Text/Ball Review/Zi Yang Correction/Zhi Qiu
As a former domestic mobile phone overlord, at its peak, Huawei once won 47% of the domestic high-end smartphone market, occupying almost half of the country.
However, after the relevant ban took effect, Huawei's mobile phone business shrank rapidly, freeing up a large amount of market share.
Such a huge market release, for other players in the mobile phone industry, is simply a huge development opportunity, so it appeared, in 2020 and 2021, Xiaomi, OV began to fully impact the high-end market, want to compete for huawei vacated market,
Apple became the biggest beneficiary
But from the current situation, although the sales of Xiaomi and OV have shown a growing trend, Huawei has left them a high-end market, and Xiaomi and OV have not seized it.
Because most of huawei's vacated high-end smartphone market share is almost all eaten by Apple, at the end of 2021, the high-end smartphone market of more than 5,000 yuan, Apple took only 86%, while Huawei left 7%, and other brands totaled only 6.5%, and there was no growth.
Not only that, Apple's sales in the Chinese smartphone market have also reached a record high. According to data released by market research institute Counterpoint, in the fourth quarter of 2021, Apple swallowed 23% of the market share in the Chinese market, successfully becoming the largest smartphone supplier in China.
You know, Apple's mobile phone products have been taking the high-end product route, the average price of mobile phones exceeded 5,000 yuan, even if this can win the first place in the Chinese smartphone market, from the side, Apple has become the biggest beneficiary after Huawei's decline, in other words, the high-end market released by Huawei was finally snatched away by Apple.
Huawei left the opportunity, why can't Xiaomi OV seize it?
In fact, Xiaomi, OV failed to seize the opportunity, really not that they are not hard enough, you know, in the past 2020 and 2021, these three major domestic mobile phone giants have been improving research and development strength, enhance the competitiveness of their own products, to OPPO as an example, in 2021, it showed a strong technical research and development strength, launched the first self-developed NPU chip; OPPO Find N folding screen came out, once again to the market to show OPPO's strong technical reserves.
Of course, in addition to OPPO, Xiaomi and vivo have also made a lot of efforts, and have innovated in terms of chips, imaging systems and fast charging technology.
However, after a head-on confrontation with Apple, the Xiaomi OV has failed miserably, and in the high-end market, it is still difficult to match Apple. The reason for this situation is mainly because the Xiaomi OV lacks brand power when it impacts the high-end market. You know, whether it is Apple or Huawei, it has been in the high-end market for many years and has a very strong accumulation.
In contrast, Xiaomi and OV have long been inferior to Huawei in terms of brand image, resulting in the eyes of many consumers, Xiaomi and OV are not high-end brands, plus they suddenly impact the high-end market, product prices are high, but consumers have a disgusted psychology.
The most critical thing is that the tactical strategy of Xiaomi and OV is becoming more and more obvious, a mobile phone brand, with multiple series of products, which undoubtedly further dilutes their brand image, because their main shipment products are concentrated in low-end products, resulting in the positioning of high-end products is extremely vague, affecting the establishment of high-end brand image.
Therefore, the author believes that the reason why Xiaomi and OV failed to seize the opportunity left by Huawei is mainly because they deviated from the development route when impacting the high-end mobile phone market.
Next, Xiaomi and OV need to rethink how to grab high-end market share from Apple, but the difficulty is not small, and it will be a huge challenge for domestic mobile phone manufacturers.
Write to the end
In short, domestic mobile phone manufacturers want to achieve a breakthrough, and it is imperative to enter the high-end market. The author believes that if you want to succeed in the high-end market, you must make efforts in technological innovation, use experience, etc., abandon the idea of defeating Apple by piling up materials, make products down-to-earth, and get consumer recognition to be successful.