Domestic mobile phone manufacturers usher in development inflection point
In 2008, with joint-venture branded mobile phone manufacturers occupying most of the market share and knockoffs hitting the market, the survival status of domestic mobile phones was generally not optimistic. Among them, both Eastcom and Panda Electronics had divested their huge loss of mobile phone business in 2007 After the reorganization, Kejian also took off the outerwear of mobile phone manufacturers. In early 2008, Lenovo Group also announced that it would sell its mobile phone business to four investment institutions for $ 100 million. The decline in gross profit margin caused by performance loss is becoming a real confusion faced by many domestic mobile phone companies. However, as the reorganization of operators becomes clearer, CDMA, TD-SCDMA and operator customized services will bring new opportunities for the development of domestic mobile phone manufacturers.
CDMA brings realistic opportunities for the development of domestic mobile phone companies
Operator restructuring will help break the existing telecommunications competition landscape and at the same time bring new opportunities for the development of mobile phone manufacturers. Among them, the reorganized China Telecom will bring obvious real opportunities to the CDMA mobile phone market. In terms of user retention, Telecom has more than 200 million fixed-line users and 40 million broadband users, providing a huge potential market for the development of full-service CDMA. Among them, in order to prevent the continuous loss of customer resources, China Telecom will accelerate the implementation of the network transfer of 60 million PHS users in the low-end market and the full-service bundling of a large number of high-end government enterprises and home users. On the basis, providing low-cost and practical mobile phones for PHS users, and launching terminals that support the full service and meet the differentiated needs of customers for government, enterprise and home users will receive broad market appeal in a short period of time. At the same time, in order to cultivate the terminal market, China Telecom will still focus on the centralized procurement method in the early stage of taking over CDMA. At the same time, in order to increase the enthusiasm of mobile phone manufacturers to participate and product competitiveness, China Telecom centralized procurement will increase the brand and function types, so strengthen the product Differentiation will help increase the share of purchases. More than 30 manufacturers have been selected for the first batch of telecoms. Among them, the mobile phones of manufacturers such as Bird, Gionee, Invada, etc. have boarded with the differentiated functions of CMMB mobile TV, GPS navigation, etc. List of centralized procurement; In order to continuously enhance the diversity and competitiveness of CDMA mobile phones, Telecom will gradually increase its support for social channels. The model of "collective procurement + social channels" will promote the healthy development of the CDMA mobile phone market. Manufacturers bring more opportunities. At the business level, China Telecom ’s mobile communication operation experience is relatively inadequate, providing mobile phone manufacturers with more say. How to develop full-services and improve the types and quality of value-added services. Mobile phone manufacturers should actively strengthen their telecommunications business with their own advantages. Support and cooperation to achieve a win-win business.
TD brings long-term development opportunities for domestic mobile phone manufacturers
With the homogenization of 2G mobile phones with video and audio functions as the "selling point", the growth of mobile phone sales has been weak, and 3G has become a new "burst point" for the growth of mobile phone market sales. However, due to the relatively mature industrial chains of WCDMA and CDMA2000, the competition in the mobile phone market is fierce, and domestic mobile phone manufacturers who started later face greater challenges.
As China's independent intellectual property rights, TD-SCDMA technology, due to the high localization of its industrial chain, has obvious cost advantages compared to the other two 3G standards. At the same time, domestic manufacturers started earlier, making domestic mobile phone manufacturers face relatively less competitive pressure And have longer-term development opportunities.
At this stage, the maturity of TD still needs to be improved, so the customer base of mobile promotion is mainly college students and young people who are just working. Their loyalty to the brand is high, and they tend to have novel features and personalized appearance, but they are sensitive to price. . Therefore, strengthening the cost-effectiveness and differentiation of products, enhancing brand marketing and the interactivity and experience of product promotion will help mobile phone manufacturers gain the favor of younger groups and have a beneficial impact on the long-term development of the brand.
As the maturity of TD is strengthened, China Mobile will increase the promotion of TD to high-end and other user groups. Since it does not have an advantage in fixed network, China Mobile will not focus on the entire business, but will focus on enhancing the types of value-added services and Quality to enhance customer adhesion. For example, Guangzhou Mobile and Guangzhou Metro jointly launched a mobile subway ticket service in mid-July, which was well received by consumers. At the same time, the market has demanded to improve the integration of IC cards and mobile phones. Therefore, strengthening communication and cooperation with mobile and promptly launching differentiated products that support mobile services will provide mobile phone manufacturers with many opportunities to achieve long-term customer adhesion.
At the same time, multinational companies have successively set foot in the TD industry, which has gradually intensified the pressure of competition. The entry of foreign manufacturers is conducive to promoting the maturity of the TD market and providing broader opportunities for TD mobile phones. However, domestic manufacturers have relatively weak R & D strength, capital, and brand appeal. Therefore, on the one hand, they take advantage of the localization of the industrial chain to strengthen TD. Cooperation within the alliance, to achieve reasonable optimization and complementation of resources, to enhance the follow-up of core technology development, and to achieve long-term win-win for the manufacturers in the alliance; on the other hand, it should use its own advantages in the field of TD to strengthen cooperation with mainstream international manufacturers and promote domestic manufacturers China ’s international competitiveness provides opportunities for domestic mobile phones to move towards a broader market.
Strengthen cooperation between operators to explore potential market opportunities
With the gradual intensification of product competition in the high-end market, domestic mobile phones lack the brand advantages and core competitiveness of foreign manufacturers, and it is difficult to achieve the price advantage of "cottage". Facing the relatively mature mid- to high-end market, domestic manufacturers should continue to develop potential market segments. At the same time, in order to develop the "blue ocean" market, domestic mobile phone manufacturers will gradually sink the market, and the low-end market potential represented by the rural market needs to be urgently tapped.
For the mid-to-high-end market, the diversity and high-quality services provided by operators will become an important means to strengthen customer adhesion and profit. Therefore, it will become more important to provide terminals that can support operators' differentiated services and achieve a good user experience. An important means for mobile phone manufacturers to improve their competitiveness. Domestic mobile phone manufacturers should take advantage of local advantages, strengthen communication and cooperation with operators, and jointly improve the types and quality of services, which will help mobile phone manufacturers expand market segments, dig deeper into customer's potential needs, and achieve value-added services with huge potential for operators Win-win in the field. In the low-end market, operators such as mobile continue to invest heavily in network expansion to tap the rural market and bring new opportunities for mobile phone manufacturers to enter the rural market. Since the rural market has relatively low demand for value-added services, bundled sales terminals will become operators An important means of attracting consumers and increasing customer adhesion. Continue to strengthen cooperation with operators to customize low-end and middle-end mobile phones that are more suitable for the rural market. This will help mobile phone manufacturers use the operator's brand advantage, price subsidies, and convenience of "one-stop" purchases, while greatly reducing experience risks and channel expansion costs. , Provide a huge opportunity for mobile phone manufacturers to enter the rural market. Different from emphasizing the autonomy of core technology and the differentiation of functional modules in the high-end market, in the low-end market, domestic mobile phone manufacturers should also improve the product cost-effectiveness, the diversity of functions, deeply tap the potential needs of customers, boldly innovate in details, and enhance Independent style, using more flexible marketing methods to grasp the consumer psychology of low-end consumers. At the same time, by leveraging its own advantages, joint operators and social channels to enhance the quality and convenience of mobile phone after-sales and value-added services can better tap the huge potential of the low-end market.
In short, facing the adjustment period of the domestic mobile phone market, domestic mobile phone manufacturers strive to enhance their core competitiveness in the field of new technologies, continue to strengthen cooperation with operators, upstream and downstream manufacturers and competitors, keep up with consumer demand and enhance product differentiation It is sure to find huge development opportunities in the vast mobile phone market.
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