Millet push 399 yuan ultra low cheap machine behind: Speeding up the death of Chinese Shanzhai machine

It was probably 2008, when China set off a wave of shanzhai phones, 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 the mobile phone swept all over China, almost to the Fuzheng. 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 smart machines, in addition, the international giant's advertising has not been brushed there, they usually think that Apple is a kind of fruit, or Samsung is a bicycle, in this environment, exquisite appearance is the first choice for this group, not to mention, generally low consumption capacity, Make the users there more sensitive to the price, which is the first meaning of the Shanzhai manufacturer! 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 can pianan a corner, but because of the fierce competition of smart phones, resulting in the channel sinking, it isBased on this, millet, cool pie, Huawei, ZTE and other famous brands began to seize the low-end market, and priced more humble than Shanzhai, which will give the cottage industry two kinds of situation: either busy transformation, or busy to die, not to mention, they also face chips, displays, patents, copyright 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, Qualcomm's 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 recognition, 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. The era of the logo, how to change the cottage machine? Do not know when the beginning, China entered a logo era, we have every item of basic necessities 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 iphone users in the country spend 5288 of dollars to buy tyrants gold, but only to telephone and Weibo, some Apple engineers have developed new technology has not even been activated, but these people do not feel the loss, because they bought an apple logo, That's why the most popular phone kit in China is the kind that can expose the Apple logo. It can be said that the Chinese love the logo culture, the success of the cottage business, they can provide any goodsThe high imitation of the works, but also destined for the ultimate tragedy of the cottage machine, after all, the 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 most likely fate of Shanzhai manufacturers, not the reverse attack of cock silk, is not ashes, but is branded business amnesty, with its own unique advantages, common and accept their own brand to develop low-end market: in fact, the single technically speaking, shanzhai manufacturers are not no 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 how to marry out of embarrassment.