Terminal subsidy era end mobile phone to go market segments is the King

In recent years, handset terminal manufacturers and operators to cooperate, has been the mobile phone industry's most mainstream sales model. It is understood that China Mobile's 2013 mobile phone subsidy amounted to 26.3 billion yuan, 3721.html ">2014 Year plan to increase significantly to 34 billion yuan; In addition to China Mobile, Unicom and Telecom are also interested in reducing handset terminal subsidy, concentrating power on the 4G competition. China Unicom 2013 mobile phone subsidy 7.8 billion yuan, in 2014 years, the subsidy will be reduced to about 6 billion yuan.

According to the people concerned, in order to reduce the negative impact of "battalion reform" and to keep profits, the three operators planned to cut more than 10 billion yuan of mobile phone terminal subsidy, including China Mobile accounted for nearly 70%.

For operators, the increase in terminal subsidy is the best way to draw users, the method is simple and feasible, the effect is significant. And in mobile phone manufacturers, holding the operator's thigh, and found a distribution capacity of a strong sales channels. But the annual subsidy is a direct result of a tight cash flow for operators and a sharp rise in earnings pressure, which is also around the world's operators.

But this year, operators have clearly felt this negative pressure, and constantly tempted to cut or even cancel the mobile phone terminal subsidy action. At the same time, before the advent of the 4G network, China's three major operators have threatened to make their own brand of mobile phones.

The three major operators of this initiative, the most affected by domestic mobile phones. The carrier's strong subsidy becomes the biggest cause of making money for domestic mobile phones. At present, the domestic market share ranked in front of the domestic handset manufacturers, mostly rely on carrier channel sales. In addition, high-end handsets such as Apple, which rely on subsidies to become arcades, also have an impact.

At present the operator of the thousand-yuan intelligent machine orders for each of only 10-15 yuan of profit, if the large-scale marketing of their own will even lose money, and operators and traditional channels are different, not first pay after the delivery, but first pick up the money, "the account period has been extended, but also to the operation of the manufacturers brought no small pressure." If you cancel the subsidy, how long will the domestic machine be?

In this respect, Green Orange CEO Wang Xun said, the handset subsidy distorts the massive user to the hardware value understanding, also distorts the terminal actual cost, causes the manufacturer, the operator to form the different internal friction. The high end subsidy policy in the long run is not conducive to the healthy development of the industry. From the whole industry chain, operators and terminal manufacturers only from the technology, service and business model innovation, and reshape the new healthy eco-industrial chain.

When an existing market is more mature and stable, if the old enterprise wants to find new growth point in this market, if the new enterprise wants to enter into this field for the first time, the best way is to subdivide the existing market and analyze whether there is a market and whether there are any enterprises in the market.

Of course, throughout the domestic machine market, do mobile phone market segments are also very many, the United States, such as graphics, music, business, the elderly machine, children's machines and so on. Although these subdivisions do not wind up in the public eye, profits may be higher than the existing mass model.

And for the custom concept of the Smart machine market in the green orange phone, has been in the field of differentiation to innovate. According to reports, Green Orange next to the new machine will be officially the main outdoor market segment, the reason for the choice of outdoor market segments, Green Orange CEO Wang Xun has said that the integration of a variety of outdoor high-tech elements of products, will become the leading young people positive upward, full of positive energy lifestyle vane. And now the social environment, people urgently need to go out, the future, the outdoor market must be a big cake.

In this respect, insiders said, when a market reached saturation, to find new profit growth point. At this stage, to seize the market segment is the king, but the world does not happen overnight, any market needs the right guidance, positive publicity, strong products, of course, also have the ultimate experience.