360 mobile phone calls to grab the share of small and medium-sized brand manufacturers when will Zhou Hongyi's mobile phone dream come true
Behind this is the goal of 360 mobile phones to achieve sales growth against the market. In December last year, Li Kaixin said in an interview with the media that the total sales of 360 mobile phones in 2017 reached 5 million units, which initially achieved a breakeven. And his expectation for 2018 is that 360 mobile phone sales will increase by 20% year-on-year. On August 21, Li Kaixin also told reporters from other media that in this year's JD 618 event, sales of 360 mobile phones increased by 50% year-on-year. According to the reporter's understanding, Li Kaixin served as the president of 360 mobile in November 2016 and is fully responsible for the operation of 360 mobile. Prior to that, he served as the vice president of sales for Huawei Honor. However, many industry insiders analyzed to reporters that the current situation of small and medium-sized mobile phones in the domestic market is increasingly difficult. Report from Beijing 'The number of users is the most important to me now, and I want to guarantee growth. After all, some manufacturers are disappearing, and we have to seize the lost customers of other manufacturers to become my customers.' August 21, 360 Said Li Kaixin, president of mobile phones. On the same day, in addition to the N7 Lite with a price of 1,000 yuan, the 360 u200bu200bmobile phone also launched the flagship model N7 Pro equipped with Qualcomm's Snapdragon 710 processor, priced from 1999 yuan. According to the reporter's understanding, Xiaomi Mi 8SE and Nut Pro 2S, which also use Qualcomm Snapdragon 710 processor, have been released before, and the pricing is basically the same as that of N7 Pro. In less than four months, the 360 u200bu200bmobile phone has launched three new models. On the one hand, the domestic smartphone market continues to decline. IDC statistics show that in the second quarter of 2018, China's smartphone market shipments were about 105 million units, a year-on-year decrease of 5.9%. On the other hand, the pattern of domestic mobile phone market share being concentrated on top manufacturers has become increasingly stable. IDC's above statistics also show that the top five mobile phone manufacturers in the domestic mobile phone market, Huawei, OPPO, vivo, Xiaomi, and Apple, have accounted for 86.9% of the market. Other mobile phone brands only accounted for 13.1% of the market, a decrease of 53.8% year-on-year. Regarding how to achieve growth against the market, Li Kaixin said that the new target user market of 360 mobile phones mainly comes from the disappearing or weakening of other small and medium-sized mobile phone brand replacement users. He also believes that with the overall weak growth of the mobile phone industry, large first-tier manufacturers are facing greater pressure than small and medium-sized mobile phone brands. It should be mentioned that Zhou Hongyi, chairman and CEO of 360 Group, also attended the event on the same day. Li Kaixin also said that the situation in the mobile phone industry this year is a bit worse than last year. Zhou Hongyi is not satisfied with the fact that the total shipment of 360 mobile phones is not large, but he still recognizes the situation that the total volume has grown against the market. Li Kaixin also responded to the rumors that the merger of 360 mobile phones and Hammer mobile phones failed, saying that the merger between two departments of an enterprise is very difficult to deal with, let alone between the two enterprises. He also said that day, he did not deny that some people in the two companies had a positive attitude towards this, but a lot of things were not counted and involved very complicated things, 'the end may not be a good result.'