Zhi DongXi (public number: zhidxcom)
Author | Yunpeng
Edit | Heart edge
This 618, do you have a sense of participation?
Perhaps many people give the answer in the negative.
Many friends around me chatted that the strength of this 618 is obviously not as good as in previous years, which is a big reason why they did not "chop their hands". More people just choose to buy some necessities, such as "YYDS roll paper".
"With a check of the price comparison software, I know that the strength of this time is not as good as last year's double 11, and there are fewer goods participating in the promotion, and I feel that the merchants are 'collecting' it." A friend who has long been concerned about DIY PC hardware told me.
However, unlike everyone's "bland" feeling, the enthusiasm of major e-commerce platforms and various mobile phone manufacturers to "show" war reports is still high, and the year-on-year growth figures of frequently breaking 100 in various war reports are paved with social media and circle of friends.
Tonight, the largest e-commerce promotion festival in the first half of the year, 618, is about to enter the "final sprint" stage, and the new round of war reports of manufacturers is bound to be overwhelming.
Why is there such a contrast between the war report and our feelings? This 618, mobile phone vendors really "returned a mouthful of blood", or "punched the swollen face and filled the fat"?
When I fixed my eyes on these war reports, many slightly "strange" projects jumped into view: the number of users who bought machines for new ones increased by 380%, the sales of mobile phone broken screen insurance increased by 300%, and the post-95 users who bought mobile phone products while watching live broadcasts increased by more than 40%...
Part of the Jingdong mobile phone 618 war report project
Guys, the "brain holes" of merchants may be more surprising than the growth of numbers.
Putting aside the strange projects and opening up the war reports of various mobile phone manufacturers, we can also see a lot of "catty", such as the actual growth of sales and turnover, many people choose to "avoid talking". This 618 seems to be far less lively than it seems on the surface. On the contrary, even after 618, the harsh winter that runs through the entire smartphone industry may still be cold.
First, Huami OV is tired, can the glory of a "single seedling" be firm?
Every time there is a big promotion season, most people are almost "immune" to the overwhelming war reports of manufacturers, after all, there is a good saying, "As long as the definite words are added enough, we will always be champions!" ”
Therefore, it seems that it is not difficult for manufacturers to come up with a few "firsts" and several "champions".
Opening the war reports of the 618 mobile phone manufacturers this time, there are many "slot points", and many "fixed words" are also worth tasting.
1, Xiaomi: omni-platform and omni-channel are not the same thing? Explosive products sold first and sold waist cuts
According to xiaomi's official war report, starting from 8 p.m. on May 31, the omni-channel payment amount exceeded 500 million yuan in 3 minutes and 40 seconds, compared with last year's all-platform 3 minutes and 50 seconds payment amount exceeded 500 million, it seems to be faster.
However, it should be noted that this year is "omni-channel", while last year it was "omni-platform".
Generally speaking, the whole platform mainly refers to the online e-commerce platform, according to the small characters below the Xiaomi 2021 war report, the whole platform includes JD.com, Tmall and Suning Tesco.
In the small print below this year's war report, we can find that the scope of omni-channel includes Xiaomi Mall, Xiaomi Home, Xiaomi Youpin, major authorized e-commerce companies and authorized retailers. Authorized e-commerce includes platforms such as JD.com, Tmall and Suning Tesco.
It can be said that the scope of the calculation of the amount paid in this year's war report is obviously much larger.
With the continuous expansion of Xiaomi's offline channels, the offline market has also become an important battlefield for Xiaomi, so it is reasonable to include its achievements in the war report. This also shows from the side that the importance of Xiaomi's offline business is increasing.
So how does the Xiaomi Mi 618 really perform this year? If you look at the sales data alone, there is one thing worth noting.
Xiaomi for the first sale of the big promotion line explosive volume model, has been a relatively common operation, this year 618, Redmi Note11T Pro series first sold 1 hour, sales exceeded 270,000 units.
On June 1, 618 last year, the Redmi Note10 series was sold for the first hour, and sales exceeded 500,000 units. In contrast, the sales volume of the two first sales is nearly doubled.
In April this year, according to data from market research institute CINNO, Xiaomi's domestic market sales were 2.7 million units, compared with 3.9 million units in April last year. Although the overall decline in sales has become the "new normal" of the mobile phone industry, it is indeed a fact that the first sales performance of the Xiaomi 618 new machine is not as good as in previous years.
2, OPPO: "record-breaking" speed slowed down, folding screen into a new increment
OPPO side, "Dingyu" does not seem to play more doorways, according to the official war report, 618 open red 1 hour sales, has exceeded last year's full day.
However, it is hard to say that there is a "gap" with last year, last year's 618 opening, OPPO sales exceeded the previous year's full day, taking only 30 minutes.
To be stricter, OPPO's "record-breaking" speed needs to be accelerated. After all, this year OPPO still has the return of OnePlus, and one plus's sales should also become a new increment for OPPO.
In OPPO's war report, there is also a point worth noting, that is, this year OPPO did not mention the year-on-year growth of the overall sales of mobile phones, and in the 618 war report in 2021, OPPO specifically mentioned that mobile phone sales exceeded last year's full day for 30 minutes, and the year-on-year increase reached 370%.
Looking at this year's war report, OPPO mainly listed the top 2 models sold in several price segments, as well as the outstanding performance of some AIoT new products.
However, it is worth mentioning that OPPO's folding screen mobile phone OPPO Find N has indeed become a "fragrant food" in the folding screen mobile phone category, and has broken through in a number of domestic folding screen mobile phones.
Remember at the OPPO Find N conference, OPPO Chief Product Officer Liu Zuohu specifically mentioned that he believes that OPPO Find N, which now seems to be a "special" size, will definitely become mainstream in the future.
Now when I see the war report, I can't help but sigh, "Boss Zhang" honestly does not deceive me!
3, realme: why is it "low-key" this year?
After talking about OPPO, it is inevitable to mention his "same disciple", realme. Not long ago, realme just changed the brand name to real me, putting the Chinese name in front, which can also be seen that they attach importance to the domestic market.
However, in this 618 war report season, Realme's performance this time is slightly "low-key". In the first war report of this year's 618 opening red on May 31, Realme only mentioned that the omni-channel sales of the True Self GT series exceeded 100 million in 1 second, and did not post other more specific sales data.
If you calculate according to the minimum price of 2099 yuan per GT series, 100 million yuan is about equal to 47,000 mobile phones. You know, on the day of the opening of 618 last year, realme announced 300,000 online sales.
In a subsequent war report, realme only showed a TWS headset chip and a new tablet sales ranking, and the ranking of the price segment was also strictly restricted, such as headphones limited to the 200-299 yuan price range, while the tablet was limited to the 1000-2000 yuan price range.
In contrast, on last year's 618 first sales day, realme successively released a number of war reports, such as 10 seconds sales exceeded last year's full day, Jingdong mobile phone brand sales TOP3, Tmall Android mobile phone brand sales TOP3, true Q3 Jingdong Android mobile phone sales champion and so on.
It can be said that this year's realme is indeed "low-key" a lot.
A Jingdong insider told Zhi Dong that realme feels "relatively poor" this year, and some of the 618 promotions that have been actively participated in in previous years have not signed up this year. The current general direction of realme is "to protect gross profits", so the big promotion season is also a bit "dry".
Not long ago, Xu Qi, vice president of realme and president of China, mentioned in an interview with the media that in the face of the harsh winter of the mobile phone market, they have lowered their sales expectations, ranging from 10% to 20%.
It seems that the "tightening" of realme has already appeared in 618.
4, vivo: an increase of 400% year-on-year "than a lonely", the little brother iQOO is still a sales handle
Speaking of low-key, Vivo is also the top ranking among domestic manufacturers, such as the first sales day of 618 last year, June 1, Vivo almost did not publish any war reports in the official channels, on the contrary, Vivo sub-brand iQOO released a lot of war reports in last year 618.
This year's 618, in the mobile phone sales report released by Jingdong, we can see that from 8 p.m. to 24 p.m. on May 31, the sales of vivo brand mobile phones increased by nearly 400% year-on-year.
At first glance, this number is quite eye-catching, but if you think about it, last year's opening of 618 was 0:00 on June 1, not 8:00 on May 31.
That is to say, this year's 618 opening red these 4 hours of record, "than a lonely", year-on-year numbers are good to look at is also reasonable.
I don't know if vivo did not forward the war report released by JD.com, whether it also took this reason into account.
As an important sub-brand of vivo, iQOO this year in the 618 period of the voice is significantly greater than vivo, according to the official report, iQOO won the Jingdong Android mobile phone sales and sales TOP3, Tmall Android mobile phone sales TOP3, while iQOO 9 won the Tmall / Suning 3K-4K price segment mobile phone sales and sales champion.
Compared with last year's record, iQOO's performance is still relatively stable, and this year's "definite language" has a decreasing trend, it can be said that during the promotion period, iQOO is undoubtedly the main brand of vivo's mobile phone shipments.
5, Huawei is still not easy, folding screen into the only highlight
Looking through major official channels, during this 618 period, Huawei did not release mobile phone-related war reports, and the reasons for this are also well known.
Just one point: 324 days have passed since the release of the Huawei P50 series on July 29, 2021. Huawei has not launched a new product for the flagship mobile phone of the P series or the Mate series for nearly a year.
On July 29, 2021, the Huawei P50 series was released
Judging from the official war report of Jingdong, the only thing involving Huawei is the sales of folding screen mobile phones that increased by 200% year-on-year. On April 28 this year, Huawei Mate Xs 2 was officially released, and it also became Huawei's first horizontal folding folding screen mobile phone below 10,000 yuan.
Huawei Mate Xs 2
Folding screen mobile phones seem to have become Huawei's last stubbornness.
However, according to the latest news, Huawei Mate50 will be released in the second half of this year.
6. Can the rise of glory survive the whole "winter"?
If it is said that among domestic mobile phone manufacturers, whose war report is "excellent", then glory will inevitably become the best candidate.
According to the official war report of Glory, on the day of the opening of the door at 8:618 on May 31, the 4-minute turnover of the Glory mobile phone exceeded the opening red all day of last year, and the sales increased by more than 700% year-on-year.
On May 31, four hours after the opening, Honor won the Tmall mobile phone Android sales champion, the Tmall folding screen mobile phone single product sales champion, and the Jingdong Tmall platform 2.5K-3K price segment single product sales champion.
From the domestic April mobile phone market data released by CINNO recently, we can also see that in a wailing domestic mobile phone market, Honor is the only TOP5 mobile phone brand that still maintains positive sales growth, and the year-on-year increase is more than 127%.
Of course, Glory has just become independent at the end of 2020, and the first few months of 2021 are still in the recovery period, so the more eye-catching year-on-year figures should be said to be reasonable, and whether this growth trend can be maintained is the focus of Glory's follow-up.
In media interviews after many press conferences, Honor CEO Zhao Mingdu made it clear that Glory has now begun its own layout for the global market, and the supply chain has been completely straightened out, the pace of product research and development is also accelerating, and the overall brand benchmarking object is also very clear, that is, Apple.
Honor CEO Zhao Ming
If Glory can stabilize the current growth momentum, it is not difficult to win the top spot in domestic mobile phone brand sales in 2022, and in this mobile phone winter, whether Glory can get more new global market incremental cakes from Apple and more domestic mobile phone manufacturers after filling the previous "gap" is the real test for them.
Second, Jingdong played "wrong peak 618" to achieve "beautiful war report", and the mobile phone market actually declined year-on-year
After counting the 618 war reports of various mobile phone manufacturers, it can be said that there are many slots and highlights, and now we may wish to open the perspective and observe the overall performance of the mobile phone industry from Jingdong's mobile phone 618 war report.
According to the sales data of the online mobile phone market platform in 2020, JD.com accounts for about 60% of online mobile phone sales, so it is of reference significance to see the mobile phone industry from the Jingdong war report.
After reading the 618 war report of Jingdong mobile phone as a whole, I just want to say that the biggest slot point is undoubtedly "time".
JD.com has apparently become a "friend of time."
This year's 618 promotion, the start time is May 31 at 8 pm, and like last year's double 11, JD.com and Tmall are still playing the pre-sale rhythm of "paying the deposit first, then paying the final payment".
However, last year's 618 promotion started at 0:00 on June 1, and Jingdong did not do pre-sales. In this way, the time is just forked.
This year's opening red 4 hours are calculated from 8 pm on May 31, while last year it was calculated from 0 pm on June 1. In this way, the year-on-year growth figure is naturally good.
Although the time has been staggered, but the excellent war report is still "not easy to find", and because of this, Jingdong's war report has appeared in many lists that make people feel "strange".
For example, the "old for new purchase" users increased by 380% year-on-year, the sales of mobile phone broken screen insurance increased by 300% year-on-year, the post-95 users who bought mobile phone products while watching live broadcasts increased by more than 40% year-on-year, and Jingdong even counted that Jingdong Home provided users with free services such as filming, data migration, and mobile phone cleaning more than 30,000 times.
The increase in old-for-new users also shows that consumers' direct expenditure on mobile phone products is decreasing, and more and more people choose to use old products to offset part of the cost. The growth of mobile phone broken screen insurance sales is actually inseparable from the increasingly expensive cost of smartphone screen maintenance.
The cost of repairing a screen on a folding screen mobile phone even exceeds the price of a mid-range Android smartphone. The growth of broken screen insurance sales may also be closely related to the popularity of folding screen mobile phones.
The increase in post-95 users who buy mobile phones live is undoubtedly a true confirmation of the increasing popularity of the form of "e-commerce with goods" today.
Although these "strange" lists can also illustrate some potential changes in the smartphone industry, this cannot alleviate the "embarrassment" of lack of hard-core information such as sales and sales in the list.
The relevant person in charge of Jingdong mentioned above told Zhi Dong that in fact, they are also "short generals", which is a helpless move. "People who do war reports must find bright data, and to be honest, it is quite difficult for them."
The insider said that in fact, on the first day of the opening of 618, the overall performance of Jingdong's mobile phone business may not be ideal, and the year-on-year growth should be negative. However, he did not mention the specific time period and the specific amount of growth.
That is to say, the real 618 performance of the online mobile phone market represented by JD.com is not as hot as shown in the war reports of various mobile phone manufacturers.
However, it should be noted that since the 618 promotion is not over, it is still too early to draw conclusions for the overall performance of the mobile phone business during the entire 618 period, and there are still certain variables in the future.
Third, from the war report to see the trend: folding screen mobile phones, AIoT has become a new increase
Looking through the 618 war reports of mobile phone manufacturers and e-commerce platforms, in addition to complaining, we can also find some potential changes in the mobile phone industry.
For example, the rapid rise of Android folding screen mobile phones. During the 618 opening period, in the TOP5 models of JD.com's mobile phone sales ranking of more than 6,000 yuan, OPPO Find N and Honor Magic V ranked fourth and fifth respectively, second only to Huawei P50 Pro.
Excerpts from the Jingdong 618 war report
In the overall best-selling single product ranking of Jingdong folding screen mobile phones, four of the top five models are domestic Android phones, and only the Samsung Galaxy Z Flip3 took the fourth place. OPPO Find N, Honor Magic V, Huawei Mate Xs and vivo X Fold have indeed gained market recognition.
All mobile phone manufacturers almost mentioned the sales performance of their folding screen mobile phones in the war report.
Folding screen mobile phones do rely on the advantages of product form and experience, and have become another choice for consumers in the high-end smartphone market in addition to Apple's iPhone.
And we can see that although OPPO, Honor, and Vivo are all new players in the field of folding screens, in terms of sales, they have initially gained consumer recognition in the domestic folding screen mobile phone market.
Such a development trend is undoubtedly a good thing for domestic mobile phone manufacturers.
In addition to the rise of Android folding screen mobile phones, from the war reports of various families, we can also clearly feel that various ecological products have begun to play an increasingly important role, such as headphones, watches, tablets.
618 war reports of bracelets, watches, headphones, and tablet products of various manufacturers
At present, Huawei, Xiaomi, OPPO, vivo, realme, Honor and several major mainstream mobile phone manufacturers have almost completed the comprehensive layout of headphones, watches, tablets and even laptops.
In the war reports of Xiaomi, OPPO and other manufacturers, we can also clearly see that many sales of headphones, tablets and watches have been mentioned separately, and as key achievements have been written in the conspicuous position of the war report.
There is a saying in the industry that "the ultimate destination of technology companies is ecological companies", which is being confirmed by the actual actions of more and more technology giants.
Conclusion: 618 difficult to save mobile phones in the harsh winter
Behind the various "strange" war reports, we can see more of the helplessness of manufacturers. On the one hand, they have to give the market confidence, but on the other hand, the weakness of real sales is really heart-wrenching.
Sun Yanbiao, president of the First Mobile Phone Research Institute, believes that from the perspective of the cutting orders of mobile phone SoC manufacturers, the situation of the mobile phone market will not be greatly improved this year. Even the possibility of global mobile phone shipments falling to 900 million units this year exists.
It can be said that the entire mobile phone industry may be experiencing the "coldest winter in history", and "winter" will become a long-term theme at present.
This 618, the mobile phone industry does not seem to have imagined "sharp recovery", in the second half of the year, under the release of Apple, Xiaomi, Huawei a number of blockbuster flagships, with the domestic epidemic all effectively controlled, whether the domestic mobile phone market can get out of the trough as soon as possible, will become the focus of attention in the next industry.
Funny to say, Apple never sends a war report, but the last laugh is always it.