With the upgrading of communication standards, the Internet broke out, and the low-line consumption upgrades and other multi-wheel industry bonuses have gradually faded out. These days of mobile phone manufacturers are a bit hard to find, a lot of Red Sea. Just like the girls who created 101, they are all beautiful and adorable. But just a little further away, they all feel awkward. They all have an awl face and a red face. The same is true for mobile phones. Liu Hai, full screen, three cameras, artificial intelligence, flash charging, and speaking, are just a few technologies. In the past, the vendors were keen on running CPUs and graphics cards. Even the value of the graphics card was not even mentioned. It was almost the same. Even if it was worse by a few hundred percent, it was unperceivable to consumers.
To some extent, this means that the development of technology has slowed down. From the 50th-60th century on the transistor, the invention of integrated circuits began. This wave of technological explosions has lasted for 70 years. After 40 years of continuous existence, Moore's Law has been Invalidation. From 2G to 3G, the utility is obvious, it will stimulate people's related consumption, and the utility brought from 3G to 4G will be correspondingly smaller, and from 4G to 5G, it will be smaller, thus the industry The value-added will be smaller accordingly. Similarly, the mobile phone is a leap from no camera to a camera, but from two cameras to three, it is not so exciting; the mobile phone graphics card can never play games, can play games, is a leap, That year, it also led to the game of the temple, but now, the promotion of the graphics card is no longer the reason for consumers to replace the mobile phone. Any old mobile phone can play the glory of the king or chicken.
The stagnation of technology will cause some interesting changes in the mobile phone market.
First, people’s motivation to upgrade mobile phones has weakened. According to a report released by GfK, in the first quarter of 2018, China’s smartphone retail sales fell 6% to 105 million units. At the same time, overall retail sales in the Chinese market increased by 15% year-on-year. % to reach 40.1 billion U.S. dollars. This means that people are willing to spend more money for a single cell phone, but the number has become less.
Second, the mobile phone market has a phenomenon similar to the lipstick effect.
In the United States, whenever the economy is in recession, the sales of lipstick will rise in a straight line. This is because lipstick is a relatively cheap consumer product. Under the economic downturn, people will still have a strong desire to consume. Instead, buy cheaper products. Lipstick as a kind of 'cheap non-essential thing' can satisfy the consumer's desire to consume. Similarly, when the economic crisis occurs, people give up on travel, buy a new car, and turn to watching movies like this Cheap entertainment, in fact, it is precisely because of the economic crisis of the United States in the last century that Hollywood has developed rapidly.
Of course, nowadays, Chinese consumers are not without money to buy mobile phones. However, because of the slowdown in technology, people really do not have the reasons to upgrade mobile phones. However, such a thing in hand, people always spend money on them, so people spend More money is spent on mobile phone accessories. In the field of mobile phone accessories, the demand for detailed consumers has gradually increased. Mobile phone headsets, Bluetooth headsets, photo accessories, etc., have become the key upgrade areas. According to the new China BBC's consumption in China The upgrade index NECI, the mobile upgrade index for mobile phone accessories, has skyrocketed, and by May 2018 reached 1.4 (base 1).
From this perspective, there was a noticeable lipstick effect on the handset.
Third, when technology upgrading is no longer a point of attraction, the manufacturers' promotional strategies will change.
I remember years ago, when Big Brother was just popular, people loved to take a fan in the summer. Some classmates asked me, how everybody took a fan, I joked that it was because they didn’t have a cell phone. Yu Pei, Sword , pull fingers, folding fans, human beings have always needed to show their identity, although modern society shows more and more of this identity, but as the most commonly used items for modern people, the mobile phone is the best way.
In fact, this trend has long existed. As early as 2015, 8848 mobile phone came to Wang Shi endorsement, pay tribute to the winner, priced 10,000, sensational moment, mixed; 2017, 8848 invited the fashion leader Ullens customized mobile phone conference, Special custom crocodile skin, the price is 25,878 yuan.
At that time, under the background of continuous improvement of mobile phone technology, the demand for technology upgrades was clear for consumers. Therefore, mobile phone manufacturers are also focusing on the technological upgrading of mobile phones. Now, with the slowdown of technology upgrades, manufacturers have also emerged. The new strategy. At present, Samsung, Huawei, and Apple have also launched their own high-end models, prices ranging from 1-2 million, and even insist on high-cost hammer mobile phones, its flagship machine nuts R1, the price is as high as 9999 yuan.
However, the high-priced mobile phones, after all, have a limited market, and the mobile phone manufacturers have made a change in the 'display of their identity', that is, a change from 'showing money' to 'displaying identity'. Users have made great efforts to build their emotional relationship with the brand. Xiaomi asked Wu Yifan, ZTE invited Feng Timimo, OP-PO invited Li Yifeng, Huawei invited Zhang Yixing, and Guan Xiaoyu. At the same time, they also vigorously worked with young people of all types. Like to watch the variety show cooperation.
At this time, the technology of the mobile phone becomes less important, but it becomes a thing for people to express their identity. Middle-aged greasy men, young and young, can each get approval and self-expression on mobile phones.