618 promotion: mobile phone brand "immortal fight", high-end market "who dominates the ups and downs"?

Last for nearly a month “618”, Come to an end .

Despite this year's 618 Not so hot , However, there are still many users who will choose to consume a wave during this time period , Among them, you can feel real discounts when you buy electronic products . A friend engaged in e-commerce operation said ,“618 period , Buy apple on JD platform 13 All kinds of offers 、 Subsidies have saved 1500, All you have to do is 4588.”

To increase sales , So are mobile phone brands “ ensemble , Each shows his power ”, The price is falling 、 Make a fuss about subsidies .

This year, 618 On the surface, it's calm , In fact, the mobile phone brand is in a turbulent situation .

This year, “618”, Mobile phone brand “ The fairy to fight ”

In the battle reports of various mobile phone brands , The number of year-on-year growth that has frequently exceeded 100 is spread all over social media and the circle of friends .

According to Xiaomi's official war report , from 5 month 31 On Tuesday night 8 Start calculation at , The omni channel payment amount is 3 branch 40 Break through in seconds 5 One hundred million yuan , Compared with last year's full platform 3 branch 50 second , It seems faster .

take the reverse into consideration OV A lot of work has been done on the war report . The specific term , Neither of the two mobile phone manufacturers has released specific sales figures , But on the model ,OV Two mobile phone manufacturers “618” The top selling models are all high-end models , for example OPPO Find N、vivo X Fold as well as vivo X80.

And according to the official war report of glory ,618 On a good start , The year-on-year growth of glory mobile phone sales exceeded 700%. Then it got off to a good start 4 In an hour , Glory is also the champion of mobile phone sales on multiple e-commerce platforms .

in addition , according to Canalys data display , Glory in the first quarter of this year 、 millet 、OV And apple together occupy the domestic market 87% Market share . It is worth noting that , In this list , The shipment volume of glory mobile phones increased by more than OPPO, Shipment 1500 Ten thousand units rank first , Market share reached 20%, Year-on-year growth 205%, It is also the only domestic mobile phone brand that has achieved positive growth .

Behind the high growth , What glory has done ？

The glory of Independence , In the channel 、 More freedom in product and supply chain strategy , Focus on pushing away volume models , Launch cost-effective products through online channels , such as V series 、X series , This is also the key for glory to quickly recover its market share after independence .

in addition , The obvious point is in the selection of suppliers , The transformation of glory depends on the strategy of Hisilicon , This means that glory mobile phone chips will not appear because of the tight production of suppliers , And the problem of being restricted . Like glory X30 series , On the chip and 5G Chipset suppliers , The glory is changed to Qualcomm .

Under the background that the sales volume of the current domestic mobile phone market cannot be sold , How to be in “ The stock of ” Search for “ The incremental ” It is already a top priority ,618 Naturally also “ A soldier's land ”.

One side , All major mobile phone brands are 618 Before the new . glory 、 Huawei and Coolpad are respectively in 618 On the eve of the great promotion and the promotion of China to launch new machines , To improve 618 Mobile phone sales during the period . secondly , The major mobile phone brands are also reducing prices , Include OV、 True self realme、 Glory, Xiaomi and other brands . Especially millet , This year, 618, The price reduction of Xiaomi mobile phone on JD platform is also very obvious , Many mobile phones are on sale 1000 element .

On the other hand , Mobile phone brands also make a big fuss about the price of picking up goods through channels . In an article on all-weather technology ,“ We know from various sources ,618 On the eve of , Some mobile phone brands send messages to the channel ‘ Secret rebate ’,‘ Secret rebate ; value 150-200 element . The original price of one in Jingdong's official flagship store is 1649 The mobile phone ,618 The second bargain during this period is 1449 The mobile phone , Another dark coupon can be issued for picking up goods through channels , The reserve price is as low as 1249 element .”

It can be seen that , This year, 618 On the surface, it is quite “ Cold and cheerless ”, But for sprint sales , The mobile phone brand is also used “ use all one 's skill ”.

High-end ： Mobile phone manufacturers can not avoid the market

however ,“618 Great promotion ” It's over , No amount of talk has become a foregone conclusion . In terms of the market and mobile phone brands , We should pay more attention to the next trends and development trends .

at present , In the domestic Android mobile phone market, there are only OV、 millet 、 Honor the four giants . Although I am realme as well as iQOO It is on the rise , But it will not affect the overall competition pattern for the time being . Combined with the , The domestic Android mobile phone supply chain is highly convergent , It means , Compete for market share , The four giants will spend more energy on the supply chain .

But in terms of the development strategy of each mobile phone brand , In the context of the continuous decline of domestic mobile phone shipments , With honor 、 The domestic mobile phone brands represented by Xiaomi are still implementing the high-end strategy . especially , After Huawei was forced to withdraw its troops , millet OV They all shouted out benchmarking apples 、 The slogan of impacting the high-end , Want to eat the high-end market share vacated by Huawei .

· This year, 2 month , Xiaomi clearly put forward in the high-end strategy seminar , Will unswervingly implement the high-end strategy ;

· OPPO as well as vivo It is also gradually moving closer to the high-end market ;

· glory Magic The series has also opened up the domestic high-end market for glory .

Actually , It's not hard to see , The volume of the middle and low-end market , The guarantee is the basic disk of the mobile phone manufacturer . But the high-end market is the key to determine the height of brand development , At the same time, it also reflects the core competitiveness of a mobile phone brand . Like Apple's system 、 Huawei's chip 、 Samsung's screen , It can be said to be the most competitive focus of the three companies .

This year, 618 In great haste ,OPPO Find N、vivo XFold And other models have achieved good sales , among , glory Magic V What's more, it has captured tmall 618 The champion of Android mobile phone brand sales on that day and in the whole process .

Behind the good sales of domestic high-end models , It can be seen that , One side , Domestic mobile phone brands are making up for the market share vacated by Huawei ; On the other hand , Although domestic mobile phone brands are still similar to apple 、 Samsung still has a big gap in the high-end market , But in technology 、 product 、 There are also some improvements in brand loyalty .

How to build the core competitiveness with differentiation or recognition has become “ In the post Huawei era ” The key for domestic mobile phone brands to win the vacant high-end market . Of course , The core competitiveness here is not limited to technology 、 Products and functions , It also includes marketing, etc .

before , Huawei can occupy more than... In the high-end market for a long time 20% In addition to our market share , Besides how hard the chip is 、 Outside the camera , It is also highly recognizable in brand marketing . from P7 Of “ A gentleman is like a orchid ”, To P8 Of “ timesong ”, Until then Mate7 Of “ Jazz life ”, Huawei has created a brand image of high-end business people .

For Yu Guangrong , There are certain development opportunities in the high-end market . After all , Glory inherits some Huawei technical talents 、 Ability , Accumulated certain advantages in team and technology . Glory is also doing its best to pass “ channel + product ” The way , Actively and comprehensively approach Huawei , Undertake Huawei users with the utmost sincerity , This is also the core logic of glory's coming out in the first quarter of this year .

But high-end is not achieved overnight , Apple 、 The successful experiences of Huawei and Samsung are telling other mobile phone manufacturers , Investment in technology research and development is the focus of efforts . Glory is the key to breaking the situation in the high-end market , Not how to get rid of external competition , The key is to strengthen our own technical barriers , Increase investment in R & D of core technologies , This is also the focus of the outside world .

Fortunately, , Glory has done something . glory CEO Zhao Ming once said ,“ Compared with apple , Glory has more advantages in the high-end market ： In the Chinese environment , Glory's understanding of China's Internet Ecology and services is much better than apple ; The proportion of annual R & D investment is 7% The glory of the left and right will be bolder in innovation , The use and import of new technologies will be faster than others .”

High proportion of R & D investment , It may also prove that glory has taken a key step in high-end development , As for the results, we still need to continue to pay attention to .

Conclusion

at present , The first and second tier cities in the domestic mobile phone market have entered “ To kill each other inside ” The situation of , Third and fourth tier cities are even more sunken, and the market has become the focus of competition . among , The high-end attack has also become Xiaomi 、OV And glory's new round of offensive in the mobile phone market , Who has won the periodic victory , At least in the 618 It is already obvious during the promotion period .

source ： Pinecone Finance