Nowadays, in the global epidemic environment, smart phones have become a necessity of our daily lives, and scenes such as transportation, mobile payment, online office, audio-visual entertainment, and social sharing require their deep participation. Vivo, Xiaomi, OPPO, Glory and other domestic brands have also completed product lines in various price segments, and even the starting price of 5G mobile phones has been rolled to about 1,000 yuan. However, there are still many middle-aged and elderly consumer groups who do not have a deep understanding of smart phones, and it is easy to be misled by the promotional words of bad businesses out of the pursuit of cheapness, and suffer from the double loss of economy and consumer psychology.
During the 315 period, AnTutu counted a "fake machine report", and the number of fake machines identified in the 12147275 sample data was 482361, accounting for 4% of the total proportion; although compared with last year's statistical results, the proportion of fake machines has decreased, but there are still many copycat machines that carry out fraud under the "mainstream brand" signboard. Seeing here, I believe that many people will maintain the same doubts as the author, why is the cottage machine still banned in 2022, and why have well-known brands become the "scapegoats" of unscrupulous manufacturers?
Inherent cognitive thinking and low-cost strategy make the cottage an opportunity to take advantage of it
The author noted that in the fake machine report released by Antutu, the share of Samsung mobile phones being counterfeited was as high as 23%, Huawei mobile phones accounted for 18%, Apple mobile phones accounted for 9%, other brands accounted for 22%, vivo, millet, OPPO brands although also counterfeited, but the number was significantly reduced. Specific to the fake model, in addition to the Android tablet and fake 5G, Huawei P10, iPhone X, Samsung Galaxy Note10, vivo X70 are the first choice to be "imitated".
The reason for this situation is that the author believes that it has a lot to do with product popularity and the laying of offline stores. We know that Huawei P10, Samsung Galaxy Note9/10, iPhone X are once popular flagship products, and vivo X70 is the hottest image flagship in the smartphone market in the second half of 2021, they all have a much-watched purchase feature, while the price is not cheap. Once the model has a large price gap, out of the experience of new features and greedy and cheap fluke psychology, consumers will inevitably be moved to choose to start, the good reputation of the product itself has become a "breakthrough" for bad businesses to exploit loopholes.
Although the development of the smart phone industry is changing with each passing day, the consumer group represented by the middle-aged and elderly people is still very vague in the cognition of mainstream mobile phone brands, still staying in the outdated concept of Samsung and Apple mobile phones are good products, out of blind trust in the brand when purchasing a machine, it is inevitable to relax its vigilance, Samsung is also deeply affected.
Although Samsung mobile phones rank first in the global market shipments, with the same level of brand recognition as Apple and Huawei, the domestic market has long been reduced to Others in recent years, and it is rare to see offline stores and after-sales service systems. Because of this, the cottage machine can be counterfeited in a big way, using the price to stimulate consumers to buy machines, and the probability of fake machines being screened out will be greatly reduced. In contrast, by laying offline stores to the township-level OPPO, vivo brands, and the glory and millet stores that have expanded a lot in recent years, consumers can easily contact the stores to personally understand the parameters of the mobile phone, and the probability of exposure of the three mobile phones is greater, and the possibility of being deceived is greatly reduced.
Of course, Pifu is not guilty of its guilt, Huawei, Samsung, Apple, Millet and other manufacturers are also victims of fake models, once the counterfeit copycat machine has quality control problems, consumers in the unknown are easy to mislead the mobile phone brand, this "scapegoat" sentiment is likely to be transformed into a negative reputation of the brand, directly affecting the shipment of regular products in the market.
The publicity copy full of routines is too much to defend
In addition to counterfeit popular models, cottage manufacturers are also "full of tricks" in the promotional copy on the mobile phone detail page. For example, the concept of "fake 5G" mentioned in the report of an tutu fake machine, some copycat manufacturers only add a 5G logo animation to the mobile phone boot display interface, and the actual processor may be MT6735, Helio P23 and other chips that are seriously derailed from the times (and do not support 5G networks), and even the glory of the king cannot run smoothly. It should be known that in the early days of 5G mobile phones, manufacturers will mark the 5G logo on the back shell of the mobile phone in order to pursue the heat, and now the products that are still doing so can basically be certified as fake machines.
At the same time, in the core hardware level of smart phones, poor manufacturers often choose some "ambiguous" promotional words, such as flagship multi-core / powerful octa-core processor, rear five-camera super-perception lens, infrared face recognition and other terms, which sound no different from mainstream flagship products, in fact, there are great misunderstandings.
For example, the MT6763 chip belongs to the 16nm process octa-core Arm architecture processor, but the real performance is poor, and the low-quality operation of the glory of the king is very difficult; and in the rear five-camera super-perception lens, only one lens can barely be imaged, and the rest are mostly ornaments, which are used to confuse the public; as for infrared face recognition, it is even more impossible, mostly ordinary 2D face recognition schemes. You can see that in these sky-high slogans, it is full of purchase misunderstandings, and it is difficult to find the cattiness if you do not get started to experience it.
So the question is, offline stores everyone will personally experience, how to ship this false advertised model? Obviously, this kind of defective products are mostly stored in some e-commerce platforms and live broadcast rooms. For example, the duowei X12promax mobile phone that I saw on a multi-platform before, with the lens arrangement of the iPhone 12 series, the tough body style with the left digging screen, comes with a 100 million pixel octa-core processor, the starting price of 950 official subsidies will be 49 yuan, set Android, Apple in one, full of cheap, fake visual sense, but the official details page shows that it has spelled out 10,000 pieces.
Coincidentally, in May 2021, the e-commerce anchor "Donkey Sister-in-law Pingrong" sold duowei 12 Pro cottage machines in the Kuaishou live broadcast room, and the anchor claimed that the original price of 4999 yuan was reduced to 899 yuan after doing welfare, and the sales of models sold in the two live broadcast rooms were 9284 units and 12,500 units, respectively. In practice, the network access license, triple camera lens and memory model of this cottage machine are all false standards. Although the preferential purchase era technology company and the Kuaishou e-commerce platform have successively issued apology statements, it is obvious that the deformed development of the live broadcasting industry is inseparable behind the prevalence of cottage machines.
In the epidemic environment, online office, home online classes and other scenarios have made the demand for tablets and mobile phone products rise sharply, for the purpose of saving money and the routine of the live broadcast industry, many consumers who are not familiar with mobile phone products will inevitably be deceived, which is also one of the key industry chaos at this year's 315 party.
In general, although the smartphone industry has developed rapidly in recent years, manufacturers have frantically rolled in performance, screen, endurance, imaging and other tracks in order to create differentiated advantages, but the rapid iteration of new technology terms is easy to confuse consumers. We are not opposed to manufacturers using technology to promote the progress of the industry, but we hope that the iteration of technical terms is more close to the people, so as to eliminate the opportunity for bad businesses to exploit loopholes.
In the author's opinion, it is important for manufacturers to promote product advantages and pursue explicit technical rights and interests, but changing consumers' cognitive thinking is also part of consolidating brand image. When expanding new functions, it is advisable to sink the focus of development, mostly for the consideration of middle-aged and elderly groups, and humanistic care is equally important in addition to scientific and technological progress.
Middle-aged and elderly consumers cannot blindly pursue "low prices" when purchasing machines. If you don't know enough about mobile phone products to identify the minefields of the industry, then it is a safer choice to go to the official online mall or offline store to buy opportunities. The younger generation of consumers may wish to be patient to popularize knowledge for their parents, and guide the elders to understand the convenient functions brought by emerging technologies and the cognitive thinking caused by market changes.
Of course, being counterfeited and imitated is not the fault of the brand side, with the development of industry technology, the threshold for counterfeiting of smart phones has been continuously lowered, and it is really difficult to eliminate the cottage machine in a short period of time. We can't only rely on the 315 party to act as an industry mirror, but pay more attention to the changes in different industries, actively embrace the times to exercise the golden eye of fire, save less luck, do not covet small cheap, and do not blindly follow the trend in order to reduce the probability of being deceived.