In recent years, the market occupied by domestic mobile phones is gradually expanding, whether it is domestic or global, in the top five of the list, there will be Chinese brand mobile phones. But it is worth noting that in the list of Japanese mobile phone sales, there is no Chinese brand on the list, what is the matter?
Everyone's impression of the Japanese mobile phone market is not still stuck in the use of functional machines. In fact, by 2018, the penetration rate of smartphones in Japan had reached 77.9%, which was in the stage of gradually increasing penetration. Remember, back in 2016, the country's smartphone usage penetration rate was only 39%.
In recent years, as the penetration rate of this mobile phone in Japan has gradually increased, many mobile phone brands are entering the country to develop, including domestic mobile phones. However, in 2020, in the top five of the Japanese mobile phone market sales list, none of the Chinese brands are on the list, not only that, Apple alone occupies 46% of the market. What's going on?
From the data point of view, in 2020, In Japan's mobile phone sales, Apple won the first place in the country's market with a 46% share. Samsung is fifth on the list with an 8.1% share. In addition, most of the rest are Japanese local mobile phone brands, such as Sony, Fuji, Sharp and so on. It can be seen that only Apple occupies a large share of the list, so why is this happening?
In fact, this has something to do with the time when Apple entered Japan. As early as 2009, Apple's mobile phone entered the Japanese market, and it can be said that the brand has successfully penetrated the country's interior. Xiaomi, which has won the Indian market and won the second place in the world, has only entered Japan for 2 years. As a result, the gap widens a lot.
Secondly, in terms of price, Apple mobile phone is a mobile phone with high cost performance in Japan. Specifically, in Japan, the iPhone 13 is priced at 98,800 yen, or 5,800 yuan. You know, buying an iPhone 13 in China requires starting at 6,000 yuan. From this point of view, the price of mobile phones is also part of the reason for affecting sales.
But in fact, the most critical reason is that Apple has reached a contract with a local operator. Mainly, when the Japanese come to handle business, you can enjoy the activity of charging how much phone bill to send the mobile phone, but in this way, the mobile phone will form a bundled relationship with the operator, that is, if you want to replace other mobile phones later, it is more troublesome.
However, because Japanese packages are open and transparent, there are no other operations, so there are still many people who are willing to get mobile phones in this way.
Since Apple can enter Japan in many ways, why are domestic mobile phone brands not selling well in Japan?
You know, in the Q3 quarter of 2021, in the list of China's mobile phone sales, Apple only ranked fifth, and the top four are domestic mobile phones. Correspondingly, in the global list, domestic mobile phones also occupy three seats in the top five. However, in Japan, the ranking of domestic mobile phones is far inferior to mobile phones such as Apple.
In fact, the main reason is that Apple has been deeply cultivated in the local area for many years, and the mobile phone can continue to be used for many years, just like some people in China choose to use Apple mobile phones, is it also because it will not appear stuck for many years?
In addition, the Japanese people are more loyal to their own country's products. This is also why, mobile phone tycoon Samsung only accounts for 8.1% of the share in the country, compared to some technology, performance, etc., far less than Samsung's domestic mobile phones, in the share of catching up with Samsung.
Specifically, the data of the survey shows that the loyalty of Chinese to domestic brands is 56%, and the number of Vietnamese people who use product technology in their own countries is not high, so their loyalty is only 9%. However, Japan's loyalty reached the first place in 13 regions, at 81%. This is also why, in addition to Apple, most of the Japanese buy domestic mobile phone brands such as Sony.
It is worth noting that it is precisely because of the loyalty of the Japanese and Apple's large share that it is more difficult for China's domestic mobile phone brands to occupy a larger share in Japan.
However, in recent years, Japan's smartphone penetration rate is rising, which will be a good time for domestic mobile phones to win the country's mobile phone market. From 39% penetration rate in 2016 to 97.57% in the Q3 quarter of 2020, the rise in this figure also shows that domestic mobile phones are expected to occupy a large share in the country after that.