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New Year and new atmosphere, Ms. Chen in Shenzhen wanted to change a folding screen mobile phone, and as a result, she ran 8 stores and did not buy spot.
The Huawei P50 Pocket gold model, which frequently appeared in the spring evening, is not in stock; the newly released Glory Magic V, the full range is not in stock; the most affordable OPPO Find N, also in stock!
What the hell is going on?
Go to the folding screen mobile phone store "punch card"
OPPO Find N, Huawei P50 Pocket, Honor Magic V... Before the Spring Festival, the folding screen mobile phones released by OPPO, Huawei, and Honor collectively sold well?
From February 3 to 5, the reporter of Shanghai Securities Daily visited COCO PARK Shopping Center, Sam's Club store and Bonjour Center Shopping Plaza in Futian District, Shenzhen, where many mobile phone brand stores gathered.
Walking into the store, the reporter saw that almost every store's folding screen mobile phone prototype display table was full of people.
Huawei's folding screen mobile phone, which has appeared many times at the 2022 Spring Festival Gala, is the most popular. Whether it's the P50 Pocket folded up and down, or the left and right folded Mate X2, people come to experience it.
The Glory Magic V is also "not to be outdone", and the "Hermès Orange" color scheme is particularly endearing.
The relatively small OPPO Find N has also attracted the attention of many young consumers.
The Samsung counter, which has the richest variety of folding screens, is also crowded with people.
"The P50 Pocket Gold is gone, and it can't be booked because retail stores sell as many as they want. Huawei Mate X2 only has a collector's version of 18999 yuan in stock. The staff of Huawei's flagship store told reporters.
"Honor Magic V full series is out of stock, you can consider Samsung or Huawei," but Huawei's goods are not complete." The staff at Sam's Club say so.
"OPPO Find N is not in stock right now, so you can try placing an online order." OPPO staff said.
Buy at a premium or fight for speed
Buying online is also hard to come by
Offline stores are seriously out of stock, so what about online?
Opening the relevant mobile phone brand's own shopping mall and its Taobao and Jingdong flagship stores, the reporter found that Huawei P50 Pocket, Honor Magic V, OPPO Find N are out of stock. Each online purchase channel has marked the "limited time limit" logo, using the sales strategy of "on-time rush", if you want to buy, you have to fight for speed.
The most recent snapping up of the Honor Magic V was on Feb. 8, and the most recent snapup for oppo Find N was Feb. 11.
What is even more exaggerated is that some e-commerce platforms also put forward "identity requirements" for buyers, and if the buyer is not a platform member, they cannot participate in the rush to buy.
For example, in order to participate in the glory Magic V rush of the Jingdong platform, it must be a Jingdong PLUS member; the glory Magic V rush page of the Taobao Glory official flagship store is also marked with "88vip exclusive purchase", and the customer service explained that the glory Magic V inventory is scarce, there are purchase restrictions, and for the time being, only Taobao 88vip or store platinum members can participate in the rush.
Because it is not easy to buy, some platforms have spawned a proxy business. On idle fish, search for "glory folding screen mobile phone", there will be a lot of "shooting, robbing" services, the price ranges from 50 yuan to 100 yuan.
Of course, if you want to use a folding mobile phone "sharp goods" immediately, you can choose to "buy at a premium" in non-self-operated sales channels.
The reporter saw on Taobao that the official price of 9999 yuan of glory Magic V 256G bright black, the third-party channel quotation has been sold to between 11999 yuan - 13999 yuan, the same type of titanium empty silver quotation is more expensive than bright black hundreds to a thousand yuan.
The official price of 10999 yuan of honor Magic V 512G burning orange was speculated to nearly 17,000 yuan.
Not only is there a premium for the Honor Magic V, which is purchased through third-party channels, but the offers of OPPO Find N and Huawei P50 Pocket are also hundreds to one thousand yuan higher than the official pricing.
Is sales too hot or the supply is not keeping up?
Folding screen mobile phones are so difficult to buy, how much has it sold?
Judging from the monthly sales volume displayed by the online platform, since the glory Magic V officially opened the pre-sale on the evening of January 10, as of the press release, the sales volume of the glory Taobao self-operated platform is 2000+; the glory mall does not show sales, but the number of product reviews is 900+.
The number of product reviews in honor Jingdong's self-operated flagship store is 200+, and more than 25,000 people have made reservations to participate in the rush sale on February 8.
However, even if the rush is successful, the delivery will have to wait for a while, according to the Jingdong store page delivery tips, honor Magic V shipping within 30 days after payment, different regions shipping time is different.
"On the one hand, the software and hardware performance of folding screen mobile phones has gradually improved, the price has dropped to about 10,000 yuan, and the enthusiasm of consumers to try early is indeed high; on the other hand, before the market demand is clear, the industrial chain does not dare to let go of the hands and feet, resulting in limited supply and no rapid amplification of shipments." An industry insider explained the current sales situation of folding screen mobile phones.
It is understood that in ordinary offline mobile phone sales stores, folding screen mobile phones are supplied in single digits every week. Online flagship stores are also sold once a week.
Zhao Ming, CEO of Honor Terminal Co., Ltd., previously said in an interview with the Shanghai Securities News that the various prerequisites for the folding screen to enter the era of the main machine have matured, including pricing. In 2022, the folding screen mobile phone will enter a year of rapid release, and the shipment volume can reach tens of millions, but it still depends on the situation of the entire supply chain.
It is understood that the supply chain has been in action years ago, on December 28, 2021, BOE spent 46.5 billion yuan to build Chongqing's 6th generation AMOLED (flexible) production line project held a mass production and customer delivery ceremony, officially announced mass production. Shentianma A Xiamen TM18 production line has completed the capping of the main plant and is preparing for the first half of 2022 to light up and put into production overtime.
With the gradual maturity of folding screen mobile phones in terms of hardware supply, innovative interaction, application ecology, etc., all parties in the market are optimistic about the volume of folding screen mobile phones in 2022. CITIC Securities expects that the compound annual growth rate of folding screen mobile phone shipments will exceed 90% in 5 years, and it is expected to exceed 65 million units by 2025.
Edit: Shao Hao
Video: Qiu Zixing
Producer: Zhang Jiao
Proofreader: Sun Jiehua
Photo editor: Zhao Yanyi
Production: Zhang Wei
Editor-in-charge: Zhang Xiaoguang
Producer: Pu Hongyi
Issued: Pan Linqing