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Domestic smartphone wins half of the country: less than 1% of the share of the profits

  Recently, an advisory body Shiner released the report of the Chinese smartphone market share in April 2012. Displays the contents of the domestic top five are domestic brands in addition to Samsung Electronics, respectively, ZTE, Huawei, Lenovo and cool, these four companies market share of more than 40% total market share of domestic brands will more than 50%. A time 10 years ago, the glories of the domestic mobile phone seems to be back. It is worth noting that the list of "China cool joint four brands have a similar background --- the smart phone in the thousand links, tightly bundled with the three operators.
  This 10 years ago, somewhat similar to the domestic mobile phones rely on a flexible channel strategy to grab the market from foreign brands in the hands of the agents link rigid. Today, the only channel side replaced by the operators. This inevitably buried layer of hidden --- excluding the cost of operator subsidies and the product itself, these enterprises as a mobile phone brands, the brand value of the side in the end how much? Technical strength? Whether to support it go further.
  Domestic mobile phone is still dependent on the channel and pricing
  A full eight years have passed, domestic brands finally in the Chinese market and the foreign brands again tied. Shiner data show that in April this year, China's smart phone in the 3G market overall, accounting for 75% market share continued to rise at the same time, changing patterns of intelligent machines. The top 10 domestic brands and international brands each five seats. Which the domestic brands Huawei, ZTE, Cool, Lenovo and Hisense, international brands as Samsung, Apple, Motorola and Nokia the HTC. Up to 86.31% of the overall market share of 10 companies, 5 share of domestic brands is as high as 44.13% higher, the overall international brands.
  Can not help but make people excited, long-term focus on domestic mobile phone market, after all, the glory of the last domestic brand goes back to 10 years ago, has been far too long.
  2003 is a special year. Statistics in accordance with the former Ministry of Information Industry (MIIT), the domestic mobile phone market share reached 55.7% for the first time more than the foreign brands. Bird, Amoi, Eastcom, TCL, Konka and other domestic manufacturers are the main force, once the movers and shakers in the market. Huawei, ZTE was still device-side hard, Lenovo has just started his mobile space.
   However, this brilliant and did not last long. At that time, the domestic mobile phone mostly for OEM products in Korea and Japan, domestic brands do not have the R & D strength, some manufacturers even the most basic phone service can not be independently completed. Precisely because of this, two years after the outbreak of large-scale quality problems, domestic mobile phone overstock serious, and ultimately caused the collapse of the domestic mobile phone brand group. Immediately Bird, Eastcom shrink back to the foundry business, Amoi slump of TCL to put more energy into the overseas market, the collapse of the domestic mobile phone group.
"It was the success of the domestic mobile phone largely due to the channel side of the flexible and more competitive prices in the same configuration." Long been concerned about the Warring States of China's mobile phone industry analyst Yang Qun that these two points and the current rapid rise "China cool linked" is very similar, only channels from the social side to the operator side, while the price is still the domestic "hot" and their killer.
   International brand dropping
However, a similar background normalized similar domestic brand, much like 10 years ago, so "fragile", ZTE, Huawei or Lenovo Cool, powerful hardware and software technology R & D capabilities, product quality is also quite excellent. However, this means that the domestic brands enough to once and for all "sit tight for half or more? May not be so ideal.
  May HTC did not think the first half flagship product is the ONE series, while the real selling hot is the series of the three operators 'thousands of intelligent machines' new desire. Guangdong local one for the operators flow of funds the person in charge of the channel south of the logistics platform, told reporters that for China Unicom channels HTC desire V, for example, advertised for thousands of intelligent machines, but the price of the aircraft up to 1999 yuan from 2000 yuan mark one step. Even so, aircraft sales are still very high in Guangdong.
     More noteworthy is that the machine uses only a single core CPU, the same configuration, "China cool joint product, the price is only thousands in his early.
   Yang Qun HTC example is the domestic brands can go further key issues. "In the past, international brand not very involved in the so-called thousands of intelligent machines market, the results of some thousand Yuan machines are the old section of the price reduction, but the desire V broke the established formula, the reality is more proof that consumers welcome the international brand participation. "He further noted that the operators welcome such a pattern, after all, for them, Telephone Number, ensure the user is the key. As for the product to sell domestic brands or international brands, is not the focus of attention.
  In this case, want to resist the "postures" international brands, domestic mobile phone only has a market share is not enough, we must increase user stickiness. Young group believes that the background in this regard millet, Baidu and other Internet enterprises are accustomed to stick with their application. China Cool associated, their strength is still the hardware, which requires the brand to support.
Priced products and high-end brand is different
   Recognized in front of the high profits, Apple iPhone 4S average selling price is still more than 4500 yuan, also sell to go into the city, which is the strength of the brand. In fact, even within the "China cool joint four upstart, also had representatives of the all-powerful at the high end --- Cool phone.
   Dual card dual standby techniques and WINCE intelligent system, the early years of cool cell phones and Dopod mobile phone known as the unique domestic high-end brand, Cool phone once sold more than 5000 yuan at high prices. However, the era of great development of the smart phone, cool high-end models suddenly "walk". In this regard, the industry is commonly believed that on the one hand, the telecom high-end smartphone launched by Samsung, Motorola and other foreign brands mostly support dual card dual standby. On the other hand, we used the same operating system, all Android. In this way, the same $ 5,000, buy a Samsung or buy Cool, consumer metropolis from the brand side to judge the strength of established contractors.
 Immediately, the cool start to transition end, even in low-end, continue to work with operators to work closely with, the introduction of the model of the amount of walking. Yang Qun, Cool chosen the right path, after all, now and ZTE, Huawei, Lenovo, together won nearly half of the domestic smartphone. But this process has proved that Cool was the so-called high-end transfer from the product side to the brand side, to enable them to par with Samsung, Apple and other international brands.
  Domestic brand mobile phones accounted for 50% of the domestic smartphone market, but are concentrated in the low-end smartphone market, Samsung and Apple accounted for 99% of the profits of the mobile phone market, while domestic brands and international brands can only compete for the remaining 1% of profits. "Warburg Securities has a mobile phone market research report also points out hidden under the brand value is missing. The report said that the domestic mobile phone to regain half of the operators to customize the market, margins are thin, the traditional channels of the market by operators to market shocks and Internet companies low-cost machines spoiler, domestic smart phone prices have fallen sharply this year, in an increasingly competitive.