Rebirth of the Wild Age

Regardless of the field, the response of foreign brands in China is very slow.

The mobile phone rush in chain malls such as Gome and Suning did not alert foreign mobile phone manufacturers until the fifth day of the Lunar New Year, and Motorola was the first to respond.

Motorola is now the runner-up in China's mobile phone sales. It has three magic weapons: rapid launch of new products, accurate market positioning, and localization in China.

Among them, "localization" is the most commendable. Motorola not only builds factories in China, but also continues to promote upstream manufacturers to build factories in China, which has led to the "sinicization" of its spare parts becoming more and more obvious. Even in the first two or three years of the 21st century, Motorola was even more "Chinese" than many domestic mobile phones, and finally realized that most of the mobile phone parts and accessories were produced or purchased in China.

However, although Motorola was the first to react, the first foreign brand to cooperate with Suning and Gome was Nokia.

Because Motorola has a national and regional general agent in China, for example, all mobile phone sales in Beijing are dumped to the general agent in Beijing. Gome wants to get around the general agent in Beijing and directly get the goods from Motorola at a low price. This is simply impossible. Motorola must first communicate and negotiate with the agent.

Why did Nokia come from behind in China, and it has become the champion of mobile phone sales in just a few years? It also has three magic weapons: price wars, low-end routes, and channel construction.

After Nokia continued to shorten the supply chain and learned that Gome and Suning were also selling mobile phones, they quickly reached cooperation with these chain stores. So on the eve of the Lantern Festival, Nokia suddenly entered major chain shopping malls, and set up special counters in the most conspicuous locations, instantly comparing a lot of domestic mobile phones.

At this moment, Motorola is still communicating with agents. It was not until the Spring Festival a month passed that the national distributors and local distributors signed agreements one after another, and these agents directly supplied the chain stores and gave them the greatest price concessions.

As for Ericsson, which has the third largest market share in China, its positioning, publicity and channels are all in chaos, and it didn't even enter the major shopping malls until the summer. By the way, Ericsson has fallen out of the top three. Since 2000, there has been a large inventory backlog. In 2001, when domestic and foreign manufacturers made a lot of money, Ericsson's mobile phones continued to lose money, and they could only merge with Sony. "Sony Ericsson".

Some friends might say that people were superstitious about foreign brands and would rather spend more money to buy foreign mobile phones.

This statement is correct, but it is also wrong.

From the perspective of the market share of domestic mobile phones over the years, 1997 (0%), 1998 (5%), 1999 (6.4%), 2000 (12.3%), 2001 (19.8%), 2002 (33%)...

The previous set of data does not include a large number of counterfeit phones. If counterfeit phones are included, the domestic mobile phone market in 2002 accounted for at least 50%.

Two words: cheap!

At that time, the consumption level of the Chinese was not high, and it was enough to make phone calls. There was no difference between a 1,000 yuan mobile phone and a 3,000 yuan mobile phone. Therefore, when domestic mobile phones have made huge profit margins for channel vendors, channel vendors and retail stores are more willing to sell domestic phones to customers because they make more money by selling a domestic phone.

Such a brutal and brutal marketing method directly defeated foreign brands, so that Nokia took the lead in calling the exit number in 2002: Learn from Chinese mobile phone brands!

So Nokia also began to brutally develop, continuously shortening the supply chain, continuously increasing the profit margins of channel providers, and continuously launching a wide range of low-end models. Although this product is a foreign brand, its marketing is fully "sinicized", and it has always maintained its dominant position in mobile phones in China.

In fact, the quality of domestic mobile phones is very poor. For several years in a row, only Kejian mobile phones have passed the ISO9001 certification. It can be seen how bad the quality control of other domestic mobile phones is, and the repair rate is generally twice that of foreign brands!

Even so, as the number of mobile phone supporting factories in mainland China increases, domestic mobile phones are getting cheaper and the market share is getting higher and higher-consumers are willing to buy domestic low-end phones. This can also explain why Nokia is popular, the price is cheap, and the quality is excellent. It is simply tailor-made for the Chinese.

In summary, let's take a look at China Mobile.

Although China's slider phones are eye-catching, their sales during the Spring Festival are actually only one-twelfth of China's low-end phones.

This is the first domestic mobile phone with a price of less than 1,000 yuan. The performance is aside for the time being. The appearance design can throw away foreign brands at the same price a few blocks away! Because these foreign brands that sell for less than 1,000 yuan are old models two or three years ago, they look outdated and clumsy on the whole, and they don't even have a text message function!

Therefore, the Shenzhou D210 has become the only mobile phone under 1,000 yuan in China that has the function of sending and receiving text messages!

This is called a price war, and it's simply turning the table.

Shenzhou D210 is a low-end machine, purely because Shenzhou Technology has just entered the mobile phone field and launched in order to increase market share and industry visibility. Every sale of a Shenzhou D210 brings a net profit of less than 60 yuan, and Shenzhou Technology has not made as much as those agents and retailers!

For mobile phones of the same grade, domestic brands are priced at least 1,300 yuan or more, and foreign brands are priced at least 1,100 yuan or more.

So the selling went crazy. Not only are chain stores such as Suning and Gome selling, but also distributors from all over the country are rushing to purchase. In just one month before and after the Spring Festival, the sales of Shenzhou D210 reached 60,000 units. The sales of a single model directly pulled Kejian off the horse and became the leader of domestic models during the Spring Festival.

The domestic mobile phone industry is rapidly changing. Kejian mobile phones are still number one, Shenzhou mobile phones are ranked second, Bird mobile phones are ranked third, TCL mobile phones are ranked fourth, Eastcom mobile phones have dropped directly from second to fifth, and may be affected at any time. Haier mobile phone overtakes.

However, it is very embarrassing that although China's low-end models are very popular, and the high-end slider models have also gained fame, the sales of the mid-range models that sell for more than 1,000 yuan in China have been mediocre. Because this mid-range model has no bright spots, it has better quality and performance than domestically-made models at the same price, but the quality and performance are not visible in a short period of time.

Of the three mobile phones launched by China, two succeeded and one failed completely!

It is a pity that those chain shopping malls have milk and are their mothers. After reaching cooperation with foreign brands such as Nokia, they immediately regarded domestic mobile phones as girls. Just walk into any Gome or Suning mobile phone area, the Nokia counter will always be in the prime position, followed by Motorola, China's low-end phones can only be sold later.

Fortunately, China has exerted its influence through sliding cover products and low-end models, and is rapidly building its own sales channels. Many former partners who acted as agents for China’s repeaters and U disks have transformed and sold China mobile phones, so that the channels for China mobile phones are actually It came from behind, and it was on par with Kejian, Bird and TCL in just a few months.

Due to China's technology disruption, in the first quarter of 2001, the market share of domestic mobile phones soared to 7.9%, an increase of 0.5% over the same period of the original time and space.

The media even exclaimed: The domestic era of mobile phones is coming!

After the market statistics of the first quarter were released~www.readwn.com~Motorola took the lead in cutting prices substantially-Nokia’s price war lies in a wide range of low-end models, while Motorola has launched new models madly, and most of them are in the middle. High-end products. So Motorola also likes to fight a price war, because it has a lot of room for price reduction!

After the price of several Motorola mobile phones was cut, Nokia followed suit and directly reduced the two mobile phones to below 1,000 yuan. Their offensive target was directed at the Shenzhou D210. Until this time, the surge in sales of the Shenzhou D210 has been curbed. Under the premise of the same price and performance, consumers are still more inclined to foreign brands.

This has led to a chain reaction in the market, and many mobile phone brands have cut prices, among which the TCL9980 has become the second domestically-made phone priced below 1,000 yuan.

Ericsson is the most powerful, directly reducing the price of the new machine launched half a year ago to 760 yuan, quite a sign of self-defeating, of course, it may also be dealing with inventory backlog. This price is equivalent to not making money, and it’s not bad if you can pay back. Everyone knows that Ericsson can’t sustain it anymore.

However, Ericsson’s table-smashing behavior caused other brands to be quite embarrassed, and sales of low-end models were greatly reduced. China was also the most affected brand.

However, the more the price of mobile phones is reduced, the better the business of China Electronics.

The three major brands of TCL, Haier and Konka, as well as many miscellaneous brands, have successively chosen to purchase China's mobile phone motherboards and radio frequency chips in order to reduce production costs and fight price wars.

The butterfly effect brought about by Song Weiyang's mobile phone has caused the price of China's mobile phone market to drop by about 100 yuan compared with the historical price. The culprit is the low-end Shenzhou D210.

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