360 released the first security flagship phone Q5 and Q5 Plus, the price ranged from 1999 yuan to 2799 yuan. I watched the conference on the spot and participated in an exclusive interview with Zhou Hongyi and Zhu Fanghao.
After the meeting, I felt a lot of thoughts. This article talks about my views on making safe mobile phones for 360 mobile phones.
360 mobile phones are no longer "great"
Zhou Hongyi’s reflection on his mobile phone is “starting early in the morning and catching up with a late collectionâ€. In 2012, he launched the 360 ​​special machine and entered the mobile phone market, but it ended in failure. At that time, it was the big vent of the mobile phone market. In the words of Lei Jun, "the pigs can fly."
In 2015, the mobile phone market was no longer popular, and Zhou Hongyi was late. At the beginning, he chose a "Qi Cool" brand, but on June 15, 2016, Zhou Hongyi announced that he would abandon the Qiku brand, switch to 360 mobile phone, and launched the brand Slogan: safe and fearless.
And also drawn out three series of 360 mobile phones: F (comfort), N (fast), Q (quality). At that time, when I saw this huge change in 360 mobile phones, I once guessed that Zhou Hongyi was the advocate of the "positioning" theory.
In the interview after the 360 ​​mobile phone Q5 conference, my guess was confirmed. Zhou Hongyi repeatedly mentioned that 360 mobile phones must find their unique positioning in the fierce homogenization competition.
The Q5 and Q5 Plus products are truly catering to the "safe and fearless" positioning. Zhou Hongyi said that this is the return to the beginning. No longer greedy, not much sales. It is the ultimate in one aspect, that is, the safety of near-perverted.
How much "perverted" is the security of this phone? Malicious unlocking will be taken by the camera, the SIM card gray automatic lock machine, and the malicious plug data cable to disable the data interface. .. .. various details of the safe use of mobile phones.
Communicating with a media friend in a cell phone circle, he was also shocked by these "metamorphic" security features. Gionee and Cool, which are also known as safe mobile phones, did not do this at all in terms of security details.
Obviously, 360 mobile phones are no longer greedy, but focus on security.
It is compromise and wisdom
It may be because of the three-day press conference. Zhou Hongyi looked tired when interviewed after the meeting.
The mobile phone market is no longer turbulent and the competition is fierce. The former star Xiaomi mobile phone is no longer in the momentum, Lei Jun personally manages the R&D and supply chain. As a latecomer, the 360 ​​mobile phone has experienced brand repositioning, research and development, supply chain management, and entanglement with Coolpad, so it is not easy to be sure.
When the growth of the global mobile phone market is slowing down and the pressure of competition is huge, is there a chance for new mobile phone brands to make mobile phones for all users?
This problem should always be in the heart of Zhou Hongyi, and it must be in the heart of the hammer and the hearts of one plus, and the contraction strategy will give up all offline channels.
The release of the 360 ​​mobile phone Q5 and the remarks of Zhou Hongyi's return to the original heart seem to prove that he wants to know what to do with the 360 ​​mobile phone.
In an interview, Zhou Hongyi said: "This phone, I want to achieve profitability under the premise of optimal quality." At the same time, he once again reflected that the "hardware free service charge" theory he had proposed was difficult at this stage. Realization, and said that the company known as the eco-mobile phone said "not understanding."
Focus on differentiated markets and people, use outstanding products to gain recognition from specific groups of users, and ensure profitability. Only in this way is a virtuous circle, profit-investment-profit-re-investment, so that the cycle can make the company develop more steadily. And this is also the simplest and most effective way for companies to operate.
This focus on specific markets is applicable in many industries. For example, in the automotive market, the Volvo car, which is the main safety, has always had a loyal user base, although it cannot be compared with Toyota and Volkswagen.
In the laundry liquid market, brands such as P&G control most of the market, but in the baby laundry liquid and women's special laundry liquid market, there are companies that can live well.
Finding your own users in the cracks of powerful opponents is a compromise and a competitive wisdom.
In addition, the era of manufacturing goods for the masses has been changed by the rise of the online community, and niche is rising. In the book "Niche Behavior", Oxford scholar James Haggin said that "the strategy of selling everything to everyone does not work, because no product can monopolize the public's attention."
Is there really a need for a secure mobile phone?
Some people also expressed doubts about the market demand for secure mobile phones. It is believed that ordinary mobile phone users can install a security software to realize fraudulent SMS, fraudulent phone calls, and Trojan virus interception. Therefore, the professional security mobile phone market may only have political and business groups.
In this regard, Zhou Hongyi also agreed that the ultimate and demanding security needs are niche. He also said that it is very difficult to build a mobile phone that everyone can buy. Even Apple and Samsung have become ineffective.
But 360 not only has user security, but also enterprise-level security and military security, and these groups need professional security phones. There is no professional security company in the market to do such a product, this is the opportunity of 360.
This also reminds me of Huawei and ZTE, using their relationship with operators to build base stations and switch devices, allowing operators to customize their mobile phones. Similarly, Zhou Hongyi is also a similar idea, through the enterprise-level security business and channels to sell secure mobile phones, security phones also seem to be a module of 360 enterprise-level security services.
Obviously, selling secure phones to these users will be simpler and cheaper than selling to the 2C market, without the need for celebrity endorsements and large-scale advertising. After the elite groups in these societies use secure mobile phones, they will form a brand endorsement and word-of-mouth effect, which is conducive to the sales of online and social channels.
In the speech, Zhou Hongyi and Zhu Fanghao repeatedly stressed that this secure mobile phone is not a "stupid black and thick", but a Qualcomm 820 processor, 128G flash memory, dual-camera photo, front 13 million soft light shooting, fast charging, etc. Top-featured phones.
This also means that even users who don't pay much attention to the ultimate security can use this phone to get a good experience, and from the price point of view, this top-of-the-line Q5 Plus is also very cost-effective, while the Q5 only costs 1999 yuan.
The M6, which is also the main political and business person, sells for 2,899 yuan for the M6 ​​and 10,000 yuan for the 8848 mobile phone.
Written here, we seem to be able to feel the huge changes in the 360 ​​mobile phone strategy: from Samsung, Apple, Huawei, OPPO to the masses to sell mobile phones to compete, first affect those who have the ultimate need for security, and then use them The influence drives others to use 360 ​​security phones.
In the interview, I asked Zhou Hongyi, I want to know what strategy he intends to use to interpret the ultimate security of the Q5 series? For example, political and business celebrity endorsements? Movie implantation? Ad serving?
After all, the 360 ​​mobile phone Q5 series still adopts the sales methods of online and offline channels such as Jingdong, Tmall, and Ai Shide, so traditional marketing is still essential.
How about 360 mobile phone Q5, Q5 Plus can sell? Will the F and N series also join the functions of some Q5 security phones? Will the Q5 series create an amazing effect like the Huawei Mate7? These are all to be verified.
From a theoretical analysis, Zhou Hongyi and Zhu Fanghao have found a unique model for their own mobile phones. Once they have passed through, it is the opening of a new category and the first in "Positioning", jumping out of the Red Sea.
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