The Chinese smartphone market has never been short of players, and how to play it can make people shine.
Last night, the famous "artisan & comic performance artist" Luo Yonghao (hereinafter referred to as Lao Luo) hammer mobile phone was born, compared with his product SmarTIsan T1, more people are attracted by his old man's feelings. However, from the tens of thousands of netizens who commented on the content of Tencent Technology, almost no one will spend 3,000 yuan to buy T1.
However, Lao Luo still got what he wanted to get with a bragging-style stand-up comic dialogue, such as a considerable amount of investment. In simple terms, this is a kind of domestic mobile phone play method, first won the first lottery, as the product sold can not be sold later.
In the past five months, there have been countless new faces in the domestic smart market. Most of them come from independent groups of traditional mobile phone manufacturers in e-commerce layout, such as Huawei glory, ZTE nubia, Gionee IUNI, Cool God.
Their play method is still in the industry's view, still walking the road of surprisingly successful Xiaomi mobile phone. It’s just that the e-commerce platform is well built, and the timing needs to wait for a long time.
As a result, traditional mobile phone manufacturers have begun a long walk with multiple legs, because they have financial, material and human resources, there will always be such a adaptation to user needs, such as Huawei's P6, ZTE's nubia and so on.
In addition to these, there is also a play method, once the cottage mobile phone merchants have begun to turn to the regular army, their survivability in the 2G, 3G era is obvious to all. In the words of Huang Mingquan, the chairman of Shenzhen Bailifeng Technology Co., Ltd., “the mobile phone must be tonal, and the success of Xiaomi is a proper time to adjust.â€
Huang Mingquan's Bai Lifeng may not know many people. However, many people have heard of Lenovo's lephone (later renamed Lephone), and the name disappeared. Because before Lenovo used Lephone, Bai Lifeng has registered this brand in 128 countries around the world. Huang Mingquan has been an old river and lake for more than ten years.
The early tonality of the cottage manufacturer is imitation, the perfect imitation plus the user's most sensitive low price, the profit is not necessarily better than Apple, Samsung, but at least can be ranked behind the regular army on the list, this tonality Can be considered as the early play method of the cottage.
This play method was later annihilated by the traditional operator's thousand yuan intelligent machine strategy, and Bai Lifeng failed to escape. However, with the gradual maturity of its core technology research and development, the domestic sales channels are basically paved, and Bai Lifeng, which has experienced the transformation and upgrading pains, has entered a new rising development channel this year.
It is understood that Bai Lifeng will jointly launch a 4G mobile phone lephone small 4 for low-end and medium-end users with China Mobile (microblogging), priced at 799 yuan, users buy China Mobile also subsidize 799 yuan phone bill, equivalent to zero yuan purchase . China Mobile has repeatedly stressed that 4G should reduce terminal subsidies. Why is it so strong?
The difference with the user that Lao Luo emphasized “what kind of mobile phone is needed?†is that Huang Mingquan, with his little 4 that will be available next month, emphasizes “What do users buy mobile phones?â€.
Small 4 positioning public utility models, beyond the imagination of cost-effective, only free to represent the most. To this end, Lephone has designed a free mode for users to convert time into money. This is a set of “deep experience promotion systemâ€. Through the user's daily use of the smart phone's fragmentation time, some downloads and games are completed in the small 4 built-in application platform. , shopping, activities and other tasks, earn commissions to achieve free, and even cash, the small 4 is a smart tool that can make money through the Internet, and the free mode is the most important part of the ecological chain of smartphones extending backwards. .
This play method is also known by the industry as the CTOB mode. According to Bai Lifeng's plan, through the purchase, and then according to the user's use behavior to develop the user's promotion tasks, and then through the "do the task" way to obtain points, and then gradually cash back. Users use more, less use less, share the bonus from lephone in the play, and the money comes from third-party application companies, Bai Lifeng and users are divided into 3:7 ratio.
To put it simply, the difference between Bai Lifeng's play method or business logic is that other households turn the user's fragmentation time into consumption power, and Bai Lifeng turns the user's fragmentation time into productivity.
What is similar to this model is ZTE’s “Micro-productsâ€. It is similar to the Taobao-style shop, mobile phone users can run their own ZTE brand mobile phone shop in the micro-products, buy ZTE mobile phone and get a certain rebate.
Which kind of play can survive, only the market and the user have the final say. But under the same zero brand, the most sensitive price of users is still the key factor in their purchase. Can someone of Lao Luo’s hammer buy it? There will be, but that should be directed at the feelings of Lao Luo folk artists. Will Huang Mingquan’s little 4 be bought? There will also be, who buys a mobile phone can make money and who is not happy. As for whether it can survive for a long time, it depends on the subsequent services and experiences.
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