On December 13, Counterpoint Research, a well-known market research institute, published an article saying that China's smartphone market will achieve steady growth in 2021, and leading mobile phone brands will join the "chess game of increasing overall revenue and average selling price (ASP)" in order to cope with the homogenization of hardware.
Among them, Vivo's share in the mid-to-high-end market doubled in September, which is mainly due to its product portfolio planning in the market segment. Counterpoint analyst Ivan Lam said: "In the past year, Vivo has made significant progress in China's mid-to-high-end field. Its market share in the $500 to $599 price range has risen from 10% in September 2020 to 20% in September 2021. This was driven by the strong performance of the X70 Pro launched by vivo in September. Vivo continues to drive up its value chain through ongoing efforts in research and innovation in camera technology, including a strategic partnership with ZEISS, a leader in optical technology. ”
For vivo, the launch of the S series can be said to be a strong support for it to reach the top of China's high-end strategic highlands. As the X series that focuses on the high-end market in the vivo product line, it was once subject to the price positioning of 470 US dollars (3,000 yuan), and the high-end road was blocked. But with the advent of the vivo S series, it not only differentiates itself from the already market-recognized entry-level Y series, but also fills the demand of the $470 segment. The X series was liberated, allowing it to focus more on the high-end market.
"Impacting the high-end" is the only way for almost all mobile phone brands in the future. With the continuous increase in the average selling price of China's mass market in the future, the S series, which focuses on high-end, will also continue to exert its strength and become the most solid backing on the road to high-end of the vivo brand. As Counterpoint Research puts it: "With the average selling price in China's mass market expected to continue to increase in the next two years, the mid-range S series is of great strategic importance to vivo." ”
On the morning of December 14, the vivo S12 series was officially announced, and the new machine will be released on December 22. The vivo S12 series, with its slogan of "all-round excellence and natural excellence", also sends us an important signal. Based on the accurate grasp of user needs and the continuous precipitation of images and designs, the vivo S12 series will further consolidate the market competitiveness in an all-round way, and the upgrade of performance will become a new point of view. At the same time, with the comprehensive improvement of the comprehensive strength of the vivo S12 series, it will also more effectively drive the high-end market of vivo to take advantage of the momentum and achieve more eye-catching market results.
(Editor-in-Charge: Linghua Kang)