Source | Urban on-site integrated Guangming Network, Xinhua News Agency, Sina Weibo
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I, after 00, haven't changed my phone for 4 years... Recently, a topic on Weibo about #Why young people are reluctant to change their mobile phones rushed to the hot search, triggering heated discussions.
"Because the mobile phone is expensive", "The migration data is troublesome", "The performance of the mobile phone can meet the requirements, there is no need to change" "Now the mobile phone is the same, there are not many features"... Netizens have said in the comment area why they do not change their mobile phones.
According to reports, from 2014 to 2018, consumers changed their mobile phones on average every year, but in recent years, the replacement cycle of consumers has been extended to 28 months to 30 months.
The decline in consumer demand for mobile phones is directly reflected in shipments. According to the data released by the China Academy of Information and Communications Technology recently, in February 2022, the domestic market mobile phone shipments were 14.864 million units, down 31.7% year-on-year, of which 5G mobile phones were 11.374 million units, down 24.5% year-on-year, accounting for 76.5% of mobile phone shipments in the same period. In February 2022, there were 22 new models of smartphones listed, down 8.3% year-on-year, accounting for 75.9% of the number of new models listed on mobile phones in the same period.
Regarding the reasons for the reluctance to change mobile phones, many post-95s and post-00s interviewed said that one is that mobile phones are selling more and more expensive, and the other is that mobile phones have no transformative innovation.
The data shows that the average selling price of mobile phones in the Chinese market has increased from the past 1500 yuan to 2000 yuan to 2700 yuan to 3000 yuan. Indeed, if today's consumers want to buy the flagship or high-end version of some brands, they can't take it without spending thousands or even tens of thousands of yuan, and see if the price is "I don't deserve it"; but spend the same money as the high-end version in the past to buy the mid-range version, from the cost performance consideration, and feel that "it is not worthy".
But taking a step back, in today's consumption forms such as buying new machines and interest-free installments, even if it is a new high-end, if you make up your mind to consume, the expenditure of a few hundred yuan per month is not difficult for most young consumers.
Young people still seem reluctant to spend more on their phones. Compared with previous years, they may be more troubled by a series of operations to back up and update data data when changing mobile phones than in previous years. Moreover, if the mobile phone replacement is a change in screen size and pixel clarity, the sense of innovation and attitude brought to young people is not as good as the MOBILE PHONE case of IP co-branding and cultural linkage, and the mobile phone will be difficult to meet the personalized needs of young people. In other words, rather than changing mobile phones to catch the trend, today's young people pay more attention to the functional value and practical value of mobile phones as tools themselves.
Young people who "don't shoot when they can't shoot" have become more and more "shrewd". Under the wave of paved consumption, young people's consumption concepts are complex and diverse, but economic literacy is also available. Last year, Fidelity International released the 2021 "China Pension Prospect Survey Report" shows that the proportion of monthly savings of the younger generation is rising, the average monthly savings amount is 1624 yuan, the savings rate hit a new high in 3 years; during this year's Spring Festival, some institutions have statistics that among the people who buy gold, the two major groups of "post-95" and "post-00" account for more than half, becoming the main group of online gold shopping, precisely because they value the financial attributes and investment value of gold jewelry. This seems to confirm that young people's concept of wealth is becoming more pragmatic and mature.
Perhaps for young people, the money to change their mobile phones frequently is not as practical as that of savings or investment. Whether it is the daily consumption of life or the future of financial management, young people are slowly breaking free from the stereotype of being more willing to consume and indulge in enjoyment, and they are practicing "thrifty and thrifty family management" with behaviors that meet the characteristics of their generations, and gradually building their own lifestyles.
Of course, if you want to increase sales, mobile phone developers should also break through from innovation, price, hardware and other aspects. After all, young people are no longer so easily impressed.