The embarrassment and impetuousness of the smartphone industry in the past year or two has pushed to the climax almost in the past week.
On the one hand, the upstream supplier's bankruptcy news was frequently transmitted, and the other terminal manufacturers intensive new products were released, and a marketing war was launched. The rhythm of the entire industry was accelerating in a “smashing stepâ€. At the same time near the end of the year, ushered in the peak of the manufacturer's performance sprint, and the upcoming "double eleven" is undoubtedly the biggest bait, mobile phone manufacturers are more eager to drink, ready to meet this "hard battle." The mobile phone manufacturer's "October Besieged City" also ushered in the industry's reshuffle. 360 Chairman Zhou Hongyi described it as “closingâ€. Wang Yanhui, secretary-general of China Mobile Phone Alliance, also said: "The press conference is so intensive. In fact, the tide of bankruptcy has already begun." Nandu reporter learned that behind the mobile phone circle "virtual fire is too busy", profitability is to test whether manufacturers can shuffle this time. The only standard for winning.
Thousand yuan machine melee shuffle has begun
If the smartphone situation is described as “weak†due to factors such as saturation in the first two quarters of this year, sales have begun to “rejuvenate†since the third quarter.
IDC survey shows that global smartphone sales in the third quarter of 2015 (July-September) increased by 6.8% year-on-year to 355.2 million units. The top five vendors in terms of sales are Samsung, Apple, Huawei, Lenovo, and Xiaomi. This sales is second only to the fourth quarter of 2014, the second highest in history.
Li Rui, general manager of Sino Mobile's mobile phone business unit, analyzes the reporters in the Chinese market to Southern China: "In the past, in the era of operators, the market sales trend of one year often showed the "V" type, that is, Q1 (first quarter) and Q4 sales. Ok. However, with the opening of the channel, there have been significant changes this year. The first two quarters were flat, but sales began to increase gradually from August."
With the changes in the rhythm of this market, coupled with the gradual approach of the double 11, the major domestic smart phone brands have recently ushered in a new wave of machine spree.
Starting from Xiaomi 4C, new products such as Charm Blue Metal, LeTV 1s, and One Plus X are emerging one after another, and most of the price is concentrated in the thousand yuan. Taking music as an example, on October 27th, it released the super mobile phone 1s, and pulled down the Heidelix HelioX10 platform, which was originally positioned in the middle and high-end brands, to the thousand-yuan stall. Le Yue CEO Jia Yueting said: "The configuration of this product has reached the standard of the flagship machine, but we have pulled the price through the mode of ecological subsidy hardware." At the same time, mobile phone brands including Qiku also continue to cut prices. Last week, Qikuo announced that it will reduce the 360 ​​Qi cool mobile phone youth version from the original price by 200 yuan, and sell it at Jingdong spot for 999 yuan. Li Wang, the president of Qikuo, even said: "In the double eleven, I hope to become the first in sales and sales of Qianyuan."
In fact, "thousands of yuan" has always been the survival weapon of many domestic mobile phone manufacturers. At the same time, the thousand yuan machine is the most cost-effective. Since its inception, Xiaomi has been controlling "price/performance ratio". In the case of the same high hardware configuration, the lower the price, the higher the price/performance ratio. However, this logic has also caused the killing between vendors to never stop. Especially in the double eleventh period, the thousand yuan machine is more in line with the demands of manufacturers to pursue sales, and to buy more cost-effective products at relatively low prices.
The thousand yuan machine market has triggered the embarrassment of numerous manufacturers. Liu Jiahu, CEO of a plus mobile phone, said last week that “the mobile phone market is also becoming a slaughterhouse.†In response to this situation, Wang Yanhui said: “Mobile competition has entered a cruel phase of eliminationâ€. In his view: "Two years ago, VCs believed that the mobile phone market was full of opportunities, so many mobile phone brands such as big cola and hammer were born. Last year, the Internet giant felt that there was an opportunity, so LeTV, 360, and Alibaba all invested in mobile phones; the next two The year of liquidation, the collapse of the big cola may not be that the mobile phone is not good enough, but can not be profitable or can not see the profit prospects let VC lose confidence." He believes that the conference is so dense, in fact, the tide of closure has begun.
The threshold of "brand" is not low
In response to the above-mentioned price-performance dispute, Zhang Yi, CEO of Ai Media Consulting, said that simple price-cutting promotions have been unable to attract consumers, and how to stick to users is the key to the arrival of the stock era. At the same time, more and more people realize that although the domestic mobile phone is not low in configuration, the brand premium is relatively low. At present, the domestic mobile phone has a large gap compared with the profit of the Apple mobile phone.
Therefore, "brand" has become the focus of the mobile phone circle.
Li Rui said to the Southern Reporter: "In domestic mobile phones, there are not many brands that can really be made. Not only need to streamline the product line, but also reduce the dependence on operators. Now in addition to Huawei, OPPO, vivo, it is actually very It's hard to say that there is a real brand."
indeed so. Taking OPPO as an example, according to the latest retail monitoring data of the Sino market, the OPPOR7s became the fastest-growing product of the week as soon as it was released at the end of last month, including not only offline channels, but also online channels such as Jingdong. In addition to the channel, it is based on the advantages of the brand.
However, this model is difficult to copy. For example, a few days ago, vivo once again won the exclusive title of Happy Camp in 2016, the price is staggering, 350 million last year, and this year is as high as 700 million. This huge amount of air marketing can only discourage other mobile phone manufacturers.
In the past, people often described the manufacturer's pattern as “China Cool Allianceâ€, but now it has undergone tremendous changes. As operators' heavy subsidies have fallen sharply, the impact and control of the three major operators on the domestic mobile phone industry has been rapidly reduced. ZTE, Lenovo, and Cool, which are traditionally tied to operators, are the most affected. The rising momentum of Huawei, Xiaomi, vivo, OPPO, Meizu and other companies is still very obvious, and has become an important component of the new pattern.
In response to the current industry pattern, Wang Yanhui said: "Chinese mobile phones have just been ready to enter the Warring States era from the princes and the Spring and Autumn Period, and they have to wait for the Romance of the Three Kingdoms."
"Small and beautiful" is a bit difficult to think of "the public"
Behind the battle of the thousand yuan machine, in addition to the big mobile phone brand, there is still a low-key entry of a brand, including the new generation of "hammer" mobile phone released by Luo Yonghao - the nut U1 enters the market at a low price of 899 yuan, and one plus Mobile phone. Previously, Luo Yonghao said that he only made more than 3,000 yuan of mobile phones, and Liu Zuohu said that he would not die for thousands of yuan. The price of one plus X mobile phones starts from 1499 yuan. However, Liu Zuohu said in an interview: "This is back to the most basic business regulations. It is impossible to make a business that is not profitable, but how to reduce the cost of operation is something to consider."
Nandu reporter learned that the biggest problem facing such brands is how to broaden the user market.
Li Rui said to the Southern Reporter: "For example, the hammer mobile phone is very accurate in positioning, but at the same time, it has made certain restrictions on its own user population, and it is difficult to open up a larger market. Relatively speaking, once the technology is born, the price/performance ratio is relatively Equilibrium, but for now it still needs to be measured by physical channels."
However, Liu Zuohu is more optimistic. In an interview with a reporter from Nandu, he said: "At present, one plus is still sticking to the "small and beautiful" route, but seeing all the games played by (domestic mobile phone), I don't know if it will survive in the end, but always There is a way."
[Reporter observation]
Mobile phone circle "virtual fire is too busy"
In the past October, it may be a month into the history of smartphones.
More than a dozen conferences have been held, and more than a dozen new products have been released. At last, some people couldn’t see it. The CEO of Qikuo Li Wang specially convened a “speech meeting†to shoot through the four lies of the mobile phone circle. Although in the end it is also for Qi Cool to prepare for the double eleven propaganda, but he said that the "four big lies" is worth listening to. First, the fake flagship is rampant; the second is to change the shell tide into the wind; the third is the pseudo-ecological confusion; the fourth is the retail price is too high. Whether the lie is for the time being, but the smart phone circle is indeed "virtual fire."
Similar to the current Internet merger tide, in the case of insufficient innovation, the industry ranking is high and cannot guarantee that it will survive, because the business model of mobile phone manufacturers is becoming increasingly unclear. If there is only one shell of an Internet company, there is no ability to control the supply chain, and the service capacity of value-added landing, it is difficult to live very well, or even live.
Whether LeTV, Meizu or Qikuo, although the sales volume is good and the impact is not small, but the profit is quite far. Back to the basic logic of business --- profit, only profit shows that you have a fixed user base and established your own base.
In the past two months, mobile phone supply chain manufacturers have been closed down, and in the future, mobile phone brands will continue to close down or go out of business. But this is a process of returning to reason and returning to logic. Business in any field should be like this.
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