The hottest thing in China's smart phone industry

2022-08-17
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Welcome to pay attention to the author's Sina Weibo: @ Lan Xi

speaking of the prosperity of China's industry, there must be two enterprises, MediaTek and Google. The former provides manufacturers with low-cost hardware solutions and opens the era of "Shanzhai machines", while the latter brings an open Android system and further reduces the threshold of smart market access

with the downfall of domestic established powers such as bird, Kejian and panda, the latecomers who have learned from the failure experience are more flexible, fierce and have an international vision: "regular army" Xiaomi and Meizu are good at developing their strengths and avoiding their weaknesses, and take "user experience" as a bait. The lightweight protection of fr.10 material of fan culture can improve the transportation and installation effectiveness of the brand, and the marketing effect is excellent; "Mercenaries" Huawei and ZTE tied up mobile operators and maintained considerable shipments from the beginning; "Miscellaneous brands" big cola and small pepper know that their brands have obvious disadvantages, and they mainly focus on cost-effective selling points from the side, hoping to get a piece of the low-end crowd; At present, both "guerrilla army" 360 and hammer technology are not pure manufacturers, and they rely heavily on the founders - Zhou Hongyi and Luo Yonghao, who are also topic figures, shouted on the platform

these four armies constitute and control the whole battle situation of Chinese intelligence

the first generation of Wulin leaders opened high and went low.

Meizu is one of the earliest intelligent manufacturers in China. This local enterprise in Zhuhai took the ride of MP3 players that swept the country and quickly completed the accumulation of original capital. When Huang Zhang, the founder of Meizu, found that more and more people were using headphones to listen to music on the street, he made a bold transformation - Meizu completely withdrew from the MP3 player market, deployed core engineers to invest in product research and development, and led other later domestic manufacturers. The first generation Meizu M8, which adopted WindowsCE system and was highly customized, was also a very successful product

today, Meizu M8 is a highly "imitation" of Apple iPhone. Huang Zhang once took Meizu M8 to Germany for exhibition in 2007, and hoped to expand the overseas market. When a local dealer rejected Huang Zhang, he said, "this interface is a great tool to send me to prison.". Apple also eventually sued Meizu, forcing M8 to delist ahead of schedule

at the same time, Meizu's leading edge has also been quietly disintegrated due to the decline of WindowsCE and the rise of Android, just like the first runner on the track, running and suddenly finding that the audience and other players have gone to another stadium. Due to Google's strong natural advantages, Android has already had thousands of applications and a huge army of developers not long after its launch. In contrast, even though Meizu M8 has transformed WindowsCE to the limit, it still lacks the support of third-party software, making it unable to compete with Android in the expansion of intelligence

when other manufacturers are cutting corners with Android until it breaks, Meizu is still worried about the choice of WindowsCE. Huang Zhang posted a post on Meizu community in the summer of 2009 saying that "Meizu has spent a lot of manpower and material resources on the mymobile system based on win CE, and it will be very stable in a period of time", And the situation was incorrectly predicted: "wince will also have more support because of its charges. I estimate that many APIs of WinCE and WM will be the same in the future, and resources will be rich". Before long, WindowsCE and windows mobile were abandoned by Microsoft

when turning to the Android camp, another private intelligent enterprise with countless ties to Meizu and stronger marketing performance than Meizu appeared, that is Xiaomi, which is better than Meizu

the prosperity of another "Gao Fu Shuai" sect

Huang Zhang publicly denounced Lei Jun, the leader of Xiaomi, as "disgusting" in the process of its rise, and disclosed that Lei Jun had used his friendship to obtain Meizu's trade secrets, and finally used it to develop competitive products Xiaomi. However, in addition to gratitude and resentment, the Jianghu still needs to continue. With its textbook marketing strategy, Xiaomi succeeded in catching up from behind

Lei Jun, who has an Internet gene, understands that as a mobile operating system free of licensing fees and with advanced technology, Android will add thousands of smart products to the market out of thin air. After experiencing that Jinshan was surpassed by 360 on the PC side by "user experience", Lei Jun knows the importance of differentiated competition. So Lei Jun didn't come up with hardware products at the beginning, but bypassed the ROM field and launched miuirom, which is deeply optimized, customized and developed based on Android

miui's designers and engineers were once packaged as "folk teams" by Lei Jun. in fact, most of the members were job hopping from top technology companies such as Tencent, Microsoft, Baidu, etc. the reason why these highly capable members are willing to give up their positions in large companies to become a "geek who loves to toss ROM" under Lei Jun is also because of the charisma of Xiaomi's founding team: Lei Jun, chairman of Jinshan, Lin bin, vice president of Google research Huang Jiangji, chief engineer of Microsoft Academy of engineering, Hong Feng, senior engineer of Google, Li Wanqiang, general manager of Kingsoft Ciba, and Zhou Guangping, chief engineer of Motorola Beijing R & D Center... Working in such a luxurious team does have the motivation to "fight chicken blood"

as Lei Jun expected, the miuirom produced by a highly paid professional team soon defeated other ROMs developed by individuals and became the preferred target for Android users to brush their machines. A full year after the release of the first internal test version of MIUI, Lei Jun invited familiar media to announce that Xiaomi will launch products, and invited users of MIUI and Mi chat to expect real "fever level" domestic intelligence

from the reaction of peers, it is not difficult to see Xiaomi's current dominant position: Huang Zhang forbids friends from talking about Xiaomi in Meizu community. Yu Chengdong, chairman of Huawei terminal, advised Huawei users not to brush MIUI on his microblog. Zhou Hongyi also started by shelling Xiaomi when he went on the "360 special machine". Luo Yonghao's microblog is even more teasing Xiaomi and Lei Jun... Perhaps it is that there is too little reliable independent brand in China's market, Even if Xiaomi continues to make negative (such as poor after-sales, playing futures machines), it can still sell hundreds of thousands of units in ten minutes by relying on sales. What Xiaomi is responsible for is to ensure that the purchased products meet the established purchase requirements

it can be seen that Lei Jun enjoys the identity of "creator of millet". There have been gossip in the industry, revealing Lei Jun's entrepreneurial mentality: Lei Jun once persuaded Bian Jiang, the former vice president of Shanda, to "go it alone" as a friend. The latter hesitated and said to change Shanda's plan. Lei Jun asked, is my position in Jinshan higher than yours in Shanda? Bian Jiang answered honestly, of course. Lei Jun asked again, it took me 10 years to change Jinshan. Do you think you can change Shanda with your current position? Bian Jiang was speechless and left Shanda to start his own business a few months later. Looking through Lei Jun's life experience, we can see that before Xiaomi, he certainly did not lack wealth and reputation, but he really never acted as the real "master" of a commercial company - Jinshan was Qiu Bojun's, and the investment of Fanke, UC and DuoWan were all the founders of Lei Jun's own industries, almost none of them. Xiaomi, founded in the 40s, has basically bet on Lei Jun's wealth and resources for decades. So far, the trend of Xiaomi has not disappointed Lei Jun

in June 2012, Xiaomi completed the third round of financing of US $216 million, with a valuation of US $4billion, close to half of Nokia, and its annual sales reached 12.6 billion yuan

the martial brothers who rely on famous families but have an uncertain future

compared with Meizu and Xiaomi, which focus on business, for communication solution providers such as Huawei and ZTE, it is a product line that conforms to the market trend and exists in the form of "employment". Therefore, Huawei is only a Huawei terminal belonging to one of Huawei's four business groups, and ZTE only exists its business as a product business department, There are no independent R & D and sales resources

if Huawei and ZTE are regarded as classmates, Huawei's exam results should be better than ZTE's. It also relies heavily on mobile operators because of its lack of competitiveness - when China Mobile, China Unicom and Chinatelecom handle business, hundreds of millions of Huawei and ZTE products are matched with business packages or given away or sold at a low price to users, but Huawei has begun to learn the rules of the free market, not only has it the strategy of promoting star models (such as ascend Series), but also has begun the steps of self building and developing e-commerce channels. More importantly, Huawei Group's profit (profit of 15.4 billion in 2012) can bring subsidies to the business, and ZTE's loss (loss of 2.5 billion in 2012) also makes the strategy of "selling at a loss for market share" more "painful"

compared with other domestic enterprises, the capital of Huawei and ZTE can help them find a larger market with the help of international routes. At the 2013 World Mobile Congress (MWC) in Barcelona, Mozilla, the parent company of Firefox browser, launched another intelligent operating system, firefoxos, which impressively has the names of Huawei and ZTE in the list of its hardware partners. As firefoxos began to be popular in Spain, Brazil With the support of communication operators in Colombia and other regions, Huawei and ZTE also hope to sell smart products equipped with Firefox OS to European and South American markets

however, neither Huawei nor ZTE can rely on the B2B centralized purchase mode for "wholesale sales" for a long time, which will seriously reduce the premium ability of products. ZTE's sales in the open market account for only 10%. Yu Chengdong of Huawei also admitted that Huawei intelligence, which sells more than 20million units a year, has "very low profits"

Jianghu individual customers have their own secrets

Zhou Hongyi, chairman of 360, who has a good personal relationship with Yu Chengdong, once grandly played the trump card of "360 special vending machine", hoping to design an underwriting channel by taking advantage of 360's user coverage on PC. the ideal model is a little similar to the complex of "e-commerce + online group purchase + event marketing". Zhou Hongyi's idea of "empty handed White Wolf" is that since 360 has 200million users and 360 software also has the ability to directly reach the user's desktop, then take the trend of user scale and go to the manufacturer to get higher profits. The latter covets the product exposure and sales channels, and seems to be willing to choose to take out a certain batch of products to 360 "special supply"

however, in addition to the high attention paid to the 360 special supply machine initially relying on the conceptual gimmick, the actual market response was not ideal. Yu Chengdong also temporarily took Huawei's main model "glory series" out of the list of 360 special supply machines. Other manufacturers also took into account the brand image, and would not give star products to Zhou Hongyi for a "big sale". So far, the 360 special supply machine has only been supported by some products that can hardly be sold in the market. No surprise, even if the price makes a certain concession, it still cannot really attract the favor of users

if Zhou Hongyi hopes to post a "special offer" on the card, then the card Luo Yonghao wants to post on the card is "feelings". Referring to Xiaomi's development route, Luo Yonghao also hopes to accumulate users by doing ROM first, and then formulate production strategies based on market feedback

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