Why do mobile phone manufacturers prefer to be sub brands? What are the implications behind this?

Why is it necessary to create a glory with Huawei and a red rice with millet? Mobile phone manufacturers seem to prefer to be a sub brand. What is the meaning behind this. In fact, to sum up, the purpose of their sub brands is to make their own mobile phones differentiated and better occupy different mobile phone markets. < / P > < p > to tell the story of the sub brand, we should start with apple mobile phone. Back in June 2010, when jobs launched the iPhone 4, it was called faith by the majority of “fruit fans”. As a result, the iPhone 4 series of mobile phones quickly emerged in the market, and quickly occupied and monopolized the high-end mobile phone market. However, Huawei, Xiaomi and other mobile phone manufacturers did not dare and did not have the strength and hardness of apple. As a result, they could only choose the route of differentiated competition. If you go to your high-end market, I will focus on sinking market and explore low-end users. < p > < p > then, in November 2011, Xiaomi brought the first smart phone M1, which featured cost-effective, low price and high configuration. It was very competitive among mobile phones at the same price, which caused a rush buying boom at that time. Xiaomi also with this “cost-effective” play, quickly occupied the low-end mobile phone market. < p > < p > while Huawei is looking at Xiaomi’s hot sales in the middle and low-end market, apple and Samsung occupy the majority of the high-end mobile phone market. At that time, it was almost impossible for Huawei to compete with apple and Samsung in the high-end market. Therefore, in order to seize the middle and low-end market with Xiaomi, the sub brand of glory came into being. Huawei itself entered the high-end market, so that both sides could not be affected by the present. Once the sub brand of glory is launched, it will follow the route of high cost performance as Xiaomi. Facts have proved that Huawei is very right to launch the glory brand. With Huawei’s technical support behind it, glory mobile phone also focuses on cost performance. As a result, within a few years, glory mobile quickly occupied the middle and low-end mobile phone market originally belonging to Xiaomi, which is one of the reasons for the birth of glory mobile phone. < / P > < p > however, with Huawei mate series mobile phones making continuous breakthroughs in the high-end market and gradually gaining a firm foothold, Xiaomi here also realizes that the price method is not a long-term solution. So Xiaomi began to imitate Huawei’s practice and launched Hongmi series sub brands, so that their mobile phones can be differentiated. Xiaomi series focuses on high-end market, while Hongmi series continues to follow the “cost performance” route. < / P > < p > from the birth of the sub brands of Huawei and Xiaomi, we can see that the two ideas are completely opposite. Huawei has launched the glory sub brand because it wants to seize the middle and low-end market, so that Huawei mobile phones can compete freely in the high-end market. Xiaomi, on the other hand, keeps the original medium and low-end market by introducing red rice, while Xiaomi series aims to break through technical barriers and brand restrictions, so as to make Xiaomi mobile phones move to the high-end market. < p > < p > Huawei and Xiaomi are the first batch of manufacturers to launch sub brand strategy in China, and both of them are very successful, which points out a “bright road” for other mobile phone manufacturers. In recent years, Meizu, oppo, vivo and other mobile phone manufacturers have launched their own sub brands, among which Meizu is the most failed one. < p > < p > the Meilan mobile phone that Meizu once launched has a very good response in the market, and even can compete with Hongmi mobile phone at that time. Unfortunately, due to the intensified internal contradictions and inaccurate positioning of mobile phones, Meizu had to cut off the sub brand of Meilan in 2018, so as to return to the “small and beautiful” mobile phone development strategy. < / P > < p > take a look at oppo’s two sub brands, Yijia and realem. Their division of labor is also very clear. One Canada focuses on high-end products and overseas markets, while realme pays more attention to online cost performance and Indian market. Oppo itself focuses on the offline market, and occasionally produces high-end flagship and cost-effective flagship phones to enhance its brand image. < / P > < p > the model of vivo is similar to that of oppo, and there are sub brands of iqoo series. Iqoo also starts with cost performance. The mobile phones that have been launched are highly cost-effective, and the market response is also very good. However, from the iqoo5 series mobile phones released a few days ago, iqoo seems to intend to enter the high-end mobile phone market. After all, compared with iqoo5 series and Xiaomi 10 series, iqoo seems to have low cost performance. < / P > < p > in a word, the ultimate goal of mobile phone manufacturers to launch new sub brands is to obtain more market share, so that they can obtain more benefits. Launching sub brands is also a self breakthrough performance of mobile phone manufacturers. Straight screen S20! Samsung Galaxy S20 Fe exposure: 1Hz high brush + snapdragon 865