After a lapse of ten years, the luxury mobile phone boom has once again set off, spurring the sky-high price of the mobile phone industry.
Recently, Huawei launched its latest joint-name mobile phone Mate 20 R with Porsche. The high-priced version is priced at RMB 16800. The OPPO Find x Lamborghini version is also hot because of its high price.
In fact, cooperation between mobile phone manufacturers and luxury brands is not new, and sky-high mobile phones have appeared frequently.
The iPhone, which has been occupying the high-end market, has cooperated with Austrian jewellery and other brands such as Falcon in the United States. The price of mobile phones has reached tens of millions or even hundreds of millions of yuan, urging the high-priced mobile phone market. Today, many China including Huawei and OPPO Mobile phone manufacturers have joined the battle.
The industry believes: 'The cooperation between mobile phone brands and luxury brands is conducive to the promotion of high-end image of the brand and create international influence. But at present, some of the high-priced mobile phones are in a very awkward position: conceptually strong, expensive and expensive, practically poor Due to the small audience of high-priced mobile phones, their mass and market have been difficult to open, and some even exist in the mobile phone industry chain. At the same time, sky-high price mobile phones often appear when the market is weak.
Most of the sky-high price mobile phones are short-lived?
The sky-high price mobile phone industry has attracted various capitals and enterprises in recent years. Various mobile phone brands have been continuously added, but their volume has been difficult to expand.
Previously, Motorola and Dolce & Gabbana launched the RAZR V3i Gold Limited Edition, Nokia and Lamborghini jointly created the 8800 Sirocco, most of them take the luxury material and configuration of the general path.
LG has also released a high-priced mobile phone with a price of RMB 12,200,000, but its selling point is that users can enjoy the free back shell engraving service to satisfy people's DIY ideas. However, this mobile phone is generally regarded as not well-configured by the outside world. .
The 8848, which is often equated by the outside world and the local tyrants, and the upstarts, has finally gone down. The Jinli M series, which has similarities with it, is only a short-lived one.
This year, the launch of the new series of Rittal Constellation X attracted the attention of a large number of Chinese consumers, but its sales performance was flat.
The industry believes that the combination of mobile phone manufacturers and luxury brands has shown new features across the border: luxury taste, configuration to the high end, but the product itself looks tasteless.
Sun Yanxi, dean of the First Mobile Phone Research Institute, said: 'In the history of mobile phone development, the emergence of high-priced mobile phones has its own rules, often appearing in the lack of innovation in the mobile phone market, when product homogeneity is serious. Manufacturers will use precious metals to package mobile phones. Attracting high-end consumers' eyeballs. As early as 2008, this phenomenon is extremely obvious. At that time, Nokia's high-end mobile phones sold for more than 100,000 yuan, which is a sky-high price, but the performance of mobile phones is ordinary. Ten years later, this phenomenon is coming again. Consumption upgrades, luxury mobile phones have a certain market space, but the total market is small, currently only 78,000 units. At the same time, some manufacturers are often prone to false publicity when launching high-priced mobile phones.
The price is too high, over-packaging?
As early as 2016, some consumers reported to the China Consumers Association that the 8848 titanium mobile phone was inconsistent with the publicity. After investigation, the China Consumers Association pointed out that the 8848 titanium mobile phone was suspected of false propaganda, and some of its rare metal claims did not exist. After the 8848 false propaganda incident was exposed, it went down.
'false propaganda, over-packaging, not only the problem of 8848, many high-priced mobile phones have the same problem. Because the industry is small, so this phenomenon has not been too much attention from the outside world. Many high-priced mobile phones behind the high pricing, black Technology, new technology components are few, most of the price is high, stealing the concept, this is the unspoken rule of the industry. ' A mobile phone manufacturer revealed.
Zhang Jinyang, an analyst with Ovi Cloud's mobile phone industry, said: 'At present, the price of mobile phones is in a very awkward position. Most of them are luxurious in appearance, ID can be customized, and performance is not improved. Follow the principle of electronic product performance improvement, the principle of old products discount, sky-high price The mobile phone itself will depreciate rapidly as time goes by, which is different from the luxury of watches and clocks. At present, only a very small number of high-end people will agree with such high-priced mobile phones. The cooperation between mobile phone manufacturers and luxury brands is more necessary. The premium of luxury brands to enhance their brand value is a means of promoting marketing. At present, more is to achieve the purpose of improving brand attributes and pushing up the retail price of products.