In assessing the extent of the competition, the use of market share is very helpful. But in China mobile phone market, it is not always true. Local brand low price mobile phone has a limited market share (<20%), but has an unbelievable “grey” market share and target user. What can we learn from this phenomenon? On the other hand, we conduct a lot of user research, and get sufficient information of local users. How can we utilize these research data? As a user experience practitioner, our mission is to screen thousands of user needs and refine the features, finally propose the appropriate localization strategy of mobile phone user experience.