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"Although domestic brands have their own advantages and characteristics, but for mobile phone products, it has a high technical content, different from color TV and VCD, at the same time it maintains a close connection with fashion colors, and mobile phones are very high price elasticity of goods, if there is a competitive price advantage must form a certain scale of production and sales." Fan Wuxian said to everyone, "Therefore, mobile manufacturers should have comprehensive strength in many aspects, in terms of brand, Motorola, Ericsson and other brands have a hundred years of market sales history, in a short period of time domestic mobile phones can not be compared with these giants." Moreover, they have monopolized the Chinese market for many years, and have formed a relatively solid brand image in the hearts of consumers. In these aspects, there is an obvious gap between most domestic brands. ”

"In fact, we are still unable to compete with these foreign companies in the high-end market, and our biggest advantage now is that we can develop the low-end mobile phone market on our own, with an incomparable price advantage." Wang Shihan has made a lot of efforts in this regard, so when Fan Wuxian said it, his feelings were the deepest, "I always feel that the domestic mobile phone market still has very, very big potential, and the low-end mobile phone is the largest market. ”

The strategy formulated by Fan Wuxian before is to capture the low-end mobile phone market, so that foreign foreign brands have no room to survive in this market, but in terms of high-end mobile phones, in terms of the current strength of Fan's Investment Group, it still seems a little weak, after all, they have not been developing for a few years, although they have taken over a lot of INTEL's research results, and later obtained some very useful technical information from other companies from other channels, but it will take time to completely digest these technical data. It's not something that can be done overnight.

The most fundamental mobile phone is still in technology, so far, most of the core chip technology of mobile phones is still in the hands of foreign companies, in the existing product market, the overall level of domestic G ** products lags behind the international famous enterprises for several years.

At the same time, China has built the world's largest G** network in five years, but such a large network does not have its own perfect terminal products. In terms of product maturity, there is no test of long-term commercial operation of domestic mobile phones, and there is a big gap in stability and practicability compared with foreign products.

Due to the monopoly position of foreign manufacturers in China's communication network system equipment market, domestic manufacturers have encountered great difficulties in the field of second-generation mobile communications, so that domestic manufacturers are also facing great risks in the expansion of the mobile phone market.

In June this year, organized by the Ministry of Information Industry, more than 10 domestic mobile phone manufacturers bidding to form four domestic mobile phone research and development alliances have been initially formed, these four alliances will share the Ministry of Information Industry this year to promote the independent research and development of domestic mobile phone worth 200 million yuan.

Although Chinese enterprises are in a disadvantageous position in the second-generation mobile communication market, relying on the technical strength and experience accumulated in the development of second-generation mobile technology, domestic mobile phone companies can intervene in the third-generation mobile system communication market, and China's third-generation mobile communication system will be trialed after three years, which provides valuable development and production time for domestic manufacturers, and will make domestic manufacturers become the main suppliers of China's third-generation mobile communication systems, which will be the best time for Chinese manufacturers to develop in an all-round way.

"We can see the opportunities in the domestic market, and the share of international brands will gradually decline, but this also has a premise, that is, we have to come up with really excellent products, and the current low-end products are far from enough for us." Fan Wuxian said.

"What does Mr. Fan mean is that the current plan has fallen behind?" Wang Shihan asked with some hesitation, his plan is mainly for the development of low-end mobile phones.

In order to grasp the current situation and development trend of the mobile phone market, and deeply understand the consumption patterns and product expectations of consumers, he specially commissioned CCID to do a survey of China's mobile phone consumer behavior.

The survey comprehensively collected mobile phone consumer behavior data using a combination of online surveys, media surveys and home interviews, totaling more than 10,000 valid samples.

"The main conclusion we have drawn is that mobile phone consumption is evolving from aristocratic to common. In addition, the penetration rate of state-owned brands is increasing rapidly. Wang Shihan said.

In the past three years, the market share of foreign big brand mobile phones has shown a downward trend compared with previous years, with more than 75 percent the year before last, less than 70 percent last year, and only 60 percent this year. The sudden rise of Fan's Investment Group and the support policies for other domestic mobile phone manufacturers have caused the market share of foreign brands to decline rapidly.

From the perspective of brand awareness, although Motorola, Nokia, and Ericsson are still among the best, there is not much difference between domestic brands such as Bird, Keykey, and TCL from international brands. Among the domestic brands, the mobile phone brand of Fan's Investment Group ranks first, which can already be compared with the Sanyang brand.

Whether from the perspective of market share or brand awareness, the concentration of foreign brand mobile phone market is gradually declining, and domestic mobile phone manufacturers led by Fan's Investment Group are strongly impacting this market.

Considering the current domestic economic and policy environment, CCID suggests that in terms of product grade, mobile phone manufacturers should mainly develop medium and low-end mobile phones; In terms of product style, the pursuit of fashion and advocating individuality; In terms of product functions, in addition to continuing to retain the Chinese input function that users value most, adding MP3 function can cater to more than 70% of mobile phone users.

Considering the acceleration of the frequency of mobile phone replacement in recent years, and the fact that AP mobile phones are a hot spot, if domestic mobile phone manufacturers can develop MP3 function, highlight the convenience of using AP mobile phones to access the Internet, and enrich the online content of AP mobile phones, it is possible to upgrade to a higher level in the opportunity of mobile phone upgrading. At the same time, they also suggested that mobile phone manufacturers should actively and comprehensively understand the product needs and preferences of consumers, and tailor products for different groups of consumers, especially in the pursuit of product function improvement and technological transcendence.

After listening to Wang Shihan's statement, Fan Wuxian played with the diamond ornaments they sent over with his hand, and said in a deep voice, "In the past, the selling point of mobile phones was the appearance design and dual frequency, recording, Chinese input, voice control and other functions, this year because of the impact of the Internet, mobile phones with Internet access functions are the biggest selling point, so the third generation of mobile phones has come out." ”

The third generation of mobile communication will allow mobile phones to not only make calls, but also access the Internet and even watch TV programs on demand. Strictly speaking, if the third generation of mobile phones wants to appear in the domestic market, it will take about three or four years to wait. But judging from the most basic functions of the third generation of mobile phones, mobile phones that can access the Internet have appeared in front of people.

Whether a mobile phone has the function of surfing the Internet, the sign is to see whether it has the function of supporting AP, that is, supporting wireless application protocols, building a bridge between the existing wireless communication network and the Internet, so that the small screen on the mobile phone can also browse the content on the Internet.

In the first half of next year, the mobile communications company will officially open the service of supporting AP mobile phones to access the Internet. Therefore, from the three major foreign mobile phone brands to domestic brand mobile phone manufacturers, they are actively preparing to launch a relatively complete AP mobile phone in the second half of next year to compete for this new market.

Wang Shihan's plan also has this consideration, taking AP as an important direction for tackling key problems.

But Fan Wuxian disagrees with this, because he knows very well that AP is just a gimmick, and it has not been done in the domestic market, but has become a dispensable chicken rib function that many people have not used at all.

"I'm not in favor of putting more effort into AP, that has no future." Fan Wuxian expressed his opinion very clearly, and he said to Wang Shihan, "The reason for this judgment is mainly because China has been affected by the popularity of the Internet, but there is a strong human factor in the popularity of the Internet, so although network life will indeed come soon, but the additional business cannot rise for the time being, and there is no market for AP as an intermediate transition." ”

"What is Mr. Fan's opinion?" Wang Shihan asked.

"I'm currently tracking the digital camera business, and our chip factory can digest this information and strive to miniaturize the chip, if you add MP3 and handwriting input, plus the large LCD screen technology, it will basically be enough in a few years, and what we have to do now is nothing more than two aspects."

"What two?" Everyone was very interested in Fan Wuxi's opinion.

"One is that the low-end chips should continue to advance, continue to reduce costs, and integrate all functions into our underlying chips to create full-featured mobile phones. The other is to make some luxury goods, we also need to march into high-end products, and now we have the ability to do so. Fan Wuxian said to them, "To put it simply, we need to have our own special products, so that we can break through the influence of foreign brands and achieve our own industry hegemony." ”

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