Honor Magic V2, scalded scalper's hand
The folding screen track is becoming more and more congested, but at the same time, the gap between each company has not opened, and how to stand out has become a problem faced by mobile phone manufacturers.
Zhao Ming said, don't let the Honor Magic V2 cheap scalper! But scalpers burned their hands because of this phone.
In the early days of the Honor Magic V2 folding screen mobile phone on the market, orders were hot, and it was difficult to find a machine.
Because of this, some consumers can't get spot in official flagship stores and offline stores, so they choose to buy from scalpers at a higher price, and some people are even willing to increase the price by 1300 yuan, just to get the mobile phone as soon as possible.
In fact, scalpers reselling folding screen mobile phones is not uncommon, Huawei Mate X3 when listed, was speculated by scalpers to sky-high prices, consumers need to increase the price of 5,000 yuan to buy. On the idle fish, there are many orders for the new unopened Honor Magic V2, which is generally several hundred yuan higher than the official price, and the various configurations are relatively complete.
But soon, the scalpers suffered retribution, and the glory Magic V2 in their hands turned into a hot potato.
At present, the price of the new unopened Honor Magic V2 on Xianyu "encountered Waterloo", instead of increasing the price, it has reduced the price, and has dropped by 200 to 600 yuan compared with the official price.
From fragrant potato to hot potato, what has Honor Magic V2 experienced?
Magic V2 becomes a hot potato for scalpers
According to Honor CEO Zhao Ming, the Honor Magic V2 went on sale for a week, and the sales volume has exceeded the sales volume of the full life cycle of the Honor's first-generation folding screen Magic V; By the end of August, the Magic V2 will surpass the full life cycle sales of the Honor's second-generation folding screen Magic Vs.
Sales are so hot, why is Honor Magic V2?
On the one hand, thick and heavy has always been a pain point for folding screen mobile phones, and Honor Magic V2 has put a lot of effort into solving this problem.
According to official information, the Honor Magic V2 body is light and thin, weighing only 231g and only 9.9mm thick, leading the folding screen into the millimeter era. In terms of thinness and lightness, Honor CEO Zhao Ming once said that the thinking of Honor Magic V2 reconstruction is at least 8 to 10 months ahead of friends.
Lu Jiu Business Review found that the Xiaomi Mi MIX Fold 3 weighs 255g, and the vivo X Fold2 weighs about 279g, which are 24g and 48g heavier than the Honor Magic V2, respectively. It can be seen that the Honor Magic V2 has improved the heavy problem to a certain extent, and the grip of the mobile phone has been improved, and for now, it is indeed in the leading position in terms of thinness and lightness.
On the other hand, the Qinghai Lake battery equipped with the Honor Magic V2 also contributed to its popularity.
Qinghai Lake battery is very thin, using industry-leading silicon-carbon anode battery technology, with higher battery capacity under the same battery volume. The battery capacity of the Honor Magic V2 is 5000mAh, which is 200mAh higher than the battery capacity of the currently sold vivo X Fold2 and Xiaomi MIX Fold 3, and the battery life is enhanced, which has been recognized by many consumers.
In addition, the cost performance of Honor Magic V2 is also an important reason for its popularity.
For a long time, the price of folding screen mobile phones has remained high, and more than 10,000 yuan has become a common thing. The Honor Magic V2 starts at 8999 yuan, making it initially cost-effective in similar folding screen mobile phones, which has become an important reason for consumers.
Why is it hard to find a machine?
In fact, this is not because the Honor official is conducting "hunger marketing", but because the popularity of the Honor Magic V2 exceeds expectations. Honor CEO Zhao Ming once said on Weibo that the first omni-channel sales on July 20, although the stock has been very sufficient, but consumer demand has exceeded Honor's expectations many times.
On the e-commerce platform, the Honor Magic V2 is not impossible to buy, but consumers want to get the goods, they need to wait until mid-September, and the waiting time is too long. Offline, consumers who want to get spot also need to try their luck.
Consumer Xiaoying is a typical example. She just got two Honor Magic V2s some time ago, but the purchase process was not smooth. "I went to several shopping malls in Beijing and Tianjin, and they all told me that they were out of stock, and if they wanted to, they had to book at least 10 days in advance." Xiaoying said, "I knew a salesman before, and he said that there were exactly two spots, and he was familiar with him, so he gave me the original price without a markup. ”
In addition to markups, bundling becomes a routine operation in stores when supplies are scarce. When Yang Yu bought the Honor Magic V2 in the offline store, he was asked by the sales to buy a 300 yuan headset. At first, she was very disgusted, but after thinking about finding an acquaintance, she had to add 500 yuan, and after weighing it, she finally compromised with the sale.
But this markup didn't last long. Especially after Honor officially revealed that it had stepped up the production of Honor Magic V2, Lu Jiu Business Review found that on Xianyu, scalpers were selling Honor Magic V2 at a price lower than the official price of 200-600 yuan. Still, phones don't sell well.
On the homepage of an idle fish seller who specializes in reselling various digital products, only the Honor Magic V2 order has not been sold out of 13 links, and although its list price has been 349 yuan lower than the official price, it is still unwanted. There are even sellers whose homepage links have not been sold for almost 1 month.
It can be seen that the Honor Magic V2 has become a hot potato in the hands of scalpers.
Why did the scalper run away so fast?
Honor Magic V2 is so popular, but it fell into the hands of scalpers, what happened?
On the one hand, the supply of goods is gradually sufficient to dissuade some scalpers.
On August 17, Zhao Ming revealed the production progress to consumers on Weibo, "Honor Magic V2 has been in short supply since its launch, so Honor's supply and manufacturing team has been working overtime, and the folding screen production line of Honor Intelligent Manufacturing Industrial Park has allocated all manufacturing resources to improve delivery capabilities." At the same time, orders paid for on e-commerce platforms will also be shipped about 25 days in advance.
In addition, the cost-effective advantage of Honor Magic V2 gradually became less obvious or even disappeared, which also made scalpers panic.
The Xiaomi Mi MIX Fold 3 went on sale for the first time on August 16 and features Leica Optics with a full-focal range quad camera that focuses on improving image performance. According to official news, it has reached 2.25 times the sales volume of the previous generation in 5 minutes of its launch, creating a new record for Xiaomi's folding flagship and seizing part of the market share.
The Honor Magic V2 is mainly light and thin, and the image performance is "snubbed". Honor Sales said bluntly, "The folding screen mobile phone positioning is a business machine, and it does not pay much attention to pixels." "But for consumers who pay attention to the performance of mobile phone photography, the emergence of Xiaomi MIX Fold 3 has gradually made the cost-effective advantage of Honor Magic V2 gradually not obvious or even disappeared.
The gradual abundance of supplies, as well as the launch of new folding screen mobile phones of other brands, made scalpers realize that they need to sell as soon as possible to ensure that they do not lose money, so selling at a reduced price has become their top priority. As early as early August, someone has already reminded Honor Magic V2 sellers in the idle fish comment area, "It will be fully distributed soon, so sell it quickly." ”
In fact, for scalpers to sell mobile phones, Honor officials have long been aware of it, and have also used a variety of ways to prevent scalpers.
Online, both Tmall Honor's official flagship store and Honor's Jingdong self-operated flagship store have given purchase restriction instructions. Its general provisions are: to avoid the occurrence of improper behaviors such as purchasing or hoarding goods for non-daily consumption purposes, raising prices for resale, etc., the purchase of this product is restricted, and when the same user places an order in bulk, he has the right not to ship the abnormal order and not to pay compensation.
In addition, Zhao Ming also actively urged consumers to make appointments through official channels and not to buy at a higher price.
At present, more than a month has passed since the release of Honor Magic V2, and the popularity of rush sales has gradually declined. Lu Jiu Business Review visited the Honor offline store and found that most of the Honor Magic V2 in the store is in stock, except for some configurations.
For some consumers to increase the price of buying mobile phones, Honor Sales said: "There is no need to add money to buy Magic V2, now there are all in stock in stores." ”
The folding screen track is fierce
According to iResearch data, with the successive entry and product iteration of domestic manufacturers, it is expected that the folding screen mobile phone market will break out in 2023, and the shipment of folding screen mobile phones will exceed 5.5 million units.
The folding screen track is becoming more and more congested, and it is still in the early stage of development, and major brands are trying to seize more market share. However, the gap between the families has not been completely widened.
According to the 2022 China folding screen mobile phone market share report released by IDC, Huawei accounted for 47.4% of the market share of folding screen mobile phones in China, followed by Samsung with 16.5%, while OPPO, vivo, honor, and Xiaomi accounted for 13.8%, 7.7%, 6.6%, and 6.4% respectively.
From the above data, it can be seen that in addition to Huawei's market share in the folding screen mobile phone market, the current gap between other brands is not large. There are two reasons for this:
First, the homogenization of folding screen products makes it difficult to appear subversive products.
As mobile phone industry expert Wu Maolin said, "technology is the supply chain, the current problem of homogenization of folding screen mobile phones is a normal phenomenon, in the case of technical indicators or hardware parameters gradually homogenized, the internal strength of each brand is particularly important." ”
The Magic V2 launched by Honor this time focuses on a thin and light body, leading the folding screen into the millimeter era; The MIX Fold 3 launched by Xiaomi is based on thinness and lightness, and has worked the image. But overall, there are no disruptive products on the folding screen track.
Second, as various brands have entered the folding screen, the models are gradually enriched, and the price is seriously rolled.
Previously, the price of folding screen mobile phones was often tens of thousands of yuan, and Huawei Mate X3 was even speculated to nearly 20,000 yuan. However, as mobile phone manufacturers have entered the market, the average profit of the entire industry has been beaten down, and the phenomenon of price involution has appeared. This year's vivo X Fold2, Honor Magic V2, Xiaomi MIX Fold 3 have rolled the starting price of dual-screen folding screen mobile phones to 8999 yuan, and the "price war" has started silently.
At present, the folding screen track is fiercely competitive, how to solve common problems and find their own personality, and open the gap with other brands, so as to occupy an absolute advantage, has become the next problem that major mobile phone manufacturers need to think about.
Folding screens can't achieve high-end dreams
When it comes to folding screens, consumers often equate them with high-end characters. However, for mobile phone manufacturers, whether folding screens can really help them realize their high-end dreams is still debatable.
Wu Maolin, an expert in the mobile phone industry, believes that "folding screens can be said to be a way for mobile phone manufacturers to go to the high-end market, but it is not because the folding screen is high-end, but because it is necessary to take the high-end route, so the folding screen track is chosen." ”
According to the official information of Honor, in fact, Honor has closed the loop in the entire strategy and business logic in the past two years, the core key is whether the flagship machine, high-end innovation and breakthrough can continue to lead, in the past two years, Apple is a unique show in the Chinese market, Honor is working hard to break.
According to the mobile phone quarterly tracking report released by IDC recently, in the second quarter of 2023, China's folding screen mobile phone market shipped about 1.26 million units, a year-on-year increase of 173.0%, and the overall shipment in the first half of the year was 2.27 million units, a year-on-year increase of 102.0%.
While the global smartphone market has declined for eight consecutive quarters, the folding screen mobile phone market is growing in reverse. Major brands have entered the folding screen, can it be regarded as the performance of mobile phone manufacturers pursuing profits?
In fact, Wu Maolin said, "The pursuit of profit is not the core reason why all mobile phone manufacturers enter the folding screen, but the industry has developed to this point, if you do not do folding screen, it is difficult to become a first-class brand." ”
As for why the folding screen is entered, the above experts pointed out two reasons:
"First of all, the technology of folding screens has matured, everyone can do it, and through large-scale commercial production, the marginal cost can be reduced, which is the most critical place; On the other hand, the mobile phone industry is an industry that needs to rely on new technologies to improve, and the current mobile phone industry has reached a bottleneck period in terms of hardware performance, material technology, and design, and folding screen mobile phones have become a new breakthrough. ”
Nowadays, the high-end road of major mobile phone factories is not easy to follow, and it seems that folding screens alone will not work. Lei Jun even described in his speech that Xiaomi's high-end development is both a necessary road and a battle of life and death. How difficult this is, it goes without saying.