Mobile phone low Ebb brand handset selling: Hardware upgrade acceleration

"Domestic mobile phones should bid farewell to the past only to spell the price of the era, these two years, technology, brand, service, marketing mode of innovation ability will become the main theme of competition." ”

The new wave of withdrawal of the mobile phone factory seems to have already begun, and at the beginning of the lively scene, many people at the end of the time when the impulse of the handset chose silence.

"In the last half of the year SEG's building ran 7 of bosses, Huaqiang North, several other mobile phone business building also ran several." "Wang Ming (alias) is a real estate intermediary company employees, this year, witnessed the mobile phone industry's surface scenery and the bitterness behind." Wang Ming told the first financial daily that the recent mobile phone business is not good, the property is also depressed. "The vast modern window is now (rent) is about 90 yuan per square metre/month, this time last year is about 160 yuan bar, by the beginning of this year, the time fell to 120 yuan." ”

Last week, when the reporter in Huaqiang north scene, see, more than 20 floors of office area on almost every floor has four to five empty shop is for rent, many have already left in half a year ago.

Insiders in the micro-blog to evaluate the current mobile phone industry: Like a highway, the road driving various types of cars (mobile phone companies), the road minimum speed of 60 km, the maximum speed limit of 120, the road over the speeding camera. "What kind of car can go through the corners at high speed? What kind of car will not be fined? What kind of car is going to be running high?

The answers to these questions now seem to be getting clearer.

The Opportunist leaves the field

A week ago, the editor-in-chief of the Shenzhen mobile phone industry visited friends in the modern window when they saw the situation: about 20 of the original 23-story mobile phone companies currently have only 9, others are closed. A mobile phone company also opened the door to tell him that a month or two, the company here is the most close, business difficult to do, the company can only ship one hundred or two hundred a day, before every day can send thousands of units.

"The mobile phone industry is the Matthew Effect, and the trend of industry integration and industrial upgrading cannot be reversed." The editor of the mobile phone industry magazine told reporters.

Some companies to provide chip sourcing or overall solutions have given these manufacturers hope, MTK an official price of 14 to 15 U.S. dollars MT6575 Chip plug-in quotes also rose to 29 U.S. dollars, directly fired 1 time times higher. Even so, demand is still in short supply.

By this Dongfeng, many people from the functional machine market to kill into the smartphone market. It is understood that the first half of 2012 China's smartphone shipments have reached 94.855 million, accounting for the same period of mobile phone market shipments of 48.66%, showing a high growth trend.

But perhaps it is too optimistic about market expectations and competition to make this one of the "cottage ebb" so fast.

"3G era operators to increase the strength of the unprecedented, in the low-end mobile phone market, there are carrier-subsidized brands are often cheaper than mobile phones, and many people in the switch is more likely to choose a brand, more secure mobile phones." Su Feng, vice president of cool, told reporters that the mobile phone price part of the operator has fallen to hundreds of yuan, or even lower than the cost of mobile phone manufacturing, the competitive advantage is obvious.

Some small mobile phone factories have begun to carry on, there are mobile phone sales people describe the current day is "languish." An employee said: "Because it is really no money, the loss of a few also have to lose every month QQ bar." ”

"Three years later, the country's mobile phone companies may only have hundreds, at present China has more than 800 formal mobile phone companies and thousands of informal enterprises, more than 1000 mobile phone brands, but this should pay more attention to a large number of small enterprises will be transformed the way out, the whole mobile phone industry how to upgrade. The chief editor of the mobile phone industry magazine told reporters.

Domestic brand Machine Run

Compared with the cottage machine, domestic mobile phone brand camp appears relatively lively.

In November, the new products issued by domestic brands, in addition to the Charm clan MX2, there are steps high vivo X1, cool faction 9960 and ZTE Nubia, are positioned in the high-end. Research company Canalys's report shows that the third quarter of this year, China's local brand market share advantages, China's smartphone total shipments of more than 50 million, and domestic brands share more than 60%.

"This year's sales target is 10 billion yuan, has been completed ahead of time." Su Feng to reporters that the current annual composite growth rate of cool is 60%.

TCL Communications, the latest internal sales figures show that 2012 years ago 10 months, TCL total sales reached 4.29 million units, intelligent terminal Sales surged 274% from a year earlier, driving the overall average sales price from the first half of last year's 30.3 U.S. dollars rose to 35.1 U.S. dollars. In addition, ZTE, Huawei this year's smartphone shipments are also expected to break through 65 million units.

But the industry is widely believed that, although the sales of a large increase in the domestic brand of mobile phones to earn more is a yell. It is understood that, compared with the gross margin of nearly 30% a year ago, price warfare and hardware configuration have made this year's smart phone gross profit margin fast decline to less than 20%.

"A year after three years of road, the past PC in a few years to complete the hardware upgrade, now the mobile phone industry completed in a year, from the dual core to four core, and then next year's hardware upgrades, very fast." "ZTE Mobile phone brand department general manager Mavinlong said."

"ZTE will push eight nuclear handsets next year." Mavinlong told reporters that the future of hardware competition is inevitable, but the mobile operating system platform and offline experience shop competition will become increasingly fierce. He predicts that the mode of sales in mobile phone stores will soon be eliminated.

Rather than increase profits, a cell phone researcher, who declined to be named, told reporters that domestic phones should devote more effort to research and development. He noted that at present, the "autonomous" operating system of domestic mobile phones is more in the "Plastic surgery" for Android, and did not build the corresponding ecosystem, even ignoring the ecological importance of the operating system, but also only in Linux or other open source operating system, such as the core of the base on the frame, and can not achieve the Autonomy ". Once the future OS charging, terminal prices do not go, the situation of domestic mobile phones will become very passive.

"Domestic mobile phones should bid farewell to the past only to spell the price of the era, these two years, technology, brand, service, marketing mode of innovation ability will become the main theme of competition." "The researchers said that one side is the price war, while the brand upgrades and continuity, the future of the mobile phone manufacturers will also experience a period of pain, and in line with international standards on the road, we also have to endure a certain loneliness."