Nokia refers to the cottage to steal rice bowl

This weekend, Chen Rui will travel to Dubai with her family and book the legendary "Sailing Hotel" to have a rather exotic Chinese Lunar New Year. “I have been to Dubai several times, but each time when it is an international flight, I did not leave the airport.” Chen Rui told the Southern Reporter that it was because Emirates was cheaper. He has repeatedly stressed that he is doing "a small business," and many things are still hands-on. Originally done in China, many orders are now available overseas, and in 2010 there was also a brand of its own.

According to Nandu reporters, last year, Chen Rui’s peak mobile phone export volume could reach 1 million units, far exceeding the so-called small business.

In the face of Nokia’s remarks, Huang Luojun (a pseudonym) is also dismissive as Chen Rui. In Shenzhen's mobile phone industry, he was a mixed figure -- he worked in Yulong in the early years, and later started his own business as a cottage trader. Business failures, turning from multi-millionaires to negative assets, began to help an electronics company to develop its mobile phone business. Finally, the patent issue was halted and he was ready to re-enter the commercial sea.

"I am always in awe of the name of the cottage." Huang Luojun said that because of his own experience, it is not easy to do this. Like Chen Rui, his next stop was chosen overseas. “The domestic regulation is getting stricter and the cottage is out of the sea. When China did not have low-priced cottages, Nokia rushed in to grab the low-end market. Now it is our turn to rush out.”

"On a global scale, one out of every five mobile phones sold is illegal or unauthorized imitation (cottage)." Recently, Nokia executive vice president Esko Aho published this Remarks, and pointed out that these cottage mobile phones are mainly produced by Chinese companies. "I am very honored to receive the attention of Nokia Deputy General Manager of Helsinki headquarters in Finland." Chen Rui, who is engaged in the production of mobile phones in Shenzhen, said this with a sly tone. "Now we have a lot of products exported to developing countries, and we have Nokia cheese. They will be so irritated." In fact, Aho also mentioned in his remarks, "This (the cottage) seriously damaged Nokia, etc. The position of mobile phone manufacturers in emerging markets." Exports, China's cottage industry glorious today. Will this be a brilliant tomorrow?

Chapter 1 Sour & Soap Nokia Time Back on the 21st of this month, Nokia’s Executive Vice President Esko Aho stated: “Each of the five mobile phones sold is an illegal or unauthorized imitation. This situation is more serious in the Chinese market, and it is also a global issue.” Aho said that apart from Asia, Latin America and some European countries also have this problem, and said that this seriously undermines the status of Nokia and other mobile phone manufacturers in emerging markets .

Emerging market cheese passive in the original text, Aho uses the word "fake", which means counterfeit goods, counterfeit goods. However, from the point of view of "one of five mobile phones (about 20% of the market)", the so-called fake mobile phone is not just a copy of Nokia's trademark and model of mobile phone, but the entire cottage industry, because Nokia's market The share is only about 35%. In addition, according to market research firm Gartner's forecast, the global share of the market share of cottage machine more than 20%, and led the entire mobile phone industry in the third quarter of 2010 shipments increased by 35%, the number is in line with it.

The whole cottage industry was regarded as a "global problem" and it was thought that it "seriously damaged" the interests of mobile phone manufacturers. Aho's remarks seemed to be full of sour taste. This is not groundless, because Nokia has suffered the first impact.

Today's Nokia, the mobile Internet business is in the ascendant, the traditional strong hardware sales are facing the high and low ends of the squeeze, the day is not easy.

According to statistics from Inderes Oy, a Finnish survey agency, the sales volume of Nokia’s flagship product, N8, was approximately 4 million units at the end of last year. The time for the aircraft to be listed in China was September last year, and overseas markets were slightly earlier.

Perhaps 4 million is already a very good figure for a high-end mobile phone, but in the face of its new rival Apple, which was only met in 2007, there is absolutely no boasting capital --- a Morgan Stanley research report said last year The actual shipment of the Apple iPhone in the fourth quarter was approximately 16 million.

It is worth noting that InderesOy stated that the countries with the highest demand for N8 include Finland and some countries where Apple, Google (Android) products are not widely involved, such as India, Malaysia and UAE. "The N8's price advantage is obvious. The better-selling region is basically because it can't afford high equipment prices." Inderes Oy argues that Indians rarely buy iPhones due to their price exceeding affordability. In addition, some consumers buy the N8 as a fancy 12-megapixel camera and use it instead of a professional camera.

The “flagship” battle is at a disadvantage. The N8, which flaunted the Internet experience, was favored because of hardware configuration and cost-effectiveness. This made Nokia feel at ease. Although at last year's Nokia Conference in the United Kingdom, there are several N 8 follow-up high-end models unveiled, but the degree of concern is far less than Apple's iPhone 4, Samsung's "Galaxy" series, Motorola DroidX and HTC long for HD and other brands of flagship models.

“The sales volume is flat, and they are always out of stock.” The head of one of the largest mobile phone chain stores in Guangdong Province commented on the N8. If this is really a good model, manufacturers should try their best to manufacture and supply it, instead of the current situation. child.

Being at a disadvantage in the "flagship" warfare, it can't shake the Nokia of the big industry, because it still has a lot of "little plates" -- low-end mobile phones that can sow the seeds of "NOKIA" in size in emerging markets. . However, as Aho said, they have been impacted by the power of Chinese cottages, and the “small sampan board” is precarious.

The second chapter sweet astringent cottage "We will tell the local dealers and operators, this phone can insert three SIM cards, cheap, stable quality, provide a perfect warranty. Because it is the Internet company, Nokia's people in the promotion At the time of the product, they would say that their mobile phones can also provide SMS delivery of agricultural knowledge and so on." However, Chen Rui said that from his own practical experience, those who have problems with food in the third world are buying mobile phones. I don't care about Nokia at all. In addition, Nokia brands in these regions are not as well known in Europe and China, and they are actually on the same starting line with the popularity of some Chinese cottage brand names.

The top ten “cottage machine” manufacturers among the world’s top ten are becoming more international because of the strong vitality of leaving overseas “cottage machines”. According to a report released last month by Gartner, the unnamed Shenzhen mobile phone brand G-Five has successfully ranked among the top ten mobile phones in the world, surpassing many domestic famous brands.

"By the promotion of white-box manufacturers (cottage makers), the global mobile phone sales will achieve a 30% growth in 2010." The Gartner report specifically mentions the G-Five mobile phones that are not yet known in China, and the mobile phones in the first two quarters of 2010. Sales reached 5.2 million units and 4.3 million units respectively, once among the top ten global handset sales.

A major chip provider of G-Five told Southern Reporter that the brand manufacturer “Shenzhen Kivu International Co., Ltd.” was mainly engaged in the foreign brand foundry business and had a large sales volume in foreign countries, with an annual export volume of about 20 million units.

G-five has become the epitome of China’s cottages—because the stricter supervision of domestic policies, especially since the Ministry of Industry and Information Technology (MIIT) has ordered crackdowns on mobile phone charges, the original price in the domestic market has plagued the country’s homes. It is a worrying profit. No brand as a support, relying solely on the price of a home cottage business, have sailed abroad to go abroad.

Whatever you do is "a swarm of bees"

According to a research report released by the market research agency iSuppli, the sales volume of cottages in mainland China this year has increased by 43.6% over the previous year to a total of approximately 228 million units. However, in the case of a continuous reduction in the price of cottages and an increase in overseas orders, the cottage market The scale will reach the peak of 255 million units in 2011.

iSuppli statistics, since 2007, despite the continuous increase in the production of mobile phones, but the domestic market shipments have been declining. According to its statistics, in 2010 China's Shanzhai handsets shipped 175 million units overall, while only 25 million were "digested" by the domestic market, and the remaining 150 million were all exported overseas.

For the cottage practitioners such as Chen Rui, the cruel market has cultivated their keen sense of touch, so that they have constantly changed their business strategy. However, he knew that this was not a long-term road. “A lot of industries in China have this problem, and everything is done. Now it's not done well at home, and the cottage machine has swarmed overseas.” He made an analogy, like “burning the mountain”, to open up the hills of emerging markets like this. I don't know how long it will last.

In the future, it is because of too many ups and downs. Chen Rui’s worries are more worthy of industry considerations. The current excessive competition in the domestic market is most likely the future of foreign markets. In addition, domestic policies to clear the market will also take place abroad and are full of uncertainty.

At the end of 2009, mobile phones with no International Mobile Equipment Identity ("IMEI") in Nagpur, a central Indian city, were disconnected. The vast majority of these products are products of Chinese mobile phone manufacturers, which are examples of typical products that are affected by export policy. And a large number of Nokia low-end phones that are also sold in India have not encountered such problems.

Yang Qun, an analyst of the mobile phone industry consulting company Warring States Policy, expressed his concern. “In the emerging markets, the impact of the Shanzhai machine is not only Nokia, but also Samsung. Once they resort to price wars, they scale up. In terms of transformation, the cottage is not necessarily an opponent."

iSuppli's view is that this year is the last glorious year for China's cottage. "Since the Chinese government continues to suppress the cottage, and the cost of many components has been reduced to the bottom line, it will be difficult to further reduce the price in the future." Based on the price war concerns --- out of the bottom cards, what is the basis of the cottage?

As for G-five, starting from the brand building, Yang Qun believes that it is the top of the pyramid in the entire cottage industry and it does not belong to the majority of small profits. The future of the cottage is sweet and astringent.

● The way out of the cottage 1 Landed ahead of time: Tianyu and Jinli --- Before the domestic ubiquitous mobile phone market shrank, the company rushed to sell the brand. Whitewashers were genuine manufacturers, relying on brands rather than blindly fighting prices to gain profits.

2 Overseas flag representatives: G-five, lePhone———

Set up brands in relatively backward emerging markets and start at the same time with international big names, but now has missed the best time.

3 Sustainable development of wasteland Representation: Most cottage operators continue to look for new markets to be developed and quickly enter the market. Similar to the destructive market, they are not sustainable, but they can make quick money until global emerging markets are hollowed out.

4 find another way out: no ———

The "black cell phone", the predecessor of its own copycat machine, began. No one cares who is falling and who is. The industry is full of variables, just as no one knew two years ago that a copycat can still be exported, and no one knows what the next phase of moneymaking is.