After The Cancellation Of MWC, How Can Mobile Phone Manufacturers "Fight" Overseas Campaigns?

On the 24-27 day of February, this week was held by the world mobile communication conference (MWC). Many manufacturers originally had enough energy to make their appearance at the conference, but now they have to switch to online form.

According to the chronological order, realme, HUAWEI, iQOO, Qualcomm, violet and so on have completed the global online show since the beginning of this week. Vivo's frontier concept machine APEX 2020 and OPPO high-end flagship Find X2 are also on the way.

The reason why manufacturers want to seize MWC is from a consensus: it is now the key stage for China's mobile phone manufacturers to enter the global layout of 5G, and Europe is also a high potential market. Whether young, like realme and iQOO, or senior HOVM. According to the original plan, vivo and realme will first formally use the MWC platform for the whole world.

But challenges and opportunities always coexist. Recently, after hosting the online conference, Xu Qi, vice president and vice president of global marketing and realme, told an exclusive interview with the economic news reporters in twenty-first Century that the company divided the global market into three categories for deep ploughing. The mode of partial Internet operation enabled realme to recover quickly. The resulting online publishing method, combined with the company's 5G+AIoT strategy launched this year, "may have a chance to hit a new spark."

Opening of epidemic situation

Shortly after the Lantern Festival, the chairman and CEO Lei Jun of the Xiaomi group announced "difficult" on the social platform, and released the flagship New Millet 10 to "pure live webcast". In order to uncover the trend of the first quarter domestic brand flagship new machine.

It is not unusual for mobile phone products to be released online, but most of them are based on price related products. This is indeed a test for the flagship machine that contributes the main sales to the brand.

Xu Qi told reporters that a previous online release dates back to September 2019, when the product of realme Q was released in the form of a talk show. "I was under a lot of pressure at that time, because this is a very new form, but it is also in line with realme's positioning of" technology tide card ".

Special circumstances must be specially handled in special times. This time, realme chose to launch the new X50 Pro 5G version on the Spanish departure line of Europe; the vivo brand invited the host Wang Zijian to join the iQOO 3 online show from the headquarters. After the conference, three guests also wore masks.

In contrast, HUAWEI, OPPO and vivo of the head heavy factories have heavy online offline channels. According to the volume of shipments, almost 70% of the offline sales are accounted for. Therefore, many analysts have analyzed the twenty-first Century economic and economic reports, especially for HUAWEI, which has a dominant share in the domestic market.

And the impact of millet, realme and Jia will be even lighter. The epidemic may catalyse some new consumption habits.

Collective battle line

"The epidemic seems to be a new time point for popularizing consumer electronics. For example, the proportion of online shopping and online shopping will increase rapidly. Xu told reporters that the business mode of realme is mainly based on the Internet operation mode of "light assets, short channel and partial electricity supplier", so it can recover relatively quickly after being affected by the epidemic, and the impact is relatively small.

At the February 25th press conference, Feng Yufei, President of iQOO brand, announced that the official flagship store of iQOO was officially landing on Jingdong, Tmall and Suning online platform. Shows the determination of the overweight line. He told the media, "under the influence of the epidemic, the whole environment on the Internet will be relatively good, and the recovery will be faster."

According to Xu told the economic news reporters twenty-first Century, in the face of the new crown epidemic situation, from the internal sales data, there was no big abnormal or negative fluctuations. "With the recent release and preheating of some new products in India and Southeast Asian markets, our overall sales volume has even increased significantly, so at present, it looks good."

But realme's special feature is that the domestic brand was founded in May 2018 by a former OPPO executive. It started in India and returned to the Chinese market in May 2019. Therefore, China has not yet become a realme special contributor to sales.

But it's not all optimistic news. Part of the difficulty comes from the supply chain.

OPPO vice president Shen Yi man has previously admitted in the social platform, "in fact, the epidemic will definitely have a small impact on the capacity of the flagship aircraft, and the supply will be more intense in the early stage, because the capacity of a certain supply chain (even the box) will be affected, and the capacity of the whole machine will be affected. The safety and health of employees must be the first priority. We must return to work if we meet the requirements of safety and approval.

Xu pointed out that after the epidemic had a short impact on the progress of logistics and resumption, shipments had declined in the early stage, but in recent years, they have been gradually resumed according to national policies. "All projects this year are in order, and we will make every effort to ensure that the whole listing is going smoothly."

The rapid competition of channels will soon bring new pressure.

Xu Qi and the team found that the current young users are more inclined to "offline experience, online ordering" consumption, realme need to think about how to expand more channels to enable the public to understand; at the same time, the competition between friends and businesses is very intense, and decades of market development, so that the channel and share of the Chinese market are relatively fixed, that is, about 70% of the total channel shipment. "How can we seize more market share under the premise of maintaining the existing share at this time? It is a test for our team."

Overseas war started in full swing.

Vivo, one of China's top four giants, wanted to make use of MWC to make up the global layout and take a big hit in Europe. You know, the other three big factories have been working in Europe for many years.

Similarly, this is the first global conference of realme. Europe, as one of the main Battlegrounds of the 5G war, is a battleground for every mobile brand with growth momentum.

Canalys analyst Jia Mo told the twenty-first Century economic news reporter that in addition to HUAWEI's external influence limiting its rapid expansion in the European market, the other three top brands placed Europe at a higher strategic level.

In 2020, Europe will be the most competitive market in the world, Jia Mo points out. This is due to the fact that Europe is an important bargaining chip for domestic brands to establish their global position; meanwhile, the central and Eastern European market represented by Russia is in the mature but not saturated stage of the intelligent machine market. "In 2019, shipments of the global smart machine market fell by 2%, but Russia, India and other countries contributed most of the increment."

Xu told reporters that realme will roughly divide the global market into three categories, and will strengthen its efforts to mature markets, emerging markets and other markets with the "5G+AIoT" strategy.

Among them, the mature market is the rapid development of 5G countries and regions, including China and Europe. In such a market, realme plans to use one year to complete the product + ecological layout of AIoT, and will also seize the 5G entry. He stressed that it will "achieve a comprehensive 5G in China and no longer produce 4G mobile phone products".

The development of 5G in emerging markets is at a relatively early stage, including India, Indonesia and Southeast Asia. "We will bring the global 5G products and the 5G frontiers experience to these markets, establish the leader position of realme 5G, and strive to be the head brand of local AIoT."

Other markets are mainly targeted at the Middle East and other markets. Realme will establish local users' awareness of 5G and AIoT products while vigorously developing 4G products.

"We will focus our energies on two regions this year, namely China and Pan European regions," Xu said. China is the Red Sea market, the fairy fight, realme wants to continue to achieve breakthroughs in the country, Europe is a high potential energy market, and 5G has certain development trend at present, the market opportunities are very large, and it is also in line with the overall positioning of realme.

Now realme takes Spain as the European departure station, and this year plans to blossom in full and promote together in different countries in Eastern Europe and Western Europe. "In June last year, we officially entered the Russian market, and spent a lot of time and energy thinking about how to establish brand and open channels. At present, realme is on the track of the Russian market. " Xu Qi said.

Seize 5G ecological entrance

Another difference in the 5G era is the terminal form. With the advent of pan and high-speed network characteristics, more and more connected entries have become the next battleground for manufacturers whose main business is mobile phones. Chen Mingyong, founder and CEO of OPPO, has previously stressed that OPPO will no longer be a mobile phone company.

Xu said that realme expects to become a global 5G player. In the market that 5G has not yet popularized, it will deeply participate in the construction of 5G network, explore the 5G scene with partners in the local industry, and expand the three major scenarios in the AIoT field around individuals, families and travel.

In the mode of operation, AIoT will also adopt the mode of "light assets, short channel and partial electricity supplier", just like mobile phones.

But the problem is that the circle of the ecological chain of millet has been expanding. HUAWEI has also released different terminals. How should the post brand go?

"Now Chinese consumers should be no stranger to the ecosystem. This is a great challenge for us. We will think about three aspects: first, who will build our ecosystem? We define technology as a brand for young people, and the second is how to enhance the sense of experience between products, and the richness of products. Xu Jian added that the realme Link is being built as a traffic hub, hoping to connect multi category AIoT products, which is an important part of realme brand building and experience enhancement.

In fact, the Internet of things between different mobile phone brands is also trying to push forward. Xu said, "we are now building realme exclusive AIoT products. In the future, we will open some ports and introduce some other brands that are more commonly used in our lives to join the ecosystem of all things connected."

According to Xu Qi analysis, from the global market, India and Southeast Asian markets already have a good foundation for AIoT popularization, and realme is expected to become Top of the local AIoT industry. 1 brand; in the East African market, the penetration rate of AIoT products is very serious. Realme needs to be the popularizing of local AIoT. In China and Europe, due to the rapid progress of 5G infrastructure, young users need more personalized choices, and realme will gradually establish a complete AIoT ecosystem.

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