"Shanzhai Machine" literally means Shanzhai-in Shanzhai, escaping from government management. They either take a brand name by the manufacturer himself or imitate the function and style of the brand mobile phone; Because we avoid government management, we don't pay value-added tax and sales tax, and at the same time we don't have to spend money on research and development products, and there are no expenses such as advertising and promotion. Coupled with successful cost control and flexible distribution methods, their terminal retail prices are often only 1/2 to 1/3 of brand mobile phones.

The manufacturers who assemble these mobile phones are neither underground processing plants nor regular troops.

Shanzhai machine is more called "three-yard machine". The so-called three-code machine is the IMEI serial code inside the mobile phone, the serial code under the battery on the back of the mobile phone and the serial code on the packaging box, which is "three codes in one". Of course, these serial codes are all forged. Even the so-called "five-code machine" with network access card, three-package card and IMEI code on the invoice, although it seems to be a regular licensed product, can also be sold in regular channels, but their sources are also very suspicious. "Some large mobile phone manufacturers will obtain network access licenses and 3C certifications through proper channels, and then resell' cards'. As long as you give them money, you can make the mobile phone' turn positive' after OEM and testing. "

[Edit this paragraph] function

1. Model features that most of them are based on MTK mobile phone platform, with five icons at the bottom of the screen, handwriting, loud ringtones, and nominal battery (note that this is nominal, and the actual battery capacity of black mobile phones is generally 1/4- 1/3) not less than 1800 mAh, or even more.

Dare to print anything on the box except your real address.

3. No VAT, sales tax, product research and development, advertising, promotion and other expenses; Many quality standards are at the expense of avoiding network access detection and certification inspection, so the quality level can not be guaranteed at all, and there is no guarantee after sale.

4. It looks very cost-effective. Shanzhai machines are often suspected of imitating famous brands, but they are often more functional and cheaper.

5. Uneven workmanship, no obvious brand logo, and the words "Bluetooth". Touch screen. MP4 "is common on the front or back of the fuselage.

6. These mobile phones are extremely rich in functions, extremely low in price, extremely novel in appearance and extremely unreliable in quality.

[Edit this paragraph] Advantages

1, super comprehensive function

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, as long as MTK comes out. Although this comprehensive functional configuration is easy to realize in some well-known big-name manufacturers, the cost is an unavoidable problem. Although the development time is not too long, the function of the cottage machine can be said to have reached a point where only you can't think of it and no one else can't do it. Built-in dry battery, built-in Bluetooth headset, eight speakers and other powerful functional configurations are nothing new. I believe that more functions that we have never heard of will continue to emerge.

2. Strong standby ability

As we all know, shanzhai mobile phones have strong standby capacity and increasing battery capacity. Not long ago, a mobile phone named ZJ268 set a historical record of 32,800 mAh battery capacity, and the stunt of standby for two years was even more staggering. In fact, the advantage of strong standby capability of shanzhai mobile phone is worth learning from domestic brands and international manufacturers. Of course, it should be noted that the battery capacity of the cottage has many grandiose components.

3, the price is low

The price factor is definitely the strongest killer in the competition between shanzhai and big-name manufacturers. Maybe Nokia can only buy a low-end mobile phone, which is enough to buy a fully functional cottage. This is absolutely attractive to an ordinary person who doesn't know much about mobile phones. The price of the cottage can be so low, thanks to the cheap and comprehensive MTK scheme. According to industry sources, the cost of a cottage machine with comprehensive functions is generally around several hundred yuan. And this is exactly what international manufacturers can't do. I believe this advantage of shanzhai will be maintained for quite a long time.

[Edit this paragraph] Disadvantages

1, the quality cannot be guaranteed.

Due to the convenience brought by MTK scheme, some small factories with small production scale and rough production technology also have the ability to directly produce mobile phones, which directly leads to the quality problem becoming the biggest uncertain factor of the cottage machine. Although this is not MTK's own problem, it still belongs to the mobile phone itself. The maintenance of shanzhai phones has always been the most worrying thing, but because of the low cost, sellers generally adopt a direct replacement solution. In addition, many manufacturers and mobile phone repairers have formed a cooperative relationship, and the sold mobile phones generally provide one-year warranty service, which effectively solves the after-sales problem of shanzhai mobile phones and makes consumers dare to buy them.

2, plagiarism is serious

Copying the product design of internationally renowned brands can be said to be the most common phenomenon in shanzhai at present. Apple iPhone, Nokia N95, N82 and other high-end products are doomed, and these products can generally achieve good sales results. On legal issues, it may cause infringement on the intellectual property rights of well-known brand machines. Of course, there are also many plagiarists who make further innovations and improvements on the basis of plagiarism, and some functions even make brand-name machines ashamed, such as 8 megapixel mobile phones, cigarette lighter mobile phones and banknote checker mobile phones. These are all innovations.

3, all but not refined

As I have mentioned before, the comprehensive function is a big advantage of the cottage machine. Although this is an indisputable fact, at the same time, another problem has become increasingly prominent, that is, although the cottage can do everything, it is not good at everything. Indeed, this problem has now become the biggest limitation of MTK plan. We have hardly seen a cottage equipped with a high-end camera. The legendary 300,000-pixel Golden Apple LV9 18 lens with variable light is the best evidence, and even when playing video or MP3, the sound quality has become the focus of controversy. You see, although it is fully functional, there are still many defects in the cottage.

4, security risks

The general battery capacity of shanzhai mobile phones is 4800 mAh, and it is 3500 mAh everywhere. The radiation of shanzhai mobile phone has not been detected by the relevant national institutions, and there are certain security risks.

5. Built-in charge trap

Shanzhai machine has built-in SP charging trap. After the reorganization of the former Ministry of Information Industry, big-brand mobile phones consciously no longer have built-in SP service, and cottage mobile phones are different, but they are popular. This SP trap may appear in "Change Wallpaper" and "Video Play" of the setting options. Accidentally arrived, resulting in related expenses directly, without any charging tips and secondary confirmation.

6. The safety factor of accessories is not high.

The accessories of shanzhai mobile phone are of poor quality. Many mobile phones are turned off for a period of time or charge alarms because of the quality of accessories. Batteries burn easily.

7. Cell phone radiation cannot be guaranteed.

Compared with regular mobile phones, many "cottage phones" cannot guarantee the radiation of mobile phones. Regular manufacturers need to undergo professional testing, and the radiation of mobile phones should be controlled within the scope stipulated by the industry. However, from its own characteristics, it is difficult to ensure that radiation meets the requirements of the national standard. So some "cottage machines" are likely to have an impact on the human body in terms of radiation.

8. After-sales service cannot be guaranteed.

On the surface, the after-sales warranty period of the cottage machine is one year. In fact, the after-sales service of many cottage machines is three to five months, mainly depending on the sales of each machine. As soon as many cottage machines are produced, they can't bring them profits because of the design defects or quality problems of the manufacturers or the poor sales channels of the manufacturers. The manufacturers often run away and have no after-sales service.

[Edit this paragraph] Development

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. 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, which combine many strange technologies and designs. These combinations may sometimes be infringing, but they have achieved multiple 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.

At first, the market was full of parallel imports and refurbished machines; Because of the existence of this market, MediaTek later made MTK chips, turning the core technologies mastered by big-name mobile phone manufacturers into civilian technologies; So "smart China people" began to create and develop mobile phones. In recent years, domestic mobile phone manufacturers accustomed to shanzhai, represented by Tianyu, are on the rise, and they begin to compete with big brand mobile phone manufacturers.

Now more cottage mobile phone manufacturers have their own brands, and Tianyu is one of the best. Nowadays, the emergence of 8-megapixel smart cottage phones is worthy of our domestic brands' consideration.

Shanzhai mobile phones have played an important role in promoting the mobile phone industry in China, making the industrial chain perfect, and also making the mobile phone market in China become a price competition market, and the price war has become the biggest feature.

Now shanzhai mobile phones are not only limited to mobile phones, but also PSP and notebook computers ... more and more products have become the new market of shanzhai.

In July 2008, it was reported that China Taiwan Province Lianfa Technology Co., Ltd. (hereinafter referred to as MediaTek), known as the "father of shanzhai", was about to ship td chips on a large scale in mainland China, and the era of 3G shanzhai was coming.

The development of shanzhai machine has gone through three stages.

The first stage-simple imitation of rough workmanship

By the end of 2006, shanzhai mobile phone has occupied nearly 30% of the domestic mobile phone market. At the beginning of 2007, the shanzhai machine was only a simple imitation of popular models, basically it could only be said that it was similar, and did not dare to copy it completely with great fanfare. At this time, the cottage still relies on simple shape design and low price to attract users' attention.

The second stage-it is difficult to win or lose in melee.

Shanzhai mobile phones are becoming more and more accomplished in copying hot-selling models, and many models can make it difficult for people in the industry to distinguish between true and false. If they know nothing about mobile phones, they may fall into the consumption trap. Almost all the best-selling models on the market have been copied, and there are even dozens of photocopiers on the market, such as N73 and N95.

The third stage-take the initiative to attack and innovate constantly.

The later development of the cottage machine is even more innovative, which makes people stunned. There is a great breakthrough in appearance, which can be summarized in one sentence: "Nothing is impossible except unexpected". There are also many improvements in functions, and publicity is also a gimmick. The concepts of candid camera, big screen, handwriting and TV are perfectly integrated.

[Edit this paragraph] The birth of shanzhai mobile phone

Step time annotation

1 project 1~3 days of market research, and show the prototype, model or idea to the channel for reaction.

2 modify the function of increasing or decreasing the prototype in 7~ 10 days, and choose the mobile phone solution provider as the overall solution.

Test yourself or find a third-party testing company for 45~60 days, and repeatedly communicate with the solution provider for improvement.

Book a room in the hotel for 2~3 days, show the prototype to the general agent and collect the order.

5. 7 days after mold opening, the expected order quantity is produced (at the same time of attracting investment).

Generally, there are 200~500 sets of each wholesale goods every day for 7 days.

[Edit this paragraph] Development trend

At present, the mobile phone industry in Europe and America is basically saturated, while the market in China at this stage is about the same as that in Europe and America five years ago. From a macro perspective, the future development of China's mobile phone industry is nothing more than two extreme trends, high-end and foundation. Although the cottage is also keeping up with the pace of high-end products, with the overall price reduction of mobile phones and the problems existing in the cottage itself, it will surely become the bottleneck of its future development. At the same time, the customized mode of operators is also seizing the market. In the future, the marketing method of telecom will be to give away mobile phones at low prices or even free of charge, while the basic mobile phones of civilians can be obtained by pre-storing telephone charges, which will bury the low-cost route taken by shanzhai mobile phones.

At the same time, there is also competition within the cottage, and the reduction of the price will definitely affect the reduction of its profits and gradually narrow the living space of the cottage.

Although the threat of shanzhai mobile phones will not be eliminated in a short time, in the future development trend of the mobile phone industry, shanzhai mobile phones will eventually be eliminated, and it is the general trend.

[Edit this paragraph] Target market

The target market of "shanzhai machine": mainly in rural areas and secondary and tertiary markets.

"Surrounding the city from the countryside" is a "cottage machine" market strategy, which can not only effectively avoid direct competition with international brands such as Nokia, Samsung and Motorola, but also use 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 machine". The results show that students and low-income migrant workers are more likely to accept the "cottage machine", which also shows that "cottage machine" still has its 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 the "cottage machine" see opportunities. However, foreign brands pay much less attention to the rural market. In the third-and fourth-tier markets, the "cottage machine" has a strong functional advantage and price advantage. Therefore, the bosses of Bird mobile phone and Amoi mobile phone have both lost money because of the "black mobile phone".

After several years of intensive cultivation of the vast rural areas and the secondary and tertiary markets, the "cottage machine" has actually gained a firm foothold. It is understood that some domestic mobile phone brands envy the "cottage machine" and have also fallen to the cottage camp. Only Amoi struggled on the road of independent research and development, and Amoi also made a "different" advertisement for this.

[Edit this paragraph] The "shanzhai" trend triggered by the shanzhai machine

The word "shanzhai" triggered by shanzhai machine has become synonymous with grassroots. The reason why it is called "shanzhai" also has the taste of "competing with regular brands". Although the momentum of shanzhai has weakened, the word "shanzhai" has become popular among young people on the Internet. From shanzhai machine to shanzhai star, the word "shanzhai" is not only gradually popular, but also its meaning is constantly expanding, from the original commercial product category to many aspects. As long as the content has certain entertainment elements, it will be put on the internet and labeled as "shanzhai", and netizens' replies are mostly distinctive online adjectives such as "too shanzhai" and "very shocking".

The rise of shanzhai machine in China IT field leads to shanzhai culture, just like the story of any China traditional martial arts novel: first, it wanders on the edge of the mainstream circle by unconventional means, then it grows bigger and bigger, and finally it challenges orthodox forces or even replaces it.

Shanzhai culture is a phenomenon that imitates the appearance or function of mainstream brand products at a very low cost and innovates, and finally surpasses this product in appearance, function and price. Its derivative products will break the shackles of mobile phones and extend to digital cameras, mice, keyboards and so on. Its by-products will also cause structural shocks to related industries. This is learning from foreigners to control foreigners' gunfire, and this is learning to catch up with others' rifles. Shanzhai culture has been copied and surpassed on the narrow road of running all the way, especially after getting rid of the shackles of license plates and grasping the benefits of low cost and high return. Its destructive power and viral marketing appeal have completely subverted the traditional hidden rules of the industry and established a value sequence based on shanzhai culture. Moreover, the shanzhai culture is deeply branded with grassroots innovation and popular wisdom, and it is a well-deserved China shanzhai.

[Edit this paragraph] What did Huawei say about the "cottage machine"?

The "cottage machine" is really awesome! Not only has it won the favor of consumers, but it has also become a topic of research and discussion by other companies. A few days ago, some media reported that Huawei's strategy department in Shenzhen conducted a detailed study on the phenomenon of "cottage machine" and greatly appreciated its innovative consciousness.

Why can the "cottage machine" win the reputation of Huawei, which rarely praises others? It is necessary to review the development of "shanzhai machine".

"Shanzhai" refers to all kinds of brand-name mobile phones at first, and then high copy machine, such as NCKIA, slowly appeared, which is very popular.

The cost of 1 Vertu mobile phone ranges from 1 10,000 yuan to10.5 million yuan. The same craftsmen who make Rolls-Royce cars are responsible for manual manufacturing. At the same time, all kinds of jewelry and precious metals are used as materials, and each model is issued in limited quantities, which also has collection value. There are two kinds of shells: gold and platinum. The screen is made of sapphire crystal and won't scratch. In the key part, there is a ruby under each key to ensure accurate touch. And through the hands of "shanzhai" manufacturers, such Vertu phones are only sold in 800 yuan. Of course, those gold gems can't be real.

Over the years, in addition to imitation, there are many unique technological innovations, appearance innovations and process innovations.

For example, the "cottage machine" has a function that makes people faint, and you can't even think about it! The seemingly ordinary battery back cover hides a mysterious mechanism. As long as you press a button, purple light will appear on the left, but it is not a flashlight or a photo fill light. The answer is actually the purple light of banknote inspection. These strange technologies and designs, combined, have achieved functions that are very popular with consumers.

After research, Huawei highly praised the spirit of Shanzhai Machine: "Shanzhai Machine is very innovative, not afraid of losing face, not afraid of low profits, realizing all the functions that can be realized, and striving to meet all the needs of consumers, even if you have no needs, it will be built for you. Only unexpected, not impossible. Extremely rich in functions, extremely low in price and extremely novel in appearance. "

Huawei's praise of "shanzhai mobile phone", have you found the reasons why domestic mobile phone manufacturers or foreign mobile phone manufacturers fall behind in the competition?

The answer is actually very simple. They lack innovation and think from the perspective of consumers. It is said that "the customer is the god of the business", but these mobile phone manufacturers who lost in the market competition, such as Motorola, Sony Ericsson and Amoi, lack innovative genes, and a mobile phone product cannot satisfy consumers.