Positioning high-end domestic mobile phone brands to seize the Taiwan market

[IT168 News] The intense competition in the domestic smart phone market has promoted the overseas expansion plans of mobile phone manufacturers. In addition to the fiery Southeast Asia, the Taiwan market has also become the target for the laying of first-line brands in recent years, including OPPO, Lenovo, Xiaomi, and Huawei. The brand has been actively laid out, in addition to locking in the local high-end market, but also hopes to further promote the internationalization process through the Taiwan market.

Recently, Huawei released Huawei's flagship Mate 9 and Mate 9 Pro dual-lens mobile phones in Taiwan. Although this is not Huawei's first new product release in Taiwan, Huawei's actions were relatively silent before this release. Not only did Gao Yao invite Wu Bai to cooperate with the endorsement, but it also opened a cooperation relationship with many distributors in Taiwan and strived to gradually get rid of Huawei’s carrier-oriented situation in the Taiwan market.

Zhai Hai, general manager of Xun Technology (Huawei Taiwan General Agent), emphasized that the current smart phone market has become saturated, but as a high-tech enterprise, Huawei will pay more attention to the feelings of consumers in Taiwan based on its R&D strength. He also further stated that Huawei's smart phone positioning in the Taiwan market is mid-to-high end.

According to the data, China’s current P9 and P9 Plus cooperation with Leica made remarkable achievements after the launch. As of November, global sales exceeded 9 million units, but sales in Taiwan still account for a relatively small amount. At present, the high-end mobile phone market in Taiwan is still dominated by Apple, Samsung and Sony, while the share of OPPO and Xiaomi is locked in the mid-end, and is gradually increasing. In order to expand the mid- to high-end market in Taiwan, in addition to hiring senior executives of mobile phones with world-renowned brands in Taiwan and setting up an operating team, Huawei has also significantly changed its marketing routes in Taiwan. In addition to Wu Bai, Huawei will continue to negotiate more about local businesses in Taiwan.


In addition to Huawei, Motorola, which has been acquired by Lenovo mobile phones, has recently officially announced the launch of its flagship Moto Z and mid-range model Moto Z Play in Taiwan, returning to the Taiwan market. Chen Tailin, general manager of Lenovo Taiwan, further stated that he chose to return to the Taiwan market because Moto Z is the most advanced product of Motorola in recent years, and the Moto brand will work long-term in Taiwan.

At present, Motorola promotes mid-to-high-end models in Taiwan. With its multi-functional module kits and stylish stylings, Motorola is cutting its market angle with high-quality and personalized designs. Lenovo plans to introduce the Moto Z module in Taiwan, which includes camera modules, projector modules, and loudspeaker modules jointly owned by speaker manufacturer JBL, which are jointly owned by Swedish professional camera brand Hasselblad.

According to Taiwan’s telecommunications industry, branded mobile phones in mainland China have been growing rapidly in the Taiwan market this year, and sales have increased by about twice as much as last year. Local major telecom operators have sold handsets from mainland brands such as OPPO, Huawei and Xiaomi.


It is worth mentioning that OPPO has performed quite a lot in the Taiwan market through its title sponsorship of Taiwan’s variety show marketing brand. For example, the midrange product F1s has become Taiwan’s best-selling mainland mobile phone since September’s main high-pixel and self-portrait lens, and the market share of OPPO has reached 4.6% in the first half of the year. The future domestic mobile phone is likely to repeat the fierce competition in Taiwan. .

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