User value is the last word in the competition of mobile phone market

In recent days, , According to the App Annie released 《2022 Annual mobile status report 》 Show ,2021 Mobile devices have been used for up to 3.8 Trillions of hours , Set a record , The top 10 Mobile market of bit （ The United States 、 Canada 、 Mexico 、 Japan, etc ） Spend on mobile phones on average every day 4.8 Hours , It has increased over the past two years 30%.

It is worth mentioning that , stay 2021 year 4 Released on 《 The 18th National Reading survey 》 Show ,2020 In, the average daily contact time of adult Internet users in China was 100.75 minute , The per capita daily e-reader market is 11.44 minute , The average daily exposure to tablet computers is 9.73 minute .

so , Mobile phones dominate mobile devices , People spend more and more time on mobile phones , It can even be said that mobile phones have become the focus of contemporary people “ necessaries ” One of . People's strong demand for mobile phones is undoubtedly a favorite scene for mobile phone manufacturers , And can achieve today's scenery , Competition with mobile phone manufacturers is inseparable .

Especially the competition in China's mobile phone market .

Cruel and charming Chinese mobile phone market

2007 year , Jobs released the first iPhone, With full touch screen, we have opened a new era of smart phones .2010 Integrated retina screen 、 Gyroscope and other technologies iPhone4 Let apple become an industry disruptor from an industry participant , Affect the subsequent era of smart phones .

2011 From the end of the year to 2012 Beginning of the year , Under the influence of smart phone wave , The domestic smart phone market has entered the incremental market stage . More and more people are pouring into the mobile phone industry , China's mobile phone market has grown from “ China cool Union ” To “ Schools of thought contend ”, Mobile phone manufacturers are in the channel 、 Products and other aspects of competition .

For example, in terms of channels , from “ China cool Union ” The Internet model of cooperating with communication operators to Xiaomi starts with online channels and then goes to OPPO、vivo Deep cultivation of offline channels ; Products , Each family is looking for certain selling points for their mobile phones , The millet “ Cost performance ”、OPPO Taking photos of 、vivo Of HIFI; Technical aspects , Flash charging 、AI Photos and so on emerge in endlessly .

here we are 2016、2017 About years ago , China's mobile phone market has entered an era of stock , Domestic mobile phone market shipments fell year-on-year , Some mobile phone manufacturers withdraw from the competition ,“ Schools of thought contend ” Began to “ Chinese rice OV” shift , But it still does not affect domestic mobile phone manufacturers to push through the old and bring forth the new in the competition .

millet MIX Open the era of comprehensive screen , The role of Huawei's self-developed chips is beginning to show , Domestic mobile phone manufacturers are taking photos 、 Video anti shake 、 Comprehensive screen form and other aspects began to lead the mobile phone industry .

from “ Blue ocean ” To “ The red sea ” Until then “ Blood Sea ”, The competition in China's mobile phone market is always fierce . In this area is full of “ cruel ” In the competitive market , A new generation for an old one , Letv 、 Small pepper and other mobile phone manufacturers fell into the tide of the times , Samsung, which ranks first in sales in the global mobile phone market for many years , Have failed to achieve good results in China's mobile phone market .

however , China's mobile phone market for mobile phone manufacturers , Charming again .

One side , Chinese mobile phone consumers have high acceptance of new technologies . According to the data of China Academy of communications ,2021 year 1-12 month , In our country 5G Mobile phone shipment reached 2.66 Billion parts , Year-on-year growth 63.5%, Accounts for the same period of mobile phone shipments 75.9%, Far higher than the world 40.7% Average level .

On the other hand , Although China's mobile phone market has already entered the stock market , But Chinese mobile phone consumers change their phones frequently . According to market research Strategy Analytics released 《 Win new subscribers in the smartphone market 》 According to the report , To China 、 Britain is close to the United States 5000 A survey of consumers found , The average replacement cycle in China is 28 Months , Far less than Britain 、 In the United States 38 Months 、41 Months .

Plus the large population of our country , Its share in the global mobile phone market is not low , And according to the data of all parties , The growth rate of China's mobile phone market is slightly higher than that of the global mobile phone market . According to the data released by the China Academy of communications ,2021 In the year , The total shipments of mobile phones in the domestic market have accumulated 3.51 Billion parts , Year-on-year growth 13.9%; According to DIGITIMES Research data display ,2021 Annual global smartphone shipments 13.2 Billion parts , The annual growth is only 6.1%.

Face this “ Cruel and charming ” China's mobile phone market , Naturally, it is impossible for mobile phone manufacturers to give up . Some time ago , According to media reports , Samsung has set up a new Chinese team , Plan to return to the domestic mobile phone market .

Stock age , Domestic mobile phone manufacturers “ volume ” To the high end

Whether Samsung returns to the Chinese mobile phone market again , Can't change the fact that China's mobile phone market has entered the stock era , Mobile phone manufacturers competing in the Chinese mobile phone market need to make more efforts to deal with the challenges of the Chinese mobile phone market “ Internal volume ”. adopt “ Blood Sea ” Domestic mobile phone manufacturers who survived the competition , In addition to going to sea to seek increment , What have you done at home to win the domestic competition ？

For now , The answer is high-end .

According to the statistical survey of many research institutions , Apple always accounts for most of the profits in the smartphone market . For example, market research institutions Counterpoint Research data display , stay 2021 Second quarter , Although apple iPhone Of the global smartphone market 13%, But income accounts for 40%, Profits account for 75%.

The high-end mobile phone market has a large profit margin , In addition, after Huawei was sanctioned by the United States , Overseas 、 There is a lot of space for high-end mobile phone market in China , Let domestic mobile phone manufacturers have high-end , Seek the market 、 New profit increment .

From the action of each company marching into high-end , Each has its own strategy .

Xiaomi digital series , Build the most cost-effective high-end machine with stacking , Be a high-end machine “ goalkeeper ”. meanwhile , Use consumers “ Price anchor ” psychology , Xiaomi released this year 12 Series main small screen flagship , The starting price is reduced to 3699 element , However, on the screen 、 Camera and other configurations are reduced , Using the pricing strategy, the original digital flagship configuration was successfully raised to the starting price 4699 element .

Other manufacturers such as OPPO restart find series , Reorganize Yijia mobile phone ;vivo Cooperate with Samsung to develop the main chip ; After the glory leaves Huawei , Although the operation is completely disconnected , But the mobile phone design has “ Huawei style ”, It can still capture the original consumer groups .

The high-end actions of various mobile phone manufacturers also have similarities . For example, self-developed chips ,OPPO、vivo、 Xiaomi is involved , But now the results , There is no mobile phone main chip , Just image and other auxiliary chips .

in addition , Folding screen mobile phones seem to be becoming rongmi OV New directions for .

samsung 、 Huawei is the first to explore in the field of folding screen mobile phones 、 Mass production manufacturers , Due to R & D 、 Mass production difficulties , The two companies usually price folding screen mobile phones at 1 More than ten thousand yuan . With the gradual improvement of supply chain related technologies , The price is going down , millet 、OPPO、 Glory successively launched folding screen products .

The millet MIX fold Starting price 9999 element , However, it has been reduced to 6999 element ,OPPO find N Starting price 7699 element , glory magic V Starting price 9999 element , All three have raised the price of folding screen mobile phones to less than 10000 yuan , But compared with traditional mobile phones, it is still a high-end price .

Predictably, , With the development of domestic mobile phone manufacturers to high-end , The average price of domestic mobile phones will gradually increase , The user's replacement cycle may be affected . however , From the perspective of market situation , Each high-end strategy including folding screen , It doesn't seem to be very successful .

High end failure , User value is the secret

Previously, the investigation organization IDC I have counted 2020 Data of China's high-end market in the first half of the year , At that time, Huawei occupied the high-end market in China 44.1% Share , Apple takes over 44%, Two males stand side by side . Now after Huawei is sanctioned , Apple dominates the high-end mobile phone market in China .

According to the data agency Counterpoint Research China smart phone weekly tracking report shows , Apple is in China iPhone13 After the launch of the series , The ranking in China has risen to the first , Most of the time since then , Apple has always been in the lead , And has maintained the first position in the sales and revenue of smart phones in China for six consecutive weeks .

Rongmi OV They don't seem to be able to shake Apple's position in the high-end mobile phone market , Why is that ？

First, the price plunged , Users' recognition of the brand decreases . Hit the high-end market , The price must go up , However, Android mobile phone manufacturers often launch shortly after , The price is substantial “ diving ”. With millet MIX4 For example , In the last year 8 Published in , Starting price 4999 element , At double eleven , Directly reduce the price 1000 element , Tmall 88VIP It can be reduced again 300 element , This makes consumers who bought the machine at the time of release extremely distressed ,“ Who dares to start Xiaomi high-end machine in the future ？”

Second, high-end mobile phones have no real name . Rongmi OV Chips we use 、 System 、 Accessories are from suppliers , Configuration tends to be homogeneous , And it is greatly influenced by suppliers . Qualcomm snapdragon's flagship chip in the past two years 888、8Gen1 All collapsed due to problems such as design process , Power consumption is higher than driving and reversing , Fever is serious , millet 11 Even burn WiFi、 Burning the motherboard .

And the combination of software and hardware is insufficient , Rongmi OV We are not chip developers , Nor is it a software developer , Just combine the two . Huawei previously developed its own chips , Know your chip better , The cooperation between chip and system is better , Apple controls software and hardware . Xiaomi recently launched in Xiaomi store 64 Bit application , Because of Android 12 And Xiao dragon 8Gen1 Using the latest architecture , function 32 Bit applications may have errors , High power consumption ratio , Fast power consumption .

Huawei can support high premium high-end mobile phones because it has self-developed chips , Later, there was also a self-developed Hongmeng system , Apple has its own chip 、 System , Samsung has developed its own chips 、 The whole supply chain including manufacturing , And lack of core system 、 Rongmi of the main chip OV People , It's a little difficult to support the premium of high-end mobile phones .

Third, folding screen mobile phones still need to be improved . Several institutions predict ,2022 Sales of folding screen mobile phones will soar in , However, the value of folding screen mobile phones for users still needs to be explored . One side , Each manufacturer needs to make a system suitable for folding screen ; On the other hand , Manufacturers need to find more user scenarios on folding screen mobile phones , For now , Folding screen mobile phones can provide users with usage scenarios different from mobile phones , It's a bigger screen in the game 、 Film and television and other scenes get a better experience , But tablet computers can do the same , Some manufacturers launch photo scenes , It's completely about using another part of the folding screen mobile phone as a mobile phone bracket , A little chicken ribs .

Former vice president of Baidu products 、 Chief product architect , Yes “ The father of Baidu Post Bar ” Known as Yu Jun, he once proposed a user value formula , That is, user value =（ New experience - Old experience ）- Replacement cost , This formula can be used to explain rongmi OV The reason why we failed to shake Apple Mobile , And the competitive problems in the stock mobile phone market .

Rongmi OV User value created by our high-end mobile phones =（ New mobile experience - User experience with old mobile phones ）- Replacement cost , Most of the high-end mobile phones launched in the past two years are less experienced than apple , And the price is high , Replacement costs are high , So it failed to shake Apple's position in the high-end market .

In the current stock era of China's mobile phone market , Generally speaking , Android phones are a little behind the times in three years , Apple has even used software to reduce the experience of older phones , The newly released mobile phone experience is mostly larger than that of the old mobile phone , It depends on whether the extra value is worth the user to pay a certain replacement cost .

The replacement cost is in addition to money , User information 、 Usage habits, etc . Apple's closed system , To some extent, it increases the cost of users switching from Apple phones to Android phones , Android phone replacement assistant applications , Is to reduce the threshold for users to transfer data , To reduce the replacement cost of users .

In other words , In the age of stocks , Whether in the high-end market or in the low-end market , The experience of new mobile phones released by mobile phone manufacturers is greater than the sum of users' old experience and replacement costs , The product that creates value for users and allows users to pay is a good product .

Conclusion ：

The mobile phone market is still changing rapidly , Judging from the recent news , One side , With the yuan universe stir fried ,VR And other mobile devices may replace mobile phones as a new generation of necessities , Tencent acquired Black Shark 、 ZTE's announcement that the Red Devils game phone will be deployed in metauniverse and other news is the change of some mobile phone brands ; On the other hand , Geely is preparing to acquire Meizu to enter the high-end mobile phone market , The existing head brands are not at ease .

however , No matter how the times change , Products that can bring value to users , Is a good product .