learned to use the Internet way to the original product development and marketing system upgrade, the original product capability has been rapidly upgraded, market space will suddenly become enlightened. Huawei's own chip, industrial chain advantage and cool in dual SIM card, 4G research and development of the accumulation, but also quickly formed a product competitive advantage. At the same time, traditional manufacturers in the range of endurance, product stability and other aspects of the unique characteristics, further reduce the quality of the product due to the reputation of the decline in the risk.

Domestic mobile phone four family of Lenovo and ZTE, although in the Internet Marketing area is not outstanding, in the process of doing independent brand is still hesitant, but as the overall independent brand market volume growth, their ability to release the opportunity still exists. To make the ultimate product with the ultimate marketing difficulty is very big, but let the ultimate marketing in line with the ultimate product, in fact, just a matter of time.

Independent brand to go well, need to avoid excessive marketing

Although the media industry was not optimistic about the traditional manufacturers of independent electrical goods, perhaps millet as the representative of the "Internet brand" too dazzling. But in fact, the Internet is only a channel of information transmission, but the existence of this channel has changed the relationship between the manufacturer and the user, which is only a factor affecting the mobile phone such consumer electronics.

Never heard of Apple or cook, or traced to what Steve Jobs said about "internet thinking," But Apple's iphone 6 is still bursting, and from that point of view, good products still speak.

Traditional domestic mobile phone manufacturers, before just to bow their efforts to do products, now as long as the bow to do the product at the same time, the head to do with the product matching marketing and User services.

The so-called emerging "Internet brand" to the marketing to see more than all the practice, does not conform to the basic rules of consumer electronics. And over marketing once the corresponding product quality can not be done, the damage to the brand will be permanent.

In fact, not all users like interactive communication, product positioning determines its marketing methods personalized expression. For young people who have just entered the society, when reconstructing social cognition and self localization, it is necessary to express the means from outside, which is also a characteristic of millet users ' paranoia. And for the normal mobile phone users, in fact, the mobile phone is just a communication and entertainment tools, they need to conform to their social characteristics label brand attributes and excellent use of experience. Especially the big God, the glory and so on the model which locates in the business crowd, must avoid the publicity and the paranoid dissemination style.

We will buy a hammer phone for the old man, but not necessarily everyone will use it. It's like Samsung is paying big bucks for international stars, who can advertise for Samsung, but they still use the same iphone.

As Lei himself said, the success of Millet has too many accidental ingredients, millet today's noise is a game can not be played chess, but today the traditional handset manufacturers independent brand to go, is an inevitable way of industry.