Chinese smartphones are currently in a very awkward position: not competitive enough to be in the high-end market but reluctant to stay in the low-end market for long. Under such circumstances, in order to compete with international brands that "deign" to enter the Chinese market, it's not enough for Chinese cell phones to just possess market shares. They also need to increase user stickiness.
Days ago, SNDA officially launched its duel-core smartphone Bambook Phone, making its foray into the cell phone market. The phone comes installed with numerous apps of SNDA, sold at RMB 1,299 Yuan. In the meantime, Alibaba has also released a new model of Ali Phone, which was co-produced by Alibaba and home appliance tycoon Haier and priced at RMB 999 Yuan, RMB 300 Yuan lower than a Bambook Phone.
Prior to that, numerous conventional internet companies had been positioning themselves in the cell phone market with "super cost-effective" products. Baidu and Xiaomi are early comers in this field, whereas Qihoo 360 has also released its "exclusive" phone. Besides, there have been plenty of rumors that Renren and Netease are entering the cell phone market. Whoever the participants may be, price war would again be the primary means of competition in the industry, except for the difference of built-in apps.
Meanwhile, a new study report excites many people in the Chinese cell phone market. According to this report, out of the latest top five enterprises in China's cell phone markets, four are Chinese brands, with the exception of Samsung. These Chinese brands are: ZTE, Huawei, Lenovo, and Coolpad.
The aggregated market shares of these four companies exceed 40 percent, and the total market shares of all Chinese brands exceed 50 percent. Chinese brands haven't been so proud for a quite a long time. Since a short glory in 2003, Chinese cell phones have been dragging, whipsawed by foreign brands and copycats and sustaining a miserable existence. Now, it seems that the glory of Chinese cell phones is coming back.
As a matter of fact, these four top-ranking Chinese brands, namely ZTE, Huawei, Coolpad, and Lenovo, have something in common: their smartphones are mainly priced around RMB 1,000 Yuan and their sales are tightly bound with the three major telecommunication operators.
Although this enable Chinese cell phones to gain a chance for survival in the medium- and low-end market, the prospects are not very good. The criteria to measure whether Chinese cell phones have stepped out of the mire are not merely sales, but also sales value and profit.
Although Chinese cell phones take up 50 percent of China's smartphone market, they concentrate in the low-end market. Samsung and Apple have taken away 99 percent of the profit of the cell phone market, leaving only 1 percent for Chinese brands and other international brands to compete for.
Chinese cell phones are still unable to compete head on with foreign brands in terms of technology R&D and brand reputation. With its high profit publicly known, Apple's iPhone4S, priced averagely above RMB 4,500 Yuan, still sells at huge volume. This is the power of brand.
In spite that Chinese cell phones account for 50 percent of the market, the profit of operators' customized phones is meager. In traditional channels, the market is impacted by the operator market and messed up by internet companies' low-price phones.
This year, the price of Chinese smartphones has slipped significantly, and the competition is ever intensifying. This puts Chinese smartphones in a very awkward position: not competitive enough to be in the high-end market but reluctant to stay in the low-end market for long. Under such circumstances, in order to compete with international brands that "deign" to enter the Chinese market, it's not enough for Chinese cell phones to just possess market shares. They also need to increase user stickiness.
Currently, with hardware value in the manufacturing of smartphone becoming more and more transparent, back-end software and service are gradually becoming the focus of competition in the smartphone market. The integrated model of "terminal + software + contents + service" is being adopted by more and more manufacturers.
Facing the trend of integration, the introduction of new apps and service innovation are becoming more and more important and will be the new profit growth point for smartphones in the future. The purpose of internet companies' taking the initiative to work extensively with conventional cell phone makers is to give full play to their advantages in such aspects as ecommerce, search, and internet safety, using their unique apps to hold the users and hoping to gain more market shares in the mobile internet.
As of the end of 2011, the number of global internet users approached 2.3 billion, a growth of 8 percent compared with the same period of the previous year. The number of mobile 3G users worldwide was 1.1 billion, an increase of 37 percent year on year. Besides, statistics show that in 2011, shipment of smartphones globally amounted to 490 million units, whereas PC shipments in the same year was 350 million units; it is estimated that in 2012 the global shipment of smartphones would reach 620 million units.
From "desktop" to "mobile" is the irresistible trend of the internet. Besides, China is still a vast land that is worth of extensive plowing. Amidst the tide of upgrading from function phone to smartphone, there is hidden an enormous consumption potential in the vast three- and four-tier markets and in the rural areas.
Smartphone is an important development opportunity in China's cell phone market. According to the estimate of market research organizations, in 2012, sales of smartphones in the Chinese market would be around 164 million units and the total sales of cell phones would be around 300 million units, the former accounting for 55 percent of the latter.
In the face of the huge market, Chinese cell phone enterprises need smartphone as the terminal, which would make mobile cloud service that is based on cloud computing more user-oriented, and more importance will be attached to user experience, thus extending and enriching the value chain of the entire industry and generating more mobile-based business opportunities.
So, only manufacturers with comprehensive service capability and huge user base could have the upper hand in the completion and change the competition pattern of the whole smartphone market.