December 11, Huawei glory mobile phone official microblogging reprinted a microblogging content shows that recently a mobile phone store in Huangxing Plaza, Tianxing District, Changsha, a malicious smashed shop events.Although millet did not act on the hit shop A positive response, but according to the relevant media to verify the results of both see, smashing storefront staff for millet company Changsha office.
In fact, this is not an isolated event in the mobile phone industry. Prior to this, the direct conflicts between offline store employees of different mobile phone brands are common. As the innovation of mobile phones becomes more and more difficult and the homogenization of products becomes more and more serious, The knockout is also more intense, which also makes the friction between different mobile phone brands constantly.
According to the latest data released by China Institute of Information and Communication, the domestic handset market shipped 43.2511 million units in November, down 20.7% from the same period of last year. The new round of winter in the mobile phone industry has come.
Sun Yan Biao, president of the first mobile phone industry research institute, told CBN reporter that in October this year, Xiaomi ranked fifth in sales volume behind only Huawei, OPPO, vivo and Apple, while glory ranked No. 9. However, Glory is also seeking space off the line, and as a result, millet and glory battle more intense.
Mobile phone into the stock market second half
From 2015, the channel sink is no longer a slogan, the offline market has become the main purchase channels for domestic mobile phones, including the Internet brand millet and glory.
With more and more open channels of offline channels, once the glory of playing online and Millet will also extend the front line.
In 2016, Lei Jun publicly disclosed that 'in the next five years, it will open 1000 offline stores, each with retail sales reaching 100 million yuan.' One year later, the number of millet stores nationwide increased to 258.
Not long ago, Zhao Ming, president of Glory, told reporters at the First Financial Technology and Innovation Conference that Glory uses a light asset model online and that there are only five people in Guangdong province who are under the line. "We added in all regions of the country Up to do offline people only 34 people.We have 17 provinces and cities, glory and even none of them.But today glory is already the fifth Chinese brand on the market, we split with Huawei dual brand, came in We are in front of Huawei, OPPO, vivo, Apple, glory is the fifth line under the brand.
Sun Yan Biao believes that increasing sales pressure and expanding the number of stores is proportional to, and the smartphone stock market dividend is already an overall trend, which gives front-line sales staff also brought greater pressure.
Recently, the Ministry of Industry and Information Technology Research Institute of China Institute of Information released "in November 2017 domestic mobile phone market analysis report" pointed out that in November this year, the domestic handset market shipments 43.2511 million units, down 20.7%; listing of new models 77, Down 22.2% from a year earlier.
Specifically, in terms of smartphones, smartphones shipped in November amounted to 40.345 million units, down 21.7% from the same period of last year. There were 52 new models of smart phones listed, down 40.2% from the same period of previous year. In October of this year, domestic handset shipments were 3818.1 Million, down 9.8%; listed on the new models of smart phones 50 models, down 28.6%. Whether it is handset shipments, or shipments of smart phones, November data drop much higher than in October.
Sun Qi, vice president of Sino said that according to the latest market data of Sino, the offline channel in November dropped 6% from the previous month and down 16% from last year. As a result of the pull of Apple and Huawei, the average offline price broke through 2,200 for the first time.
For handset vendors, the decline in shipments in the handset market is due to the "smartphones", "2G / 3G users switch to 4G", and "entry-level consumer upgrades". All three market bonuses have been eaten, and the mobile phone market has entered a climax Cruel 'stock market' second half.
T-type survival under the pattern
In fact, the decline in shipments of smart phones has begun to form the pressure chain conduction to the upstream.
A Taiwanese supply chain company revealed that handset brand manufacturers, including Huawei, OPPO and vivo, have shrunk by more than 10%, causing upstream manufacturers to have concerns about follow-up orders from mainland mobile phone customers. The industry chain generally believes the market will continue into next year the first season.
At present, the three mobile phone manufacturers did not make a formal response to the above statement.
However, from the current market situation, small and medium brand mobile phone manufacturers have begun to be affected by the market downturn to Meizu, in the market research agency Sino data, Meizu phone sales in the past year has been declining in the first In the third quarter of Seineo's third-quarter domestic mobile phone sales, Meizu sold 380,000 units in the quarter, down from nearly 870,000 in the same period last year to 870,000 units, while in the first quarter of this year, In the second quarter, Meizu sold 640,000 units and 450,000 units, which means that in the first three quarters, Meizu did not sell 1.5 million units of Meizu phones.
In the brutal competition in the market, under the pressure of capital Meizu seems to have come back to the origin, take the student population to stabilize the plate, using accessories and other products to become the Meizu hematopoietic nowadays last resort. 'Sun Yat-Biao told reporters.
Research firm GFK calls the current mobile phone market a "T-shaped pattern." GFK said in a sense, entering the second half of 2016, China's mobile phone market resources quickly converge from the original "inverted triangle" to the "T 'Type pattern that the head brand to continue to expand product lines, high school low price across the board shuffling, waist brand space compression, limited size, small brands and consumers form a fault, the channel is difficult to infiltrate, the market vitality drastically weakened, the whole Market pressure doubled, brand break need to introduce the difference of 'new' thinking, get rid of the market detention.
Under these circumstances, GFK analysts said it needs to capitalize on the 'grand platform era' and be driven by 'new' retail changes.
GFK analysts believe that in the future mobile phone manufacturers, channel operators and e-commerce boundaries will gradually melt and enter the unbounded competition. The gradual superimposition of ecological links centered on mobile phones and speakers will gradually increase the 'marginal cost' for users to change brands, Just as when replacing a mobile phone number, a series of marginal costs such as contact notification, bank card unbinding, account number change, high quality and diversified ecological link experience will become the key barriers to competition in the future big platform.