The cross-border entry of Pepsi's mobile phones and the launch of a mobile phone conference in October have made the development of the domestic mobile phone market still seem beautiful. However, the huge dilemma of the big cola has raised a wake-up call for the first- and second-tier giant brands. Positioning has become more mature after the fierce card position war, and the living space of small and medium-sized smartphone brands has been squeezed smaller and smaller, and will continue to usher in a brutal bankruptcy.
"Coke" is gone, the "Pepsi" on the scene will be able to fire?
Recently, a cloud Chen Technology bankruptcy liquidation, the news that Duke Xiuhong, the founder of the big cola mobile phone, has left the post on the Internet, and then the Beijing Morning Post reporter has been trying to contact the product manager of the big cola, but the other party has been shut down. Ding Xiuhong denied the "bankruptcy liquidation" in the interview with relevant media, and stressed that he left the company mainly because of different views on the development direction of the mobile phone industry. But it is undeniable that the Coca-Cola phone is indeed experiencing a huge dilemma. As we all know, although the Coca-Cola mobile phone is not a first- and second-line mobile phone brand, it has also emerged in the wave of Internet mobile phones. It is reported that at the end of last year, the big cola 3 has set a total of more than 16 million in 25 minutes in crowdfunding activities.
Many industry analysts said that the reason why Coke fell into such a situation is largely related to its brand positioning, product marketing and channel shortcomings, but the latter reflects that the domestic small and medium-sized mobile phone brands are experiencing a brutal bankruptcy. In addition to the big cola, many Internet mobile phone brands such as small pepper, green orange, Linghu, Baijia mobile phone, etc. are basically silent.
Interestingly, however, almost the news that “Coke cola mobile phone is gone†was issued, and the news that “Pepsi Cola also pushed the mobile phone†began to bomb the social platforms. However, the person in charge of Pepsi Mobile has confirmed to the Beijing Morning Post reporter that Pepsi Mobile It is not PepsiCo's own production, but PepsiCo has licensed its own brand to a domestic technology company. In other words, the phone is only branded with Pepsi, and PepsiCo is not a real manufacturer.
Wang Yanhui, secretary general of the China Mobile Alliance, said in an interview with the Beijing Morning Post that the current pattern of the domestic mobile phone market has basically taken shape. New entrants have basically nothing unless they have very competitive price/performance ratio or more personalized R&D capabilities. Development opportunities, the collapse of the small and medium mobile phone brands in the future will continue to intensify.
Giant brand positioning has matured
Wang Yanhui said that unlike the cruel bankruptcy tide that small and medium-sized brands are experiencing, the domestic first- and second-tier giant mobile phone brands have experienced mature brand positioning and market status after experiencing fierce card positions in the previous two years.
In the e-commerce market, Huawei, Xiaomi and Meizu are still the three most concerned brands. After the huge success of Mate7, Huawei launched a new flagship MateS this year, which set a high price of 4,199 yuan, and also grabbed the pressure touch screen before Apple, which shows that it has been exerting force. The determination of the high-end market. Meizu has completed the whole line of high-end and low-end markets through multi-model strategy. Among them, Charm Blue is a good youth, MX is a mid-end with super cost-effective, and PRO is playing in the high-end market. At the launch conference of Charm Blue Metal on October 21, Bai Yongxiang said that the sales of Charm Blue series products have exceeded 13 million, and the latest release of Charm Blue Metal is equipped with new metal body, flagship performance, fingerprint recognition and other functions. The price is only 1099 yuan, which truly realizes the high-end experience of the thousand yuan machine.
Online, according to the China Mobile market offline report released by Sino in August, OPPO and vivo continue to rely on their strong channel advantages to continue the previous outstanding performance, of which OPPO is particularly prominent, becoming the August offline sales champion. Its outstanding performance of the main photo and fast charging OPPOR7, R7 Plus is to lay its dominance in the price range of 2000-3000 yuan, "to the United States a beat", "charge five minutes, talk two hours" performance, both It has well captured the user's need for mobile phone life and camera. Its newly released OPPO R7s brings more battery life, VOOC flash, power-saving wizards and a better feel experience. Wu Qian, vice president of OPPO, said that OPPO will continue to strive to stay ahead of the market through product and channel service advantages.
“Because the top ten brands in the market basically control 90% of the market share, the product line covers all levels from 100 yuan to 5,000 yuan, so consumers will tend to be more big brands in the process of selection. Small and medium-sized brand manufacturers It is difficult to compete with strength." Wang Yanhui also said that “it is not difficult to find that the development pattern of domestic mobile phone brands has basically been fixed, and the development space of small and medium-sized brands is getting smaller and smaller, and big brands will gradually monopolize the entire market.â€
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