The annual sales volume of the cottage has exceeded 200 million yuan. The key to creativity is survival.

The iSuppli research report shows that the sales volume of cottages in mainland China this year has increased by 43.6% over the previous year to a total of approximately 228 million units. The market size of the cottage will reach 2011 in the case of a continuous price cut on the cottage and an increase in overseas orders. The peak of 2.55 billion units. Shanzhai will always be a lively topic in the Chinese market, and it is mixed.

The development of cottages in the cottage market is notorious for the development of the cottage market. Regarding sales, Shanzhaiji has a definite record. According to a report released by Gartner, in the domestic G-Five mobile phone, the sales volume of mobile phones in the first two quarters of 2010 reached 5.2 million units and 4.3 million units, respectively. The top ten mobile phone sales in the world surpassed many domestic famous brands. This is also the third domestic mobile phone sales after the resurgence, Huawei, domestic sales of the top ten domestic manufacturers. It is reported that Nokia's mobile phone shipments (sales volume) accounted for 31.5% of the Indian mobile phone market, ranking the top spot, while the Chinese brand G-Five ranked second in shipments, and ranked third. Korean handset maker Samsung Electronics. A major chip provider of G-Five said that G-Five mobile phones have been sold in foreign countries with annual exports of about 20 million units.

Sun Changxu, chief executive of International Electronic Business Intelligence, also revealed that mobile phone-enabled Shanzhai handsets are being widely accepted by consumers in Southeast Asia, Latin America, the Middle East, Africa, and India. This year, Shanzhai mobile phones that have been exported to the above-mentioned emerging markets have television capabilities. The sales volume has reached 70 million units, an increase of 30% compared to 2009, and the cottage can be described as a wall of flowering walls. In addition, from the iPhone interpretation of the M8, M9 and many "Phone", from the iPad to the apple skin, the rise of domestic cottage power can be regarded as "servant successors."

However, after all, the cottage is a cottage. Compared with the flagship, the performance of the cottage is deviated, and the quality and after-sales are difficult to guarantee. It has been criticized. "Cottage machine" built-in software suction also made many people discourage. Shanzhai manufacturers are eager to seek “to go to the sea”, and development abroad is not a long-term plan; new products that are constantly being copied may fall into the development cycle; price fights that are stubbornly inflicted on the price of smart phones are beginning to become increasingly inaccessible today. OK, and the issuance of the "cottage machine" issued by the Ministry of Industry and Information Technology to the market has made it even more difficult for the cottage.

The Shanzhai enterprises also have flashes. The rise of China's IT industry in the cottage machine led to the Shanzhai culture, as did any traditional Chinese martial arts story: First, it moved on the edge of the mainstream circle with unconventional methods, and then gradually became larger. Ultimately, they challenge the orthodox forces and even replace them. It is undeniable that the rise of cottages did impact the market development of regular products, disturbed the market order, and mixed products in the market made consumers unwilling. However, the most taboo to comment on any phenomenon is to use general principles to make a final conclusion. Objectively speaking, the cottage is not useless. In the turbulent cottage mobile phone, the products basically rely on imitators, but to say that no company in the world can innovate in all aspects, they must imitate others to a large extent. Those "innovative excellence students" in our eyes are actually only a good imitator. IBM was Peter. Drucker called it "the best creative imitator in the world". At first, he launched the commercial large computer to imitate RemingtonRand. Even Apple, the most successful innovator in the eyes of the world, has many of his products assembled from existing technologies. There are not many innovations in products.

The British technology industry person Jane who has worked at Nokia for more than ten years. According to Jan Chipchase, visiting some markets in China, China's cottage mobile phones often have some unexpected features: unexpected video cameras, extra interfaces, or unusual connectors. Zippets said: “The nuance in the process of counterfeiting goods is also an innovation.” He believes that some Chinese cottage manufacturers reversed the construction of each new product of Apple or Sony, and Shanzhai enterprises both pleased consumption. , and has given birth to innovation.

For the dispute of imitation and innovation, the “cottage” also received positive responses from government officials. On November 30 last year, Yang Xueshan, deputy minister of the Ministry of Industry and Information Technology (MIIT), expressed immigration as an innovation in the appearance of counterfeit products in the Chinese market. If the cottage does not infringe intellectual property, it should be supported.

Insiders believe that the research on prototypes, cottage-style supersonic prototypes, whirlwind production follow-ups, open organizational structures, and the creation of the brand image of the workshop are all worth studying and learning.

Creativity is the key to the survival of the “cottage” machine. For the future of the manufacturers of the cottage, the media summary is nothing more than the following:

First, wash white and go ashore. Before the domestic brand-name mobile phone market shrank, it plucked out the brand and took off the “cottage” old trowel to put on the “brand” new clothes. Whitewashing was a genuine manufacturer, relying on brands rather than blindly fighting for prices to obtain profits. In the most recent period of time, it is always possible to see advertisements of Tianyu rouge mobile phones on CCTV. Tianyu Longton, the former “cottage machine” maker, has now successfully “washed white” and has become a member of China's domestic mobile phone regular army and is embarking on a brand building road.

Second, overseas flag. Setting up brands in relatively backward emerging markets, like G-five, lePhone and international big names at the same time, but now seems to miss the best time.

Third, set fire to the mountain development. Constantly looking for new markets to be developed and quickly entering the market, similar to the destruction of the market, unsustainable development, but can make quick money until the global emerging markets are hollowed out. This model may be the development path for most cottage manufacturers. How long can it last? No one knows.

Fourth, find another way out. Just as no one knew two years ago that a copycat can still rely on exports, no one knows what the next phase of moneymaking is. In an industry full of variables, take the initiative to take two steps, perhaps in front of a spacious road.

In general, however, China's "cottage" machine makers or all "shanzhai" enterprises should realize that whether Shanzhai has creative manufacturing capabilities will be the key to its future survival. How to promote independent innovation, increase brand awareness, and add value to products on the premise of not infringing the intellectual property rights of competitors is the core issue faced by manufacturers of mobile phones. It is difficult to realize the brand's leap forward by simply mimicking it.