SHARP's "three in three out": mobile phone business wants to enter the enterprise market.


Author: Zhou Hao

Sharp unveiled its lightest flagship AQUOS Zero on October 3, but China Business News reporters noted that the new model was aimed only at the Japanese market, and Sharp executives were still waiting to see if the product would land in China.

Prior to September 27th, SHARP chairman Dai Zheng Wu said that the mobile phone business has shifted. SHARP mobile and "three retreat" China is only one official declared. From the high-profile return in March last year to the gloomy departure in September this year, Sharp phones backed by Foxconn trees failed to stand out in the industrial chain and sentiment of the plus.

Will "three retreat" China?

In March 2017, after two withdrawals from the Chinese market, the Foxconn-acquired Sharp announced the return of its mobile phone business to China. Luo Zhongsheng, former vice president of Cool Group, took over as CEO of Sharp's mobile phone.

At a subsequent media conference, Luo described the 2017 All-Screen debate as one of the biggest changes in the smartphone industry before the 5G arrival. Luo Zhongsheng throws this argument out of Sharp's own handset gene, because Sharp had released 28 full-screen handsets before the AQUOS S2 handset was released on August 8, 2017, and the industry was also known as Sharp's "full-screen ancestor". The summer of 2017 is undoubtedly the best time for Sharp, who is familiar with the full-screen operation.

Luo Zhongsheng was right. Before the advent of the 5G era, the technology of facial unlocking and fingerprint under the screen, which was accompanied by the tide of full screen, had become the biggest change in the mobile phone industry. But dramatically, the all-in-one-screen phone that ended in the 4G era featured a water drop screen, which last year had a much louder name \\\\\\\\\\\\\\\\\\\\\\\\\\\\\

In July, Sharp's official microblog, which had 950,000 fans, was suddenly emptied and had not been restored until the time of the press release; then, Sharp's official flagship store in Jingdong was officially off the shelves, and the five Sharp phones on display in the store are currently unable to place orders. As Sharp's blockbuster to return to China, the number of AQUOS S2 evaluations in Jingdong remained at 57,000 a year after its listing, which is almost incomparable with the mainstream manufacturers in China.

As a newly returned brand, Sharp handset itself could not compete with the mainstream manufacturers in China. Luo Zhongsheng had hoped to use three years to lay a good foundation for Sharp mobile phones, so that product shipments can have a certain scale, but the reality did not leave him much time. In July this year, the market has been transferred to Luo Zhongsheng rumors, at the same time, its personal micro-blog certification has been changed from the original "Foxconn Technology Group senior vice president" to "senior correspondents, digital bloggers", its head of mobile phone business is also taken over by Sharp Japan.

China Business News reporters also learned from Sharp that Sharp's mobile phone business was previously the responsibility of Foxconn, but because Foxconn itself provides a number of mobile phone manufacturers, so under multiple considerations, Sharp has temporarily stopped selling mobile phones in China; the next step Sharp will be commercial mobile phones, industrial mobile phones. We need to be careful in judging whether the follow-up products will be launched in the domestic market.

Difficulties in channel and market

The Chinese mobile phone market with huge users has always been a must for all brands, Sharp is no exception.

As early as 2003, Sharp's mobile phone entered the Chinese market. Because of the numerous Japanese brands and fierce competition among enterprises in the domestic market, and the high price and small market of the mobile phone, Sharp and Panasonic and other Japanese mobile phones withdrew from the Chinese market in 2005 after a number of local mobile phone brands emerged. Sharp entered China again in 2008, and its iconic flip-flop rotary screen design grabbed people's attention, leaving an indelible memory in the hearts of a generation of function phone users; before the advent of the smartphone era, Sharp once made good achievements in the Chinese market. In 2013, Sharp withdrew from China again because of the rise of smartphones, and this withdrawal has blocked the road to the revival of Sharp phones to some extent.

Around 2013, the domestic mobile phone market ushered in a shuffle period, the traditional operators began to decline from prosperity, Internet mobile phones into the fast lane. SHARP's exit has not only lost its original offline channels, but also the emerging online channels.

It is worth noting that although Sharp household appliances business in China has a complete set of channels system, but Sharp mobile phone can not use these channels to expand business.

"China Business News" reporter visited a number of Sharp stores to learn that the main store Sharp only sells color TV, printers and other white and black TV products, and has not sold Sharp cell phones. Without the support of offline stores, Sharp's mobile phone needs a lot of money and time to build its own all-round channel. After the handover in 2017, Sharp chose China Mobile, Jingdong and Dixintong as its carrier channel, e-commerce channel and open retail channel, but at this time the channel has become the shortboard of Sharp mobile phone. In addition, the Chinese mobile phone market has been partitioned by the major giants, the survival of small and medium-sized manufacturers is increasingly difficult, Sharp mobile phone encounters cold nature. No exception.

Take SHARP TV, a complete channel system as an example. According to the 2007 China Television Consumption and Trend Forecast Report issued by the China Electronics Chamber of Commerce, China's market sales of color TV sets in 2017 were about 48 million, of which Sharp TV sales in China exceeded 10 million. In 2017, sales and sales of 60 inches and 70 inches in the color TV retail market grew much faster than those of other sizes. Sharp TV, which accounted for 58.8% and 91.7% of the total volume of 60 inches and 70 inches of large screen TV market, became the mainstream choice brand of consumers in the large screen market.

Sharp's mobile phone and television business also had a different ending in the battle for revival that began in 2017.

The market for government and enterprises is uncertain.

At the end of September, Sharp Chairman Dai Zhengwu said that Sharp mobile phones have begun to turn, aimed at the commercial, industrial and other enterprise-class market. Sharp's handset, which is cold in the consumer market, will be able to usher in the second spring with the space of the enterprise market?

Usually, mobile phone manufacturers mainly provide mobile phone products for individual consumers, but with the promotion of the mobile office market, the market prospects of enterprise-class mobile phones are gradually emerging. In China, the enterprise market is mainly based on government and enterprise phones.

Compared with the traditional consumer market, the enterprise market has obvious characteristics of security-oriented, highly customized and systematic construction. Specifically speaking, the current government-enterprise mobile phones are basically based on dual systems, in which the working system for hardware, communications, security, platforms, etc. have very high requirements, and includes a series of architecture construction from the platform to the application terminal, different users for the use of scenarios are often different, such a high demand. The characteristics of customization are also a test for the strength of upstream mobile operators.

At present, domestic government and enterprise mobile phones are mainly based on HUAWEI, ZTE and other two manufacturers. On September 27, vivo also launched a "workspace platform solution" for the government and enterprise markets, which combines the "personal domain" in the life scene of the mass consumer with the "workspace" in the special work scene, and integrates the different needs of different consumers for mobile phone products in different environments, thus saving much. Mobile phone handover.

Industry insiders told China Business Daily that the current domestic government-enterprise mobile phone market volume of about 20 million units, including Huawei, ZTE and other related police, government and other most representative, vivo as a new player in the government-enterprise mobile phone market, its development potential remains to be observed.

The person also said that although Sharp mobile phone decided to enter the enterprise market, but the industry threshold is high, Sharp mobile phone still has to face a number of challenges. First of all, in terms of the police and government markets, Sharp has been acquired by Foxconn, but its headquarters is still in Japan. For security reasons, this kind of market will basically be dominated by domestic mobile phones. Second, there is a huge demand for enterprise-class mobile phones within Foxconn, but Foxconn also has its own brand Foxconn. Whether Sharp can win in the internal competition is still unknown; finally, enterprise-class mobile phones tend to be based on the larger volume of shipments in the market, strong performance of mobile phones, which is related to the cost of products, quality control, such as China as the main choice of Mate series, vivo choose X21 series, Sharp mobile phone in China, there is no explosive money class. The advent of products is also a challenge for the promotion of SHARP enterprise phones.

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