I believe you should still vaguely remember that in 2012, Apple and Samsung accounted for 90% of the profits in the mobile phone market, of which Apple accounted for 70%, while Samsung accounted for about 20%. As time went by, Apple finally gave up the small screen that it had always insisted on and launched 4.7 inch and 5.5 inch large screen mobile phones, which then set a record sales record. At this year's Apple press conference, Apple launched the new iPhone6s and iPhone6s Plus, which are once again popular around the world with innovative pressure sensitive screens and powerful A9 processors.

As Apple continues to sell well, but the Android application ecosystem has not improved significantly, more and more users have chosen to invest in iOS, and the market share has also changed. The latest financial report in 2015 shows that Apple alone accounts for 90% of the profits, and Samsung basically accounts for the rest. What about other manufacturers?

Let's talk about Samsung first. In July this year, Samsung announced that its net profit fell by 8% year on year, and its profit share has dropped from about 20% in 2012 to less than 10% at present. Why has Samsung's profit space declined so much in less than two years? The first is the product. Unlike Samsung S3/S4, which has made substantial innovation, Samsung S5 is considered to be a flagship of Samsung's generation that lacks sincerity and innovation. Its appearance and configuration have not many highlights, and its sales are naturally not particularly outstanding.

In addition to product factors, the slow improvement of Android application ecology is also the reason why many Android mobile phone manufacturers have a hard time. Unlike the AppStore with an audit mechanism, the permissions of Android applications have been abused all the time. Taking the three wake-up aircraft carrier groups of BAT as an example, not only does it not follow the Android design standards, but its applications are resident in the background and constantly wake-up each other is even more heinous. The hardware design lacks highlights, and the application experience is not satisfactory. It seems understandable that many users choose Apple phones instead.

After experiencing a decline in sales and profits, Samsung finally tried its best to offer S6/S6 Edge/S6 Edge+and Note5, all of which are outstanding. The excellent design, super performance and photos taken against the sky won back some users' hearts, but the sales were not as hot as expected. Even Samsung, a manufacturer that can control multiple key accessory supply chains, has suffered a profit decline, not to mention other mobile phone manufacturers.

In addition to Samsung, its Korean neighbor LG has the most say in the supply chain. However, LG's mobile phone department is also having a hard time. The net profit in the second fiscal quarter fell by 45% compared with the previous year, a staggering drop. However, after all, profits are still making money. HTC, which is also an old manufacturer, has a more difficult time. In the third fiscal quarter, the operating loss reached 4.94 billion New Taiwan Dollars (152 million US dollars), and then the company announced a 35% layoff. For a while, except for Apple, all major mobile phone manufacturers had a hard time, and the giants were still like this. Besides those new brands that took advantage of the Internet, today we will take stock of those once famous mobile phone brands that have disappeared.

Big Coke

Recently, the once popular Big Cola mobile phone was rumored to be bankrupt. The company may have entered the bankruptcy liquidation process. Its founder Ding Xiuhong has decided to resign, and the parent company of Big Cola, Yunchen Technology, has changed its legal person. At the same time, its agent factory Yunchen Jiye Communication Co., Ltd. had transferred its equity at the beginning of this year, and it was rumored that it was in arrears with several suppliers. Now the development of the mobile phone market has slowed down, and the life of small and medium-sized manufacturers will only become more and more difficult, and the threshold for smart phone entrepreneurship is increasing.

Pepper

I don't know when mobile phone brands began to name themselves after food. Pepper is one of them, just like its name. Pepper was once a very popular Internet brand, and quickly occupied a place in the low-end mobile phone market with its ultra-low price. Its logo and name are very conducive to the spread of the brand, and it has gradually accumulated some users. However, with the impact of Xiaomi's launch of red rice series and Meizu's Meilan series on the low-end market, Xiaochili's weakness in brand popularity has quickly flooded it, and now it is hard to see Xiaochili's shadow.

Orange Virtue

At the sight of this name, we can see how the Jie Cao mobile phone became popular. This name is enough gimmick. This brand, which came into being with the help of the Internet Dongfeng, won enough attention at birth. Low price and Internet marketing are its trumpets. When you see the brand, you should be able to roughly guess its copywriting style. From its name to copywriting, the machine is all from the Internet celebrity Shaolin nuns, with its humorous style. However, it has the same problem as other Internet mobile phone brands. First of all, there is no brand awareness. When people mention this brand, they are more likely to laugh it off as a joke; Secondly, the technical ability is insufficient, and the design scheme of the OEM is more adopted; Finally, although it seems that the marketing methods are similar to that of Xiaomi, which started Internet marketing, these manufacturers have neither supply chain nor channel advantages. It is not surprising that the Internet has become a hot topic, and the result is fruitless.

one hundred percent

One hundred percent also claimed to challenge Xiaomi's position. In 2013, Baidu made a strategic investment of one hundred percent and invested hundreds of millions, but one hundred percent still could not escape being eliminated from the market. One hundred percent chairman Xu Guoxiang once said that he had stopped making mobile phones and his mobile phone team had been disbanded. It is reported that the cost price of 100% mobile phones is 1450 yuan, but JD's purchase price is 750 yuan, and the sales volume is surprisingly low. Everyone does not know this new brand very well and dare not buy it easily. As a result, a vicious circle has formed. The lower the sales volume, the greater the inventory pressure, and Baidu has stopped additional investment. Baidu also terminated its cloud OS plan after 100% of its operations stopped.

Bovo

The founder of Bovo Mobile is Ren Jian, the former colleague of Lei Jun, the COO of Jinshan. He retired early and stayed at home. He chose to start his own business in 2011. In fact, Bovo Mobile started its own business earlier than Xiaomi. However, Bovo made several serious mistakes in design. The first choice was that Bovo chose Texas Instruments as the chip supplier instead of Qualcomm, which was in the ascendant, This also foreshadowed the failure of Bovo. Bovo has invested a lot of manpower and time in secondary development for Dezhou Instruments, but Dezhou Instruments announced its withdrawal from the mobile phone chip market in 2012 due to its low sales volume. When Bovo launched its mobile phone in 2012, the price was 2499, and Xiaomi mobile phone had released its second generation. Since then, Bovo, which has neither popularity nor price advantage, has suffered huge losses, and Ren Jian has also had to give up his mobile phone business.

THL

THL brand is derived from the first letter of three English words "Technology, Happy and Life", which means "technology creates a happy life". The early logo is quite like HTC. In fact, the signboard of the sports store looks like a vivid HTC at first. This mobile phone brand, which was born in Huaqiang North, once opened more than 300 direct stores in the country. At one time, its copycat logo spread all over the country, and the offline sales model also made this manufacturer with strong copycat style popular. However, since the second half of 2013, as emerging Internet manufacturers such as Xiaomi have increased their investment in the low-end market, the price butcher has not only forced competitors to retreat, but also forced a large number of counterfeit machines and small and medium-sized manufacturers to retreat. Of course, THL's business situation has also deteriorated, and physical stores have been closed on a large scale. By 2014, THL could hardly be seen. At the beginning of 2014, THL also experienced a change of control, all its physical stores were abolished and changed hands, and THL also basically withdrew from the domestic market.

Waveguide

”The classic advertisement of "Bird", a fighter in mobile phones, is still heard today. In the era of functional phones, Bird was once the leader of domestic mobile phone manufacturers, and has been the champion of local mobile phone sales for many years in a row. Many people's first mobile phone is Bird. However, pride is bound to defeat. The waveguide at the peak has not received enough attention in terms of technical shortcomings. If you are in this ever-changing market, you will be overtaken by latecomers if you are not careful. In addition to the problem of technical capability, Bird's maladjustment to modern sales channels is also a major reason for its rapid decline. In just a few years, the once thriving fighter planes have disappeared, replaced by Huawei, Xiaomi, Meizu and other e-commerce experts.