Image source: Oriental IC
The international and domestic situation is changing, and the domestic mobile phones that unify the rivers and lakes in the low-end market usher in the best window to win the high-end market. 5399 yuan, 6999 yuan, 10999 yuan... The price of high-end domestic mobile phones has finally begun to match the iPhone.
By what is the benchmark for the iPhone? From the shell, lens to the screen, chip, from the curved screen to the folding screen, the product brands of various countries are trying their best to show the uniqueness of their high-end machines, and run all the way on the road of "inner roll".
How is the domestic high-end aircraft market today? Recently, the IT Times reporter explored several domestic mobile phone brand experience stores from the perspective of pure consumption.
#推销策略 #
Folding screen mobile phones are no longer the main push models
After a wave of folding machine boom dissipated at the beginning of this year, mobile phone stores seem to have begun to change their thinking, and the shouts earned by folding screen mobile phones need to be transformed into real sales data through traditional flagship models.
In a Xiaomi home in Shanghai, the flagship model that the clerk first recommended to customers was the Xiaomi Mi 12Pro. "The chip of Xiaomi Mi 12Pro is better than the Xiaomi folding screen (mobile phone), which uses a new generation of Snapdragon 8 chips." The clerk said as he took the Xiaomi MIX FOLD and compared it with the Xiaomi Mi 12Pro.
Source: IT Times
"From the perspective of daily use, I still think that the Xiaomi Mi 12Pro is more cost-effective, with three 50 million cameras on the rear, which can meet the needs of young people to take pictures." The current advantage of Xiaomi MIX FOLD is mainly the application conversion on the PC side, only three fingers can be switched by sliding the screen at the same time, suitable for office people who often use business software such as PTT, but from the actual situation, the audience is naturally not so large. The clerk added.
The clerk of the vivo experience store does not have to be so "entangled", because vivo has not yet launched a folding screen mobile phone, and the current main high-end machine is vivo X70 Pro+, and the selling point is the ZEISS lens. "The phone features ZEISS ultra-low dispersion high-lens lenses and four ZEISS lens packages built into portrait shooting. The reason why it is more expensive than the vivo X70 Pro version is more than 1,000 yuan because of the addition of 360 ° horizon stabilization, as well as the best chip, waterproof function, 2K screen... "Although this store does not have a real machine to experience, the clerk still sells the flagship model vivo X70 Pro+.
In the Huawei Experience Store, there are many types of high-end machines to choose from. Huawei P50 Pro, P50 Pocket, Mate 40 RS, Mate XR lined up, the clerk in the introduction, in addition to recommending Huawei folding screen mobile phone, P50 Pro Cocoa Tea Gold and Mate 40 RS Porsche design is also a hot hit. Unlike huawei's several folding screen phones that still use 4G networks, the Mate 40 RS Porsche Edition is designed with a 5G network.
#单店销量 #
The flagship machine sold 10 to 50 units
"Compared to the Xiaomi Mix FOLD folding screen, the Xiaomi Mi 12Pro sells better. After all, not everyone can use the unique functions of the folding screen, and the Xiaomi Mi 12Pro is currently the best configuration combination in the Xiaomi series. The Xiaomi clerk said.
According to the reporter's understanding, in this millet home, the monthly sales of the Xiaomi 12Pro can reach forty or fifty units, while the monthly sales of mix FOLD are about 10 units. Similar sales differences were also shown in the Taobao Xiaomi flagship store, with the Xiaomi 12Pro selling 6000+ and the MIX FOLD selling about 600+. Compared with the reporter's visit in mid-to-late January, Xiaomi's offline supply has obviously been supplemented, and many high-end models in Shanghai and offline stores have real machine experience, including MIX FOLD, which can be traded spot.
In the vivo experience store, the store manager introduced that the supply of vivo X70 Pro+ models is very small, and there is no real machine experience in this store for the time being. Vivo X70 Pro+ currently only accepts "a la carte" reservations, if you book 1 unit, you can get it on the same day. If there is more than 1 unit, it may take two or three days to wait. Talking about sales, the store manager said that there are relatively few customers who buy high-end machines, and only about 1/30 of the customers in the daily passenger flow have the intention to buy high-end machines, and it is a good sales volume to sell 10 units a month.
For the Huawei experience store with more high-end machine types, the reporter saw the real machine sample of Huawei P50 Pro and Mate XR, and the P50 Pocket did not have a prototype for customers to experience, which was roughly the same as the situation before the Lunar New Year. However, it is worth mentioning that all models have spot stock can be ordered directly, and the supply of goods is relatively sufficient.
"Basically, customers come to the store to order after looking at it online. Ordering 1 unit can be directly picked up, and more than 3 units need to submit an application for transfer of goods. Huawei store staff said that the sales of these high-end machines are similar, with monthly sales of about 10 units, and the best selling is the flagship P50 Pro, which has 40 or 50 units of sales per month.
#高端战事 #
Huami OV and others continue to "besiege" Apple
At the beginning of 2022, the domestic mobile phone camp once again launched a fierce offensive to the high-end market. The glory Magic V, which is timed and quantitatively snapped up, the new iQOO 9 pro and the OnePlus 10 Pro, realme's first high-end product, the True Self GT2, and the OPPO Find X5 released globally on February 24... It can be described as "group to compete".
According to the statistics of the market research agency, in 2022 W5 (January 3, January to February Spring Festival Week), the domestic smartphone market sales ranked first for glory, with a sales share of 17.7%; Xiaomi ranked second, with a sales share of 17.1%; OPPO ranked third, with a sales share of 16.7%, and Apple ranked fifth with a sales share of 15%. Judging from the situation of this war, domestic mobile phones performed well. At Xiaomi's high-end strategy seminar on February 8, Lei Jun also indicated that "xiaomi will win the first place in the domestic high-end mobile phone market share in three years" and is ambitious.
Image source: Weibo
Domestic mobile phones are impacting high-end morale, where are the potential challenges? Chips are still a topic that almost every domestic high-end machine cannot avoid. After the temporary absence of Huawei's Kirin series mobile phone processor, domestic mobile phones have fewer choices on mobile phone chips, leaving only Qualcomm, Samsung, MediaTek and ZhanRui and other options, in the high-end mobile phones launched this year, iQOO 9 pro, one plus 10 Pro, etc. are equipped with Snapdragon 8 series processors.
It is worth mentioning that in oppo and vivo's latest flagship machines OPPO Find X5 and vivo X70 Pro+, the self-developed image processor chips Mariana X and V1 have emerged, firing the first shot of domestic mobile phone brands on self-developed chips.
If 2021 is only the year of testing the waters of domestic mobile phone brands, then in 2022, the battle for the high-end of domestic mobile phones will be fully launched. The situation of "three British battles Lü Bu", that is, the situation of domestic mobile phone manufacturers such as Huami OV and Glory "besieging" Apple will continue to become the main theme of the domestic mobile phone market.
Author/IT Times reporter Jiang Liwen
Editor/Wang Xin Kicked Sister
Typography / Ji Jiaying
Photo/ IT Times Oriental IC Weibo
Source/IT Times public account vittimes