Domestic thousand yuan smart phone out of the street how to stand firm?

The current situation of the thousand-dollar smart phone market: As the products get together in the past two years, the reduction of the smart phone market threshold has accelerated the pace of thousands of smartphones to ask the market. More and more domestic mobile phone brands, including several internet companies, are rushing to jump into the market. Thousand yuan smart phone in the flood. For a time, thousands of smart phones with the configuration and price as the main competition points came together. However, are these products that are produced by domestic mobile phone manufacturers focused on capturing the "heart" of users? Do they have the ability to occupy the commanding heights of the smartphone market?

(Note: This article refers to the thousands of smart phones that carry the Android system, priced at 1,300 yuan or less.)

Thousand yuan smart phone market status Market size: Domestic mobile phone makers get together, the first mobile phone brand that the international mobile phone manufacturers follow in the field of thousand yuan smartphones belongs to Huawei. As early as May 2010, Huawei launched Android OS 2.1 system. Qianyuan smart phone, in June of that year, ZTE launched ZTE X850, which is also equipped with Android system. In 2010, Huawei and ZTE launched 7 thousand Android smart phones, ranking top in the domestic mobile phone brand camp. Coolpad and Tianyu also launched a thousand-dollar smart phone equipped with an Android system in 2010.

In 2011, the number of domestic brands that entered the market of thousand yuan smartphones increased sharply, from four in 2010 to 15 and the number of thousand-dollar smart machines increased from 10 in 2010 to more than 70 in 2011.

In 2012, international mobile phone manufacturers began to tilt toward the thousand-dollar smart phone market. In April, Motorola took the lead in joining the battlefield of thousands of smart machines. HTC and Samsung followed suit. ZDC statistics show that as of mid-June, the number of smartphones sold in the Chinese market totaling more than 2,000 yuan has reached a total of more than 270, an increase of nearly a hundred compared to 2011. The growth rate of the size of the thousand-dollar smartphone market is evident.

Brand competition: domestic mobile phone brands occupy a dominant position in the market. From the perspective of brand competition, in the middle and early June of 2012, Lenovo’s largest number of products sold in the thousand-thousand-dollar smart phone market became the most popular with a proportion of 17.8%. Concerned brand. Followed by Nokia with many Symbian systems thousands of smart models. ZTE and Huawei ranked third and fourth with 13.4% and 12.1% respectively. Motorola, Samsung and other international brands ranked outside the top five. It can be seen that domestic brands occupy a dominant position in the market of thousand yuan smart phones.


(Chart) The proportion of attention paid to brands in the Chinese smartphone market in the mid-to-late months of June 2012 Note: In this statistics, the Nokia Symbian system’s thousand-thousand smartphones are also within the statistical range.

Thousand yuan smart phone market problems Market prospects are very good: More than 70% of users plan to purchase thousand yuan smart phones after several years of development, the price is still the primary consideration for users to buy smart phones, while accompanied by technology continues to mature With advancements, models priced at a thousand yuan can also be equipped with mainstream configurations. Therefore, a thousand-thousand-dollar smartphone with a relatively high performance-to-price ratio has become a focus of consumer attention.

According to the latest survey data from ZDC, 74.2% of the respondents clearly stated their intention to purchase a thousand yuan smart phone, of which 72.8% of the users also expressed their intention to purchase a thousand yuan smart model of a domestic brand. It can be seen that the user still buys a thousand yuan smart phone. ZDC believes that domestic brands can do a great job in the thousands of smart phone market.


(Chart) The recent purchase intention of thousands of smartphones by consumers has become increasingly competitive in the smartphone market. There are some problems that cannot be overlooked. From the number of brands and products that have been increasing year by year, the competition in the market for the smartphones of the thousand yuan is intensifying. Some problems that affect the long-term development of the future are gradually exposed. The market is far from looking so good. First of all, the homogenization of products has become increasingly serious. As the current Symbian system has been declining, Apple iOS system is closed system, Microsoft and Nokia's Windows Phone system is still not a big climate, Google's open Android system has become the object of choice for all manufacturers.

The identity of the development platform and the limited nature of secondary development are the main reasons why the thousand smartphone products have fallen into a homogeneous environment. In addition, because a large part of thousands of intelligent machines are customized by operators, the built-in operator customization functions are basically the same and lack innovation.

(Chart) The reason why consumers do not choose the domestic brand thousand-thousand smart phone distribution Second, from the user's point of view, consumers still have many concerns about the domestic brand thousand-thousand smart phone. The stability of performance has become the biggest factor that restricts user selection. Due to historical issues, consumer concerns about the quality of domestic smart phone products still exist in the era of smart phones. In addition, lack of innovation in industrial design, built-in software is also an important reason why consumers are unwilling to choose thousand-yuan smart phones.

How to do that, domestic mobile phone manufacturers can gain a firm foothold in the market of thousands of smartphones with high potential for users?

Fighting experience is the key to winning. From the user's concerns and the actual situation of the current market, if a product brings a poor user experience, even if the product's selling price is lower, the manufacturer's marketing will be fancy again. Will buy it, it will only be overwhelmed by other products. At this point, Apple's iPhone product is undoubtedly the best example. The unique user experience is Apple's biggest capital that is still sought after by consumers despite its high price.

The domestic thousand-thousand-dollar smart phone market also has an example of paying attention to the user experience to achieve results. For example, Huawei, the domestic brand that first joined the thousand-dollar smart phone camp, launched cooperation with China Telecom in August 2010 and launched the C8500. Its 100-day sales have exceeded one million (this machine has been discontinued, and the C8500S is an alternative). One year later, Huawei's C8650, which was once again launched in partnership with telecommunications, broke sales of two million units in two months, setting a new record for the C8500. The main reason for Huawei's acceptance of the market for these two products is not the selling price. Huawei and China Telecom have focused on these two cooperations to enhance the user experience.

With the increasing number of smartphones in the market with thousands of smartphones, the number of users who purchase these products increases, and consumer behavior tends to be more rational. It will not be controlled by simple parameters and prices, but more products will be considered. Experience issues. It can be said that the user experience directly determines the reputation of a product and even the brand in the user group. To a large extent, the role of word-of-mouth communication is even better than the advertisements of vendors, and its pulling effect on product sales can be unlimited.

Pay attention to user experience. The user experience mentioned here includes hardware, operating system, application programs and other aspects that give the impression to users. It is a product that can stand out from the thousands of smart phone market with similar price and configuration convergence. Whether or not to form the key to differentiated competition. ZDC believes that one or two issues that are often complained by users at ordinary times should be resolved. It is one of the main ways for users to remember this product and the brand at once.

In addition, in the era of 2G mobile phones, domestic mobile phones only weigh heavily on the quality of the "chicken" method of market competition for its promotion of products in the era of smart phones buried hidden dangers, how to eliminate the user's doubts about the quality of domestic smart phone products, is a domestic brand Another big problem that needs to be solved during the expedition process in the thousand-dollar smartphone market.

In general, the cake for the thousand-dollar smart phone market is very large, and there is ample room for domestic brands to play. However, if you want to get a cake and get a firm foothold, domestic mobile phone manufacturers must increase product development efforts to increase the product's soft capital content, in addition to fight hardware, fight prices, but also need to fight quality, fight experience, improve the product's gold content, To enhance the user's experience and evaluation, only in this way can we change the stereotypes of “poor quality and poor experience” left by domestic mobile phones, so as to gain the source of long-term development and build up their own right to speak.