Feng Qingyan
Oligarchive trends have been around in recent years. Now the trend is even more obvious. China's handset makers are now Huawei, Xiaomi, OP-PO, vivo and Apple. We are fortunate to have a good hand at the new retail The layout is still at the forefront of the market, and we are a true toc company, "said Lin Bin, co-founder and president of Xiaomi, to the Economic Observer.
This year, China as the world's largest mobile phone market, the market shrinking sales situation, the nature of the upgrading of consumer upgrades into the mainstream, Apple iPhoneX selling by sales in the substantial growth of the four major Chinese mobile phone manufacturers still sit Maintain the most profitable handset manufacturers throne, the global mobile phone sales leader Samsung mobile suffered a substantial decline in China.
Huawei, millet, OPPO, vivo truly domestic mobile phone manufacturers in the top four positions, but also in the high-end mobile phone market, there is no shortage of innovative highlights.Xiamen first attempt to launch a 19: 8 full screen this year to become the new wave of Huawei Kirin 970IA chip Let the mobile phone technology innovation sense on the subject of apples. Millet experienced two years of trough this year to achieve 'full of blood revived' Once rely on 'low-cost hardware or even free' strategy to quickly seize the market, Le mobile as the capital chain rupture crisis has now been The public away from the line of sight, earlier 'China Cool' one of the cool has become its 'victim.'
In the second half of last year, the ups and downs of component prices sprawled out. In 2017, the series of upstream industry chains and other resources are gathering more and more with large mobile phone manufacturers. The trend of online and offline integration of mobile phone sales is obvious. On a series of factors, the threshold of technology competition is getting higher and higher, the ultimate entrance of the phone in the future era of Internet of Things still in the fierce competition is still intensifying circumstances, the strength of the Chinese mobile phone Manufacturers have to open the globalization strategy, looking for new opportunities for development.
Matthew effect tend to show
'This year the domestic mobile phone market is declining, last year the Chinese market, mobile phone shipments of about 500 million units may be down 15% this year.' '360 mobile phone president Li Kaixin recently told a new Economic Observer Economic Observer frankly.
As the world's largest mobile phone market, the Chinese market as a whole is shrinking this year, Sanofi market research report released from January to November this year, China's mobile phone offline market cumulative sales of 366 million units, down 8% over the same period last year, While the offline market accounted for more than 75% of the total mobile phone market in China. Researchers from various agencies all expressed their expectation of the negative growth of China's mobile phone market this year.
Mobile phone industry has entered a mature period, there is no pre-accumulation and the sudden rise of the opportunity has disappeared, the millet has enjoyed the Internet and smart phones double outlet dividend will not come back, has been heavily dependent on 'hardware free' Even China's new top four mobile phone manufacturers 'Hua Miao OV', but also in the 'high-end', 'low-end' market both sides break through, high-end market bias to technology research and innovation as a breakthrough point, the low end tend to cost And channel efficiency improvement as a breakthrough point.
GfK, a world-renowned data research firm, released its domestic smart phone sales in October. Overall, the overall smartphone market in China slowed down in October, down 1.4% from the same period of last year. On the other hand, Huawei's market share of 22.77% Maintain the position of the market first, to maintain the contrarian steady growth OPPO, vivo, Apple, millet, etc. out of 2335 (6.000, -0.07, -1.15%) bit, the top five brands accounted for a total of more than 82 smartphones in China % Share of sales, Matthew effect significantly.
Huawei and Lenovo are the typical examples under the Matthew Effect. Huawei mobile phones continue to introduce new technology trends based on the mate and p-series, including the mate10 series, a flagship artificial intelligence system equipped with self-developed AI chips, and the static Take pictures and run points and other advantages of 100 points, allowing them to lead the domestic mobile phone benchmark Apple and Samsung's high-end machines, while the Lenovo mobile phone in its strategic readjustment cancel ZUK and other brands only retain the Moto brand, although the determination of reform is very big move , But the overall supply chain resources to more and more large enterprises, downstream users more and more attention to experience the case, the reform is not ideal, Lenovo mobile phone sales in 2016 less than 5 million units, I am afraid this year, there will be no big improvement , Or even worse than the hammer, mobile phone brand such as 360. At the same time, Meizu Huangzhang regression this year, the situation continues to spread high-level and structural adjustment, and even lead to storm off shop, trying to get 'rebirth', now Look is still unknown.
Market battle
The age of 'cake growing' in China's mobile phone market has gone away, replacing the 'more monogamy' and 'grabbing food from opponents' .This bloody pressure exists not only in front of those small handset manufacturers, but also In the first mobile phone camp in China.
Although glory this year still won the first January of China's Internet brand mobile phone performance for Huawei to bring good sales and sales, but the glory of the future campaign is obviously more intense.
'Ninety percent of the world's population is poor, low-end mobile phone companies have a poor market, do not underestimate them. Huawei also have to do low-end machines, our old products may precipitate is to do low-end machine.' Ren Zhengfei recently An internal Huawei conference said.
Coincidentally, Ren Zhengfei recently personally issued a "glory brand mobile phone commission commission program," because there is no cap on, 13 employees may get superb incentives for 23 staff bonuses, so that glory to become the focus of discussion, December 21, glory to A glory of 9 youth version of mobile phone new products and fully open the glory youth AI innovation plan as a new product launch this year.
Zhao Ming, president of Glory, reported to Economic Observer that this project can be said to have been somewhat glorified for its purpose of breaking down our internal hierarchies and barriers so that all forces and capable people and those who are willing to do so Like the song "wearethebrave," you only have to work harder than one who is conservative and unwilling to break one's own. This is what we really hope for.
'The market situation in 2018 may not be more optimistic, but the goal of glorifying the future is quite firm and far-reaching: the world's top five in three years,' said Zhao Ming.
It is fortunate that many domestic and foreign enterprises have made great achievements overseas despite the shrinking domestic market and intensified competition. In the third quarter of this year, millet in India surpassed Samsung to become a city Accounting for the first mobile phone company, and OPPO in Southeast Asia market, Huawei in Europe market, in Africa, acoustic, have a very high market share.
Tragedy and miracles
It can be said that this year's largest mobile phone industry tragedies and the biggest miracle, are from two Internet phone brands, the former is music, the latter is millet.
Leveraging on the eco-chain model of 'hardware negative profit and content earning money', Le Mobile has gained 5 million units in its launch year and surged to 20 million units in 2016. In the next two to three years, it has grown to become the top 10 domestic mobile phone sales, However, as the capital chain crisis, Jiayue Ting left the United States and other incidents, 'upstart' rapidly fallen into 'tragedy', until recently someone on the platform for the sale of music as 8, 9 into a new phone as low as 12 $ 100, no one cares. Music as the phone's fall, so before its acquisition by the Cool also become its 'victim', in 2015 there are 2.3 billion profit cool in 2016, a loss of 42.3 billion Hong Kong dollars this year, bank debt , Large-scale layoffs and other crises with the left and right, the financial chain is difficult to continue, the recent spread of its land for survival, 'live' has become its current sole goal.
The millet is the biggest miracle this year, IDC data show that the millet 2016 China mobile phone shipments amounted to 415,090,000 units, plunged 36% over the previous year's 64 million.However, this year's millet open counter-attack mode, Lei Jun in the near future is expected Millet shipments will exceed 90 million units.Micro millet mobile phone brands this year, the largest number of sales growth in the few suspense.