In 2015, it was considered by the industry to be a key year for domestic smart phone reshuffling and smart ecological development. After gathering opinions from many domestic industry leaders and industrialists, the reporter combed out the top ten highlights of the smart terminal industry in 2015:
Driven by Google's $3.2 billion acquisition of Nest, Xiaomi first launched its smart eco-platform strategy in 2014, and drove rapid follow-up among companies in different industries such as Meizu, Huawei, Haier, TCL, and Alibaba. One of the highlights of the smart ecology in 2015 is the rise and confrontation of Xiaomi's ecology: How does the "empire model" represented by Xiaomi invest in 100 hardware companies, how to invest in more mobile Internet companies, and how to integrate with the United States? Promote the commercialization of its intelligent ecological strategy. Meizu + Haier + Alibaba as the representative of the "republic model" can absorb more heavyweight partners to achieve standard unification and industrial linkage, and aggregate enough potential to complete the game against the model of Xiaomi.
2. FDD license issuance
The TD-LTE license was issued on December 4, 2013, and it has been 14 months since then. There have been several media reports claiming specific time points. However, as of now, this "boot" has not fallen. According to the latest data released by China Mobile, as of the end of December 2014, its 4G subscriber development has exceeded 100 million, 4G penetration exceeded 10%, domestic 4G subscribers accounted for over 90%, and 4G base station construction exceeded 700,000. Covers the county and township markets throughout the country. From the data point of view, even if China Unicom and China Telecom can be issued FDD licenses in February, it will be difficult to change China Mobile’s 4G era to return to a unique situation. The only variable is China Telecom, which had only 40,000 new mobile subscribers in 2014. In 2015, the target is 120 million new mobile subscribers and 100 million 4G subscribers. As a result, China Telecom’s 2015 terminal and tariff strategy will both go More radical, this will bring new variables and opportunities to the fierce and complex competition in China.
3. Can smart yellow pages change the mobile internet?
With Lei Jun’s yellow pages function of publicizing millet life in July 2014, various terminal manufacturers, internet giants, mobile internet companies, and telecom operators have adopted Mobile Yellow Pages as an important user life O2O portal in 2015. Currently, Meizu, Qihoo 360, Tencent, Baidu, Alibaba, and China Mobile have competed to serve as a user service platform centered on smart yellow pages. In addition to Xiaomi's investment phone help, Wang Jialiang, CEO of TouchPoint Technologies, observed that TouchPal has more than 50 OEMs and operators including Samsung, HTC, Sony, ZTE, Huawei, Asus, Hammer, and TCL. All have cooperation, a giant and capital revelation around ROM integration is starting.
4. Millet smart phone annual shipments break 100 million units?
In 2014, Xiaomi’s smartphone shipments totaled 61.12 million units, and its 2015 target was 100 million units. However, according to IDC data, China’s smartphone shipments in 2014 were 420 million units, and in 2015, it is expected to be 450 million units. For the mature replacement market, the increase is very limited. For millet, due to patent restrictions, its overseas market is difficult to reach 10 million units, which means that its domestic market share must be more than 20%, this is the domestic mobile phone manufacturers have never reached the era of smart phones The data is equally challenging for Xiaomi. Conversely, if Xiaomi’s handset shipment growth slowed significantly and failed to reach a shipping scale of more than 80 million units, its valuation in the capital market and the continuity of smart ecological strategies will also be severely tested.
5, Huawei high-end brand "siege"
In 2014, it was a smooth year for Huawei's consumer BG. Its smart phone shipments in 2014 exceeded 75 million units and revenue reached US$12.2 billion. High-end models achieved a complete breakthrough: More than 2 million Mate 7 shipments exceeded 2 million units, and P7 mobile phones sold more than 4 million units in 6 months. Glory 6 handsets sold more than 3 million units in 6 months. Huawei aims to ship more than 100 million smart phones in 2015. The number of high-end models will increase from 18% in 2014 to 30%. Overseas market revenue will increase from 52% in 2014 to 60%.
However, for Huawei's consumer BG, there are two major challenges in 2015: First, with the resignation of “Jiang Jiang†Liu Jiangfeng, as well as glory and business integration with consumer BG China, whether the glory business can continue its rise in 2014 Uncertainty. Second, Huawei's hot Mate 7 model actually caused Huawei's internal surprise and was the result of a combination of internal and external factors. In the Chinese market, the price of the Chinese oxen is worth a thousand yuan and it is actually reflected in overseas markets such as Europe and America. Whether the new flagship can continue the good situation of Mate 7 will also be a major siege of Huawei's consumer BG.
6. Will Zhou Hongyi succeed in re-entering mobile phones?
Two years after the failure of the 360 ​​special supply machine, Zhou Hongyi used the $400 million to establish a joint venture with Coolpad to "betting" the mobile phone market. 360 shares in the joint venture company accounted for 40%, but with Zhou Hongyi's strong personality and cool chairman Guo Deying stressed that Cool must be the dominant attitude, 360 and the Cool joint venture company's future can be smooth, quite concerned about the industry. After Zhou Hongyu was in command of the joint venture company, he had already prepared to abandon the Great God brand and allowed the 360 ​​younger brothers to fully take over the brand publicity and marketing of the joint venture company. This move has already triggered the dissatisfaction of the cool people in the joint venture company.
7. Can ZTE Mobile China Market be ZTE?
In 2014, ZTE Mobile was a year-round adjustment. After the replacement of the terminal business CEO, ZTE’s mobile phone business, which had served as the head of the company, showed a keen sense of reform. However, in the two major markets of China and the United States, ZTE’s mobile phone business has seen a distinct “cold and warm†trend: In the US market, ZTE’s overall mobile phone market share ranks fourth, reaching 7.4%; Android phone market share is third, exceeding 10%; of which the prepaid market share is nearly 20%, ZTE is currently the most successful Chinese mobile phone brand in the US market. In the Chinese market, however, ZTE's mobile phone market share fell from nearly 10% in 2013 to below the current 3% under the operator's subsidy strategy adjustment and fierce rival competition. The ranking has fallen out of the top 10. ZTE in 2014, whether it can achieve ZTE mobile phone business in the Chinese market, has become a major test for Zeng Xuezhong in 2015.
8, Lenovo mobile phone how to operate four mobile phone brands at the same time.
On January 30, 2014, Lenovo announced that it had acquired 2.9 billion dollars of Motorola’s Motorola mobile phone business. One year later, on January 26, 2015, Lenovo released the new Moto X, Moto X pro, and new Moto G phones to the Chinese market at the Beijing National Convention Center, announcing that the Moto mobile phone brand has returned to the Chinese market. There is no doubt that the Motorola mobile phone brand's role in the internationalization of Lenovo's mobile phone business will be doubtful. However, in the complicated Chinese market, the success of Moto's return has become a major suspense.
The magical factory of Lenovo, which will be officially unveiled on April 1st, already has industry news that Baidu plans to invest 100 million U.S. dollars in shares to compete for terminals and intelligent eco-markets. Coupled with Lenovo's own mobile phone brand and Vibe series, Lenovo's mobile phone business in 2015 is not easy.
9, wear equipment
In 2014, the industry was known as the "first year of development" of smart wearable devices. However, from the user level, there was no product with high usage dependency. With the withdrawal of Google Glasses from Google X Labs, the question of what type of wearable device can detonate the user market has become the focus of discussions in the industry. For Chinese users, there are two major concerns in 2015: First, whether Apple Watch can change the trend of smart wearable devices. Another is whether millet’s wearable devices can make explosive products worth tens of millions of shipments.
10. Who will be the next domestic mobile phone brand left behind?
With the substantial reduction of operator subsidies and the Chinese market becoming a mature replacement market, domestic mobile phone brands are undergoing a new round of major reshuffling. In 2014, traditional mobile phone brands such as Tianyu, Konka, Haier, and Changhong, and a large number of small and medium mobile phone brands have basically gone out. In 2015, there will be domestic enterprises that are destined to be eliminated in succession, including some well-known domestic mobile phone brands. At present, among the domestic mobile phone brands, who is most likely to shrink domestic market share to less than 1% in the first place, forming a de facto elimination?
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