China Mobile's own-brand 4G mobile phone: a whip on the manufacturer
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China Mobile decided to reduce or even stop fixed investment in 2G network from 2014. China Mobile upgraded 3G base stations to F band directly in the construction of TD-LTE network. These measures are actually "pushing" existing 2G and 3G users to migrate to 4G. "Pushing" is a stupid trick and should not be done with brute force. To achieve twice the result with half the effort, we must be clever in "pulling": the mobile Internet that is blossoming everywhere is the general trend of demand, the 4G network coverage that has taken shape is the basis of capability, and the cheap and affordable 4G tariff level is the market handle. What China Mobile needs to do in one fell swoop is the supply of 4G terminals! What is the supply of terminals? In terms of quantity, China Mobile has absolutely sufficient supply to meet its sales target of 100 million TD-LTE terminals by the end of the year; in terms of variety, the 200 to 300 TD-LTE terminals that have entered the market, including iPhone 5S and 5C, are also rich enough; the most critical thing is whether the cost performance of 4G mobile phones can be recognized by users. So Xi Guohua said at the 2014 Asia Mobile Communications Expo: "We hope to provide more low-end and medium-sized 4G terminals that can meet the needs of the general public at a low price and good quality"; so Li Yue said at the 2014 GTI Asia Conference: "Another work we are committed to in terminals is to vigorously reduce the cost of 4G terminals." On the issue of 4G terminal costs, although the 5-mode smart terminal has reached less than RMB 1,000 at the end of last year, Xi Guohua still believes that with the advancement of technology, this standard should continue to decline. Therefore, China Mobile still has to "not make money" to develop its own brand terminals, the purpose is just to "give users a better experience and have a cheap and good mobile phone, mainly to play a guiding role." This is actually a "push and pull" technique for mobile phone manufacturers in the industry chain: China Mobile's sales target of 100 million 4G terminals and 700 million existing 2G and 3G users to be migrated are carrots hanging in front of them, while the 5-mode 4G mobile phone M811 printed with China Mobile's logo and priced at 999 yuan is a small whip on the buttocks! According to foreign media reports, the State-owned Assets Supervision and Administration Commission of the State Council, which is responsible for supervising large state-owned companies, has required China Unicom, China Telecom and China Mobile to significantly reduce their marketing expenses by 20% in June. This news is basically true, and it mainly targets mobile phone subsidies for operators. This is a big blow to China Mobile, which urgently needs to exert its strength at the beginning of the 4G market and hopes to use mobile phone subsidies to drive 2G and 3G users to switch to 4G mobile phones as soon as possible. Although the huge reduction in 4G call charges is quite attractive, the one-time purchase cost expenditure is still a difficult threshold for most users who are willing to migrate to 4G. Unable to reduce the financial pressure of users to buy 4G mobile phones by direct subsidies, China Mobile has no choice but to step up and use the M811 as the mainstream five-mode mobile phone to consolidate a floor price of less than 1,000 yuan in the market. Its intention is to expose and block the supply costs of upstream chip manufacturers and ODM manufacturers as the leader of the industrial chain, and to suppress the profit margins of mobile phone manufacturers through the scale effect of centralized terminal procurement with M811 as the benchmark. Its intention is to make mobile phone users recognize the high cost performance of 4G mobile phones and ultimately accelerate their migration to 4G. For domestic 4G mobile phone manufacturers, China Mobile's move is very "cruel": China Mobile can not only make money without mobile phones, but also make a lot of money from users' phone bills by promoting 4G business with unprofitable mobile phones. But how can these partners who make a living by making mobile phones do "unprofitable" business? But the market ecology is like this, just like Apple could not piss China Mobile in the 3G era, and now China Mobile can also not piss these domestic mobile phone losers: China Mobile has the world's largest potential 4G user market, even Apple can bend over, these domestic mobile phone manufacturers who are ostentatious in the market just need to use the M811 whip to whip their buttocks, and naturally some people will run forward along the path set by China Mobile. Therefore, the author's judgment is that for domestic 4G mobile phone manufacturers, they can no longer dream of being pioneers and enjoying the early profits from product upgrades. China Mobile's M811 is actually cutting off the source of the high price and high profit of 4G mobile phones. Following China Mobile's use of cost-effective 4G mobile phones to stimulate the market as soon as possible and seeking profits from economies of scale is the direction that China Mobile has pointed out to 4G mobile phone manufacturers. In this regard, large mobile phone manufacturers such as Huawei, ZTE and Lenovo will have an advantage in the TD-LTE terminal market. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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