In the past ten years, the global mobile phone industry has undergone drastic changes. In the era of feature phones, Nokia occupied a dominant position and the entire industry followed its lead. Later, Apple ushered in the era of touch-screen smartphones and led the development trend of the industry. Later, Samsung relied on large-screen mobile phones to firmly occupy the first place in the Android camp. The speed of industry reshuffle is so fast that it can be said that "three years in Hedong and three years in Hexi"!
However, while international giants are busy exploring markets and occupying territory, a force originating from China is quietly emerging, relying on solid technology, precise differentiation strategies, and excellent product quality to rewrite the competitive landscape of the global smartphone industry.
In the face of detailed data and solid market performance, the so-called "theory of the decline of domestic mobile phones" is undoubtedly a proposition defined as a false assertion.
Traditional powerhouses conquer overseas to lay a solid foundation for high-end quality
Traditional domestic brands, with Huawei as a typical representative, are no longer satisfied with the price war in the mid-to-low-end market, but have resolutely set their sights on high-end markets like Europe.
The Ascend P6, P7 and Mate series launched by Huawei were regarded as key products that could lead the way and set an example. They launched a tough battle around quality and brand, and launched a fierce battle for quality and brand.
In 2014, Huawei's mobile phone sales exceeded 75 million units worldwide. This report card is the best footnote to the success of its strategic transformation.
Among them, there is a so-called flagship model, the P7. Within half a year of its launch, its sales exceeded 4 million. The Mate7, relying on its extremely precise business positioning and outstanding industrial design, was once in short supply and even saw a lively scene of a thousand yuan premium. It has successfully consolidated its position in the price range of more than 2,000 yuan, which fully demonstrates the profound accumulation of domestic products in core technology and user experience.
Lenovo, which has taken a different internationalization path, has used its large-scale acquisition of Motorola Mobility and capital as a tool to open doors, directly knocking on the important door of the European and American markets, demonstrating China's great ambition of intelligent manufacturing to spread around the world.
They not only carefully crafted their products, but also maximized their channel penetration capabilities, achieving overall coverage from the T1 line market to the T6 line market. With their excellent quality standards and high-quality user reputation, they have gained a loyal and extensive consumer group, and have become a model of domestic product innovation and market penetration.
Internet upstart’s innovative model wins global reputation
While traditional manufacturers are conquering cities and territories, there are a number of new generation brands that have developed with the help of the Internet model. They have also given new arguments for the proposition that "domestic mobile phones are powerful".
Xiaomi has used Southeast Asia and India as its stronghold, and has successfully copied its unique "low price, high configuration" and Internet rush buying model overseas. In 2014, it had sales of 61.12 million units, a year-on-year increase of 227%. This amazing data confirms the vitality of its model.
OnePlus mobile phone can be called the " miracle of word-of-mouth " for domestic products in overseas markets.
In just one year after its birth, the sales volume exceeded one million, and the average price remained above 1,800 yuan. It not only won the "IF Design Award" of international industrial design, but was also nominated for the "Best New Startup in the World" at the TechCrunch annual conference, known as the "Oscar of the technology industry." Its products have won a good reputation among users in 19 countries and regions, including the United States, the United Kingdom, Germany, etc., effectively countering the stereotype that domestic brands can only rely on low prices and imitation.
Breaking patent barriers creates global credibility for domestic products
Of course, we must clearly realize that domestic brands still encounter severe challenges on the road to internationalization, especially the accumulation of core technologies and patents, which directly determines the depth and breadth of their overseas expansion.
In the past, some companies were able to survive in the local market by "borrowing" models. However, in mature international markets, respecting copyrights and patents is the basic criterion for entering the market.
For those Internet upstarts represented by Xiaomi, this is a period that must be overcome and requires long-term adaptation.
In comparison, "hard" companies such as Huawei and ZTE, which have long-term foreign business experience and strong hardware research and development capabilities, appear to be more calm when dealing with patent barriers.
After 2014, and looking at the subsequent development trajectory, domestic mobile phones have not only not declined, but are now at the most prosperous historical stage in their development process.
Although there are still patent barriers to be overcome on the road ahead, and there are still technical deep waters to overcome, domestic smartphone brands have relied on innovative highlights and excellent quality to win the trust of the market and the trust of users. A golden era of intelligent manufacturing in China is coming in all directions.
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