In the past two years, some digital enthusiasts will shake their heads when they mention "domestic mobile phones" and list a large number of slots, such as "all rely on stacking materials, there is no innovation", "'high-end' is always almost the same meaning", "power consumption endurance is poor", "system bugs are many, difficult to use", "the price is getting more and more expensive" and so on.
In fact, this evaluation is very biased, so how should we evaluate and look at "domestic mobile phones" "objectively and fairly"? The best way is to "jump out of the domestic to see the domestic", appropriate reference, analogy with south Korea's LG mobile phone business, more illustrative of some problems. Because mobile phones are the products of the global supply chain, the various problems encountered by LG mobile phones will also be encountered by domestic mobile phone manufacturers.
Perhaps the current post-90s and post-zero friends feel relatively unfamiliar with LG mobile phones, but for the majority of friends after 70 and 80s, they are more familiar, because in the years before the transition of mobile phones to smart phones, that is, the era of functional machines, LG and Motorola, Nokia, the same, very hot.
Even in the early days of the later transition to the smartphone era, the performance of LG mobile phones was not bad, there was no Android system at that time, more microsoft's Windows Moblie system, and I had a fantasy machine in my mind at that time was LG's GM750.
This phone is equipped with Windows Moblie 6.5 system, and WIFI function, which was very good at that time. However, at that time, e-commerce was not yet popular, I ran through many offline mobile phone stores, and there was no mobile phone to sell, and I always felt sorry in my heart.
Later, it was the years before and after the 2008 Olympic Games, when Apple mobile phones and Android systems already existed, HTC was particularly popular at that time, comparable to the later Huawei, and then, in 2011, Xiaomi mobile phones turned out to be born, after which I paid little attention to LG mobile phones.
However, in those years, I could often hear some reports about LG mobile phones, but I didn't expect that it had just passed a few years, and I actually heard that it had a serious loss, and even decided to officially close the smartphone business in July last year, which was very embarrassing and regrettable.
Why does LG mobile phone face such an embarrassing situation and ending? The answer is only one word, that is, "drifting", the mentality is not correct, the attitude is not pragmatic, not correct, not up and down. It is not in the sky, it is not next to the ground, its own positioning and development planning are not clear, and the center of gravity is unstable, so that a lot of valuable strategic golden opportunities are wasted.
By the time it has fully understood and figured out certain things, it is too late, and some of its competitors, who are similar to it, or even worse than it, have grown and surpassed it. The smartphone market has become a red sea, the competition is extremely fierce, basically LG mobile phones have no possibility of overturning, counterattack.
Specifically, the first is the positioning problem of LG mobile phones, do you say that it should be positioned as "high-end" or "low-end"? You say positioning "high-end", its brand power in the field of mobile phones and the actual use experience of mobile phones, compared with the benchmark Apple in the field of "high-end" mobile phones, the gap is huge, and it cannot support "high-end".
You say let LG mobile phone positioning "low-end", right? But in the eyes of some people, "low-end machine" is about equal to "cottage machine", and the profit is very low, LG in the industry is also a large manufacturer of a first-line camp, really can not pull down, for the "low-end machine", it simply can not look at, and disdain to do.
This is the part that "can't go up to the sky", what does it mean to "go down to the ground"? Since your "high-end machine", the market and consumers do not recognize it for the time being, then it should be appropriately put aside, not to say that it is completely abandoned, but to focus on doing a good mid-range machine, and take the lead in the volume and market share of LG mobile phones.
Doing so can at least ensure that its own mobile phone business can be profitable and will not lose money, and at the same time gradually accumulate its own brand power in the field of mobile phones in the process, accumulate thick and thin, and slowly break through the "high-end". Just like the current playing style adopted by several domestic mobile phone manufacturers, although the efficiency is not high, it is a very pragmatic, stable and feasible way of playing.
However, it is regrettable that the LG mobile phone adopts a "forced high-end", that is, it forcibly positions itself as "high-end", obviously the actual experience of the mobile phone is not in place, but its price is in line with Apple's "tribute", which can be described as a cover-up and self-intoxication.
Unsurprisingly, this way of playing has not been recognized by the market and consumers, and the final reality is: if consumers want to buy "high-end", they will directly add money to buy apples, if they want to buy cheap, thick, enough mobile phones, then don't think much, close your eyes to buy millet on the line.
Therefore, whether in the "high-end" field or in the "low-end" field, LG mobile phones are gradually squeezed and marginalized, and its living space begins to become smaller and smaller, more and more difficult to sell, and finally can only be eliminated. In addition, the industry is not only facing similar problems and outcomes, but also HTC, Nokia, Sony mobile phones and Google mobile phones.
To add a little, there are always friends complaining about the system bugs of domestic mobile phones, difficult to use, LG mobile phone performance in this regard is not good, the interface is ugly, difficult to use, caton is commonplace. The attitude of LG mobile phones in this regard is very negative, and the strength of system bug modification and update is even worse than that of domestic manufacturers.
Finally, back to the topic of domestic mobile phones, in fact, some of the problems and difficulties faced by LG mobile phones are similar to domestic mobile phones, such as "impacting high-end", the results of domestic mobile phones in the past two years are not ideal. It can even be said that it is difficult to "impact" for several years, apple's market share in China has not only not shrunk, but has continued to expand.
The inability to truly "stand firm at the high end" is always a major shortcoming, but fortunately, domestic mobile phone manufacturers are more pragmatic, and they are actively making efforts to cultivate the low-end. As the saying goes, "strong seedlings first strong roots", Mr. saved, slowly accumulated strength, thick and thin hair, "impact high-end" is destined to be a long-term, can not be achieved overnight.
Therefore, for the current situation of domestic mobile phones, we should not be too harsh, there are many difficulties and challenges, it takes time to overcome and solve these, "pragmatic" and "down-to-earth" is the most important, which is the most valuable lesson left by the history of the rise and fall of LG mobile phones.