Cutting edge technology

Introduction: Recently, a video about European mobile phone brands was on youtube. The video is a program launched by a foreign media company called "The Story Behind", which summarizes the gameplay of today's European mobile phone brands. .

A few days ago, a video about the European mobile phone brand was on youtube. The video is a program launched by a foreign media company called "The Story Behind", which once played a game on the current European mobile phone brand. Summary.

All know that in the past, Europe can be said to be the leader of the mobile phone industry, such as the former overlord Nokia, France's Alcatel, Germany's Siemens and Sweden's Ericsson, are all well-known mobile phone manufacturers, but since 6 years Before Nokia sold its mobile phone business to Microsoft, European companies basically disappeared from the smartphone market.

"The Story Behind" summarizes the current status of mobile phones in Europe and divides the strategy of some mobile phone companies into three strategies.

But at the current stage of the mobile phone industry's customer orientation or technology node, the big part of the market has been in the hands of the country represented by China and the United States. What strategy does the European brand take? The focus of the Sino-US pinch is a bit overwhelming.

"Regional Champion" Strategy: Ending theft is not a long-term solution

In the "Back Story", the "Regional Champion" strategy is one of the main strategies of European mobile gamers. The main representative companies are Spain's BQ and "France" WIKO. The reason why France was quoted is because in 2017, WIKO has been wholly acquired by Shenzhen Tianlong Mobile, but WIKO's main battlefield is still in France, so it is still regarded as a European brand.

Both companies can produce very standard, low-cost mobile phones, but unlike other companies, they focus on only a few markets. This is why they are called “regional champions”.

"Regional Champion" is a simple but efficient strategy, like BQ and WIKO have sold millions of devices, and the data for the past two years show that they are all profitable, compared to some Global mobile phone brands such as Sony, HTC and LG are all good.

Compared with Sony,Global brands such as LG can find that mobile phone companies such as BQ and WIKO do have a certain advantage. They don't need to build their own global brands through expensive global marketing channels and customer relationship support, so they can focus their resources on a few markets and achieve results.

and they have indeed achieved certain results. The data shows that from the beginning of 2014 to the first half of 2018, WIKO has ranked second in the French market for four consecutive years, even in the fierce global competition. In 2017, it is closer to Samsung with a market share of 17%. It can be said to be a household name.

In the view of the intelligent theory of relativity, Kevin Kevin, the so-called "regional champion" strategy is actually nothing more than a cover-up, and the "regional champion" cannot be a real champion. This brand strategy has several very big disadvantages. First, a small number of market strategy guides will result in limited brand size and limited revenue. Secondly, this strategy can be successful because there is no corresponding direct competitor in its market, and brands such as WIKO and BQ are There is no advantage in hardware, software or other functions. Its unique price advantage will no longer exist in the face of brands like China's Xiaomi, which is why the expansion of Xiaomi in Europe in the past two years is so fast. one.

For example, in the Spanish market, BQ is very affected by Xiaomi. In 2016 and 2017, BQ’s market share in Spain can still rank in the top three, and it can be BQ in the first quarter of 2018. Then fell to fifth place, and Xiaomi reached the third place. By November 2018, Xiaomi had already topped the list of sales, and for eight consecutive months, BQ has already fallen out of the top ten of the sales list.

"Niche Products" Strategy: In the mobile phone industry, the niche is difficult to beat the public after all

As the name suggests, the "niche products" strategy is to play a small group for specific people. A popular product.

Fairphone from the Netherlands and Blloc from Germany are the best examples of this strategy. The trick of this strategy is that these companies have very unique niche products and currently have no direct competitors.

Like Fairphone, made a modular phone, talking about modular phones may be more familiarIt’s Google’s Project Ara. It’s unimaginable that Project Ara is dead, and Fairphone’s modular phone was launched in 2014.

Modular mobile phones, like LEGO, are free to disassemble and install various parts of the mobile phone. It is also easier to upgrade and update the hardware, and the negative impact on the environment and supply chain personnel will be minimal.

In addition to modular processing of mobile phones, another competitive advantage is its corporate philosophy, just like the name of its mobile phone, "Fair", not using "conflict minerals" and ensuring that workers who produce mobile phones are not enslaved and press.

Fairphone's mobile phone products may make people feel a bit outdated. For example, the body material is mainly based on engineering plastics, and the thickness is basically double that of current mainstream mobile phones. The overall configuration is also the current low-end. In terms of price, it is not as competitive as BQ or WIKO. Its price is 359 euros, which is equivalent to the most expensive product price of BQ or WIKO.

Blloc's products are only standard in terms of hardware, but it has developed a very unique software Blloc OS, which is a simplified Android system with full-featured and black-and-white gray The interface design makes the phone look very boring, let users understand their habit of using the phone and avoid indulging.

The two companies are very innovative in their ideas, but from the market sales of the two companies' products, they are not very good.

Fairphone's products have been on the market for several years, and the sales performance has basically not improved. Blloc's products have just been listed soon, and in view of the factors such as price and user habits, there are not many buyers.

Intelligent relativity Ke Weiwen believes that the strategic risk of such "niche products" is far greater than the "regional champion" strategy. The first is the price issue. These "niche products" products have their own unique features, which also leads to an increase in production costs, and the price is correspondingly higher than other mobile phones of the same configuration. It has been mentioned that the price of Blloc 359 Euro has been comparable to that of BQ, WIKO and other brands, and the price of Fairphone is as high as 530 Euro.Although the modular mobile phone is easier to disassemble and repair, the price of a single module is relatively high, and the high price will hit the user's purchase intention.

Second, the niche market is a niche market, products can not become mainstream, and in fact, niche market users are often more critical than traditional users, such as Fairphone's modular mobile phone, after its release Users feel that they have not reached the level of DIY they expect, which has caused great trouble for Fairphone. Users who buy modular mobile phones are mostly geek players except some early adopters, but these players There is doubt about the "playability" of the Fairphone mobile phone. If the DIY degree of the mobile phone is further strengthened, the market audience of the Fairphone will be narrower, and neither of them will be the biggest trouble for Fairphone.

"Nokia" strategy: When feelings are absent, Nokia will become a "bad movie"

The third mobile phone brand strategy proposed by "The Story Behind" is the "Nokia" strategy, the so-called " Nokia's strategy can't be summarized in simple language. This is a strategic game that belongs to Nokia and can only belong to Nokia.

The “Regional Champion” and “Niche Products” strategies focus on specific market positioning, either in one area or on a product, and these companies cannot Mainstream brands, because they are like other European smartphone manufacturers, they have very limited control over their own devices.

But Nokia is special. First of all, Nokia has a broad user base and has quite nostalgic factors. As long as the price is right, many consumers are still willing to pay the bill; in addition, the world's major retailers Will also buy Nokia's account, as long as the Nokia brand is stationed in the major business super platform is no big problem; finally, Nokia is favored by investors, whether it is the first-line capital or individual financial predators are willing to Nokia Make an investment.

Beyond that, Nokia itself is a topic of its own. Whenever there is any new action on Nokia phones, users like to talk about them on major media platforms. This is equivalent to doing it for Nokia. Free publicity.

The Nokia brand still has incredible value, so HMD promisesThe Finnish startup behind Kea has a huge opportunity to turn Nokia into a mainstream global brand again.

According to the data, in 2017, HMD's Nokia sold a total of 8.45 million smartphones worldwide. In addition, HMD also produced Nokia function machines, sold 13.5 million function machines in the third quarter, and entered the top five in India in the functional machine field in the fourth quarter.

In the second quarter of 2018, in the context of the sluggish global mobile phone market, Nokia has been leaping forward, according to the statistics of the second quarter of 2018 mobile phone shipments released by the statistical agency Counterpoint, Nokia second quarter It has grown by as much as 800% year-on-year, accounting for 1% of the smartphone market, and has already ranked ninth in the list. In the European market, Nokia has returned to the fifth place in the sales list.

Of course, Nokia’s strategy also has a lot of risk, that is, “excessive consumption”. In fact, Nokia's "feelings" have been almost exhausted so far, and Nokia itself knows this situation clearly, which is why Nokia has been accelerating their pace.

For example, in most major markets, Nokia has surpassed Sony, HTC and other brands. Both in the European market and in the global market, the results have been obtained within one year, and Nokia has already been in Europe and China. Established its own production line with India and other places, which will help Nokia products to take advantage of the competition in the local market.

In the past, many people were not optimistic about the long-term development of Nokia. The root cause was that in addition to the disappearance of “feelings”, there was a lack of differentiation between Nokia’s products. Even though many people like their products, they still use other brands of mobile phones. If they don't have differentiated products, it will be doubtful how long they will last.

Intelligent relativity Ke Weiwen believes that Nokia's situation is actually similar to that of Stephen Chow. After there is not much feature on the product side, it depends on the support of emotions. The situation of Stephen Chow may become a forerunner of Nokia. After the audience finished the "movie ticket", the market still needs to speak with strength.

According to the latest news, Nokia 9Pure has been passed for half a year.View, which may be officially released at the end of this month, this product should be Nokia's response to the market's doubts, equipped with a rear-mounted Zeiss 5 camera, may become the most expensive smartphone for HMD.

As for whether Nokia can return to its peak, once again standing at the top of the pyramid of the mobile phone market, it is basically impossible in the perspective of intelligent relativity. No matter whether it is from the technical side or the market side, Nokia can't copy it. Its peak.

However, as long as Nokia does not fall behind in the next market change, it is hopeful that it will return to the first echelon with its own brand effect.

Summary

Looking at the current mobile phone market, it is indeed no longer a sight for European players. On the software side, US companies control the mainstream operating system, on the hardware side, European companies. It is also impossible to achieve rapid upgrades and updates like Asian countries and regions such as China, Japan and Korea.

So no matter what kind of strategy the European brands are implementing, it is difficult to complete the counterattack at least in the short term. As for the turn of the wind after many years, it may be uncertain.

文|佘凯文

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