On the 2nd of February, Tencent Technology Guo Xiaofeng reported that in addition to Apple, Samsung, Huawei and other well-known mobile phone brands, there are many low-key and pragmatic mobile phone companies in the Chinese market. It can be said that they are the real popularizers of smart phones, and Bai Lifeng is one of them. Its mobile phone brand lephone has made 4G smart phones to 299 yuan.
Huang Mingquan, chairman of Bailifeng Technology, revealed in a recent exchange with Tencent Technology that the global shipment of lephone handsets reached 13 million units in 2015, and the domestic production ratio was 50%. The overseas market is mainly concentrated in Southeast Asia.
According to the latest data released by Sino, the top ten list of domestic shipments of Chinese smartphone companies in 2015 has been released. The previous Chinese mobile phone manufacturers ranked "China Cool Alliance" (ZTE, Huawei, Coolpad, Lenovo) have also changed. For "Hua Miouwei" (Huawei, Xiaomi, OPPO, vivo), the Chinese mobile phone manufacturers ranked behind the first echelon have also undergone tremendous changes, and the domestic ranking of lephone has increased to TOP13.
There is a market, so I still insist on mentioning lephone. There are not many people who know it, but the time for doing the machine is not short. So far, it has been more than 10 years, and Huang Mingquan has never been afraid to make himself a cottage. In his view, the smart phone industry has long had no threshold, insisting on doing it because the market space is still huge.
According to the latest data from the Ministry of Industry and Information Technology, as of the end of December 2015, the total number of mobile phone users nationwide was 1.306 billion, the total number of 4G users was 386.225 billion, and the penetration rate of 4G users among mobile phone users was 29.6%. But it can be seen that there are still more than 900 million users or 2G, 3G users, which has become a driving force for mobile phone brands like lephone.
But unlike the previous routines of cottage machines, Bailifeng began to realize the importance of its own brands in 2009, and increased innovation and investment year by year.
In order to avoid the highly concentrated Shenzhen and expand production scale, in 2013, Bailifeng moved to Chongqing to build factories, and successively launched various new technologies, new processes and new performance products. Among them, the new 6 SMT high-speed placement machine production line and 20 complete machine assembly lines, the development time cycle of new products, from the average of 4 months in the past to 2.5 months, and online products reached 13.
According to Huang Mingquan, Bailifeng's monthly sales have risen to over one million units, and the monthly production capacity has exceeded 2 million units. According to Bailifeng official data, as of August 2015, Bailifeng's sales in the global mobile phone market has exceeded 50 million units.
At present, Chongqing South Bank has concentrated more than 40 mobile phone manufacturers such as Bai Lifeng, vivo, Tianyu, Xialang, Guoxintong, and many related supporting enterprises such as Meiguang Optoelectronics, which has formed a relatively complete industrial chain. The target of Chongqing Nan'an District in 2017 will be 200 million mobile phones, of which 120 million will be exported to Chongqing, and the export volume will reach 12 billion.
Before the Amoi mobile phone reorganization, Xia Lang mobile phone president Zhang Guotian told Tencent Technology that "the suspension of Amoi mobile phone will not affect Sharan. At present, Shenzhen Sharan is doing mobile phone business, and is doing CTA certification every year in the Telecommunications Administration of the Ministry of Industry and Information Technology. Uninterrupted, Xialang mobile phone shipments in 2015 is also a million units. At the same time, we are also moving to smart hardware. Chongqing Sharan now OEM Samsung headphones and Huawei headset speakers, sales are also very good. And Chongqing Shalang this year It is expected to enter the innovation layer of the New Third Board."
"Shenzhen is suitable for entrepreneurship, but the pressure is also great. Chongqing has loose environmental conditions and great opportunities," he said.
It is understood that whether a mobile phone brand is delisted or disappeared. In a strict sense, it depends on whether the brand has CTA network access certification every year in the Ministry of Industry and Information Technology. In the domestic market, the cost of each mobile phone certification exceeds 300,000 yuan.
Before the channel is the key to survival, Tencent Technology has exclusively reported that the Amoi mobile phone production is facing a crisis of being sold. In addition to the product lag caused by the business ideas of state-owned enterprises, the weakness of the channel is also an important factor leading to the result. Huang Mingquan attaches great importance to the channel.
At present, the lephone product plan is: family, national, boutique and full Netcom series, the listed family products T2, W2, T5, W7, T6+ and national series F1, T6 and other models have a good market. which performed. The reason is the ultra-low price, in which the lephone F1 is priced at 399 yuan, and the T6+ will be priced at 299 yuan.
In addition to the very cost-effective price, the channel is the key to lephone survival. For lephone, the carrier system and the traditional channel system are important support. At present, Bailifeng has established after-sales outlets covering 31 provinces, 300 cities and 1000 county-level units, and China Mobile (microblogging), China Unicom (microblogging), China Telecom (microblogging) three major The operator has established in-depth cooperation.
In June last year, China Unicom held "Terminal Crowdfunding 1.0" and crowdfunded 4 million orders for 4 months. In the final product sales data display of this crowdfunding, Xiaomi's red rice NOTE2 standard version finally won the championship. Among them, Black Horse Bailifeng took 830,000 large orders with 4G smart phone lephoneW2. At the recent Unicom 2.0 crowdfunding conference, Bai Lifeng performed well. On the e-commerce platform, it also established lephone flagship stores and self-operated stores on mainstream platforms such as Tmall and Jingdong.
Overseas, the "lephone" mobile phone brand was successfully registered in 120 countries around the world in 2009, established 33 branches, developed more than 100 brand partners, and established more than 500 service support outlets.
In fact, the thousand yuan machine has always been the survival magic weapon of many domestic mobile phone manufacturers. In the case of the same high hardware configuration, the lower the price, the higher the cost performance. This logic has also caused the killing between manufacturers to never stop, especially the millet phone that is popular from 599 yuan to 999 yuan. Now, lephone pulls the price to 299 yuan, the industry is amazed, "Is there still profit?"
In response, Huang Mingquan’s answer is “can make money”. He pointed out that there are about 200 million poor people in China, and our products are positioned below the 4th and 5th tier cities, with a monthly income of 3,000 or less. They need a cost-effective mobile phone.
Combined with the data from the Ministry of Industry and Information Technology, this is not impossible. "The 4th and 5th line local operators have a heavy KPI assessment every year. Coupled with the regional consumer economic ability, the big mobile phone brand does not contribute much to the operator's conversion of 4G users, and the brands such as lephone are fully compliant with the cost-effective price. "A carrier said.
According to a third-party evaluation company, the "lephone" brand value currently exceeds 2 billion yuan. For the future, Bai Lifeng also set a new year's goal: the sales target for sales of smart terminals in 2016 is 22 million units, and the target for the next three years: TOP10 globally.
There are still many mobile phone brands such as lephone in the Chinese market. They are constantly running around, facing the competition of big brands and shuffling the market that may come at any time. They dare not neglect. After the exchange with Huang Mingquan, he hurriedly visited the channel partners.