"The former ZTE mobile phone 'missed the model and misunderstood the times'," Zeng Xuezhong, executive vice president and terminal experience officer of ZTE, admitted to the Economic Observer on the evening of May 26, but disappeared with one by one. Compared with the mobile phone brand manufacturers, "Now we are still alive, and living will have the opportunity to grow." This May is destined to be deeply imprinted on the hearts of mobile phone manufacturers. More than one of Waterloo's encounters, representatively, Apple's sales and performance declines affected the market value in the stock price of 8 consecutive losses, which shrank by $79 billion, equivalent to shrinking a Cambodia; at the end of last year, it was still the first in China with Huawei. Xiaomi quickly fell out of the top five global sales in the first quarter of this year; ZTE and Lenovo, which are not subject to channel transformation, are temporarily behind, meaning that the “China Cool Alliance†alliance is temporarily disintegrated... The other side is the joy of the temporary winner. Based on years of technology accumulation, Huawei has finally reached the third place in the world in terms of sales in the first quarter, and the number one in the country. OPPO and vivo have surpassed Xiaomi’s success and become a “domestic upstartâ€... The turning point has already arrived. In 2010, Apple opened the “Pandora Box†of smartphones. Taking the largest market in China as an example, the sales volume of double-digit sales for several consecutive years may end this year. Market research firm Gartner expects global smartphone sales to show first-digit growth in 2016. The arrival of smartphones in the “post-popular eraâ€, every manufacturer is eager to find new growth points, the competition is unprecedentedly fierce, and at the same time, the industry has many new features. The model innovation gives way to technological innovation, and the online line can not meet the offline channels. The low-end market gives way to the mid- to high-end market and so on. Patent effect highlights The “killer†effect of patents in the “post-window era†will become more and more prominent, which is particularly prominent in the comparison of Huawei and model innovation represented by technological innovation. Ren Zhengfei once compared Huawei to “a big turtle that has been climbing a hill.†The accumulation of technology in many years has finally made it the number one in the number of international patent registrations in 2015, and it has begun to use patent weapons and still live in the first quarter of this year. Samsung and Apple, which ranked first and second in global sales, counterattacked. According to public data, in 2015, the number of patent applications filed by Huawei reached 3,889. On May 25, Huawei announced in the early years that Huawei had been sued for patent issues. In the United States and China, it filed an intellectual property lawsuit against Samsung. Last year, Apple and Huawei signed a patent licensing agreement. According to the authorized level of Apple, Apple began paying hundreds of millions of dollars in patent fees each year. This is in line with Huawei's third-quarter sales in the first quarter of this year, and it has been interpreted by the outside world as a testimony to Huawei's technology-innovative enterprise Huawei's winning model innovation company Xiaomi. I once admitted that Jinshan was like Lei Jun, who planted grass in the saline-alkali land. Later, with the theory of “standing in the wind, pigs can flyâ€, Xiaomi’s theory of guiding the biggest dividend in the “double wind†of smart phones and the Internet, from the time of its establishment in 2010 Valuation of 4 billion US dollars soared to the highest or 46 billion US dollars, the same as Huawei's unlisted Xiaomi, but with Huawei gradually drifting away, and the lack of patents caused the pain of overseas market development blocked, and gradually revealed that Lei Jun is also trying to resolve . Lei Jun used the product concept of “born for fever†to use Apple's hunger marketing. The sales growth of Xiaomi mobile phone in 2012-2014 was 2296%, 160% and 226% respectively. Compared with Huawei and ZTE, which have been developing overseas for many years, Xiaomi, who went out of the overseas Nuggets in December 2014, encountered a patent lawsuit from Ericsson. Soon the Delhi High Court ruled that because Xiaomi violated Ericsson’s patent, it was forbidden. India sells and imports mobile phones. Although Xiaomi announced that it has lifted the ban in India after 8 days, the patent shortcoming has already constrained its pace of opening up overseas markets. ZTE, which started its international journey as early as 1995, ranked first in the number of domestic patents in 2015, and its overseas overseas competition has expanded. The strategy of StrategyAnalyTIcs shows that its revenue in North America in the first three quarters of 2015 was five times that of Huawei. Even so, it has repeatedly encountered patent lawsuits. Samsung, which has multiple patents, has repeatedly suffered patent litigation and compensated for huge expenses. Patents are very important for the development of overseas markets. In recent years, domestic companies have frequently seized patent highs through cooperation, acquisition, and investment. On the 5th of the month when Xiaomi was sued by Ericsson's patent, Jinshan Software announced that it had set up an investment fund with Xiaomi and Beijing Zhigu, with a scale of 200 million yuan, mainly used for IP-related investment activities. Moreover, it has reached a chip patent license with Datang Telecom (15.520, 0.34, 2.24%) and tried to seek overseas protection. In February of this year, Xiaomi also bought 332 US patents from American chip giant Intel Corporation. Previously, it also acquired some wireless communication patents of Broadcom. Lenovo invested heavily in the acquisition of Motorola Mobile's patents, and obtained more than 2,000 patents from Valley Singer. At the same time, it obtained the cross-licensing of Google's 21,000 patents. TCL's acquisition of Alcatel also has the same meaning. A Lenovo spokesperson told the Economic Observer that Lenovo invested $1.3 billion in research and development in 2015 and is expected to reach $1.5 billion this year. From the perspective of sales ratio, R&D spending last year was 2.6%, and this year it will be above 3%. . Apple key battle Apple, the richest enemy, released its worst financial report in the early morning of April 22, Beijing time on April 22, and Apple’s second-quarter revenue was 50.557 billion US dollars, down 13% from the same period last year’s 58.10 billion US dollars; Profits were $10.516 billion, down 22% from $13.569 billion in the same period last year. Both revenue and net profit fell double-digit, and this is the first time Apple’s revenue has fallen since 2003. This directly led to Apple's stock price's 8-day losing streak in May. Some people attributed the decline in Apple's performance this year to high growth last year. According to public data, Apple's second-quarter revenue and net profit from 2012 to 2016 reached its peak in 2015, four years after Steve Jobs' death. Achievements achieved. In the face of Apple's fourth consecutive stock price 8 consecutive losses, in order to appease investors Apple CEO Cook stressed that "Apple has not stopped innovation," and said, "a new generation of iPhone this product will have some people living away from The function that doesn't open, so you can't refuse it..." The decline in sales of Apple, which has always been the product innovation and user experience, is still inextricably linked to the weakening of technological innovation. After Apple’s departure, Apple seems to have continued its philosophy of product innovation and user experience, but as Liu Chuanzhi said a few days ago, “What can Lenovo rely on today? The answer is 'people’ 'In particular, the leader of the company.' Jobs pushed Apple to the altar, and Cook, who has been "learning Jobs", is unlikely to subvert Jobs in the industry, but Jobs' innovation is precisely destructive innovation. . So in the past four years, the mystery of Apple's innovation has gradually faded, and a new product only meets market expectations or slightly exceeds market expectations, rather than "surprise and shock" in the Jobs era. From the iOS7, iPhone5C to iPhone6 ​​and iPhone6S and other product iterations, Apple's mystery is getting weaker, especially the 4-inch iPhoneSE smartphone that was launched in March this year to seize the mid-market, alleged to be a product strategy. Products, in the first sale in China, the response is flat. Apple has not made major breakthroughs in the emerging areas of unmanned vehicles and artificial intelligence, and its new smart wearable device, AppleWatch, has no market control. An industry insider analyzed that the iPhone7, which will be launched in the second half of this year, has become an important battle for Apple to regain its position, stabilize its king of smartphones, and crack the outside world to question its turning point.
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