In the first two months, it was said that the last htc store had been closed and that it had become a water-fried bunt, and it was truly the tears of the times。
But htc immediately responded -- fake news, this is just one of our distribution stores, not our specialty stores. {\chffffff}{\ch00ffff} our own store is closed, but our new phone, htc u24 pro, is still on sale
Oh, let me see。
7 gen 3 4600m ah, 12 + 256gb, sold 4200 yuan! (equivalent cell phone, set up almost one step above htc)
We're just saying that you sell your phone like this, and it's probably the same as the tears of the times。
Htc, a company with a fantastic spot, as the founder of the first andre cell phone, the former absolute vr leader, who ate crabs twice, gained a huge pre-emptive advantage, but was twice put up by the latter。
Well, if it's intuitive, it's not like it's research or development。
The htc's r & d input in 2012 was 3 billion, second only to the power build in taiwan, a scale that continued until 2015。
Even though the figures are not too large, htc's income in 2015 was 27. 3 billion, r & d costs were already 11 per cent of its own, and mi's r & d investment in 2015 was only 1. 5 billion, but the htc has already surpassed it。
So, the htc failure, instead of focusing on r & d, is other reasons that make me feel interesting。
Hi, everybody. Let's talk today about why htc failed。
How successful was that year
In 1997, wang xuehong, the daughter of wang qingqing, the “god of operation” of taiwan, founded hongda electronics inc., high tech company, short htc。
At the beginning of his career, the company was able to work smoothly, with the product of the pda developed by htc, back to taiwan’s excellent industrial chain at the time, gradually laying down its position in the market。
However, htc is not content with just being a substitute factory。
On may 8, 2007, htc announced that it was going to step into the area of autonomous mobile phones. Just a year later, google released its own android system. Htc sensitisedly seized the opportunity to launch the world's first android phone, htc dream。
This phone sold 1. 5 million units just in advance, and even mi's founder, the thunder force, said, "the first feeling i've run out of dream is that i'm going to make an android."
By 2011, the market value of htc had reached $33. 88 billion, over and above the market value of nokia of $32. 84 billion and the market value of rim of $28. 5 billion, officially becoming the second largest mobile phone plant in the world。
Even in the united states, htc's market share beats all its rivals to the top of the market。
First failure - patent war
But after a few years of smooth wind, htc's weakness was quickly discovered by its opponents. In march 2010, apple formally filed a complaint against htc mobile phone abuse with the united states international trade commission, stating that htc had violated its 20 patents and had requested that htc be banned from sale in the united states。
This technique is not new, and patent wars have always been the norm in the science and technology industry, where companies often call and fight on patents, and millet has suffered losses in this regard, but eventually they have survived。
But this move is hitting htc on the soft side。
Larger mobile phone factories, in order to avoid patent problems, usually have their own patent-drilling teams and, when sold, they have detailed information about the registration of mobile phone patents in the local market and avoid prosecution for abuse。
However, htc does not have any sense of precaution in this regard, either because it does not have sufficient reserves of patents, nor does it have a detailed examination of overseas markets, nor has it trained patent-digging teams, but simply sees europe and the united states, “how fast people come” and fall into the pit。
Htc was quick to respond to a patent attack from a large plant. Naturally, this patent war ended with htc failure。
At the end of 2011, htc lost its case and was found to have violated apple's patent no. 647 and the united states decided to impose an import ban on parts of htc's smart phones. From october of this year to march 2012, htc's market share was reduced by 60 per cent, while samsung companies quickly encroached on the markets that htc had occupied。
But this is not the end。
The other giants of europe and america have seen apples succeed, and they've all learned to sue htc for abuse. In the meantime, htc has been caught in the middle of the international market. At that time, htc paid $50-70 for every mobile phone sold in the european and american markets alone。
In 2013, in just two years, htc's market share fell sharply, falling from the second place in the world to the top 10。
Mobile phone market occupancy rate, 2013
Actually, htc should be able to predict this problem in advance, because it's not the first time that htc's founder, wang xuehong, has come across this problem。
A lot of people didn't know that in the 1990s, there was a company called chinese core, once the world's third largest x86 chip company, whose name was weschen electronics。
And the founder of this great electron is wang snow。
Not only is this company the world's third x86 chip company, but it's also used to have over 70 percent of the world's chip group market, almost monopolizing the chip group market。
In addition to chip groups and cpus, heising even has the capacity to develop all kinds of chips, such as gpus, cdmas, usbs, sonar cards, cybercards, etc., to do so, and the world has the power to do so。
And that's why, in intel's eyes, wess is the worst enemy than amd, and for that, intel started a huge patent war on it。
After being hanged, the greatness fell, and the shanghai city government carried it, and the joint venture formed a company, called miyagi。
And even if we add the present amphibious core to the present, there is no way to compare it to what we did。
Wang xuehong suffered the same loss in both companies, and it is a little strange that they all hurt their bones。
Lack of brand concept
And after two years of patent war, htc is almost out of sight on the european-american market. At the same time, the continent's market for smart phones coincided with the innovation of the 4g communications network, followed by the switchover。
It's a time when the mainland market has become htc's last life-saving straw
But htc means hugging, but only a little hugging。
“quietly brilliant” is like a spell, and htc is so stubbornly positioning its brand on the “high-end emperor” that it wants to re-enter the market in europe and the united states, but it does not pay much attention to the market on the continent, or even, to say the least, there is an unfounded arrogance。
On its own mobile phone product, mi released a smartphone for 1999 only as early as 2011。
In 13 years, the brands of national mobile phones had flourished, and various manufacturers were in a crazy roll-for-money position, but at this point htc was desperate to call a high-end mobile phone, m7, and the mainland sold more than hk$ 3,000, at a higher cost of hk$ 5698, or about hk$ 4545。
14 years of m8 is more like an offer of $5299, which is not a small amount even today. At the same time, the quality of the htc mobile phones is not good, and there are successive problems, high prices and low prices, and the disease is widespread。
When the mainland market went cold, htc felt that it had problems with its brand strategy, which was not entirely wrong, because htc did have big marketing problems。
At the time, the mainland mobile market, which used to be a direct-off-line model, was already following the old model of the european-american market when htc entered the mainland market, i. E. Working with telecommunications operators to tie down sales and launch customized mobile phones, even though it had been phased out in the mainland。
At the time, samsung had set up a direct line group of over 10,000 people in an effort to take over the continent's mobile market, seeking to run the business。
And htc, you can't say that it's not business-sensitive at all, but eventually it's just a small group of over a thousand people who don't want to increase the cost, and the end result is that consumers have no idea where to buy a mobile phone, even though the ads are flying around the world and bringing a big star like wang li-hung at a mobile conference。
On the other hand, htc’s taiwan executives are less familiar with the continent’s consumer community than with respect。
Social media, such as microblogging, were now fully available, and most enterprises interacted with consumers on social media, not only bringing the two sides closer together, but also obtaining first-hand market feedback。
However, htc has not done so, always with a cold image, and more importantly, many consumers have no access to power, no access to maintenance, no information for months, and no information about where to go。
And the proposals made by many mainland workers, as well as those made by the htc's taiwan executives, have not been heeded or responded to at all。
What's weirder than htc's product strategy, apples, and three stars, is that they have their own clear market positioning, at least to get their names understood by consumers。
But htc, in 2012 alone, released 12 mobile phones, each with its own new name, four in the one series alone, and it's hard for consumers to understand how different from butterfly's positioning is。
Htc did not guide consumers and left the choice of difficulty to them. The result of too many choices is that you can't choose, and even if you can accept your pricing, you'll end up having to go around and choose samsung and apple。
It's probably because of this failure that htc changed his strategy in 2013 by calling one cell phone, but this lucky decision can only lead to another failure。
When products are vaguely located, priced too high, after-sales services are a mess, marketing programs are confused, and you can feel that htc has no idea how to make a brand, and when you're not doing research and development for consumers, the result is more research and development, more investment, more loss and less。
The business of mobile phones is highly related to the supply chain, and all the supply chains are willing to support you as you develop at high speed, but when you fall, you enter a death spiral that leads to your own death。
In 2017, htc sold its mobile phone business and announced that from that point all in vr, to 2019, htc had shut down its official skycat and kyoto flag。
This one, who used to crush the tristar, counter-apple, dominates taiwan's mobile phone brand and exits the market。
Overall
For brands, marketing failures, too, is a problem for many of taiwan’s businesses, and another once giant, like htc, has come out of the workforce to create their own brands, which may have been strong and innovative at first, but lost。
Many feel that an enterprise can crush everything by putting all its thoughts into r & d, and if its technology is strong enough。
This logic may be set up in a substitute enterprise, as long as you have better quality than others. But when you want to be a face-to-face consumer brand, that's not enough。
Markets and brands are by no means just ads or beautiful symbols that respect the market, that know how to communicate with consumers and find their real needs. These things may be easier to say than developing cutting-edge chips, but many firms can't do well when your research and development is out of consumer demand
Finding consumer demand, understanding the market, guiding you in research and development, guiding you in the chain of production and sale is the core of a consumer electronics company。
Unfortunately, htc didn't learn。
