In 2017, the growth of retail sales volume in China's mobile phone market continued to fluctuate, with a steady rise in prices
GfK China's mobile retail sales monitoring data show that in the third quarter of 2017, China's mobile phone market volume of 119 million units, 113 million smart phones, smart phones increased by only 1.0%; retail volume of 250.7 billion yuan, smart machine retail sales 249.8 billion yuan, an increase of 18.3% year-on-year, and the market continued to upgrade to a higher level.
In 2017, the retail sales volume in China's mobile phone market will have a positive and negative year-on-year growth rate with weak growth. It is estimated that the total volume of retail sales in China's mobile phone market will reach 474 million units in 2017, an increase of only 0.7% over the same period of last year; while the retail sales volume will be 10,300 YoY, an increase of 16.6% over the same period of last year. The average price of smart phones has reached 2,250 yuan. The mobile phone market in China shows a trend of steady price rise.
'T' pattern, growth room compression, pressure doubled, the need to break through the introduction of 'new thinking'
Into the second half of 2016, China's mobile phone market resources quickly concentrated from the original 'inverted triangle' evolved into 'T' -type pattern.The top brands continue to expand product lines, high school low-priced shuffle across the board, the middle brand space compression, the size of Restricted, small-brand products and consumers to form a fault, the channel is difficult to infiltrate the vitality of the market drastically weakened, the market pressure doubled, the brand break the need to introduce differentiated 'new' thinking, get rid of the market detention.
Large platform era, 'new' retail drive to change, online / offline growth gap widened
In 2017, the low-tier consumption upgrade bonus subsided and the offline growth was cut. Internet groups represented by Ali, Jingdong and Xiaomi launched the 'new' retail revolution with the help of such advantageous resources as capital, data, logistics and e-commerce. Rapid landing under the line, thereby driving resources to once again converge on the line, while the transition under the channel channel, and the rapid expansion of the online gap.
The third retail revolution - the era of a large platform has come, under the general trend of the industry can only be homeopathic, Internet Group's "efficiency and data" as the key elements of the early win, and how to stop the offline channels, the need for 'new' model change.
Everything connected, smart home, 5G will give birth to the cell phone as the core consumer 'new ecology'
Large platform era, manufacturers, channel operators, e-commerce boundaries gradually melting into the unbounded competition, and mobile phones, speakers and other ecological chain as the center of the gradual increase will gradually increase the user to replace the brand 'marginal cost', as in the When replacing a mobile phone number, a series of marginal costs, such as contact information, bank card unbinding, account number change, and high-quality and diversified eco-link experience, will become the key barriers to competition in the future.
Everything connected, smart home, 5G will spawn a series of consumer 'new ecologies' and the handy, handy, powerful and interactive nature of handsets will become the center of the 'new ecosystem' and how fast Efficient ecological layout has become a major platform for each party must face the problem.
Full screen 'new technology' broke out at an alarming rate, the industry lacks innovation and exacerbated the oligarchic pattern
Full Screen became the hottest concept in 2017 for the 'new technology' market in China's mobile phone market. The multi-brand full-screen product was listed on the market in September. GfK expects the full-screen product sales share to exceed 20% by the end of 2017 and the three-month share An increase of nearly 20 percentage points, far higher than the popularity of double camera.
Looking forward to 2018, the full-screen product is expected to exceed 40% of the whole year. How to break the cost limit of RMB1000 will become the key to further increase the share of the entire product screen. It requires the promotion of the entire industry and the whole industry chain.
Full range of high-tech brands across the board full focus on a technical point, from another perspective is also indicative of the industry's lack of innovation, while full screen resources will also further aggravate the oligarchic market pattern.
Diversification of technological innovation can once again stimulate market vitality, flourishing needs of all sectors of the industry involved in the joint efforts of all parties.
