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Countless press conferences, freshly-launched spokesmen, heavy sponsorship of popular variety shows, and large and small stores that have sprung up like mushrooms...
In 2016, the Chinese mobile phone rivers and lakes were filled with stories of joys and sorrows in the ups and downs of the seats. The "Matthew Effect" aura was getting brighter and brighter, and Internet thinking evolved in the tempering. At the same time, in the diversification, technological innovation is becoming weak, the supply chain is highly transparent, and the advertising fees are rising. It has become an unbearable burden of this giant game, and the opportunity is in the same crisis.
Conference drive
That is, mobile phone companies rely on intensive press conferences to bombard their eyes and increase their visibility. This is a microcosm of the domestic mobile phone crisis. In April and October of this year, the number of press conferences exceeded 10 games. The press conference has become a marketing tool for mobile phone makers to make eyeballs, but many new products are just a small-shell innovation and a few months of life cycle, which really leaves little impression. This phenomenon has revealed the prosperity and hidden concerns of domestic mobile phones.
The machine tactics re-raised 8 and invited 22 celebrity endorsements
In the rock of the "Escape Band", on December 6, Meizu finished the last "concert" in 2016. This year, Meizu launched 14 new machines like a string of arrows, and held 14 "concerts", so dense and unprecedented. Each conference has a singer's helper, which has become the standard of the Meizu conference, and even dubbed "the performing company in the mobile phone business." However, relying on the rapid pace of product launch, the company has emerged from the huge loss of 1 billion in 2015.
Another mobile phone company, Leo, who was dubbed the "Publication Drive", finally achieved the sales target of 20 million mobile phones in the rhythm of less than eight press conferences this year. The release of the entire LeTV industry is even more intensive, almost maintaining the rhythm of two games per month. Even in the 360 ​​mobile phone, which is the new army of the industry, there are no more than seven press conferences in 2016.
The madness of the industry is also reflected in the prevalence of spokespersons. Some people say that 2016 is the first year for mobile phone brands to compete for celebrity endorsements. On the large billboards of the subway, bus, and airport, you can see the signature smile of the popular star and the photo of the mobile phone. Huawei has Messi, Zhang Yixing, Guan Xiaotong, Wu Yifan; vivo has Song Zhongji, Peng Yuxi, Ni Ni, NBA "Meng Shen" Curry; Xiaomi has Liang Chaowei, Wu Xiubo, Liu Shishi and Liu Yuran; Jin Lila to Feng Xiaogang, Xu Fan, Yu Wenle combination; From TFBOYS, Yang Yang, Yang Mi to the Taiwanese spokesperson Tian Hao, it is said that OPPO will choose spokesperson for each flagship mobile phone in the future; in addition, Nubia will sign C Ronaldo, Lang Lang will endorse ZTE, and Wang Kai will endorse 360 ​​mobile phones. There are 22 stars in 8 companies, one is bigger than one. In 2016, mobile phone companies that did not ask for spokespersons were embarrassed to develop a conference.
Mobile phone dealers have also become the "golden master" of popular variety shows. Recently, OPPO has thrown 500 million yuan to win the title of the second season of Zhejiang Satellite TV's "China New Songs".
In this prosperous game, it is really difficult to run low-key.
Profit is divided by four people, self-salvation of small and medium-sized brands
At 22:30 on December 16th, Cool Group CEO Liu Jiangfeng is still communicating with the media. The new coach on the line of fire admitted that he had entered the Cool School for more than 100 days, but faced unprecedented challenges and heavy historical burdens. In the past four months, Liu Jiangfeng has been doing subtraction continuously, trying to transform the cool and reinvigorate at the fastest speed. "The mobile phone industry is very cruel and fast-changing. Cool's goal for next year is to survive. It is best to make a profit." This old-fashioned mobile phone dealer has been in turmoil for nearly two years. He experienced the "breakup" with 360 and LeTV increased capital to become the largest shareholder. The founder Guo Deying retired and other events, the original three major brands were divided, and already fell out of the first camp. Cool Group recently issued a profit warning, which is expected to lose about HK$3 billion in FY2016.
The same "Alexander" is also the 360 ​​mobile phone coach Li Kaixin. "The use of the Red Sea and the blood sea to describe the mobile phone market is not enough to describe the fierce and cruel competition. The current mobile phone market has become the Black Sea." In his view, the past year is not only the 360 ​​mobile phone business is very difficult, In addition to Huawei, OPPO, and vivo, other companies have also suffered very hard. He pointed out that the problems that domestic mobile phone manufacturers are experiencing are mostly due to blind expansion or no business. As long as the products are seriously made, sales and word of mouth will increase. The once aggressive 360 ​​mobile phone style has changed dramatically. "The steady operation is not tossing, not to dream of getting rich overnight."
There is also LeTV on the brakes. In LeTV's capital chain crisis, the rapid growth of mobile phones has become an important reason for LeTV's wrestling, and Feng Xing, the head of LeTV's mobile team, has recently had to repeatedly appear to respond to the rumors of "being resigned."
Near the end of the year, news of coaching, adjustment, layoffs and even bankruptcy surrounded the mobile phone circle. TCL, ZTE, and Lenovo all experienced transformational pains. Small brands such as hammers, blue devils, and shallots were struggling on the line of life and death. Money is being invested more and more, the market's plates are only so big, and the knockouts are even more cruel. Some companies shun the front to attack overseas, such as ZTE, TCL, and one plus; some can't help but succumb, although HTC executives have repeatedly stated that they have not given up the mobile phone business, but this company has little to do in 2016; Small brands such as Coca-Cola, Amoi, and IUNI have all left. Yu Chengdong, CEO of Huawei's consumer business, has always stressed that most domestic mobile phone manufacturers will disappear in the next three to five years. This may not be an alarmist.
Research firm Strategy AnalyTIcs data shows that in the third quarter of 2016, 97.8% of global smartphone profits were separated by Apple, Huawei, OPPO and vivo. For more small and medium mobile phone manufacturers, "live" is the common theme next year.
From the two strong hegemony to the two camps, only products can not live up to
The strategic consulting expert "Week Treasurer" did not expect that one of his articles "OPPO and vivo's People's War" actually caused intense discussion within Huawei, and even Huawei Terminal called on all members to "learn OV good example." The matter was noticed by Ren Zhengfei, the founder of Huawei, and his attitude toward the humility of Huawei's terminal was greatly praised. Behind this episode is the rise of OPPO and vivo, which represent the most traditional social open channel model of Chinese mobile phones.
In 2015, Huawei and Xiaomi were still competing for the first place in the Chinese market. In 2016, the mobile phone pattern changed suddenly. Huawei was riding the dust, followed by OPPO and vivo. In the view of “Weekly Cabinetâ€, China’s mobile phone industry has transitioned from Huawei’s and OV camps to the hegemony of the “Big Eight-Power Allied Forces†multi-brand entry into China and the “World War†import and domestic camp confrontation. The mobile phone industry has never been evergreen, and Nokia, Motorola, HTC, and Blackberry are all textbooks. In particular, OV is in awesome.
Wang Yanhui, secretary general of the China Mobile Alliance, believes that the biggest change in China's mobile phone market in 2016 is the outbreak of offline channels. The OV model has been followed by various mobile phone corps, both online and offline. Whether it is Huawei, or Xiaomi, Jinli, Meizu, they are all in the store, or with the traditional mobile phone chain giants. Once the Internet thinking evolved in the market's tempering, the price war was abandoned, the black friends were less, the saliva was gone, and more manufacturers returned to the product itself.
"The concept of speculation and the creation of new words have no use, and we must really take out the real things." Zhao Ming, president of glory.
The drama of the mobile phone war will continue, but in the second half of the competition, this industry, only products can not live up to.
close up
Samsung's "Waterloo"
"Seeing him as a tall building, seeing his building collapsed." The use of this play in "Peach Blossom Fan" to describe Samsung Note7's short-lived is the most appropriate. The shortest-lived "machine emperor" in the history of this mobile phone has dragged Samsung mobile phones into the trough.
This "Waterloo" came without warning. On August 2, 2016, Samsung launched the annual heavyweight weapon Note7, which was regarded as one of the most perfect mobile phones after being listed as rave. Then the good times did not last long, and the explosion of the explosion made the world's largest mobile phone dealers have to recall 2.5 million mobile phones, including more than 190,000 in China.
What is even more surprising is that the world's top mobile phone company can not find the cause of the explosion. Recent news shows that Samsung has finally found the culprit, but it seems that it does not want to be announced. And the legend of the flow, because the battery design is too radical.
In the current competitive environment, the success or failure of a flagship mobile phone may be a bad porridge, and even related to the survival of the enterprise. Even if it is as strong as Samsung, it has to bear the bitter consequences of failure. Direct economic losses are still trivial, and the crisis of trust is even more terrible. According to Tencent's big data analysis, Note7 "explosive door" seriously affects Samsung's brand image, and more than 50% of Note7 users have switched to other mobile phone brands.
Coincidentally, Apple has also suffered from "shutdown doors" recently. For the abnormal shutdown of the iPhone 6S, Apple is changing the battery for the problem phone for free, but the company stressed that there is no security problem.
Whether it is the "explosion door" of Samsung Note7 or Apple's "shutdown door", it has sounded the alarm for the safety of mobile phones, which triggered the industry's reflection and vigilance.
Indeed, the high-end mobile phone blank left by Samsung Note7 gave Chinese mobile phone operators the opportunity to “overtakeâ€. In the past, the stalls above 4,000 yuan were the home of Samsung and Apple, and they were the tip of the pyramid that Chinese mobile phone operators looked up to. So we saw that Huawei bravely launched an impact on the 5000+ market, and even created a million machine; OPPO, vivo rushed to the 4,000 yuan stall; even Xiaoyi, who has always played the price-performance card, also showed his own concept machine.
However, in the arms race of mobile phone technology, security must be a top priority. Water can carry a boat, and it can also overturn the boat. This iron law is also applicable to the mobile phone industry.
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