Text/JING Audit/Zi Yang Correction/Zhi Qiu
In 2021, Huawei will be affected by the supply of chips and components and withdraw from the ranks of mainstream mobile phone manufacturers. At the same time, the wave of 5G popularization has struck, allowing many manufacturers to stand on the same running line, and the domestic smart phone market has begun to reshuffle.
According to the "China Mobile Communication Industry Data Observation Report" released by the third-party data agency CINNO Research, OPPO has replaced Huawei as the national sales champion, while vivo and Xiaomi are ranked second and fourth respectively.
However, although OPPO mobile phone shipments are high, most of the sales are low-end equipment, and in the high-end market, OPPO has not taken over Huawei's position.
From this point of view, after Huawei's fall, Apple is actually the biggest winner. In the high-end mobile phone market of more than 5,000 yuan, apple's mobile phone share has risen from 48% in 2020 to 75% in 2021.
It is worth mentioning that Xiaomi, OPPO, vivo, and even glory have set a goal of impacting the high-end for themselves in 2021. And the product, whether in technical applications or design, has great innovation. Folding screen, full screen, various forms, all kinds of black technology, have appeared on the scene. Why is the domestic flagship still lagging behind Apple's mobile phone and cannot win the favor of high-end consumers?
In the author's opinion, it is mainly because the domestic flagship lags behind apple mobile phones in the following two aspects.
First, brand attractiveness, Apple has maintained a positive, high-end brand image in the market, which makes consumers feel good about it.
In contrast, Xiaomi, OPPO, and vivo each have a history that cannot be looked back. Xiaomi mobile phone was once a well-known "diaosi machine", OPPO mobile phone was once known as the "factory sister" standard, and vivo mobile phone has pixel-level experience of borrowing from Apple's mobile phone design. In terms of brand image, Xiaomi, OPPO, and Vivo are far inferior to Apple.
However, the three manufacturers are actively improving this problem. In the past two years, Xiaomi, OPPO, and vivo have all explored their own product styles, and have taken the initiative to split with di si groups and factory sister users.
Not only that, domestic mobile phone factories are also constantly improving their aesthetics. Mobile phone spokespersons began to shift from traffic fresh meat to literary and artistic celebrities, and the brand style was significantly improved, which was also a good foundation for the impact of domestic mobile phones on the high-end after that.
The second is the core competitiveness of domestic mobile phones, which is not as good as Apple mobile phones.
It is true that brands such as Xiaomi and OPPO have greatly improved the user's mobile phone experience through continuous technological upgrading in the fields of taking photos and charging. But for users, a powerful processor and a smooth system are actually more attractive than the charging speed camera function.
Apple's iOS with a leading operating mechanism, A series of chips with excellent design and powerful GPU support, have established a huge lead in related fields.
It is precisely because of this that Apple mobile phones can capture a large number of consumers in the case of not supporting ultra-telephoto, ultra-macro, and super fast charging.
Although the completion of the system and processor is not a day's work, at present, domestic mobile phone manufacturers have taken the first step in the self-development of core technologies. Xiaomi, Vivo, and OPPO all released self-developed chips in 2021 and successfully applied them to mobile phones.
As for the system, although the three operating systems have not got rid of the Android system, the three manufacturers, without exception, have extended the boundaries according to the openness characteristics of Android, improving the ability to connect other smart terminal devices.
On the whole, the domestic flagship high-end market performance is not as good as Apple, indeed because Apple is ahead of domestic mobile phone manufacturers in many aspects. However, domestic brands are already accelerating to make up for the shortcomings, with the brand image improvement, core competitiveness enhanced, seize the Apple market for domestic mobile phone manufacturers, it will only be a matter of time.
In your opinion, what is the reason why the high-end share of domestic mobile phone manufacturers lags behind Apple, and does it have a chance to make up for it?