A fleeting meteor? Fallen phone brand inventory

I believe we should still vaguely remember that in 2012 Apple and Samsung had become 90% of the mobile phone market in the current year, of which Apple had 70%, while Samsung had about 20%. Over time, Apple finally gave up on the small-size screen that it had insisted on, and instead launched 4.7-inch and 5.5-inch large-screen mobile phones, which set a record sales record. This year's Apple conference, Apple launched a new iPhone6s and iPhone6s Plus, equipped with innovative pressure-sensitive screen and powerful A9 processor, once again swept the world.

As Apple continues to sell well, Android's application ecosystem has not been significantly improved. More and more users have chosen to invest in iOS. Market share has also changed. The latest financial report in 2015 shows that Apple owns 90% of its profits and the rest is basically occupied by Samsung. What about other manufacturers?

Let’s talk about Samsung first. In July of this year, Samsung announced that its net profit decreased by 8% year-on-year. Its profit ratio has dropped from about 20% in 2012 to less than 10%. Why is it less than two years? Samsung’s Is there such a big downturn in profit margins? The first is the product. Unlike the Samsung S3/S4, the Samsung S5 is considered to be a flagship of Samsung's lack of sincerity and innovation. Its appearance and configuration do not have many bright spots, and sales are not particularly outstanding.

In addition to product factors, Android's application ecosystem has not been improved for a long time. Unlike the AppStore which has an auditing mechanism, the permissions of Android applications have been abused. Taking the example of BAT's three major wakeup aircraft carrier groups as examples, not only does it not follow the Android design standards, but its application in the background and non-stop mutual wakeup is even more compelling. Fingers. The lack of highlights in hardware design, and the unsatisfactory application experience, it seems that many users are turning to their iPhones.

After encountering a decline in sales volume and profitability, Samsung finally made every effort to provide all the guardian skills of the S6/S6 Edge/S6 Edge+ and Note5. Excellent design, superior performance and anti-photographing win back some. The user's heart, but sales are not as hot as expected. Even companies like Samsung, which can control the supply chains of many key parts, have suffered a lot of grind, not to mention other handset makers.

In addition to Samsung, the most content in the supply chain is its South Korean neighbor LG, but the LG mobile phone sector is also a bad day, second-quarter net profit fell by 45% compared with the previous year, a large decline in the order People speak. However, after all, the profit decline was still making money. It was even more sad for the HTC days that belong to the veteran manufacturers. Operating losses in the third quarter were NT$9.44 billion (US$152 million), and the company announced a layoff of 35%. For a time, besides Apple, all the major mobile phone manufacturers have had a hard time, and the giants are still so. Not to mention the new brands that rely on the Internet boom, we are here to look at those mobile phone brands that were once famous but have disappeared.

Coca Cola

Recently, a once-famous Cola cell phone came out of bankruptcy rumors, the company may have entered the bankruptcy liquidation process, the founder Ding Xiuhong has been determined to resign, Cosco's parent company Yun Chen Technology Corp. has changed. At the same time, its foundry Yunchenjiye Communication Co., Ltd. had already transferred its shares at the beginning of this year, and it was rumored to default on payment from several suppliers. Now that the development of the mobile phone market has slowed down, the days of small and medium-sized manufacturers will only get more and more difficult, and the threshold for smart phone startups will increase.

Small pepper

Do not know when to start, mobile phone brands began to like to name food, small pepper is one of them, just as its name. Pepper was once a very hot Internet brand and quickly occupied a place in the low-end mobile phone market with ultra-low prices. Its Logo and its name are very beneficial to the brand's dissemination, but also slowly accumulate some users, but with the introduction of red rice series and Meizu's Charm Blue series on the impact of the low-end market, the small pepper in the brand awareness of the disadvantages of Rapidly submerged, it is now difficult to see the small pepper.

Orange Festival

When we look at this name, we will know how the operation of the festival phone got hot. This name is enough to have a gimmick. This brand, which came into being with the help of the Internet, has received enough attention at birth. Low prices and internet marketing are its killers. When you see this brand, you should be able to guess the style of copywriting. From the naming to the copy, the machine has all come from the network of Shaolin nuns, its humorous style. However, there are the same problems with other Internet mobile phone brands. First, there is no brand awareness. When people mention this brand, they are more likely to laugh at it; secondly, there is a lack of technical capacity, and more is the use of the design scheme of the foundry; Although it seems that marketing tools are similar to those started by Internet marketing, these vendors have neither supply chain nor channel advantages. With the help of the Internet, its fruitless results were not surprising.

hundred percent

One hundred percent also once claimed to challenge the status of Xiaomi. In 2013, Baidu had a 100% strategic investment and invested hundreds of millions, but 100% still could not escape the fate of being eliminated by the market. One hundred percent of chairman Xu Guoxiang once said that he has not been a mobile phone and his mobile phone team has been disbanded. It is said that the cost price of 100% mobile phones is 1,450 yuan, but the price of Jingdong's goods is 750 yuan. The sales volume is still astonishingly low. We do not know much about this new brand, and we dare not buy it easily. As a result, a vicious circle has been formed. The lower the sales volume and the greater the pressure on the stock, Baidu also stopped additional investment. After Baidu ceased operations, Baidu also terminated Baidu Cloud OS.

Bowo

The founder of the Bowo mobile phone was Lei Jun’s former colleague Jinshan COO Renjian. He took early retirement and was at home. In 2011, he chose to start a business. The time of Bowo’s mobile phone startup was actually earlier than Xiaomi’s, but Bowo was guilty of the design. Several of the more serious mistakes, the preferred choice is that Bove chose Texas Instruments as a chip supplier, but did not choose the high-pass of the day, which also laid the ground for the failure of Bowo. Bowo invested a lot of manpower and time for Texas Instruments to carry out secondary development, but Texas Instruments announced that it had to withdraw from the mobile phone chip market in 2012 due to low sales. When the 2012 Volvo mobile phone was launched, the price was 2499. Xiaomi phone has already released the second generation. Since then, Bowo, which has neither reputation nor price advantage, suffered a huge loss. Ren Jian also had to give up the mobile phone business.

THL

The THL brand is derived from the first letter of the three English words "Technology, Happy, and Life", which means "science and technology creates a happy life." The early logo resembled HTC, and its store's signage at first appeared to be a lively HTC. This mobile phone brand originated from Huaqiangbei Shanzhai once opened more than 300 direct-operated stores throughout the country. At one time, its cottage logo spread all over the country, and the offline sales model also made this strong Shanzhuang Fenghuo company fire one. However, in the second half of 2013, with the increasing number of emerging Internet companies such as Xiaomi increasing investment in the low-end market, the price of the butcher not only gave the competitors no way to return, but also made it impossible for a whole group of cottages and small and medium-sized manufacturers to return. THL Of course, the business situation has also deteriorated. The physical stores have closed down in large numbers. By 2014, the THL has almost disappeared. At the beginning of 2014, THL also saw a change in control. All of its physical stores were abolished and changed hands. THL also basically withdrew from the domestic market.

waveguide

"The fighter in the cell phone," Waveguide's classic advertising words are still in full swing today. In the era of functional machine, Waveguide was the leader of domestic mobile phone manufacturers and has won the championship of local mobile phone sales for many years. Many people’s first mobile phone is the waveguide. However, the arrogance will be defeated. At the top of the wave, the technical shortcomings of Waveguide have not received enough attention. In this ever-changing market, they will be overtaken by latecomers. In addition to the technical capabilities, Waveguide’s inadaptability to modern sales channels is also a major cause of its rapid decline. In recent years, fighter jets that have been alive have disappeared and replaced by Huawei, Xiaomi, Meizu and others. For e-commerce vendors.

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