Chapter 1537

In fact, Nokia and Motorola contributed to the rapid decline of Daqian mobile phones.

Cook, President of Daqian mobile phone, asked his subordinates to conduct three systematic market research to find out the reasons for the decline of Daqian mobile phone sales.

These three market surveys are actually one conclusion.

The fundamental reason for this conclusion is the lack of brand information of Daqian mobile phone.

In the past, there are two main reasons why Daqian mobile phones can kill Nokia and Motorola. The first is that Daqian mobile phones have very powerful creativity and new functions. The first three generations of mobile phones can create subversive functions, allowing users to choose Daqian mobile phones.

There is also the price advantage of Daqian mobile phones, which is at least a few hundred dollars cheaper than Nokia and Motorola mobile phones with the same function and effect. Of course, it can seize the market.

But in 1998 and 99, these two tricks were abandoned.

The first is the price, because the price of Nokia and Motorola's lowest equipped mobile phone dropped to $399, which is the same as that of Daqian 2 mobile phone. In this way, Daqian mobile phone lost its price advantage in an instant.

Then there are new functions. Daqian 4 is rated as the worst innovative mobile phone among Daqian's current four generations of mobile phones, because Daqian 4's innovation is almost superficial and there is no substantive functional innovation. At most, it is an improved version of Daqian 3.

This led to an avalanche in the sales of Daqian 4.

In the three months after the launch, the total sales volume of Daqian 3 exceeded 3 million units.

However, it took eight months for daqian4 to break through 2 million units. This is still the achievement made in the blowout of the mobile phone market. It can be seen how unpopular daqian4 is.

However, the price of Daqian 4 is still $999, which is absolutely unacceptable to many users.

But then again, in fact, compared with the flagship phones of Nokia and Motorola released at the same time, the performance of daqian4 still absolutely surpasses its competitors, and the price is about $600 cheaper. It is reasonable to say that it should not sell the phones of Nokia and Motorola.

This reflects the biggest short board of Daqian mobile phone, which is the brand value of Daqian mobile phone, which is difficult to be recognized by users.

Now customers all over the world are only willing to accept the price of more than $1500 if they see the brand of Nokia or Motorola.

But if you want to buy a thousand mobile phones, I'm sorry. Without the attraction of absolutely novel functions, the price of $999 is still too expensive.

So to put it bluntly, Daqian's brand value is in the hearts of customers. It can't sell for $500. This is the most fatal problem and the most unsolvable problem of Daqian's mobile phone, just as Xiaomi's mobile phone wants to challenge the status of Apple's mobile phone.

With the same configuration, it is natural for apple to sell tens of thousands.

However, if Xiaomi dares to exceed 4000, it will forget its original intention. It is a toad that wants swan meat... Especially in China, such thinking is much more intense than that in the United States.

But this year, there are no hardware indicators such as how many generations of Xiaolong chips, how much memory, how much refresh rate of the screen, how many pixels of the camera, so that the audience can call Zhenxiang when they see the hardware configuration and price.

There is no sense of cost performance in mobile phones these days. Will anyone compare the relationship between mobile phone hardware and price.

It's not that customers are not interested in comparison, but after all, the network information is not developed these days, and the information is seriously asymmetric. Users simply can't know the configuration of each mobile phone and the price of mobile phones with the same configuration. Naturally, it's difficult to use things like cost performance or "born for fever".

In a word, the failure of Daqian in 1998 and 1999 is the problem of brand. It is that the brand construction has not reached the level of Nokia and Motorola, or there is still a long gap.

As for Samsung and Ericsson, which caught up with them in 1999, they actually relied on the two magic weapons that Daqian relied on to win.

The first is Samsung. They rushed to the fourth place in mobile phone sales, relying on the name of Samsung Electronics and the sweet price!

The price of Samsung mobile phone is basically the same as that of Daqian under the same function and configuration, so it is also very competitive.

The second is the color screen mobile phone launched by Samsung: Samsung Galaxy 1

This flagship mobile phone launched by Samsung in 1999 has become the first mobile phone that supports color screen and can be mass produced in history. The color mobile phone screen shocked the whole mobile phone market.

Even the color screen still only sells at the price of 999. Moreover, Samsung Galaxy 1 has also launched a mini version. Although the configuration is low, as long as you are willing to spend $799, you can also buy a color screen mobile phone, which makes the market more attracted.

This year, I don't know how many middle class and poor people who pursue cool functions spent money to buy geloshi 1 or 1mini. With these two mobile phones alone, the sales of Samsung mobile phones exceeded 15 million in 1999.

Among them, Samsung Galaxy 1mini is approaching the annual sales volume of daqian1.

As for Ericsson mobile phones, they rely on their outstanding music functions!

The sh888 mobile phone launched by Ericsson in 1999 plays with the concept of music mobile phone.