The domestic mobile phone market pattern in 2017
In the global mobile phone market in 2016, Apple, Samsung, and other large international companies were in trouble, and domestic manufacturers such as OPPO and Vivo were recognized as the largest dark horses. Saino Report shows that among the global TOP10 mobile phone brands in 2016, there are 7 Chinese mobile phone brands: Huawei, OPPO, Vivo, Xiaomi, Lenovo, ZTE, and Jinli; among them, Huawei, OPPO, Vivo are ranked Samsung, and Apple is third. Fourth and fifth.
In the turbulent mobile phone market, the market environment is unpredictable, and it is still unclear for the mobile phone manufacturers to finally gain a foothold. IDC report analysis: According to Vivo, although shipments are not as good as Huawei, the growth rate reached 78%, and it is also known to the outside world as "there is a possibility to exceed Huawei in 2017."
At the same time, many people believe that domestic mobile phones will present Huawei's and OPPO's and Vivo's "three-nation killings" in 2017. When the outside world only focuses on the contention between Huawei and OV, we may wish to analyze from a more comprehensive perspective, such as “Goldy growth, Internet mobile phone decline,” and what kind of variables the domestic mobile phone market pattern will appear in 2017.
First, the dividends of offline channels are further manifested: the decline of Internet mobile phones and the outbreak of Jinli and OV
The ceiling effect of the Internet bonus, the rise of third- and fourth-tier cities, and the rural market have led to rapid outbreaks of OPPO and Vivo, which have been sticking to the offline layout. Huawei began to deploy offline in the second half of 2015, but the speed of catch-up is not as good as that of OV for more than ten years.
According to IDC data, the number of outlets under the OPPO line has been more than 200,000, the number of retail outlets under the Vivo line has reached 250,000, the number of after-sales service centers has reached more than 430, and the number of stores in the Jinli is more than 100,000. The cooperation network is ranked third, and Huawei should be the fourth place. The offline stores cover about 500 prefecture-level cities nationwide, more than 2,100 county-level cities, and more than 40,000 townships.
Therefore, in terms of the layout of offline channels, the top three are OPPO, Vivo, and Jinli. From this point of view, in addition to the fact that OPPO has become the new leader, the growth of Vivo and Jinli, which have been widely deployed in the offline channels, will also accelerate again.
With OV, who is also a player in the traditional mobile phone market, Jin Li has already opened more than 100,000 cooperative networks in China, and has entered the eight-nation carrier system, ranking third in the number of offline placements. The offline channel is still the most important variable for the market structure of the mobile phone, and this trend will continue in 2017.
Second, differentiated positioning is more important: high-end, subdivision
Since 2016, domestic mobile phones have become high-end, and they are fighting in the mobile phone market where there are stock changes and consumer upgrades. This is already an industry trend. As we all know, in 2016, consumers’ pursuit of products started from the just-needed needs to the improvement of demand. The mid-to-high-end market was completely activated, and the price range of RMB 2000-3000 was the fastest growing market.
The continuous development of high-end products has actually become an important factor in the continued sales of Jinhua OV. Take Jinli as an example. Last year, Jinli OV was more focused on high-end, Jinli M2017 priced at 6,999 yuan, and private customized editions were as high as 16,999 yuan. It has become one of the representatives of domestic mobile phones to enter the high-end market, and even triggered consumers to pursue domestic high-end products. The new trend.
Judging from the 2017 market, when the trend toward high-end has become the mainstream trend, when the “endurance” capability becomes the new normal for all mobile phone manufacturers under the strong promotion of Jinli and other enterprises, what selling point can attract consumers again? ? The market is still changing. How clear is the core characteristics of its own products? When the latecomers catch up, do you still have "exclusive killer"?
Third, marketing variables: cross-border, comprehensive
In 2016, when the Internet bonus reached the ceiling, many mobile phone brands did not see any sound in the traditional TV and offline areas, and they were still limited to the Internet. It may be claimed that OPPO is a "brainwasher advertisement," but this practice is really effective, which is in line with current Chinese consumer trends.
Last year, OPPO, Vivo, and Jinli made the most marketing efforts on traditional TV stations and offline sales. Taking the most popular "China Good Voice" as an example, we can see the OPPO and Vivo. After renamed "China's New Song" last year, Jin Li is strongly involved in promoting the "built-in security encryption chip." Jinli sponsored the China Football Association China team and also sponsored the China Go-League for the 11th consecutive year. It signed Ke Jie, the world’s first Go player, as the brand ambassador. From football to Go, the span is not small. When entertainment and sports dominated the market, and as of the end of last year, when Jinli launched its annual flagship mobile phone M2017, the Jinli brand spokesmen Feng Xiaogang and Xu Fan both brought unique impact to the people - "The criterion for success is family happiness". Spokespersons Feng Xiaogang and Xu Fan have further conveyed to the market a new concept under the "humanistic spirit and high-tech integration."
Summary: Mobile second-half competition, "differentiated comprehensive ability" is the key to the variable
At present, mobile phones have moved into the second half of competition for intensive cultivation. The core reason for OPPO to surpass Huawei lies in the outbreak of its channel capabilities, and this dividend will continue for 2017.
The advantages of the channels are good, and the products are unique. This is an enlargement of capabilities. Under the new kings of the domestic mobile phone market, the advantages of the channels have been further promoted. However, in fact, they should be more calm and not addicted to the amplification of certain capabilities. Instead, we see the development of comprehensive capabilities.
The real potential for growth actually comes from "differentiated comprehensive capabilities." Huawei OV's top three competitions, Jin's unexpected growth rate, and the decline of Internet mobile phones, when all these factors are combined and analyzed, the outlook of the mobile phone market in 2017 is already very clear. The second half of the mobile phone competition requires more insight into the differentiation of consumers and the preparation of comprehensive capabilities.