HTC: Weak sales of mobile phones have come to an end.

In 2007, HTC encountered the "great person" in the history of enterprise development - Google, Google's first product equipped with Android system Nexus One is produced by HTC. Since then, this mobile phone manufacturer HTC from Taiwan has begun to join the ranks of the smart phone competition, and due to the good timing of entering the market, it will soon make itself a place in the mobile phone market.

In July 2010, HTC officially entered the Chinese market, and the development trend has been upward. In the first half of 2011, it was even more spectacular. No matter mobile phone sales or net profit, it was steadily rising. However, according to the latest financial report data, the sales of its mobile phones have been sluggish for two consecutive quarters. In the first quarter of 2012, the shipment volume was only 7,703,400 units, a decrease of 9.4% from the previous quarter.

What is even worse is that HTC's attention in the Chinese mobile phone market, the main battleground of its mobile phone consumption, also shows a downward trend. The gap between Samsung and Samsung, which is ranked first, continues to widen. ZDC statistics show that in July 2012, HTC received a ratio of attention of 14.9%, a difference of 0.7% from the highest point of 15.6%, and the gap with Samsung, the biggest competitor, widened to 8.6%. The glorious days of HTC seem to have come to an end.



(Chart) From January to July in 2012, China's mobile phone market Samsung, HTC brand concerned about the trend of proportion What in the end is what weakened the HTC's light? ZDC believes that there are mainly the following reasons.

External factors: As the competitive environment changes, the pressure on the HTC within the Android camp continues to increase.

The ability of the Android operating system to be freely usable to some extent makes HTC's competitors more and more. In addition to Samsung, Motorola and other traditional mobile phone manufacturers, the continuous emergence of many domestic Android smartphones represented by Lenovo, Huawei, and ZTE also caused a significant impact on them.

Internal factors: Some of HTC’s own product strategy issues are the main reason for the decline in handset sales.

First, the HTC product model is confusing.

HTC product model can not be divided into several clear series when setting. In addition to the earliest G1, G2, G3 and other previous generations of product users can also distinguish, the follow-up product model, positioning allows users to feel a headache, such as Sensation, Wildfire, Desire, Incredible which word represents the better model, the user can not determine.

In addition, HTC is lacking in entry-level models. The direct result of this is that a large proportion of non-smartphone users have lost to other brands.

Second, HTC product innovation has been bottlenecked.

It is undeniable that when HTC first entered the field of smartphones, it attracted a lot of users with simple, unique designs and high-end product positioning, and realized its leap-forward development in the smart phone market. However, after several years of market precipitation, HTC's models have also been wearing a "replacement" hat and encountered innovation bottlenecks.