Recently, Xiaomi, Huawei, and Apple have successively launched the "official battery replacement" activity, Xiaomi 49 yuan, Huawei 99 yuan, Apple 214 yuan for their own users to provide a battery replacement service. For users, it is the so-called gratitude feedback, but for the mobile phone brands, this is a war without smoke...
01 Young people don't like to change their mobile phones anymore
In the past from 2014 to 2018, mobile phone technology developed rapidly, and the performance appearance was updated and iterated quickly, constantly stimulating the user's desire to buy, and the replacement frequency was about 1 year.
But since 2018, the user's replacement cycle has been extended to 28 months to 30 months... This year, China's mobile phone shipments even plummeted by 30% in February. The main reasons are exactly:
"The function is small and tinkered, the appearance is much the same, and after reading it, there is no desire to buy."
"Lack of innovation, mobile phones are selling more and more expensive"
The author's previous 97-year colleague mobile phone used for 2 or 3 years, the mobile phone memory is not enough, but he only wants to go to a third-party repair shop to expand the memory and does not want to change the phone, the reason is that the mobile phone is still running very smoothly, there is no need to replace the new one.
Then there are the new products launched by various mobile phone brands, most of which are only a small step update of performance parameters, and the same specifications are also a lot more expensive... The cost performance of the new mobile phone is too low, and it is obvious that the replacement is no longer the user's just need.
02 Replacement anxiety recedes Power anxiety has another business opportunity
Everyone should have encountered this situation: obviously the mobile phone is still "very capable of playing", but the battery is often the first to "retire".
The problem is that we usually play mobile phones for a long time, play games, and brush videos when charging, resulting in a sharp decline in battery life. There is also the so-called "high-power fast charge", although the charging speed is indeed getting faster and faster, but under the high load charging, the life of the mobile phone battery is getting shorter and shorter.
Compared with the replacement of the machine, for many users, changing the battery is equivalent to changing a new mobile phone. Instead of letting users go to a third-party repair shop to replace the battery, it is better for the mobile phone manufacturers to earn this money themselves.
And the low-cost battery replacement activity, but also brushed a large wave of good feelings... If I buy a Huawei or Xiaomi flagship function that can be used for 4 years, the brand in the third year will give me a new battery, which is equivalent to using a new mobile phone for 4 years, which is very conducive to improving user viscosity. The next time I change my phone, I will still choose a brand that I have used and have after-sales service in place.
There is also a mobile phone manufacturer launched, followed by several others, but fortunately, the benefit is our consumers... Do you have a battery swap in front of the screen? Welcome to share in the message area.
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