With the rapid development of the domestic mobile phone industry, the domestic mobile phone brands have shown a state of contending in the earlier years, but as time goes on, the heat of the industry will inevitably decline. Coupled with the increasingly fierce competition and demographic dividend, some domestic products Mobile phone manufacturers low profits, the pressure of survival of the more obvious predicament, once the 'China Cool Alliance' now only Huawei thriving.
For the smaller mobile phone manufacturers or relatively smaller niche mobile phone brands, the trend of the industry reshuffle even more prominent, such as Amoi, Bird, Grand Coke, Grand Mobile, etc. have disappeared. Under such circumstances , The only minority mobile phone brands have become particularly conspicuous.It is also difficult to make people wonder why the future of niche mobile phone brands in the end? In nail technology, these niche mobile phone brands The future may be more difficult.
Smartphone market slowdown, and more and more to the head mobile phone brand concentration
According to the market research firm IDC recently released third quarter of 2017 China smart phone market statistics report shows that China's smart phone market shipments of 114.7 million units, slightly higher than the second quarter, but lower than the same period last year, year-on-year decline At 1%, and IDC expects China's smartphone shipments to be lower than the overall level of last year for 2017. This shows that the growth rate of the domestic smartphone market is gradually slowing down, even more than last year.
In the domestic market is gradually becoming saturated environment, consumers focus on smart phone brand selection trend further increased.IDC data show that the top five smart phone manufacturers in the Chinese market, the total share of 76.0% over the same period a year earlier 65.2% increase of 10.8 percentage points.Of the top five domestic brands, Huawei, OPPO, millet third quarter market compared with the same period last year have varying degrees of growth, while vivo although compared with the same period last year dropped by 0.2% But increased by 2% compared with the second quarter.
It can be seen that even though the Chinese market is becoming saturated, the headphone brands are still actively snatching the share of competitors, and the market pattern of 'strong stronger' seems to have become a fixed trend, while losing 10.8% of the market share here is reduced to Among the other mobile phone brands, the relatively small niche mobile phone brands may have the biggest losses, but this trend may be further highlighted in the more distant future. The minority mobile phone brands will face greater challenges of market concentration and Squeeze, living space will be smaller and smaller.
Small minority brands gradually lose the advantages of differentiation
The niche mobile phone brands that have been the main market segments all have their own loyal user groups by virtue of their differentiated advantages, and in the current situation, these niche mobile phone brands are gradually discarding the concept of "small but beautiful" , Continue to compromise the mainstream market.
In the hammer and one plus these two brands, for example, recently these two manufacturers have released their own new machine nuts Pro 2 and a plus 5T hammer products often come with 'feelings', 'craftsmanship' and so on Label, eclectic design won some of the user's favor.For example, to save the hammer in the 'hot' of the nuts Pro is called 'smooth and decent' era of sharp heterogeneity, with angular, cut feel Strong and unique appearance, Nut Pro becomes the best Hammer technology to sell a product, and get quite good reputation of the user.And its next generation of nuts Pro 2 will have to look mediocre, in addition to claiming to be ' In addition to the full screen design of the Almost Full Screen, the Nut Pro has also become mainstream and "sleek".
As for the recent plus 5T, the internet is full of spit and noise, saying that one plus has changed from 'not going to' to 'not paying attention'. This may be a bit exaggerated, but it is hard to cover up a 5T compromise with the market One plus one generation of bamboo back shell, can be described as a public, a glass, plastic fuselage in a clean, including one plus three unique back appearance also let a lot of people lamented a plus phone excellent ID design .After this, the appearance of a plus mobile phone with the appearance of other mainstream brands look more and more similar, especially with the major shareholder behind the home OPPO's models look like In addition to the OPPO R11 with a plus 5 In addition, the newly released plus 5T is exactly the same with the OPPO R11s, and even before and after the camera also 'upgrade' to the same models.In addition, after several times by a plus derogatory post-fingerprint recognition This time finally appeared in Plus a 5T on.In addition to its powerful hardware performance has always been, this one plus 5T seems more and more 'will be'.
It can be seen that products such as hammers and one plus continue to compromise with the mainstream market and may not be able to form differentiated competitive advantage once the degree of homogeneity is deepening. After all, every time a technology changes and the first to adopt new technologies is those headers Ministry of mobile phone brands, and these smaller mobile phone manufacturers limited to cost, technology, supply chain and other factors difficult to follow up in time, leading to the loss of opportunities.
Difficult to adapt to the cost of mobile phone components and consumer prices increase the trend
Speaking of cost, but also have to mention today's two major trends, consumer upgrades and internal costs of mobile phone components is precisely because of this impact, the current part of the domestic mobile phone manufacturers have to explore the high-end in search of higher profits For example, Huawei has made great efforts in recent years and has achieved good results, gradually gaining a foothold in the domestic and global high-end markets.
This may be a good thing for Huawei and other manufacturers, but not necessarily for niche mobile phone brands. On the one hand, in the case of rising prices and shortage of internal components of mobile phones, Control and supply chain bargaining power are relatively inadequate niche mobile phone brands, their production capacity is likely to be subject to a certain extent, to further exacerbate the pressure on sales.
On the other hand, under the general trend of upgrading consumption, tier-one manufacturers like Samsung Apple, Huawei, etc. can use the past brand image and excellent strength to create high premiums and raise prices for its handset products, while niche handset brands are not enough premium High and gradual lack of innovation, loss of core competitiveness, difficulty in achieving sufficient and effective price increases for products, which in turn leads to 'falling behind' and return to the situation where the middle and low-end markets are eating away from each other.
In summary, the mobile phone industry is a round of reshuffle, in such a market rules, the niche mobile phone brand in front of the situation is not optimistic, if not always vigilant, the future may be more difficult than it is now .