当前位置:首页 > technology > Communication service > news > Is the Internet mobile phone really coming to an end?

Is the Internet mobile phone really coming to an end?

2016-05-23 09:39:05 Author: Statement Source:Flying ElephantComment:0  Click:


Recently, the media whipped up a wave of rumors of the decline of Internet mobile phone brands. The direct trigger point was IUNI's massive layoff rumours.
On the one hand, most of the brands that have been referred to as Internet mobile phones are currently in poor conditions: the growth of millet has slowed down, the great gods have been acquired by 360, ZUK has returned to Lenovo, Yijia and IUNI have fought overseas, and Tianyu Nibru and TCL Nothing sounded, and Coke collapsed.
On the other hand, OPPO and vivo, which use traditional social channels as their main sales channels, are developing rapidly. According to IDC data, both shipments have entered the top five in the world in the first quarter; Jinli and other brands have begun to cooperate with operators in depth. Think it is the opposite trend with the development of Internet mobile phones.
Therefore, many media and industry insiders have come to the conclusion that Internet mobile phones have failed and traditional mobile phones have been revived. I think this view is biased.
More and more unclear boundaries
The concept of Internet mobile phone was proposed by Xiaomi. From the marketing point of view, it is a new definition of a category. In fact, it is nothing more than posting a distinctive label.
Looking back at the mobile phone market in 2011, Internet mobile phones and traditional mobile phones can be described clearly. On the product, Internet mobile phones have been more optimized at the software (ROM/UI) level, and more user participation or user opinions have been penetrated in the product development node. On the channel, Internet mobile phones are mainly sold online, and traditional mobile phones are mainly sold offline. In terms of price, the same configuration Internet mobile phone prices are lower, almost close to the cost price. In terms of publicity, Internet mobile phones use social marketing methods, and traditional mobile phones are more print ads. The analysis using the classic 4P theory is indeed different. The core of these changes is to pay more attention to users.
Breaking the name in the name of the Internet mobile phone is a strange move to break the monopoly market in China at that time. When the tricks are revealed, they will be learned. The first group of learners were Internet companies. In 2012, many Internet companies entered and withdrawn, and it was proved that it was not the mobile phones made by Internet companies that were Internet mobile phones. The second batch of learners were traditional mobile phone companies of the time, such as Huawei, ZTE, Coolpad, Lenovo, and Tianyu, etc. The internet sub-brands were launched one after another in 2013. In the process of imitation, trial and error, and innovation, some Internet sub-brands may not be successful, but many advantages of Internet mobile phones are absorbed by traditional mobile phones.
Still look at the dimensions of 4P. Almost all mainstream mobile phone brands pay attention to software optimization, and launch their own ROM or UI, such as Huawei's EMUI, Cool's CoolUI, OPPO's ColorOS and so on. Almost all brands are online and offline, most of which are not self-built malls, but are sold through JD.com and Tmall. Almost all brands have learned social marketing. The momentum of OPPO and vivo in new media is no less than the so-called Internet brands. Almost all brands have introduced cost-effective products that are not far behind Internet brands. And all the changes are also in the name of the user.
At the same time, the development of online market space is limited, and it cannot support the doubling growth rate of so many Internet brands. This makes Internet mobile phones learn from traditional mobile phones, and has laid down the offline market and operator market one after another. This trend has been evident since 2014. The example is Xiaomi’s offline channel sales exceeded the online channel at that time. In the past two years, the mainstream brands that operators have cooperated with have seen more and more Internet mobile phones. However, the media has not rendered much of it.
As we mentioned here, everyone will find that there is basically no boundary between internet mobile phones and traditional mobile phones. The process of learning and infiltrating each other is almost integrated. Is the newly launched LeTV brand an internet mobile phone? In the third and fourth tier cities, it has entered the offline channels like OPPO and vivo, and has launched ads on a large scale.
One conclusion that can be drawn is that the so-called “internet mobile phone boom” is a collective upgrade of the mobile phone industry during the process of network deployment. The whole process lasted for three to four years. The players in this process are both fast and slow, and exploration has success. Failed, and the current upgrade is gradually completed. Internet mobile phones do not come to an end, but all mobile phones are no longer traditional mobile phones and have become Internet mobile phones. To be precise, there is no point in distinguishing traditional mobile phones from Internet mobile phones at this time.
Challenges in the integration process
Zhongxing Terminal CEO Zeng Xuezhong used three outlets to describe the development of the mobile phone industry in recent years. It is quite reasonable. The air outlet of the operator has made China Kuailian, and the outlet of the Internet has made Xiaomi glory. The air outlets of the public have achieved OPPO, vivo, and Huawei. It is worth noting that there are Huawei/Glory above the three outlets. It can be used as an example to analyze the development of mobile phone brands in recent years.
It is widely recognized that the Glory brand appeared in the name of the Internet brand in December 2013. The goal at that time was to imitate and surpass Xiaomi. In fact, before that, Glory had already existed. It was a series under the Huawei brand, taking the fine line. It can be considered that Glory is the transformation of traditional mobile phones into Internet mobile phones. As an Internet brand, Glory was successful. In the year after independent development, it achieved sales of 20 million units. At that time, the sales volume of e-commerce accounted for 70%. Despite the late start, the pace of development was above Xiaomi.
Since the beginning of 2015, Glory has increased the layout of offline channels. Before other so-called Internet mobile phone brands, the layout included the arrival of Suning in the form of a brand flagship store. The layout of offline channels needs time to accumulate. Now glory continues to be laid out. For example, Suning and Glory signed an annual cooperation of 10 billion yuan this year to customize the “300 stores, 500-person plan” for glory. According to data from Sino, Glory's online market rankings are already around the seventh place. The front competitors are Apple, Samsung, Huawei, OPPO, vivo, and Jinli, all of which have deep-rooted channels under the online channel. It can be said that glory has taken the lead in the process of Internet brands going offline.
This month's Glory launch of the V-Series is another transformation of Glory, breaking the two perceptions of the outside world. First, the recognition of Huawei and Glory's dual brands with their 2,000 lines as their respective layouts; second, the recognition that Internet mobile phone brands do not perform well in high-end products. From the Glory V series, new competitors emerged, not millet, but OPPO and vivo.
They have their own advantages in terms of brand, cost-effectiveness, channel, and publicity. Regardless of the offline channel or the mid-to-high end market, it has always been the OPPO and vivo advantage zone. It is a great challenge for the new entrants to glory. However, the three qualities of glory also deserve OPPO and vio alert.
First, the model first catches up with the target. Behind this is a comprehensive ability. In the field of communications equipment, Huawei's major brands such as Ericsson, in the process of catching up with their own resources to innovate, and finally catch up; in the field of Internet mobile phones, glory in the same way PK millet, the final momentum over Xiaomi; and the current line The next goal is OPPO and vivo. There will be similarities in the layout and will have their own characteristics.
The second is the synchronization of quality and speaking. All three work hard on quality, and OPPO and vivo are also widely disseminated. However, it is Huawei/Glory to win the “China Quality Award”. It is glory to create the word “quality and price”. Glory goes hand in hand and is worth learning from the latter.
The third is innovation under the support of the big platform. The innovative capabilities of OPPO and vivo, especially for young people, are innovative in solving the pain points of audiovisual, photographing and endurance. They are very few in the industry. However, relatively speaking, Glory has Huawei's large platform for R&D strategy continuation and resource support, and there will be more input and output in innovation.
In 2015, the sales volume of OPPO, vivo, and glory were all in the range of 40 million to 50 million. The audience they were facing was basically young people. In 2016, the three formed new competition. Who would have more competitive advantages?

share to: Collection

Topics