2 months and 14 Conference: 2016 doomed fiercely contested phone market-smart phone, Samsung, millet, Huawei, OPPO,vivo-IT information

According to the author's incomplete statistics, from late February to late April, during the eight-week total of 14 mobile phone launches. Inundated with press conference, filled with large plot: there is water, there is God, there are celebrities to help out, there are emotional tears ... ...

With intensive Conference is up to more than 20 types of a dizzying array of new mobile phones. In order to facilitate the observation, I summarized the most recent release of new mobile phones, the main configuration and price. (HTC10 and ZTE, ZTE series are not listed)

However, busy behind the scenes are not necessarily boom. And intensive phone launch is in stark contrast, 2016 smartphone market growth or a record low. Recently, the market structure of Gartner report shows that 2016 single digit growth in the global smartphone sales will for the first time, increased by only 7%.

Intensive mobile launches, slowing smartphone market, destined to the year 2016 competition in the smart phone market is intense, even brutal.

1. Configuration improved hardware is tougher to make money

In the context of consumer upgrade, thousands are still an important field of competition for mobile phone manufacturers. Watch thousands of handsets, 3GB RAM, 64GB stores, 5+-inch screen, has become a standard thousands, thousands of mineral quality and performance up a notch. From the previous figure of thousands, expect thousands machine show two trends.

One thousand Yuan, the competition will be more fierce. For vendors, everyone wants to enter the high-end market, but a higher threshold. In the market, Huawei, millet, OPPO, Vivo four companies account for more than half of the domestic market share, but the low threshold, small manufacturers an opportunity to intervene. However, the main method of intervention is price. Moreover, as the technology matures and capacity improvement of thousands of competition will be further intensified.

Due to fierce competition and capital shuffling reasons in March of this year, coke mobile announced its closure, while Coke's main product line is in the thousands. The collapse of large Coke, let people feel the competition behind the biting chill in the air, especially the thousands of competition.

Second, thousands of computer hardware will become more difficult to make money in the market. Hardware is tougher to make money, perhaps dating back to the "price/performance" issue. Price = price/performance, on the premise of price and performance improvement from upgrading the quality of components, which push up the cost. The first "value for money" of millet, and further development of the hardware not to make money, make money by ecological and service. In recent days, depending on the day of planning the hardware free, not make money from the hardware to the hardware free. Of course, the hardware is really not making money, is it really free, is debatable. But hardware manufacturers with ecological content, services, subsidies under hardware alone to make money has been difficult to go on this road.

However, the hardware money can make money in other ways: first, make money by ecology, content, services, such as millet, letv; second, the money from carrier subsidies; third, small profits but quick turnover, makes money by size.

Hardware hard money exacerbated competitive, brutal competition, and promoting hardware is more difficult to make money. For small firms, on how to "live" is the new survival indicators.

2, high-end becomes crowded, companies seeking differentiation

2015 OPPO, Vivo and Huawei in the high-end market performance in bright eyes, highlighted in the up-market profit and opportunity. Plus mobile consumer upgrade background, homeopathy and manufacturers with high-end.

In this context, mobile phone manufacturers have introduced their own high-end product. By studying the above handsets, is not difficult to find vendors in the high-end strategies are not the same. This reflects manufacturers looking for market segments, homogenization of breakthrough effort. From the launch of several vendors, vendors break through the homogeneity directions about the following:

1, fast charge 。 First to use fast break homogeneity among the OPPO, achieved a good response, then the major manufacturers to follow suit. People are looking for fast break when homogeneity, fast charge becomes standard, lost broke new ground with the qualitative advantage.

2, surface. Mainstream smartphone market in candy bar touchscreen mobile homogenization serious appearance, and surfaces can greatly increase the cell phone face value become important direction of the homogeneity of appearance to innovative breakthroughs. To surface as a major breakthrough in the three-star, achieved good results. Samsung S7 series world's first month sales of about 10 million, ultra-S6 20%. Vivo Xplay 5, although there is no exact sales figures, but is said to be very popular.

3 and take photos. In the age of information sharing, taking pictures has always been users of the most commonly used features and homogenization of breaking important directions. Judging from these launches, manufacturers without the camera was upgraded and strengthened, and four-axis image stabilization, dual camera, sharp focus, has become a selling point. Among them, the maximum is Huawei, Huawei Leica P9 in hand. Leica to enhance the level of Huawei mobile phone photos are extremely helpful, but can move beyond Apple, Samsung, cell phone camera standards up to a new level, now remains to be seen.

4, price/performance. Judging from the above configuration, such as millet, Meizu, TV plus, Lenovo, still rely heavily on the cost impact on high-end. When unable to break through the homogenization, brands and premium high-end failed to stand firm in foot, relying on cost impact on high-end, still a feasible way. But value for money way too much competition, and observed that several new product configurations and pricing, a pair of "you, I'm better than you" attitude.

5, flip. It is worth mentioning that, when we have been offering candy bar touchscreen phone, Jin was a surprise to launched clamshell mobile phones. Candy bar touchscreen is absolutely the mainstream, flip is a small niche market, it is an indisputable fact that, gionee may stand in this niche market.

3, too much competition, Apple can not carry

You can see more than 10 from the number of new mobile phone, in addition to iPhone SE, the rest are the Android camp, we can see that Apple have been hit from TrendFroce data to prove this point. The Research Institute's latest report shows that Apple's shipments in the first quarter dropped from 75 million in the previous quarter to 42 million, declining by as much as 43.8%, single-quarter decline over the years for one of the biggest.

Even Apple has also encountered resistance in the high-end market. In this context, Apple launched iPhone SE, the appearance of 5S 6S, not innovation, but in order to capture the low end of the market, iPhone7 before launch, making its earnings and revenues to maintain growth.

From intensive Mobile Launches can expect 2016 smartphone market of low, medium, high-end line is facing fierce competition. Small manufacturers to consider how to keep thousands of sales; firm in thousands machine manufacturers must consider how to impact thousands of high-end; high-end manufacturers must consider how to keep their competitive advantage, Apple is no exception.

2个月14场发布会：2016年手机市场注定竞争惨烈 - 智能手机,三星,小米,华为,OPPO,vivo - IT资讯

据笔者的不完全统计，从二月下旬到四月下旬，在八周的时间里共有14场手机发布会。应接不暇的发布会，充满了大片似的情节：有入水的、有上天的、有明星助阵的、有煽情落泪的……

伴随密集发布会的是多达20多款令人眼花缭乱的新品手机。为了方便观察，本人汇总了近期绝大多数新品手机的发布时间、主要配置及售价。（未列出HTC10和中兴ZTE系列）

不过，热闹的背后不一定是繁荣。和密集的手机发布会形成鲜明反差的是，2016年智能手机市场增速或创历史新低。近日，市场研究结构Gartner的报告显示，2016年全球智能手机销量将首度出现个位数增长，仅增长7%。

密集的手机发布会、增速放缓的智能手机市场，注定了2016年智能手机市场的竞争是激烈的，甚至是惨烈的。

1.千元机配置提高，硬件难赚钱

在消费升级的背景下，千元机仍然是手机厂商的重要竞争领域。观察千元上下的手机配置，3GB内存、64GB存储、5+英寸屏，已成为千元机的标配，千元机的品质和性能又提升了一个档次。从上图的千元机着眼，可以预见千元机市场呈现两大趋势。

一是千元机的竞争将更加激烈。对于厂商来说，高端市场大家都想进入，但门槛较高。在千元机市场，虽然华为、小米、OPPO、Vivo四家公司占了国内市场一半以上的份额，但是门槛低，小厂商有机会介入。不过，介入的主要方式还是降价。而且，随着工艺的成熟和产能的提高，千元机的竞争将进一步加剧。

由于残酷的行业竞争和资本洗牌等原因，今年3月，大可乐手机宣布倒闭，而大可乐的主要产品线就是在千元上下。大可乐的倒闭，让人感受到激烈竞争背后的刺骨寒意，尤其是千元机的竞争。

二是千元机市场靠硬件赚钱将变得更难。硬件难赚钱这事，或许要追溯到“性价比”之争。性价比=性能/价格，在价格一定的前提下，性能的提升来自元器件质量的升级，进而推高成本。最早提出“性价比”的小米，又进一步发展到硬件不赚钱，靠生态和服务赚钱。近日，乐视策划了硬件免费日，从硬件不赚钱又提升到硬件免费。当然，硬件是否真的不赚钱，是否真的免费，还有待商榷。不过在厂商以生态、服务、内容补贴硬件的前提下，光靠硬件赚钱这条路已经很难走了。

不过，硬件难赚钱却可以从其他方面赚钱：一、靠生态、内容、服务赚钱，如小米、乐视等；二、靠运营商的补贴赚钱；三、薄利多销，靠规模赚钱。

硬件难赚钱加剧了竞争，残酷的竞争反促硬件更难赚钱。对于小厂商来说，如何“活下去”是新的生存指标。

2、中高端变得拥挤，厂商寻求差异化

2015年OPPO、vivo和华为在中高端市场的表现亮眼，凸显出中高端市场的利润和机会。再加上手机消费升级的大背景，厂商发力中高端也是顺势而为。

在这一背景下，手机厂商纷纷推出自己的中高端产品。通过研究上图的手机配置，不难发现厂商在中高端的策略并不相同。这体现了厂商寻找细分市场，突破同质化的努力。从这几家厂商的发布会来看，厂商突破同质化的方向大概有以下几个：

1、快充。最早利用快充突破同质化的当属OPPO，取得了不错的反响，而后各大厂商纷纷跟进。在大家都希望用快充突破同质化时，快充就成了标配，失去了突破同质化的优势。

2、曲面。在直板触屏占据主流的智能手机市场，手机外观同质化严重，而曲面可极大地提高手机颜值，成为以外观创新突破同质化的重要方向。以曲面为主要突破方向的三星，取得了不错的成绩。三星S7系列全球首月销量约为1000万，超S6 20%。vivo的Xplay 5，虽然现在没有确切的销售数据，不过据说很火爆。

3、拍照。在信息分享的时代，拍照一直都是用户最常用的功能，也是突破同质化的重要方向。从这几场发布会来看，厂商无一都对拍照功能进行了升级和强化，四轴防抖、双摄像头、急速对焦，都成了卖点。其中，动作最大的当属华为了，华为P9牵手徕卡。携手徕卡对提升华为手机的拍照水平是有极大帮助的，但此举能否超越苹果三星，将手机的拍照水准升一个台阶，目前还有待观察。

4、性价比。从上图的配置来看，小米、魅族、乐视、联想等，仍倚重性价比冲击中高端。当无法突破同质化、品牌和溢价在中高端未能站稳脚时，依靠性价比冲击中高端，仍然不失为一条可行之路。只不过，性价比之路的竞争太激烈，观察这几家新产品的配置和价格，大有一副“你狠，我比你还狠”的架势。

5、翻盖。值得一提的是，在大家纷纷推出直板触屏手机时，金立颇让人意外地推出了翻盖手机。直板触屏绝对占据主流，翻盖是小众市场，这已是不争的事实，金立也许能在这个小众市场中站稳脚步。

3、竞争太激烈，苹果也扛不住

从上述十多款新品手机中可以看到，除了iPhone SE，其余都是安卓阵营，由此可见苹果所受到的冲击，来自TrendFroce的数据也证明了这一点。这家研究机构的最新报告显示，第一季苹果出货量由上季的7500万部下降至4200万部，季衰退幅度高达43.8%，为历年来单季衰退幅度最大的一次。

就连苹果也在高端市场遭遇阻力。在此背景下，苹果推出的iPhone SE，6S的配置5S的外观，并不是创新之作，而是为了占领中低端市场，在iPhone7推出之前，使得其财报和营收保持增长点。

从密集的手机发布会可以预见，2016年智能手机市场的低、中、高端全线都面临着激烈竞争。小厂商要考虑如何保持千元机的销量；站稳千元机的厂商要考虑如何从千元机冲击中高端；高端厂商要考虑如何保住竞争优势，苹果也不例外。