Since 20 17, the domestic market resources have been continuously concentrated, and the market structure has changed from "inverted triangle" to "t", while the "head players" in the market are still expanding their advantages. But after all, there are still some second-tier mobile phone manufacturers in the market, and what is the current situation of everyone in an environment where market share is constantly being eroded by head brands? Will it be "shuffled" or is it possible to become a "dark horse"? Let's take a look at several second-tier mobile phone brands with high attention!
Meizu: Can Meizu 16s be "small and beautiful" again?
As we all know, Meizu started with MP3 and was founded in 2003. In just three years, with almost no advertisements, Meizu became famous in the MP3 market with several products such as M3, M6 and E6, and became the leading player brand in China at that time.
The first mobile phone brought by Meizu showed enough innovative spirit. Meizu M8 adopted the most advanced capacitive touch screen at that time, becoming the first domestic mobile phone equipped with this technology, which can be described as "outstanding". At that time, at the door of the store, the grand occasion of everyone queuing to buy was also surprising.
In the PRO 5 era, the sales volume of Meizu products increased by 350%, ranking among the top ten domestic mobile phones for the first time. At the same time, "Charm Blue" also met with you for the first time. However, Meizu's operational crisis began to emerge gradually after Pro 6. "Traders made mistakes and the sales channels were not separated, which led to the decline of the brand." These are all problems that Meizu insiders revealed to the outside world at that time.
And at that time, Meizu's flagship product has always had a fatal flaw, that is, due to its bad relationship with Qualcomm, Meizu has never adopted Qualcomm's chips. At that time, there was a saying that "Huang Ning lost the telecommunications market and did not compromise."
As a result, 20 16, after all, "the arm can't twist the thigh", Meizu chose to reconcile with Qualcomm. Unfortunately, "kerosene" didn't wait for the flagship of Qualcomm version, but waited for Pro 7 with the fastest price reduction. This is also the fuse that Meizu began to fall to the bottom. Troika (Li Nan, Bai Yongxiang, Yang Yan) gradually moved away from their original posts, and Huang Zhang came out again until 16s was released. However, in terms of sales volume, Meizu has long been difficult to return to its peak. In addition, the cost performance ratio of 16s has been criticized recently, and Huang Zhang's nepotism is even more unpopular.
At present, it is actually a bit difficult for Meizu to usher in a turnaround in the short term. Whether word-of-mouth can be re-established depends on Meizu's next products. At least on Meizu 16s, it is difficult for us to find enough bright spots.
Hammer: "sell for survival", how long will the new product have to wait?
The topic of hammer is basically "semi-smearing". Of course, it's not derogatory, just controversial, just like Luo Yonghao, the founder of Hammer Technology. Luo Yonghao is not the first person to "build a plane" across the border. Before him, there had been a successful case of Lei Jun. Like Xiaomi, the hammer started from the mobile phone system. As early as 20 13, Smartisan OS was just launched, and some of its small functions are really eye-catching, such as hammer notes. Until now, it is common to see someone signing Weibo with a hammer.
However, in terms of hardware products, even with the participation of such a big man as Qian Chen, the flagship product of the hammer still failed to be as "a hit" as Xiaomi.
At that time, Lao Luo went directly to Foxconn for the OEM hammer T 1. According to common sense, it should be no problem to have the top mobile phone foundry in the industry. Results The hammer T 1 temporarily changed the plastic back cover into glass material, which directly led to the decrease of the yield, and then affected the overall shipment. It took three months for the product to be shipped after it was released, and by that time, the air outlet had passed, and the final sales volume ended bleak, with less than 300,000 units. However, when the nut series is gradually on the right track, everyone thinks that the hammer should be "made". At least, the good evaluation of Nut Pro is much vilified.
But it is puzzling that the hammer has just started to make mobile phones for a few years, but it has started a product that is difficult to land like "TNT". For a time, everyone's crusade against Lao Luo broke out one after another. I finally got some investment, but I still don't cherish it. It is my own left.
Look at these products released by Hammer Technology. In fact, you will inevitably find some clues. There are several reasons for the poor sales of mobile phones: 1, the problem of OEM, 2, the product itself is not attractive enough, and 3, it pays attention to products other than mobile phones.
Moreover, as a trader of a company, it is often surprising, such as "what grandchildren are solution integrators", which is also unacceptable. After all, as a technical company, even though many technical solutions are provided by the supply chain, whether it can be won or not is the time to test the strength of the company. Lao Luo did not put his mind on these places, but kept "wandering in the sky". He was dissatisfied with his netizens and went to Youku to continue to "bicker" with the media big V. How can this reassure users?
It's been a long time since the hammer last held a new product launch conference, and Smartisan OS has now changed hands. Fortunately, however, Zhu Haizhou, product manager of Hammer Technology, recently revealed in Weibo that there will still be a new hammer machine this year. In this regard, some insiders analyzed that this was due to the sale of business and earned a sum of money. If the hammer can make products in a down-to-earth manner, there is still a chance to survive, otherwise there will always be a "dead end" day.
One plus: one plus seven exposures, 1 100 million screen focus.
Liu had been working in OPPO before Yijia was founded. In 2006, he began to sell OPPO Blu-ray DVD through the Internet, which gained some recognition in some parts of the United States. In 20 12, Find 5 and N 1 were introduced. Finally, Liu chose to set up Yijia Technology at the end of 20 13. In 20 14 years, when yijia was less than 1 year old, and when most mobile phone brands' forums still needed to open browsers to log in to web pages, yijia also specially released the then one plus community App.
In addition, unlike other brands, one plus went to sea earlier, especially in some developed markets, far behind some big manufacturers at that time. Another plus has also changed the impression of many users on traditional Android machines. In the early days of the development of the smart phone industry, domestic manufacturers did not pay attention to system optimization, so Caton also became a major drawback of the Android camp.
Liu has a good eye. Based on this, the first generation of products released on 20 14, the domestic version is equipped with the color os system of OPPO, and the overseas version is equipped with the third-party ROM CyanogenMod of Android. It is worth mentioning that at that time, this product quickly attracted many foreign fans because of its top configuration and less than half the price of iPhone.
No matter from which point of view, it seems that one plus one is a more successful second-tier brand. After all, in addition to the support of "strong background", it has become Liu's correct choice to take the boutique route and adhere to the flagship. The strategy of "one plus one" and "not selling goods at low prices" makes its profit basically guaranteed. Compared with the same generation, some manufacturers gradually lost their competitiveness because of the broken capital chain and the shortage of flagship products. But one plus is always in a benign state.
Not long ago, "Boss Zhang" also said to the exposure of one plus seven, "We want to use a brand-new screen for new products this year! We invested nearly 1 100 million yuan in R&D expenses just to customize a unique and unique display screen. " It is not difficult to see that one plus one's insistence on products is absolutely outstanding among second-tier brands, which may be an important reason for one plus's taste.
HTC and Sony Mobile: "It's hard to get back to the peak because of the decline in the middle"
In addition to the three domestic mobile phone manufacturers mentioned above, there are many second-tier manufacturers, such as HTC. However, since falling to the bottom, the "ham sausage" has never turned over. In the past few years, it has attracted the attention of many gamers by relying on VR devices. However, in recent years, with the decline of brand awareness, shipments have dropped sharply, and HTC mobile phones have gradually faded out of people's sight due to their own profitability. You know, the world's first Android phone was released by HTC, and subsequent products have also hit new highs in shipments.
Unfortunately, HTC gradually lost its market appeal because it misjudged the market, especially the collapse of Chinese mainland, which made HTC regain its vitality. Although it has recently been reported that HTC is about to release a new product, most likely a second-generation blockchain mobile phone, HTC, which has already left the mainstream mobile phone front, is probably just to brush the sense of existence.
The predecessor of Sony Mobile can actually be traced back to the Sony Ericsson era. 200 1 10 Sony Ericsson Mobile Communication Company, established by Sony Corporation of Japan and Ericsson Corporation of Sweden, is mainly engaged in the production of mobile phone products. However, after 2007, due to the rise of smart phones, Sony Ericsson gradually lost its market share and the company's operation became more difficult.
After half a year's negotiation, Sony finally paid Ericsson 65.438+0.5 billion euros (65.438+0.47 billion US dollars). Since then, Sony Ericsson has been incorporated into a wholly-owned subsidiary of Sony. Subsequently, Sony Ericsson changed its name to Sony Mobile. According to the latest reports from foreign media, the sales volume of Sony mobile phone Q 1 this year is only 6.5 million. According to industry insiders, this may be one of the reasons why Sony closed its Beijing factory. As an important member of the upstream industrial chain, Sony's mobile phone business has been tepid, and it is a pity that it is a veritable second-tier manufacturer.
Write it at the end,
Since 20 14, the mobile phone market has begun to show the phenomenon of homogenization of design and transparency of configuration, but the subsidy policy of operators has been adjusted and the share of open channels has increased. For big manufacturers, marketing wars and channel wars are inevitable. For example, OV began to deepen entertainment marketing, and Internet mobile phone brands turned to offline channels.
But big factories can "pave the way with money", but small factories can't mess around. A senior industry insider once said, "Mobile phone manufacturers didn't starve to death, only died." The implication is that if mobile phone manufacturers set sales targets according to actual business conditions, they can be healthy, but once tens of thousands of mobile phones are in stock, it will become a loss of hundreds of millions of yuan.
In view of this, if second-tier manufacturers want to survive in the cracks, they can actually start from the following directions: First, the price of flagship mobile phones should not be too high; Second, we should pay attention to differentiation and not easily enter the "battlefield" of large factories; Third, create a single product explosion, give play to the advantages of small brands, and fourth, pay attention to user reputation and loyalty. In addition, the 5G era is also an important moment to test everyone. For small manufacturers, the rhythm of not seeking fast but seeking stability is more reliable.
From the current point of view, one plus is the best, and Meizu also hopes to realize brand transformation through this direction, but the result is not yet clear. So how can second-tier manufacturers live more moist? And who is the most powerful second-tier mobile phone manufacturer in your mind? Welcome everyone to actively leave a message in the comment area to participate in the discussion!