Domestic brand mobile phone price war is not a long-term plan

Driven by thousands of smart phones, domestic smart phones are ushering in a new spring. Domestic mobile phones represented by ZTE, Huawei, Coolpad, and Lenovo have jointly promoted “thousand yuan smart phones” with operators, and are rapidly acquiring domestically. market share. While making cakes together, how to stand out through the introduction of differentiated features has become a problem for domestic mobile phone manufacturers to consider next. Recently, ZOPO announced in a high-profile that it will launch the first naked-eye 3D mobile phone in China and try to hit the domestic smart phone market with naked-eye 3D technology.

Due to the openness and low threshold of the Android system, domestic mobile phones have the opportunity to compete with international brands. Since the second half of 2011, domestic mobile phone companies have gradually opened the "intelligent" transition. In addition to TCL, Changhong, Lenovo, Hisense, Cool and other old companies survived in the shuffle, there ZTE, Huawei, step by step higher domestic and generals and new forces Meizu, millet.

According to the latest data released by Analysys, as of the end of 2011, the overall market share of domestic branded mobile phones reached 37.5%, and the gap with foreign brands was gradually narrowing. The relevant agencies predict that the overall market share of domestic branded mobile phones will exceed 50% this year. “But the emergence of the Android system has also made the trend of cell phone homogenization obvious. The differentiation between domestic mobile phones and international brands has also been reduced.” Xiao Xiaofeng, general manager of Zope Operations, said during an exclusive interview with the media that due to the system, appearance Almost the same, many domestic mobile phone manufacturers have only introduced thousand yuan smart phones to grab low-end market at low prices.

According to data from AiMei Consulting, domestic brands accounted for 58.7% of the Chinese mobile phone market with a price below RMB 1,000. Yi Yi Consulting CEO Zhang Yi believes that over-competition price war will only make mobile phone manufacturers reach unprofitable situation. He believes that with the continuous development of mobile phone applications, consumers need different experiences. How domestic manufacturers find a suitable location for their own development in the mobile phone market segment will help companies stand out in the environment of competing for hegemony.

In fact, at present, many domestic mobile phone manufacturers have realized the importance of differentiation and gradually introduced their own differentiated strategies. For example, at this year's 2012 MWC (Mobile Communications World Summit), Huawei announced the Ascend D quad, the world's fastest quad-core smartphone. The heart of the handset is a Huawei K3V2 quad-core processor. Device. According to the reporter’s understanding, Zopou is also about to launch the ZP200, the first domestic mobile phone with naked eye 3D technology. This model has now been mass-produced and will be officially launched today.

"Although some mobile phone manufacturers represented by HTC, LG, and Sharp this year have focused their attention on 3D, naked-eye 3D technology has not yet fully emerged in the country." Yuan Xiaofeng said that compared with the high cost of quad-core chips, the naked eye 3D seems to have more extensive reproducibility, the pace of marketization will be faster, and consumers will more easily enjoy the ultimate visual experience brought by naked-eye 3D technology.

According to Yuan Xiaofeng, Zop plans to use direct sales channels and flat channels of sales, as well as online and offline integrated sales service systems, to promote Zopou mobile phones through online channels. The store narrows the chain of channels, continuously reduces costs, and maintains the low-cost advantages of domestic manufacturers. Zhang Yi said that after finding a suitable market segment, how to deepen this market will determine how far domestic mobile phones can go.