In 2017, the exhausted smartphone market encountered a full screen. It was like finding a life-saving prescription. Although it may be a bitter experience, it may be worth a try, but by 2018, facing the finicky capital and market, the mobile phone industry may need to More convincing innovation.
According to the data released by the China Institute of Information and Communications under the Ministry of Industry and Information Technology (hereinafter referred to as 'China Communications Institute'), domestic smart phone shipments continued to decline after November 2017, even ending the eight-year high growth trend of domestic smart phones. Among them, in January this year, domestic mobile phone market shipments reached 39.064 million units, down 16.6% year-on-year. In February, domestic mobile phone market shipments were 18.12 million units, down 38.7% year-on-year. The overall situation is not optimistic.
The gradual saturation of the domestic smart phone market is the reason why analysts explain the most use of the recession. According to Jia Mo, research analyst at Canalys, competition in the market this year will be more intense than in previous years.
'Especially at 3,000 yuan, the competition in this grade is gradually escalating. From the initial upgrade of 2,000 yuan, the new products of Huawei, OPPO, Vivo and Xiaomi will all be released during this period, but the total market volume will be difficult to increase. With the saturation of the offline market and the reduction of operator subsidies, everyone started to pay attention to the online market. However, glory and Xiaomi have already taken away most of their shares. The direct result is that competition is more intense than ever before. Says to reporters.
'Post-Smartphone' era
The domestic mobile phone market at the beginning of the year looked a little deserted, and at the same time, negative emotions have not dissipated yet.
Jin Li’s internal staff disclosed to reporters that Jin Li, after the debt crisis, had been trying to carry out financing activities. However, there is no real news at the official level.
Although Jinli Mobile’s financing information has not yet been finalized, some small and medium-sized handset manufacturers have already started the “cold shelter” on capital. Dafu Technology announced on the evening of March 18 that the company plans to purchase Chongqing Baihe by issuing shares or paying cash. Lifeng Technology Co., Ltd. has more than 51% equity, which is the largest R&D and manufacturing enterprise for mobile phones and smart terminals in Chongqing.
'For most of the second-tier manufacturers, this year's upgrade shipments will be very difficult. The third-tier manufacturers must firmly tighten their own users. 'Jia Mo told reporters that the larger companies are more capable and smaller. Manufacturers must selectively invest. 'This is one of the reasons why we think their challenges are even more severe.'
In fact, this year's market is also full of challenges for larger mobile phone manufacturers.
The relevant person in charge of the OPPO said at a product warm-up meeting that the Chinese smart phone market has entered the 'post-smartphone era' with three major characteristics: First, the T-shaped structure has been set. Second, the technological innovation trend based on the user's core needs Slowly, there is not enough power for consumers to change machines. Third, competition globalization has become inevitable.
In the post-smartphone era, OPPO’s biggest rival is itself. This requires us to change from time to time and dare to break through. In 2018, the OPPO will carry out step-by-step breakthroughs from four dimensions, which are full of challenges, but we are full of confidence. 'OPPO Wu Qiang, vice president, said that these four dimensions include technological innovation, brand upgrading, market layout and product concept.
Doing 'Chinese Apple'
In the speeches of many mobile phone manufacturers, one of the key factors in the next wave of growth in smartphone sales is the commercial use of 5G technology. However, before the actual maturity of 5G, more technical details have been laid out in domestic mobile phone manufacturers. Expanded.
'R15 is a new starting point for OPPO to continue to break through the changes.' At the media communication meeting on the 19th, OPPO product manager Wang Wei told reporters, 'We believe that the development of mobile phone experience in the next few years is based on 5G. , AI, AR's key technology breakthroughs and applications, for which we have always been actively planning. OPPO will be the first mobile phone brand to launch 5G products, will also continue to enhance mobile phone experience based on AI technology. At the same time, we will cooperate with strategic The partner Shang Tang Technology has jointly launched the OPPO AR developer platform, which is dedicated to promoting the application and popularization of AR in mobile terminals.
In the first experience at the 2018 CES site, Vivian X series product line manager Han Boxiao also said that he hopes to use the long-term R & D investment to create a new 'technology engine' to drive sales growth of mobile phones.
Han Boxiao uses the X20 Plus as an example to show that it is using the world's first mass-produced screen fingerprinting technology. The Clear ID FS9500 optical fingerprint sensor from Synaptics has used hundreds of engineers to synergy with Synaptics, Samsung, and Qualcomm. , Almost redesigned the internal structure of the machine program, only testing the use of prototypes on the manual assembly of thousands of units, and in the flagship product vivo X21, has completed the screen fingerprint production conversion.
Jia Mo told reporters that under the circumstances that domestic channel costs are rising and the market is saturated, manufacturers’ enthusiasm for technology is also a better way to play in the current market. In the face of major technological and industrial changes, technological innovation is the single most effective driving method. .