Meizu, Gionee, Lenovo have fallen behind 5G shuttle bus fleeting

Although the time has come to the beginning of the summer, the Chinese smartphone market is like Beijing in April. It is still in the cold winter, and it is even more chilly for the mobile phone brand.

According to the "Analysis Report on the Operation of Domestic Mobile Phone Markets in March 2018" released by China Information and Communication Research Institute, China's smart phone industry continued to experience negative growth. The shipment of Q1 mobile phones was only 87.370 million units, down 26.1% year-on-year. The industry Matthew effect is intensifying. According to the GfK report, the five mobile phone brands (iPhone, Huawei, OPPO, VIVO, Xiaomi) in the top of the “T-shaped” pattern accounted for 83% of the market. The mobile phone manufacturer that divides the remaining 17% of the market share has the same name: Others.

"Others" includes Meizu , Gionee, Lenovo, etc. These mobile phone brands that have had a glorious history have fallen behind, and bad news continues. Meizu has twice laid off employees. In 2017, the number of layoffs exceeded 1,000. The official explanation was “saving costs for listing” and it is still in a loss. Also in the loss is Lenovo. Jin Li’s recent news of the break of the capital chain has caused widespread concern. In order to lift the debt crisis, Jinli chose to lay off employees and save themselves. According to public sources, Jinli’s headquarters will also lay off 50% of its staff. Yu Lei, vice president of Jinli Group, said on Weibo that “the advertising fee is indeed owed. The media, but there is no need for individual media to die."

Even if there is no "forced by death", the "Others" days that are left behind are not good. Several mobile phone manufacturers such as Jinli have had a bright performance in the history of smart phone development in China, but the market share has become less and less with the dividend period. Meizu and Gionee are ranked sixth and seventh respectively, and Lenovo’s market The share is less than 1%, even behind the hammer mobile phone, the mobile phone brands who are behind are now trapped.

It is the last straw that crushes the camel, but it is the responsibility of the camel to get rid of all the straw. The lack of mobile phone brands such as Jinli and Meizu is the result of many historical mistakes. And from the following four aspects to talk about the wrong way of the middle-class students who have fallen behind in the mobile phone market, how to save themselves in the cold winter.

The mobile phone brands that are left behind have no problem with the positioning. Meizu has a reputation for excellence in design. The original is a high-end boutique and modular route. However, it was quick and profitable in the late stage. It was too arrogant in strategic layout. It was always benchmarked against Xiaomi. After many strategic adjustments, it finally lost itself. Swinging, sometimes focusing on business style, sometimes wooing young people, a brand with unclear positioning, it is also vague in the eyes of consumers; Lenovo's positioning is also unclear, refused to let go, mobile products have been contrary to market trends The configuration is lower than other manufacturers, but the price is higher than the market...

Mobile phone manufacturers such as Jinli, Meizu, and Lenovo have used the sea tactics. In order to occupy the full-screen market, Jin Li has released eight full-screen mobile phones ranging from low-end to high-end price ranges; in order to return to the mobile phone market, Lenovo also released three mobile phones at the press conference on March 20. Guangsha.com is not understanding the market demand, and the brand positioning is vague. If you want to create a myth, it will eventually become a "joke." Establishing a brand image is not an easy task. To impress the user, first of all, it is necessary to convey a clear positioning to the market. A boutique is worth more than one hundred new products.

Clear positioning is an advantage. Patent is also the unique advantage of mobile phone manufacturers. The report “Analysis of the operation and development trend of the domestic mobile phone market in 2017” shows that the chip and other fields are innovation trends. Jin Lishang also has high investment in research and development, and chip technology is also original. Nubian is backed by ZTE's strong technical strength. However, mobile phone manufacturers such as Lenovo and Meizu are far less invested in R&D than Huawei and other third-party suppliers. The lack of technical ability is also the cause of the decline of many mobile phone manufacturers. Insufficient technology, products can not keep up with the development trend, the fall of the team is also the inevitable result, Lenovo is a very typical example.

Lenovo's own mobile phone patents are small, mainly supplemented by acquisitions. In 2014, it acquired more than 2,000 patents and 21,000 patent cross-licensings through the acquisition of Motorola, and subsequently acquired several patents of patent organizations UnwiredPlanet and NEC. However, Lenovo lacks the ability to integrate and enhance patents. Motorola's large number of patents have not been well used. Hardware development has always lagged behind Samsung and other big companies. If it is a metaphor, Lenovo will get "two-way foil" but finally lose. It is. This shows that mobile phone manufacturers want to make achievements, and research and development investment is indispensable.

Marketing is the means to expand brand influence, increase brand and user emotional connection, and cultivate loyal users. However, improper marketing will cast a shadow on the brand image that is difficult to wash away.

In fact, every mobile phone brand has its own unique advantages, but the middle-class students do not know how to promote their strengths, so that users can see their own advantages. For example, Jinli's endurance is outstanding, and the "2017 domestic mobile phone market operation and development trend analysis" report also mentions that the endurance is still the key to improving the user experience, is the focus of the mobile phone market, and then the professional photography of Nubia. Level camera, etc. Now facing the financial chain break, Jin Li can be said to be the biggest victim of improper marketing strategy. Although Jin Li and OPPO and VIVO are willing to spend a lot of money on marketing, the income is a slap in the face.

Judging from celebrity endorsements, Jin Li’s spokespersons are mostly successful middle-aged people, such as Andy Lau, who brought the first round of exposure to Gionee, as well as well-known artists such as Miao Cunxin and Feng Xiaogang. Although Jin Li has also used the spokespersons of younger audiences such as Phoenix Legend, Yan Jingtian and Xue Zhiqian, the road to youthfulness has not been successful. For example, although the spokesperson Xue Zhiqian brought sales to Jin Li and touched young consumers, it is regrettable that Xue Zhiqian’s reputation has declined. On the whole, Jin Li is still partial to middle-aged in the choice of spokespersons. He has not grasped the consumer psychology of the young people and failed to break the stereotype of the user.

Consumers’ stereotypes about Gionee should start from “Golden Voice King”. This product used TV advertising marketing at the time. Although the sales of mobile phones increased, the inadvertent marketing channels of TV commercials also caused serious problems to Jinli’s brand image. The negative impact. "Just 998, Jin Li voice king brought home" this brainwashing magic sound left an indelible negative impression on Chinese consumers. Even though Jin Li invested heavily in marketing in 2016 and 2017, he could not reverse the user's Stereotype. The OPPO and VIVO students created a myth in marketing, and the teacher of Jin Li was not the marketing, and the marketing cost beyond expectations became the last straw of the crush.

Jinli has been actively saving itself. However, after the funds are in place, Jinli needs to change its marketing strategy in a timely manner, abandon its investment strategy, analyze market trends, and select a precise marketing strategy that is consistent with brand image and product positioning. Similarly, Lenovo, Meizu and other mobile phone brands, after clear brand positioning, also need to choose a marketing program that meets the brand and product positioning to enhance their popularity and exposure in the market.

There are many market segments in the smart phone industry. The dividend period in each market is short-lived. If a mobile phone brand relies too much on a single channel, when the dividend in the field disappears, it will become a fish. Jin Li can develop into a market share in the case of unclear brand positioning and market failure. It is precisely because of channel development that it can be said that its offline channels are very strong, but Nubia and Lenovo are deeply attracted by the channel. Harm.

Both ZTE and Lenovo rely heavily on carrier channels. Data show that before 2016, 90% of ZTE’s shipments came from operators, while Nubian, who was born in ZTE, changed its social channels, but relied heavily on online channels. The ratio of the upper and lower channels is 7:3, which is extremely unbalanced. This is also why ZTE has a foothold in the high-end market in the United States, but there is no wave in the Chinese mobile phone market.

The same is true for Lenovo. In the customized mobile phone market of the three major operators, the market share has been the longest in the long term. It has been attacked into the top five mobile phone sales in China by the operator channel. When the operator began to adjust the subsidy policy in 2014, the subsidy ratio of the customized machine was lowered. At the time, the profit of the low-end custom machine was reduced, and the association of the crisis behind the channel was not realized, and it has never recovered.

Now that the dividend period is over, offline traffic is becoming more and more important, and the mobile phone brands in the upper part of the “T-type” pattern such as Xiaomi, OPPO and VIVO are still actively circling the ground and expanding the channels. It is also necessary to build its own channel advantage, or else under the encirclement of the big factory, there is no bones.

Marketing is good, positioning is successful, once the product goes wrong, the efforts of the manufacturers can be completely disintegrated. Most users will not continue to endure the mobile phones with quality control problems for their feelings. Quality control is also regarded as entering the high-end mobile phone market. threshold. Mobile phone manufacturers such as Meizu and Nubia have successively passed the issue of quality control, which cast a shadow over the brand. For example, the NFC function of Pro6 Plus released by Meizu in 2017 cannot be used, and many media have reported this matter; Meizu’s Flow Headphone Mixing Unit has also damaged the reputation of Meizu.

Looking at Nubia, in the evaluation of “China Quality Miles” in 2016, Nubia ranked last in the four categories of 14 service indicators including core services and ancillary services with 70.5 points. Nubian mobile phones have quality problems such as flower screens and black screens, which are deeply criticized by consumers. Nubian, which has many bugs and slow updates, also makes its fans love and hate.

“It’s not impossible to use” should not be the attitude that a brand should face when facing consumers. Boutiques can establish brand reputation, continuously bring new increments to mobile phone manufacturers, and enhance the emotional connection between core fans and brands. Therefore, the mobile phone manufacturers that are loose in quality control will eventually pick up their own feet and eliminate the reputation built up in the user community. The mobile phone manufacturers such as the former car, the future, the charm blue, Nubia and other mobile phone manufacturers need to improve the service quality in the future.

The rise of mobile phone brands such as Xiaomi and OPPO has its own merits. The decline of mobile phones such as Jinli, Lenovo and Meizu is often due to the same mistakes and no lessons from peers. Under the cold winter of 4G era, the "Others" left behind in the future competition of dividends and vacuums will make up the mistakes in clearing the brand positioning, precise marketing, expanding channels and improving service quality. Perhaps there is still a line of vitality to the 5G era. Bonus.

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