The domestic brands have changed and the competition platform has entered into intelligence in advance. “If there are 1,000 original cottages, there should be less than 200 now. In a year or two, at least another zero.” As the founder of Jinli Mobile Chairman Liu Lirong is also the president of the Shenzhen Mobile Phone Industry Association and has long been rooted in Shenzhen, a hot spot for the global mobile phone industry. In his view, the road to the cottage will be narrower and narrower. In fact, as the cost of mobile phones continues to fall, the market for feature machines on which cottage machines survive is shrinking further. At the same time, the price of smart phones has been rapidly lowered since the beginning of this year, and brand owners intend to hit stand-alone prices below 700 yuan, and cottage machines are also highly desirable.

During this shift, mobile phone brands and genuine manufacturers continue to emerge. According to statistics released recently by Zhang Xinsheng, inspector of the Ministry of Industry and Information Technology of the Ministry of Industry and Information Technology in the mobile phone manufacturing enterprise working conference, 219 new mobile phone manufacturers were added in the first three quarters of this year. According to relevant sources, the products produced by these manufacturers will apply for a network license to the Ministry of Industry and Information Technology, and they will appear within the scope of statistics and become a legitimate player in a broad sense. And among these regular forces, the new competition based on smart machines has started quietly.

Domestic brands have massed into the smart market

Despite being unable to compare with ZTE's two major domestic telecommunications providers on the overall shipment level, Liu Lirong still proudly told Nandu reporters that in the domestic market, Jin Li has already been ranked in terms of its own brand. In the first place, statistics are from Senno Consulting. According to its introduction, Jinli’s mobile phone sales this year are expected to reach 25 million units, of which 17 million units will be sold domestically and 8 million units will be exported overseas. Next year, Jin Li’s shipments will hit 45 million units, of which smart phones will become the most important growth point, and it is estimated that shipments will reach 15 million units.

Liu Lirong disclosed the information at the launch of the first batch of Jinli smartphones held recently. This time, Jin Li launched the seven smart phones for different consumer tiers at a stretch, using Qualcomm, MediaTek (microblogging) solutions, and Android's operating system.

Coincidentally, the same "first" domestic brand KF Mobile (G'FIV E) also launched its own smartphone strategy and announced its entry into the Chinese domestic market. Earlier this year, a statistic report of an internationally renowned consulting firm, Gartner, brought the G'F IV E brand to the public. The brand ranks tenth in the world after sales of ZTE, and the market is mainly in the Middle East. Africa. What's more, the brand is not like the OEMs of ZTE, Huawei, and TCL for foreign operators. Instead, it sells all its own brands and becomes the overseas sales champion of China's own brands.

The two domestic "first" brands launched their smartphone strategy at the same time, with the goal of a thriving Chinese smart machine market. Market research company IH SiSuppli predicts that shipments of smart phones in China will increase to more than 54 million units this year, and popularity is a general trend. Liu Lirong expects this number to reach 150 million next year.

The cottage is very popular

Different from the development of the original functional machine market, in the past, feature phones were always divided by the foreign brands, domestic brands, and cottages, and there was a cycle of at least several years before the prices would slowly come down. In the process, cottage manufacturers have enough time to earn profits from “high cost performance”. However, in only a short period of one year, the price of domestic brands of smart phones has rapidly dropped to around 1,000 yuan, and will go to 700 yuan next year. Especially with the participation of Jinli and Kivu, the popularity of branded machines has suddenly accelerated, and cottage machines have not yet entered the smart market on a large scale and have already lost the market.

As the president of the Shenzhen Mobile Phone Industry Association, Liu Lirong also has his own views on the cottage industry represented by Shenzhen. “Shanzhai is a kind of spirit, a spirit of innovation and imitation. The only thing the Shanzhai people learned is this spirit. There is nothing else.” However, he believes that if there were one thousand cottages in the past, there should be less than two hundred now. In another year or two, at least another zero. Behind this is the constant increase and expansion of branded mobile phones.

A data from the Ministry of Industry and Information Technology confirms this statement. In the first three quarters of this year, China added 219 mobile phone manufacturers. A person familiar with the matter told Southern Reporter that the reason for being able to be counted by the Ministry of Industry and Information Technology was that the products of these manufacturers were sent to the Ministry of Industry and Information Technology for inspection and access to network permits. There should be no shortage of cottage machine manufacturers that could not be counted in the past. Since there is no brand alone in price competition, it is already a dead end. Some of the manufacturers of cottage machines have the power to “wash white”.

The stronger the stronger, the weaker the weaker

Export giants such as the Kivus have returned to the domestic market and have also exerted pressure on the cottage. Zhang Wenxue, chairman of Kivu, stated that Kivu will continue to implement the strategy of deepening channels, increase the number of domestic distributors, and increase the construction of its own channels. This means large-scale capital investment, hitting the biggest weakness of the cottage – funds.

Yang Qun, the chief analyst of the mobile consulting company Warring States Strategy, also believes that the domestic mobile phone is a small example. He said that taking the domestic mobile phone as an example, the future direction of development will be “the stronger the stronger, the weaker the weaker” — the cottage industry will continue Exist, but it cannot be described with "red fire". On the other hand, brand owners ate some of the low-end market in the cottage, plus their own market, increase shipments, and create economies of scale. In his opinion, the smart phone is already a key word.

Zhang Xinsheng, inspector of the Ministry of Industry and Telecommunications of the Ministry of Industry and Information Technology, also mentioned the opportunities behind its rapid development. “As China’s 3G subscribers break through 100 million, the mobile Internet industry is booming, and smart phones have become the core link in the development of the leading industrial chain and will usher in good future. Development Opportunities."

If ZTE and Huawei represent the large-scale smartphone market, Xiaomi represents the player market; then Jinli and Kivu will be the representatives of the grassroots intelligent machine. A dealer who participated in the release of the Kivu smart machine told the Southern Reporter that the key is to look at the price, and there is a market low enough.

data

The domestic mobile phone market is fiercely competitive, and the smart strategy has started in advance. According to the Ministry of Industry and Information Technology, China has added 219 mobile phone manufacturing enterprises in the first three quarters of this year.

● The market research company IHS iSuppli predicts that the shipment of smart phones in China will increase to more than 54 million units this year, and popularity has become a general trend. Jin Li mobile phone founder and chairman Liu Lirong expects that this figure will reach 150 million next year.