"Shanzhai Machine" is literally interpreted as "Shanzhai"-meaning taking the mountain as the king and escaping from government management. They either take a brand name by the manufacturer himself or imitate the function and style of the brand mobile phone; Because they evade government management and don't pay value-added tax and sales tax. In research and development, most of them are mechanical copies, of course, there are many innovative products, and there is no advertising, promotion and other expenses. Coupled with successful cost control and flexible distribution methods, their terminal retail prices are often only 1/2 to 1/3 of brand mobile phones.
Shanzhai machine is also called "three-yard machine". The so-called three-code machine is the IMEI serial code inside the mobile phone, the serial code under the battery on the back of the mobile phone and the serial code on the packaging box, which is "three codes in one".
The previous explanation is: shanzhai mobile phones are also called wild mobile phones, black mobile phones or high imitation mobile phones, and with the cancellation of mobile phone licenses, most shanzhai mobile phones seem to be legalized. The manufacturers who assemble these mobile phones are neither underground processing plants nor regular troops. Some low-priced, fully functional labeling machines and mobile phones with various names are also "cottage machines".
[Edit this paragraph] "Shanzhai" trend
The word "shanzhai" triggered by shanzhai machine has become synonymous with grassroots. The reason why it is called "shanzhai" also has the taste of "competing with regular brands". Although the momentum of shanzhai has weakened, the word "shanzhai" has become popular among young people on the Internet. From shanzhai machine to shanzhai star, the word "shanzhai" is not only gradually popular, but also its meaning is constantly expanding, from the original commercial product category to many aspects. As long as the content has certain entertainment elements, it will be put on the internet and labeled as "shanzhai", and netizens' replies are mostly distinctive online adjectives such as "too shanzhai" and "very shocking".
The rise of shanzhai machine in China IT field leads to shanzhai culture, just like the story of any China traditional martial arts novel: first, it wanders on the edge of the mainstream circle by unconventional means, then it grows bigger and bigger, and finally it challenges orthodox forces or even replaces it.
Shanzhai culture is a phenomenon that imitates the appearance or function of mainstream brand products at a very low cost and innovates, and finally surpasses this product in appearance, function and price. Its derivative products will break the shackles of mobile phones and extend to digital cameras, mice, keyboards and so on. Its by-products will also cause structural shocks to related industries. This is learning from foreigners to control foreigners' gunfire, and this is learning to catch up with others' rifles. Shanzhai culture has been copied and surpassed on the narrow road of running all the way, especially after getting rid of the shackles of license plates and grasping the benefits of low cost and high return. Its destructive power and viral marketing appeal have completely subverted the traditional hidden rules of the industry and established a value sequence based on shanzhai culture. Moreover, the shanzhai culture is deeply branded with grassroots innovation and popular wisdom, and it is a well-deserved China shanzhai.
There are countless cottage products derived from this: cottage Spring Festival Evening, cottage stars, cottage national football, cottage mobile phones, cottage snacks and cottage brands. Enough to witness China's imitation and plagiarism. Of course, shanzhai is a substitute for "plagiarism, imitation and piracy".
[Edit this paragraph] Advantages
1, super comprehensive function
Almost all shanzhai mobile phones can be famous for their comprehensive functions, such as large screen, camera, Mp3/MP4 multimedia playback and even high-end GPS navigation, as long as MTK comes out. Although this comprehensive functional configuration is easy to realize in some well-known big-name manufacturers, the cost is an unavoidable problem. Although the development time is not too long, the function of the cottage machine can be said to have reached a point where only you can't think of it and no one else can't do it. Built-in dry battery, built-in Bluetooth headset, eight speakers and other powerful functional configurations are nothing new. I believe that more functions that we have never heard of will continue to emerge.
2. Strong standby ability
As we all know, shanzhai mobile phones have strong standby capacity and increasing battery capacity. Not long ago, a mobile phone named ZJ268 set a historical record of 32,800 mAh battery capacity, and the stunt of standby for two years was even more staggering. In fact, the advantage of strong standby capability of shanzhai mobile phone is worth learning from domestic brands and international manufacturers. Of course, it should be noted that the battery capacity of the cottage has many grandiose components.
3, the price is low
The price factor is definitely the strongest killer in the competition between shanzhai and big-name manufacturers. Maybe Nokia can only buy a low-end mobile phone, which is enough to buy a fully functional cottage. This is absolutely attractive to an ordinary person who doesn't know much about mobile phones. The price of the cottage can be so low, thanks to the cheap and comprehensive MTK scheme. According to industry sources, the cost of a cottage machine with comprehensive functions is generally around several hundred yuan. And this is exactly what international manufacturers can't do. I believe this advantage of shanzhai will be maintained for quite a long time.
[Edit this paragraph] Disadvantages
1, the quality cannot be guaranteed.
Due to the convenience brought by MTK scheme, some small factories with small production scale and rough production technology also have the ability to directly produce mobile phones, which directly leads to the quality problem becoming the biggest uncertain factor of the cottage machine. Although this is not MTK's own problem, it still belongs to the mobile phone itself. The maintenance of shanzhai phones has always been the most worrying thing, but because of the low cost, sellers generally adopt a direct replacement solution. In addition, many manufacturers and mobile phone repairers have formed a cooperative relationship, and the sold mobile phones generally provide one-year warranty service, which effectively solves the after-sales problem of shanzhai mobile phones and makes consumers dare to buy them.
2, plagiarism is serious
Copying the product design of internationally renowned brands can be said to be the most common phenomenon in shanzhai at present. Apple iPhone, Nokia N95, N82 and other high-end products are doomed, and these products can generally achieve good sales results. On legal issues, it may cause infringement on the intellectual property rights of well-known brand machines. Of course, there are also many plagiarists who make further innovations and improvements on the basis of plagiarism, and some functions even make brand-name machines ashamed, such as 8 megapixel mobile phones, cigarette lighter mobile phones and banknote checker mobile phones. These are all innovations.
3, all but not refined
As I have mentioned before, the comprehensive function is a big advantage of the cottage machine. Although this is an indisputable fact, at the same time, another problem has become increasingly prominent, that is, although the cottage can do everything, it is not good at everything. Indeed, this problem has now become the biggest limitation of MTK plan. We have hardly seen a cottage equipped with a high-end camera. The legendary 300,000-pixel Golden Apple LV9 18 lens with variable light is the best evidence, and even when playing video or MP3, the sound quality has become the focus of controversy. You see, although it is fully functional, there are still many defects in the cottage.
4, security risks
The general battery capacity of shanzhai mobile phones is 4800 mAh, and it is 3500 mAh everywhere.
5. Built-in charge trap
Shanzhai machine has built-in SP charging trap. After the reorganization of the former Ministry of Information Industry, big-brand mobile phones consciously no longer have built-in SP service, and cottage mobile phones are different, but they are popular. This SP trap may appear in "Change Wallpaper" and "Video Play" of the setting options. Accidentally arrived, resulting in related expenses directly, without any charging tips and secondary confirmation.
6. The safety factor of accessories is not high.
The quality of the accessories of the cottage machine is extremely poor. Many mobile phones don't turn on or charge for a while, mostly because of the quality of accessories. Batteries burn easily. Nowadays, the competition between cottage factories is more cruel and fierce than expected, and many people strictly control the quality. Before 2008, poor quality was common. Now, although the workers engaged in mobile phone production are mature in technology, rich in quality QC experience, and the integration of chips and solutions is mature and stable, the quality of mobile phones has been improved to a considerable level. )
7. Cell phone radiation cannot be guaranteed.
Compared with regular mobile phones, many "cottage phones" cannot guarantee the radiation of mobile phones. Regular manufacturers need to undergo professional testing, and the radiation of mobile phones should be controlled within the scope stipulated by the industry. However, from its own characteristics, it is difficult to ensure that radiation meets the requirements of the national standard. So some "cottage machines" are likely to have an impact on the human body in terms of radiation.
(In March, 2009, Shenzhen conducted a comprehensive sampling inspection of the shanzhai mobile phones in the market, and found that the radiation of shanzhai mobile phones fully met the requirements of the national standard, so it strongly despised those who made random comments without verification. )
8. After-sales service cannot be guaranteed.
On the surface, the after-sales warranty period of the cottage machine is one year. In fact, the after-sales service of many cottage machines is three to five months, mainly depending on the sales of each machine. As soon as many cottage machines are produced, they can't bring them profits because of the design defects or quality problems of the manufacturers or the poor sales channels of the manufacturers. The manufacturers often run away and have no after-sales service.
[Edit this paragraph] Development prospect
Domestic shanzhai mobile phones first started from the brand-name mobile phones marked with CECT. In fact, they just use CECT trademark falsely or pay a certain amount of cash to CECT to get the right to use it. Later, various brands appeared. In any case, the wisdom of "shanzhai mobile phone" can always hit our most helpless nerves, and also make some domestic brands that lack innovative spirit feel ashamed. Over the years, shanzhai mobile phones have many unique technological innovations, appearance innovations and process innovations, which combine many strange technologies and designs. These combinations may sometimes be infringing, but they have achieved multiple functions. Now, shanzhai mobile phone has become a non-mainstream mobile phone culture. The spirit of shanzhai mobile phone, which is wolf-like, innovative and catering to the market, affects more and more people.
At present, the mobile phone industry in Europe and America is basically saturated, while the market in China at this stage is about the same as that in Europe and America five years ago. From a macro perspective, the future development of China's mobile phone industry is nothing more than two extreme trends, high-end and foundation. Although the cottage is also keeping up with the pace of high-end products, with the overall price reduction of mobile phones and the problems existing in the cottage itself, it will surely become the bottleneck of its future development. At the same time, the customized mode of operators is also seizing the market. In the future, the marketing method of telecom will be to give away mobile phones at low prices or even free of charge, while the basic mobile phones of civilians can be obtained by pre-storing telephone charges, which will bury the low-cost route taken by shanzhai mobile phones.
At the same time, there is also competition within the cottage, and the reduction of the price will definitely affect the reduction of its profits and gradually narrow the living space of the cottage.
Although the threat of shanzhai mobile phones will not be eliminated in a short time, in the future development trend of the mobile phone industry, shanzhai mobile phones will eventually be eliminated, and it is the general trend.
At first, the market was full of parallel imports and refurbished machines; Because of the existence of this market, MediaTek later made MTK chips, turning the core technologies mastered by big-name mobile phone manufacturers into civilian technologies; So "smart China people" began to create and develop mobile phones. In recent years, domestic mobile phone manufacturers accustomed to shanzhai, represented by Tianyu, are on the rise, and they begin to compete with big brand mobile phone manufacturers.
Now more cottage mobile phone manufacturers have their own brands, and Tianyu is one of the best. Nowadays, the emergence of 8-megapixel smart cottage phones is worthy of our domestic brands' consideration.
Shanzhai mobile phones have played an important role in promoting the mobile phone industry in China, making the industrial chain perfect, and also making the mobile phone market in China become a price competition market, and the price war has become the biggest feature.
Now shanzhai mobile phones are not only limited to mobile phones, but also PSP and notebook computers ... more and more products have become the new market of shanzhai.
In July 2008, it was reported that China Taiwan Province Lianfa Technology Co., Ltd. (hereinafter referred to as MediaTek), known as the "father of shanzhai", was about to ship td chips on a large scale in mainland China and switch to 3G shanzhai. But "the arrival of 3G era is the beginning of the decline of shanzhai." With the advent of 3G era, it will be the general trend for operators to dominate the mobile phone sales channels. As a "cottage machine" enterprise without brand and technical strength, it is difficult to become a supplier of the reorganized operators. So for many "cottage" manufacturers, "live aboveboard or die forever." If you want to make a difference, the only choice is to build your own brand and improve your technical level, otherwise you can only die.
The development of shanzhai machine has gone through three stages.
The first stage-simple imitation of rough workmanship
By the end of 2006, shanzhai mobile phone has occupied nearly 30% of the domestic mobile phone market. At the beginning of 2007, the shanzhai machine was only a simple imitation of popular models, basically it could only be said that it was similar, and did not dare to copy it completely with great fanfare. At this time, the cottage still relies on simple shape design and low price to attract users' attention.
The second stage-it is difficult to win or lose in melee.
Shanzhai mobile phones are becoming more and more accomplished in copying hot-selling models, and many models can make it difficult for people in the industry to distinguish between true and false. If they know nothing about mobile phones, they may fall into the consumption trap. Almost all the best-selling models on the market have been copied, and there are even dozens of photocopiers on the market, such as N73 and N95.
The third stage-take the initiative to attack and innovate constantly.
The later development of the cottage machine is even more innovative, which makes people stunned. There is a great breakthrough in appearance, which can be summarized in one sentence: "Nothing is impossible except unexpected". There are also many improvements in functions, and publicity is also a gimmick. The concepts of candid camera, big screen, handwriting and TV are perfectly integrated.
The fourth stage-overseas sales, building an international brand.
At present, many shanzhai machines have been transformed into shanzhai books (netbooks) under the financial crisis and the global economic downturn, but a considerable number of them are still resisting the financial crisis together. Mobile phone solutions company has made continuous progress in research and development, and has been able to achieve C+G quad-band network in 24 languages around the world. With the cooperation of Huaqiang North Shanzhai, Shanzhai mobile phones have been exported to all countries in the world, which has played a certain role in China's current export. In Southeast Asia, South America, the Middle East, Dubai, and even Europe and America, you can see the shadow of shanzhai. Operators in some countries have taken the initiative to sign the whole package operation cooperation agreement with some powerful cottage factories.
[Edit this paragraph] The birth of shanzhai mobile phone
Step time annotation
1 project 1~3 days of market research, and show the prototype, model or idea to the channel for reaction.
Modify the function of the prototype in 2 4 ~ 7 days, and choose the mobile phone solution provider as the overall solution.
3 test 15~30 days, test yourself or find a third-party testing company, and repeatedly communicate with the solution provider for improvement.
Book a room in the hotel for 3~9 days, show the prototype to the main agent and collect the order.
5. 5 days after mold opening, the expected order quantity is produced (and investment is invited at the same time)
6 delivery for 7 days is generally 500 sets ~2K per batch every day.
[Edit this paragraph] Shanzhai Innovation Culture
In the case that domestic mobile phone manufacturers are generally sorrowful, the sudden emergence of cottage mobile phones-completely different from the rising path of the first generation of domestic mobile phones, has also opened a window for grassroots innovation:
1. In the past, domestic mobile phones fooled consumers, but this time they really respected consumers. In the past, the core of domestic mobile phones was the company-based production research and development model. This time, the cottage machine adopted a consumer-centered production research and development model. The target customers of Shanzhai are the low-income mass market, and they have a deep understanding of this part of consumers, whose price demand is flexible, vain and practical. Long standby, dual-mode and dual-card, large-capacity TF expansion, 4 cameras, banknote checking function, PSP mobile phone, built-in Bluetooth headset, built-in GPS, analog TV reception and other mobile phones are comprehensive and fancy. For example, Apple's IPHONE is highly imitated, powerful, double-sliding, and dual-card on the back.
2. Quick response. Shanzhai mobile phones mostly adopt MediaTek platform scheme, which greatly reduces the research and development cost of mobile phones and shortens the production process. If there is a small market segment and a small idea, the cottage machine will respond quickly and achieve the effect of quick victory through the small team model. For example, if you see a Tathagata mobile phone, it is obviously for a Buddhist. Traditional brand manufacturers obviously disdained this, but left a big gap for the cottage.
3. Word of mouth marketing. Low price is the competitiveness of the cottage machine, but it was not built in a day. The competitiveness of the cottage machine depends not only on low price, but also on word-of-mouth marketing. Shanzhai created "Amway Mode Marketing". Consumers can get a "sharing discount card" when they buy a cottage, and they can get a price discount when they introduce the card to others for purchase, and the introducer can also get some cash compensation. Due to the low cost, some cottage manufacturers now adopt the method of directly changing the machine for after-sales service, which partially alleviates the negative impact of uneven quality of cottage mobile phones.
The reason why the second wave of domestic mobile phones triggered by shanzhai mobile phones is very different from the first wave is that the first wave uses more "push" power, while the second wave relies more on "pull" power. This model, which is heavily tilted towards consumers, has more lasting vitality.
4. Cross-border master. Shanzhai also used cross-border to the extreme. In terms of product innovation, it draws lessons from dell model in the computer industry. For example, you can make your own name into a mobile phone brand; In marketing, learn from the Amway model, and so on. Don't underestimate this cross-border capability, which is also an effective innovation.
5. Brand communication is good at virus marketing. Shanzhai relies on word of mouth, so it is necessary to engage in viral marketing. For example, a mobile phone in the shape of a Marlboro cigarette case is very viral. The brand name of shanzhai machine is also very funny, BMW, UFO, Supreme Treasure, Sky Gun, Feng Shui, I love you. There is a mobile phone called Xin.
6. However, the shanzhai machine also has many serious injuries, that is, product innovation based on survival pressure and innovation of startup companies. The innovation core of a truly big company is platform innovation. Geoffrey Moore believes that the real innovation is to establish differentiated departments. It is difficult for companies that focus solely on product innovation to achieve continuous innovation. Some knockoffs are seeking to upgrade. The key is whether they can find a platform innovation model to replace product innovation-not necessarily like Nokia. For companies like Nokia and mobike, it is also a way to learn more about the local area by putting down their posture and learning the innovative ideas and culture of shanzhai.