How many high-end brands can stand in an industry depends on the differences in products. In the smartphone industry, when it comes to high-end brands, many people first think of Apple, Huawei and Samsung. However, we see that many other brands of mobile phone manufacturers are also working hard and trying to hit the high-end market, but why have their high-end mobile phones not been loud? I think there are several reasons for this.
Reason one: unique product features
Product characteristics are what we call "differences" and "core competitiveness", and these unique advantages are one of the driving forces that drive consumers to produce consumption behavior. Needless to say, Apple's iOS system and APP Store have completely exploded the Android camp. Android and iOS systems, if you choose the Android camp, then you can choose the mobile phone brand and model can be described as a variety of dazzling, consumption power is dispersed. And if you choose the iOS system, then only Apple is available, which is one of Apple's biggest advantages.
Huawei is best known for the Kirin series of chips, followed by the exclusive underlying algorithm-level Laika lens and the exclusive sony top CMOS sensor. Of course, for many reasons, Huawei itself is currently in a difficult situation.
Reason two: brand image
Brand operation is a very complex and huge topic, but there is an ever-changing essence that is the positioning of the brand. High-end brands, first of all, must have a high-end quality image. Brand image doesn't happen overnight. Xiaomi has been cultivating the cost-effective market for many years, and OV has been mixed in the low-end offline market for many years, and it is more difficult to naturally impact the high-end. Apple has cultivated high-end since its birth, and the high-end brand image has been deeply rooted in the hearts of the people. After huawei's brand transformation, it has thrown out high-end brands such as Jazz Life and photo flagships, and naturally engraved the word "high-end" in its DNA. And SOC is the core component of the mobile phone, and being able to develop a self-developed SOC is of course a very good plus. Secondly, self-developed SOCs can better combine software and hardware to bring people a better experience. This is also the secret of Apple Huawei's high-end market.
Reason three: after-sales service
Although Apple's authorized store after-sales is uneven, but in the flagship store after-sales is good, and due to the small number of models, long maintenance cycle, wide third-party channels, a variety of accessories services are also very complete, users can also indirectly enjoy a good after-sales service. Good after-sales service can naturally enhance user stickiness.
The mobile phone circle presents a situation of a hundred flowers, and MOV's high-end flagship is also recognized by everyone. The outbreak of high-end machines this year also illustrates a problem, as long as your product is good enough, consumers are willing to buy it. If there are excellent product releases for several consecutive years, then the brand will be high-end, the brand culture will be formed, and the soft power will be there.
The public's vision will not be wrong, everyone is more willing to choose a good product, even if the high-end mobile phone is expensive, but the real understanding of the user will try to choose a good higher-end mobile phone within the scope of ability.