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IT manager world: Homebred mobile phone ambuscades 6 times

April 5, 2008

Wu Ying, xu Yangfan

This spring to manufacturer of homebred mobile phone all the more spring chill chilly. Before the Spring Festival, hold position of old of homebred mobile phone two years to associate more the mobile phone is associated suddenly the illicit collect fund that the group sold with great firm investment heads, let while whole industry feels accident, also let people feel anxious fully to the future of homebred mobile phone. However, this is merely begin.

After the Spring Festival passes, the Xiaxin of enterprise of additionally two delegates of homebred mobile phone and wave guide come out in succession bad news. On Feburary 26, summerly new electron issues announcement, decide carry out to be located in Shanghai Zhang Jiang definitely the Xia Xinke of high-tech garden area grinds building, this is the base of research and development with summerly novice the most significant opportunity, for the Xia Xin of old standard of own to holding high all the time research and development, to base of research and development abandon proclaiming actually its are changed very likely hold to old ” the mobile phone is given priority to, computer, TV is complementary ” business structure. After a week, in former days wave guide of old of homebred mobile phone announces the price with 159 million yuan of RMBs to sell the equity of its and the joint-stock company that Sajimu builds France jointly Sajimu, this is the production base that wave guide takes great pride for a time. Personage of wave guide interior discloses: “The end that such doing actually very simple, to present wave guide mobile phone, living is the first. Living is the first..

Come from the data that watchs international easily to show, the four seasons was spent 2007, associate, the market share of wave guide, Xia Xin is respectively 6% , 3% , 2.8% , be located in in homebred mobile phone the first, the 3rd, the position of the 4th. But more contractible than market share make a person more of be bitterly disappointed is, their outstanding achievement is in glide point-blank. Wave guide mobile phone loss of before 2007 3 quarters 506 million yuan, summerly new electron is in contemporaneity deficit 460 million yuan, associate the mobile phone achieves 133 million yuan in the deficit specified number of last financial year.

Although we were used to the declining tendency of manufacturer of homebred mobile phone already, but such collective be defeated still make a person feel shocking, is manufacturer of homebred mobile phone helpless really?

Actually, in a few years of in the past, manufacturer of very much homebred mobile phone is trying different method hard, in order to seek substantially breakthrough. But regretful is, although their starting point is different, but final result is same however. Luo Zhongsheng of vise general manager of system of resurgence communication mobile phone says: “Basis of manufacturer of domestic mobile phone oneself characteristic, chose route of a lot of development, but look at present, it seems that the end of every road is blind lane. Know without the person here is implicit ‘ demon cuss ‘ what be after all. Know without the person here is implicit ‘ demon cuss ‘ what be after all..

　　 Channel is equal to the market

Because believe the Chinese market of with a vast territory is extremely complex, channel permeates force crucial, because the own channel of this wave guide becomes the surveyor’s pole of other firm for a time. But now, oneself channel becomes a burden already; Ripe harvesting channel chases the sky of benefit nature, with ” Yu Qu yielding benefit ” the strategy, indispensable also channel presses the loss that goods causes.

　　 Represent a firm: Wave guide, sky, gold stands

Was 2007 almost of exclusive window ” day words ” mobile phone all the way whirlwind rises the market share of 4.1% , company of equipment of bright all letter took sky accordingly enterprise of homebred mobile phone the position of second banquet. Last year, of a new force suddenly rises be a delegate with sky, Jin Li ” new noble ” go up without ongoing hair ” stronger ” , for instance day words mobile phone basically is the semi processed goods that adopts MTK plan. The sky of channel one’s previous experience lets ground of profit space utmost to agency, oneself take the basiccest production profit only.

Analysis of the personage inside course of study thinks, the core advantage of this kind of management mode is ” fast ” , the product appears on the market time is fast, sales volume and portion promotion are fast, rate of cash shedding turnover is rapid. But, the blemish of this mode special apparent: Because camp was not entered on commercial pattern, increase force of top grade brand very weak, this kind of mode is very easy by other the manufacturer place that is the same as a type is duplicate.

Disclose according to insider, the four seasons was spent 2007, day words mobile phone begins the problem of occurrence stock keep long in stock, because,be greatly a few new entered a manufacturer to offer give channel more expensive profit space than sky.

Still have the firm of get the upper hand of of a kind of channel, be resurgence and China to have the mobile phone producer of background of business of traditional and telegraphic equipment so. 2007, these two enterprises obtained revolutionary growth on the mobile phone, but these growth basically are the operation dealer natural resources below accumulates to obtain through systematic equipment before have the aid of: Decide through operation make this one special medium of communication, their overseas market obtains big order. But to home market, luo Zhongsheng says frankly: “Arrive at least till now, we had not found better way. We had not found better way..

　　 The technology is to buy what do not come

Just go up arisenly early in GSM mobile phone century 90 time, have Kang Jia, east the domain of machine of domestic manufacturer adversary such as the letter throws a large number of own research and development, but did not succeed mostly, xia Xin is to hold to road of own research and development among them the longest person, but the base of mobile phone research and development with also will sell its the mainest recently.

　　 Represent a firm: Xia Xin, associate, Pu Tiandong is believed

Xia Xinhe associates the Li Xiaozhong of palm door person of the mobile phone and Liu Zhijun are two valued getting a person in this industry get tribal chief, they are certain own research and development just is the hope place of homebred mobile phone, they also certainly homebred mobile phone can have good future certainly. But a few the middle of a month in the past, they left in succession this industry. Their leave those who leave a mobile phone the trade is sentimental not just, more is what never had had is confused.

Li Xiaozhong of president of summerly new predecessor is engineer one’s previous experience, he thinks, the technology is to buy what do not come, this also is him will ” own research and development ” the main reason that raises company strategy height. Xia Xin is exclusive a big card that does not use MTK chip is homebred mobile phone, held to research and development to become Xiaxin’s exclusive bet almost, according to estimation, the research and development that goes up in domain of 3G mobile phone only throws Xia Xin to had gotten on 100 million yuan. But to present Xia Xin, such hold to sure companion to follow a risk that avoids hard.

The investment of respect of research and development brought the enormous pressure on capital and outstanding achievement, but the personage inside course of study thinks, with the technical actual strength with homebred current mobile phone, still do not have the rapid change of market of enough ability adversary machine to make answer completely, the change of the last few years shows cable length of mobile phone industry, come from upriver manufacturer change to be in dominant is whole industrial development, and Chinese manufacturer loses very much in the consequence of industrial advanced position.

Although have the successful story of the type such as Xia Xin A6, A8, but be destined can be transitory only, and having those who review a content is, xia Xin bilks the A6 with succeeding and A8 is to stick a card the product at foreign manufacturer, be not Xia Xin own research and development.

　　 Dimensions is consummate

The production dimensions of level of ten million table is the dream of manufacturer of a lot of homebred mobile phones, but also be likely one by the inflection point that fill and declines.

　　 Represent a firm: Associate, wave guide

What does the production dimensions of level of ten million table mean? “Had very speech to counterpoise to fittings provider, production cost will be reduced considerably, scope effect will get be reflectinged truly. . . . . . ” the answer that this is the firms of a lot of homebred mobile phone that pursue dimensions hard.

Because put dimensions,be in the first, associated to choose to be while the research and development with assure certain is devoted with wave guide, not repellent also the collaboration that designs company and MTK with the mobile phone, they ever were the leading arms of force of burgeoning and native land mobile phone, after the rapid growth that passed period of time, begin to move toward decline again, manufacturer of very much homebred mobile phone was immersed in the trap of some kind of dimensions it seems that, try hard anyhow, cannot cast off. “If we a wave guide, Xia Xin, associate, TCL these once the development contrail of the manufacturer of old brand mobile phone that scene crosses draws a curve, with respect to the trend that can discover these line whacking agrees, once dimensions breaks through ten million, fall not far also, and this kind ‘ coincidence ‘ still be in continuance. ” the personage inside course of study is analysed so.

Now, sky is one paradigmatic, people has not seen the reason that understands it rises abruptly quickly, sky also began to be immersed in aeriform demon cuss in, enter since 2008, the sale of sky drops substantially, money of channel middling pressure is serious, already successive two wane caustic.

Also analytic personage thinks: “Associate, wave guide and the TCL before, do not have distinction substantially, it is to ask star acting character, large-scale brand sale, expand ceaselessly produce can, and this kind of dilate sees some from the result blind. And this kind of dilate sees some from the result blind..

No matter how manufacturer of homebred mobile phone enlarges dimensions, the firm of international of a gleam of that sells with the whole world still is put in very big dimensions difference, purchase cost to still be resided do not fall high. Additional, of the acting factory of professional mobile phone as grand sea and so on arisen, the production competition ability of manufacturer of homebred mobile phone also cannot make expert compare with these from beginning to end.

　　 Walk out of bravely

TCL He Mingji is the brave in manufacturer of homebred mobile phone person, TCL buys Aerkate mobile phone, bright base buy Xi Menzi mobile phone, but these exceeding are outspread, brought huge deficit to company of the mother’s body, nowadays, TCL mobile phone has exited the first a group of people of same interest of homebred mobile phone, bright base the mobile phone is retreated defend Taiwan market.

　　 Represent a firm: TCL, bright base

Finishing those who buy in those days, the mobile phone business of TCL He Mingji encounters heavy defeat in native land market, this is to hope to borrow buy the company policymaker that steps an international market only then makings do not.

“Chinese manufacturer still does not have the capacity that buys transnational corporation, the development of type of great leap forward not only the development problem of insoluble itself, still can be immersed in a kind be hard to pilot awkwardness situation: How to digest huge patent technology? How the group of research and development that doesn’t tarry cost poor? Want to solve these problems, want the major energy of dispersive China manufacturer, join native land market even occurrent crisis also cannot attend to. ” the personage inside course of study is analysed so, “Before going, still want to solve oneself problem thoroughly. Still want to solve oneself problem thoroughly..

　　 Do a mobile phone to make a brand namely

These manufacturers once appeared in the catalog of CCTV mark king mostly, they spend money like water to star Dai Yan popularizes a brand please, but the brand has not been done, enterprise however already respond to a curtain call.

　　 Represent a firm: Division be good at, panda, southern Gao Ke, enlighten bit

In scene of homebred mobile phone infinite 2003, the brand advertisement of homebred mobile phone blots out the sky and cover up the earth, but now, only transnational corporation still is making mobile phone figure and brand ad, the brand advertisement of homebred mobile phone has been sold continuously by TV advertisement replaces, goal of present firm of homebred mobile phone is very clear still: Advertise, go out to sell the mobile phone directly namely.

Homebred perhaps mobile phone is far still did not enter brand value to pull the level that uses a sale. Will look at present, the burgeoning brand growth of profit of business of low cost, low brand, tall channel is driving, but this kind of mode can go much further, return unknown. Additional, china be worth to pay close attention to for the strategy on the mobile phone. Have powerful technology actual strength China for the mobile phone basic it is with sticking the card is given priority to, do not emphasize a brand. China for president Ren Zhengfei ever expressed on interiorly conference: “Chinese manufacturer makes a mobile telephone, need a brand far from. Need a brand far from..

　　 Balanced model the player’s deficient

The manufacturer that is located in front row of market of global mobile phone is all-round player mostly, the technical advantage that Nuojiya, SamSung, Motolora, Suo Ni loves to establish a letter to have his, brand advantage and dimensions advantage, but they also do not lose now in channel advantage of China at homebred mobile phone.

　　 Represent a firm: Without

Someone says, the demon cuss of market of Chinese mobile phone results from of market environment complex and abominable. Cancel as what mobile phone approve made last year, numerous manufacturer is swarmed into in succession, china has brand of more than 100 mobile phones now.

On the other hand, “Machine of a vicious person manipulating sb or sth from behind the scenes ” still be in to the nibble of regular army market aggravate. The whole nation sold machine of how many a vicious person manipulating sb or sth from behind the scenes after all 2007, the statistic of numerous analysis orgnaization is put in very big difference, it is the statistic of the most conservative BDA nevertheless, machine of the national champion in 2007 ” gray market ” sales volume is in 30 million above. If be calculated according to the total sales volume of 150 million, the scale of machine of a vicious person manipulating sb or sth from behind the scenes also was occupied 20% .

Nevertheless, it is to be in a such markets likewise, nuojiya annual achieved record-breaking 6.4 billion euro in the sales revenue of Chinese market 2007, amplitude is close 20% , what shipment volume also achieves 70.7 million is new tall, market share exceeds 35% . Although manufacturer of current homebred mobile phone and Nuojiya can not compare a gender, but prove market of Chinese mobile phone is to be able to succeed at least. Additional, although competitive environment nots allow hopeful, but from the point of market size, china remains one of mobile phone markets with the maximum chance on the world. Magenshidanli is forecasted, the shipment volume of market of Chinese mobile phone will achieve 254 million 2008, year increase rate is 23% , add those who have more than 500 million user change machine market bulkily, chinese market still contain a large number of treasure can be dug.

Look, true demon cuss is not to come from at the market, still come from at company strategy itself.

The telegraphic analyst Zhang Yu of BDA China thinks: “Mobile phone market is not simple technical competition, decide jointly by the complex element such as product, brand, channel however. ” inside period of time, pursue the development of some respect one-sidedly, lack accurate to oneself and market judgement and acknowledge, be afraid is the mistake that manufacturer of native land mobile phone ever had made. “Look homebred mobile phone manufacturer wants to cast off demon cuss, what should do above all is to examine oneself and this market afresh, to the understanding deviation of ego and market, the likelihood is manufacturer of homebred mobile phone at present the biggest crisis.

The gubernatorial Nuojiya of mobile phone market puts forward clearly already ” march Internet ” strategic train of thought, and manufacturer of our native land mobile phone still is seeking way confusedly however. Future, affirmation still can have the firm that is retained in fatal flaw to exit, want to develop for a long time, homebred mobile phone must want to have balanced development strategy, make each link does not appear deviation. The market has proved, “Game a person of extraordinary powers ” cannot achieve long progress.

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Written by ITTech · Filed Under IT Magazine