When famous people are killed in the mobile phone industry, do they know what they're facing?

Two days before the news about Jay Chou and Higen do not get to the bottom of the phone, there is a celebrity here to do mobile phone, he is the same as Luo has engaged in English training cause of "Crazy English" founder Li Yang.

On top of these two, coupled with crosstalk actor Wang Zijian, and two industry big-name--le-Vision and 360, for now, the 2015 mobile phone circle in the number and quality of new people, seems to have not lost last year. So what are the markets that these newborns are facing?

What's the weather?

In fact, the current industry's thunder is not good, on the one hand, the market eliminated in the acceleration, the data show, 2014 years of our mobile phone brand as high as 540, but in a year time disappeared 140, the elimination rate of nearly 25%. Although in the short term this flood will not be swept to the back of the strong capital and users of the big manufacturers, but the impact of fierce competition, including the Cool faction, ZTE, such as well-known brands and even national representatives, in the performance of the fall is also obvious, and the elimination of the tide will not stop this, In 2015 there will be a large number of mobile phone brands fall in the long river of the market.

In addition, mobile phone shipments are also falling in 2013, the Chinese market mobile phone shipments to 423 million, 2014, down to 389 million, the decline of 8.9%, mainly because the domestic market has been very limited user growth, smartphone iteration has been basically completed, This year, the main growth of the space is 4G terminal upgrades, in addition, the overseas market has become one of the first choice for manufacturers to ensure growth. But for emerging brands, the 4G terminal is a much-watched quagmire, and the overseas market is a bubble to catch up, both sides are not easy to get the benefit.

What's the location?

While the idea that mobile phones are about to be replaced by wearable devices is absolutely extreme, but there is no denying that smartphones are not easy to make a big leap this year, because they are close to the ceiling, and the next development, and how to develop, is largely out of the hands of manufacturers.

The main reason for this is technology, the smartphone wants to go ahead with the current tree map, so the first thing to solve is a series of technical problems, such as the popularity of flexible screens, battery quality and better performance of the camera, and so on, and this needs to rely on optics, electronics, machinery, Materials and other basic science have a concrete breakthrough to achieve.

Some people say that vendors can work on the way of experience and interaction, for example, the popular body sense is the physical interaction and so on, yes, this is a good place to go, but you know, they also need a strong performance and endurance to allow a series of new interactive tools to be properly applied to the phone, Otherwise, it can only become a concept machine.

Rather than just hardware convergence, the same goes for software, at present, several major mainstream systems, including branch systems and emerging systems, the basic logic of the gap is not small, functionally you have me in my I have you, in the future, the competition is more ecological control and maturity, that is to say, the competitive surface will be more subdivided, And for the backward manufacturers, in the absence of users on the basis of the need to achieve results is not easy.

People and how?

It is not clear that Jay Chou is continuing to launch the OEM mobile phone, or as the rumor that through the investment of the Nubian curve to develop mobile phone business, but Li Yang's crazy mobile phone has been basically able to determine a mess of the OEM, but compared to the two, Wang Zijian for their mobile phone to draw the pie is clearly more like and have some to see some, Vaguely there was the shadow of the Luo on Weibo. But to think carefully, the hammer phone itself is a heterogeneous, another crosstalk actor to the mobile phone market can take out what dry goods have yet to be discussed, not to mention, Wang Zijian in marketing skills and advantages, can not compete with the old Luo.

In other words, their three celebrities launched the mobile phone, to a certain extent can only be classified as a vegetable industry, and even Li Yang's crazy mobile phone is not even a small dish, really want to let the industry have a certain expectation, still have to count on the music and the 360.

Specifically, the music of the mobile phone emphasizes the ecological, and 360 mobile phone emphasis is security, the ecology of music is it behind the music network and music video TV, and 360 is based on security guards as a fundamental, packaging their own series of mobile applications composed of "ecology", to say that the two families have what is consistent? That's probably all bragging too much ( Of course, there are also to stimulate the purpose of the share price, and the industry to see too optimistic.

First look at the music, for smartphones, le View proposed "platform + content + Terminal + Application" of the combination of boxing concept, however, its largest relying on the music network, itself is an open platform, its content advantage is circulating, the music to see mobile phones can be circled to the only limited competitiveness, not to mention other video sites are burning money to buy content, are also in their respective hardware or ROM sustenance, Lok see can also turn up many waves?

And 360 is more radical, red dress the archbishop even say can kill all mobile phone, but the problem is, in the security ability of the real cow snapping BlackBerry can only play the heat, you 360 can rely on the concept of security set up a good mobile phone? At least one obvious problem is that How do you convince consumers not to choose to install Jinshan on mobile phones directly Baidu, Tencent and other security products of the 0 Cost method, or not to buy built-in security services, but in the maturity and visibility of the millet, the charm of the family and other mobile phones, but choose to buy unknown 360 mobile phone?

Not to mention, in addition to the main selling point, capacity, channel, price and marketing links, the test of emerging brands are more than two years earlier, a new brand called again loud and high, and finally to limit the purchase of words, users will not pay, on the contrary will give more sparse latitude.

Summary

These are the mountains in front of the new people in the mobile phone circle, summed up, is fierce competition, narrow market, user tricky, and in these three aspects of pressure, emerging brands want to break out of their own road is undoubtedly very difficult, and even to describe on thin ice. However, another way of thinking, it is because of this, the market is more interesting, can be successful manufacturers will be able to stand more solid.