How traditional mobile phone manufacturers face the challenges of Internet companies

With the rapid rise of the mobile internet market, smartphones as application terminals have become the focus of attention. Attracted by the huge demand, more and more Internet companies have begun to enter the field of mobile phones. In August last year, the launch of Xiaomi ’s mobile phone set off a huge wave in the Chinese mobile phone market. At the same time, 360, Alibaba, Shanda, Baidu, etc. have also tried smartphones, relying on the advantages of the number of audiences and preset applications, etc. Strongly enter this market through independent research and development or in-depth cooperation. At present, domestic traditional mobile phone manufacturers are trapped in low-margin competition. Now they have to face face-to-face competition with Internet companies with strong financial strength. What is the way out in the future? What impact will Internet companies bring to the mobile phone industry? What tricks can traditional manufacturing companies learn from these latecomers?

On September 5, a "Mobile Communication and Internet Cross-Industry Summit Forum" was held in Shenzhen, which is known as "China's mobile phone manufacturing capital". More than 100 mobile phone manufacturing company leaders and Internet company executives and investment In response to the above problems, people and professional media reporters discussed the development trend of smart phone applications from different angles, and how traditional mobile phone manufacturers took advantage of the opportunities brought about by the mobile Internet to develop and grow. This summit forum is co-sponsored by Lefrog Technology (Shanghai) Co., Ltd. and Shenzhen Semiconductor Industry Association. It aims to build a platform for Internet companies and high-level decision makers of mobile phone manufacturers to collide with and exchange ideas, and provide a future development path for mobile phone manufacturers. Useful reference. Participants include Huawei, ZTE, Gionee, TCL, Konka, Tianlong, Youmei, Yitong, Westcom and other brand mobile phone manufacturers, as well as solution design companies and mobile application developers.

In the opening speech of the forum, Cai Jinjiang, secretary general of the Shenzhen Semiconductor Industry Association, said that the traditional electronics industry has hardware as the core, which has created the prosperity of the “cottage” industry in Shenzhen, but the Internet has changed the product form and profit model of the entire electronics industry. The profit model based on hardware product sales is being changed. The emerging electronics industry model depends on the combination of innovative application software and cultural content, so the future cottage electronics industry model will be unsustainable. Integration, interconnection between hardware and hardware, value innovation and profit sharing of software, content and services will be the future development path of the electronics industry.

Wang Xiaodan, deputy general manager of Sina Wireless, introduced the changing trend of mobile Internet from the perspective of Weibo development status. She believes that in the mobile Internet era, mobile phones have changed from a communication tool to a multifunctional information terminal that gradually replaces PCs, and users are relying on it more and more. According to the statistics of Sina Weibo, in June 2011, the user login method was mainly Internet, with 45% of users logging into Weibo through PC and 38% of users logging into Weibo through mobile phone; while in June 2012, PC Users fell to 32%, and mobile phone users grew to 52%. At the same time, the development of Weibo has also brought more convenience for enterprises to establish brand awareness and communicate with users.

Zhang Bin, CEO of Jiuying Tianxia (Beijing) Information Technology Co., Ltd., said that if Chinese mobile phone companies want to surpass Apple, they need to solve two problems in terms of business model. First, how can they sell mobile phones on a large scale with near zero investment Second, how can you continue to earn income from consumers after selling mobile phones. To this end, he proposed the online-shopping mall program, which is a combination of multiple Internet agencies, the idea is to create the ultimate profit model for mobile phone manufacturers.

Zhang Chunhui, the first active user of China Internet, a well-known BBS moderator and the current chief investor of Songhe Investment TMT, shared the development of mobile Internet from the perspective of investors. He believes that Internet mobile phones should focus on sustained profitability, otherwise it will be short-lived, and traditional mobile phone manufacturers need to actively change, because the functions of mobile phones are developing from communication to entertainment, and in the future, they will focus on social functions and use the cloud. A powerful service "micro phone" will become the mainstream in the future.

As a typical case of Internet companies doing mobile phones, Xiaomi's success has also become a hot topic in this summit forum. Wang Lijie, a well-known angel investor, said that everyone is talking about Xiaomi mobile phones now, but Xiaomi is not powerful enough to beat it. What traditional mobile phone manufacturers need to do is to jump out of the original thinking and to subvert the concept, but to implement it Strength is the key. Lin Jun, founder and CEO of Lei Feng.com, analyzed the Internet marketing strategies of Xiaomi mobile phones in detail to the participating mobile phone manufacturers, and introduced how to use Weibo and forums to maintain customer relationships, as well as what to pay attention to when using the Internet for marketing problem.

Zhao Li, CEO of Lefrog Technology (Shanghai) Co., Ltd., one of the organizers of the forum, said the forum was very successful. The traditional mobile phone manufacturing industry and Internet companies are using different perspectives to analyze the future development of the mobile Internet industry. This summit forum event has promoted exchanges between the industries, helped to enhance mutual understanding between each other, and also laid the foundation for further cooperation in the future. A good foundation.