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In recent years, the smartphone market has taken off a wave"Image style"Major brands have cooperated with internationally renowned imaging companies and achieved excellent results in the field of imaging through co-branded cooperation. However, now some domestic mobile phone manufacturers plan not to renew the contract after the expiration of the cooperation, and choose to independently develop image brands, which means that they have to kick in"Kick away"These partners, with their own strength, blaze a new trail. This move reminded many netizens of Huawei's approach, Huawei started to carry out joint cooperation in the field of imaging, and now it focuses on independent research and development, whether it is operating systems or chips, so some Chinese companies have also followed Huawei's model and began independent research and development. Internally, this is nothing more than a joke. However, in the eyes of foreign media, many people think that this is crossing the river and demolishing the bridge. In fact, the reason why domestic mobile phone brands are famous all over the world in terms of imaging is mainly due to co-branded cooperation. For example, working with brands such as Leica and Hasselblad not only brings competitiveness to mobile phone brands, but also establishes a good image for them. Now, however, these brands have established themselves in the market and plan to develop their own products and abandon these co-branded partners. From this point of view, it is not an exaggeration that they are called crossing the river and demolishing the bridge. However, I don't fully agree with this view. On the contrary, I think it's just a result of the megatrend. Huawei's mobile phone business has shown signs of rising, and if Huawei focuses on its mobile phone business, it will sooner or later become the pinnacle of the industry. After all, Huawei's mobile phones are strong as a whole, with the support of Kirin chips and HarmonyOS operating systems, which is already ahead of many domestic mobile phone manufacturers. However, it is difficult for domestic mobile phone brands to break through the limitations of systems and independent research and development of chips. If you want to enhance your competitiveness, you can only start with the imaging system, because relatively speaking, this aspect is easier to cut into, and it is simpler than independent research and development of chips. In order to establish a market share base, these manufacturers have to embark on the path of independent research and development. It's not about crossing the river and tearing down bridges, it can only be said that each brand has its own strategy.
Co-branding is a common strategy in the mobile phone market, with many brands partnering with well-known imaging companies to improve the imaging capabilities of mobile phones by borrowing each other's brands and technologies. This collaboration has brought clear benefits, increasing brand awareness and influence, and making mobile phones competitive in terms of imaging. The co-branding cooperation also allows mobile phone brands to learn from the excellent experience and technology of internationally renowned brands and improve their R&D capabilities. However, there are some problems and challenges associated with co-branding. First of all, the cost of co-branding is relatively high, not only need to pay the licensing fee of a well-known brand, but also bear the input cost brought by the follow-up cooperation. In today's highly competitive market and declining profits, it is difficult for these brands to bear the high cost of cooperation for a long time. Second, there is also the problem of cooperation stability. The intention of the partner and the market environment will have an impact on the partnership, and the partner may terminate the cooperation for various reasons, which is a big risk for the brand. Therefore, choosing independent research and development and getting rid of the dependence on co-branded partners is also a self-help move for these brands.
It's no secret that the U.S. ban on Huawei has broken off its cooperation with Leica. So in this case, it seems that a similar dilemma faced by domestic mobile phone brands is possible, and they may not have the ability to deal with this ban like Huawei. Therefore, it is also a good thing for domestic manufacturers to remove the burden of co-branding as soon as possible. After all, co-branding comes at a cost. In the case of Huawei, the previous Leica lenses were not really Leica**, but only cooperated to some extent. Even then, the cost of cooperation is very high. In today's market downturn, it may be difficult for domestic mobile phone brands to bear such high costs. Especially in the context of rising cost control, it is even more unfeasible to use other people's products with high capital.
For domestic mobile phone brands, choosing independent research and development is an inevitable trend. Due to the influence of the external environment, such as the ban in the United States, etc., they need to get rid of their dependence on partners and independently develop their own technologies and products. In addition, independent research and development is also an important way to increase competitiveness. Today, imaging technology plays a crucial role in the field of smartphones. Having powerful imaging technology will be able to enhance the selling point of the product and attract more consumers' attention and purchase. Therefore, domestic mobile phone brands need to make greater efforts in independent research and development to continuously improve their strength and competitiveness.
In short, the manufacturers that domestic mobile phone brands choose to independently develop and abandon co-branded cooperation are not crossing the river and tearing down bridges, but conforming to the general trend. With the rise of Huawei and a series of market changes, independent research and development has become an inevitable choice for mobile phone brands to enhance their competitiveness and establish their status. Although co-branded cooperation has brought certain benefits, there are also problems of high cost and poor stability of cooperation. In addition, the shadow of the US ban has also prompted domestic mobile phone brands to de-rely on partners as soon as possible. Independent research and development is of great significance in enhancing brand strength and opening up the market. Therefore, domestic mobile phone brands should increase their independent research and development efforts, improve imaging technology and product strength, and meet future challenges.
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