As released by TrendForce, the global smart phone shipment is 291 million in the 2015 Q1, which decreases by 9.2% compared with 2014 Q4. The decreasing shipment has direct
influence on mobile phone manufacturers in China.
In the early beginning, Most of the mobile phone manufacturers are OEM or ODM for
foreign mobile phone brands. However, with the saturation of mobile phone market, OEM
manufacturers get less order than before and gets little profit because more and more
companies rush into mobile phone industry depending on the open of Android platform.
Some manufacturers have accept a zero profit order to make the factory running. What
should OEM manufacturers do to open another way to survive better.
Some mobile phone manufacturers choose to built their own phone brands. At the first
stage, they aims at India and Africa market, which are the second biggest mobile phone
market and the most potential market. Gradually, their bands get certain market share in
the local market. However, after the anti-monopoly inspection on Qualcomm, patent authorization is canceled. If Chinese mobile
phone brand wants to march into international market, patent is the biggest barrier for
mobile phone manufacturers. Xiaomi is forbidden to be sold in India market because of
Ericsson’s patent torts. Oppositely, Huawei Mate7 is sold well both domestic market and
foreign market. The two case above shows the importance of mobile phone patent for a
manufacturer.
From the industry data showing, there are more than 540 mobile phone brands in China in
the beginning of 2014, but it decreased to 400 in the end of 2014. So a simple brand can not support a mobile phone manufacturer, it will disappear finally depending on hardware only without considering market needs.
In a word, the implement of responding to market change and user experience coming first decide the future of mobile phone brand, which also will bring new value for a brand. A
mobile phone brand is important for a manufacturer, so are the innovation and
function&industry design.
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