Can Self-built Brands Rejuvenate Shanzhai Mobile Phones?

Shanzhai mobile phone, Xiaoqian my initial impression is that in the era of Nokia's machine all over the world, those shape resembles the brand machine, the function of constantly imitating but can not use the phone. However, with the continuous development of the cottage, thanks to specific functions such as "strong signal", "large volume" and "dual-card dual-standby", the cottage was popular in third and fourth-tier cities.

Nowadays, with the rise of smart phones at home and abroad, in the case of functional machines that have been difficult to resist against smart phone offensives, the survival crisis of cottage machines is also gradually increasing. According to Displaysearch data reports from well-known foreign research institutes, in the first quarter of 2013, smart phone shipments have exceeded the number of functional machines. With smartphones operating faster, smartphone screens more selective, and smart phone application markets maturing, more and more analysts believe this year's smart phone sales should be more than functional.

The market situation of the functional machine is still falling, and the cottage machine, which mainly depends on the functional machine, is now more difficult to survive naturally. Shenzhen Huaqiang North, as the birthplace of China's cottage, once more than 2,000 mobile phone shops in the peak period have also been empty shops, many have once earned a pampered cottage mobile phone operators have to embark on a transition in order to survive The road to change. It is understood that the current transformation of the cottage mobile phone vendors have to do Apple / Samsung and other foreign mainstream smart phones parallel imports, but also do smart phone accessories, and more part of the choice of self-built mobile phone brand, in the gradual separation from the cottage machine label and now rise again The domestic mobile phone brands are divided into cakes.

Can e-commerce platform become a powerful assistant for self-built brands of mobile phones?

In many of the brand's self-built methods, many cottage mobile phone manufacturers prefer to build their own brands on the e-commerce platform. I think this is mainly self-built brand in e-commerce, can effectively reduce the cost of building a mobile phone brand. In the development of a new and low-cost sales channel, the more customer-friendly service and broader brand promotion space are the advantages of self-built brands on the e-commerce platform.

Take the recent "Chinese Lucky Exchange", this is a brand promotion event created by Tmall Mall and Yitao Search for the majority of small and medium mobile phone brands. Among the many mobile phone brands participating in the event, the positions of the first- and second-tier mobile phone brands such as Samsung, Apple, Nokia, and HTC have already been taken over by the “cottage mobile phone brands” such as Blue Sky, Verne, Ubi, and Pepper. This is definitely an ideal development opportunity for these "shanzhai mobile phone manufacturers" who want to use e-commerce to build their own brands. Such activities are not only provided by Alibaba, but also not provided only once. I believe that more "Chinese good opportunity" in the future will really give a good opportunity to the cottage manufacturers who are determined to reform themselves.

Is the brand useful for the development of cottage mobile phones?

This problem, I believe even if you remove the cottage, the answer is still still useful. For example, there are a number of stationery stores near the school. The teacher asks students to purchase new operating books. This way, if the students know that the 1st store is cheap, the 2nd store is beautifully crafted, and the 3rd store has a good mix, it can be based on The needs of the selected stationery shop. You should go to No. 1 shop for a cheap book. This should be even a brand. This is useful for the development of the three stationery stores.

On the mobile phone, if you can let a large number of people know that your mobile phone brand has been affixed with "high cost performance," "cheap," "exquisite workmanship," "endurance," "dual card dual standby," "high hardware configuration, If you want to show off the label of brand attributes such as "You have to say that this is not good for the development of mobile phones, then you sell me as a mobile phone!"

Whether it is a branded mobile phone or other mobile phone that wants to embark on the brand stage, to be able to develop in the long term, it is necessary to create a good brand image for its own mobile phone brand and continue to increase the brand's influence in the industry. To cultivate customer loyalty to the brand, and finally form a brand that is guaranteed after the marketing atmosphere, you will really be on the throne of brand mobile phones.

Although I like many people, for those who do not have many advantages in technology and channels, the mobile phone manufacturers in the brand does not report great expectations in the development of the brand, but because of the current three or four mobile phone brands in the country In terms of achievements, I believe that even if the brand road of the Shanzhai mobile phone is difficult to reach the point where everyone knows it, it is absolutely possible to maintain the survival of the mobile phone manufacturers and to develop more profitable channels in the current market.

In the third and fourth tier cities, perhaps the ones you see the most are not Apple, Samsung, Huawei, and Cool, who are clamouring about the media. Many brands of electronic products such as Samsung, Ace, and Changhong that you didn’t think of actually have mobile phones that are extremely moist in the third and fourth tier cities. For such a situation, Xiao Qian thinks that these unprofessional brand mobile phone brands can stubbornly survive in the third and fourth tier cities in the era of smart phones, except that they are stronger than those with international brands and strengths. The brand is more grounded and clearly aware of the needs of people in the third and fourth tier cities. The bigger reason is because of the channel advantages and brand advantages they have accumulated in the third and fourth tier cities.

Most people are people who love face. If you are popular with English names today, you can buy a mobile phone brand that may spell the wrong English name. You can use it without shame. In the case of Konka, TCL, and Hisense, which are well-known national household appliances groups that have already penetrated into third-tier cities and even all cities in the country, people in the third- and fourth-tier cities know more about mobile phones than people in first and second-tier cities. In a weak position, there will be no more reference rights for people in the 3rd or 4th line when picking out mobile phones. If salespeople use powerful, exquisitely-designed and high-profile examples, they will be reminded of examples of people in 3rd and 4th tier cities. There are no more choices to buy such a mobile phone brand that will not be lost.

As for the advantages of these three- and four-brand mobile phone channels, despite Huawei and ZTE’s close cooperation with operators' stores all over the world, these three- and four-line brand mobile phones pose a certain threat. But in the end, these three or four-tier cities also have the opportunity to cooperate with operators. Their sales channel advantages have not only not been weakened but have been enhanced to a certain extent.

Therefore, in the above, I thought that the construction of the brand was useful for Shanzhai phones. If you don’t believe that most cottage mobile phone manufacturers can make their mobile phone brands known to most people in the country, I think that if a cottage mobile phone with a brand effect has left the third and fourth tier cities, there is an opportunity to use smart phone hardware. Before the competition is over, it must be able to maintain the survival of the cottage mobile phone manufacturers. But in the end, whether the Shanzhai mobile phone can find a suitable outlet in the future will still remain in technological innovation and shape its unique core competitiveness.