Apple's new phone iPhone X lead the wave of a comprehensive screen, millet counter-attack ... In 2017, the changing mobile phone market is not lack of stories.With the sudden emergence of domestic brands, the pattern of the hegemony of the mobile phone industry also Quietly changed.
In 2016, Samsung suffered a certain blow because of the sales volume of its brand not7. Apple also suffered from a lack of innovation due to new products. As a result, the countervailing strategy of "OV, oppo, vivo" The former sales champion millet due to decline in sales rankings also dropped to fifth; Meizu, Jin Li, LeTV and other second tier brands also brush enough presence in 2016. However, by 2017, a sudden change in cell phone world, LeTV, Lenovo and Meizu were in deep trouble, while Xiaomi reborn as a rebound in overseas shipments. Huawei, OV, Apple and Xiaomi also enjoyed higher market share in the Chinese market.
As a highly competitive industry, China's mobile phone industry oligopoly era although there has been, but in 2017 to intensify the shuffling more small and medium mobile phone companies caught off guard.
In an interview with China Business Daily reporter, Qiu Yubin from Jibbon Consulting Optoelectronics Research Center said that in 2018, the Chinese brands did indeed have pressure after the domestic demand market reached saturation. Enterprises are still bright from the sea and must actively deploy overseas. This strategy Will be the key to sustainable growth of the brand.
Matthew effect appears?
2017, Apple released a full screen iPhone X, shipments have suffered a fall.Zenwick's ZUK brand because of the market positioning is not accurate, completely out of the market.Music as the phone debt crisis so far uncertain.Cool mobile phone is affected by the music crisis Suffer heavy losses.Meizu in the return of the Yellow Chapter also repeatedly adjust the structure, and even lead to the storm off shop.Zhongxing mobile phone wall blossom, still conceal the domestic home frustrated.
Although there are several sad, there are several happy.Huawei mobile phone through the flash memory door, but with the AI (artificial intelligence) selling point to regain a bureau.In the IT industry independent analyst Sun Yongjie view, the biggest surprise in 2017 is the millet phone As the red rice hit a good result in the Indian market, overall sales bottomed out and became the only company capable of counterattacking after the sales volume in the mobile phone industry declined.
In 2017, the trend of industry reshuffling is even more prominent. The pattern of "inverted triangle" has been transformed into a 'T' pattern. The market for giants has become more concentrated. Some brands have bottomed out. Some have struggled to survive and barely see new ones Jin brand into the mobile phone market.
According to the third quarter 2017 China smart phone market statistics report released by IDC, the market share of Huawei, OPPO and Xiaomi in the third quarter of the top five domestic brands has different degrees of growth compared with the same period in 2016. However, although vivo A decrease of 0.2% from the same period in 2016, but an increase of 2% as compared with the second quarter of 2017. The oligarchic effect in the mobile phone market is obvious, and the small and medium-sized brands have more pressure to survive.
At the same time, Internet phone brands, which were previously driven by marketing and price advantage, have become more pressured. In the past year, Internet phone brands such as Xiaomi, Glory and 360 have sunk in the collective channel, glory opening the 'light mode' strategy, To the offline chain Suning, Di ICT and other partners to develop glory phone president had earlier interview with a number of media, said the current glory has achieved half of the online and offline market share of the millet is opened 'new retail Strategically launched under the Millet House experience shop.
Lei Jun, chairman and CEO of millet, said millet's goal is to open to 1000 millet home within three years.According to millet, according to data released to reporters, as of the end of 2017, the number of millet house has been close to 300. Small and medium-sized mobile phone brand Because there is not enough economic strength and sales size of the layout of offline entities, it is firmly hand Jingdong, Ali, through the Jingdong Ali channel sinking line.
Relevant data show that in the past few quarters, the rapid growth of brands are all from the online and offline full coverage of the manufacturers.
Domestic mobile phone overseas nuggets
It is noteworthy that, millet and glory has been the two online giants, each other each other as an old opponent.In this mobile Internet channel down the race, offline retail heavy asset mode millet in the mobile phone market has not been able to compete Glory, millet domestic market by the full suppression of the glory of mobile phones, but due to the surge in overseas Indian market and gains sales success.This also let Lei Jun said: 'There is no any mobile phone company in the world after the decline in sales can be successfully reversed, Except millet.
In 2017, overseas market has become a new engine of growth in millet performance, and the year 2017 witnessed a slowdown in the growth of sales of smartphones in China as a whole. Lenovo, OV and other mobile phone brands in India, Southeast Asia and other emerging countries strong momentum of growth in sales.Huawei has achieved good performance in the European market.A plus mobile phone Liucheng market share in overseas.
Data show that millet achieved 23.5% market share in the third quarter, sales of 920 million units of smart phones, while up 270% growth in the third quarter, OPPO growth in the Indian market reached 100%, vivo growth reached 80%.
Among the first- and second-tier mobile phone brands in China, only Huawei and ZTE have precedents for overseas expansion. Most of the brands have chosen to copy the domestic successful experiences to overseas markets.
Millet break out in the Indian market can not be separated from the earlier use of its low-cost, cost-effective strategy to low-end machine red rice series to do striker, cheap grab the previous Lenovo mobile phone market in India achieved second place, Then gradually move the ecological chain of millet to overseas, it can be said is a replica of the domestic market.
According to the comparison of the estimated domestic shipments in 2016 and 2017 released by Counterpoint, a world-renowned research institution, the domestic market for Xiaomi shipped 51.5 million units in 2016 and its domestic market share was 11% .It is estimated that in 2017, millet domestic Shipments of 55.1 million units, the domestic market share of about 12%, in fact, in October 2017, millet has completed sales of 70 million units overseas market has indeed become the veritable second battle of millet.
OPPO and vivo internationalization began in 2014. In its expansion mode, it duplicates the original localization offline channels and star advertising methods that have succeeded in the domestic market to Southeast Asia and India, and establishes a strong offline sales system OPPO told reporters in the overseas markets, OPPO more than 99% of the staff are local people, in marketing, OPPO become FCB (FC Barcelona), ICC (International Cricket Council) and ANTM (National Supermodel Competition) Official partners, using India's local resources and India team and the most influential local star for marketing.
'To the sea' or into the future of new volume
The popularization of 4G has become the major driver of sales growth in China's smart phone market in 2015. In 2016, the Chinese market as a whole entered the stock market with the rigid demand disappearing. Driven by the upgrading of consumption, the upgrading of low-end machines led to the rise of high- Part of the market demand into 2017, 2018, to improve the demand, every two years replacement cycle dividend is almost exhausted.
The first mobile phone industry research institute Sun Yan Biao bluntly, the momentum of the growth rate of the smart phone market in 2018 will not change the momentum, the market demand is still more from the flagship machine replacement machine tide. The real market changes may have to wait until 2019 The second half of the year, even the arrival of 5G in 2020 will change.
Future high-end machines, the replacement of the flagship machine stock market demand will also make the oligarchic market more focused trend more obvious.Marketing competition in the market not only to product innovation, cost-effective, more need to compete brand influence, supply Chain, integrated resources such as channel integration capabilities and cost management capabilities. 'And these are the major manufacturers are currently problems to be solved.' Plus one phone brand official told reporters.
Sun Yongjie told reporters that it is noteworthy that in the transitional period, the main force in the stock market, including OV (oppo, vivo) Huawei, China's high-end mobile phone business growth slowed down, the need for low-end market momentum, puerile Profitability.If you can compete for more market share in overseas markets in emerging countries, it means that the success of hedging the decline in shipments in the domestic market, for which purpose, a more concentrated sea will become the highlight of the 2018 mobile phone industry.
Zhao Ming, President of Glory, has stated publicly that the strategy of glorifying the future is to build a twin engine development model both at home and abroad, with a focus on the United States, Europe, Russia, Africa, India and other major countries. The overall orientation of the brand mobile phone bonus generation will be based on the number of employees selling mobile phones, glory hope to maintain a certain profit based on the scale to go up. "Previous Mi impulse results in the Indian market will be drawn, 2018 overseas markets Competition will be more intense. 'Sun Yongjie said.
In addition, in terms of products, the technology competition in 2017 will mainly focus on dual cameras, OLED screens and full screens. In 2018, special-shaped screens and artificial intelligence technologies will all become highlights and stimulate some market demands.