The high-end strategy of domestic mobile phone brands has been carried out for several years, but it has always been thunder and rain.
In addition to the slogan at the launch, and the banner in PR marketing, what is left for these brands is the inventory problem of product launch for several months, and the price is constantly diving
This scenario also seems to have lasted for many years, so that many consumers have become waitress, and they are now beginning to generally believe: wait and see, maybe the price will be cut off
In fact, on the e-commerce platform, the discount promotion of these brand mobile phones has expanded from traditional festivals such as Double 11 and 618 to every day.
Prices drop from 800, to 1,000, or even 3,000, every day.
The high-end market share of the brands is still thunderous, the highest does not exceed 3%, and the low is 0. That is, Xiaomi, OPPO, vivo, Huawei and honor and other brands combined, this data will not exceed 5%.
Perhaps, we can also be sure that the smart product of mobile phones, after all, is not a bag, not a clothes, nor a cosmetics, in the marketing of the top of the top, pile up materials, research some novel color matching can raise the price
Facts have proved that this is indeed the case, the so-called high-end of the mobile phone industry, if there is no underlying innovation ability, or exclusive technical advantages, there is no road, slogans and the like can only bounce outside the high-end wall
Recently, domestic mobile phone brands have been difficult enough to have a high-end strategy, and they have been nightmared one after another, because the iPhone, which accounts for 85% of the profits of the mobile phone market, has engaged in a series of price cuts
Not long ago, a number of topics about the price reduction of the iPhone 14 rushed to the hot search, and after the price reduction, the starting price was only 7299 yuan, covering almost all Apple authorized stores
According to media reports, some channel dealers have reduced their prices by 800 yuan in one fell swoop, and the price is falling. On an e-commerce platform, 8099 yuan can buy a 256G version of the iPhone 14 Pro.
The effect of the price reduction was immediate. While many consumers complained that they lost a pair of shoes in just one month, many people opened their wallets
Data shows that on e-commerce platforms, searches for iPhones have increased tenfold in a week.
However, the price reduction of 700/800 is only an appetizer, in the past two days, many dealers of the iPhone, began to reduce the price again, and some platforms dropped up to 1600 yuan
For example, the price of the 128GB standard version iPhone 14 Pro Max starting at 8999 yuan has been adjusted to 7399 yuan, a drop of as much as 1600 yuan.
According to media reports, the retail price of some models such as iPhone 14 Pro Max 256G has approached the purchase price, and the phenomenon of zero inversion may appear
While the price of the new iPhone 14 series is reduced, the iPhone 13 is not idle, and the price is also continuing to fall, hitting a record low, with a maximum reduction of 1800 yuan, and on some platforms, only about 4400 can be obtained
After the price cut, consumers were busy chopping their hands, while the high-end machines of domestic brands began to tremble. In the industry, concerns about Apple's high-end strategy of backstabbing domestic mobile phone brands have also begun to appear
With a price of less than five thousand, even if it is an iPhone 13, standing in the high-end flagship camp of a number of domestic brands, it is still quite capable of fighting
Of course, more importantly, today's mobile phone market has a low desire to change, all brands are worried about sales, and Apple's move will undoubtedly further squeeze the market space of domestic brands.
From the price point of view, what Apple wants to eat is the so-called high-end market of about 5,000 yuan that domestic brands are eyeing on, and domestic mobile phones seem to be good at parrying
According to data from Canalys, smartphone shipments in 2022 decreased by 14% year-on-year, with only 284 million units, which is also the worst data in the smartphone market in the past 10 years
So in this case, domestic mobile phone brands have been cutting prices for a long time to clear inventory, do you want to reduce again?
Obviously, it is not possible not to fall, in addition to the severe inventory test, the face of sales also has to be taken care of.
First, the price war of domestic brands is still continuing, and the price of high-end flagships is also inevitable;
Second, from the actual actions of major brands, it can be seen that the wind direction of domestic brands in products has also begun to change, that is, they have begun to push low-end products
The current pressure of domestic mobile phone brands seems to have been written on the face, Apple's successive price reductions, undoubtedly sentenced the "pseudo-high-end" of the mobile phone market to death, and the road of domestic mobile phone brands to soar is bound to be stopped again
Because in addition to the hard demand for market share in terms of running volume, if domestic brands bite the bullet and create high-end, profits will be further swallowed.
Counterpoint report shows that in 2022, the iPhone's profit in the mobile phone market will further grow, accounting for 85% of the global mobile phone market.
At the same time, IDC data also shows that the domestic high-end smartphone market priced at more than $600, iPhone accounts for more than 70%.
This time the price reduction, the iPhone in the domestic market will inevitably further deepen to seize more market space, the high-end strategy of domestic brands is undoubtedly difficult to overcome.
In fact, before Apple did not reduce prices, the so-called high-end strategy of domestic mobile phones was more of a flower shelf.
Although the so-called high-end flagships were released one after another, in terms of specific sales and market share, there was not a splash
According to Xiaomi's financial report data, in the third quarter of last year, the overall average selling price of its smartphones was only 1058.2 yuan. What's even more frightening is that this average selling price is down 3% from the same period last year.
That is to say, today's Xiaomi mobile phones as a whole are still thousands of yuan machine background.
Naturally, OPPO, vivo and honor may not be much better. Data shows that in 2021, in the domestic high-end machine market (5,000 yuan price), Xiaomi's market share is only 2.97%, OPPO and Honor are 0.99%, and vivo is 0
Back to the essence of the problem, the so-called high-end of domestic mobile phones is actually not much consumer reason to pay for them
The reason is that the so-called high-end of today's domestic machines is an endless pile of materials, and then set a high price.
And the pile of this kind of work, almost all brands can do it, and because of such a low threshold, the brand can not be differentiated
More importantly, in addition to the stacking of materials, in order to rush sales, domestic brands have taken the sea tactics as an important way of operation, that is, a mobile phone with similar configurations, the main brand is released once, and various sub-brands are released once for different models and appearances
After ten days and a half months, change the appearance, study a new color, and release it again.
Perhaps consumers still eat this set at the beginning, but after a long time, they will find that this is a typical behavior of cutting leeks, and it is difficult to have the urge to change the machine
And more importantly, from the early days of the development of smart phones, our brands are also integrating upstream resources and assembling mobile phones, at that time, the so-called flagship machine is more than two thousand, and now it is still integrating upstream resources, but the mobile phone has been sold to five or six thousand, which is really incomprehensible
But what is even more difficult to understand is that this price of five or six thousand may only be in a month or two after the press conference, and the rest is a succession of dives, who has received this?
So countless consumers have become waiting for the party, waiting and waiting, waiting for the price reduction of the iPhone, which is quite dramatic.
But from another point of view, Apple monopolizes so much profit in the mobile phone market, which is not a good thing, first, Apple relies on the brand position, squeeze toothpaste innovation is not generous;
Second, more importantly, when the Apple family absorbs a large amount of profits from an industry, it will inevitably inhibit the innovation of the industry, which is not a good thing for Apple and the industry.
In short, the so-called high-end of domestic brands seems to be the right time to change their thinking, shout slogans, not only saliva, the key also costs money, these money are used to do innovation, and when one day they can really stand up, it is not too late to stand ...
That is, the money is still spent, but it is still a handful of soft bones, and that is quite a loss