In the domestic market, the new situation in the mobile phone market is that the Internet e-commerce group has begun to quiet after several years of scenery, and the offline channel has re-emerged. At present, in addition to Huawei's first place, OPPO and VIVO are catching up. As manufacturers turn their energy to offline channels, Huawei and the two will also have a battle.
The development of smartphones is entering a phase of near stagnation. According to IDC data, the global smartphone business grew by 0.3% and 0.2% year-on-year in the first two quarters of this year. If Huawei wants to further strengthen, it will inevitably form a squeeze on other brands.
The survival campaign of the mobile phone industry has never stopped. It has been particularly fierce in the past two or three years. New manufacturers have entered, and new and old manufacturers have also left. The mobile phone market is realistic and cruel. The glory of the past does not mean the current loss. The rise of the present does not mean the survival of the future.
Liu Lirong, chairman of Jinli Group, who has been in the mobile phone industry for 15 years, is deeply impressed: "This is the most competitive industry in the world so far. I have never felt calm during the past 15 years." Now the competition in the mobile phone industry is even more competitive. Intense, Liu Lirong pointed out that the current ten mobile phone industry battles, and that the so-called public mobile phone brand will not exist in the future, mobile phone manufacturers must survive to differentiate and seize the segment of the user population.
In the face of future survival, mobile phone manufacturers must do a top-level design; in the face of current competition, mobile phone manufacturers need to actively respond. Liu Lirong summed up the top ten battles facing the mobile phone industry:
1. Platform warfare: Now the platform changes very fast. Some enterprises have two platforms in one year. Some enterprises have more than a dozen platforms. Some software and hardware come together. The workload of mobile phone manufacturers is very large.
2. Screen warfare: The size is from small to large, the resolution is from low to high, and the shape is from plane to surface. In the future, the competition of flexible screen is more intense.
3, memory war: 265M at the beginning, and later became 1G, 2G, and now 4G, this battle will continue.
4. Craft warfare: At first, the Mobile Phone Case was basically plastic. Later, the glass was added. Now it is mainly made of metal. Later, more new materials are added, and the mobile phone becomes more and more refined.
5, system war: whether it is Apple's iOS, or Google's Android, in fact, each mobile phone manufacturer in the system, interaction work is very large. For a better system experience, some vendors are investing more than the hardware.
6, patent war: This is a hurdle that any industry, any enterprise can not circumvent, patent war will always provoke.
7. Advertising campaign: In the past two years, all mobile phone manufacturers have asked for image spokespersons, and they have invested heavily in advertising, which is bigger than one.
8, upstream resource warfare: This year's upstream supply chain competition is quite fierce, in fact, many manufacturers can not do mobile phones this year.
9. Channel competition: Image design, service personnel and profit space are all invested, and online and offline channels are increasingly invested and the competition is more intense.
10. Operator resource warfare: Operators are an important force in the market. This year China Mobile, China Unicom and China Telecom invested more resources in the market. Each manufacturer is competing for the resources of the operators.
This shows that the competition in the mobile phone industry is getting worse and the knockout is accelerating. Liu Lirong believes that only 6-8 manufacturers in China will survive in the future. The differentiation strategy is the trend, but also the way to survive, so mobile phone manufacturers must make a differentiated strategy. Because the so-called public mobile phone brand will not exist in the future, the future of the mobile phone industry must be a segment of the user market, and manufacturers that have differentiated users' product identification and emotional identity through differentiated strategies can survive.
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