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Mobile phone market incremental battle strange phase: Xiaomi Ov, Ov millet

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Editor’s note: This article comes from “the industry’s Fenghuihui”, text: Mumu. “We don’t make money by making mobile phones, just make friends!” As Luo Yonghao, for the sake of making friends in the world, Hammer Technology is in arrears with suppliers. In the past few days when Weibo spoke, Luo Yonghao had claimed to be a “previous peer” with Xiaomi. He seems to have retired after he had not issued a new machine for a long time. The same “do not make money” is 360, the media reported that 360 mobile phone business has been suspended, the original 360 mobile phone president Li Kaixin is currently leading the team to develop 360 elderly smart watches. Then the 360 ​​official response, “not completely suspended, just slowed down.” “The mobile phone circle is getting more and more difficult to mix”, and those who “make money” go to 2019, and they are not happy. Take the four major King Kong “Hua Mi Ov” as an example. Huawei has encountered a well-known storm, not to mention, focusing on Xiaomi, OPPO and vivo. From the performance of this year, these three are obviously facing a common proposition: seeking change to establish stability, only to have the abnormal performance of “millet Ov, Ov millet”. As a onlooker, while seeing these “changes”, the original committee should be more clarified. “Live to be the appearance of others” At 19:30 on the evening of July 2, Xiaomi and vivo respectively held a new product launch conference in the north, south and south of Beijing, Beijing and Chengdu, and Xiaomi CC9 and iQOO Neo appeared. At the same time of the same month of the same year, the two mobile phones will inevitably be compared by the good guys. Millet CC9, 6GB+64GB version, priced at 1799 yuan; 6GB+128GB version, priced at 1999 yuan. iQOO Neo, 6GB+64GB version, priced at 1798 yuan; 6GB+128GB version, priced at 1998 yuan. The price difference of 1 yuan exudes a little gunpowder flavor. What is more noteworthy is that the Xiaomi CC9 is equipped with the Snapdragon 710 processor, while the iQOO Neo is the standard Snapdragon 845 processor. A new mid-range, a flagship. The latter is ahead of the former regardless of CPU, GPU, UX performance or comprehensive performance. The commentary “Millet Ov, Ov Xiaomi” spread. To understand this sentence, we must start with a series of changes in Xiaomi, OPPO and vivo. When Xiaomi 9 was released, Lei Jun firmly stated that he would “remove the bondage of cost performance”; when Xiaomi CC9 warmed up, Lei Jun once again stressed that he did not pursue “extremely cost-effective” and that the target was R/X/N. According to the positioning, it is not difficult to guess that Lei Jun refers to the OPPO R, vivo X and Huawei nova series. The momentum of the OPPO and vivo that have changed the array method has no meaning to take over. A few months ago, OPPO Vice President Shen Yiren said in an interview that OPPO’s R series will stop. The Reno series and the Find series will be the main brands in the next decade. At the same time, the low-end OPPO has also laid out the Realme brand and the OPPO K series. On the side of vivo, the X series continues to be updated, and the new machine vivo X27 is released in March. However, unlike the strategy of the previous product line, the vivo launched iQOO brand, as well as NEX, S, Z, Y, U and other products for sale. The product coverage covers the high, medium and low grades. Another important performance of “Ov Xiaomihua” is the price/performance ratio. Looking closely at the products released by OPPO and vivo in the first half of the year, in addition to the original pricing strategy of the vivo X series, other products are more or less approaching to the price/performance ratio. The comparison between the previous Xiaomi CC9 and iQOO Neo can be confirmed. Therefore, even if both the Xiaomi and Ov parties did not admit that they are gradually “lived like others”, the facts speak louder than words, and the products have explained everything. It is not difficult to find out what is missing and what is slightly analyzed. The changes in Xiaomi, OPPO and vivo follow the principle of “What is missing?” Perhaps it was deeply affected by the male image of Lei Jun, and the Xiaomi mobile phone has always been known as the “straight male machine”, and its main users are mostly male. The 2018 Q3 smartphone industry quarterly research data report released by Aurora Big Data shows that Xiaomi mobile phone users account for 70.5% of men and women account for 29.5%. Six months later, in the Q19 report of 2019, the Aurora big data statistics said that the proportion of male mobile phone users in Xiaomi decreased, and the data showed that the proportion was 69.6%, which was less than 1%.In contrast, Huawei’s mobile phone users accounted for 61% of men, 39% of women; OPPO mobile phone users accounted for 51.4%, women 48.6%; vivo mobile phone male users accounted for 50.4%, female users accounted for 49.6% . Seizing the hearts of female users is a problem that Xiaomi must solve. In the third quarter of 2018, Xiaomi announced that Xiaomi and Meitu signed a strategic cooperation agreement: Meitu will exclusively license the brand, imaging technology and domain name of the mobile phone business to Xiaomi, during the cooperation, the hardware and system development of Mito mobile phone. Production, marketing and sales will be handled by Xiaomi, who is responsible for providing imaging technology and beauty algorithms. “This cooperation is complementary,” said industry insiders. “96.5% of users of Mito’s mobile phones have been women, women’s perception of Mito’s brand, and Mito’s understanding of female users. Xiaomi fills the uneven distribution of male and female users.” Xiaomi CC9, as the first product released after the cooperation between Xiaomi and Meitu, inherits the photo genes and sees the shadow of Mito mobile phone from the pricing. When not investing in Xiaomi, Mito’s mobile phones have never been associated with “cost-effective”. CFO Yan Jinliang once frankly “the biggest challenge is that the scale is not up, the price is not up.” There is no harm without comparison, other friends start Walking up the cost-effective route, the onlookers did not agree with the “price-beneficial” in Lei Junkou. The hat of “low-priced and high-priced” fell on the head of Xiaomi. Be aware that before this, “low allocation and high price” is exclusive to OPPO and vivo. Therefore, there is a view that if CC9 is released by OPPO or vivo, the market should give affirmation, and Xiaomi will let the public put a question mark on its price/performance ratio. This is the difference between brands. Xiaomi continues to persist, and one day, “low-priced and high-priced” can also be exchanged for “real incense.” Some people who abandon their responsibilities will be regarded as treasures. Xiaomi tried to “remove the bondage of cost-effectiveness”, and OPPO and vivo have frequently operated this year. One of the purposes is to make up for the missing price/performance label. In addition, OPPO and vivo still have the crux of excessive dependence on offline channels. Another mission of new brands and new products is here. According to Sino’s statistics, in 2018, the domestic market OPPO and vivo shipments were 76.37 million units and 74.64 million units, and the online channel sales accounted for 4% and 6%. Xiaomi, Glory and Huawei accounted for 47%, 44% and 17% of online channel sales respectively. In order to eliminate the adverse effects of “squatting” in the future, OPPO’s Realme and vivo’s iQOO have clearly stated that they are on the main line. For example, Realme founder Li Bingzhong once said that Realme belongs to the Internet brand, and the sales channel will be dominated by e-commerce, and the offline will not be considered for the time being. Incremental battles in the platform period In the first quarter of 2019, the decline in shipments in the smartphone market has not stopped. The data is given by IDC, Canalys, Counterpoint, and Strategy Analytics, the world’s four major statistical agencies. Among them, Canalys’ statistics are the most horrific. In the first quarter, global smartphone shipments reached 313.9 million units, down 6.8% year-on-year. This is the sixth consecutive quarterly decline that has reached its lowest level in the past five years. The start-up period, growth period, platform period and decline period are the growth of a company in the eyes of investors. Applying to the development of the smartphone market, after the pre-population, the smartphone market should be in the platform period and there are signs of a transition to decline. The change is born. Xiaomi broke into the female market, and OPPO and vivo transformed the price/performance ratio. The intentions are clear: increase the radiation point as much as possible to cover a wider user base and seek for incremental. The head manufacturers are looking for change to stabilize, and small and medium-sized manufacturers are struggling. In particular, with the escalation of the head brand’s incremental battle, the market share of “Others” will be further reduced. As the development continues, are small and medium-sized manufacturers all dead? maybe. For example, when the 360 ​​mobile phone responded to the suspension of the mobile phone business, the team is still looking for 5G opportunities. In the 5G era, the mobile phone business will once again face the aircraft meeting. The industry generally believes that 5G is likely to play a role in boosting the smart phone market again.Canalys analysts predict that shipments of 5G handsets will reach nearly 800 million units in 2023, equivalent to 51.4% of all smartphone shipments. “There is a face to the plane again”, which means that the smartphone market may skip the decline period and re-enter the growth period, ushing in the “second spring.” But don’t be too optimistic. When the head manufacturers accelerate, some small and medium-sized manufacturers are “slowing down” or making friends with consumers at no cost. For them, the opportunity to send them to the hand is not helpful. . On the contrary, if competitors take the opportunity to rise, they will accelerate their demise. After all, opportunities are reserved for those who are prepared. .

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