In the past 2017, you have seen more than Huawei Mate 10, millet 6, Iphone X (ten), OPPO, vivo a series of cell phone new favorites released one after another, but you are also sure to have more or less heard of once several cell phone industry giants one after another failed miserably in the competition.
A few days ago, you must have also read the news that HTC, once a household name with a huge popularity and a market capitalization of up to 220 billion yuan, ended up selling only 7.2 billion.
Thinking about that is still more than 6 years ago, that time they buy a HTC can and Apple owners call the day is gone. HTC was known as the "king of Android", the global market share of more than Samsung than Apple, in 2011, HTC in the global smartphone market share is still as high as about 9%!
So who else knows about the domestic Coolpad? In 2015, the friends around the online booking to grab the Coolpad Dashen F2, did not think, this is just a blink of an eye, Coolpad also collapsed. This former one of the cell phone giants, the domestic Android cell phone hegemony, now suddenly entered the death, let his last madness, stayed in 2017. Coolpad, disappeared! Coolpad walked off the stage of history, is news, but also called old news. In recent years, Coolpad has been losing money, and in these three years, the value of Coolpad's losses has reached 10 billion dollars, and it has long fallen from the altar. Time back 5 years, when the domestic machine is not millet, OV, Huawei, but the "China Cool Union" to occupy half of the rivers and mountains, which is the Coolpad is as the sky.
Compared to other cell phone companies, Coolpad is almost completely dependent on carriers, so the customized machines account for more than 80% of all cell phones.
However, in this era of tenfold change, nothing lasts forever. Dependent on the operator of the Internet custom machine thinking of the machine building model, has long been out of line with the user's tastes, this era has long been not the world of the operator. Not to mention the customized machine a lot of useless software, you want to uninstall can not be uninstalled. OPPO, VIVO, millet cell phone as the representative of the bare metal sales as the main sales method, is the mainstream of this era, which is fatal for Coolpad. By 2016, Coolpad not only fell out of the domestic top ten, even the specific sales have not been announced to the public, the industry estimates less than 15 million. And the 2016 financial report announced a loss of as much as 4.2 billion Hong Kong dollars. There is no motivation to subvert themselves, product innovation and iteration. When the era of cell phone customization is over, Coolpad again want to self-subversion, it is too late.
Not coincidentally, some time ago came the news: plunged into the 128 million debt abyss, and has entered bankruptcy proceedings Vertu cell phone, has begun to the British factory of the remaining cell phones, equipment, and even office decorations for auction, the scene is tragic. The original price of hundreds of thousands of yuan of cell phones, and now they are sold with several zeros removed! The company is really at the end of its rope, so poor that it has even sold its memory cards! The departure of this once world-famous luxury item marks the end of an era of old cell phones.
This is an era where if you don't change yourself, someone else will change you; if you don't take the initiative to innovate yourself, someone else will replace you. Back then, if Ma Huateng did not resolve to develop WeChat and expand the field of Internet communications to subvert their own baby QQ, it is estimated that the current Tencent, perhaps early has become a legend.
Another cell phone giant closes down, why does the cell phone industry show two worlds of ice and fire? This is indeed a very interesting issue, I'll talk about a few of my views below!
For the domestic cell phone, last year is a crucial year, but also its extraordinary year, first of all, the closure of LeTV cell phone, so that millet to reduce a strong force competitors, and the traditional HTC cell phone is also slowly withdrawn from the market, the only remaining high-end cell phone manufacturers such as Apple and Samsung, and the rise of domestic emerging domestic cell phone, such as millet, Huawei, OPPO, and so on.
Now, it's time for a new generation of mobile phones.
Now on that domestic smartphone manufacturers began, only OPPO cell phone and vivo cell phone Huawei millet is more famous some. Most of the remaining small manufacturers have been mixed, I personally believe that the main reason is that their corresponding countermeasures can not, take the exit of the market for the HTC, is also the Android phone inside the patriarch, but still out of the market, the fundamental reason is that, do not pay attention to the domestic market, did not pay attention to the domestic consumer, the domestic consumers as a fool, while the foreign users are very attentive.
This makes everyone feel that the cell phone manufacturers are not unique. There are also old domestic manufacturers like Coolpad is also gradually eliminated, not because there is no innovation, no good products. So, like millet can develop higher has other cell phone manufacturers do not have cost-effective model, Huawei cell phone quality and quality, are the fundamental reason why it can survive.
The cell phone market is currently, really flooded waterlogged death, drought drought death! Jinli and HTC are estimated to be almost out of the cell phone market!
According to the first half of 2018 smartphone sales chart released by the market research organization Sano, OPPO and vivo can be called the biggest winner, ranked first and second, respectively, from the first six, the sales of each brand are very high, and from the seventh place of the Phantom, there is a cliff drop, the sixth millet sales of 26.7 million, the seventh place of the Phantom is only 6.98 million, only accounting for millet a fraction!
It turns out that that old Chinese brand of Jinli in the process of smartphone discovery seriously fall behind, a few years ago, Jinli in order to compete for share, but also launched a sub-brand iuni, cost-effective is very high, but ultimately abandoned by the strategy! In recent years, Jinli also released a few products, but do not say sales, in the major news client digital, technology field almost can not see the news about Jinli cell phone! The decline of Jinli also let us see the degree of competition in the cell phone market! With Jinli in the same predicament, there is a big international brand HTC, think of the year, HTC is how brilliant, and Samsung, but today's situation is saddening!
HTC U12+
In the past two years, China's cell phone market has undergone radical changes, on the one hand, the international famous cell phone manufacturers have launched the Chinese market, on the other hand, the domestic cell phone giants are becoming more and more powerful, which formed a stark contrast between the two, with the title of the title of the "ice and fire" to describe it more than appropriate. This is a stark contrast, which is best described by the title "Fire and Ice".
This issue can be viewed from two dimensions: the international market and the domestic market. From a global perspective, since the first generation of the iPhone re-smartphone market, the smartphone industry in the global spurt of development; more than a decade has passed, the cell phone industry into the negative growth, the industry has reached the ceiling, which will inevitably eliminate a large number of unknown vendors, the head of the brand to form a monopoly situation, which is the international market, the "fire and ice two heaven"; from the domestic market. "; from the domestic market, LG, HTC has withdrawn from the domestic market, samsung's presence is extremely low, national brands such as levision, coolpad, jinli successive closure, hammer dying, and huami OV continue to expand the market share, this is the domestic cell phone market, "ice and fire". The question should refer to the domestic, so we will focus on the domestic market why the phenomenon of "fire and ice"?
Once upon a time, the big foreign cell phone brands all took China as a very important position, and each invested very large resources to try to get a bigger share of the cake in China. Like Sony/LG/Samsung, including Apple, their development in China encountered an almost insurmountable problem is localization; after all, it is a foreign enterprise, for China's national conditions can not be thoroughly understood, resulting in a very good quality of the phone, but the software ecological experience has been lukewarm. This precisely gives Chinese cell phone manufacturers the opportunity, such as millet's first product MIUI is to see this, so efforts to create a suitable for Chinese people to use the operating system, a hit and thus smoothly cut into the cell phone market. In fact, the international giants' localization problems were not solved well enough to plant the seeds of their own exit from China.
China's e-commerce is leading the way globally, and Xiaomi's Internet sales model is undoubtedly a revolution in mobile sales channels. China's local enterprises have enjoyed the dividends of the Internet model due to the home field advantage, the development of a great, while foreign lack of experience in e-commerce, one step to catch up, step by step to catch up. Therefore, after 2012, according to incomplete statistics, the domestic cell phone brand has reached as many as 200.
After the gradual disappearance of the Internet sales model dividend, the advantages of the offline is reflected, this time OPPO, vivo, and Huawei's efforts for more than a decade under the line finally came to the harvest time; 14 years or so, Huawei, OPPO, vivo collective outbreak, the root cause is the laying of a wide range of stores under the line, so much so that later Xiaomi shall not be opened Xiaomi Home Make up for their shortcomings. This is when a large number of domestic cell phone brands disappear, the first wave of shuffling is because of the centralization of the channel appeared.
With the popularization of smartphones in China, cell phones have become a standard product, and this is when the brand becomes very important. One of the reasons why the monopoly of cell phones is bound to appear is that the degree of recognition must be high, otherwise it gives consumers too much pressure to choose. Now the situation is that the user groups in tier 4 and tier 5 cities are using Huawei, OPPO, vivo, millet, and Apple, and there is no chance for other cell phone brands.
Second, the development of cell phones to the present, the domestic market has been saturated. At this time, the core competitiveness of the product is the strength of research and development, Huawei's frequent actions over the years, not only their own research and development of the processor, but also for the bottom of the Android system to do the optimization of the annual investment in research and development has increased dramatically; not only that, the phone's technological innovation of the several times a lot of these are the first to be done by domestic enterprises, such as millet's full-screen, OPPO, vivo's camera lifting technology.... All of these companies, because they have their own core R & D strength, have been in the country to seize the share of foreign giants as well as small manufacturers. The monopoly situation appeared, "ice and fire" was created.
The hero of the world, who is the enemy? The first time I've seen this, I've seen it, and I've seen it, and I've seen it, and I've seen it. Although the cell phone industry appeared on both sides of the situation, but on the development of the situation, very normal, for us consumers is also very beneficial. Why? I'm not sure if you're going to be able to do that, but I'm sure you're going to be able to.
Before the Chinese cell phone brands are HTC, ZTE, Huawei, Coolpad, Lenovo, Meizu, Xiaomi, Jinli, Nubia, vivo, oppo, TCL, Pocon, Konka, Dongxin, Dibit, Haier, Haixin, Panda, Emmi, Kejian, Changhong, CECT, Timeless, Wanlida, Dopod, BenQ, Yinghua OK, Top, Zhongtian ........ Too many, there are many I do not know, welcome to add
Foreign cell phone brands are Apple, Samsung, LG, Sony, Motorola, Blackberry ......
Now let's take a look at the sales rankings for the first half of 2018
I guess a lot of people haven't heard much about Goldilocks, because now Goldilocks cell phones are now in financial danger and are getting over the hump. Jinli's financial problems are due to the over-limit of marketing expenses and investment expenses invested in 2016 and 2017, including 6 billion yuan of marketing expenses alone. The money was spent, but the results were not very good!
Jinli spent 6 billion, many people still don't know. vivo, oppo everywhere, how much marketing costs to spend each year simply can't dare to imagine marketing so powerful, sales naturally will not be bad. Then this situation is good or bad for us consumers?
Absolutely good!
First of all, the closure of the small field business, you can let the resources more centralized, cell phone R & D investment will be more, technology will be better, we can use less money to play a better phone.
Secondly, the competition has intensified, every factory needs to work on the product, you see before has been copying the appearance of the OV also began to innovate to know how fierce the competition for the product is now, a careless will be GG. And hammer, Nubia, 360 these small brands, in order to survive will also invent a lot of novelty features, enriching our experience and life. No more, Mr. Luo's monologue is not bad to listen to ah.
Reflected in life, we see that the difference between the phone is getting smaller and smaller, even if the 100 yuan machine, can meet a lot of needs. Flagships are just stronger in terms of performance, not to say that there is a newer experience, and these are the results of increased competition in cell phones.
Speaking of the field business now for what to save these few, I can blow a good wave, first of all, the point of view: each has its own business model, each has its own splendor.
1, millet
quality and inexpensive function is good, used you can not forget
Multi-party coalition, dissecting the cost of the phone, so that often thousands of smart phones into a couple of hundred dollars can also buy a toy. On this point, Xiaomi unprecedented significance, as if the cell phone market Alibaba. Alibaba's mission is to make the world no difficult business, millet's mission is to make the world everyone can use smart phones. Some people say that the quality of millet cell phone is not good, I have several millet around the end of the use of millet have become rice fans, if really bad, so many fans are not fake? Some people would say that fans are fake. You don't forget, millet rely on fans to open the millet mall, millet have products, these shopping sites are second only to Taobao and Jingdong oh traffic!
2, Huawei
Die-hard technology, technology diehard nerds iron joy
Huawei's technology, no one in the cell phone circle. At present, only Huawei is doing well with domestic field vendors using their own chips. And now Huawei has gone out of China to the world, with the accumulation of time, I believe it can create more miracles.
3, vivo oppo
Smash! Smash money! Smash more money!
This is the first reason that comes to my mind, the quality of the product is certainly good, but the success of OV is most of all his publicity. Try to look at the current TV series, variety shows, network advertising, can certainly OV's figure. Even so you do not see, OK, there are subway stations, square activities waiting for you. Anyway, you can't ignore it, these two publicity is bull.
4, Meizu
Appearance innovation, system advantages
The important thing is that people's CEO has come down to publicize, and what is the reason to refuse this brand?
5, Hammer
Small steps, constant innovation
onestep, big bang, infinite screen ....... A lot of interesting apps have been developed by it, better than many of the big players have done. For that matter, it's also very good.
6, a plus
boutique strategy, word-of-mouth publicity, and steadily moving forward
7, Nubia, 360 have their own characteristics
Domestic cell phones are here .....
Foreign phones now have two main: Apple, Samsung
Apple a monopoly of 90% of the profits of the smartphone market, hard and soft one, technology is undoubtedly first-class. Poor in the appearance of the last few years can not, the domestic phone than it is good-looking pen pen are, here will not say more.
Samsung with its brand, technology, screen is also unique, there is still no domestic field business can challenge its position, but this year S9 innovation is not enough, the progress is not obvious. In China, the world's most competitive market for cell phones, it has been eliminated from the game, and I believe that with the success of China's mobile phone field vendors to go abroad strategy, Samsung is very dangerous in the global market.
Since entering into 2017, especially a few years, a lot of small cell phone manufacturers is constantly being burst out of the financial chain problems. Including once sworn hammer, 360, and even the Meizu phone, this year is also a constant problem.
Since last year's collapse of LeTV cell phones, into 2018, the cell phone industry, ice and fire, millet successfully listed on the Hong Kong stock market, Huawei is not a big problem at the moment, OPPO VIVO continue to seize the offline stores.
1, last year, LeTV is gone, this year, Luo Yonghao's hammer has been exploded many times layoffs, and even exploded rumors of the closure of the headquarters in Chengdu, and 360 was once exploded with the hammer merger. Previously, has always existed in a stable and Meizu cell phone, but also a few demolition and merger, from the product manager's problems to the old general manager Huang Zhang, is a constant problem.
Therefore, I don't think it's too much to say that the cell phone industry is on ice and fire.
2, first of all, say why the cell phone industry surprised the ice and fire of the two days. First, the cell phone industry has been gradually saturated, small manufacturers were wiped out in minutes. Outside of Apple, within the millet Huawei OV, small cell phone manufacturers of the market was very small, and under the siege of large manufacturers, where there is room for survival?
Secondly, the price/performance ratio of cell phones is decreasing, but the actual cost of production has not dropped much. Nowadays, the popularity of smartphones, the vast majority of people can not imagine, eighteen lines of small rural moncler outlet store with millet Huawei OV smartphones, the popularity of this degree, think extremely fear.
Finally, the sales channels have tended to concentrate on the components.
Online, there is no doubt that Apple Xiaomi Huawei OV's official mall and official flagship store are everywhere, offline Xiaomi's Xiaomi Home, OPPO VIVO's offline store is even more unimaginable, everywhere is OV.
Testimonials in this case, the small cell phone manufacturers, even if they make a cost-effective cell phone, there has been no reputation, the second sales channel is so limited, the space for survival is how narrow! The first is that it is not a good idea to have a good phone, but to have a good phone.
The cell phone industry is changing too fast, and because of the industry's hardware and software properties lead to the Matthew effect, the stronger the stronger the weaker the weaker.
Existing Nokia announced the sale of cell phones to Microsoft, the brand died, Lenovo zku, iuni, tianyin, xiaxin, wave guide, coolpad, big cola, music have died, even the price of tens of thousands of dollars of luxury cell phone ventru cell phone is sold, htc contraction, jinli cell phone capital chain break, the development of meizu face difficulties. So why the vast difference?
First, many cell phones miss the smartphone wave
In 2007, Apple released the first generation of the iPhone, especially the release of the iPhone 4 in 2010 so that the cell phone industry fully into the smartphone industry. But many companies are still stuck in the function machine thinking, can only lead to death, for example, such as the days of Nokia because of missing the smartphone wave and death, the giant died at once. But htc has seized the smartphone wave to prosper for a while.
Second, the Internet cell phone change brings new opportunities
2011 established millet innovative use of high with low price of the Internet cell phone model, at the same time with the hunger marketing, Internet hype and other means to expand shipments, and then forced the supply chain reform and resource tilt, so millet, glory and other brands rise, and those low shipments of cell phone brands slowly eliminated by history.
This is the first time I've ever seen a phone with the same name.
Third, research and development, design investment
For the Internet cell phone brand, the investment is huge, first of all, the software needs to be constantly optimized for Android, ui design team that can easily be a few hundred people is not a small cost, the greater the cost of R & D investment in the cell phone industry innovation has been very difficult, we can think of any function has been done, and the design of the same, each time the new innovation All need a huge capital investment. Which small brands are bound to be impossible to invest a huge investment in R & D, which also creates a smaller brand even smaller Matthew effect.
The cell phone industry is changing, but if you look at the Internet company is small. How many Internet companies have died in the last five years, we come together to discuss.
The cell phone industry shows ice and fire this is the inevitable trend of the development of the cell phone industry, but also the inevitable trend of economic development, the industry concentration will be higher and higher, the stronger the stronger, the weaker is directly eliminated. As for the collapse of the cell phone giant, it is due to internal and external factors in the cell phone industry. Then why this phenomenon?
First, the cell phone industry is already a red sea industry, the competition that is very fierce, domestic and foreign well-known unknown cell phone brand countless. International cell phone brand Apple, Samsung is a giant presence, has been strong, other small brands or new brands will be very small space to survive. At present, the domestic survival of good only a few brands, Huawei, millet, OPPO, other gradually fade out of sight, facing great pressure to survive, such as Meizu, Lenovo. And some directly eliminated, hammer cell phone is now facing acquisition, Jinli has entered bankruptcy and reorganization, before the wind and water HTC has been sold, and the operation of cooperation with the very cattle coolpad has been out. Foreign cell phone brands are the same, if Kia launched smart phones do not die, has been forgotten, motorcycle Mora is also sold, is also becoming marginalized. Other Sony, Ericsson is also in the cell phone industry has little say. Such a red sea market, is certainly ice and fire.
Second, the global sales of cell phones have gradually saturated, the annual growth rate of shipments is slowing down, the opportunity to share the cake is almost very little, more and more difficult. Global total **** more than six billion people, according to the 2018 global cell phone shipments Samsung is 314 million, Apple is about 230 million, Huawei is about 210 million, millet, OPPO is about more than 100 million, the top five brands are accounted for more than 800 million, the other brands can be imagined that the shipments are how miserable, million, or ten million, the gap is so big, do not want to ice and fire difficult ah. No sales, no market share how to survive.
Third, the cell phone industry is technology-intensive, high degree of resource integration, high innovation requirements, update the iterative very fast industry, the difficulty of its own, relying on the PPT, relying on masturbation is not a good product. Hammer cell phone to see how difficult to do cell phones, relying on Lao Luo's appeal, influence, buy sentiment, so that the Hammer opening is still highly anticipated, but with the later iteration of the product, whether it is hardware or software is not too big a surprise, and more and more difficult to walk. In addition, such as Lenovo PC has been a giant enterprise, in the face of the cell phone market, due to the rhythm did not keep up, R & D did not keep up, are now a third-stream team, even if now Lenovo is also trying to launch new products, but there is not much to reverse the situation of the state.
Fourth, the cell phone business and other industries, as bad as external competition, poor internal management, a combination of unfavorable factors, it is difficult to escape the fate of elimination. Jinli cell phone is so, the first two years, whether it is a cell phone products, or market reputation and sales, in fact, are quite good, there is a place in the industry, but due to internal mismanagement, it is said that the boss is obsessed with gambling, owes a huge amount of debt, dragging down the company, and is currently facing the end of the bankruptcy. And the first few years of the HTC, the same is also the spring breeze, that time there is no millet anything, but also Huawei is not now Huawei, due to their own internal R & D of the product is not right, the consumer's appetite did not engage in the right, and gradually fell, the momentum has gone, want to rise again difficult, and now has been the main focus of the vi. Such an industry, the ice and fire will continue to continue.
Combined above factors, the cell phone big brand will also have to close down, ice and fire will continue, of course, the new brand will also appear, and may break through, such as a brand like a plus is still performing well.
Once the cell phone giant HTC was acquired by Google, business phone leader Jinli also faced financial difficulties, the 2017 cell phone market seems to be red-hot, in fact, the world's dangerous song quietly played!
The slowdown in the growth of the domestic cell phone market in 2017 and the year-on-year decline in sales have released a signal that the smartphone market is about to enter the winter.
The head of the cell phone brands, in addition to millet, Huawei, oppo, vivo have all experienced a decline in sales. In December last year, these producers based on the prediction of 2018 cell phone sales, significantly reduced the orders to the upstream supply chain. In other words, Huawei and other cell phone producers have realized the market downturn and started to reduce the production of cell phones.
The main reasons for this situation are:
1, the end of the first two years of the wave of replacement, the dividend disappeared;
2, with the improvement of the quality of the smartphone, the innovation is reduced, and the cycle of people's replacement of the phone has been extended.
The big brands to reduce some of the sales is not to lose too much, but for those who were originally less sales of the brand is undoubtedly a big blow. For example, HTC, Jinli, the original market share is pathetic, the background of the market downturn, is equal to the last bowl of rice they end away.
At present, the top 4 domestic cell phones: Huawei, oppo, vivo, millet, these four manufacturers occupy more than 75% of the market share. As these manufacturers have sufficient capital, they have more capital to invest in marketing, research and development, and sales channels, and are able to continue to brand and build mature products.
Huawei, for example, has been able to spend a lot of money to develop its own chip, Kirin Heath; oppo and Vivo have been able to spend money on celebrity endorsements and advertisements in landmarks; and Xiaomi has been able to open a large number of Xiaomi Houses to increase the number of channels for distribution. These are undoubtedly burning money, but absolutely useful.
With market share and popularity, these brands can absorb "fleeing users" from other brands, and in this way, the "Matthew effect" of the cell phone market will appear, the stronger the stronger, the weaker the weaker.
Comment: What phone are you using?