Vincent Neil

In the near future, announce the report form of the medium achivement one after another in many family's home-made cellphone brands. The noticeable one is, after beginning to get warm again after a cold spell last the second half year, the home-made cellphone had begun to present the depressing state again from the beginning of this year. Half yearbook lose 237 million, betray 3 constituent company also for waveguide this at the domestic first brand waveguide ago; The report that the Xiaxin Electronics taking mobile phone as leading industry releases subsequently claims, lose 352 million yuan; Even rose to the association of domestic first brand last year, according to being comparable to guiding advisor's newest statistic, the market share of the first half of this year of the Lenovo cell-phone is promoted not big, the situation allows of no optimist.

Central tendency is aggravated

The home-made cellphone must be taken in order to suffer the loss " Black mobile phone " Say the thing has been already of common occurrence. For cause reason that lose, waveguide and the intersection of Xiaxin and point out market competition fierce all, " black mobile phone " Overflow. Xiaxin quotes and has a match and guides the data and claims, the sales volume of black mobile phone on the Chinese market has already reached 23 million in the first half of this year, the share of occupying 1/4 of Chinese market, this kind of situation makes the mobile phone gross margin percentage of Xiaxin glide continuously, the volume of production and marketing shrinks. Half a yearbook reveals, the business of the Xiaxin cell-phone drops by 43.96% compared with the same period of last year in the first half of this year, the gross margin percentage has dropped to 7.59% of the levels too.

In fact, the reporter knows, the home-made cellphone faces developing " bottleneck " again ,Really relate to the fact that the trade competes fiercely, but there are very many formative reasons. By the look of whole situation of the market of mobile phone at present, " run to two extremes " Becoming more serious. And because the ABC of threshold of the mobile phone trade is relatively lower, nearly from the end of 2005 to 2006, the home-made cellphones of numerous little brands got the mobile phone license plate and began to appear on the market one after another, dismember the share with pitiably little remainder. This kind of state makes integral competitiveness not enough too.

Under the fierce background day by day of the competition, new Desai, marketing director Xu HongWei of army, of the home-made cellphone shows to the reporter: "The mobile phone industry, the appropriate scale is very important. " Capability dare, hold sway over a region thick space of quantity at the very difficult to have large-scale home-made cellphone, and once expand scale, its result may cause the large-area to suffer the loss. Take, reach the summit domestic first wind of brand last year, Lenovo cell-phone 15 million base of productivity build up in Xiamen. Transfer this year to, until enlargement of scale its see overall advantage, seem, need, enter one new adjustment phase after having quantity.

The brand is trained weakly

It is depressing to offer with sales achievements again, the home-made cellphone lacks key competitiveness, brand and trains and lacks topics such as patience and means,etc., and the quilt this time " Hackneyed theme is discussed again " . The person in charge of market of of foreign capitals brand shows to the reporter: "Efforts that a very important one of home-made cellphone is construction of brand is not enough. " He thinks, by the look of situation of the market, most home-made cellphone type functions are rather complicated at present, the price is relatively lower too, but a lot of consumers do not buy it finally, and would more still like to buy the products of the foreign capitals brand. Among them, the brand factor is very important. And the cultivation of brand needs time, some home-made cellphone tactics have a feeling eager for quick success more or less at present. For example, the domestic brand is often pressing in a mobile phone of series or a type, scarce " fight continuously " Capability; And for example, most domestic brands are changed over to the TV home shopping at present, the surface is seen and changed over to " side battle field " ,But train the respect to produce effects in the brand non-obviously.

On the other hand, key competitiveness is not enough. Because of the characteristic of mobile phone production, home-made cellphone a lot of manufacture schemes are bought directly, or pass on falling to fall in several domestic brands, a lot of models have a trace imitated even plagiarized, innovative consciousness is not enough. If things go on like this, the home-made cellphone probably realizes genuine " stands up " It is very difficult.

What deserves to be mentioned is,in the past that home-made cellphone make profits lie in inferior one of point of growth, markets new developings overseas of drawing etc.. But half a yearbook of this year of Xiaxin reveals, the gliding of 32.29% has appeared in the overseas business, this indicates either that if does not adjust as soon as possible, the overseas market may become the next " lost territory " of the home-made cellphone .