Text/Sun Yongjie
A few days ago, in the Super phone the first day reservations up to 2.63 million, ten days in advance at 10 million, CEO Jia Yue Ting against so-called "fans" posted a letter to fans. About the contents of the letter because the network already has more text, not going to repeat them here, for this letter of understanding, I believe that different people have their own interpretation, we see that the contradictions in many aspects of Chinese Smartphone industry and weaknesses.
First name brand premium, but no premium. Not long ago, Chinese mobile phone makers Apple as chasing and mocking object. If it wants to catch up with others, but you say this is not good, that's too bad, quite a contradiction in itself. Take music for example, as the CEO Jia Yue Ting hoped that through music as Super phone branded (mainly apples) premium (I believe that this is the wish of many Chinese mobile phone manufacturer and target), but what brand premium premium or brand logo is what?
We think most main of logo is Apple of revenue and profit to by enough of impact (because revenue and profit is reflected brand premium most important of two a index), reflected in Apple body, is price (at least to than now of price low), but from currently of actual market performance see, Apple iPhone of ASP (average price) these years instead of no declined instead is stability in the has rose, zhiqian finally out has a so-called low price of iPhone5C (actually price does not low, Is equal to our domestic flagship machine prices, even higher), markets and customers are not buying it, eventually pulled out of the market. It seems that Apple wants to own brand premium is difficult, we can go to somebody else's brand premium?
And in this year of first quarter China intelligent phone market, Apple except continues to keep brand premium of revenue and profit growth zhiwai, was in its not at of sales Shang also won has first of location, compared growth up 62.1%, for China intelligent phone market growth of first, but earlier whole China intelligent phone market compared fell 4.3%, for in recent years China intelligent phone market first negative, dang we in had worth pride of shipping volume Shang are let is located in Apple, Even the Chinese smartphone market growth depends on Apple support (if there is no Apple, Smartphone market fell in the first quarter, China will be even greater), this lets the Apple brand premium ideal even more skinny. In that case, letv mobile phones even if sold at cost price, no substantive relationship with brand premium, what are they Apple should price is what price (premium brands still exist), but see themselves denied their own brand of premium.
Second to break the closed ecological, but no ecology and ecological thinking. Earlier we had written a commentary on eco, along the lines of mobile phone manufacturers in China now have so-called "eco". Here we add that domestic US mobile phone manufacturer said the ECO has overtaken Apple's ecosystem (ecology concept), so at least in the mobile phone industry. Despite Apple's ecology has gradually extended (such as the wearable device of the future, the automotive sector), but still a phone's eco-the most comprehensive and the most competitive, of course, the ecology and the core (the main source of revenue and profit) is still the phone itself. In contrast, both now and in the future ecology are not core support (for example, TV plus TV, letv mobile, even in the future depending on the car), the hardware of any kind of scale is difficult to achieve a form of ecological impact.
In addition, compared with the Apple eco-prioritized, step by step, our domestic manufacturers of ecology is very confusing. Even the banner of open, we can see the people Google Android ecosystem is core (Android), from smart phones to order expansion in areas such as wearable and cars. Most important of is, regardless of is closed of Apple, also is open of Google play ecological of premise or capital is regardless of is hardware also is software (for example system) absolute of leading advantage, currently see, including Le depending on zainei of domestic phone manufacturers are is not has this at least of big ecological or future relies on what ecological money of strength, seems "core" many, actually behind refraction out of is no any things can play core of role, and in such of situation Xia, to on what big ecological of concept and target is Yu Arabian nights.
Third place for cost transparency, but everyone made at a loss. When the Chinese mobile phone industry after playing the fans, feelings, suddenly found "Sun cost" is a direct opponent and prove himself to the user user interests first (not black users) tool. But the Chinese have a saying: no to disregard. Of course, we are not businessmen will rape, but traders must take into account the profits don't want profitable traders or businesses are not good businessmen and companies don't you? If you first consider themselves and their corporate earnings, and only for the user, which not only violates commercial laws of the world at least, can't even call it business or enterprise, should be attributed to charity-Enterprise discussion areas. But even charitable enterprises to have an original source is not available for charity? For music and some mobile phones businesses in China, this source is the investor. Jia always in the reference letter to fans: you know.
Look again before TV plus mobile BOM the production cost of the exposure, first of all, this is a hard thing what are objective and impartial consideration, given the mobile phone industry chain complex, is more than just the table will be able to speak clearly. Is questionable, in the same industry, exposing costs contrary to the commercial principle of fair competition? as the global Smartphone industry's most profitable Apple, Samsung when exposing their own phones cost? Dismantling industry through third parties to know the cost of the two enterprise phone.
We take this saying is, instead of exposing costs, the profit of China's Smartphone industry woes, all made at a loss, or even how some manufacturers will spend in "lower" costs, better value to thinking about how to make the smart-phone industry of China and make our own mobile business mobile command good prices. After all, profit is the Foundation of innovation and driving force, so that our industry can finally move from a price-driven value-driven market and users can enjoy the products of our own value and pay for it. Industry and market and the development of user cycle is not more sense?
Last name process difficult but non-core technology. In a letter to fans, Jia total refers to the total floating glass, no border ID, all-metal body is a super cell phone selling points. More than music, since the beginning of this year, Chinese mobile phone companies to play a stream of design and technology of the abacus. XXX, XXX, borderless, full metal, and thus constitute a "face value" in the Chinese mobile phone industry has gained in popularity. Michael Kors iPad air Cases
Of course, those behind with complex manufacturing process, to highlight this precious precious as art of the phone. But who knows, this is nothing more than cell phones, consumer electronics, and its greatest feature is declining and upgraded very fast. Refer to upgrade, we compared the cell phone manufacturers "face value" a lot less confidence because they know, if there is no such internal upgrades, "face value" at best, it is a useless device see. These upgrades core technology or user really needs and related experience of almost all parts in somebody else's hands. Even if it is difficult to produce, which is really the "face value" into products, but also with our vendor-neutral, we state why a "made in China" 2025 "project. We are not denying the "face value" is important, but domestic mobile phone manufacturers are proud of this, he argued, sword and medals is guilty. BTW, somebody else Apple has just sell "face value", in the core of the chip and the system until people themselves, ecosystems can be. Called in and out is essential. Want to know when too much emphasis on one aspect of the time, means that the other side's lack of height.
To sum up, in our view, referred to in a letter to fans of music depending on the mobile phone has done, representative and precisely exposes China Smartphone industry and parts manufacturers in development strategies, products, competition means weakness and contradictions to coexist. While these weaknesses and contradictions are some companies in a variety of "nominal" overshadowed, if not subject to rectification of the future, then the smart-phone industry in China will be hard to change from big to strong.
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