Electronic enthusiasts eight o'clock: Foreign media commented that Chinese mobile phone manufacturers dare to call Apple, mainly relying on the introduction of local market features, such as dual card and better self-timer function. However, the homogenization of products by Chinese companies is serious, and they will face the challenge of infighting in the future. The following is a summary of the article:
In Africa's fast-growing smartphone market, the largest mobile phone manufacturer is not Apple or South Korea's Samsung Electronics, but the unknown Chinese company, Transsion Holdings Ltd., whose mobile phone provides local targeting. The function of the market, thereby winning the favor of consumers.
The company has brands such as Tecno, itel and Infinix. After the investigation, it was found that African consumers like to use multiple calling cards to avoid making external calls, thus saving money. Therefore, the company has developed a mobile phone with two SIM card slots. In addition, the company also optimized the camera, which is more prominent in terms of facial features due to the darker skin tone of the locals.
Arif Chowdhury, vice president of voice, said: "We don't provide everything we need, but provide what consumers want."
It is this kind of thinking that can explain why Chinese manufacturers are booming in the global smartphone market. According to market research firm IDC, Chinese mobile phone manufacturers included more than 40% of the global smartphone market in the first quarter of this year, doubling from five years ago. At the same time, Samsung Electronics and Apple's market share began to decline, down 3.5% from the previous year.
The success of Chinese mobile phone manufacturers can also find answers in the Pearl River Delta. The Pearl River Delta is known as the science and technology corridor in southern China. In addition to Xiaomi in Beijing, most of the more than 20 Chinese mobile phone manufacturers are located in the Pearl River Delta. The local technical talent is abundant and the manufacturing infrastructure is complete.
Huawei, ZTE and Voice are headquartered in Shenzhen. Oppo and Vivo's parent company, BBK and TCL, are located less than 60 miles (96.5 km) north of Shenzhen.
Smartphones are a very volatile market. Xiaomi was the leader of the Chinese market in 2015, but it fell to fifth place last year. The competition in the smartphone market is to maintain the competitiveness of price and function, while Shenzhen is where the battlefield lies.
For Western technology giants, Shenzhen used to be a foundry center. However, by combining low-cost production with high-tech engineering technology, Shenzhen has already incubated a large number of emerging companies.
TCL Chairman Li Dongsheng (microblogging) said: "In the past, everyone's impression of Chinese companies was not good at innovation. This statement was accurate three years ago, but the situation is different now." TCL's smartphones are currently ranked in the US Top five.
Oppo, which topped the Chinese smartphone market last year, could only do some decorative design eight years ago, such as making the camera a smiley face. Today, the biggest selling point of Oppo phones is to beautify the self-timer effect and fast-charge batteries.
Wu Qian, vice president of OPPO, said: "We value channel supervision and investigate the huge sales team to find out what consumers need for mobile phones and try to innovate from this aspect."
Today, Oppo is ready to do the same in overseas markets. In Southeast Asia and India, Oppo found that local consumers liked to take selfies, especially for this group of wide-angle lenses. Oppo also said it will expand its Indonesian plant this year, build a plant in India, and move to the Middle East and North Africa.
Similarly, Huawei has streamlined its smartphone product category, spending more effort on the camera of the mobile phone, borrowing the depth of field effect that the iPhone 7 Plus is the first to launch, and the price of Huawei’s mobile phone using this technology is only the iPhone’s three-pointer. one.
Shao Yang, president of Huawei's consumer business strategy marketing, said: "In the field of smart phones, what we do is to catch up with competitors through innovation. In the next stage, we hope to provide consumers with the best user experience and the best products. Leading."
At the voice company, executives notice that African users usually carry two SIM cards, and often change cards because the cost of calling across the Internet is higher than the intranet. Therefore, the voice launched a dual-card phone.
Chowdhury said that the voice also found that local consumers like to take selfies, but the imaging effect is not ideal due to skin problems. Transmitting fine-tunes the smartphone camera to enhance exposure and enhance photo clarity.
This effort was rewarded, and the voice surpassed Samsung Electronics last year and became the largest smartphone manufacturer in Africa. According to IDC, the market share of voice in Africa is over 38%.
In emerging markets such as Africa and India, low prices are the key to success. However, Chinese mobile phone manufacturers have made great progress in the US smartphone market, and their market share has increased from 13% in 2012 to 19% last year, stealing some Apple and HTC consumers.
Li Dongsheng said that TCL was authorized by the BlackBerry brand at the end of last year, after the company had produced smartphones for BlackBerry. TCL plans to use the BlackBerry brand to enter the US high-end market.
Li Dongsheng said that American consumers are really not, except for Apple users, the brand loyalty of others is not high. This creates opportunities for the entry of Chinese brands.
However, Chinese manufacturers are highly homogenized and lack brand reputation similar to Apple, which means that most of the Chinese manufacturers can only fight for consumers internally.
According to Kiranjeet Kaur, an analyst at IDC in Singapore, the challenge for Chinese companies is how to expand outside of the base camp to achieve differentiation.
Cole said: "Chinese mobile phone manufacturers stand out from their foreign counterparts mainly because of their functions, but the difference between them is not big. With entering new markets, the competition between them will become more intense."
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