618 just ended, did you find something interesting?
The battle reports of various mobile phone manufacturers have played word games. There are “champions” everywhere, but almost no sales have been reported… Recently, well-known analyst Ming-Chi Kuo said that Android manufacturers have cut 170 million orders this year, regardless of whether the news is accurate or not, It is an indisputable fact that mobile phone shipments are declining.
Interestingly, on the one hand, major manufacturers are promoting sales, and on the other hand, Apple’s iPhone 13 silently backstabs, repeatedly rushing to the hot search, and even Huaqiangbei has to go to PDD to purchase.
According to a survey by netizens, the monthly sales of the iPhone 13 only on the JD.com platform during 618 was as high as 2.79 million, even more than the sum of other manufacturers… As for why it sold so well, we also made an analysis in yesterday’s content.
So why the domestic flagship can’t beat Apple, and what are the ways for each manufacturer to break the game? Today, Brother Pao will continue to chat with you~
1. What are the shortcomings of the domestic flagship?
Do you think that mobile phones are getting more and more expensive now? According to Counterpoint data, the global average price of smartphones in 2021 will reach $322 (about RMB 2,046), a year-on-year increase of 10%. Behind the increase in the average price, there are also a number of domestic Android manufacturers.
△Data source: Counterpoint
In 2016-2020, after Huawei was forced to sell most of the market share in the global average price of smartphones, a number of domestic manufacturers also made an impact on high-end, and launched many high-end flagships. Unfortunately, the impact of this wave was not very satisfactory, and most of the high-end market vacancies fell into the hands of Apple. However, the pace of domestic high-end flagship prices has not stopped, and some are even more expensive than Apple.
△Data source: Counterpoint
In 2021, the global sales share of smartphones over US$400, some netizens joked: “The average price of smartphones has increased by 10%. I don’t know if my income has increased by 1% in the past two years.” Money to buy a domestic flagship, now there is no money to buy a domestic flagship, the times have changed.” Some netizens said: “The domestic flagship is comparable to Samsung in the past, and they are all vying to be the diving king.”
These jokes also reflect the mentality of some consumers towards domestic flagship mobile phones. The first is that in the context of economic downturn, the increase in these products is too high, exceeding the psychological expectations of most consumers.
In the same period, the iPhone increased the storage capacity at the same initial price, “increasing the volume without increasing the price”, coupled with the traditional advantages of system, chip, and brand, which created the “Thirteen Fragrance”.
The biological instinct of seeking advantages and avoiding disadvantages also affects purchasing behavior in the process of consumption. And many consumers will also care about the preservation rate of the products in their hands.
△Data source: Bubble Network
2021 Double Eleven Mobile Phone Market Preservation Rate Last year, we counted the value preservation rate of mobile phones sold on Double Eleven. It can be seen that the iPhone 12 still has an 80% value preservation rate one year after its release, compared to other domestic Android flagships Higher retention rate.
In addition to economic factors, some problems existing in the domestic flagship itself also need to be supplemented.
For example, many flagships still have problems such as their own advertisements and poor system stability, and they have to endure all kinds of torture after spending thousands of dollars…
In terms of system update support, due to the large number of product models, Android manufacturers are not as good as Apple in adapting system updates to old devices. Most Android flagships usually only provide large-scale updates for 2-3 years, and then they are “forgotten”.
Although the iPhone 6S 7 years ago no longer supports the latest iOS 16, Apple still provided a new version of iOS 15.6 a few days ago. For consumers, this long-term support is obviously a plus.
In terms of multi-device collaboration and ecological construction, although most domestic mobile phone manufacturers have made efforts, they are still in the stage of catching up with Apple, but excellent products such as Huawei Hongmeng have also emerged.
In addition to the system gap, disputes over hardware and brand influence are also the dilemmas faced by many domestic flagship mobile phones.
In terms of hardware, some consumers think that compared with Apple, domestic mobile phone manufacturers at this stage are far behind in terms of their own technology, and “all are solution integrators”. Everything… When Huawei was still in the high-end market before, everyone would choose Huawei products with certain proprietary technologies.
With Huawei being blocked in recent years, it seems that only the iPhone can provide excellent hardware differences while integrating solutions. Especially in the past two years in the Android camp due to the slow growth of SoC performance, this problem has become more prominent, and various mobile phone manufacturers are unavoidable.
2. How should domestic manufacturers break the situation?
Of course, we also have to affirm the efforts made by domestic manufacturers in recent years. In the case of a significant drop in shipments, each manufacturer has also stepped out of its own way of breaking the game. Nicole Peng, vice president of Canalys’ mobile business, once said: “The main growth bottleneck in the Chinese market is the demand side.”
How to impress consumers in exchange for increased demand has become a key link that various mobile phone manufacturers need to get through.
The most intuitive case is the hot sale of folding screen mobile phones in recent years. Domestic mainstream manufacturers currently have folding screen product layouts, and strive to win the purchase desire of some consumers through new product forms.
△ Source of data: Canalys 2024 Global Folding Screen Smartphone Shipment Analysis But from the market point of view, although the overall share of folding screen mobile phones has increased significantly, it has not affected the overall market situation yet, and we look forward to better performance in the future.
Here is a quote from OPPO CEO Chen Mingyong who said last year: “A technology company has no future without underlying technology, and high-end products without core technology are just a loft in the sky.” realize that.
Such as Xiaomi’s surging chip, vivo’s V-series chip, OPPO’s Mariana chip, etc., are based on improving their own underlying advantages to create differentiation, and to improve the content of their own resources. Various mobile phone manufacturers are seeking to build their own resource advantages.
Mobile phone manufacturers are also seeking to enhance their brand influence by co-branding various established manufacturers. These operations have a certain effect on brand recognition. But for most consumers, they want to see the effect implemented on the final product, not just a marketing gimmick.
Some consumers believe that in order to gain favor, domestic flagships need to be supplemented from the more obvious parts of their current shortcomings.
For example, in terms of the system with the most obvious perception, the flagship machine must have the standard of the flagship machine, and it needs to have better performance in terms of fluency and no ads in the system. But some manufacturers made a high-profile announcement to cancel the advertisement and resume it, no matter whether there is a hardship or not, it is really disappointing…
The update of the mobile phone system also requires more attention from various manufacturers. Only by leaving a better impression on the user through the system can we effectively trigger a virtuous circle. It is a bit unkind to spend thousands of dollars to buy a mobile phone and then be abandoned by the manufacturer after two or three years. .
More importantly, Brother Pao believes that manufacturers should have more detailed planning for their market strategies, reasonably segment different markets, and set appropriate prices.
It is not that the gap between flagship products and mid-range phones cannot be widened, and the starting price is too high, and they continue to “backstab” consumers through 618 and other promotional diving to cut prices. The flagship is lonely, it is better to buy a mid-range…
This kind of situation will seriously damage the purchasing confidence of consumers and cause a backlash to the entire domestic flagship market and even the domestic mobile phone market.
In other respects, various manufacturers can also further cooperate to promote the development of the unified push mechanism for domestic Android applications and improve the overall Android market environment. The flagship phones of various manufacturers are always one of the big trees in the domestic Android market. Improving the overall Android experience in China will naturally boost the high-end flagship market.
At this stage, Apple’s thriving, more reflects the embarrassing situation that consumers have no way to start. We can only expect more domestic high-end flagships to make up for the shortcomings and bring consumers the same excellent experience and more choices.
“One thriving is not spring, and a hundred flowers bloom in spring.” We also hope that more excellent products can emerge from domestic flagship mobile phones, and together with us, we can get out of the cold winter of economic downturn and usher in a warm spring that bottoms out.
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