【Mobile China】There are two large-scale online shopping carnivals in China: 618 in the middle of the year and Double 11 at the end of the year, which are the two most discounted time nodes in the first half of the year and the second half of the year, respectively. At the end of May, the annual 618-year promotion has officially begun.
Compared with previous years, this year's 618 scale will be the largest. Taking Taobao Tmall as an example, the scale of merchants and products participating in Tmall 618 this year reached a new high, with 60 million products expected to participate in the discount, and 1.45 million merchants participated. In this regard, the official also emphasized: "This year's Taobao Tmall 618 is the largest investment in history, and it is also expected to be the largest consumer welfare 618 in history." Not to be outdone, JD.com is bound to hold a "618 with the largest investment in the entire industry."
Mobile China believes that this kind of large-scale shopping carnival is not only a test of financial resources for consumers, but also a big test of mental strength, and various shopping allowances, deposits, and discounts are dazzling. So, what are the gameplay and strategies worth paying attention to on major platforms this year?
For the "chopping party", facing a mid-year promotion like 618 will really be very heartwarming. In many categories, electronic products have become the focus of consumers, especially mobile phones, TVs, etc. 618, which can be said to be the last hope of electronic product manufacturers in the first half of the year, is counting on seizing the opportunity of the mid-year promotion and rushing a wave of sales. More and more "volume" manufacturers, what kind of battle situation and outcome will be presented during 618?
In response to the 618 mid-year promotion, Mobile China specially launched the "Re-war 618" topic, we will focus on e-commerce and mobile phone industry observation, and the topic to be discussed in this article is "the trends of major mobile phone manufacturers in this 618".
Although the continuous decline in shipments in the global mobile phone market is not a good thing for major manufacturers, it is not the case for consumers. The industry is sluggish, and manufacturers naturally have to find ways to attract more customers. Among them, the most effective means is nothing more than a simple and crude price reduction promotion. In today's 618, the competition between major manufacturers is also increasingly fierce.
These manufacturers killed the red eye
During the 618 period, there are not many manufacturers who are riveted. Among them, Honor, Xiaomi, OPPO and vivo are the most noteworthy.
First of all, the main thing in terms of glory is a "guarantee" word! At present, Honor Mall has opened the 618 full price protection activity, and the minimum number of guaranteed service products has also reached 7%. At the same time, Honor Mall also supports Alipay 24 installment interest-free and UnionPay installment 2,000 yuan minus 100 yuan discount. In terms of products, Honor's top flagship Magic5 series has a maximum discount of 500 yuan, and the Honor 80 GT is up to 800 yuan off, which can be said to be quite powerful in terms of preferential range. And, while offering this series of offers, Honor also brought the latest 90 series flagship model at the end of May. With a high image strength of 200 million pixels, it has shown strong competitiveness in the mid-to-high-end market.
Xiaomi is not idle, and the 618 in previous years is a key period for its online model sales. And this year, Xiaomi is naturally ambitious. According to official information, Xiaomi Mall will yield 1.6 billion profits! In the products of Xiaomi and its subordinate brand Redmi, there are also many worthy of attention. For example, the price reduction for the first time in half a year has been launched, the 13 series with a maximum price of 400 yuan, the old flagship 12S Pro with a price reduction of 900 yuan, the whole series continues to reduce the price by 500 yuan, and the K60 series with 16GB storage and 1TB storage version are added. In addition to mobile phone products, Xiaomi's rich smart home products will also participate in the price reduction, and the highest price reduction has reached 3,000 yuan!
In 2023, OPPO series manufacturers have also brought many cost-effective models. Therefore, their price cuts this year are also quite sincere. It is reported that OPPO has also opened the whole price protection, providing subsidies of up to 2,000 yuan, and some flagship mobile phone models have even reduced their prices by 1,000 yuan. At present, OPPO's Find X6 Pro and Find N2 Flip are priced at 5999 yuan, and new machines such as K11x and Reno10 series also provide certain discounts. Among them, the Reno10 series is quite noteworthy, which is a ten-year milestone of the series, and the appearance configuration is fully upgraded.
OPPO has come up with such a powerful discount, and vivo will naturally not lag behind. According to official information, vivo's products are discounted up to 1,000 yuan, and some models provide 24 periods of interest-free. Vivo's flagship X90 series is also limited to a maximum price reduction of 500 yuan, and the starting price has come to 3799 yuan. At the same time, the price reduction of vivo Pad 2 has further reached a maximum of 700 yuan. With this, its starting price officially fell below the 2,000 yuan mark. In Android tablets, vivo Pad2 used to rely mainly on excellent texture to win users. Today, price-performance ratio will also become one of its advantages.
The demeanor of the king is as stable as Mount Tai
However, even if most of the major manufacturers in the market have a posture of "rolling up their sleeves and preparing for battle", there are still some manufacturers based on their own high style, still a stable and relaxed appearance. For example, Apple and Huawei, two of the most special companies.
Apple is the company that changed the entire mobile phone industry, and in this alone, it has enough capital to stand out from other peers. Especially in terms of marketing, Apple has always appeared to be a "maverick". During this year's 618 promotion, Apple's official action did not have much. At present, Apple's official website has not yet opened promotions, and major products have not reduced prices. Compared with other manufacturers that move faster, Apple seems to be at ease.
However, the major e-commerce platforms obviously will not let go of this "cash cow" easily. At present, as the largest electronic product shopping platform in China, JD.com has prepared a large number of Apple product discounts. Under the strong subsidy of Jingdong's own operation, the price of Apple's iPhone 14 Pro has come to the 6000 yuan range, and you can buy the 128GB version of the iPhone 14 Pro for only 6499 yuan, which is the lowest price in all officially authorized genuine channels. At the same time, in addition to smartphones, Apple's Apple Watch also has a discount of 500 yuan, and the iPad can start at a price reduction of up to 700 yuan. In addition, JD.com has also launched Apple's self-operated hourly purchase, and consumers can get a new machine in as soon as 1 hour when they buy an iPhone in Apple's self-operated flagship store of Jingdong.
Similar to Apple, so is Huawei. Even before the development of the Harmony OS system, Huawei was the most special one among domestic mobile phone manufacturers. There are many Chinese consumers who are loyal supporters of the Huawei brand. At present, even in the case of the inability to launch 5G mobile phones normally, Huawei's mobile phone sales are growing steadily.
According to the information of the official mall, during the 618 period, booking Huawei mobile phones can save up to 2,000 yuan, and you can also enjoy 24 installments interest-free; Booking Huawei notebooks can also save up to 2,000 yuan, and support 12 installments interest-free; Book a Huawei tablet and save up to 700 RMB; Subscribe to Huawei smart wearable devices, such as smart watches and smart bracelets, and save up to CNY 500. Book Huawei smart audio devices and save up to CNY 500; By booking smart home devices such as Huawei smart screens, you can reduce expenses by up to 4,000 yuan. In addition, Huawei's broken screen protection service products are 88% off for the whole process, and the full price protection service is provided during the 618 period.
Moreover, Huawei's latest flagship model P60 series also offers great discounts. At present, Huawei P60 Pro has a maximum price reduction of 800 yuan, and the 8GB+256GB version has been reduced from 6988 yuan to 6188 yuan. The price of Huawei P60 Art is reduced by 1000 yuan, and the price of the 12GB+1TB version is reduced from 10988 yuan to 9988 yuan. Although the price reduction amount is large, considering that they themselves are as high as tens of thousands of yuan, such a price reduction is still in line with expectations.
Small factories also have big surprises
After being strategically invested by Xingji Times, Meizu Technology is now confident enough to release a new flagship product a few months ago. During the 618 period, although the price reduction of Meizu was not large (Meizu 20 standard version saved 200 yuan, supported 12 periods of interest-free, and the Pro version supported 12 periods of interest-free), but Meizu provided a rare "three-year warranty" in the entire mobile phone market! At the same time, Meizu also brought a white front panel version that can be called a "rare species" in the mobile phone circle for the standard version of the 20 series. This version of the model has a very high appearance, I believe that many people will like it just by looking at it.
In fact, many netizens who know the mobile phone circle know that ZTE actually has quite strong strength, and it is not lost to several mobile phone manufacturers. At present, ZTE's 618 promotion is not simple. According to official information, the Nubia Z50 Ultra currently has a maximum discount of 300 yuan, and the price is 3999 yuan; Nubia Z50 has a maximum discount of 800 yuan, and the price is 2599 yuan; ZTE Axon40 Ultra has a maximum discount of 1200 yuan, and the price is 4798 yuan. Among the three flagships, in addition to the Z50, the other two models use under-screen front camera technology, which is one of the few mobile phone products with a "full screen" on the market, and consumers with related hobbies must not miss it.
Write at the end
In general, the promotion of 618 major manufacturers this year is better than in the past, and the competition between major manufacturers has not eased, but has become more intense. In the second half of 2023, both the industry and the market will recover. Therefore, 618 promotion of this opportunity, major manufacturers need to seize it. What we, the group of consumers, have to do is to seize this rare opportunity to meet their own replacement needs.