Chapter 743: Have Your Own Distinctive Products

"Although domestic brands have their own advantages and characteristics, mobile phone products have high technical content, which is different from color TVs and d. At the same time, they are closely related to fashion colors. Moreover, mobile phones are commodities with very high price elasticity. If there is a competitive price advantage, a certain production and sales scale must be formed." Fan Wubing said to everyone, "So mobile manufacturers should have comprehensive strength in many aspects. In terms of brand, brands such as Motorola and Ericsson have a market sales history of hundreds of years. It is impossible for domestic mobile phones to compare with these giants in a short period of time. Moreover, they have monopolized the Chinese market for many years and have formed a relatively solid brand image in the minds of consumers. In these aspects, most domestic brands currently have obvious gaps."

"In fact, we still cannot compete with these foreign companies in the high-end market. Our biggest advantage now is that we can open low-end and mid-end products on our own. The mobile phone market has an incomparable price advantage. "Wang Shihan has put a lot of effort in this regard, so when Fan Wubing talked about it, he was most touched, "I always feel that the domestic mobile phone market still has very, very great potential, and low-end mobile phones are the largest market. The strategy that Mr. Fan formulated before to seize the low-end market is absolutely correct."

The strategy formulated by Fan Wubing before was to capture the low-end mobile phone market and leave no room for survival for foreign brands in this market. However, in terms of high-end mobile phones, with the current strength of Fan's Investment Group, it still seems a bit weak. After all, they have only been developing for a few years. Although they have taken over a lot of InTe1's research results and later obtained some very useful technical information from other companies from other channels, it will take time to fully digest these technical information. This thing can't be done overnight.

The most fundamental thing about mobile phones is technology. So far, most of the core chip technology of mobile phones is still in the hands of foreign companies. In the existing product market, the overall level of domestic g** products lags behind internationally renowned companies by several years.

Meanwhile, China has built the world's largest g** network in five years, but such a large network does not have its own perfect terminal products. In terms of product maturity, domestic mobile phones have a big gap in stability and practicality compared with foreign products due to the lack of long-term commercial operation. In terms of users' requirements for the continuity and maintenance of mobile phones, it is very difficult for manufacturers who enter the market later to enter the market.

Due to the monopoly of foreign manufacturers in China's communication network system equipment market, domestic manufacturers have encountered huge difficulties in the second-generation mobile communication field, which also makes domestic manufacturers face great risks in expanding the mobile phone market.

In June this year, four domestic mobile phone research alliances organized by the Ministry of Information Industry and formed by more than a dozen domestic mobile phone manufacturers have been initially formed. These four alliances will share the total value of 200 million yuan of funds used by the Ministry of Information Industry this year to promote the independent research of domestic mobile phones.

Although Chinese companies are at a disadvantage in the second-generation mobile communications market, relying on the technical strength and experience accumulated from the development of second-generation mobile technology, domestic mobile phone companies can intervene in the third-generation mobile system communications market.

China's third-generation mobile communications system will be tested in three years, which provides domestic manufacturers with valuable time to start production and will make domestic manufacturers the main suppliers of China's third-generation mobile communications system. For Chinese manufacturers, this will be the best time for their comprehensive development.

"We can see the opportunities in the domestic market. By then, the share of international brands will gradually decrease, but there is also a premise, that is, we have to come up with truly excellent products. The current low-end and mid-range products are far from enough for us." Fan Wubing said.

"What Mr. Fan means is that this solution is outdated?" Wang Shihan asked hesitantly. His solution is mainly aimed at the development of low-end and mid-range mobile phones.

Wang Shihan has done in-depth research on the mobile phone market. In order to grasp the current situation and development trend of the mobile phone market and deeply understand consumer consumption patterns and product expectations, he specially commissioned D to conduct a Chinese mobile phone consumer behavior survey.

The survey used a combination of online surveys, media surveys and door-to-door visits to comprehensively collect data on mobile phone consumer behavior, totaling more than 10,000 valid samples.

"The main conclusion we have drawn is that mobile phone consumption is evolving from aristocratic to civilian. In addition, the popularity of state-owned brands is rapidly increasing." Wang Shihan said.

In the past three years, the market share of foreign big-brand mobile phones has been declining compared with previous years. It was more than 75% the year before last, less than 70% last year, and only 60% this year. The sudden rise of Fan's Investment Group and the support policies for other domestic mobile phone manufacturers have caused the market share of foreign brands to decline rapidly.

In terms of brand awareness, although Motorola, Nokia, and Ericsson are still at the top, there is not much difference between domestic brands such as Bird, Keyan, and 1 and international brands. Among domestic brands, Fan's Investment Group's mobile phone brand ranks first, which can already be compared with the three major foreign brands.

Whether in terms of market share or brand awareness, the concentration of the foreign brand mobile phone market is gradually declining, while domestic mobile phone manufacturers, led by Fan Investment Group, are strongly impacting this market.

Taking into account the current domestic economic and policy environment, d suggests that in terms of product grades, mobile phone manufacturers should mainly develop mid-range and low-end mobile phones; in terms of product styles, they should pursue fashion and advocate individuality; in terms of product functions, in addition to continuing to retain the Chinese language that users value most In addition to the input function, adding the mp3 function can cater to more than 70% of mobile phone users.

Considering that the frequency of mobile phone replacement has accelerated in recent years and the fact that ap mobile phones are a hot spot, if domestic mobile phone manufacturers can enable the mp3 function, highlight the convenience of using ap mobile phones to access the Internet, and enrich ap mobile phone online content, it is possible for mobile phone updates to In the opportunity of generational change, move up a level. At the same time, they also suggested that mobile phone manufacturers, while pursuing perfect product functions and superior technology, should actively and comprehensively understand consumers' product needs and preferences, and tailor products for different groups of consumers.

After listening to Wang Shihan's statement, Fan Wubing played with the diamond jewelry they sent and said thoughtfully, "In the past, the selling points of mobile phones were the appearance design and dual-band, recording, Chinese input, voice control and other functions. This year due to the popularity of Due to the popularity of the Internet, mobile phones with Internet capabilities are the biggest selling point, so the third generation of mobile phones is already on the horizon.”

The third generation of mobile communications will allow mobile phones to not only make calls, but also access the Internet and even watch TV programs on demand. Strictly speaking, it will take about three or four years for the third-generation mobile phone to appear in the domestic market. But judging from the most basic functions of third-generation mobile phones, mobile phones that can currently access the Internet have already appeared in front of people.

Whether a mobile phone has the function of surfing the Internet depends on whether it has the function of supporting AP, that is, it supports the wireless application protocol, which builds a bridge between the existing wireless communication network and the Internet, so that the small screen on the mobile phone can also Browse content on the Internet.

Regarding these, Fan Wubing has very detailed information. In the first half of next year, mobile communication companies will officially launch services that support AP Internet. Therefore, from the three major foreign mobile phone brands to domestic brand mobile phone manufacturers, they are actively preparing to launch relatively complete AP mobile phones in the second half of next year to compete for this new market.

Wang Shihan's plan also takes this into consideration and regards AP as an important direction for current research.

But Fan Wubing disagrees with this, because he knows very well that AP is just a gimmick and has not been implemented in the domestic market. Instead, it has become a dispensable and useless function that many people have never used. .

"I don't agree with spending more time on AP. That has no future." Fan Wubing expressed his opinion clearly. He said to Wang Shihan, "The reason for this kind of judgment is mainly because of the domestic acceptance of AP. This is due to the popularity of the Internet, but there are strong human factors in the popularity of the Internet, so although online life will indeed come soon, additional services cannot yet arise, and there is no market for intermediate APs. "

"What is Mr. Fan's opinion?" Wang Shihan asked.

"I am currently tracking the digital camera business. Our chip factory can digest this information and strive to miniaturize the chip. If we add MP3 and handwriting input, plus large LCD screen technology, basically within a few years It’s enough. What we have to do now is nothing more than two aspects.”

"Which two aspects?" Everyone was very interested in Fan Wubing's opinion.

"One is to continue to advance mid- and low-end chips, continue to reduce costs, and integrate all functions into our underlying chips to create full-featured mobile phones. The other is to make some luxury goods, and we also need to High-end products have entered the market, and now we are fully capable of doing so," Fan Wubing said to them, "To put it simply, we need to have our own special products so that we can break through the influence of foreign brands and achieve our own industry. Dominance."