Text / Tencent Technology Bu Xiang Guo Xiaofeng
"OPPO and vivo mobile phone sales in 2016, rapid growth, beyond the millet and Lenovo, the world's top four markets, the top five in the country with the" Huawei Department "rival, occupying the top three.
In November, Senior Vice President Hu Baishan said in an interview with the media, according to market real sales in vivo in 2016, the statistical growth rate of about 73%, which is outside the third-party statistical agencies 100% growth statistics.
This increase to help the body2016 annual sales reached 75 million units or so. "We account for the proportion of the industry according to the expected amount," Hu said. For example, China's annual sales of 400 million mobile phones, vivo occupy 15%, there are 60 million units. He believes that vivo in 2016 to catch up with a big good, in October 2014 a large number of 4G mobile phones launched after 12 to 18 months after the replacement machine into the tide, catch up with the opportunity to market itself is better than the beginning of the expected 30 %, To reach 500 million of the domestic market of 15%, doing it is more than 75 million units sold.
In addition, there are many external good stack, such as Samsung note 7 spontaneous combustion, millet as the representative of the Internet phone fell (some Internet niche brand simply closed), Apple mobile phone innovation and other factors, making OPPO get better performance, the industry generally expected its year Sales of more than 90 million units.
On the domestic smart phone market depth and capacity, the annual sales of about 70 million units is a sensitive figure. A mobile phone company from small to large, the first threshold is the annual sales of 500,000 units (hammer mobile phone, iuni phone), the second threshold is 500 million (360 mobile phones), the third threshold is 20 million units (Meizu, Asia). From 20 million leap to more than 70 million units, at least occupy the domestic sales of 14% share of 500 million to transform the leading players.
According to the market research company announced the first half of 2016 Sino Smart China Top20 brand sales report, in the first half sales of 250 million. Among them, vivo and millet sales were 25.55 million and 23.65 million, ranked fourth and fifth. Huawei continued to maintain a strong momentum in 2015, sales of 43.77 million, firmly secured the top spot in the domestic market.
The second half of the situation mutation. October 28, IDC released data show that in the third quarter, OPPO and vivo shipments in the Chinese market reached 20.1 million and 19.2 million, for the first time to become the Chinese market champion, runner-up. Huawei, millet and apple breakdown of three to five, of which OPPO shipments are twice millet. During the season, OPPO and vivo growth rate is surprising 106% and 101%.
In 2016, OPPO and vivo overall domestic sales or beyond Huawei, but for the high point of the OPPO and vivo, the future is waiting for their crisis and challenge what is it? Then how to avoid the previous millet, Samsung and then into the trough after the fate of the lead?
Pattern followers shunt users
"A few years ago we are learning millet, the past few years we feel OPPO good, began to learn from." Enterprise competition will always have a rule, there is no innovation and breakthrough, followers will never catch up. October OPPO new product release, Vice President Wu Qiang, including Tencent Technology (micro signal: qqtech), including the media, said.
Huawei September 1 launch of Nova series of mobile phones, from the star artist endorsement, line distribution channels, to the product flagship fashion trend, aimed at young consumers, the pixel level to follow the OPPO, vivo successful model, which, Wu Qiang's response is, "improve basic skills, do the things to do." & Rdquo;
OPPO imitation of treatment, two or three years ago millet has "enjoy" too. 2013, 2014, millet Internet phone brand model swept the industry, a large number of followers came into being. And OPPO system out of a homemade phone, it was launched at that time, was used as an important means of testing the Internet play. Huawei also launched the glory of the Internet brand, the standard millet.
Soon, millet mode in 2015 reached its peak, turned down. Stereotyped copy is difficult to go beyond the learning object, but will involve intercepting the leader, the dilution should be the exclusive profits of the leader. The profit is the next step barrier high threshold and product innovation necessary ammunition.
OPPO, vivo has always insisted on their own development model. Through celebrity endorsements and advertising, to build brand and attract buyers. This is the gradual improvement of OV from the era of functional mobile phone play. In September this year, signed star Zhang Zhen, pulled up brand tonality; sign TFboys and other small fresh meat, in order to promote products, seeking real sales. Early this type of play, most mobile phone manufacturers do not realize its importance.
However, rivals Huawei, glory, millet, Jin Li and even Nubia, etc., in recognition of the spokesman for the mobile phone brand sticky and emotional communication, followed suit, originally available for OV carefully selected star pool & rdquo; Become muddy unbearable. OPPO in March, signed Li Yi Feng, Yang Mi and TFboys and so on, vivo signed Song Zhongji, to affect the 15-year-old to 22-year-old fans; millet soon signed Wu Xiubo, Liu Shi and Liu Haoran, ; Glory replaced by Wu Yifan endorsement; Huawei Nova to find Zhang Yixing, Guan Xiaotong; Nubia do sports marketing, signing star C Luo.
A fan base, whether it is uncle or a small fresh meat, whether it is entertainment stars, or sports stars, celebrity endorsement with exclusive,
Others signed a more, leaving one of the OV less. So, OPPO seized in September, Zhang Zhen, vivo sign Peng Yuyan, experienced spokesman for contention, the cost is in the affirmative.
In addition, in November, the policy changes in the direction of more let OV have a sense of hardship. A staff member privately to Tencent technology complain, "now find the right star endorsement too difficult". The two signed the Korean star endorsement and policy crash, was affected.
"When the same type of multi-up after the marketing of our future put forward higher requirements and challenges, the internal also explore, explore and try other means" Wu Qiang admits, "but now did not find a very clear Direction. & Rdquo;
With the "charging 5 minutes, call 2 hours" simple slogan, coupled with Li Yi Feng handsome appearance, coupled with television and video on the network broadcast by Li Yifeng starred in the TV series, patch ads, OPPO mobile phone features accurate To reach potential buyers awareness. The degree of discrimination and the catchy even a six-year-old child can recognize and remember.
Advertising air "bombing", the ground store counters spread, coupled with the promoters superb mobile phone operation demonstration, like throwing darts, OPPO advertising spend money, eventually landing, into sales, and fly back to their own hands.
This efficient marketing, the future model in the Red Sea competition in the implementation of similar models will be greatly reduced.
Of course, live and short video popular era, the rise of each content platform large, OV is also exploring and trying new marketing methods, but they are not required to pull sales of a move half, but need a set of system To lay down, the formation of a stable marketing - Realize the torrent, familiar with the traditional marketing model OV, the short term is difficult to make the full effect.
Wu Qiang said in an interview, "the entire OPPO brand products, the proportion of sales channels for electronic business does not exceed 10%." We are more targeted to the power of the product promotion platform, not as a sales channel. & Rdquo;
Line channels can not bear the weight
11 this year, the occasion of long vacation, OV to the first-tier cities to launch an offensive market, resorted to a combination of boxing. OPPO in Shanghai Huangpu River, Guangzhou TV Tower and Beijing Wangfujing landmark building exterior lighting ads; media advertising on behalf of the spokesperson Zhang Zhen, offline channels are stationed in the operator business office. Soon after, OPPO launched the latest R9s series, vivo released X9 series of mobile phones and Xplay6 follow-up.
"Whether it is first-line, second-line, third and fourth line, we entered the beginning, there is no only in the original three or four lines, and now enter the front line." Wu Qiang said that the cause of the illusion is the first-tier cities sales do not have three or four lines of the city well, do not feel. This means that OV does not exist to take the city surrounded by rural routes, launched the so-called "people's war."
In fact, OPPO in August first-tier cities in the market share of more than 13.97%, the top two or three. Xun Dong, vice president, said that the last couple of first-tier cities faster than the average growth rate of growth, "Beijing's market share in the growth rate should exceed 10%." OV reputation in the first-tier cities was mainly due to appearance is too much like Apple, first-tier cities buyers purchasing power of the license, the more recognized Apple phone.
Cell phone old Union Yao told Tencent technology, in recent months, OV increase the line to promote the city line channels. Beijing Unicom co-operation, for example, each sold a OV phone, the store can have 150 to 200 yuan in revenue. Glory staff Ma Dong (a pseudonym) is quite helpless, "Glory 8 to sell one, the store can only get 70 yuan." A huge channel spread, an important driver of growth in OV stores.
OPPO has a line of channels to build methods. As early as 2001, after the launch of OPPO brand, in the Sundance Kid learn machine, DVD, MP3 and the last two years of small genius children's watches, backgammon passed down the market Mopagunda experience has made a lot of money performance. The mobile phone is just the latest success story.
OPPO an agent after differentiation, has increased to 36, the following control 200,000 sales outlets, 5300 or so stores. An agent and the factory mutual holding, risk-sharing, sharing profits, in-house known as "integration of manufacturers". As for the vivo, like McDonald's confront Kentucky Fried Chicken, OPPO shop in the edge of the shop.
OV this system is not a day, when the market is expanding rapidly, when the market is poor, rapid shrink. Personnel and hierarchical level of the large number of channels, we must continue to rely on new products and high cost of channel support.
Often criticized the industry in the mobile phone invisible OV with some cheap devices. OV handsome camera features, audio, fast charge technology, core accessories, OV generous, including cooperation with Sony; but in the internal chip function, frequency band and positioning accuracy related components, OV consistently selected Cheap goods. A new main chip compared with the previous generation of the main chip, you may be out of forty or fifty dollars. Channel costs are too high, must reduce hardware costs.
In fact, the lessons of other industries is not optimistic. OV line off the channel in the fast consumer industry. Xun Dong believes that the "mobile phone industry is indeed a complex, IT properties, fashion attributes, but also FMCG properties", store coverage depends on consumers can easily purchase, consulting, experience and services, some traffic Entrance effect.
FMCG industry representative company Wahaha, the most prosperous period is similar to the OV channel policy, holding each other, known as the "joint sales body", the two are small differences, essentially the same. Wahaha and France in the most difficult period of competition for control of Danone, the channel business to force the founder of Wahaha Zong, the capital adequacy to help Zong smooth clearance. However, out of Danone Wahaha serious lack of product innovation, nutrition, no longer after the explosion line. Like the river bed without water, joint sales body gradually withered. Wahaha eventually to the plight.
Link up the body of the most adaptable rhythm is pushed every six months a new or upgraded version, on the one hand is conducive to channel distribution and promotion staff familiar with the product, on the other hand, consumers continue to hunger. OV released new machine rhythm now, basically with this fit.
Wahaha initially in the majority of rural markets, three or four lines of five-line vertical and horizontal market, one to first-tier cities on the footsteps, is very like today's OV? From this perspective, OV won the North-Canton market, is to complete its own evolution, to maintain the vitality of the inevitable. Otherwise, only far away, far away overseas.
Right now, OV and Huawei, have chosen to pull up the brand, to enhance the price. OV product strategy is quite particular about the pricing has an approximate proportion of the mainstream models pricing in the Apple mobile phone 1/2 price around at the same time with the Apple did not have some fast charge technology, music features and details of care, as well as star emotion Projection, easy to form an inexpensive impression.
With the offensive front-line cities in the task, the latest flagship machine Xplay6 price rushed to 4498 yuan, the price is close to Apple's most popular best-selling model 7288 yuan price of gold points. Those price-sensitive buyers, will buy it?
Brand loyalty is not enough, more and more high prices will trigger at any time to the main power supplier channels counterattack competitors. Millet Internet model in 2012 the reason why burst strength, itself is the consumer dissatisfaction with the high channel price, so remove the middle part of the cost of electricity business model rise.
Jingdong 3C former head of Wang Xiaolong, said Tencent technology, do not rule out the possibility of online channels to re-revolutionize the line channels. Zhao Ming, president of glory, said broadband to the countryside, electricity and other factors to the countryside, more or less will expand the 456-line market opportunity to purchase electricity, and now that the decline of the Internet brand premature.
Also of concern is that in 2017 three operators have the opportunity to increase the terminal subsidy plan.
In December 20 at the China Mobile Global Partner Conference, China Mobile, said to increase subsidies. The OV has been the establishment of open market channels, and operators "never met," difficult to enjoy this good.
So, operators and suppliers of channels to counterattack, offline channels, competition and high costs will be the next OV is facing a huge challenge.
Technological Innovation Challenges
Over the past two years seems to be the rise of offline OV channel victory, however, OV executives agreed that the mobile phone is easy to sell products of power, the channel can only icing on the cake. "Cautious, treading on thin ice" OV executives are often used to describe the mood of the words.
For the launch of the borderless mobile phone millet, Huawei launched the glory of the more advanced fast-charging technology, as well as foldable mobile phone, OPPO Wu Qiang said that similar products or technical reserves have, but not the right time to launch. To take into account the demand, production, cost and other factors.
Every iteration of the product on a large fluctuation, are some challenges, OV always keep vigilant. From the functional phone to the smart phone, 3G turn 4G, OV have experienced a loss and loss, and even broke the heart.
Backgammon early famous bully learning machine, DVD, etc., the former is to seize the PC computer is not universal, the hybrid of the TV and game consoles, the rapid formation of the domestic easy to use products, which later patented technology is inadequate. In the tide of consumer electronics, the backgammon advantage is always able to quickly find ways to make money product, the weakness is always unable to have a plan for more than 10 years.
In southern China, this play is not a bad idea. However, compared with the world's top five smart phone opponents, OV product innovation is destructive enough, there is a very big gap in the industrial chain control. Perhaps this requires OV is too harsh, but like Apple, Samsung, and even Huawei, are in the layout of the future, deduce a variety of possible crises
Apple, regardless of the Samsung in the screen, memory and chip, reserves a large number of patents and technology, vertical integration strategy to face such a huge failure like note7, you can still rely on the sale of screens, chips and memory to share the risk. Behind this, Samsung continues to invest in some basic technology. In the US IT industry, the same is true, to see two or three decades is often.
Huawei's main operator business is about to encounter digital "cloud transformation" of the pain, the phone into the main channel business, with the phone to extend and stretch the main channel business, so that data flows in their own management and terminals, some long-term layout is also Has concentrated betting, such as graphene-related new materials technology for the battery business. In mid-December by the Huawei Research Laboratory of the glory of the Magic phone, with wisdom as a selling point, fast filling technology has been a real breakthrough.
However, both the positive mentioned in vivo, negative user needs insight, or OPPO advocate close to the consumer hard to do innovation needs, are in the other people on the road uncompromising attention to excellence. Similar to the play, you can get the stage ahead, but there is no possibility of a breakthrough subversion. Backgammon two or three decades of continuous conversion track, can only be considered "sub-physical strength of the ground, make up the intellectual innovation of the clumsy", the industry lack of control and guidance.
OPPO R9 mobile phone sales better than expected, but because the Samsung screen supply is not on, affecting sales of 20%. For Samsung, this situation is unlikely to happen. In camera photography, OV and Sony cooperation, and competitors can also look for Sony cooperation, the lack of core competitive advantage.
Obviously, OV need to make use of the current favorable conditions to do some long-term layout. But on the other hand, the overall domestic research system is weak, basic innovation is the overwhelming majority of enterprises can not bear the weight. Hu Bai Shan said, "do business with climbing the same, did not experience 5 km, 8 km at a crawl, will Gaosi enterprises." "OV's long-term crisis may be concentrated in the domestic high-tech manufacturing industry common dilemma.