With the Southeast Asian market, comparable to China's Indian market aura, as the world's fourth largest population, the same is the fourth largest mobile phone market in Indonesia, almost did not get the amount of exposure should be. Now, like the cat's Indonesian market has gradually grown into a huge lion, and the ups and downs of the Chinese mobile phone manufacturers are fully "eroded" the Indonesian market, sales of the top ten mobile phone brands, Chinese brands accounted for half of the seats.
   Chinese mobile phone win over iphone.
   "When I first came, the smart phone is up to the BlackBerry and Samsung, but soon not much." Sichuan people because of the company's construction of Indonesia's highway project, came to the North Sumatra province of Mindanao, Medan The city is Indonesia's fourth largest city, and Bihan in the city for nearly four years, just witnessed the rapid development of the Indonesian mobile phone market.

    "The Indonesian market and the entire Southeast Asian market, there is a significant feature is the development of particularly fast, behind our five years, it will be able to catch up with 3 years.As the Chinese Internet to catch up with the United States is very fast." Software service providers APUS founder and CEO Li Tao said that in 2014 to enter the Indonesian market, fancy is the market prospects of Indonesia.

    Indonesia has a population of 250 million, is second only to China, India, the United States the fourth largest population of countries. Indonesia, which is composed of about 17,508 islands, is also the largest island nation in the world, and Indonesia's unique geographical conditions, the broadband market is developing slowly, which also accelerates the migration of users to smartphones. 2014 into the Indonesian software market, Li Tao is spotted the fission of the market, to seize the initiative. According to IDC analyst Jensen Ooi data show that by the end of 2016, 4G smartphone shipments accounted for 62% of smartphone shipments, and this figure, only 22% in 2015.

    "Indonesia is a price-sensitive market, almost 2/3 of the smart phone shipments in the $ 200." According to Counterpoint Research analyst Tarun Pathak analysis, the Indonesian market, the more popular smart phone models SamsungJ5, OPPO Neo 7 , Vivo Y55L, etc., the price is in the thousand or so. Due to low configuration, memory, "we will tend to choose less traffic, resources, small software and games." Li Tao said. By this wave of wind, the current APUS system, browser and other products in Indonesia has more than 30 million users.

    According to IDC data, the entire 2016 year in Indonesia smart phone shipments of 30.3 million. IDC predicts that shipments in Indonesia will reach 40.3 million units in 2017, up 85 percent to 20.32 million units by 2021. The total sales amount will exceed $ 10 billion, making it second only to China, India and the US Four smart phone market.

    Apple has been less popular in Indonesia. Eric, who works for the bank's IT department, is a high-income group in Jakarta and his cell phone is the Samsung Galaxy S6 Edge. In the crowd around him, Samsung, LG, millet, OPPO used most, and the banks around the Indonesian colleagues are all buying the Chinese brand mobile phone, millet, OPPO, vivo, Huawei is the most mainstream four brands. "Millet, OPPO, vivo here to sell a little lower, only Huawei has more than 2,000 models." Bi Xi said.

    However, for the BlackBerry, this is perhaps the last piece of pure land. Around 2013, the Indonesian market in the BlackBerry due to the keyboard and free instant messaging BBM popular. After being restricted by the new Act TKDN, the BlackBerry was licensed under the trademark Aurora and entered into Indonesia through BB Merah Putih. BlackBerry this year will launch a new product, the initial price is 3 million rupiah (equivalent to about 1,500 yuan), hoping to get the Indonesian mobile phone market, 13% market share indicators.

    Step by step overweight "limit outside order" policy

    If not the Indonesian government again and again through the laws and regulations to limit the development of overseas brands, this year the proportion of the Chinese market in Indonesia will be on the next level of mobile phones.

    In 2015, the Indonesian government introduced a new regulation that would require 4G mobile phones sold in Indonesia to increase its domestic production component content (TKDN) to 30%, which came into effect on January 1, 2017.

    This is not the first time the Indonesian government has issued a ban. In 2012, Indonesia's imports of smartphones soared, the Indonesian government to limit the import of mobile phones, promulgated No. 82 Trade Minister regulations, to strengthen the import of electronic product specifications, designated import ports, increase import barriers, while the price of more than 5 million rupiah (about $ 417) of the imported mobile phone levy 20% tariff. However, the Indonesian government is not satisfied with this, in accordance with the requirements of the Industrial Minister Ordinance No. 69, the manufacturer must set up factories in Indonesia, 20% of the R & D activities completed in Indonesia.

    When the new law promulgated, the Indonesian market has 16 mobile phone brands of localization components content of 20%, the total production capacity of 23.02 million units per year. Among them, the Chinese brands have OPPO, Haier, Huawei and Lenovo four. OPPO response speed, 2015 investment in the construction of the first overseas assembly plant, and in the year to achieve mass production.

    2015 is the first year of domestic mobile phone to the sea, the Indonesian government gradually tighten the attitude, to the then proud of the Chinese mobile phone manufacturers a wake-up call In addition to OPPO super power, then set up factories and put into operation, the other mobile phone manufacturers extremely lonely. Lightweight, focused on the overseas market of a plus, in the "stay" after a brief year, announced in 2016 to withdraw from the Indonesian market, One Plus (a plus) Although short-lived, but the image of high-quality Andrews machine, in the hearts of local people Branded, Eric's eyes, the Chinese mobile phone brand One Plus seat.

    Millet in August 2014 into the Indonesian market, compared to other markets in the torrent, subject to TKDN millet in the past few years in Indonesia's performance, IDC analyst Jensen Ooi used the word silence: unable to meet the 4G mobile phone local Assembly ratio restrictions, millet shielding the Indonesian version of the mobile phone 4G function to meet the policy requirements. But it is gratifying that in February this year, millet announced the beginning of the production of mobile phones in Indonesia, the factory annual output of up to 100 million units, the main products supply the Indonesian market.

    Of course, building is not easy. Foxconn began planning to invest in Indonesia in 2012, according to investment plans, the cumulative total investment will reach 10 billion US dollars, directly create at least 10,000 jobs. But the land price is not talk about, dragged on three or four years, the last Foxconn canceled the construction plan.

    Once again set off a new wave

    Indonesia is a young country. According to IndexMundi, Indonesian people under the age of 24 account for 42% of the total population of Indonesia, APUS large data platform user image label feedback, the Indonesian market more than 50% of Internet users are 30 years of age. According to United Nations projections, by 2050, Indonesia's population will reach 322 million, of which 50% of the population is under 36 years of age. As consumer demand is growing, Indonesia has grown into one of the largest markets in Southeast Asia.

    Huge market appeal, so that the Indonesian government's TKDN law on the domestic mobile phone restrictions are increasingly smaller, the major mobile phone manufacturers have announced the construction of factories in Indonesia. June 2015, vivo officially entered the Indonesian market, at the same time, will invest in Indonesia to build vivo local chemical plant, which is the first time that vivo will be announced in overseas factories. Has been sold in more than 40 countries Meizu also actively build factories, is expected next year launched Meizu MX6, Meizu M5 and Meizu M3 Note three smart phones. Now China mobile phone millet, OPPO, vivo, Meizu, Lenovo, etc. in Indonesia with factories or factories.

    Indonesia's most popular Android smartphone models are OPPO A37f, Samsung G313, G318, these phones are priced at $ 100 or less. The market quality and cheap mobile phone more and more, but also because of its high cost, widely welcomed by users. But young people spending power, the price is no longer hinder the popularity of smart phones to a wider crowd of obstacles. APUS report "APUS Indonesia smart phone user behavior survey: thousand yuan intelligent machine daily open way" that "change" is still the theme of this market in Indonesia.

    "Indonesia's GDP growth rate of up to 6%, accelerate the process of urbanization, consumption levels continue to improve, can be expected low-end smart phones will not always occupy the dominant market, high-end smart phones will soon get the opportunity to grasp the future of the Indonesian mobile phone market, Will also change the way Indonesia uses mobile phones and applications, "the report said.

    Attack the OPPO

    Roxy Mas, Cempaka Max, ITC Mangga DUA and so on, of which Roxy Mas is Southeast Asia's largest mobile phone wholesale market, gathered from the capital of Jakarta, Indonesia, there are several similar mobile phone market, Roxy Mas, Cempaka Max, ITC Mangga DUA, The world's mobile phone brands. Go inside, everywhere the Chinese mobile phone brand, once people will produce the illusion of being in the country. Among them, the most prominent is the green Logo OPPO.

    The Indonesian operator does not have a strong position with three of China's top operators, "90% of the shipments are done through open channels, with only 10% traveling through telecom operators." Tarun Pathak analysis, operators bundled with no To bring too many benefits to the user, but because of the fierce competition between the brand, offline channel discount more, plus Indonesia's electricity business channel has just started, so most users still like to buy smart phones online. This means that a mobile phone brand in the Indonesian market Fengshengshuiqi, depending on the open channel how to manipulate. And this is OPPO best at the field of hard work.
In 2013, OPPO with Find 5, Find Piano, Way three machines into the Indonesian smart phone market, four years later, according to Tarun Pathak to provide data, 2016 Indonesian market share, OPPO accounted for 16%, ranked Samsung After 22%. Followed by ASUS (13%), Lenovo (6%) with native brand Adan (6%).

    OPPO rapid development of the delivery to the end of the consumer side, Biaxian that also a year or two of the time, the rise of Chinese mobile phone overnight. Often haunt the town he found in the rural areas around Medan, are also everywhere OPPO ads. Jensen Ooi said that compared to other manufacturers, OPPO features advertising, event sponsorship, sales staff and stars.

    Well-known business strategy expert Zhou treasurer had depth research OPPO in Southeast Asia's development process. He believes that in the Southeast Asian market OPPO overall play similar. In order to open the Vietnamese market, OPPO Vietnamese not only responsible for the retailer: as long as the OPPO into the store, you can out of 2 million US dollars profit margin, Also invested a total of 17 million US dollars of advertising, with a strong fire to express sincerity. Into the Vietnamese market, OPPO added a few million dollars of image investment, access to the local brand of Vietnam mobile world door, advertising, posters and other strategic resources. Three months, 600 promoters "Rulangsihuo" into the mobile world 300 stores nationwide.

    Zhou dispensers believe that the competitiveness of the smart phone industry has three - product quality, brand potential and cash flow operations. OPPO soberly aware that consumer electronics giants must produce high-premium products, so give up the price war, in the Southeast Asian market, OPPO product price is 20% higher than the average Samsung. But OPPO requires all retailers to pay for cash (to 60 days return guarantee), squeeze and bundled retailers in the hands of the cash flow, access to the full ecological cash flow support.

    In the week, the local retailer said: "OPPO requires cash settlement, to speed up cash flow, which is the result is that the leading Indonesian market Samsung with its own cash flow through the dealer to support the OPPO operation" The Strong cash flow, so OPPO emboldened to face a variety of challenges.

    More Chinese mobile phone competition, pulled up the price level of Indonesia's best-selling models. Jensen Ooi data show that although 81% of Indonesia's smartphone shipments below $ 200, but the Chinese brand to participate in the competition, a year, 100-300 US dollars price range of the market share from 44% To 54%.
 
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