Quietly, Japanese mobile phones that withdrew from the Chinese market a few years ago are making a comeback.
The most direct signal is the Kyocera mobile phone that is about to release a new product in conjunction with China Telecom (Weibo). With the addition of Sharp, which started trying to launch new products in China last year, plus the recent change from "Sony Ericsson" to "Sony", a number of Japanese mobile phone companies have reappeared in the Chinese mobile phone market.
This scene is unusual. Because in 2005 and 2006, Japanese mobile phone companies had a collective defeat in the Chinese market, and Panasonic, Toshiba, Mitsubishi, NEC and other Chinese mobile phone market leaders have experienced many doubts. However, with the rise of domestic mobile phones and intensified market competition, Japanese companies have failed.
An important reason for the defeat was that Japan was one of the earliest countries in the world to develop 3G, and mobile phone manufacturers also basically bundled with operator channels. However, in the era of 2G mobile phones in China, the competition brought by the huge retail channel market determines the success or failure of mobile phone companies. Retreat is logical.
But times have changed, and when China is striding into the 3G era, Japanese mobile phone companies seem to see hope again.
Take Kyocera as an example. For young people today, Kyocera is already a very unfamiliar brand. However, Kyocera was a few years ago. It can be said to be "thunderous." Especially in the PHS and CDMA markets, Kyocera's patents and technical advantages have been screaming Rivers and lakes.
In 2008, Kyocera began to shrink its related business due to operating pressure, and mobile phones bear the brunt. Kyocera transferred 45% of its shares in the Chinese mobile phone joint venture company to Zhenhua Group, and the remaining 25% was transferred to a Hong Kong company. At the end of 2009, it completely shut down the Tianjin mobile phone production base and completely withdrew its business in China.
From its establishment in December 2001 to its withdrawal in 2008, Kyocera â€™s mobile phone joint ventures in China suffered annual losses of 700 million to 800 million yen (6.6 million to 7.5 million US dollars). At the same time, it also announced that in front of competitors such as Nokia and Motorola, Kyocera's high-end mobile phone strategy focusing on camera and music functions has completely failed.
And this return, Kyocera brought with it, it is understood that it is mainly CDMA standard products, and mainly depends on China Telecom's customization, subsidies and sales.
The accumulation in the CDMA field and the current good 3G situation in China should be the main reasons for attracting Kyocera and others to rejoin the war. After all, compared with several other systems, the CDMA market is still a battlefield with a higher threshold and less market-oriented competition.
At present, according to the calculation of user scale, China Telecom has become the world's largest CDMA manufacturer. At the same time, according to Wang Xiaochu's statement, China Telecom's CDMA mobile phone sales in 2012 will reach 80 million, of which more than 40 million smart phones.
However, returning to the Chinese market is not easy. With the advent of the 3G era, the Chinese mobile phone market has undergone tremendous changes. At that time, rivals Nokia and Motorola were no longer in sight. Instead, iPhone and Samsung were in full swing. HTC followed closely behind, and domestic mobile phones Huawei and ZTE quickly rose to win by quantity.
The author has seen Kyocera at the China Telecom CDMA Industry Chain Conference not long ago. However, in addition to Kyocera, in addition to the above major mobile phone manufacturers, there are New Post, Haier, Hisense, and even Yifeng, Hexin, Guangxin, and Lantian are all unheard of brands. So, why does Kyocera stand out?
In addition to Kyocera, Sharp â€™s performance in the domestic mobile phone market is not so optimistic. Although several clamshell products with Japanese style and appearance are previously launched, they are all GSM non-smart phones. In such a smart phone world Here, such product planning is too outdated.
The performance of Sony mobile phones is not satisfactory. Ericsson's tricks have completely pushed the mobile phone booth to Sony, but Sony itself is also in full swing, and Sony's total loss in 2011 is expected to be as high as $ 2.9 billion. As far as the mobile phone business is concerned, problems such as the slow launch of new products, low localization, and unreasonable product positioning still plague Sony phones.
Can Japanese mobile phone manufacturers return strongly to the Chinese market? It is worth looking forward to and blessed, but it seems that the situation is not optimistic.
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