Li Na
When Huawei is still in the terminal business sprint to Apple and Samsung, its past veteran millet started ready to return to the top five global sales position, Xiaomi apparently unwilling to stop there.
The use of the word 'bloody battle' and the determination to cultivate channels undoubtedly make the outside world see the determination of Xiaomi. Although it was also criticized by the industry before the listing of 'a show,' but in many mobile phone industry analysts, the highly competitive domestic The mobile phone market does have a lot of variables over the next two years.
Lei Jun said the 10 quarter also includes the 5G this opportunity from a historical point of view, 2G to 3G conversion and 3G to 4G conversion industry has shuffled, for every manufacturer is life and death challenges. Lei Jun must ensure Millet fully prepared, and take advantage of this change, it is possible to take the lead in the industry change that began in 2019. Research firm Canalys research analyst Jia Mo told First Financial said that the current market competition in China is more intense, If manufacturers can not find new and powerful growth point, it will be overtaken by competitors or even overtake.
And Counterpoint Research Yan Zhanmeng, director of research, told reporters that millet is cheaper than other handset manufacturers, which is the main reason for the relatively fast sales growth. However, the challenge is that the distribution of those channels is still slow, and those channels Are offline market, OPPO and vivo accumulation of more potential energy.
From last year's major research institutes released annual sales data, millet want more than Huawei, but also must first be online and offline OPPO and vivo these two mountains.
Millet opponent
Millet really as Lei Jun said in 10 quarters, that is, about two and a half years back to China's mobile phone market first it? Faced with this problem, although it is difficult to obtain the official response from other competitors, but for these companies The internal staff obviously have their own different ideas.
Huawei was once used to honor the mode of 'knock knock' is obviously unconvinced of this statement.A Huawei insider told reporters that glory in the market last year, the play is quite radical, whether it is 618 or 11, Can not be said with no pressure on the war, but judging from the data, glory is still quite emboldened in the future to continue to hold the market situation.
According to the 2017 full-year handset sales data in the Chinese market released by Sino Market, a third-party market research firm, Glory's sales volume was 54.5 million units and its sales volume was 78.9 billion yuan, ranking the first in the number of Internet handsets while the sales volume of Xiaomi was 50.94 million Taiwan, sales of 637 billion yuan.Only from the sales point of view, millet glittery on the very tight.
Millet shouted the first quarter of 10 quarters to return to the slogan, I personally think it is necessary for the listing of stories, but this is not entirely impossible, the key is to see whether we and OV make mistakes, if not mistakes, millet It is difficult to achieve this goal. '' Another Huawei insiders terminal department told reporters.
However, he added, millet's ability to control offline channels is now stronger than that of Huawei. As many shops are open to Huawei partners, Huawei needs to find a better solution to the problem of fare increase and bundling. 'Millet House' are direct business.
For millet and Huawei's competition, Jia Mo believes that the current domestic situation, there is still the trend of Huawei and other brands continue to expand and lead the growth in 2017 millet year, Huawei's own glory on the scale Has been able to compare with the total amount of millet.With Huawei's clearer brand strategy and coverage more comprehensive on-line, offline layout, in the next period of time will be very difficult to surpass.
As for the possibility of the growth of millet market, Jia Mo told reporters that millet in 2017 with Huawei, OPPO and vivo are still nearly 40M, 30M and 20M gap, but space is OPPO and vivo channel coverage has been quite wide, The offline layout of millet is still in progress, there is a chance to contribute some of the incremental.
As of January 13, 2018, the number of millet stores across the country exceeded 300. However, and OPPO and vivo 'carpet' distribution strength, there is obviously still a gap.
Wu Qiang, an OPPO vice president, previously expressed his opinion on the market pattern in an interview with CBN reporter. He said: 'The current mobile phone market has undergone fundamental changes from a pyramid to a T-shaped top five With handset makers accounting for more than 80% of the overall market, it is very difficult for any vendor to eat the share of others in this situation.
The middle of the OPPO also agree with this view, he told reporters that the strong competition finally eliminated most of their own problems.For millet's 'propaganda', he believes that the most important thing is to see the preparation of millet How to achieve these rhetoric, whether fully prepared, rhetoric can be achieved is Musk, can not be achieved is Jiayue Ting.
Dilemma and opportunity
For domestic mobile phone manufacturers in 2017, shuffling is a word that has heard of 'ear can cocoon', but by 2018 this trend will continue.
In Nomura Securities recently held a media conference call for domestic mobile phone facing the plight and opportunities for the analysis.Normura Greater China semiconductor and technology industry analyst Teng Zhe (Donnie Teng) believes that the past four years is a domestic mobile phone Specifications and Demand During the Great Leap Forward, the average unit price of domestic handsets in four years rose from RMB1,300 in 2014 to nearly RMB800 in 2017, while those with RMB2000 and above accounted for less than 10% in 2014 to the present 30%.
However, in early December 2017, we saw that OPPO and vivo have made a drastic downfall of all of their mobile phone models, including orders for the main models R11s and X20, which raises the question Is the demand for high-end handsets at RMB2,500-3,500 weaker than expected? The same is true for Apple's iPhone X, which shipped in China for about $ 8,000 since mid-December Estimated to have been under repair more than 50% .Teng Zhean told reporters that the domestic mobile phone or the global mobile phone market is currently facing two difficulties, on the one hand the terminal price by the upstream components and prices rose, further affecting the terminal Consumption intentions, especially in the high-end models.On the other hand, hardware specifications can not be upgraded to attract end-consumers replacement.
Nomura Securities believes that by 2018 will be led by Huawei and millet, low-end models will be increased shipments at a more approachable selling prices to attract consumers, especially consumers in emerging markets overseas but the overall For the mobile phone industry, the portfolio structure may be the first time the reversal has been seen in the past few years.
The demand for low-cost mobile phone space may be millet opportunities.
'The market is full of variables.' Jia Mo told reporters that millet need to optimize the layout of its products to the main red rice low-end entry, but also need to further the Mi series of high-end, which is their biggest challenge now It would be very hard to catch up with the No. 2 and No. 2 Huawei and OPPO before this goal is achieved, but I believe Xiaomi will try its best to avoid the mistakes made by the high-end models in order to boost the high-end market in 2018. Own share.If you can successfully achieve their layout in this price range, then in the future competition have the opportunity to compete with Huawei.
So it is difficult to say Huawei and OPPO, vivo is now so much ahead of millet, will still maintain this lead after 2 years.Manufacturers must ensure that their channels are not eroded by rivals, while developing other channels to seek incremental, while maintaining the product Innovation to stimulate user needs.If you can do both at the same time, you can largely stabilize their market share. "Jia Mo told reporters.