No need to fear the great brand

I would like to make a bet with you: Within two or three years, in the Chinese mobile phone market, there will be one or two Chinese brands in the first camp, domestic mobile phones will again occupy more than half of the market share. This brilliance is no longer a flash-forward from 2003 to 2004, because it is the Chinese handset brand that has matured, has stability and can give consumers lasting confidence.

Where does my emboldened come from?

In addition to the mobile phone market changes brought about by the opportunity, the more important reason is that after more than 30 years of market economy baptism, China has grown up a group in the field of vision, ability and mentality enough to build their own brand entrepreneurs and managers.

Several once arrogant mobile phone overlord, seems suddenly scenery no longer, lonely, dim.

The immediate example is that Motorola's mobile phone business was bought by Google. As the first manufacturer of mobile communication equipment, Motorola was synonymous with mobile communications in the 890 's and almost monopolized the mobile device market. But after entering the 20th century, Motorola's luck seemed to come to an end, through many ups and downs, and now, finally found a buyer willing to buy it. Unfortunately, the latter bought it for reasons that were directed at its patent reserves, not its brand equity and profitability. Insiders say Motorola's fate will be resold once again after stripping the patented technology. This scene, let a person dejected.

The global mobile phone market in the past decade of Nokia, the momentum has also plummeted. Although its market share is still the world's first, but the downward trend has been unstoppable, the share price has fallen, the loss is serious. A famous foreign financial media even listed it as the 2012 disappearing brand. Too much of a bully?

Instead of these old nobles, in addition to Apple, and HTC This "out of nowhere," The Wild Boy, three under two, two or three years, became the leader in the smartphone market, sales and prices quickly overtook the old aristocracy.

Some people say that the decline of a few old nobles, because they did not grasp the 3G smart phone this wave of technological innovation market. On the surface. However, the concept of smartphones, the earliest Nokia proposed, Nokia has already prepared for this. If Nokia is the System platform choice error, then Motorola? They all chose the open platform Android, why did HTC come from behind? What's more, Apple's iphone uses a independently closed-closure, but it doesn't prevent it from rising quickly.

The essence of the scrutiny is that the product is out of question, after the fall of the people-Nokia's own development of the Symbian system, the user's convenience is poor, it has been reluctant to abandon; Motorola long time quality stability is poor, new product development cannot follow (fortunately, in the past two years, its smart phone has changed a lot). In addition to the original brand aura, in the product, these brands do not provide consumers with strong enough reason to buy.

Let's see how the iphone does it. The iphone pioneered the introduction of multi-touch technology, giving users an incredible experience on the screen. And its app STORE, "more than 50,000 apps, can do almost anything". This powerful feature and rich application, subversion of the definition of mobile phones, attracted countless fans flocked. You know, Apple didn't have a cell phone before. Some people believe that Apple's unique brand personality is an important factor in attracting consumers. This factor cannot be ruled out, but if these personalities cannot be embodied in the product, it is not possible to play on the ads alone with jobs.

And look at HTC. It turned out to be almost a marvel. The headquarters of Taiwan's manufacturers in 1997, has been hiding behind the scenes, busy for the world's major mobile operators to do the foundry. Please note that HTC does ODM instead of OEM. In other words, HTC has independent product design and development capabilities, but the product is affixed to someone else's brand. After a few years, HTC in the mainland market to launch a Tatsu brand, take the high-end intelligent machine route, small test (Micro bo), the market response has been extraordinary. At the end of 2008, HTC finally unveiled its hijab, partnering with Google to launch its first HTC-branded smartphone based on the Android platform. With excellent operating performance and modelling design, soon in the big brand in Europe and the United States market for consumers to accept, a leap into the mainstream smartphone brand. In the fourth quarter of 2010, HTC overtook Apple and BlackBerry as the largest smartphone maker in the US market. HTC's market capitalisation overtook Nokia in April 2011. Two or three years of time, doing what others have done for twenty or thirty years!

In mainland China, HTC lacks the market foundation, the shop goods channel is limited, but still quickly in the high-end intelligent machine market foothold root, sales growth in the first place, profit margin is also significantly higher than Motorola and other old brands.

It is worth mentioning that HTC almost does not advertise, emphasizes the user experience, relies on the product to speak. This coincides with, confirms its low-key engineer culture.

Now, what we are asking is, is the phone not a typical "face product"? Where do consumers get the courage to buy this obscure "motley goods" and show it in front of people? Doesn't the brand work?

If Iphine is being sought after in the Chinese market and the U.S. consumer is warming up, what about HTC? It is a completely new brand, and it is produced by a factory.

It is necessary for us to define the product attributes of mobile phones. Indeed, the mobile phone is a typical public, conspicuous consumer goods, consumers need to pass this consumption behavior, to define themselves, the external advertised purposes. And to achieve this goal, there are two main ways: first, the product (or enterprise) brand, the second is the appearance of the product design and workmanship.

However, the mobile phone is also a very powerful, high frequency of application of products. From the analog technology era to voice communications, to the digital era with short MMS, photo, games and other functions, to the 3G era become the main terminal mobile internet, mobile phone application is greatly enriched, the demand for product features rapidly enhanced. In other words, for mobile phones, the importance of product function more and more important, in the consumer purchase reason, the proportion of product function occupies more and more big.

In the 3G era, mobile phones (and other entertainment digital products) formed such a pattern of consumption evolution: If an unknown new product with advanced features and beautiful appearance, there will be a number of adventurous technology players and fashion tide people "taste", the formation of authoritative opinions and through network channels and acquaintances circle of rapid spread, Attract the next group of consumers to follow up and comment; When this brand of Word-of-mouth and user volume reached a certain scale, there will be a popular consumer to enter, the number continues to expand until the detonation of the market. This means that as long as your product is good enough (intrinsic and design), your product is unlikely to be buried as long as you provide the necessary access to the consumer.

That's why HTC can get out of the way quickly. Among the core elements of the brand, appearance and function, HTC has the following two items-the external quality and intrinsic quality of the products, and fortunately goes into the cycle of consumption evolution. In this era of media-led networking, the HTC brand has accelerated (which I will focus on in the next article). From ODM to own brand, in fact, only one step away, see whether it has the courage to cross this step.

Apple's iphone, meanwhile, has three major elements. Function from needless to say; Although the design of the iphone is simple, but the shape and color are independently, with a unique modern temperament; the brand, although the previous Apple is not to do the mobile phone, but the previous Apple has laid a brand personality and quality assurance of the foundation, consumers have not tube so much, like to say!

That's why Apple and HTC phones are on fire, and the spotlight quickly builds on Nokia and Motorola's twenty or thirty-year old brands. In the 3G era, the role of the brand has been significantly reduced, brand shuffling faster and faster. In the 1G (analog communication) era, there seems to be only one Motorola brand, Ericsson is only a flash in the pan; 2G (digital communication) era, and the emergence of Nokia, Samsung, LG, Sony Ericsson and other brands, continue to contend with, this elimination long; 3G (mobile internet) era, Apple, HTC, BlackBerry and other upstart rise. But the market has not packed them. This market is destined to be the leading 35 years. As long as there are innovative products out, in less than a year or two, the Cheng King immediately change the flag.

The decline of Motorola and Nokia has given the electronic digital industry an important revelation: it is time to get rid of the great brand, the old brand superstition! For these once great brands, they can no longer rely on brand equity to live, the existing brand can not protect you two or three years. For other entrepreneurs hovering over the edge of a big brand, there is no need to fear the great brands-they are not indestructible, they are more vulnerable than you might think.

The opportunity for a new brand

Back to the question of the beginning of the article, why should I have confidence in the domestic handset brand?

Because the time has come to create a new brand!

3G era, is a more focus on product function of the times, in the product function and quality of the force on the space greatly expanded; the brand of the high dam has been greatly reduced, is no longer insurmountable.

In technology, the emergence of free and open systems such as Android, the progress of domestic mobile phone chips, to provide a rare opportunity for domestic smartphones, no longer have the technical barriers to breakthrough.

Therefore, in this era, as long as there are people who are really willing to do the site to do products, as long as he has a certain independent research and development capabilities and technology integration capabilities, coupled with user needs and experience sensitivity, and not lag behind the aesthetic judgment of the times, he will be able to tinker with the products of the market lined, a competitive, A brand with a market appeal can be born in his hand-a process that is much faster than it used to be.

Do we have such entrepreneurs, managers?

Not before, and now there are some.

I used to be busy earning money, rely on celebrity endorsement, promotional rebate these small tricks even coax with Mongolia, no time to ponder the quality of products and consumer value, but also do not mind hard to do the brand (the slogan is very fierce)-even if to do, also really do not know where to start it! So, twenty or thirty years ago, China did not produce a loud international brand. Really outrageous, see others Japan, to the last century 80 's, that brand, is a pile of piles!

Today is different, China's GDP is the world's second, the entrepreneur original capital accumulation is almost, the see world saw, the mentality of peace, want to do some sense of honor business. At this time, there are few people who can do the brand in China.

I had to risk advertising and order the names of several businesses.

The first point of the name is Millet technology. When I wrote this article, I didn't see the uncover of the millet mobile phone (October 2011 only), but I noticed it after the lei of the first Millet Smart phone conference on August 16. I have to pay attention to the fact that it's an extraordinary shot.

First of all, product features. Millet known as "China's first dual-core 1.5G, High-performance fever-class smartphone," from the hardware and software configuration to see, but also worthy of the real. Because it is the latest production, Lei and willing to spend capital, to do this is not difficult. Judging from the release of the evaluation, it runs fast, standby time is stronger than HTC. Oh, I can really reach this level, it's hard not to fire.

Rare, this phone also integrates the Millet technology development of the MIUI operating system. This system, can let the user and the friend on the handset to carry on the free speech to speak, is better than sits in front of the computer QQ voice chat to be better than, eliminates the mobile phone call expense, really is tempting.

Its design is in good shape, although not too many bright spots, but in the details of the appropriate treatment. For example, logo font size, back plate matte material, all show the calm, the atmosphere, do not let people feel conspicuous.

I have to mention its marketing by the way. The first introduction of new products can be so mature, old, not simple.

1. This high configuration of mobile phones only sell 1999 yuan, absolutely high price, it is shocking. This is somewhat similar to the spring and Autumn Airlines launched a new route when the "99 Yuan ticket", and suddenly earn enough eyeballs, eliminating the early market preheating time, than do how many ads are strong. Even though Millet's first machine earns no money, it has accumulated brand awareness.

2. Millet to accept the official booking before the first in their own official network of 100 points above the community users, to 1699 yuan for the limited price of the sale of 600 sets of engineering prototypes. This recruit, not only further strengthen the price advantage, but also obtained a certain number of seed users, conducive to the formation of word-of-mouth effect.

3. Through their own official website one months ahead of time to accept reservations, not only can save source, but also to ensure the consistency of production and marketing, production, reduce the cost of the costs, while saving the cost of the channel, so that the low price of the business model is sustainable.

4. "Fever-level intelligent Machine", "Community mobile phone" concept, positioning clear, and there are differences; "China's first dual-core 1.5G" mobile phone, a strong communication force.

Finally, the millet mobile phone is also fortunate to have a good spokesperson-company boss Lei. Although Lei is interested in imitating jobs, he has not yet formed his own style, but there is no more suitable image spokesperson for his position, resume, image and temperament.

I also want a business name: OPPO.

Oppo just launched the first smart machine find, do not hesitate to spend heavily please Leonardo advertising, and continued to broadcast for several months high frequency, to leave a deep impression on people. But I am optimistic about the main reason for Oppo is not here, but its product quality is almost stringent pursuit. The find from the project, research and development to production, shipping, lasted 3 years, halfway through the change of hardware programs, the company's beta, channel business evaluation, melted down and so many twists and turns, until the TV ads broadcast two months later, the product is finally available. To achieve such a force, not ordinary people can do. Although find listed missed the best time, hardware and software configuration thus slightly lag, although this phone still has the fuselage is thick, the price-performance advantage is not obvious and so on, but, oppo this product quality excellence, not satisfied with the spirit of the shot, enough to let the domestic mobile phone industry for its future full of anticipation.

In fact, Oppo's previous non-smartphone, in the software interface design, appearance modeling, materials and workmanship, music effects, screen performance and so on are excellent. In the advertisement and the dissemination, oppo quite attentively, the thought is clear, manifests the domestic handset enterprise rare comprehensive standard.

Also the name is ZTE, Huawei, the two companies with deep technical background. In this civil product field of smartphone, the two companies follow their own marketing: down-to-earth, first to attack the low-end market, and constantly try new technology, the introduction of new type, to a superb cost-effective market share. This is what they have used in the field of communications equipment, but also the vast majority of emerging brands have to adopt the development strategy, although difficult, but more reliable and safe. As long as the product quality to reach a certain height, the user experience will rise, in time, its brand influence and premium capacity will rise to the appropriate height.

These brands are not fully fledged, but I can't help imagining them flying. I believe that two or three years later, in the domestic offices of major cities, small white-collar workers will confidently take out these homemade mobile phones, in front of colleagues proudly show off. Look at them!

Source: http://madbrief.com/archives/5943