Talk about value for money is a hooligan? Mobile phone price and hardware cost really trivial-mobile phone costs, pricing strategies, mobile phone-IT news

Whenever has heavy new machine sale zhihou, friends circle in the on will out to several such of articles, title often to new models price and cost of post as stunt attract readers, and this class articles also often with a step by step of "Science type" writing, told readers you hands of phone what has more not worth, spent so more money buy Department phone completely is was manufacturers pit has. Article comments posted there, "bad Apple", "Wicked three-star" itself. But cell phone pricing, cost aside, really did companies get profit? These manufacturers really can earn so much money?

Hardware costs

Since a lot of people are interested in hardware costs, then we will take a look at the phone′s hardware costs will amount to recent Samsung S7, for example:

Samsung Galaxy S7 of hardware cost probably for 255 dollars (about collection Yuan 1667 Yuan) which Gao Tongxiao Dragon 820 processor cost highest, probably for 62 dollars (405 Yuan Yuan around), and phone hardware in the another important parts camera of cost also not low, probably is in 13.7 dollars (about collection 89 Yuan Yuan) remaining of hardware as memory, and touch control screen, and fingerprint recognition device, parts cost added up probably for 175 dollars, and hardware of assembled cost probably for 5 dollars.

1067 hardware cost compared to Samsung Galaxy S7 flagship machine is not a higher average price of nearly 5,000, and hardware costs with the Galaxy for iPhone 6s S7, at around $ 200.

Of course in hardware costs between manufacturers and the actual hardware cost, also called "production cost" concept, according to the different handset manufacturers to power, the size of the order, mobile phone manufacturers are bargaining power with suppliers. Mobile phone prices for key components per quarter to decline roughly around 5%. A cell phone′s production costs are lower than the initial cost of the machine, but that part of the money into a firm′s profit yet? Apparently not.

Because the hardware cost is clearly a most basic part of a cell phone pricing. Despite the hardware costs, and the cost of new machine designs, every manufacturer has several closed with the profit.

The circulation cost

Circulation cost in mobile phone sales was a very complicated concept, every company on the circulation cost control can best embody the company′s way of doing business.

First of all promotional and marketing costs, while many manufacturers to promote their products, many are spending huge sums to campaign for the product, creating deep physical and mental brainwashing slogans for products, think about how you remember "charge for five minutes, and talk for two hours"? Advertising, online and offline promotion, is not a small expense, after all, the wool of sheep, are ultimately paid for by consumers.

Next retail channels, when manufacturers to supply dealers, given mainly by dealers for pricing to determine the number of orders, dealer order more can get a lower price and factories, we bought a cell phone, many times is not just a dealer′s hand. Manufacturers for dealer pricing, often only 50 percent-60 percent of the purchase price.

There is the online service, which is a very important link in aftermarket, if manufacturers want to ensure coverage of the line after-sales and service quality, you need to pay for its cost, which is part of the cost will obviously add to the selling price of the product. Today many consumers complain after buying mobile phones for sale, quickly caught up with buying a new machine replacing a part price reasons, most manufacturers in order to save costs, link input after the sale.

Getting from mobile phones shipped to consumers, the new flow in many sectors in corresponding overhead, nature these will translate to consumer pricing. Of course, the mobile phone distribution costs in the process, often referred to as business confidential information strictly confidential. Consumers can understand, touch, that is one app public "explosions" article in the "ultra low cost".

Pricing strategy is important

In the pricing of mobile phone manufacturers, for their product positioning and pricing strategies, pricing of priority is the final product. First grade position manufacturers to introduce a cell phone will first consider the product to be market-oriented, to product classification. Main flagship high-end product configurations and functions, mid-tier products main features, low-end products main price advantage.

Manufacturer pricing when combining these two pricing methods: market-oriented and skimming pricing. Market-oriented pricing based on market demand for price skimming pricing is at the initial stages of product life cycle to set the price higher in order to maximize profits, product life-cycle delay gradual price cuts.

Written in the last: maybe a lot of people are misled about cost thinking

China has a very special market, many consumers on product pricing of judgment was not far off the cost, especially in a number of manufacturers to push cost thinking, in other words "cost-effective" guided by the thinking of many consumers see something worth instead of brand and quality but cost how much.

Consumers select the boot market, which many manufacturers are wondering not how to get product, but how to achieve the lowest cost, or directly to the cottage, and hype their products on the market "value for money". Even when there is a domestic mobile phone manufacturers are still in the competition, had flipped their product "negative margins" comment.

Price is a determining factor for consumers in selecting products, but those manufacturers advocate the "cost-effective" and "profit" clearly less important, few products will the so-called "black hardware costs should be so low," give up the choice of a product, when I decided to buy buy buy or cash, consumers naturally steelyard.

不谈性价比就是耍流氓？手机售价和硬件成本关系真的不大 - 手机成本,定价策略,手机市场 - IT资讯

每当有重磅新机发售之后，朋友圈中就会冒出来几篇这样的文章，标题往往以新款机型售价与成本的差价作为噱头吸引读者，而这类文章也往往用一种循序渐进的“科普式”写法，告诉读者你手中的手机到底有多不值钱，花这么多钱买部手机完全是被厂商坑了。文章评论的留言中也不乏“无良苹果”、“缺德三星”等言论。但手机定价，抛开成本之后，真的就是厂商得到的利润了吗？这些手机厂商真的可以赚到那么多钱吗？

硬件成本

既然不少人都对硬件成本感兴趣，那我们就先来看看手机的硬件成本究竟会有多少，以刚刚发布的三星S7为例：

三星Galaxy S7的硬件成本大概为255美元（约合人民币1667元）其中高通骁龙820处理器成本最高，大概为62美元（405元人民币左右）、手机硬件中另一个重要部件摄像头的成本也不低，大概是在13.7美元（约合89元人民币）其余的硬件如内存、触控屏幕、指纹识别器等部件成本加起来大概为175美元，而硬件的组装成本大概为5美元。

一千六七的硬件成本，相比于三星Galaxy S7这款旗舰机将近五千元的售价并不算高，而iPhone 6s的硬件成本也与Galaxy S7相当，在200美元左右。

当然在硬件成本和厂商真正的硬件开销之间，还有一个叫做“量产成本”的概念，根据手机厂商实力大小、订单大小的不同，手机厂商是可以与供应商进行议价的。而且手机关键元器件的价格每季度大约都要下降5%左右。一款手机的量产成本也要低于整机的初期成本，但这部分省下来的钱就转化为厂商利润了吗？显然没有。

因为硬件成本显然只是一款手机定价中最基础的一部分。抛开硬件成本，与新机的设计成本，隔在厂商与利润之间还有好几道关。

流通成本

手机销售中的流通成本是一个很复杂的概念，每家公司的在流通成本上的掌控，也最能够体现这家公司的经营方式。

首先宣传与营销成本，不少厂商在推广产品时，很多时候都要斥巨资来为产品造势，打造洗脑口号来让产品深入身心，想想你是怎么记住“充电五分钟，通话两小时”的？广告、线上线下各类推广，也是一笔不小的开支，毕竟羊毛出在羊身上，最终都是由消费者买单。

其次零售渠道，厂商为经销商供货时，给出的定价主要靠经销商的订单数量来决定，经销商订单越大可以和厂商手中拿到的价格就越低，我们买到的一款手机，很多时候是不只过了一道经销商的手。而厂商给经销商的定价，往往只有售价的五到六折。

还有一点就是线下的服务，这部分中很重要的一个环节是售后，如果厂商希望保证线下售后网点的覆盖和服务质量，就需要相应为其付出成本，而这部分成本显然也会加到产品的售价中。如今不少消费者在抱怨买了手机售后难，换个零件价钱快赶上买新机的原因，也多半在于厂商为了节约成本，在售后环节投入不多。

从手机出厂到消费者手中拿到，新机流通中的不少环节都会产生相应开销，自然这些就会转化到消费者看到的定价中。当然，手机流通环节过程中的成本，很多时候都被作为商业机密严格保密。消费者能了解、碰触到的，可能也就是一篇篇微信公众号“爆款”文章中的“超低硬件成本”了。

定价策略很重要

其实手机厂商在对手机进行定价时，对于自己产品的定位与定价策略，才是最终决定产品定价的重中之重。首先是等级定位，厂商在推出一款手机时首先会考虑这款产品所要面向的市场，来为产品定级。高端产品主打旗舰配置与功能、中端产品主打功能差异化、低端产品主打价格优势。

而厂商在定价时候可能结合了这两种定价方式：市场导向型与撇脂定价法。市场导向定价是厂商根据市场需求来进行定价，撇脂定价则是在产品生命周期最初阶段把价格定高，以赚取最大利润，随着产品生命周期推延逐渐降价。

写在最后：也许有不少人被成本定价思维误导了

中国有一个极度特殊的消费市场，不少消费者对产品定价的判断是不能偏离成本太远，特别是在一些厂商主推的成本定价思维，换句话说就是“性价比”思维的引导下，很多消费者看一件东西值不值，不是先看品牌与品质，而是制造成本有多少。

消费者选择引导的市场中，就使得不少厂商琢磨的不是怎么把产品做好，而是如何把成本做到最低，或者直接山寨，然后在市场上大肆宣传自己产品的“性价比”。甚至有某国产手机厂商还在竞争时，抛出了自己产品“负利润”的言论。

价格是消费者在选择产品时候的一个决定因素，但那些厂商所鼓吹的“性价比”与“产品负利润”显然没那么重要，也很少有人会因为产品所谓的“黑心厂商硬件成本竟然这么低”就放弃对一款产品的选择，决定买买买还是持币观望的时候，消费者心中自然有杆秤。