Text/JING Review/ZiYang Proofreader/Zhiqiu
In the past year, Huawei's mobile phone market share has continued to decline due to chip problems. This has also become a development opportunity for competitors, and many manufacturers have set the goal of impacting the high-end market during this period.
However, in terms of results, whether it is Xiaomi, oppo, vivo, the performance has not met expectations. After Huawei's fall, the domestic high-end mobile phone market was dominated by Apple alone.
According to data released by market research firm Counterpoint Research, in November 2021, Apple's mobile phone share in the Chinese market accounted for 23.6%, nearly 6 percentage points ahead of the second place vivo.
It is worth mentioning that this is the second consecutive month that Apple has topped the top of China's sales. Why apple mobile phones in the domestic market can be like a bamboo, millet, OPPO, vivo and other brands compared with Apple, where is the difference?
Actually, in my opinion. There are three main reasons why Apple has been able to win the championship in the Chinese mobile phone market continuously.
The first is that Apple's new machine has no rivals in the market.
In previous years, Apple's new machines were opposed to the Samsung Note series and Huawei Mate series, and this year, Huawei and Samsung flagships have jumped tickets, and the high-end market has become a stage for Apple alone. Affected by this, the original Samsung and Huawei users have poured into the Apple mobile phone camp, and Apple's mobile phone sales have continued to grow.
It is true that domestic mobile phone manufacturers have also launched high-end flagships in 2021, and the price of the super cup version is more than 5,000 yuan. But from the perspective of the price range, the apex of domestic mobile phones is only the starting point of Apple mobile phones. In terms of sales time, domestic mobile phone manufacturers are collectively staggering the September and October of Apple's mobile phone listing.
In this context, domestic mobile phone manufacturers simply cannot snatch users from Apple's hands. Therefore, in essence, the target users of Apple's mobile phones are not the same as the target users of Xiaomi, OPPO and Vivo.
The second is that Apple's mobile phone user base is large, the viscosity is high, and the replacement time is relatively concentrated.
Because the iOS system and the A series of chips are exclusive to Apple, if Apple users switch to Android machines, there will be obvious discomfort. Therefore, most fruit powders with replacement needs will choose to buy mobile phones in October and November. On the one hand, the new machine has just been put on the shelves, and you can enjoy the latest technology by purchasing the new machine. On the other hand, after the new machine is listed, the old flagship will reduce the price. Users can also enjoy greater discounts when purchasing old products. From this point of view, it is also reasonable for Apple's mobile phone to keep a low profile in the market for a year, in exchange for two or three months of sales explosion.
The third is that Apple's brand value is higher than that of domestic mobile phone manufacturers.
I believe that many consumers have found that the more expensive the mobile phone, the higher the premium. The number of high-end machine sales is often closely related to the premium ability of the brand. Since the birth of Apple's mobile phone, it has always adhered to the high-end positioning, and the joint name is also cooperating with the top international fashion brands, and the high-end image has long been deeply rooted in the hearts of the people.
In contrast, xiaomi, vivo and other manufacturers, just got rid of the "factory sister", "di silk" image not long ago. The "face" value of the product is difficult to compare with Apple, which is also the biggest gap between domestic mobile phone manufacturers and Apple.
So, should the domestic high-end mobile phone market always be occupied by Apple?
In my opinion, I will not.
Although Huawei has withdrawn from the ranks of mainstream mobile phone manufacturers, other mobile phone manufacturers can learn from Huawei's development experience and become the next domestic mobile phone brand capable of competing with Apple.
In fact, many manufacturers have begun to replicate Huawei's route. Xiaomi, OPPO and other brands have restarted or announced self-developed chip plans. Domestic and foreign market development and high-end joint projects are being carried out in an orderly manner.
Although in the short term, domestic mobile phones are difficult to compete with the iPhone, in the long run, domestic mobile phone manufacturers will inevitably be able to compete with Apple. In your opinion, which manufacturer is likely to pull Apple down?