Since 2016, smartphones have switched from the new machine market to the replacement market. There is a huge difference in the consumption habits between users switching and buying new machines. At the same time, the mobile phone market share is further gathering with head manufacturers, so-called replacement In fact, the wrestling between the five head manufacturers is deepening. In addition to these industry trends, we also see some very interesting changes:
For example, OPPO and vivo grew from 'vash-type' players to 'powerful' players;
For example, people think that GEEK's millet is being favored by more and more female users;
For example, you think that glory belongs only to young people, and I did not expect the mature user group to be particularly fond of;
For example, Huawei grabbed Apple's users, glory to eat Huawei's market, and two brothers in the same market confronted each other;
For example, this is the same root of the OPPO and vivo all the way to love each other, did not hurt each other and half, together with the proud rivers and lakes;
For example, student groups, female users, and sinking users show a strong growth momentum. Who can seize the blue ocean?
......
The competition is still heating up. Perhaps it is only the complete understanding of the characteristics of the user's changing behavior, just the right target marketing, in order to be the first to be eliminated in the next five competitions.
The secret of OV's rapid growth: women, students, sinking market
According to the “Report on Domestic Mobile Phone Industry in the First Quarter of 2017-2018” published by Tencent Social Advertising (hereinafter referred to as “Report”), as of March 2018, the total number of active mobile devices in Android reached 920 million. At the beginning of 2016, it was about 800 million. There were new users in more than two years, and there were also users' second mobile phones. The third mobile phone increased, and the total number of devices increased.
From the perspective of 920 million Android devices, Huawei, OPPO, vivo, Xiaomi, and glory remain the top five in China, and the market structure is further oligopolistic. Although it is an oligopoly, the growth of several companies is not the same: As can be seen, OPPO and vivo grow rapidly, Huawei and glory show a gradual growth trend, while Xiaomi is relatively stable development.
It can be said that from 2016 to now, OPPO and vivo have experienced rapid growth. In everyone's impression, these two brands seem to start from marketing, but in the past two years, they have actually gained market share, and the products are coming. The more users are loved. Why is O/V such growth? Let's take a look at the specific data.
From 2016 to 2018, Q1, the Report shows more than two years: the proportion of males has dropped by one point, and the proportion of females has increased by one point. Note: The number of female users of glory and millet has increased, Huawei is still the majority of male users, but The proportion of women has increased. Looking at O/V, the proportion of female users exceeds the industry average! How to understand these data? Understand the password of female users first: The top five companies in the head, the proportion of female users is increasing. At the same time, O/V, which has the advantage of female users, has the fastest growth in the past two years!
The second password is the fastest growing group of students under the age of 24, among which OPPO, vivo and Xiaomi are young people's mobile phones, and a strange phenomenon is that the glory of young people has always been claimed to be more mature users. Favor. Glory is independent from the Huawei brand. In fact, it is deliberately separated from Huawei by the user group. It is located in the young people and helps Huawei to control the competitiveness of Xiaomi, OPPO, and vivo. From the current results, the glory has achieved very much. Good market share, but it is not separated from Huawei brand, this may be the direction that needs to be adjusted in future brand marketing.
The third password is the sinking market. This, in fact, needless to say, the rise of OPPO and vivo, some like the mobile battlefield 'people's war', is the practice of rural encircling the city. In the past two years, users of third- and fourth-tier cities It has become a new driving force for the growth of all enterprise users. Not only mobile phone manufacturers, but we also see a lot of fun, interesting headlines, and the rise of fast hands. It is also because the sinking users have been awakened by a large area and become an increase in the Internet. OPPO and vivo will be three or four. The advantage of the line city is magnified, attacking the first and second tier cities, while Huawei, Xiaomi, and glory are all firepower, sinking into the market.
Then, the conclusion comes: According to the "Report" data, we see three major changes in the user: The first is the increase in female users, the second is the increase in student users, and the third is the strengthening of the sinking market penetration ----- These three points are also the new blue ocean of smart phones.
Change schedule: Summer and New Year two windows
In 2016, a large area will enter the replacement market from the new machine market. By the second half of 2017, due to the lack of new breakthrough technology and the arrival of 5G in the near future, the frequency of user replacement will begin to decrease. Users are more critical and cautious. How can manufacturers tap market potential when the exchange rate continues to fall?
The first is the schedule, there are two exchanges in a year, the seasonality is very significant: one is summer, one is early.
The next most important data in the Report is: The most demanding group of changers is young people, 82% of the changers are under 30. At the same time, the post-95 students are concentrated in the summer, 25-30 years old. The peak of the change is at the beginning of the year. Unlike the young people, the 30-year-old change in demand has declined in reverse with age, and they are concentrated at the beginning of the year.
From this point of view, the OPPO and vivo rhythm control is the best, the two brands in the first half of the year, the second half of each release of a generation of flagship, and all the marketing focus on the flagship machine, to attract users to the store. And after the user arrives at the store, this The two brands actually have affordable product lines for users to choose from, meeting different price needs.
In addition, from the price point of view, more than 70% of the replacement users switched to the equipment below 2,800 yuan, which is currently the most popular price segment. From the perspective of potential, the high-end products of 2800-4500 yuan have the fastest growth rate. The future has the greatest potential.
In the head brand, the three brands of Huawei, OPPO, and vivo are less than one year, and the update is faster. The stock of millet is more, and the proportion of equipment used for more than two years far exceeds the market. From the user's point of view Speaking, a device is used for a long time, of course, it is an approval of the device. However, from the manufacturer's point of view, if the user does not have the power to replace the new machine, it will affect the sales of the manufacturer. Therefore, it is recommended that Xiaomi can try and replace the same series of products and trade-in. The purchase policy is refreshed to increase the frequency of user updates.
Well, to summarize the overall situation of the user's change, the manufacturer needs to grasp a few key points:
The first is two peak periods (summer and eve of the Spring Festival), product release and marketing before the two peak periods;
The second is that young people under the age of 30 are the mainstream group for changing machines;
The third is that the equipment below 2,800 yuan is the impulse market, and the 2,800 yuan to 4,500 yuan is the future potential market;
The fourth is that for the inactive group, a marketing strategy or purchase policy should be introduced to stimulate users to become 'active volcanoes' from 'dead volcanoes'.
Tiger mouth to eat: the top five hegemony is more cruel
With Huawei, OPPO, vivo, Xiaomi, the top five lineups of glory gradually formed and the market became more monopolized, the future competition will be launched among the five brands. We analyze the inflow of the top five brands, the outflow, and also Easy to find the user's G point.
From the data in the "Report", the most interesting thing to understand is that OPPO and vivo are two brands. The positioning is very similar. The product rhythm is also the same. There are many similarities in the market. The two brands The image in the user's mind is similar, and the two of them can be said to be the most direct competition. But at the same time, the two together have made the market bigger, and the share of the two has achieved rapid growth in the past two years.
From the specific data of the change, the user is most active in switching between OPPO and vivo. From the data below, we see that the main flow of OPPO users is OPPO and vivo. In 2016, a small number of users flow to Samsung. In 2017, Samsung was defeated in the Chinese market. This part of the outflow users was eaten by Huawei. In the first quarter of 2017-2018, Huawei replaced Samsung and became the third choice for OPPO users.
Similarly, users of vivo also showed high retention, and OPPO also intensified the robbing of vivo users. In addition to the whereabouts of vivo users, in addition to vivo and OPPO, a small part of 2016 flows to Xiaomi, and this small number of users to 2017 In -2018, Q1 flows to glory.
Combining the above two sets of data, you will find that OPPO and vivo are the same brothers who love each other. The two compete with each other and grow together.
For manufacturers, user loyalty is a key indicator. In this regard, Huawei is the most outstanding of all mobile phones, attracting high-quality people with spending power, and loyalty is constantly improving. Understand that this is The long-term accumulation of Huawei mobile phones in research and development is related to multi-product strategies. The value of these long-term R&D investments is being demonstrated through high-quality products. Compared with other brands, they are more technically and technically able to win the trust of users.
In addition, from the specific models, in the past two years, there have been three models that have become the most powerful models of 'Tiger's Eaten':
OPPO R11 robs competing users at multiple price points, younger and more female
Vivo X20 also attracts users at multiple price points, including 18-24 year olds and male users.
Huawei P10 has become a powerful stealing model in the high-end market, attracting mature people from Apple and Samsung.
From the success of these three models, it can be seen that whether it is product or marketing, the effect of single-point breakthrough of concentrated firepower is very obvious.
Conclusion
From 2016 to the first quarter of 2018, the marketing method of Dakai Dahe has had an important impact on the competition in the mobile phone market. OPPO and vivo are also the biggest beneficiaries. But after 2018, all manufacturers have begun to return to rationality and return. Product, marketing trends will also undergo major changes.
For manufacturers, positioning the value of the brand in the minds of users, forming differentiation with other brands, and enhancing brand loyalty will all be the focus of marketing, and these marketings also rely on user big data, through accurate grasp of users. Targeted user groups are targeted. At the same time, using social opinion analysis and user creative insight tools to seek differentiated value of the brand, enhance the brand's goodwill, and thus achieve marketing purposes.