The charm of millet Huawei: domestic mobile phone mouth war truth

By 2014, there was a steady stream of verbal warfare in the smartphone industry. Not long ago, when the Luo and Wang freely dialogue has not subsided, hammer technology and involved in the millet and the charm of the mouth of the war. Coincidentally, Millet and Huawei also because of the chip design link in the point of glue issue red. Event 1: The Battle of the Army of the Millet Demon hammer The first incident originated in Luo's claim that its official microblog had thousands of 1799 of comments a day from the day the MX4 was released. After the old Luo will publish long Micro Bo said the reward 200,000 capture behind the hand, but also do not forget to send text messages to the charm of the vice president of Technology Linan let it be honest. Unexpectedly received the reply is to remind the charm friend calm. Obviously, Luo this time is directed at the Charm clan. In the face of Lao Luo's suspicion, the charm clan certainly will not sit still. Zang, the Phantom Technology Chairman, issued a microblog response in Friday that said it would be more than a product, I can seconds they (hammer, millet) a few streets. The old Mr Luo downplayed the microblog reply that if it is cheaper than the product, we do not win you. 1799. Back to 4 months ago, that is, May 20, 2014, Hammer mobile phone Smartisan T1 official debut, the price of 3000 yuan has become the focus of the industry's hot discussion. By contrast, the MX4, which was just released in early September, was published at a price of 1799 yuan. The whole event is also unfolding around 1799. The crisis of the Navy: manufacturers are not very good prices behind the fact that the new round of the Navy crisis. In the old and Zang before the words of war, the charm of the family and millet because of the navy issue each other blame. In the face of rival attacks, the vice president of the Group of technology, Li Linan responded that this is the user's own initiative, and the charm of the family irrelevant. In fact, compared to millet and hammers, the charm of the market is obviously in the leeward. But this year began the Charm clan launched a new marketing strategy, rely on micro-blog, bar, etc. to carry on the topic of marketing, it is from behind the scenes to the podium. Since the Charm clan MX4 This product beginning, the match of the Charm clan and millet became more white-hot. The Charm family MX4 price 1799 yuan, the Millet handset 4 price is 1999 yuan. For the Charm clan, the transition is a difficult process, and lower prices, although it will lead to greater reserve, but this will also bring greater challenges to capacity. Millet is actually more difficult. The release of Millet mobile phone 4 is largely referred to as lack of innovation. In the hardware configuration does not have the advantage of the premise, the price of 1999 yuan is obviously not as good as the previous two years with a higher price. On the other hand, Millet was fined 600,000 NT dollars for selling false sales in Taiwan recently, and was exposed to privacy doors in Hong Kong and Singapore. Despite the advantages of the first, the hammer here is the biggest trouble is the capacity and the first batch of product quality problems, at home and abroad mobile phone manufacturers continue to introduce new products, the capacity of the time to a large extent will let themselves in a disadvantageous situation, and even lost some potential users. This shows that 1799 yuan and the navy caused by the war behind, Zang, lei (micro bo), Luo behind are experiencing the growing pains. It's just thatThe outbreak of a war of the mouth of the people will be temporarily shifted to the product of the topic, it is tactic. But what cannot erase is that the advent of the mouth of a popular-run is also revealing the difficulties and pressures that smartphone makers face today. Event 2: Millet Huawei because of the chip point gum problem and then fight just as the magic of millet, millet and Huawei on this side also because of the chip point glue problem. Sina Weibo in recent days called it China's small number of users said that millet cell phone 4 of the chip did not do dispensing, so that its work rough, less than the glory of Huawei 6. He also pointed out that the general mobile phone manufacturers AP Chip and the font chip (EMMC) with high-strength glue for dispensing curing, so as to ensure that the chip is not damaged when the phone falls. Millet 4 but in order to save costs, did not carry out dispensing treatment. is dispensing necessary? Samsung stood up to speak the fuse of the saliva battle is the point of the product of the glue processing link. In general, electronic products motherboards and chips are basically through the Surface Mount Device technology assembly, the meaning of the surface mount devices, is a surface adhesion technology components. In the primary stage of PCB production, the hole assembly is completely manual, the first batch of automated machines can be put in some simple pin components, but the complex components need manual control to carry out wave soldering. Dispensing is actually a process, also known as sizing, gelatinize, potting, epoxy, etc., is the electronic glue, oil or other liquid smear, potting, drip to the product, so that the product has to paste, potting, insulation, fixed, smooth surface role. For such comments, Millet new Media director Zhong Yufei responded that Millet has been committed to promoting the mobile phone industry transparent, so that users understand the selected products. Millet thinks that in this process, dispensing is not a necessary step. Only when there is a problem in the structural design of a device, the chip tin ball cracking in the drop test needs to be treated with dispensing. Millet also pointed out that the glue will have a lot of trouble, if the equipment structure design is reasonable, in the drop test can be qualified, there is no need to glue. In addition, he cited Apple's iphone motherboard chip also without glue, mainly thanks to its structural design. To sum up, millet thought that dispensing technology is more used to play patches, not the use of a point of gum products is better. Since then Huawei mobile phone product line Operation support director Gao Gao responded to Millet said, because of the chip and PCB contact area is larger, the main role of dispensing is to prevent the phone drop, squeeze, bending caused by welding cracking, the reliability of the machine is helpful, but the disadvantage is the maintenance of lower, Huawei and other manufacturers will give priority to reliability, so the use of dispensing program. To the warming of the incident, for Huawei's explanation, Samsung mobile hardware Engineer Galant V also participated in and replied that the Samsung mobile phone is the same, AP, PM and RF parts of the large chips must have resin. Focus: Details determine success or failure although it is only a modest point of contention, but this time the war of words reflects the manufacturers in the product's attention more attention to detail. MaybeBecause of the lack of a small process design, there is the risk of losing everything. Saliva warfare Analysis: Cell phone market saturation, or joint speculation, or life-and-death not long ago in the latest IDC report, we see that the overall trend of domestic smartphones in 2014 has slowed significantly from 2013 years. This means that consumers in the selection of products will be more targeted to choose, which undoubtedly to the various mobile phone manufacturers have brought new pressure. The struggle between manufacturers is the inevitable conflict in such a large environment. There is the industry's outspoken suspicion of mobile phone manufacturers to jointly speculate suspicion. Coupled with the domestic smart phone industry competition is so fierce, smart phone competition is not only relying on whose channels richer, but also more in the marketing aspect of the formation of competition. Behind the same mobile phone, the idea of marketing is more prominent. We can also feel the recent emergence of these two-time war can make the brand value and even products in the hearts of users to upgrade, so as to gain greater visibility. From this point of view, the millet, the Charm clan, Hammer, Huawei in fact will eventually profit. Another aspect of the analysis also makes sense. The appearance of the war of mouth may be the confrontation between the manufacturer and the manufacturer. After all, in the smartphone saturation today, the product in the hardware configuration has not been much different. How to attract a limited number of users to choose their own products really need to think hard, with the form of the mouth of a fire can directly attack each other's weaknesses, so that their brand advantage is more Dahua prominent. However, instead of spending a lot of energy to fight a war of words, it is better to plan your own products. Some word-of-mouth is not done through marketing, but through the user in the use of the process really feel good and mutual transmission. The value of this dissemination is often greater and more enduring.