In Shenzhen, millions of people rely on mobile phones and related electronics industries to survive, and there are many legends among them. In 2011, the domestic mobile phone industry experienced upheaval, among which the most affected are those who are copycat operators. For them, this may be the coldest winter ever. A post titled "The Confessions of the Dying Shenzhen Small Business Owner" was repeatedly reposted by major industry media after Tianya appeared. The information revealed from the post truly restores the dilemma faced by this industry. The mobile phone industry is facing a transformation from a functional machine to a smart machine, a transition from 2G to 3G networks, and e-commerce and operator channels are impacting various changes such as traditional retail channels, all of which have promoted the transformation of the cottage industry. The first change is branding. In Shenzhen, there were once more than 3,000 mobile phone manufacturers reduced to less than half, and at the same time, various unknown small brands began to appear at a "sprouting" rate. Through some planning and marketing agencies, brands can be mass-produced in the form of package charges, from license application to celebrity endorsement through-train service. Under the mix of fish and dragons, the boundary between the brand and the cottage has begun to blur again, so that many consumers are all called "cottages" for unknown brands. The second change is the flattening of channels. In the traditional cottage mobile phone wholesale market, machine manufacturers have retreated one after another, and more than 50% of the shops in some electronic markets are vacant. In addition, traditional provincial and national contractors gradually faded out of the market, and channels such as "factory stores", "experience stores", and "Taobao" gradually became the mainstream models of mobile phone channels. In the "factory store" of a certain brand in Huaqiangbei, the clerk introduced the model to the consumer directly from the factory, reducing the huge cost of agents at the provincial and municipal levels. Through the retail model of the mobile phone factory store, each mobile phone earns only 10 yuan. This reminds me of a senior who used to be in Zhongguancun. He also claimed to earn only 5 yuan. There is another kind of cottage "Apple Store", which mainly appears in third- and fourth-tier cities. The profit model is not to sell Apple mobile phones, but to make money by selling cottage Apple accessories. In addition, the e-commerce channel is also an important position for many cottages or small brands. In Taobao, many merchants have been operating for many years, but most of the offline physical stores that can grow and develop are supported. Following Xiaomi's claim that online pre-orders "sold out", this model of taking all online channels and relying on low prices to open the way has been used by many manufacturers. It is reported that a Chinese-made magic machine "Gu Guo" mobile phone has also started pre-sale on its own website. However, related after-sales, logistics and other issues may be difficult to solve without physical stores. Whether the similar "factory store" model can continue to develop will take time to test The third change is intelligence. "Nothing except smartphones can be sold." This is the voice of a counter owner in the Huaqiangbei electronics market in Shenzhen. Of course, the fact may not be so bad. Now he is planning to clear the functional machine inventory in his hand as soon as possible. In the QQ group that gathers mobile phone integrators and underwriters, every day you can see a variety of cheap and unbelievable mobile phones in the "clearance sale", the industry calls these goods "tail goods." In the Electronic Technology Building in Huaqiangbei, Shenzhen, the author saw a newly opened "Le Le Tong monthly mobile phone", which can run Android v2.2.1 (Froyo) operating system, but highlights the "monthly" function, allegedly combined with mobile The network and fixed-line network can realize the function of 100 yuan per month for mobile phones to call domestic long-distance local calls, unlimited minutes, display numbers and other functions, which can help users save more than 60% of the phone bill. Although the hardware is not very powerful, using Qualcomm 500Mhz processing chip, dual card dual standby, but the mobile phone shipping price is more than 1,000 yuan, even exceeding the current Lenovo A60 terminal price. In Sanda Yayuan, not far from the "Electronics", I saw a smartphone called Guo Wang V4S, which looks almost the same as the iphone 4s. This is printed on the promotional page of the MTK6573 main chip merchant. It is "dual-core CPU 930MHZ, built-in 512M ROM + 256M RAM physical system memory", in addition to running Android2.3 system, there is even a copycat version of "Siri" software. The price is also very powerful, only 898 yuan. It is understood that most of these cottage smart phone shipments are between 500 and 600 yuan, and the channel link is increased by 100 to 200 yuan. Most of the platforms used are MTK6573. Compared with the "lightning thunder without rain" in 2011, smart phones with a price of around RMB 1,000 or even cheaper have become mainstream.
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