The cool way of the reform

2014, China 4G Rapid development, at the end of October, China Mobile 4G users breakthrough 50 million, advance to achieve the annual goal. As one of the three coaches driving the development of 4G, the depth participation of the terminal industry is indispensable. Speaking of which, we have to mention the cool pie.

According to Saino data, this May, the cool-pie curve overtaking, to 23.1% of the share of China's 4G mobile phone market First, a comprehensive surpass Samsung, Apple, which is cool pie for the first time to achieve 4G domestic market share of the entire industry first. In the semi-annual results conference, cool executive Director, Vice president and financial President Chao is put down malicious words, the annual shipments can reach 50 million units.

Looking back over the past year, the cool 4G thousand-dollar machine strategy with its low price and product implementation and supply support capabilities to enable more users to lower the cost of purchasing and time to become 4G users. In a sense, cool has speeded up the development of 4G throughout China.

However, in the second half of the year, Apple, millet, Huawei and other domestic and foreign manufacturers frequently exerting force, and constantly through the introduction of new products, to expand channels and other ways to open a new situation In the first half hand over the perfect answer the cool pie is particularly low-key. Until recently, the cool faction is brewing "a demolition of three" major "reform plan" official exposure, suppressed six months of "big recruit" finally appeared.

September 23, the cool official Weibo said: "In view of the market situation, cool pie timely product quality and channel adjustment strategy direction, respectively, for operators, electric dealers, open market three kinds of channels to expand the layout." "At this point, the cool faction of the" one to three "plan to become a reality, for the operator channel to provide cool pie yulong, for the electricity channel to provide independent son brand great God and open channel for the" Mysterious new brand.

From 2007 Apple launched the first smartphone, the industry from the blue sea a red blood killed. Especially in the domestic market, new players continue to enter, veteran repeatedly out of the novel, as in the mobile phone field more than 10 years of "veteran", Guo Deying or some experience.

First of all, to do the product layout. In the process of enterprise development, by virtue of dual SIM card with the characteristics of invention, cool faction officially into the mobile phone industry. When the smartphone becomes more and more popular, the cool sends the whole price intelligent terminal, especially in the middle and low-end market which is represented by the Thousand Yuan machine to gain quite abundant thus formally enters "the Chinese Cool Union" the first line camp. The success of these two key points for the cool distribution market, the pilot 4G to do enough to pave and accumulate. In the 3G terminal heyday of the era, cool gambling 4G, a year ahead of the layout, swallowed Qualcomm 80% chip orders, one by one to achieve the curve overtaking, in the 4G terminal Market to stabilize the leading market share. At the same time, in product research and development, cool faction also maintained a special sensitivity, has been invested in huge human, material and financial resources to ensure the technical strength of the product. It can be said that in the product layout, early, fast, new, all these points, cool pie are doing a good job, so also made a decent market performance.

Secondly, to do a good job of channel layout. The Internet age, wine is also afraid of Deep alley. Do the product itself does not guarantee sales, the key is to win channels. Cool send a very important channel is the operator, 4G early development, cool sales climbed a very important condition is to get the operator's terminal subsidy, which can be said to be a result of much win. On the one hand, through the channels of operators can faster completion of the shop, the payment, on the other hand, through the terminal subsidy to reduce the user side of the purchase costs, while operators can quickly use the terminal to develop the first batch of 4G users.

According to the cool faction, operator channels accounted for about 50% of the total market capacity, the other 20% is the electricity business market, 30% is the traditional channel open market, the next 3-5 years will move towards balance. While maintaining the basic pattern of the operator market, the cool faction has the intention of exerting power and open channels. The introduction of the Independent brand Great God is the first card of cool, according to the expected goal, the great God Planning Sales breakthrough this year 10 billion yuan, sales of more than 10 million units, into the electrical goods brand after millet, Huawei after the top three.

According to the "one demolition three" plan, the two cool-sent executives to make their own, independent brand operation. This is different from the previous glory of Huawei, which is a complete dividing line. In addition to the brand aspect of the division, Guo is more interested in different channels of strategic differentiation. In yesterday afternoon's new product conference, the cool faction introduced the brand Ivvi, mainly takes the offline channel sale, namely to the open channel product.

Operators, electric dealers, open channels of the product layout is basically clear, three-pronged, cool pie is also a rough spell.

Sales channel reform is the first step, the next is the personnel rumors, some people speculate, the chairman Guo Deying or walk yongping old way, to take a backseat. But people familiar with Guo Deying know that, according to his character, is not likely to enjoy leisure. The establishment of new companies, the introduction of new brands, FDD licensing is imminent, Guo Deying still have a lot to do, not to mention behind the scenes.

According to statistics, cool at present in the domestic smartphone shipments to stabilize the top three, the annual composite growth of more than 70%, 2013 mobile phone sales of more than 22 billion yuan, is the "China Cool Alliance" four brands in the fastest growing, the future can be.

But in domestic manufacturers, foreign manufacturers eyeing the terminal industry, cool faction want to maintain the momentum of development, split independent brand is still far from enough, grasp the positioning of the product is the fundamental.