On the evening of December 9, Moto officially released two flagship mobile phones, Moto edge X30 and Moto edge S30 at its headquarters in Beijing, the former of which is the world's first to be equipped with a new generation of Qualcomm Snapdragon 8 processors.
As a high-end flagship positioning mobile phone, whether it is the moto edge X30 that debuted the Snapdragon 8, or the moto edge S30 equipped with this year's Snapdragon 888 + flagship chip, the price is very close to the people. The initial tasting price of moto edge X30 starts from 2999 yuan, and the first tasting price of moto edge S30 starts from 1799 yuan.
When the price of the two new machines was announced, it undoubtedly stunned everyone who was at the press conference and watched the live broadcast. Such pricing is not only in the whole of 2021, but also in the next year, at least in terms of cost performance, it can be said that it is difficult to find a competitor. There is no doubt that moto's move will inevitably have an impact on the unclear trend of the mobile phone market next year, but more importantly, it has come up with the full sincerity of "to be the moto that Chinese users like".
After the press conference, Chen Jin, general manager of Lenovo China's mobile phone division, @Magical Jingge, also published his second letter on Weibo, Chen Jin said, "To be a moto that Chinese users like, not just talk, have confidence, determination, and more strength."
Whether it is Chen Jin's statement or the snapdragon 8, it once again shows the All in determination of moto to launch an impact on the first camp of the domestic market. But it is obviously not enough to have determination, the domestic market has long been integrated into the ranks of others for many years, how to turn the tables against the wind and regain the favor of users is the key.
Sprint behind the domestic market
As early as many years ago, Huami OV's four major domestic mobile phone manufacturers, on the basis of consolidating more than 85% of the Share of the Chinese market, have begun overseas conquests, but since last year, an important change has taken place in the overseas market: Huawei has embarked on the double blow of Google ban and supply cuts, and the reshuffle of the global mobile phone market has begun.
Judging from the global data report in the third quarter of this year, the new market pattern has gradually become clear. Counterpoint report shows that Samsung still won the first place in the global smartphone market in 2021Q3 with a share of 20%, Apple surpassed Xiaomi to return to second place this quarter, Vivo and OPPO are still ranked fourth and fifth, and realme has come to the best sixth place in history.
However, the regional market part shows the different emphases of each manufacturer. In the European market, Samsung returned to the first place in the share, Apple also used the release of the iPhone 13 series to come to the second place, Xiaomi, OPPO, realme ranked three or four or five times.
In the Asian market, Vivo won the first place, surpassing Xiaomi and OPPO, but the share of each brand was relatively balanced; OPPO entered the top five of four markets in Asia, Europe, Latin America, Africa and the Middle East in this quarter, but except for the Asian market, it was a single-digit share. In the African and Middle Eastern markets, Transsion still maintains its own strength, and the two or three or four on the list are all transsion brands, which add up to more than Samsung.
Apple is the dominant player in the North American market, eating up nearly half of the market share, followed by Samsung with a 34% market share. When the North American market share is highly concentrated in the two brands of Apple and Samsung, it can also be found that Motorola occupies the third place with an 8% share, and OnePlus and Alcatel are ranked four or five, where the traditional domestic mobile phone manufacturers have almost completely disappeared.
Latin America also has a similar situation, Samsung's share is still the first, but affected by the supply of Factories in Brazil and Vietnam, the share fell to 35.6%, which is the worst performance of Samsung in 7 quarters; Motorola increased by 3.4 percentage points year-on-year, creating the best share in history of 23.2%, ranking second; Xiaomi ranked third with a share of 10%); ZTE (4.6%), OPPO (4.4%), Apple (3.7%), vivo (1.8%) ranked 4, 5, 6 and 7 respectively.
Counterpoint said vivo is currently actively expanding its business in Latin America, in addition to Colombia and Mexico, vivo has officially entered the Chilean market; OPPO continues to develop in the Mexican market and has expanded to Colombia; Xiaomi's shipments in the quarter declined sequentially. The battle is focused on Samsung and Motorola, which is in the lead in Mexico and second in Argentina and Brazil, while Mexico, Argentina and Brazil are the three largest markets for Samsung in Latin America.
It is not difficult to see that OPPO, vivo, millet and other Samsung, Apple in the overseas market war is getting more and more intense, other brands are also trying to fight back, of which Motorola, realme, one plus have shown strong growth. According to the ranking of Android 5G mobile phone shipments in the second quarter of 2021 released by the market research agency Strategy Analytics, the specific growth rate is the three with the strongest growth rate: OnePlus increased by 877%; realme increased by 1773%; motorola reached a staggering 3480% growth.
From these global sales data, it can be seen that when other domestic manufacturers are busy conquering overseas, it is not surprising that Moto has obtained a solid share of some overseas markets and has begun to sprint into the domestic market.
The starter is not a means but a strength
However, the Chinese market is not only the world's largest mobile phone market, the competition here is also the most fierce, why did Moto hit the first camp?
From @Magical Brother's two letters before and after the press conference, we can find the reason. Chen Jinxin mentioned that from the first commercial mobile phone in the world, the first GPRS mobile phone, the first touch mobile phone, the first transparent flip phone, and then to the first vertical folding screen smart phone... Moto has created numerous benchmark products that continue to lead the development of the entire communications industry.
After decades, Moto has accumulated deep R&D strength, supply chain resources and global user reputation. According to the data, moto is expected to sell more than 53 million units in 2021, and it is still one of the largest mobile phone market players in the world. Chen Jin said that 2021 is a year when 5G networks are fully fruitful, and Moto must fully embrace the Chinese market.
In fact, at the time when the domestic competition was the most intense, "Stud" entered the domestic market, and preemptively launched the "King Fried New Product" and launched the Snapdragon 8 flagship, which actually showed the strength of the moto. In addition, moto, which is backed by Lenovo, has strong support in terms of responding to global supply challenges and investment in research and development.
Lenovo Group announced the results of the second fiscal quarter of the 2021/22 fiscal year: turnover reached 115.6 billion yuan, an increase of 23% year-on-year; net profit of 3.3 billion yuan, up 65% year-on-year, and the net profit margin continued to grow. The three core business groups have achieved beautiful performance growth, of which IDG Intelligent Device Business Group's turnover reached 99.2 billion yuan, an increase of 21% year-on-year, and operating profit reached 7.54 billion yuan, an increase of 34% year-on-year.
Considering the supply chain dilemma that has swept the entire industry, the outstanding second-quarter results confirm Lenovo's strong strategic execution. From the financial report, the commitment to double the investment in research and development in three years is also continuing to be fulfilled, and in the second fiscal quarter, Lenovo's investment in research and development increased by 57% year-on-year.
In terms of segmentation, the smartphone business achieved its best performance ever, with turnover up 27% year-on-year to a 15-quarter high, and operating profit of 578 million yuan. The smartphone business achieved profitable growth in all regions of the world, with sales in Latin America, a traditional dominant market, up 30% year-on-year, ranking second in market share; North America up 24% and third in market share; newly expanded Europe-Middle East Africa up 24% and Asia Pacific by 14%; and China up 126%.
The earnings report also mentioned that as the world's largest personal computer provider, Lenovo Group will further expand the proportion of non-personal computer businesses such as smartphones and tablets through cross-selling, driving growth and profitability.
Whether it is through Lenovo's financial report performance or moto's "first professional household" performance, it confirms what Chen Jin said, moto is still the moto that has the right to choose the top supply chain, and it is also the moto that can bring users top flagship performance and cutting-edge function experience.
Everything has to go back to the product
The release of the two new products of Moto Edge X30 and Moto Edge S30 can be said to be a proof of Moto's own strength, and it is also a practice of "doing the moto that Chinese users like". But whether it can ultimately succeed or not still comes back to the product itself.
On December 11, Chen Jin posted a blog saying, "When I woke up in the morning, I found that the X30 deposit pre-sale with a five-figure inventory quota had all been sold out, which was a bit of a small accident." Everyone's support was really warm, thank you! Temporarily closed pre-sales, production is stepping up, the first sale on December 15 we will follow up on the volume. Our effort is to try to make everyone buy it, and experience the solid flagship design of the new Snapdragon 8 and moto for the first time. ”
Not relying on PPT, nor using flashy marketing means, is the commitment before the release of Moto Edge X30 and Moto Edge S30, and the full sale of Moto Edge X30's first deposit pre-sale is actually expected. After all, the machine is the world's first new Snapdragon 8 flagship core, before each family has announced the time of the conference, it has taken the lead in selling, so that everyone can taste it in advance.
As a high-end flagship positioning moto edge X30 is not only selling chips, the current highest pixel front camera of 60 million pixels can ensure the selfie effect, and the industry's top rear main camera supersole ensures the overall image performance; the internal integration of high-strength aluminum alloy, double-sided gorilla glass, AG process has brought the double guarantee of strength and feel.
Most importantly, the first price of the moto edge X30 directly pulled the price of the Snapdragon 8 flagship to 2999 yuan, which was so cost-effective that it also stunned everyone. The initial price of only 1799 yuan moto edge S30 equipped with Snapdragon 888+, Turbo LPDDR5, Turbo UFS3.1, 144Hz high brush screen, 100 million pixels main camera, more can be said to reinterpret what is called "performance flagship", not to mention this year, even in the next year, it is estimated that it is difficult to find a more cost-effective mobile phone than it.
Many people say that the two new machines have seen the changes in moto, becoming more "Chinese flavor" and more "close to the people". It must be pointed out that the previous global market performance can only explain the strength and past of Moto, and the performance in the Chinese market still depends on the product.
It is gratifying that the two new products that Moto debuted in China, from the design, functional strength, and then to high cost performance, all reveal the changes that Moto has made for Chinese users, which undoubtedly laid a solid foundation for Moto to sprint to the Chinese market. All in's determination and strength have been seen, from which we can believe that the moto that Chinese users like can be expected in the future.