Lang shelling domestic mobile phone: no brand no meaning.

Understand nature of the industry is one thing, really really hard, this is the root cause of the domestic mobile phone undesirable. .Only one in ten people in the use of domestic mobile phones, in addition to quality issues, the root of domestic mobile phone business is making mistakes, Nokia, Samsung, Motorola or Sony Ericsson, most people are using these mobile phone brands. .According to a survey I have repeatedly speech, domestic mobile phone is now close to more than 3,000 models, but users of less than 10%; foreign brands add up to only 300 phone models, but occupied the major markets. .The growing popularity of mobile phones today, the domestic mobile phone can not be taking advantage of the sky, but is swept through the market, the foreign mobile phone is really worth studying. .Data show that high-end mobile phones, mid, and low in high-end market share of 18%, 68% in the end, while the low-end, 14%, so is the biggest market share in low-end, add up to 82 .%. .If the funding to produce 100 million mobile phones, normal thinking they should choose to enter low-end market. .It seems nothing wrong, in fact, most of the domestic mobile phone market from low-end cut into. .But the question here is precisely out of this positioning is not fully take into account the nature of the mobile phone industry. .What is the nature of the mobile phone industry it? .Is the city can be. .Emotional appeal to the accumulation of market access to the most high-end market can be accumulated to a full city can, after sweeping down the low-end market. .Nokia is a typical case. .Compared with the same industry, the average price of Nokia phones is the lowest. .Can do this, because emotional appeals Nokia can bring your brand to the most high-end, low-end and then swept again, because the real money is the most potential in the low-end market. .In India, Nigeria, China and other places, is the use of cheap phone Nuojiyaqia swept the market. .So do not low-end, but to sweep the market before the end of the market into the city the accumulation of energy, do not take this step to directly cut into the low-end market, will result in a 3000 mobile phone can not be any .become the market leader, which is facing the failure of domestic mobile phone. .Also hope to enter the high-end domestic mobile phone, such as in many channels, including Phoenix Satellite TV broadcast Acorn in mobile advertising, mobile phone functions as the starting point, hope the higher-end features into the market. .However, Acorn is not Samsung, Motorola, not Nokia. .When asked what phone you use, you are embarrassed to say this is the result of the brand is not necessarily accumulate. .Use the phone function is not in use, and more attention to the brand's market performance. .The ad is almost not talk about foreign mobile phone functions. .To Motorola, for example, some time ago launched a thin mobile phone, to find David Beckham to advertise, people pay attention to the commercials is how handsome he looked, how thin the phone. .There are selling LG 2007 "Chocolate" is talking about the "I love you", with sweet chocolate and grab a new generation of young love's heart. .Acorn International, rather than talking about a dozen features, like everything good. .Sony Ericsson is Sony Ericsson mobile phone before the separation when they do well enough, but after becoming a good Sony Ericsson. .They are simply mobile advertising is to emphasize Walkman, Sony gives the deepest impression as is the case. .Why not hit it high-tech advertising, communications giant Ericsson is not emphasized it? .Because the players came out, just about 40 years now and love of this generation, if in college, can hold his girlfriend's little hand, walk the campus, holding player, a man linked to an ear, .very romantic. .So to have a player, chasing girls much easier. .These people now have become the elite of society. .Once the players play these three words will awaken memories of these people. .Therefore, most of the foreign mobile phone advertising to meet the emotional demands of the people, almost not talk about features. .And does not take advertising targeting low-end phones are cut from the high-end mobile phones to enter into that 18% of the emotional appeal of the high-end market. .Have made mobile phones take the high road, such as TCL had a 3188 launch, selling pretty good, the lowest 4,000 yuan. .Slogan was also suggested that it was "an era of mobile phones to end." .However, the high end of the phone line, not quite right, is affixed to gold, diamonds pushed up prices. .Therefore, later known as the "wife's mobile phone in Hong Kong", look tacky. .The final result is more unbearable, testing by the National Center for jade, attached to two dollars above the original one diamond, the price drop as the phone. .Therefore, the learned nature of the industry is one thing, really really hard, this is the root cause of the domestic mobile phone undesirable. .</ P>.