In the domestic market, millet mobile phone became the biggest winner in 2017, with shipments of several major manufacturers having the largest growth rate and reaching a revenue of over a hundred billion ahead of schedule in October. In the face of Xiaomi's offensive aggressiveness, Huawei adopted a dual-brand strategy and OPPO is a super flagship Shop to enhance brand image and other ways to deal with the challenge, a shopping arcade is inevitable.
Frustrated mobile phone market, the smell of gunpowder is still thick.
On February 7, millet's chairman and chief executive officer Lei Jun announced the new millet goal at the millet annual meeting: the domestic market returned to first place in 10 quarters. He described the upcoming 2018 with a "magnificent year, That 'in the domestic market to be fully launched counterattack, plot small victory into victory, to prepare for the 2019 local victory.
According to the 2017 China Smartphone Market Shipments Data released by IDC (Internet Data Center) recently, the shipment volume of Xiaomi in the fourth quarter of 2017 and the whole year of 2017 are all the fourth, after Huawei, OPPO and vivo .
According to the reporter from 21st Century Business Herald, China Mobile Alliance Secretary-General Lao Jiu believes that in 2018, the domestic market will still be monopolized by Huawei, OPPO, vivo, Xiaomi and Apple in the absence of major changes in the external environment (such as channels) Hard to see the big changes in the pattern.Five head manufacturers will also maintain their own advantages and weaknesses have been extended, the five companies may each have their own market share slightly ups and downs.But two years later the pattern is hard to say, The competitive mobile market is changing all the time.
Reversal of 2017
Although the mobile phone market in 2017 suffers from insufficient growth momentum, it is a fortunate and rewarding year for millet.
Unlike the drop to the bottom in 2016, the shipment of millet began to noticeably improve from Q2 handset in 2017. In October, Xiaomi earmarked a revenue target of over RMB100 billion ahead of schedule according to IDC's report. In 2017, global handsets Market Samsung, Apple, Huawei, OPPO, Xiaomi among the top five, followed by market share of 21.6%, 14.7%, 10.4%, 7.6%, 6.3%.
In the domestic market, LeTV, Coolpai have gradually withdrawn from competition in the market last year, Meizu performed poorly, Xiaomi is the biggest winner in the domestic market, several major manufacturers in the largest increase in shipments in the global market, its emerging markets Of the representative country India market is particularly prominent, Q4 mobile phone surpass Samsung to take the top spot in the Indian market.According to Lei Jun's disclosure, at present, millet has entered more than 70 countries and regions in the world, sales in 16 countries into the top 5.
In old age, millet business model is the nature of the investment model. 'For so many years that many people think that the Internet mobile phone millet, in fact, the real success of millet is the investment model, whether millet Internet ecology or intelligent hardware ecology, the essence is investment ecology None of the brands that mimic Xiaomi's Internet handsets have been successful because Xiaomi's success is not a success for Internet handsets. "But he also said the mobile phone market is in dire competition, with ten quarters of the year after which no one can say anything, Lei Jun's stated goal More is the expression of determination.
Lei Jun also said that there is still huge room for deep plowing in the international market and a large market awaits development. In the future, more support should be given to strategies, resources and localized product development, sending more troops to go directly to the rest of the world At the same time, in the domestic market, we must take the province as a unit, the city as a unit, and every county or village and community grid as a unit, soaring soil and fighting for the war.
This also means that millet dig deep in the domestic market in 2018, squeezing incremental after millet has been promoting the construction of millet to strengthen the offline layout.It is understood that in 2017 the Millet House has opened to more than 200. And ' To county and even community grid as a unit ', it means that the depth and density of the future channels will be further strengthened in the county and township market further force.
Lei Jun also pointed out that this requires that all fronts must provide a strong organizational guarantee and management escort. From now on, we must train and promote a large number of young cadres and build more energetic and more ambitious frontiers at all levels Commanding team.
Head manufacturers shopping
According to IDC, in the Chinese market, the market share of Huawei, OPPO, vivo, Xiaomi and Apple in 2017 was 20.4%, 18.1%, 15.4%, 12.4% and 9.3% respectively. It can also be seen that the top five markets Share has more than 75%.
'Only by winning the homeland can we continue to support the steady development of international business and win the world only if we win in China.' 'Lei Jun said that in 2018, the size of China's mobile phone market will see its first decline in more than a decade and the brand concentration will further increase Intensified competition in the industry will be even more tragic.China's market is the foundation of millet, is the world's largest consumer electronics market, but also the global industry competition in the heights.
Of course, other vendors will not be able to stand still.As a rival with Huawei, Huawei achieved its goal of "a 10% breakthrough in global share, the top three in the world and a continued lead in the Chinese market" in 2017, but its growth rate is declining. Recently, founder Ren Zhengfei said: 'We can not ignore the role of low-end products in protecting market space.' We demand that glory be aimed at the young market and form a double-edged gap with the high-end Huawei brands. Each should deal with different customer groups and markets and issue glory brands Single mobile phone commission bonus program to encourage the glory of the brand to contribute sales volume.
Another relatively understated player OPPO opened its first super flagship store in Shanghai in December last year as a starting point to start from the point and surface, top-down retail terminal upgrades and brand upgrades to enhance the brand image, expand in the First and second tier cities, while expanding rapidly in overseas markets, a week ago, OPPO officially entered the Japanese market and launched an attack on the developed markets.
According to Wu Qiang, vice president of OPPO, the current market competition has undergone fundamental changes. "It is not easy for any one to eat the other from a pyramid-type to a T-type. If you make a mistake, your size will soon be eaten by your opponent.Head competition may be more intense than in the past, and it may be more important for the overall ability to compete.
It must also be pointed out that with the increasing concentration of head manufacturers in market share, the living space of second and third tier brands is constantly being squeezed.
In fact, Xiaomi, OPPO, vivo and Huawei actually maintained relatively good growth in the domestic market last year, undoubtedly seizing the market share of many second and third tier brands.
In the future stock market game in the domestic market, as the market share continues to be concentrated, the competition will only be more fierce. It is foreseeable that in addition to the first-tier brands continue to exterminate and squeeze the second and third tier brands, the head manufacturers will compete for each other to staged a ' Hukou seized '.