Smartphone era, homebred brand to borrow situation rise. Data showed that, by the end of 2011, homebred brand overall market share for 37.5%, lenovo, huawei (the Po), zte, cool and homebred brand all have good market performance. At the same time, with nokia (the Po), as a representative of the foreign cellphone brand in China market share, from nearly sixty percent early last year fell to 41.5%.
Homebred brand and the distance between brand close, shows that domestic handset is a wave of mobile Internet firm foothold. This is due to the domestic 3 G network coverage, and constantly improve the andros system and operators in support. But in the long run, domestic handset still need to improve the user experience from various aspects, improve their own brand influence.
Domestic handset straight after the share brand
Once upon a time, the domestic mobile phone market is almost the brand of the world, domestic handset in people's hearts, almost equal to the stronghold of the pronoun. However, move the Internet age, the smart phone market wind, for domestic handset brought new opportunities for development. Lenovo, zte, huawei, cool, domestic handset manufacturers must the mobile Internet market on the development of node, in the fierce competition in the mobile phone market a foothold.
Just the past 2011 years, is domestic handset great development of a year. Market research institutions from analysys international (the Po) of data showing that, by the end of 2011, homebred brand overall market share for 37.5%, and nokia, samsung (the Po), LG and MOTOROLA (the Po) four international brand of ratio is 41.5%. Homebred brand is gradually surpassing international brand market share. Sales from also can see the rapid development of domestic handset momentum. Year 2011 China mobile phone market sales top 10 brand, homebred brand of six seats, including the association, huawei, zte, and JinLi, cool, OPPO. IHS iSuppli company China research project report also shows a similar trend. Related data shows that China's mobile phone manufacturer of the 2012 smartphone shipments will grow nearly doubled, more than 100 million department. In 2012 China cell phone providers smartphone shipments are expected to reach 101.4 million in the 52 million department than the 2011 strength increased by 94%, almost 2009 in 10.2 million to of the department of 10 times.
And domestic handset rising unemployment, the market share of the corresponding is to nokia, as a representative of the foreign mobile phone brand market share and attention in the Chinese market began to decline. 37.5% VS 41.5%, from this data contrast, it is easy to see with the Chinese brand is narrowing the gap between the brand, is expected to in the near future, domestic handset will hold their head high, to achieve "cast the premiership beauty" goal.
At the same time, in the attention of cell phone also is changing. Domestic related research agency data showed that in 2011, the smart phone market in China is still the nokia users about the championship, but attention compared to just 29.5%, is down 20.8% since 2010. Homebred brand, lenovo, MeiZu, huawei, zte is the brand such as jing of performance.
Many factors make domestic handset rise
Count domestic handset rise reason, besides smartphones itself is superior to the traditional cellphone function performance outside, still have the following several aspects:
First of all, the domestic 3 G and the continuous improvement of the wireless network for the development of the smart phone with a platform. The domestic market, China telecom (the Po), China mobile (the Po), China unicom (the Po) three carriers scrambling to layout, 3 G network coverage to improve, the net fast also rise. Accordingly, the domestic 3 G users also increases rapidly. The data show that operators 3 G users of new overall than 80%. Meanwhile, as the three big operators and WiFi all focus. All this in virtually smart phones for domestic development provides a good support conditions.
Second, thanks to the popularity of andros system. Now, in the smartphone river's lake, andros is absolutely the boss. Market institutions research data shows, 2011 Android market share quite astonishing: 52.5%-more than half of the market. And in 2010 its market share only 25.3%, growth of more than 100%, really wonderful. At present domestic handset in most of the products are carrying primary or improved andros system, through the power of the result, domestic handset both saved the independent research and development of the operating system time, but also because of the huge popularity andros benefit.
Third, the strong support of the operators. The development of smart phones from three big operators of subsidies and service. In the six mentioned homebred brand, in addition to the operators and OPPO are established depth cooperative relationship. Operators of custom and discount package, and to reduce the smartphone market threshold, attract large Numbers of users into smart phone to come in the team. And three big operators $one thousand smart phone, the implementation of the strategy, but also caused a wave after wave of intelligent mobile phone boom. "About the whole year three big operators, and the total amount of subsidies have a scope is certain, about 57 billion-to 60 billion yuan, and next year we will continue to increase." The personage inside course so says.
To promote the brand influence may be long
In recent years, domestic handset manufacturers in a variety of product line, rob food ZhongDiDuan market strategy to win a lot of users. However, the lack of brand influence, product creative is insufficient the fact that does not dispute.
Fly like nets (the Po) CEO made just a (micro Po) said, domestic smart phones lack brand influence, product homogeneity, "hold" is still rampant domestic handset short board. Although the Android platform for relying too much on down the average price of the product, but simple price competition also make profits fell rapidly.
Indeed, at present domestic handset main role in ZhongDiDuan market, exactly is this part of the market users of the huge demand to promote domestic handset in the fierce competition in the upper quickly. But in the long run, in order to form a good heart users brand effect, can never rely on low price strategy, the making of the star products indispensable. At the same time, in the market in the process of recruitment, domestic manufacturers should also strengthening the independent innovation consciousness, multi-line development, avoid relying too much on andros system, the loss of industry chain 'control'. Moreover, the result has been in the software and hardware product homogeneity of the vortex, reform and innovation is imperative. This is also the domestic cellphone manufacturer must face the problem.
In conclusion, the future of homebred brand development, from the ability to design and manufacture products must be, brand image promotion and the users of the product, applications, services and other aspects hard, can improve the user experience, the accurate market pulse, and thus to the wave of mobile Internet stand higher and go further.
No comments:
Post a Comment