Article | Dynamic Point Technology
Author | Huang Chen
Recently, Xiaomi released its second quarter financial report. Both domestic and foreign businesses performed outstandingly. Apple firmly grasped the top spot in the high-end market, Although Huawei is still short of cores, with its brand influence, it still stands firm in the mobile phone market... Huawei's OV and Apple's five-strong competition for hegemony is unbreakable. However, TCL , which has always had a say in the home appliance market, especially large-screen products such as TVs, launched a 5G mobile phone, Thunderbird FF1, through its Internet large-screen brand “Thunderbird” at the press conference yesterday.
The configuration of this phone is more conventional. The blogger of the processor revealed that it is Qualcomm Snapdragon 690. There are two versions of 8GB+128GB and 8GB+256GB, priced at 2499 yuan and 2799 yuan, respectively. There are many types of phones in this price segment. , The price/performance ratio of this model is not high for the same configuration.
Many new-generation consumers may be unfamiliar with TCL mobile phones, not to mention Thunderbird, but for a long time, TCL has been exhausting its communication business, but in any case, TCL’s mobile phone business is still fading in China. Only in overseas there are some small shares.
's persistent TCL
In November last year, it was reported that Huawei had sold "Glory" to an alliance including Digital China , TCL, and three state-owned enterprises at a price of 100 billion yuan. Then the dust on the sale of Honor was settled, and a company composed of distributors bought it, and TCL did not become a shareholder of Honor.
In fact, the reason why TCL pays so much attention to the mobile phone industry is because it successfully obtained a mobile phone license issued by the Ministry of Industry and Information Technology as early as 1999. In 2003, TCL mobile phone sales reached 9.66 million units, ranking second in market share. In 2005, TCL Communication replaced the 45% equity of T&A held by Alcatel with a 4.8% equity.By absorbing and merging T&A, TCL wholly owns two companies, TCL Communications and T&A, and successfully entered overseas markets such as Europe and the United States with the help of Alcatel’s brand influence.
However, in the domestic market, TCL's mobile phones did not have too many consumers to buy it. At that time, Motorola, , Nokia dominated the Chinese market, and Samsung and Sony Ericsson entered the game. The rise of "China Coollink", TCL Life in the country is not easy. According to statistics, in 2006, TCL's sales in the domestic mobile phone market ranked only 9th, with a market share of 1.9%.
When the iPhone turned out and Android devices became popular, even the veteran giant Nokia had to sell its mobile phone business. TCL mobile phones have long been forgotten by consumers. In the era of mobile Internet, TCL has also launched several mobile phones, but the market has received little response.
TCL Group mentioned in its 2015 annual report that TCL Communications is the world's fifth largest provider of mobile terminal products, with a cumulative annual sales of more than 80 million mobile phones. However, in 2016, the annual report showed that TCL Communication achieved sales revenue of 20.39 billion yuan, a year-on-year decrease of 15.8%; profit was -474 million yuan.
In the first half of 2017, TCL Communications achieved a total sales volume of 21.169 million communication equipment and other products, a year-on-year decrease of 36.2%; sales revenue was RMB 6.87 billion, a year-on-year decrease of 26.1%; affected by the continued downturn in the overseas mobile phone market, internal organization and business The phased impact of the reorganization resulted in a loss of 852 million yuan. Since then, there have been various rumors of delisting and resale. Although TCL still indirectly controls TCL Communications, the mobile phone business has basically faded out of the domestic users' vision.
Lessons from the past
In fact, TCL’s difficult brothers are , Lenovo and , Gree .Before 2014, in the era when operator channels dominated mobile phone sales, "China Coollink" occupied an important position in the domestic Android market. However, as the subsidy of operators subsided, among the four manufacturers, except for Huawei, the successful transformation, Lenovo and ZTE were gradually marginalized, and coolpad had disappeared.
Since 2018, although Lenovo has successively launched a series of mobile phone products with its "machine sea tactics", it has received short-term attention, and has even "touched porcelain" several times to market Xiaomi. However, sales in the Chinese market are sluggish. Even after acquiring and Motorola , it is still classified as an Others manufacturer, which is not the same as the shipments of several other major top manufacturers.
Another person who is more obsessed with the mobile phone business is Gree. Since entering the mobile phone market in early 2015, Gree has released four products, but none of them succeeded. Even most consumers do not know that Gree still makes mobile phones. A few years ago, many Gree employees even put Gree mobile phones as year-end gifts on Xianyu for sale at very low prices. After Dong Mingzhu was furious after learning about it, he conducted a thorough investigation within the company and asked employees to bring Gree mobile phones to the company to report after the holiday, so some employees had to go to Xianyu to purchase the sold Gree mobile phone at a high price.
However, even if you are persistent like Dong Mingzhu, you have rarely mentioned the mobile phone business now. TCL, also in the home appliance industry, has paid at least one billion for the mobile phone business, but Li Dongsheng once said that he would not give up the mobile phone business.
Conclusion
TCL communication has undergone a series of integration and adjustments, and it is now at the end of the battle, and the Chinese mobile phone market has basically no gaps in terms of products, prices, brands, and channels, even if you want to start from the low end. Start with the market, break through with new brands, and gradually resolve the dilemma. In the end, consumers will not buy it, and it will only become a mere formality.
The smartphone dividend period has passed, and the market layout is basically divided.TCL is booming in the big-screen market, so why continue to wander through the muddy waters of smartphones?
This article is an original article by a journalist from Dynamic Point. It is not allowed to be reproduced without authorization. If you need to reproduce or open a blank, please reply "reproduced" in the background.
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