Xiaomi and Song Weizi

As the fastest growing market in 10 years, mobile phones have never lacked topics.

In 20 19, Lei Jun, who was in a hurry, declared war on Huawei at the press conference in Redmi: "Life and death are bleak, and if you don't accept it, you will do it." It is claimed that "how to attack Xiaomi is the first item in the training of friendly business promoters."

Lei Jun has always been elegant, and suddenly he said such heavy words in public, which shows the fierce competition of mobile phone brands.

In 20 13, Huawei founded a sub-brand glory, specializing in online cost performance and competing with Xiaomi for the low-end market. Lei Jun sent Redmi to the war, and Xiaomi was transformed into a high-end machine with a price of more than 3,000 yuan.

The two brands played for 8 years, and the result was overtaken by OPPO and vivo, which made a big profit.

According to IDC data, in the domestic market, in the second quarter of 20021,vivo and OPPO occupied the first and second place in the shipping list, and sold a total of 3,565,438+10,000 mobile phones.

Xiaomi ranked third with13.4 million units, Apple ranked fourth with 8.6 million units, and Glory ranked fifth with 6.9 million units. Huawei was classified as "other" and fell out of the top five, selling 1465438+ 10,000 units with other brands.

You know, in the fourth quarter of 2020, Huawei still firmly occupied the first place in the domestic market with 210.7 million units of data. In just half a year, the mobile phone rivers and lakes have undergone earth-shaking changes.

Due to the failure of chip supply, Huawei's sales decline is expected, but why should vivo and OPPO take over?

Vivo and OPPO are both in Duan Yongping. Although the number of brands is not as high as Huawei and Xiaomi, relying on the advantages of offline channels, there are a group of loyal channel providers who have been "sharing life and death" for a long time.

In the eyes of channel providers, vivo and OPPO are better than Huawei and Xiaomi because they can make money.

Huawei is very harsh on channel providers. A supplier in Beijing complained: "Huawei is too strong. I have to use one Mate40 with three other models. Isn't this increasing my cost? "

He felt that 20 12 followed Huawei, but he didn't expect the treatment to get worse and worse. So when Huawei invited him to join the tablet project, he decisively refused: "When Huawei occupied the tablet market, I was out again."

Xiaomi's channel providers are in a state of low profit. According to a channel dealer in Yangzhou, selling a Xiaomi mobile phone only earns a few hundred dollars. "I used to sell Samsung, and one earned at least one or two thousand.

After Samsung finished, it switched to Xiaomi and sold well. It takes three millet to sell for a Samsung. "

Vivo and OPPO are very generous to channel providers, and often distribute some small gifts to channel providers when selling goods, so as to increase sales and not force them to get goods. A mobile phone earns twice as much as Xiaomi.

It is relying on these "hard-core" channel providers that the Blue-Green Corps has attacked the city and pulled out the village on the Internet, competing with Huawei and Xiaomi.

Vivo and OPPO also know consumers very well. According to Musk's "first principle", when consumers buy a mobile phone, they first look at the appearance. If the appearance is not good, 80% consumers are not interested in continuing to understand the function.

Therefore, when designing mobile phones, both vivo and OPPO put the appearance first, even at the expense of some performance.

Take OPPO's blockbuster FindX series as an example. High screen ratio, curved screen, smooth feel, Leng Yan's color matching makes people impressed at first sight.

Especially when taking pictures, the camera will slowly rise from behind, giving people a sense of future technology. Even Apple issued an internal document asking designers to learn the design of FindX.

The performance is not as good as Huawei and Xiaomi, which does not prevent vivo and OPPO from harvesting the "Yan value party".

A loyal female fan of vivo said: "I have been using vivo since college and I am used to it." I don't care about the function, many functions can't be used, just look good. " According to a survey data, people who buy iPhone actually use less than 30% of the functions.

In 2020, Huawei faced the crisis of chip supply failure. Huawei formulated the strategy of "giving priority to domestic supply" in the case of limited number of chips, which led to a weak overseas market in the third quarter of 2020 and a decline in the fourth quarter.

However, both vivo and OPPO reported the news of expanding their marketing teams in Europe around 10. Xiangzhuang sword dance is intended to pay tribute to the public, and its purpose is self-evident-to seize the market gap left by Huawei.

Huawei originally had great advantages in the domestic mobile phone market competition: first, excellent quality, and second, national brands. Open a news APP at will and brush two pages to basically see Huawei's "tap water".

After all, Huawei's story is very inspirational, and companies that can persist in technological innovation are rare in China.

Vivo and OPPO suffer a lot in publicity because there is no "people's design". Huawei is a national brand and Xiaomi has a Lei Jun platform. The blue-green army is blank in "personnel setting" and there is no story to tell.

Huawei's publicity strategy has been vividly described: "Although Ren rarely speaks in public, he will send an' internal letter' when he has nothing to do, and put all the news he wants to convey to the media in it. The next day, the whole country knew this "internal letter."

The advantage of this is that Ren won't make mistakes because of his "big mouth". When Ma Yun, who has a glib tongue, also stumbled, Ren chose a more cautious strategy. Therefore, the evaluation is "very cunning".

Xiaomi relied on Lei Jun, who went to the front desk on the first day of making a mobile phone. From being ridiculed by the media as "Reebs" to becoming "Reebs", the power of a press conference of Lei Jun caught up with the marketing team of 1000 people.

Only Lei Jun has "rice noodles", and Xiaomi is essentially playing the fan economy.

Neither vivo nor OPPO. Duan Yongping, the boss behind the scenes, has been hiding in the United States for a long time, deliberately avoiding the media and making a fortune silently.

Look, Liu, Ali, Ma Yun, Gree, Dong Mingzhu, Fuyao and Cao. Even Focus Media is building their boss Jiang Nanchun, and vivo and OPPO will also push a "personal design".

This man is Song who stood on the stage of IQOO conference last year. At the press conference, Song deliberately wore a short skirt to attract media attention and was dubbed "Song Thigh", which was obviously planned by the marketing teams of vivo and OPPO behind the scenes.

Song has a good face and a hot figure, which has opened a distance from the entrepreneurial group in which men are in power, which is in line with the setting of high value of the blue-green army mobile phone.

Let's look at Song's position: iQoneo product manager, who says high is not high, who says low is not low. Even if this "personnel design" fails, it will not cause any loss to the blue-green army. He is a good candidate for trial.

In the "people-oriented" section, vivo and OPPO are struggling to catch up.

Vivo and OPPO ranked first in mobile phone shipments in the second quarter, which means that it is more or less difficult to make money.

If Huawei hadn't been stuck in the United States, I believe the Blue-Green Corps wouldn't have won the first prize so easily.

In fact, before Huawei was laid off, the sales of vivo and OPPO ranked between 3-5 for a long time. Just as Huawei ate the Samsung market, this time vivo and OPPO ate the Huawei market.

The last one is actually Xiaomi. As a national mobile phone, Xiaomi should be the ideal successor of Huawei.

However, the shipment of Xiaomi13.4 million units can't beat any of Vivo (18.6 million units) and OPPO (16.5 million units).

After thinking about it, there may be three reasons: 1, Xiaomi did not sell new products in the second quarter; 2. Xiaomi has transformed into a high-end market, and the low-end market has left room for vivo and OPPO; 3. Xiaomi's main direction is overseas.

According to global data, in the second quarter of 20021,the shipment of millet surpassed that of Apple, reaching 5,365,438+million units, up 86.6% year-on-year, ranking second in the world.

Xiaomi sold 39.7 million mobile phones overseas, accounting for 74% of the total sales. From the data, Xiaomi is already an international company.

In the context of China people, overseas success is more important than domestic success. May our domestic mobile phones sweep the international market!

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Author: You An Jiang Zuo