For example, there is brand imitation-Samsung imitates Samsung. ...
There are also many imitations of appearance and function.
Simulated mobile phone
It's the nickname of a certain brand of mobile phone. It is a mobile phone made by a small factory that does not have its own technology and relies entirely on manual workshops to assemble products. Its appearance is usually very similar to the popular products of some well-known first-line brands, and there are no more formal brands. Some even use the edge ball brands such as Sunyericcsun, NOKIR and SAMSING. These mobile phones are often called cottage phones, cottage phones.
Compared with smuggled mobile phones and shoddy refurbished mobile phones, shanzhai mobile phones seem to have a little more self-reliance.
The characteristics of the model are that most of them are based on MTK mobile phone platform, with five icons at the bottom of the screen, handwriting, loud ringing, and nominal battery (note that this is nominal, and the actual battery capacity of black mobile phones is generally 1/4) not less than 1800 mAh.
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.
Uneven workmanship, no obvious brand logo, Bluetooth, touch screen, MP4 and other words are common on the front or back of the fuselage.
I dare to print anything on the box except my real address.
In recent years, most of the unheard-of mobile phone brands are shanzhai mobile phones, which bring rolling financial resources for TV shopping.
These mobile phones are extremely rich in functions, extremely low in price, extremely novel in appearance and extremely unreliable in quality.
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.
Many strange technologies and designs are combined. These combinations may sometimes be infringing, but they realize various 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.
With the liberalization of state supervision, many cottage manufacturers have also "reformed" and launched their own brands.
At present, shanzhai mobile phone has entered a new stage and started to enter the field of smart phones, but the cpu used is low and the memory is small, but the price is quite cheap.
The Historical Origin and Development of Domestic Shanzhai Mobile Phone
N95 is the king of Nokia at present, and the price of China Telecom is 5900 yuan. Many mobile phone players like this phone, but they can only flinch at the high price. Because I like it, I noticed a student-like boy holding an "N95" in his hand, and the reporter leaned in to cast an envious look. "How much did you pay for the N95?" 1000 points, imitation,' shanzhai mobile phone'!
The reporter was shocked and took the "cottage phone" in the boy's hand and looked at it carefully. After reading it, I have to admire the skill of the "cottage mobile phone" manufacturers. "Like, too like, absolutely imitation!" 95% similarity, big screen, camera, audio and video playback functions are the same, but the price difference is several times that of the real machine. These "cottage phones" from underground factories in Shenzhen and Panyu, Guangdong, were denounced as "black phones" by orthodox manufacturers, thus wandering the rivers and lakes and eroding the market share of orthodox manufacturers.
60% of shanzhai mobile phones have been delisted because of this severe storm, and the profit of stand-alone mobile phones has dropped sharply.
Shenzhen once again rectified "shanzhai mobile phones" on a large scale, with 60% to 70% of shanzhai mobile phone manufacturers quitting, and the profit of single-machine dropped from 100 yuan at the peak to 30 yuan and 50 yuan. However, people in the industry said that the market demand still exists, and "strike hard" may bring a little "vitality" to aircraft manufacturers. Industry insiders estimate that the shipment of cottage machines may exceed 220 million units this year.
The conclusion is that in any field of consumer goods, with the maturity of this industry, the number of enterprises left behind will not increase, but will only decrease; Those who stay must be large enterprises, not small enterprises; It will only be a regular army, not a miscellaneous army. Of course, I'm not saying that small enterprises can't stand out under the oppression of big enterprises, but it must be through the innovation and progress of technology and business model in the true sense, and it is impossible to rely solely on the brutal and rude cottage uprising.
[Edit this paragraph] The past life of "shanzhai mobile phone"
Shanzhai-is the latest name for counterfeit products, and it has also become the business vocabulary with the highest media attention recently. Shanzhai is the brand name given by the manufacturer himself, or imitates the function and style of the brand mobile phone. Fake cars are imitations and transformations of internationally famous brands by some small workshop-style manufacturers by taking advantage of the government's management negligence, and their imitation degree has caused infringement to imitators. Because of evading government management, shanzhai people don't have to pay value-added tax, at the same time, they don't have to spend money on research and development products, and there are no expenses such as advertising and promotion. Nowadays, shanzhai people have set off a powerful market shock wave and sent a fatal blow to brand products.
The end of the mobile phone license system has ushered in a vigorous spring for shanzhai mobile phones. Now all major media are busy discussing the innovative model, competitive advantage and desirable experience of shanzhai mobile phones. At the same time, a large number of domestic websites have adopted the same cottage strategy, imitating successful foreign websites such as Facebook and Youtube, and gained a large number of users and even a large amount of investment.
"When it comes to cottage phones, we must mention the MTK chip they share," Mr. Fang of the marketing department of Shouxin Group told reporters. MTK is a chip manufacturer in Taiwan Province. Its Chinese name is Lianfa Technology Co., Ltd. and its English name is MediaTek. It is this company founded in 1997 that was once rated as "Top 50 Asian Enterprises" by Forbes magazine. The MTK mobile phone chip they developed shocked the whole mobile phone industry chain.
Mr. Fang told reporters that MTK chips integrate mobile phone motherboards and software and sell them together. Anyone can produce a mobile phone from the "semi-finished" mobile phone provided by MTK as long as the shell and battery are added, so some small workshops began to make mobile phones publicly. Just like you go to the market to buy a computer compatible machine. CPU, memory, hard disk and graphics card are all ready for you. You just need to tighten them. The only hardware you can choose is the chassis, which corresponds to the difference between the mobile phone and the shell. This is why there are so many "cottage phones" with the same function but slightly different shells on the market.
What function do you want? Camera, MP3, MP4, memory card support, touch screen, Bluetooth, you can think of any function. Most importantly, it's cheap, very cheap. It is said that a set of such system costs only 300-400 yuan in Shenzhen.
June 5438+October 2007 10, the system of "mobile phone license" which had been implemented for nine years was cancelled, and the "black" on "fake mobile phones" gradually faded, and "fake mobile phones" became regular troops. When the "shanzhai mobile phone" is in full swing, several well-known domestic brands finally can't sit still, and they turn to the competitive strategy of "shanzhai mobile phone" one after another: adopting MTK scheme, playing handwritten cards with large screen, multiple speakers and full screen, and striving for their own market share.
A new domestic mobile phone brand quickly seized the market share. By the end of the year, the actual sales of the brand actually surpassed Samsung, Sony Ericsson, Motorola and LG. This is Tianyu, an unknown cottage manufacturer.
As a regular army of "cottage mobile phones", Tianyu is invincible. At that time, the most popular TCL, Konka and Bird in China disappeared one after another. According to industry insiders who have visited Tianyu production line, the quality inspection requirements of Tianyu mobile phone are 2-3 times higher than the national standard, that is to say, every Tianyu product has absolute quality assurance. The combination of MTK and shanzhai has finally come to fruition.
"Shanzhai mobile phone" is mainly aimed at rural areas and secondary and tertiary markets.
"Surrounding the city from the countryside" is the marketing strategy of "shanzhai mobile phone", which can not only effectively avoid direct competition with international brands such as Nokia, Samsung and Motorola, but also take advantage of its powerful functions and low prices to confront domestic manufacturers. The reporter once talked with people from all walks of life with different identities, incomes and status about whether they would buy a "cottage phone". The results show that students and low-income migrant workers are more likely to accept "cottage mobile phones", which also shows that "cottage mobile phones" still have their market space.
In small and medium-sized cities and rural markets, consumers tend to pay more attention to the function and appearance of mobile phones, and their demands for brands are relatively low, which makes "cottage mobile phones" see opportunities. However, foreign brands pay much less attention to the rural market and compete with domestic brands in the third-and fourth-tier markets. "Shanzhai mobile phone" has strong functional advantages and price advantages, so the bosses of Bird mobile phone and Amoi mobile phone once shouted losses because of "black mobile phone".
The most criticized thing about "shanzhai mobile phone" is the quality problem. According to industry insiders, while the low-priced "cottage mobile phone" carries out strategies such as "replace it if it breaks down" and "it is not a pity to throw it away at an ultra-low price", some manufacturers also carry out "experiential marketing". "shanzhai mobile phone" generally allows consumers to experience the use at a lower cost and let them feel the functions and services of "shanzhai mobile phone" before they can participate in the "profit plan". For example, if you buy a fake mobile phone, you can get a "sharing discount card". When you introduce this card to your friends, they will get a price discount, and you can also get some cash.
After several years of intensive cultivation of the vast rural areas and the secondary and tertiary markets, the "cottage mobile phone" has actually gained a firm foothold. It is understood that some domestic mobile phone brands are envious of "cottage phones", but they have also turned to the cottage camp. Only Amoi struggled on the road of independent research and development, and Amoi also made a "different" advertisement for this.
Where is the way of "shanzhai mobile phone"
The colorful mobile phone market near Beijing Women's Street always seems to be crowded. "Shanzhai mobile phone" is booming in rows of counters, and "touch screen, multifunction and affordable" has become the mantra of stall owners to attract business.
However, a serious problem faced by "shanzhai mobile phone" is that some unscrupulous manufacturers make shoddy products and frequent product quality problems; Secondly, "shanzhai mobile phone" has no core technology, imitates the appearance of hot-selling models, and also faces intellectual property problems. As an expert from the Ministry of Industry and Information Technology said, there are three difficulties in managing "cottage mobile phones": it is difficult to supervise-dealers fight guerrilla warfare; Difficult supervision-market promoters are not self-disciplined and allow "shanzhai" to enter and exit; Difficult to coordinate-a considerable proportion of consumers choose "cottage phones" to buy. At the recent R&D conference of the mobile phone industry, industry experts said that relevant departments should introduce laws and regulations as soon as possible, and the departments of industry and commerce, public security, customs and copyright should jointly regulate the mobile phone market to prevent the proliferation of "cottage phones" from the source.
At the same time, some powerful "shanzhai mobile phone" enterprises, such as Tianyu, have begun to establish their own brands and adopt a standardized model, R&D, to produce and promote shanzhai mobile phones, which is the right way.
The fate of "shanzhai mobile phone" will continue to be concerned by consumers.
Why don't the shanzhai machine want to recruit?
When it comes to the word "woo", people often think of Liangshan hero Song Jiang first. Song Jiang could have led his brothers to the end of the cottage road, but in order to whitewash their identity and that of their brothers, he became a court minister who could worship their ancestors. Finally, he knelt down to the emperor of the dynasty with a charming smile and lowered his once boiling head. And the result? Instead of seeking a bright future for his brothers, he took the brothers who fought with him to the road of death. I wonder if Song Jiang ever regretted his choice before he died?
It's too late to regret, everything has become history.
Recently, it was reported that the government intends to extend an olive branch to win over the cottage. In this regard, a cottage owner shook his head and made it clear: We don't want to be recruited. If you don't do it, it's a dead end. What about it? Die faster! We'd rather live a little longer.
Why does the cottage owner think that he will die faster after being recruited? He explained that although the relevant state departments have taken active measures to reduce the cost and time of mobile phone testing, this strength is still far from their ideal value. Similarly, to make a mobile phone, one needs hundreds of thousands of testing fees and several months of waiting time, and the other needs nothing. After that, it will be listed directly. If you are a manufacturer, which method do you choose? Wouldn't it be better for consumers to benefit from this testing fee and leave this time for consumers to enjoy the update of mobile phone functions and appearance in advance? As an enterprise, of course, we are willing to wash white and do business seriously, but is the regular domestic mobile phone "white" enough? How did they end up? The ending is faster and more tragic than the cottage. Such a living example is before us. Do you still need a knockoff machine to choose with your head? Making the enterprise bigger and stronger in vain is definitely the biggest ideal of the cottage enterprise, but the question is, how can it be successfully washed without certain economic strength? Most cottage machines can only choose to continue to "cottage", and a few big cottage owners may be able to successfully wash their feet ashore, but it will definitely cost a considerable amount of money. No one can guarantee whether the future will be smooth after landing.
The author also checked netizens' messages about shanzhai mobile phones in forums such as Netease and Sina. Surprisingly, when regular mobile phone companies and the media bombarded shanzhai mobile phones, netizens stood on the side of shanzhai mobile phones with unusual unity. The author summarizes the reasons why netizens support shanzhai are as follows:
First, the quality of shanzhai mobile phones is not as bad as media criticism. Some netizens even think that shanzhai mobile phones are better than some regular brands, with more functions and better appearance. As for after-sales service, anyway, the after-sales service of the regular army is not so good, and it is no different, not to mention some knockoffs are still after-sales!
Second, the price of the cottage machine is really affordable. Some netizens are even grateful for the cottage, saying that if there is no cottage, maybe the mobile phone is still selling computers. For example, when the cottage machine didn't come out, some mobile phones sold for five or six thousand yuan. As soon as the cottage machine came out, those mobile phones could buy more than 1000 pieces, saving money for consumers, and the contribution of the cottage machine was indispensable.
Third, the cottage machine is very innovative, not afraid of losing face and low profit, realizing all the functions that can be realized and meeting all the needs of consumers as much as possible. Even if consumers have no demand for the time being, they can create it, but they just can't think of it. This kind of grassroots culture is obviously more popular with consumers, more competitive and more in line with market demand than that kind of serious, self-righteous and procrastinating bureaucratic culture. So it is more recognized by netizens. Some netizens even said: "Learning agriculture is a big village, and learning industry is a cottage." It seems that the spirit of shanzhai has been deeply rooted in people's hearts. Maybe some people used to think that people who buy fake mobile phones are consumers in the third-and fourth-tier markets, with no education and no money. Now this idea is out of date. Can you think that so many netizens in big cities such as Beijing and Shanghai are masters without money and education? At least judging from their writing and analysis, they are quite level and insightful.
There are obstacles in testing cost and time, and there are examples of the death of regular domestic mobile phones. Without it, there is strong support from consumers and market demand, and there is the advantage of "the boat is small and easy to turn around". How can the shanzhai be willing to recruit people?
Three advantages of shanzhai mobile phone
1, super comprehensive: 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 function, as long as MTK comes out.
2. Strong standby capacity: As we all know, shanzhai phones have strong standby capacity, and the battery capacity is increasing. Not long ago, a mobile phone named ZJ268 set a historical record with a battery capacity of 32,800 mAh, and the stunt of being able to stand by for two years was even more staggering.
3. Low price: The price factor is definitely the strongest killer in the competition between shanzhai mobile phones and big-name manufacturers. Maybe Nokia can only buy a low-end mobile phone, which is enough to buy a full-featured cottage phone.
Four Disadvantages of Shanzhai Mobile Phone
1, radiation: the biggest disadvantage of shanzhai mobile phone is radiation! Consumers can't know how much radiation their mobile phones have, so the harm of radiation is self-evident [tumor, cancer, deformity, nervous system disorder, etc.]. Major mobile phone brands have published their own mobile phone radiation value [SAR] on official website. The radiation of mobile phones produced by these big factories is within the acceptable range of human body. The reason why genuine parallel mobile phones can't be listed in the formal channels is that they have some functions with relatively large radiation, such as WIFI, so the radiation exceeds the standard [China's mobile phone radiation standard is 1.0w/kg], so they can't enter the formal channels. It is conceivable that the radiation of the ultra-high power speaker of the cottage phone, and the radiation of the motherboard and ultra-high capacity battery of the cottage phone can not be ignored.
2, explosion: shanzhai mobile phone batteries are generally relatively large, why the capacity of mobile phone batteries produced by regular manufacturers is relatively small, because mobile phone batteries can cause explosions in some circumstances, and cases of mobile phone explosions are not uncommon, while the motherboard and chassis of shanzhai mobile phones are not necessarily flame retardant or heat insulating, which increases the possibility of explosion. Regular manufacturers not only consider standby time, but also consider the safety of consumers. Many mobile phone websites have reported the explosion experiment of mobile phone batteries, and compared the heating of various mobile phone batteries with legends. The batteries produced by regular manufacturers only smoke and burst, while the cottage batteries have blown up the whole experimental site, and the "power" can be comparable to that of detonators. I don't think anyone wants to take a bomb that will explode at any time.
3. Smell: Cheap materials are generally used in the packaging, motherboard, shell and battery of shanzhai mobile phones, and the gas generated may be harmful to human body. This is by no means alarmist. The harm of decoration to human body has long been recognized. Why must the bird's nest be decorated with VOC-up paint? It is because general materials are harmful to human body!
4. Market: It seems that the cottage has brought competition to regular manufacturers and stimulated them to lower their prices. In fact, the knockoffs bring unfair market competition and chaotic market order, which makes regular manufacturers lose confidence in the market, lose motivation for scientific research, make big manufacturers reduce scientific research expenditure, make some regular manufacturers unable to move, and ultimately hurt consumers.
Zhan shanzhai intelligent Ji
Recent 65438+February: CCTV survey: the infringement phenomenon of cottage machines flooding the store is very serious.
CCTV News (news 30 points): The word "shanzhai" mobile phone must have been heard by many viewers. These assembled or copied mobile phones are very cheap and are favored by many people. As a result, in some cities, a market specializing in cottage phones has also formed.
Reporter: Behind me is Beijing Muxiyuan mobile phone wholesale market. There are hundreds of mobile phone kiosks and a cheap mobile phone cottage. How is its market sales? Let's have a look.
According to some merchants, tens of thousands of people enter and leave this market every day. Buyers come from all parts of North China, and many people come for the shanzhai.
Merchant: What's the name of this one? Duke, the one that imitates the Earl, Samsung's, the one that imitates the Earl, how much is this one, 650 yuan, how much is the Earl, more than 6,000 yuan, how long is the warranty, one year, will you repair it? Yes, how many sets can you sell a day, more than a dozen sets, is this a knockoff machine?
Not far from Fangshitong Science and Technology Square, there is also a mobile phone shop called Nanxi Technology. The reporter also found a large number of fake mobile phones here.
Merchant: This imitation is different from the real one, definitely different, including camera pixels and definition. No wonder it is so cheap. Everyone knows that it is thousands or hundreds of fakes, which sells well. This, of course. Why? It's too cheap. If the bluff is true.
At present, the genuine Apple mobile phone costs more than 4,000 yuan, while the fake Apple mobile phone can be obtained as long as it is in 800 yuan. Merchants say that this "cottage" apple can sell more than a dozen units a day in their place, and manufacturers can ship more than 2,000 units a day.
Merchant: Have you tested it? If not, can it be listed? Parallel imports cannot be listed either, but this is a parallel market.
It is understood that this kind of mobile phone market exists in Tianjin, Nanjing, Shenzhen and Shanghai, and most of the products come from Shenzhen. Most of these cottage phones have not been tested, the quality cannot be guaranteed, and there is no after-sales service. However, the cottage phone can't be said to have no technical content. The reporter found that almost all shanzhai mobile phones are marked with advanced configurations such as "long standby, dual card dual standby, multi-pixel camera", and even have additional functions such as subwoofer, SLR lens and gamepad. The producer is digging his brain, so to speak. But the main problem they face is infringement.
Yu Dong, a researcher at the Intellectual Property Research Center of China University of Political Science and Law: Shanzhai mobile phones have existed for some time. If their functions are similar to those of other mobile phones, if their designs are similar, (if they can be sold to the outside world, are they combined and infringed? Some people's mobile phones have the patent of the whole mobile phone, and if they meet the patent requirements, you constitute infringement.
At the same time, experts pointed out that if you make your innovation reach a certain level through imitation, you can also protect your intellectual property rights by applying for a patent. In Shenzhen, some mobile phone manufacturers with shanzhai background have made their own brands, and their products have even been sold abroad. And if you blindly copy other people's appearance and technology, or even directly OEM fraud, it will eventually be prohibited by law.
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