Mobile phone companies are once again "accelerated demise"

Absrtact: Small and medium-sized brand mobile phone enterprises have been accelerated extinction recently, Lifeng (LePhone) mobile phone chairman Huangminghuan to the media, 3G market such as dumping goods in time will die out a lot of small and medium-sized brand enterprises. High-end markets require huge inputs to sustain unsustainable, low

The small and medium-sized brand handset enterprise Again "is accelerated to die"

Recently, Hundred Lifeng (LePhone) mobile phone chairman Huangminghuan to the media, 3G market such as dumping goods in time will die out a lot of small and medium-sized brand enterprises. High-end market needs a huge investment to support unsustainable, low-end is now cool, millet and other enterprises into the Red Sea market, so for small and medium-sized brands, the need to work with internet companies, operators to cooperate in market segments to have the opportunity. Huangminghuan estimated that the current domestic mobile phone brand has 500-600, is expected to shrink to 50 before the end of 2015, more than 90% domestic mobile phone brands will disappear.

Need to admit that, a large number of inventory easily lead to cash flow tight, affecting corporate profitability and even survival. Also need to admit that some big brand mobile phone companies to play a low-cost strategy, indeed crowding out the market space for SMEs. In addition, 4G mobile phones in research and development, upstream capacity acquisition and other aspects have a high threshold for small mobile phone manufacturers to challenge larger.

But these can not directly draw the conclusion that the small and medium-sized brand handset enterprise accelerates to perish.

First, the 4G era, does not mean that 3G mobile Phone no market, has become a tail goods to be immediately dumped. The first is not to say that 4G has just started, has not yet popularized. is in the process of rapid popularization, but also gradual. Lenovo Vice President Zhang Hui has put forward the view that 3G is not to clean up the inventory, in the 四、五级 market is still a big gap.

Second, cool, millet and other small brand enterprises to squeeze the market space is not a day or two days, so many small and medium-sized enterprises to survive, have their own way of differentiation. The operator cancels the subsidy, will make the traditional carrier cooperates the brand to enlarge the social channel expansion strength, also will squeeze the market space. But I believe that the big brand enterprises have a good account, small brand manufacturers have over the wall ladder.

Third, the high threshold of 4G will only reduce the pace of small brand follow-up. According to the Ministry of Information Network data, as of March this year, there are 4G mobile phone network manufacturers less than 30, basic are major brands, but by the end of June, there are already 90 or so. Small brand debut, is the beginning of 4G prosperity and popularization.

Regardless of size, the old brand continues to die, the new brand is constantly born, a wave of waves

The development of any one industry is such, the enterprise of Evergreen is after all a minority. It is difficult to change this wave-like pattern, whether it is good or bad.

2006, with the transfer of Siemens mobile phones, Kejian, Gao Ke, panda, such as the first generation of domestic big brand mobile phone back to the city, the industry experts are sensitive to judge: the mobile phone industry is the core technology competition, low technical content or do not have the core technology of mobile phone manufacturers must be forced to exit Some may even die in the absence of core technology. In the past two years, the mobile phone industry unprecedented prosperity, only TD-mode mobile phone manufacturers have three hundred or four hundred, how many have the core technology? How much is not a price war? Millet and other Internet mobile phones do not have the core technology, the price war, but become winners.

I believe that these 6 years there are many enterprises exit or imminent exit, there are big brands such as Nokia, Motorola, waveguide and so on, there are many small and medium-sized brands are not named. However, there will also be new big brand (such as Apple), small brand.

Therefore, it is recommended that big brand manufacturers to judge the fate of small and medium-sized enterprises, but also think about their future. For example, hundred Li Fung, the main overseas market, mobile phones have been sold to 33 countries, with the global mobile phone market growth slowed, the Chinese cool Alliance, such as greater brand enterprises to go to sea, will also be squeezed by market space. In the domestic reliance on the three major operators, operator subsidy pressure drop, but also need to quickly channel transformation to deal with.

Small and medium-sized brand mobile phone companies such a long tail market will exist for a long time, and gradually reduce or will be mobile phone manufacturers

1, conservative look, handset manufacturers to reduce, mobile phone brands to maintain a certain number of

It is necessary to look at the handset brand and the OEM manufacturer separately. The latter is pure manufacturing. Manufacturing costs are high and entry is difficult. A typical business-to-business enterprise, with a meager profit, wins by scale, such as Foxconn. Mobile phones can have a variety of design options, but at the manufacturing level is more standardized, but also easier to specialization. Large-scale production and specialization will push the number of handset manufacturers to decline. User demand Diversification, for the size of mobile phone brands to provide production space. Inevitably, some small and medium-sized brand manufacturers fail because of poor business. At the same time, there will be a number of users to meet the specific needs of mobile phone manufacturers to embark on the stage, such as Hammer phone, the United States Mito mobile phones.

2, radical look, handset manufacturers greatly reduced, mobile phone brand business increased significantly

The radical view is predicated on the confidence in the development of new technologies.

One is 3D printing technology. If it is possible to print a mobile phone with a 3D print technology, a large number of mobile-phone manufacturing can be shut down or transformed, but no matter what, no more manufacturing companies are needed. Optomec Company in 2013 in the United States and Asia to obtain a number of highly conductive circuit, passive structure (such as resistors, antennas), micro-structured electronic products and other patents, is to print mobile phone direction.

The other is Google's modular mobile phone program. All components are made into modules, consumers buy the module, is no longer a machine or parts, just like the computer DIY market. Not only reduce costs, but also meet the needs of people to the maximum. Activation of the user needs to activate the booming industry, upstream manufacturers can not only directly to produce a good module to sell the machine manufacturers, but also directly in the electronic store channels to shop, direct sales to the user. Handset manufacturers face a crisis.

If the two items in the same realization, the formation of a certain size, will greatly reduce the number of handset manufacturers. At the same time, as users need more and more diverse, do mobile phones become more and more easy, there will be more and more small and medium-sized brands and even individuals into this area, the number of brands will increase significantly.