Lively 'double 11' has long ended, this time as in previous years, in addition to still express on the road, that is, a variety of lists have been released.
Mobile phones are always of particular concern in every category of 'Double 11' each year. According to the records of previous years, brands like Apple and Xiaomi are leaders in mobile home appliances every year.
However, this year's situation has changed a bit. Of course, the sales of mobile phones such as Apple, Xiaomi and even glory are still very hot. However, compared with previous years, it seems that the competition between them is less of a gunpowder smell.
According to "Operation Analysis Report on Domestic Handset Market in October" released by China Institute of Information and Communications, the domestic handset market posted 405 million units, down 8.3% from January to October 2017. The shipments in October were 3818.1 Million, down 9.8%, of which domestic brand mobile phone shipments of 31.934 million units, accounting for domestic mobile phone shipments over the same period 83.6%, down 15.4%.
Shrinking market will not be for which brand, which is the mobile phone industry needs to be faced with problems in the current domestic mobile phones are up to catch up with international brands, any signs of trouble in the domestic market may have far-reaching implications for them. Nearly 10% of the overall shipments decline, which deserves all manufacturers wake-up call.
In such circumstances, the outcome of the competition for moment is of little significance, the most considered issue for each cell phone brand is how to reverse or stabilize a good situation through the product. Give up 'double 11' bickering, may be A wise choice.
However, the reason for the shrinking of the market is that it is only a series of chain reactions brought about by the upgrading of consumption, in general, the upgrading of consumption will lead to the increase of high-end mobile phone shipments.
According to the data from China Information and Communication Research Institute, the average price of domestically made handsets in the domestic market increased from around 980 yuan in 2014 to about 1,350 yuan in 2016, with an average price increase of 38% .In 2016, China's mobile phone market The proportion of global sales increased from 19.8% in 2014 to 21.5%.
This set of data shows that the domestic market has been on the rise no matter in terms of average mobile phone sales or global sales.
Lynx official data this year is also a good proof.According to the official announcement of Lynx sales of single-product point of view, in the single product sales amount list, in addition to glory play 7X, red rice 4A, red rice 4X, The remaining few are priced at more than 2,500 yuan in the high-end models, while the number of single-product sales, iPhone8 Plus is also a rare squeeze into the ranks of the top five.
The high-end mobile phones will allow the use of mobile phones extended the user renewal cycle, the final performance of the market shrinking sales.
But the high-end mobile phone manufacturers can not do wishful thinking can be done, we must have the consumer's identity before it is, after all, is to take out more money from their pocket. And to achieve such a recognition, in fact, there are different ways you can Choice, these roads do not conflict with each other, so between the big domestic mobile phone brands, seems to have reached some kind of tacit agreement.
Such as Huawei's high-end line, through self-research to achieve.Data released show that Huawei's R & D investment in revenue ratio, from 9% in 2009 increased to nearly 15% in 2016. Such a substantial increase in R & D investment, only With what we currently see, the HiSilicon Kirin processor can be compared to Qualcomm Snapdragon processors, which is where Huawei and other high-end brands compete most.
The millet is taking the other road, through design innovation, and gradually get rid of stereotypes in the eyes of consumers in the past, has released the second generation of millet MIX series is the best proof of millet, the concept of full screen Widely used by the mobile phone industry, this is millet in the past two years to make the greatest contribution to the industry.
Others such as vivo, OPPO and Jinli, also are doing their best to follow the most popular trends in the industry to highlight their respective advantages, whether it is taking pictures or life or safety, have captured many users, and this difference Strategy brings different user groups, each other basically does not affect each other.
Different high-end line, so that these brands reached a certain tacit understanding, and so these brands gain a firm foothold in the field of high-end, the broad pattern of domestic mobile phones will basically be determined.Thus, different positioning is not necessary too tit for tat.
However, there is still a conflict of interest under a large stable pattern, such as the glory and the millet that started out as a group of young people and started their own businesses in the field of Internet phones. After this' double 11 'there was a bickering. Xiaomi claimed to be' Double 11 'in the' crazy first 40 ', while the glory said that they have won the Jingdong + Lynx total sales and sales of double champion, total sales of over 4.02 billion yuan, a veritable king of sales.
It may be true that the two are talking about, but from what point of view to interpret it, but this 'good news' is presented to more than two of their respective user groups.
In the context of a shrinking market has set the background, the mobile phone industry there is a more worrisome problem, especially those second and third line of mobile phone brands, that is, with the rising cost of mobile phone components, the overall effectiveness of the mobile phone industry is actually in the Falling.
Whether Sony's camera or Samsung's screen, memory, these high-end components are often out of stock in the last two years, this is the increase in high-end handset shipments, and secondly, and the lack of capacity of these components related. However, the rise in mobile phone manufacturers' profits will surely decrease as the data shows that the operating profit margin of handset industry dropped from 4.7% in 2016 to 19% in 2016.
This situation did not show any improvement in 2017.
I believe we also had the impression of the decline of the cell phone OEM industry to domestic as an example, a large number of cell phone OEM business is the collapse of a number of small and medium-sized brands delisting, and the reason why these small and medium-sized brands delisting, to a large extent Because of consumer upgrades. There is no sales of small brand mobile phones, foundries there is no order, only regrettable to leave.
And now some second and third tier mobile phone brands are facing the dilemma faced by mobile phone foundries.With the upgrading of consumption, the user's choice is more and more concentrated in some well-known brands, second and third tier mobile phone manufacturers do not have the financial resources to support their own products Upgrade, it is even more unable to attract consumers.
It's like a whirlpool, second and third tier mobile phone brands will be deeper and deeper in this whirlpool.
From this time on the double 11 can be clearly seen that almost all sales are concentrated in the hands of some oligarchs Apple, Xiaomi, Huawei, almost difficult to see the shadow of second and third line cell phones.
In fact, this means that China's mobile phone industry, the overall pattern has been basically established in the pattern has been set, and unable to achieve profitability, the second and third tier mobile phone brands have to face a cruel fact that they are gradually being abandoned by consumers. The market is accelerating the reshuffle and the time left to them is really limited.