In 2003, Meizu Technology was established in Zhuhai; in 2004, OPPO (China) was established in Dongguan.
The two old revolutions that made their fortunes in the past were the MP3s of our greasy middle-aged youth memories. When they moved to the world, from the MP3 to the smart phones, these two old revolutions also witnessed the rise and fall of an era.
On April 22, Meizu released a new machine:
Meizu 15, this product, known as Meizu founder Huang Zhang's "small test knife" after the return of this year.
In order to commemorate the 15th anniversary of the Meizu mobile phone, the mobile phone number also directly jumped into the "Meizu 15", the narrow border, the return of the small circle, the Luo Yun pattern on the antenna, etc., all have obvious Huang's style brand, with this The times are out of place...
Online comment is, congratulations to Meizu in 2018 issued a flagship of 2017, a "cool" to you, the smartphone has reached the "official stage", the launch of a new mobile phone is not good There is no sound, and the dream is still no match for reality. After the investment in Ali, the refractory period after the big deal, Meizu 15 is not as good as the tears between the company's internal executives in the previous two days.
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On April 15th, Meizu Director “Gaiwen Zhang†(Zhang Jia) publicly spoke on Meibo, Senior Vice President of Meizu, Yang Lan: “Let’s say, I love Meizu and also thank Meizu and Huangzhang, but I don’t agree with Yang Lan. If he can lead the Meizu out of the predicament, then I will recognize it. However, from the performance of his employment for nearly a year, he can't."
Growth is a good thing, growth can cover up many problems, but once the growth rate has come, various problems have emerged. In February 2015, Alibaba invested 590 million US dollars in Meizu, accounting for 29.34%. Since then, Meizu tactical madness Rushing sales, the story behind it is not much to say, always, still did not break the curse of Ali investment...
Infighting is the inevitable result of the team from sharing incremental interest to stock game after the growth rate of each high-speed growth enterprise slows down.....
In 2017, Jin Li Liu Lirong said that “ten thousand orders of magnitude is the threshold for survivalâ€.
Even if the miracle of the Meizu M8 "Chinese god machine" is created, it can only be blown away by the rain...
First, the curse of "left and right fight"
The development of China's mobile phones has gone through many stages. From the initial function machine era, Nokia took the lead, and foreign companies such as Motorola and Samsung monopolized the high-end. By relying on operators, the rise of customized mobile phones, the birth of four major manufacturers of mobile phone brands - China Cool. At that time, China Cool Alliance represented the highest level of Chinese mobile phone manufacturers, and also seized the most market share except Nokia. At that time, "China Cool Alliance" gradually let domestic mobile phones get rid of the title of "cottage machine", which can be said to be the first Let the people realize that we have a reliable mobile phone brand in China.
Once upon a time, we have created a "China Cool Alliance", and now only Huawei is the only remaining fruit.
At that time, China Cool Alliance, except for the cool basic disk, only mobile phones, Huawei and ZTE's basic disk are communication devices, Lenovo's basic disk is a PC, the focus on the mobile phone business is not high. As a leading player, there is a general question of "left and right fighting". Is it the bonus of continuing to brush the function machine, watching the era of intelligent machines, or the All in intelligent machine, pressing all the gambling era?
However, history is always repeated again and again. Most of the vested interests can't do the strong men's broken wrists. All in the new era, this is the nature of humanity. You said that professional managers are maintaining a beautiful financial data to sit on the Diaoyutai, or Re-injection to convert the year-end prize into it? What choices to make naturally speak for themselves...
This is the inevitable rhythm of the change of the times. In addition to the company that has a strong founder, it has not seen how many companies managed by professional managers can successfully transform in the violent era of change, because human nature is always common.
In addition to the inevitability of the management mechanism, more importantly, the wave of smartphones is a big iteration of a wave of “products†and “channelsâ€. It is a high probability that a violent shuffling will occur.
In the era of functional machines, the operator channel is still very strong. China Cool Alliance relies on strong channels, and also operators, and operators. By June 2014, when the telecom industry was included in the scope of the pilot reform, the operators The subsidy for mobile phone terminals has dropped, which is tantamount to crushing the last straw of the camel.
Waiting for God to come to the brand, it is too late to attack the mass market...
After the experience of Jia Yueting and Zhou Jiaozhu’s love triangle and marriage, Coolpad has been easy to do with all kinds of troubles. Even the 2016 financial report was delayed until April, and it has been suspended. Lenovo is anti-repetition and strategic change. The result of the toss is that the domestic market is directly stunned; ZTE is a Nubian + expedition overseas to maintain a certain amount, but the US sanctions have finally become the last straw to crush the camel...
Huawei's home is the most lucrative of China's cool associations, and its R&D strength is also the strongest. Management is also the strongest. At the beginning, it was also brought to the price-performance pit by the Internet. Later, I thought about going to the high-end, Huawei brand. It still occupies the first place in the domestic high-end brand, but still retains the glory brand brushing. In the first half, it didn't find the right path. The back is more and more smooth. In 2017, the smart phone (including the glory brand) shipped 153 million units in the whole year. The global share has exceeded 10%, ranking the top three in the world.
There is a strong founder to grasp the strategy, the company's full shareholding, strong execution, Huawei is indeed a special existence.
Second, the "Millet" carnival
"born for a fever"
With the rapid spread of Slogan on the Internet, a group of smart phone manufacturers with distinctive Internet genes, represented by Xiaomi and the main price-performance advantage, have emerged.
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At that time, it was the exciting era of smartphones, and the moto that Nokia could not lift its head. Taiwan’s HTC and Samsung quickly cut into this market and quickly occupied the market.
At that time, the smartphone was just launched. The Android system allowed all players to start on the same starting line. China's powerful OEM system also supports the new players to enter quickly. The channel is at the time when the PC traffic reaches its peak and starts to move to the mobile terminal. The starting cost is relatively low, the market has no leading brand, and the channel is drastically changed. That is a huge vent.
At that time, the main consumers were Internet people. This group was naturally willing to adopt early adopters, and the tolerance for products was relatively large. Relatively speaking, it was more concerned about cost performance. The optimal strategy at that time was:
How fast is it! Providing the best cost-effective products with the fastest speed, occupying a large number of consumers who value the price at the waist and occupy a leading position in the new market.
Lei Jun pioneered the millet model and cut a large number of users with cost-effectiveness, creating a miracle.
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Seeing the success of Rebs, and almost everyone realizes that smartphones have become the most important entry point in the mobile Internet era, many of them have sought to control the terminal, thus achieving the strategic goal of robbing the entrance, and have launched.
During this period, Meizu took Ali's financing and quickly launched the brand of charm blue and other brands, and the shipments also showed a blowout. However, after the shipments reached 20 million units, Meizu could no longer keep up with the rapidly expanding mobile phone market. ,stop moving forward. Someone once summed up a list of brands that grew up with Xiaomi but eventually died:
LeTV mobile phone, Coca-Cola, ZUK (Lenovo's Internet brand), IUNI (Golden's mobile phone brand), Coolpad, Cool God, Shallot mobile phone.
The peak of this wave of price war is the entry of LeTV. At that time, LeTV has spent a lot of money in the A-share big bull market, and it also needs to rush to support the stock price. It is easy to copy the mature business process. April 14, 2015 On the day, LeTV released three flagship products in the dual-flagship series of mobile phones in Beijing. “Hardware negative profits†lost money and sold out. In 2016, it once rushed to the sales volume of 20 million units in the year. However, the latter things are believed to be known to many people. Not much to say...
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In addition to sales, the most exciting thing at the time was: Cool, although the strength in China Cool League is relatively inferior, but it can remain in the first echelon for a long time. In 2014, Ma Yun once hoped to become a cool party. At the last moment, Guo Deying, the head of the Cool Party, regretted it. Ma Yun entered the Cool School and became a bubble to Meizu.
Later, in the mobile Internet era, the week-old leader of the week came, and originally wanted to marry the cool party in the former "China Cool Alliance". As a result, he was swayed by Jia Yueting, who was at that time, although he threatened "Who is behind me?" Trying to screw me, my principle is to have fuck go back."
In the end, according to the agreement, Coolpad purchased 25% of Coolshare’s shares in the joint venture company at a price lower than the subscription price. 360’s shareholding in the two joint ventures rose to 75%.
Cool is not willing to pay for it, but it does not bring enough benefits to Cool. In June 2015 and August 2016, Cool Dean's major shareholder Guo Deying transferred the company's approximately 28.83% equity to LeTV and cashed in approximately HK$3.785 billion. LeTV has become a major shareholder of Coolpad. Cool and LeTV are allied, and both sides initially confidently conquered the mobile phone market. The original plan "In 2 years, LeTV + Coolpad mobile phone sales will reach 100 million", but the reality is that whether it is LeTV or Coolpad, the shipment volume and market share are not satisfactory.
In November 2016, LeTV was exposed to the funding crisis and directly hit the share price of Coolpad. From the beginning of November 2016 to the end of the year, Cool's share price fell more than 48%, and the market value evaporated more than 3 billion Hong Kong dollars. As Jia Yueting lost his music and looked at the United States, Coolpad changed hands again in 2017. The Jingji Group became the new owner of the Cool School, but the Coolpad, which is still in suspension, is still uncertain.
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In October 2015, Ding Xiuhong, the founder of the big cola mobile phone, wrote in his circle of friends: “Which direction the wind is blowing, which direction the grass is going to. When I was young, I thought I was the wind, but in the end I was bruised. Only then did we know that we were all grasses - more like our story!" The day after Ding Xiuhong issued this passage, Beijing Yunchen Technology Co., Ltd., a company affiliated to the company, announced bankruptcy and liquidation, and Ding Xiuhong left.
His departure is a microcosm of those who grew up with Xiaomi but eventually became funeral objects.
In the first half of the smartphone, the rise of online sales channels, the public version of Android, a similar supply chain system, mobile industry talent, and strong capital boost, making launching a smartphone project is simple, but the model is easy Copy, the operational ability can not be copied, the smart phone this track is a long-distance running, compared to the continuous operational capability, is a 5000-meter long run composed of many 100-meter sprints...
Every time you run the flagship, you will refresh the ranking and run again. The cost of the hardware iteration is wrong.
The media teachers are keen on the so-called model innovations, but the operational ability to shut down the door is the hard power that climbed out of this dead man... can survive in the first half of the smartphone, insist To now, Xiaomi, to put it bluntly, has better operational ability than others, and has not made a big mistake. Slowly the opponents of the same generation are gone... The market share is back...
The distance between the first half of the smartphone and the exhaustion of online traffic is synchronized, but the supply chain capacity is gradually improved, the product from the lack of performance to the performance surplus, the consumer gradually expands to the masses, the channel change opens the smartphone The prologue of the second half.
Third, the "mass" victory
According to a latest statistical report released by Canalys, the annual growth rate of China's smartphone market in 2015 was only 2%, and then the sales growth rate in 2016 rebounded to 11%, while the total shipments in 2017 were only 459 million units. , a 4% year-on-year decline , which is the first time in China that the total annual shipment of smartphones has declined.
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The return of light in 2016 is
The smartphone went from online to offline, and the last wave of traffic dividends rebounded.
The old revolutionary OPPO and VIVO, which were once outside the public's view, are the "overwhelming" advertising posters in bus stops and subways, or the "two-hour charging for five minutes" and "fast enough to be happy". Words, or the celebrity endorsement of the wave of "national husband", "national wife", "national small fresh meat", we seem to be surrounded by OPPO, VIVO ads at all times...
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With the skillfulness of the smart phone industry chain and the shrinking technology gap between the front runners, the homogenization has become more and more serious. At this time, the smartphone has changed from a technology product to a mass consumer product, and this has returned to the OPPO and VIVO is good at the field, step by step from the overlord machine, dot reading machine, DVD, MP3, function phone, smart phone all the way to do, in the understanding of the Chinese consumer dimension, I believe no one can do it right.
It coincides with Samsung's “Battery Door†+ Sade Storm. The last foreign-funded manufacturer in the Android market has also left the Chinese market. The vacancy in the mid-to-high-end price has given domestic manufacturers a space for hard work. In the mass consumer goods market, one can let the public understand. The product must sell better than a product that makes geeks scream, so this is the magical rhythm of the so-called "geeks" who have the right to sell the OV-based mobile phones. The powerful online channel resources. + Good product development capability + strong marketing ability, OV and Huawei are strong, and firmly grasp the mid-to-high-end price belt of domestic mobile phones.
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It is normal to understand that the mass consumer's mobile phone brand wins the mass consumer market.
At the same time, with the rise of OPPO and VIVO, accompanied by the near-end penetration of the offline, China's mobile phone market ushered in a turning point, entering zero growth or even negative growth, the industry entered a zero-sum game of stock competition, the industry faced a cruel cleaning.
Understanding the mass consumer is also an art work, and even if the advertisement is worth the money, it must be beautiful.
OPPO, VIVO strong rise, the deepest feeling should be Jin Li, the same is the old manufacturers, the same cable channels, why the gap is so big, 2016-2017 Jin Li marketing expenses invested more than 6 billion yuan, rushed a wave of sales, but spokesperson please Feng Xiaogang, Yu Wenle, Xu Fan, Ke Jie, Wu Gang, Xue Zhiqian, Liu Tao, Jin Li's style of painting is not the same as other manufacturers. Say good traffic... Say good meat...
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As the big brother said, learning from my life, like my death, the bottom line of marketing drive is product support and consumer insight, there is no way to release money, and in the official stage of the smartphone, rush in to save money. That is really no different from "stupid money"...
Knowing that you can't do it, why is it that you will be willing to work hard?
After the crisis broke out at the beginning of this year, the statement said at the end: I ask you to give us more time to get through the storm.
Even if he gives him a little more time, he will come over and face a mature market where the product has been iteratively over-utilized and the channel has been fully penetrated. At this moment, the smartphone market is similar to the PC era when Lenovo acquired IBM. ..
When an innovation has been fully accepted by the mass consumer market, the game of stock games is not so fun...
At the beginning of this year, from Jinli, to ZTE, to Meizu, the last wave of big factories began to have various problems. The big cycle of "products" and "channels" iterating together has already been completed, and the only thing worth looking forward to is The "product" innovation iteration of the small cycle, but the iPhone X's wilting for this small cycle cast a shadow, the haze has not dissipated...
Conclusion:
OPPO's helm, Chen Mingyong, is a fan of Go, admiring the late chess player Wu Qingyuan, especially the latter's opinion on the outcome:
The real master is you around your site, I am surrounded by me, there may not be any killing, high has seen.
After the Chinese market has been fully infiltrated, the eyes of the brothers are all on the overseas market. The largest undeveloped market is India with a large population. The report released by market research company Counterpoint Research shows that India’s first quarter smartphone Shipments were flat year-on-year, and feature phone shipments doubled. This is a market where feature phone growth is faster than smartphone growth...
In the smart machine market, the share of Xiaomi reached a record 31%, ranking first, much higher than 13.1% in the same period of last year; Samsung's share was 26%, ranking second; vivo and OPPO shares were 5.8% and 5.6% respectively. The third and fourth place; Huawei's glory brand entered the top five for the first time, with a share of 3%. The overall performance of China's mobile phone brands was better than the same period last year, with a total share of 57% in the Indian smartphone market, up from 53% in the same period last year.
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In the feature phone market, 4G mobile phone JioPhone ranked first with 36% share; Samsung share was 9.8%, ranking second; China's Itel brand ranked third with 9.4% share; Nokia ranked first Fourth, the share is 7.3%; Indian mobile phone company Lava ranks fifth, with a share of 5.6%, is the only Indian local company to enter the top five rows of feature phones or smart phones.
You said, the "midfield battle" of the smartphone? Or "the final battle"?
This article was first published on the WeChat public account: Hong Kong stocks. The content of the article belongs to the author's personal opinion and does not represent the position of Hexun.com. Investors should act accordingly, at their own risk.
(Editor: Zhang Yang HN080)
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