IDC data shows, sales volume of mobile phone of evil spirit a group of things with common features dropped greatly 2018 79% , have in home market rate only 1% . Glide considerably from what sell gauge model in light of, evil spirit a group of things with common features is experiencing bluff type be defeated, but look from the angle of the product, the gene that once propped up evil spirit a group of things with common features to rise abruptly exists as before.
Be in the western world that gives priority to with christian, have the viewpoint of value of its mainstream, that is " free, equal, just " , so Hesperian sees freedom again like life.
With the Japanese cavalier estate that Confucianism gives priority to, " ceremony justice sense of honor " the viewpoint of value that should make oneself, if was done discreditably thing, that is a kind of disgrace, want paunch offer an apology.
Since our China is very long, also one plant extremely the viewpoint of value of the mainstream: "Into king defeat bandit " . Be in China so, the most important thing gains a success namely, as to how to gain a success, a lot of moment, negligible not plan.
In system of such social viewpoint of value, a person is organized, when downwind downstream, often be a paean, once force is small, those who receive will be by the derisive, blow upon, situation that steps 10 thousand feet again.
The evil spirit nowadays a group of things with common features, experiencing such situation it seems that. Regard Chinese smartphone as one of the earliest inaugurator, evil spirit a group of things with common features has really in recent years some drop out, once was of media cosset evil spirit a group of things with common features and its author Huang Zhang, also became nowadays critically with the object that sneer at.
Critically now evil spirit a group of things with common features became a kind of politics it seems that correct, but to general trends of this kind of public opinion, the author is very difficult however agree without giving serious thought. On one hand, enterprise of the neither one on the world is plain sailing, great be like apple, GE, China for such company, strategic miscarriage of justice also has appeared in developing a process; Additional on one hand, comb the development course of evil spirit a group of things with common features, have a kind of feeling however, evil spirit a group of things with common features in recent years although made a mistake a lot of times, took a lot of roundabout way, also had not walked out of lair up to now, but the gene that its once succeeded, returning to gradually however.
01
The rise of evil spirit a group of things with common features
The father yellow chapter of evil spirit a group of things with common features is obsessed with electronic product as a child, high school was not read by school discharge. He is driven out of a door by father when 16 years old, work to Shenzhen alone, do coolie on dock for a time allegedly. But he does not have waste time years, however with effort, found the way of life. 2002, huang Zhang of 26 years old did the position of general manager of a company. This enterprise produces the Singapore of VCD to love musical instrument company in home namely.
Although Huang Zhang has record of formal schooling of junior high school only, but however special to the development trend of electronic product acumen, disc player market looks at that time be like flourishing, but the be on the wane that he has felt this market beforehand. After taking up the post of general manager, he is decisive put from acoustics of fight in some places one by one of disc player market, result reach MP3 market.
Huang Zhang is an extremely outstanding product manager, its are dedicated to the research and development of the product, cranky, captious and even insanity is additional kind. Guide in his below, product of MP3 love musical instrument had at that time the function of never heard of before -- 20 hours of train in excess specified length broadcast memory of time, 128MB, avoid drive to join computer is waited a moment. The product that loves musical instrument also makes the very competitive product on the market from this.
But because be in with those representing capital the difference above sale, huang Zhang sold the share that gave love musical instrument finally 2003, come to Zhuhai, founded oneself company: Science and technology of evil spirit a group of things with common features.
Huang Zhang is " detail accuses " , to the job and life medium detail is having extremely " abnormal " requirement. Found before evil spirit a group of things with common features, have a meal in its home feed material to be gotten by himself accuse, the standard can choose him strictly to plant dish only to later. For the acoustics in the home, he can tear open a room to use watt even.
Found after science and technology of evil spirit a group of things with common features, huang Zhang can spend many time bubble to interact with consumer on forum everyday, once the user discovers a problem, he always knows the first times, solve quickly next.
When 2005, the E3 product of evil spirit a group of things with common features dies often machine, yellow chapter the same night calls together all engineer platoons to check, until solve. After E5 product appears on the market, when listening to a radio, can have murmur, after consumer is complained, huang Zhang is changed freely immediately machine, and give the first batch of purchaser gave brachial area.
Depending on this mind that makes acme product, evil spirit a group of things with common features does acting work first, oneself brand is made after, gain fame gradually in the market. In fact, product of the MP3 with evil spirit inchoate a group of things with common features, MP4 also is domestic pole minority the product that can go up be rivalled with the apple in public praise. 2006, evil spirit a group of things with common features rolled out the whole nation again screen of the first feeling is adscititious the MP3 that designs without screw, result ovation, rank in those days domestic MP3 sells the first.
Evil spirit a group of things with common features won the high self-identity of the market and consumer with the product of acme, its beat domestic and international numerous brand early or late, become the sales volume champion of MP3 industry, sale also exceeded 1 billion yuan.
Gain of evil spirit a group of things with common features the first pail of gold, but the industry eye that because this loses acumen,Huang Zhang does not have. 2006, situation of evil spirit a group of things with common features auspicious when, huang Zhang sees a lot of mobile phones had gone to MP3 function conformity in the mobile phone however, he sensed the trend of MP3 player be on the wane beforehand.
On the company annual meeting of the end of the year, huang Zhang states evil spirit a group of things with common features decides transition makes a mobile telephone. This makes those present astonied, because the employee at that time does not cross evil spirit a group of things with common features a few, still be a company that becomes MP3, do not have the actual strength that makes a mobile telephone. But to Huang Zhang such " maniac " for, this is not a problem it seems that.
2007, the apple just rolled out generation mobile phone, and the operating system installing eminent nowadays, release formally till the ability end 2008, the way with the simplest mobile phone is made when those, use couplet to send the integral solution of the division namely, him enterprise makes a case, affix a brand, appear on the market next sale.
Huang Zhang disdains to make such mobile telephone, his ambition is very old, want to face mark IPhone completely, make big screen, of intelligence, can of couplet net, use capacitance screen to touch the mobile phone that accuse.
Manufacturer of a MP3, want the capacitance with the most advanced whole world of research and development to touch accuse a smartphone, have some of incredible story it seems that. But Huang Zhang turned this kind into impossibly reality however. Through difficult research and development of two years, in Huang Zhang the drive of acme product concept falls, revise through 34, evil spirit a group of things with common features is in on Feburary 28, 2009, rolled out the first support of Chinese many a little bit to touch the M8 of the mobile phone that touch screen that accuse, fix a price 2499.
M8 was used with the processor with identical IPhone, but ply is thinner, batteries is bigger, the acoustic quality that broadcasts music is more not bad than IPhone, the price is cheaper also.
After M8 appears on the market, each brand shop of evil spirit a group of things with common features is discharged removed long dragon, a vermicelli made from bean starch turned from the other place even 4 provinces, poured 1 time of the train, cars 3 times, it is only buy mobile phone of evil spirit a group of things with common features. Two short month, m8 sales volume already achieved 100 thousand, after 5 months, sale already broke through 500 million yuan.
2011, evil spirit a group of things with common features rolls out M9 mobile phone again, cause scare buying mad tide likewise. After M9, evil spirit a group of things with common features rolled out MX series mobile phone in succession again, by accepted it is the most beautiful homebred mobile phone. On force of craft, design, function, brand, evil spirit a group of things with common features is the homebred mobile phone that is close to IPhone most at that time.
After mobile phone of evil spirit a group of things with common features rises abruptly, huang Zhang quited the day-to-day management of evil spirit a group of things with common features, made boss of behind the curtain, do not cross him everyday still bubble is in forum of evil spirit a group of things with common features interact with the user,
The success of evil spirit a group of things with common features rises abruptly the eye with sex of the look up before Huang Zhang, the acme of ideal to making product is gone after, of the person that offset is expended exceeding take seriously having close relationship. Evil spirit a group of things with common features does not advertise, the means that takes transmission of user experience, public praise seriously, in also letting evil spirit a group of things with common features become homebred mobile phone most Zhuo Er not group a, but the occurrence till millet.
02
Evil spirit a group of things with common features loses ego
About Lei Jun of author of millet mobile phone and yellow chapter " enemy of affection love hate " , have a lot of fokelore. Lei Jun is really inchoate it is to want to work a mobile phone together with Huang Zhang, yellow Zhang Ye brings Lei Jun for the bosom friend, two people for a time your Nong Wonong, in the freezer of yellow order office, putting Lei Jun technically still to love drunk coke. But the lover parts on bad terms finally however.
As to among them cause, huang Zhang ever said Lei Jun the identity with angel investor, the trade that steals evil spirit a group of things with common features is secret. But basis in those days Lei Jun ever introduced Lin Bin of assistant dean of academy of project of Gu Ge China Huang Zhang, hope Huang Zhang can take out the share of 5% to attract Lin Bin to join in, but be rejected however in light of this thing, the train of thought that two people work and style are not completely all the way. Lei Jun is dry important matter of the person of outstanding ability below wide Luo Tian, and persistent to craftsman spirit Huang Zhang, more the judgement that those who care about is an individual and be fond of. So two people do not go, it is inevitable almost.
After this matter, lei Jun became Huang Zhang's rankling hatred. To millet, huang Zhang time and again shout abuse, at this late hour, appear to still cannot be at ease, after the good girl that gives the person's feeling kind-hearted like, chasteness encountered a broken bits is loved maly, from now on heart sex changes greatly.
Huang Zhang's hate has stated reason, after millet appeared on the market 2011, fixed position of its target crowd and evil spirit a group of things with common features special close, sale means also sees the sign of evil spirit a group of things with common features time and again. Yellow Zhang Ye for a time snarl Lei Jun, "Not be I teach him to make a mobile telephone, he knows a fart mobile phone. He knows a fart mobile phone..
But lose in the competition with millet, in the final analysis blames evil spirit him a group of things with common features even. Although millet mobile phone comes out later, loot evil spirit a group of things with common features many users, but in intense market competition, evil spirit a group of things with common features can adopt different strategy originally.
"The father of competitive strategy " baud of Michael Er · is competitive strategy cent 3 kinds:
It is to become this banner strategy, gain competitive advantage with low;
2 it is poor dissimilation strategy, support industry is mixed in products plan, craft, brand, feature, design a certain respect such as client service, form distinct advantage, win competition then;
3 it is focusing strategy, inside the domain of a fractionize, build opposite competition dominant position.
Millet marchs after mobile phone market, of the choice is cost banner strategy, sexual price is compared is the label with the most remarkable millet all the time. But in millet 4 before, although the product of millet is configured extremely tall, price material benefit, but its go up from charge for the making of sth. and design for, with evil spirit a group of things with common features difference is very actually far. Arrive all the time 2014, millet 4 when, lei Jun just begins to tell the artistic force of an armor plate.
In this paragraph of time, evil spirit a group of things with common features has time, capable choice completely difference is changed or the road of focusing strategy.
When for instance Vivo enters smartphone field, undertook anatomize to target crowd, discover what use before mobile phone demand 5 in the user to phonic effect is a platoon. Then, when almost all mobile phone manufacturers are arrived to spell hardware by millet belt, spell configuration, those who spell the price " eddy " when, vivo chooses from smartphone of research and development of HiFi proceed with, ultimate success is in the market stand firm calcaneal. Again for instance China for in the world rise abruptly, also cannot leave its to take a picture the poor dissimilation advantage that go up. Additional, add a mobile phone, pass phonic mobile phone to pass focusing overseas market, also obtained not common military successes.
But the huge success that faces millet and the Internet thinking tide that lift, the evil spirit with millet master pose as a group of things with common features, abandoned oneself however most strategy of adept high-quality goods mobile phone, chose the route of a development that carries forcedly with millet front.
The face is carried forcedly, besides than spelling product, sale, group, management, supply chain besides, more important is bilateral capital actual strength. Huang Zhang is all along right capital sniff, think wind is cast those who do is agreeable thing, but to turn round war situation, 2014, evil spirit a group of things with common features finished financing of 2 billion yuan of RMBs.
Also be change of evil spirit a group of things with common features this year a the biggest year, evil spirit a group of things with common features begins pattern of millet of follow the lead of, it is to release MX4 first, 1999 what challenge millet with the price of 1799; Before long late cloth MX4 PRO, market of the high end in marching; The end of the year releases evil spirit blue brand, the sword points to red rice. For a short while, evil spirit a group of things with common features is in high school is small upright market, hit out on four sides, sales volume violent wind rises. But the failure that the promotion of sales volume cannot conceal a product however. Because MX4 PRO goes up forcibly 2K screen brings about card to pause, temporarily the quarrelling sound countless, image of brand of evil spirit a group of things with common features is damaged.
In Feburary 2015, evil spirit a group of things with common features acquires investment of 650 million dollar again, among them in A contributive 590 million dollar. Had enough ammunition, evil spirit a group of things with common features began his to send (act) cloth (sing) can make the way of situation. In those days evil spirit a group of things with common features opened 6 news briefings in national conference center, rolled out Note 2, MX5, evil spirit continuously blue 2, the type such as blue Metal of PRO 5, evil spirit, the news briefing invited include brother of chess of Wang Feng, Deng Zi, Li Jian, chopstick to wait for popular star to display sing, evil spirit a group of things with common features also is thrown for this do not poor.
Madder is 2016, evil spirit a group of things with common features held 11 news briefings one after another, released product of 14 mobile phones, show of 12 groups of actor invites in all during, leave 26 song. Frequent " concert " , gained the attention of the user, a large number of low end the sale of type, helped evil spirit a group of things with common features promote sales volume. 2016, sales volume of evil spirit a group of things with common features achieved 22 million, evil spirit a group of things with common features also is called to be accordingly " concert drive " mobile phone company.
Right now, see evil spirit a group of things with common features appear from outside lively, but immanent crisis has been shown however. This one period, the type of evil spirit a group of things with common features is coessential change serious, it is same exterior design even, chip is same also, the sense that gives a person is cursory, be eager to hope for success.
Additional, flagship product line is very troubled also, fixed position repeatability is too much, 1000 yuan of machine grow euqally with admiral mobile phone, differentiate degree not tall also. At this moment the brand image of evil spirit a group of things with common features, already die out like that everybody. Although released 14 products, but announce according to surpassing Nuo orgnaization 2016 findings report, evil spirit a group of things with common features is seleted without products of any a mobile phone however in those days TOP10 type.
The report says, evil spirit a group of things with common features 2016 after art of machine naval battle, loss is severe, a large number of brand shop below the line are shut. Online on bonus is dangered by development, growth is lack of power, a lot of companies turn in succession below the setting below battlefront, evil spirit a group of things with common features lost hundreds of hypostatic store however, solid belong to regrettablly.
Contemporaneity, millet is in however experienced 2015-2016 year after trough, through releasing millet hyperboloid the MIX of comprehensive screen mobile phone of screen NOTE 2 and innovation sex, won the shriek of the user afresh. Millet walked up " one side science and technology, one side is artistic " the road of high-quality goods product, and the evil spirit that follows millet to run a group of things with common features, however air was in place.
03
Evil spirit a group of things with common features is returned to
Drained the vitality with evil spirit too much a group of things with common features 2016, the evil spirit that move restlessly a group of things with common features, sober come down. 2017, evil spirit a group of things with common features begins to cancel art of machine naval battle, mobile phone of absorption burnish admiral. In those days, PRO 7 of evil spirit a group of things with common features.
The deputy screen of PRO 7 is designed, let this mobile phone have very strong differentiate degree; The OLED screen of 1080P shows the effect is outstanding; Postposition is used double 12 million resemble element photograph like the head, support the CMOS of Suo Ni IMX386, take a picture the experience is good; The Flyme 6.X system of the Android 7.0 ground floor that installs beforehand, fluent sex and stability side are very good also. Additional, its charge for the making of sth. and design are very excellent also, after PRO 7 comes out, won a lot of award, be like " LEADER innovation award " " Oscar " IF design award is waited a moment.
But it is the mobile phone with a such designs and very excellent performance, react however in the market flatly. Among them main reason has at 2 o'clock: It is evil spirit a group of things with common features the past and tell fall foul of each other high, since a long time, evil spirit a group of things with common features can rely on couplet to send the processor of the division to make the world only, and right now the admiral mobile phone of the mainstream uses it is processor of tall Tong Xiaolong mostly, this brings about PRO 7 of evil spirit a group of things with common features to be not valued in performance side; Additionally is, when PRO 7 comes out, mobile phone circle has begun to develop toward comprehensive screen, samSung, LG releases the comprehensive screen admiral of oneself on MWC in succession, millet MIX is already formal also shipment, lian Ping also will release IPhone X if really, and PRO 7 still is continueing to use 16: The screen of 9, this also caused RRO 7 final sales volume be inferior to meaning.
2017 is evil spirit a group of things with common features a confused year, accumulate in the technology on cannot with apple, SamSung, China to wait for top brand one relatively relative superiority or inferiority, go up than the course in sexual price, go again be illogical. Give mountain 2 times till Huang Zhang, afresh will the brand fixed position of evil spirit a group of things with common features is " alone essence only " hind, evil spirit a group of things with common features just returns the product line that makes high quality, acme change to go up afresh. And this is evil spirit a group of things with common features once brilliant important gene.
In August 2018, after evil spirit a group of things with common features released Huang Zhang to return to with one's own hands the new generation admiral of burnish, evil spirit a group of things with common features 16 series. The blame bang that does not follow is comprehensive screen, 845 processor, linear oscillatory motor, screen issues dragon of IMX380 sensor, brave dactylogram, copper pipe comes loose hot... evil spirit a group of things with common features once 16 series are rolled out, the instant became market attention to spend highest mobile phone. Opening carry out that day, include network of official of evil spirit a group of things with common features inside platform of all cable business sells light inside one second goods in stock. Because purchaser is numerous, the channel below a few lines also begins the sale that increase price.
And from numerous evaluation the orgnaization looks, evil spirit a group of things with common features 16 series are charge for the making of sth. , design no matter, still be detail, took out great good faith, maintained very high level. The viewpoint thinks, that once loved by vermicelli made from bean starch, Zhuo Er not group evil spirit a group of things with common features, came back again.
IDC data shows, sales volume of mobile phone of evil spirit a group of things with common features dropped greatly 2018 79% , pop chart of sales volume of row China mobile phone the 7th. Of bluff type slide be opposite is not an evildoing probably for evil spirit a group of things with common features, do not seek dimensions and body amount painstakingly, concentrate resource and energy in the product development that he are good at, offer the product of acme for consumer, is not have price war continuously with the competitor, should right evil spirit a group of things with common features and consumer, have greater value and sense.
04
Epilogue
Evil spirit a group of things with common features once depended on the product of acme, on very small base, rise abruptly quickly, but after this was immersed in however be opposite with millet the lair that attack. Look from sales volume and dimensions, evil spirit a group of things with common features is in it seems that nowadays decline, but the mind that its make acme product is being returned to however, the evil spirit of sell like hot cakes a group of things with common features 16 series are this kind of spirit grows a when go out new bud.
Cling to the general says, "The level that measures a success is absent stand the height of peak, and spring is returned in what drop into trough. " in market of brutal nowadays Chinese mobile phone, "Overmatch heals strong " Matthew effect is highlighted, the evil spirit that has dropped out a group of things with common features want stage a comeback, in it is capital, technology, management, group, sale, difficult to supply catenary to go up to still still have a lot of need to overcome.
Although difficulty is much, but the evil spirit that returns to course of high-quality goods mobile phone to go up afresh a group of things with common features, be not without a bit opportunity. Can offer good product for the market, have successful base.
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