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The reason why Daqian mobile phones have dropped so quickly is actually due to Nokia and Motorola.

Cook, the president of Daqian Mobile, asked his subordinates to conduct three systematic market research to find out the reasons for the decline in Daqian Mobile's sales.

And these three market surveys are actually a conclusion.

The fundamental reason for this conclusion is that Daqian Mobile Phone has insufficient brand heritage.

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In the past, there were two main reasons why Daqian mobile phones could kill Nokia and Motorola. The first was that Daqian mobile phones were very creative and new functions. The first three generations of mobile phones could create subversive functions, allowing users to choose Daqian mobile phones at the same time.

There is also the price advantage of Daqian mobile phones, which is cheaper than Nokia and Motorola phones with the same functions and effects, and of course it can win the market.

But in 1998 and 1999, these two tricks were abolished.

First of all, in terms of price, because the lowest-equipped mobile phones of Nokia and Motorola have dropped to $399, which is the same as the price of Daqian 2 mobile phones. In this way, Daqian mobile phones instantly lose their price advantage.

Then there is the new function. Daqian 4 was rated as the most innovative mobile phone among Daqian's current 4th generation mobile phones, because Daqian 4's innovation is almost superficial and uses no substantial functional innovation. At most, it is an improved version of Daqian 3.

This led to an avalanche of Daqian 4's sales.

In three months after its release, the total sales volume of Daqian 3 exceeded 3 million units.

However, it took Daqian 4 a full 8 months to barely exceed 2 million units. This is the result achieved in the booming mobile phone market. This shows how unpopular Daqian 4 is.

But the price of Daqian 4 is still $999, which is definitely a price that many users can't accept.

But then again, compared with the flagship phones of Nokia and Motorola released at the same time, the performance of Daqian 4 is definitely better than that of its competitors, and the price is about 600 US dollars cheaper. In theory, it should not be sold by Nokia and Motorola phones.

This reflects the biggest shortcoming of Daqian Mobile, which is that the brand value of Daqian Mobile is difficult to be recognized by users.

Nowadays, customers around the world are willing to accept prices above $1,500 when they see the Nokia or Motorola brand.

But for Daqian mobile phones, I'm sorry, without the attractiveness of absolutely novel features, the price of $999 is still a bit too expensive.

So to put it bluntly, Daqian's brand value is in the hearts of customers, and it is less than $500. This is the most fatal problem of Daqian mobile phones and the most unsolvable problem. It is like Xiaomi mobile phones want to challenge the status of Apple mobile phones.

With the same configuration, it is natural for Apple to sell tens of thousands of dollars.

But if Xiaomi dares to exceed 4,000, it will forget its original intention. It is a toad that wants to eat swan meat... Especially in China, this kind of thinking is much more intense than that in the United States.

But in the past few years, there are no hardware indicators such as how many generations of Snapdragon chips, how much memory, how much refresh rate of the screen, how many pixels of the camera, so that the audience can say it is really good when they see the hardware configuration and price.

Nowadays, mobile phones do not have the awareness of cost-effectiveness. Does anyone compare the relationship between mobile phone hardware and price?

It’s not that customers are not interested in comparing, but after all, the network information has not developed these days, and the information is seriously asymmetric. Users cannot know the configuration of each mobile phone and the price of mobile phones with the same configuration. Naturally, it is difficult to use cost-effectiveness or something like “born for fever”.

In short, Daqian's failure in 1998 and 1999 is a brand problem, because the brand construction has not reached the level of Nokia and Motorola, or there is still a far-reaching gap.

As for Samsung and Ericsson who caught up in 1999, they actually rely on two magic weapons that Da Qian relied on to win.

First of all, Samsung, they reached the fourth place in mobile phone sales, relying on Samsung Electronics’ name and sweet price!

The price of Samsung phones is basically the same as Daqian under the same functions and configuration, so they are also very competitive.

The second thing is the color screen mobile phone launched by Samsung: Samsung Galaxy 1.

This 199-year flagship phone launched by Samsung has become the first mobile phone that supports color screens and can be mass-produced. The colored mobile phone screens shocked the entire mobile phone market.

Even the color screen is still only sold at a price of 999. Samsung Galaxy 1 has also launched a mini version. Although the configuration is low, as long as you are willing to spend $799, you can also buy a color screen phone, which makes the market more excited.

This year, I don’t know how many middle-class people and poor people who pursue cool functions have spent money to buy the Galaxy 1 or 1mini. With these two mobile phones alone, Samsung’s sales in 1999 exceeded 15 million units.

Among them, Samsung Galaxy 1mini is approaching Daqian 1's annual sales.

As for Ericsson phones, they rely on their outstanding musical features!

The SH888 mobile phone launched by Ericsson in 1999 has played with the concept of music phones.