Lao Luo has a divine prophecy, he said, "It is better to sell mobile phones than to sell mobile phone cases to make money."
If he wasn't just talking, he was in transition to selling phone cases. Now the money from selling the shell is enough to buy several hammers.
Human joys and sorrows are not the same, as are mobile phones and accessories.
When "why young people don't love to change mobile phones" appeared on Weibo hot search.
Mobile phone case manufacturers have no time to sigh, they are busy in the snowflakes of the order, which cares about the next door selling mobile phones, is it swimming naked?
Today, the old fox will have a good chat with everyone about the business of mobile phone cases.
Mobile phones and phone cases "Than Beauty"
Can you imagine that the phone and the phone case got into a fight, and surprisingly, the phone case won.
Canalys Global Report shows that in the first quarter of 2022, global smartphone shipments fell by 11% year-on-year. From January to February this year, mobile phone shipments in the domestic market fell by 22.6% year-on-year.
Data released by market research firm Counterpoint Research also shows that the user replacement cycle in China has been extended from the previous 18 months to 28 months, an additional year.
The continuous shipment of Waterloo has upset mobile phone manufacturers, prompting them to rush to pile up new ones in April.
Struggling is not as effective as lying flat.
Open the list of Jingdong's self-operated mobile phones, in addition to Apple continues to dominate the top of the list, many models in the forefront are actually not in the same quarter of the Redmi K40 old model hot sales.
The so-called mobile phone push new, 80% is pushed a lonely.
Along with the sales figures, there are also selling prices.
In 2021, the average selling price of smart phones will increase by 10% year-on-year, and in the face of such a rhythm of "price increase without increasing the amount", old users are only left with a sentence of "self-seeking blessings".
Most consumers can't help but complain, the new version of the upgrade function chicken ribs, parameters fine-tuning to change the soup does not change the medicine, just change the appearance of the price increase, it is better to buy more mobile phone cases?
This is not actually a joke.
It is understood that because of the market downturn, mobile phone manufacturers began a frenzy of cutting orders, Apple slashed product line orders, the iPhone SE 3 and iPhone 13 series models that have just been listed for less than three weeks have been reduced by about 2 million.
On the other hand, NPD Group data shows that 75% of smartphone users are using phone cases.
Based on 1.4 billion smartphone shipments in 2021, about 1 billion users are currently using mobile phone cases.
Publicly available data also shows that more than 10 million users buy 12 or more phone cases each year.
NPD Research surveys users using phone case data
People don't buy mobile phones, but they buy mobile phone cases, and this reversal is actually very real.
After all, replacing a phone with a phone case is like changing a phone, and it can also be applied in different scenarios.
For example, different chassis with different styles of wear can look beautiful. In different seasons, you can also use various types of mobile phone cases to inject freshness into life.
New Year to change the red shell, spring to buy a small flower shell, winter cold to choose corduroy material, summer to change the glass material, cute wind, solid color liquid silicone can be controlled, mobile phone is not often changed, the mood is changeable, both save costs, but also release themselves.
At the moment of advocating personalization, people no longer seem to change their mobile phone cases for the simple purpose of protecting mobile phones.
Rather, just like the QQ signature in the past, what can be expressed through it is the recent mood, a sense of ceremony to live in the present, and the steaming attitude to life.
Anyway, the old fox a mobile phone, the average to change at least three shells, what about you?
Mobile phone case becomes "the third accessory"
The mobile phone case carries people's emotions and habits, and unlocks the traffic password in a more grounded posture.
As a result, more and more netizens canceled the mobile phone gift in their husband's shopping cart at the time of Double Eleven, and replaced it with a cool or fashionable mobile phone case.
Some of them have hard-core looks, such as Jiemet, a listed company with Huawei's own brand accessories certification authorization and known as the "first stock of the chassis" in China. His mobile phone case is equipped with car collision avoidance technology, not afraid of falling or water, helping you achieve "crash freedom".
Also engaged in the technical route, there is the brand PITAKA, which uses aramid fiber materials for aviation rockets and military products to make a casing, light and not afraid of high temperatures, I don't know if I can go to heaven?
Jiemet's own brand "Decisive Color" takes the anti-drop of mobile phone cases as a selling point
In addition to the hardcore technical style, the low-key and durable mobile phone case is also the favorite of the public.
Take the Swedish mobile phone shell brand Holdit as an example, don't look at its low-key and elegant appearance, approach it and find that it has a belly hidden function.
The material is made of special silicone, which can be easily erased even if the oily stroke is on it. With this case, wireless charging does not need to be taken off, directly with the shell, charging is live.
Video screenshots
Of course, no matter what kind of mobile phone case, it is indispensable to be associated with personalized fashion.
Tmall's popular mobile phone case brand CASETiFY is to sell mobile phone cases as fashion items.
What's more, when it comes to fashion tracks, lv, Chanel, Dior, Gucci are indispensable luxury figures, and their cases can be used as entry-level luxury items.
If you think it's too painful to buy an LV bag, it doesn't matter, you can start with the LV phone case.
Gucci phone case
When you start to buy a mobile phone case, it is like opening Pandora's box, what kitchen knife mobile phone case, twist braid mobile phone case, old dry mother mobile phone case, your unexpected combination of the case, together staged "organic and versatile".
B Station, "Do You Dare to Believe This Is a Mobile Phone Case" surprised a large number of netizens, and everyone knelt down to pull the grass for links, showing the massive market for creative mobile phone cases.
When mobile phone cases become fashionable "just needed", there are also more and more people entering the market, showing curiosity about mobile phone case users.
According to Tmall Xiao'er quietly revealed, the mobile phone shell user stickiness is very high.
User profiles are female consumers between the ages of 25 and 35 who have a certain degree of financial means. On the Tmall platform, female consumers account for more than 50% of mobile phone cases, supporting most of the sky.
For them, the phone case is like a necklace and lipstick, it is the "third accessory", which can be matched with clothes and bags to decorate the mood together.
The mobile phone case with personalized fashion label captures the hearts of women while trying to avoid the embarrassment of "hitting the shell".
Because consumer preferences and fashion trends are difficult to grasp, and the hot elements are facing the risk of inventory overstock and obsolescence, which has prompted some merchants to find another way and launch customized mobile phone cases.
At present, most online stores have chosen to take this customized route, handing over the design rights to consumers.
Simply provide images from consumers and process them by sellers to avoid overstocking caused by inappropriate styles, while also saving high design costs.
Such a directional fixed-point light operation model makes the mobile phone case image "which to play", which can be said to have many advantages.
A "shell" unlocks new gameplay
With personalized gameplay to stimulate users' love for mobile phone cases, more and more manufacturers and brands are trying to target this delicious "cake".
Everyone has different points of strength, but in the end, they have the same destination, combining the material, style and style of the chassis with the trend culture.
For example, the Swedish mobile phone case brand Holdit, focusing on "layer technology, commonly used Changxin", "4 meters anti-fall", "Bayer silicone, cloud glutinous touch" and other material technology selling points;
Trend brand PITAKA launched new composite materials such as aramid fiber and carbon fiber;
Brands such as Greenlink and Momic also focus on functional and high-quality materials, gaining user reputation.
In addition to spending effort on the material, playing cross-border "borrowing power" with the surrounding tide is also a common way to play.
For example, CASETiFY has engaged in IP co-branding, and cooperated with Disney, the Louvre, and Pokémon to launch a co-branded mobile phone case.
CASETiFY X Louvre co-branded phone case
In addition, some manufacturers choose to move closer to e-commerce live broadcasting.
According to the head of Shenzhen Huaqiang North Youjia brand e-commerce, their brand chose to cooperate with Taobao Live Li Jiaqi, selling more than 40,000 orders at a time, and in the Douyin Luo Yonghao live broadcast room, it was also cleared 20,000 inventory overnight.
On the one hand, the shell brand is brave, on the other hand, the major mobile phone manufacturers and e-commerce platforms see the sweetness and choose to gradually move closer to the road of mobile phone case distribution.
Taking the mobile phone manufacturer as an example, on March 16, Meizu officially announced that the iPhone 13 Pro / Pro Max "blackened unicorn" mobile phone case is on sale in limited quantities, priced at 129 yuan.
There is also a liquid silicone mobile phone case released by Apple, which costs 329 yuan.
In May last year, the Huawei P30 Pro Limited Edition Set opened pre-sale on the Huawei Mall, which added a gift box and Star Diamond phone case, but it was 400 yuan higher than only selling ordinary mobile phones.
iPhone 13 Pro/Pro Max "Blackened Unicorn" phone case
Looking at the e-commerce platform, Taobao consumer user data shows that more than half of the users who buy mobile phone cases are old users, and active buyers have bought nearly 50 mobile phone cases per capita, and the repurchase rate has reached more than 200%.
In 2021, Taobao mobile phone case sales increased by 242% year-on-year.
Therefore, e-commerce platforms such as Tmall have specially launched personalized customization services for mobile phone cases, and major investment institutions have strong bets on the chassis.
Since the second half of last year, the financing trend of mobile phone shell brands has increased significantly.
In June 2021, FASHION TECHNOLOGY ACCESSORIES BRAND CASETiFY received tens of millions of dollars in C capital A round financing; in December 2021, "Play Shell Factory" obtained tens of millions of yuan of A round financing from Xiaomi and Shunwei Capital.
Driven by a series of entrants, the bulk stockpiling of mobile phone cases has become a new way for people to catch up with the trend.
In order to cater to the public's new consumption concept of mobile phone cases, major shell companies have begun to study new consumption models in an attempt to cater to the consumer aesthetics of Generation Z.
Han Bing, CEO of Play Shell Factory Company, led the team to develop a DIY mobile phone case intelligent manufacturing machine, people can directly customize the mobile phone case on the machine, instant production, instant purchase and take, special personality is also particularly convenient.
Play Shell Factory DIY Mobile Phone Shell Intelligent Machine
Liu Linli, the director of the Holdit brand, has studied a number of new consumer brands, from the minimalism inside and outside the underwear brand, the visual experience inside and outside the health care brand, and then to the new marketing that the food brand is looking forward to, all of which can be used for mobile phone cases.
Flipping through social platforms such as Little Red Book and Instagram, posting your own phone case, or researching hot posts about the same phone case of celebrities, has become everywhere.
From Yang Chaoyue, Zhao Lusi, Bailu, to the Korean idol group BLACKPINK, these idols who are deeply imitated by young girls have become the reference template for fans to buy products.
After all, it takes money to buy the same outfit of a celebrity, but it is easy to buy a simple and practical mobile phone case with a low price.
When thousands of mobile phone cases become daily tools for users to highlight their personality, people can not only see their own unique images and aesthetic tastes in the mobile phone cases, but also express emotions, personalities and attitudes while strengthening the social-emotional connection with others.
The phone case, which is endowed with emotional value and social attributes, is like the first cup of milk tea in the fall.
We hold it in our hands, in fact, we are also feeling and pursuing, those who can bring us happiness and a good life are indeed lucky.
Resources:
Tech Planet: Mobile phone cases make more money than mobile phones: young people's "second face" supports hundreds of billions of business
Beijing Daily: Aesthetic significance surpasses practical value "shell change" has become an attitude of life
Ws Tech Eye: The phone case robbed the phone business
Leopard change: 500 yuan to buy a mobile phone case, why are young people so on top?
The original dream of programming: small case, big business
Edit: A tincture of blue