From the flagship model to the thousand yuan machine, the domestic mobile phone top four in the market harvest war 'killed the red eye'.
In fact, this year's small and medium-sized brands have no survival advantage in the thousand yuan file, and the share has further contracted or fled to less than 1,000 yuan. The top five brands will start a very fierce confrontation in the thousand yuan file. 'Nuowei Consulting CEO Li Rui Said to reporters.
Half of the market
Li Rui told reporters that the thousand yuan file should be divided into 1000 - 1499 yuan (base thousand yuan) and 1500 - 1999 yuan (advanced thousand yuan) two gears. Among them, the previous gear share from the beginning of 20% It rose to nearly 30% in July, and the latter share increased from 15% at the beginning of the year to nearly 20% in July. In other words, the total share of the thousand yuan is close to half of the market, which has become the cornerstone of the market. In these two stalls, the total share of OPPO, vivo, Huawei, glory and millet has exceeded 90%, an increase of 10% from the beginning of the year.
For the competition situation of the current thousand yuan file, Zhao Ming, the president of Glory, said in an interview with the First Financial News reporter that the design concept of the product is to push himself to a certain extent and force the last thing that broke out when the wall is inaccessible. competitive.
'To achieve breakeven, the shipments should be more than 10 million units, and more than 20 million units must be making money. 'Zhao Ming said that the current price of Qianyuan machine products is 'biting the teeth'.
For the current smart phone industry, the 'cold winter' situation has not changed.
According to IDC's latest report, global smartphone shipments will decline by 0.7% year-on-year in 2018, with smartphone shipments in China falling by 6.3%, mainly due to poor performance in the first half of the year and decline in shipments. 11%; shipments will rebound in the second half of the year, but are still expected to decline by 2%, and are expected to resume growth in 2019.
'The overall market is still showing a downward trend in shipments throughout the year. Mobile phones are not just the Red Sea market, but the 'Blood Sea' market.' Zhao Ming told reporters.
In such a market environment, Li Rui believes that the 'market squeeze' between the head companies is more radical. 'Before all the big brands seized the share of Jin Li and other small brands, this year it is the turn of the big brands. Positive confrontation, which is why the price of new products is so radical. '
From the frequency of the new machine release, the pace of the domestic top four is faster than in previous years.
Take Xiaomi as an example. At present, there are as many as six models of red rice series on the official website. The red rice series plays the role of 'guardian' in the low-end market in the shipment of Xiaomi. OPPO and Vivo also maintains the rhythm of small steps in the thousand yuan model.
According to the data released by Dixintong in July, the two Y71 and Y85 mobile phones ranked first in the channel sales in the two price segments below 1,000 yuan and 1000-1499 yuan. OPPO F9 also performed radically.
Today, in the fierce market competition, sprinting is a last resort for brand manufacturers. In any echelon, it is possible to bring opportunities to other manufacturers. 'Mobile phone alliance secretary Wang Yanhui told reporters that although the high-end market for mobile phone brands In the long run, it is an indispensable market, but the low-end shipments should not be underestimated. The market of Qianyuan Machines ranks first in the domestic smartphone market.
Tens of millions of levels can break even
From the perspective of hardware, the mobile phone industry is not a 'good money' business.
According to the data released by the Ministry of Industry and Information Technology, the average profit margin of the mobile phone industry is only about 3%, which is lower than the average level of the electronics manufacturing industry. Domestic mobile phones are still not separated from the 'micro-profit era'. In the thousand yuan machine market, the industry profits are lower. .
Zhao Ming said in an interview that the glory 8X series wants to achieve breakeven, and the shipment volume should be more than 10 million units. 'More than 20 million units are definitely making money. From the current global situation, the 8X series (sales) The target is also set at 20 million.'
Regarding the competitors, Zhao Ming told reporters that within a year, this price segment could not find competing products.
But in fact, Xiaomi’s strategy on the thousand yuan machine is also quite radical. An upstream ODM manufacturer told reporters that Xiaomi’s strategic layout on the thousand yuan machine is very radical and can be called the main battlefield. The growth rate is much higher than that. last year.
In Wang Yanhui's view, mobile phone manufacturers have increased their market share through the thousand yuan machine tactics, and the relationship with upstream supply chain manufacturers is also closer. 'The binding relationship of this supply chain will be closer than before, and it is also beneficial. Mobile phone manufacturers fight a long time. '
In this environment, the third- and fourth-line mobile phone brands that once positioned the Qianyuan market as a 'safe haven' will face greater production challenges in the second half of the year. A hardware supply chain manufacturer told reporters, 'Previous time There is an internet brand to talk to us about the supply problem. We directly ask for cash. After the Jinli incident, everyone’s attitude towards small and medium-sized mobile phone brands has become more cautious.
'The thousand yuan machine market will become a real battlefield this year. Overall, the second half of the year will be a small brand to protect profits, big brands to share the pattern. 'Li Rui told reporters that small and medium-sized brands want to keep their way out, they must Profits are guaranteed to be healthy, preferring to ship less, but at least one out of one will be lost.
'With N7 pro and Nubia's z18 as an example, the price is set at 2,000 yuan. For these manufacturers, there is a chance to reverse the breakeven. 'Li Rui told reporters that in the second half, Small and medium-sized brands on the 1,000-yuan scale will face an out-of-print test.