Liu Zuohu fine line converting National Cheng Kung University, one plus the phone can go far?[IT era network, IT Times sharp observation] in the domestic mobile phone market, relying on a single product strategy Yiqijuechen few products, the year millet, Meizu, now a plus, hammer are playing a single product strategy a master. What is the 'single-product strategy' is to insist on the main push of a single product, a single package, single brand, single selling point, a single slogan, to create a single, clear, consolidated brand image in Nike Air Griffey Max the minds of consumers. This is the small and medium enterprises at the lowest cost, most efficient way to success. As a start-up brand, the implementation of a single product CURRY ONE strategy is born of frustration Kevin Garnett Shoes early practice, limited human, physical and financial resources, we want to achieve the ultimate, to make reputation, rely on a single product to win. But with the growing popularity of high start-up brand, product Nike Air Jordan 5 growing audience, the possibility of product strategy continues to rely on a single win will become increasingly smaller. July 28, with a one plus generation crossbar domestic mobile phone market 15 months plus Liuzuo Hu will officially launch a second-generation, network spread more current news of view, if nothing else, it will also be a plus generation One plus only son. Then such a one plus generation can have enough strength to cope with up to a year long competition in the market a single product strategy:? Yiqijuechen type of success of a single product strategy at the time of practice, the companies tend to adopt ' a needle top Happening 'marketing tactics. Millet born at the beginning of Womens Nike LeBron X the 'fever', Meizu 'Wabi-sabi' expansion before the hammer 'Passion,' a plus 'no will' These are relying on a single product strategy derived from a strong product label. For any brand, take a single product strategy can establish clear, concise product features and brand image. When consumers Language being lost in an array of markets, it has been not so much time to the selection of merchandise. This time, a benchmark product always eye-catching - dazzled look how to do, simply buy the most readily identifiable, which saves time and reduces the risk of decision-making. With year Samsung Galaxy series, Apple iPhone series phones with Nokia complicated sweep results N series, E series, X series and other series of mobile phones to a large extent by virtue of a single product strategy is to win. When Apple and Samsung to achieve the ultimate in on a product, the Nokia product line is often dozens of products at the same time in the sale, in every price range has a number of sections in the 'cannibalism', so that consumers do not know how Choose. At the same time, millet born at the beginning of the main push of a millet phone, swept China cool linked. Such success stories Samsung and Apple has a striking similarity, it is not a coincidence, but a successful strategy of focusing. Brand mature: a single product to fruition final product is a single product, as long as the product is bound to comply with the product life cycle theory has its import, growth, maturity, decline process. Also we need something like the same product lifecycle management, introducing new and upgraded single product, to supplement and extend the product line, and 'phoenix, in fire rehabilitation.' So then we see whether it is an international product iPhone, Galaxy series, millet, Meizu even the hammer represented by domestic brands, eventually went to the rich product line, launched a number of competing products to diversify the phone line. To iPhone, Galaxy as the representative of international products, for example, iPhone came early in the iPhone 3GS, iPhone4 generation products such as the route to conquer the world, often using multi-generation products coexist, different price segments to meet user needs diversify competing methods product line. So in today's mobile phone market, you can still choose 11 launch of the iPhone 4S, you can also choose a relatively inexpensive iPhone 5C, you can also choose in the end iPhone 5S, you can also choose the most high-end iPhone 6 and iPhone 6 Plus ʱ?? Galaxy series after the king to conquer the world through a route, but also constantly enrich the product line, launched Note series of large-screen products, and during which the young Galaxy A series of low-cost products, and in Nike KD 7 Womens last year, Galaxy series and even the geek fan children's series curved screen Galaxy edge products. Hand, the domestic market, through high-speed growth, the millet in order to cover more users, in the second half of 2013 the production of low-end models of red rice, and in this year, millet also on the probe to 2000-3000 yuan more than the price of launch Note Note Nike Kobe 8 System MC millet and millet top version, millet and now has formed more than 2000 yuan sell millet Note, 1500 yuan file sold millet phone, 1,000 yuan stalls selling red rice and red rice Note series of multi-category strategy, down to 499 yuan up to 2999 yuan, to the consumers the greatest choice. The Meizu, who originally insisted hammer as a single product strategy, and now without exception to the strategic expansion of product lines. There Meizu MX Pro Series, under charm blue sub-brand, now in the sale of Meizu series models have reached as much as 4. Hammer hammer generation launched on the occasion of the year also launched a small hammer, in order to meet the needs of young users. Expansion category: plus in the end whether the latter is necessary from the case of a single product to expand at home and abroad, the single product to mature, flowering 2015 Latest Nike Shoes enrich the product line has become almost the only option. One might ask, is the success of a single product strategy willing reasons for these brands, so-called word of mouth is not the ultimate one or two products to achieve a perfect result? But we have to see is that a lot of people jump from one extreme to 1 and tend to jump to the other extreme, the formation of one or the other mode of thinking. A successful product or not, with the 'multi-product' and 'single product' Although a relationship, but it also had to be adjusted according to the state of development of its time. So whether one plus the need to expand the product line when? The answer is yes. 1, the first sales from the product sales of view, a plus though is indeed a good phone, but sales are not brisk, even we can say is a failure. April 30 this year, according to a Canadian official disclosed the latest data show that since last April release, the single flagship phone has sold nearly 1.5 million units, of which overseas sales more than 60%. Together the two markets at home and abroad, sales of less than 1.5 million sets of results it is unsatisfactory. If you are looking for a non-reference value point of view, we get a contrast with and millet generation or more appropriate. One plus is similar to millet generation born at the beginning, are reputed to be the party of the brush geeks platform, but the millet in 2011 8 16 - August 16, 2012 the CCP whole year sold 712 million units Even as a relaxing time standards plus one plus still far behind. 2, a brand from the current increase brand awareness and the current domestic mobile phone market price, the lower the Vietnam War hot trend point of view, but also had to face a price increase or the introduction of low-priced products trend. To Baidu Index, for example, a plus phone is good, but really should be improved brand awareness. An increase far less than the same period of the hammer, if you put aside the old Luo strong personal marketing ability, the one plus is far better than in August 2011 --2012 August millet. In addition, the current four-tier cities, plus a brand unheard consumers, even in a city of young consumer groups, a plus also only a few people know. 3, the current price level of competition in the domestic mobile phone market has made the market dropped 2000 yuan 1500 yuan market, 1000-2000 yuan market segmentation trend is emerging in the past 1999 yuan price of the phone have fought in 1500 yuan price segment, millet 4, Meizu MX4, glory 6 are to be so, one plus generation of a product in response to such a competitive environment, but also had to be reduced to 1699 yuan. After the launch of a second generation plus it? Choose the path of one plus facing little or hopes for the new low-cost new, or let a plus generation to continue in service. But a generation as a ride plus 15 months of a NIKE KD 6 NSW good phone, from the Nike Air Jordan 8 product life cycle perspective, the question is bound to face shutdown, one plus one plus point if still a generation to conquer the world, that it is not realistic. This time to introduce new low-cost should be the only option. Prior to the domestic media in April has been a crazy pass a plus to launch low-cost version of the phone message, but in the case of one plus generation almost all parameters have been exposed, this one plus cheap version without any message and production sign, which low-cost version of the product shall almost certainly does not exist. At present thousand dollars machine market, almost a plus for him, Liu Zuohu has repeatedly said, 'a thousand Yuan machine determined not to add.' On December 17, 2014 of one plus one Anniversary Celebration fan gathering, when interacting with fans, Liu Zuohu show a thousand machine market has no intention to encroach on fine attitude. 'Small is beautiful' boutique attitude is good, but I do not know whether one plus stubborn support from the brutality of the mobile phone market now test summary:? Today, mobile phone market has gone alone hardware products to conquer the market stage. Plus the rest of the selling points is just a decent hardware and a good workmanship. But in this there is no core competitiveness of the domestic mobile phone market, good hardware and good workmanship, not just a plus, anyone can do. Give up quality strategy follow the market trend of the yellow chapter, throw away the feelings guise choose to become entrepreneurs will tell Liuzuo Hu Luo perhaps a reason: small but beautiful fine line eventually, unable National Cheng Kung University. One plus one is difficult to have enough strength to cope with up to a year long competition in the market, rich product line as quickly as possible, to quickly seize market perhaps is one plus the most sensible choice. [Editor / Li Xiang] author Wu Junyu firewood network era for IT network, IT Times articles, Micro Signal: 852 405 518, micro-channel public number: deep several times