China-made mobile phones price boom is coming: spell out price war should user segments-China-made mobile phones, millet, Huawei, OPPO-IT information

Year history more than half, with millet, Huawei, OPPO, VIVO, gionee, Meizu, new models rolled out mainstream price range of China-made mobile phones are quietly rising occupy half of the market before the "thousands" and less "value" are no longer mobile phone manufacturer's mantra. Have been inexpensive, cost-effective market of China-made mobile phones are becoming more and more expensive, consumers be willing to pay for it? What vendors to go after the price war?

Want better? Much money

"This year is the flagship model. "This is a joke, but not ridiculous. "Flagship" often means higher configurations, higher performance, more refined appearance, but also means that the price is high.

On July 26, Jin was released in Beijing hit "built-in security encryption chip" Super battery life flagship dispose in jinli new M6 and Jin M6 Plus price 2699 to 3199. Jin last generation M5 price is 2299. Compared to software encryption, hardware encryption security level higher, of course, but also meant to pay hundreds of dollars more.

On July 27, the millet was also released in Beijing's red rice brand's flagship model red Pro, there are 3 versions, pricing 1499 until 1999. Before the Red products sell for 499 to 899 Yuan, are thousands of millet's most popular machines.

In fact, since August 2013 red mobile phone sales for the first time since the red rice brands in 3 years and has sold more than 110 million units, averaging 1.2 units per second, called "national phone." "Red rice Pro is the national flagship phone. Whether it is technical, technological or performance, red Pro have reached the level of flagship. "Millet said company founder, Chairman and CEO Lei, from the classic red rice, big-screen red red rice of the m Note to flagship Pro, millet has completed the construction and upgrading of the red rice brand.

Whether it is located in the high-end business and Government models, original price range is higher State of gold, is the last main price, take a populist line of red rice, choosing the better and more expensive new products strategy. In fact, look at the first half of this year, mainstream manufacturers new model, secretly rises more than two.

Charm family new machine MX6 of price for 1999 Yuan, and zhiqian MX4 and MX5 of up price are is 1799 Yuan; Huawei P9 domestic price 2988 Yuan up, and last year of P8 is is 2888 Yuan up; Huawei "AWN 5" price for 2399 Yuan up, and "AWN 4" is is 2099 Yuan; OPPO this year of main models R9 up price for 2799 Yuan, last year R7 for 2499 Yuan; vivo Xplay5 price for 3698 Yuan up to 4288 Yuan, and Vivo Priced at 2998 Xplay generation ... ...

A case study of OPPO, in July 2015, OPPO handset average selling price to 1586, and in July 2016, it is 1977.

Based on the monitoring data of the world's leading market research agency GfK show, first half of 2016, smart phone sales in China reached 220 million, up 20%. Mobile retail price for 1503 (excluding iPhone), but last year is 1389. 1000 Yuan RMB ~1500 retail price rose 47%, 2500 RMB ~3000 Yuan price up 111% 3000 ~4000 RMB prices rose 70%.

Another world's leading market research agency IDC figures also showed that China's Smartphone average selling prices have in 2013 from $ 207 (about 1380) rose to 257 dollars (about 1714).

Stock exchange price is no longer "one spirit"

Remember the 2014, 2015 that the "universal machine" craze? Does television, air-condition, sells health products, said crosstalk ... ... There are more than 100 brands swarmed into the Smartphone market, and want to get a piece of the action. However, China's domestic mobile phone crazy expansion at the same time, also experienced the cruelty of the shuffle. According to GfK, 2016 the first half of the TOP10 brand of China's Smartphone market share of more than 85%, high market concentration is relatively high. In fact, after one round after another round of closures, survival of Smartphone brand currently has only 50 or so.

"The Smartphone market is already saturated", whether it is people in the industry feel, or a variety of third-party statistics have verified this sentence. Market growth has been very slow, blue has become the Red Sea, even blood.

"2016 mobile phone market has been a stock market, Smartphone penetration rate has reached 90%. Competition in the mobile phone industry the focus has shifted from traditional spelling hardware configuration and performance, to compete the user experience of the product itself. "Vivo Global Vice President and Chief Marketing Officer of fen Lei said in an interview.

The stock market and also in the wild during the incremental difference in gameplay is definitely market. Because most people who buy on the stock market, is not the first time the purchase of smart phone, so they have higher expectations for products and experiences, in addition to price, they will be the pursuit of quality, technology, cutting-edge technology, and even a higher-end brand, with his own aesthetic tastes. It is not difficult to explain why all manufacturers adjusting product structure, from cheap impulse, gradually increase the weight of high-end series.

"Phone industry development to now has into has full of competition, first wave intelligent machine fast rise is by operators promoted of, so products more of is need meet operators of custom specification and operators of price system; second stage is fast development period, to Rob market share, everyone only go price route; and next, to go of is brand route, and user experience route, cannot again spell price, this is times and industry development of must route. "Jin group chairman Liu Lirong told reporters.

Even begin to reflect on Zhou hongyi of the hardware should be free to put hardware premium money is very reasonable, it's not evil. If the long-term profit status, companies find it difficult to upgrade technology, grinding out a better product.

No war what price war?

You are not necessarily a bad thing, but to consumers as "premium" pay does not matter. Price wars bleed over China's domestic mobile phone market, next to what competition?

In fact, Chinese-made mobile phones in products, technology, patents, resource, advertising, and other aspects of the battle has been heating up phase. Popular arts, sponsors of the hit TV series to see cell phone brand figure, most Red Star must be a brand spokesperson.

"Chinese mobile phone manufacturer in the future only 6 to 8 can survive, if you want to grab a portion in this competitive market, differentiation is the same strategy. Differentiation strategy is the trend, is the way to survive. "Liu Lirong said. Can no longer be cost-effective to attract large numbers of consumers to properly brand, product and service differentiation, to allow consumers to "high price" to pay.

Liu Lirong think, future phone industry of trend must is subdivision user, first get subdivision user of products identity and emotional identity, build differences of brand; in positioning good subdivision user zhihou, must to caught user of pain points and just needed, build beyond user expected value of differences of products, perfect user experience, this is differences of competition of core; channel service capacity also to achieved differences of, especially in global open market of environment Xia.

Just a few years ago, the domestic smartphone market is still dominated by Apple and Samsung, now full of Chinese-made the top five brands in the market, indicating that China's domestic mobile phone has been recognized by a large number of consumers. After the era of cheap distribution, China-made mobile phones really need to have a more advanced, more and more and more expensive Chinese-made mobile phones only, and can continue to be consumers of all ages.

中国国产手机涨价潮来临：拼完价格战后应该细分用户 - 中国国产手机,小米,华为,OPPO - IT资讯

年程过半，随着小米、华为、OPPO、vivo、金立、魅族等新机型的陆续推出，主流中国国产手机的价格区间正在悄然上扬，之前占据市场半壁江山的“千元机”越来越少，“性价比”也不再是手机厂商吆喝产品时的口头禅。一直以物美价廉、性价比高打市场的中国国产手机，正在变得越来越贵，消费者会愿意继续买单吗？价格战之后厂商们要拼什么？

想要更好的？得多出钱

“今年全是旗舰机型。”这虽然是句玩笑，但并不可笑。“旗舰”往往意味着配置更高、性能更高、外观更精致，但也意味着价格也更高。

7月26日，金立在京发布了主打“内置安全加密芯片”的超级续航旗舰配置新机金立M6和金立M6 Plus，售价2699元起至3199元。而上一代产品金立M5的售价则为2299元起。相对于软件加密，硬件加密的安全等级当然更高，但也意味着要多付几百块钱。

7月27日，小米也在京正式发布了旗下红米品牌的旗舰机型红米Pro，共有3个版本，定价1499元起至1999元。而之前的红米系列产品售价为499元到899元，是小米旗下最受欢迎的千元机。

事实上，自2013年8月红米手机首次销售以来，红米品牌手机在3年的时间内售出了超过1.1亿台，平均每秒售出1.2台，堪称“国民手机”。“红米Pro就是国民旗舰手机。无论是技术、工艺还是性能，红米Pro都达到了旗舰水平。”小米公司创始人、董事长兼CEO雷军说，从经典的红米、大屏的红米Note到旗舰的红米Pro，小米已经完成了对红米品牌的构建与升级。

无论是定位于高端政商机型、原本的价位区间就比较高的金立，还是过去主打性价比、走亲民路线的红米，都选择了更好也更贵的新品策略。实际上，回顾一下今年上半年主流厂商的新品机型，偷偷涨价的不止这两家。

魅族新机MX6的售价为1999元，而之前MX4和MX5的起售价都是1799元；华为P9国内售价2988元起，而去年的P8则是2888元起；华为“麦芒5”售价为2399元起，而“麦芒4”则是2099元；OPPO今年的主打机型R9起售价为2799元，去年R7为2499元；vivo Xplay5售价为3698元起至4288元，而vivo Xplay一代的售价为2998元……

以OPPO为例，2015年7月，OPPO手机的平均售价为1586元，而到了2016年7月，则是1977元。

根据全球著名市场调研机构GfK的监测数据显示，2016年上半年，中国市场智能手机销量达到2.2亿部，同比上涨20%。手机零售均价为1503元(不包含iPhone)，而去年同期是1389元。其中，1000元～1500元价位段零售量同比上涨47%，2500元~3000元价位段上涨111%，3000元~4000元价位段上涨70%。

而另外一家全球著名市场调研机构IDC发布的数据也显示：中国智能手机的平均售价已经从2013年的207美元(约合人民币1380元)上涨到了257美元(约合人民币1714元)。

存量换机性价比不再“一招灵”

还记得2014、2015年那场“全民造机”的热潮吗？做电视的、做空调的、卖保健品的、说相声的……有超过100个品牌一窝蜂地杀入智能手机市场，希望分得一杯羹。但是，中国国产手机在疯狂扩张的同时，也在经历残酷的洗牌。GfK的数据显示，2016上半年，中国智能手机市场TOP10品牌份额已超过85%，市场高集中度已经比较高了。实际上，在经过了一轮又一轮的倒闭潮之后，目前存活的智能手机品牌已经只有50家左右了。

“智能手机市场已经饱和了”，无论是业内人士的感受，还是各种第三方的统计数据都已经验证了这句话。市场的增速已经非常缓慢，蓝海早已变为红海，甚至血海。

“2016年手机市场基本已经是一个存量市场，智能手机的市场渗透率已经达到了90%。手机行业的竞争焦点，已经从传统的拼硬件配置和性价比，到了比拼产品本身的用户体验。”vivo公司全球副总裁兼首席市场官冯磊在接受记者采访时表示。

存量市场与还处于蛮荒时期的增量市场的玩法肯定是有所差异的。因为存量市场上的大部分购机者，都不是第一次购买智能手机，因此，他们对于产品和体验都有更高的期待，除了价格，他们还会追求品质、工艺、前沿技术，甚至一个更高端的品牌形象，以彰显自己的审美品位。这也就不难解释，为什么各个厂商都在调整产品结构，从低价冲量，逐渐加大中高端系列的权重。

“手机行业发展到现在已经进入了全方位的竞争，第一波智能机快速崛起是靠运营商推动的，所以产品更多的是需要满足运营商的定制规范和运营商的价格体系；第二阶段是快速发展时期，为了抢夺市场份额，大家只能走性价比路线；而接下来，要走的就是品牌路线、用户体验路线，不能再拼性价比，这是时代和行业发展的必然路线。”金立集团董事长刘立荣告诉记者。

连曾经放言硬件应该免费的周鸿祎都开始反思：硬件溢价赚钱非常合理，这并不邪恶。如果长期处于微利状态，企业很难提升技术、打磨出更好的产品。

不战价格战什么？

贵不见得是坏事，但要消费者为“溢价”买单并不能顺理成章。价格战血洗过的中国国产手机市场，接下来要比拼什么？

实际上，中国国产手机在产品、技术、专利、资源、广告、渠道等诸多方面的争夺战已经进入白热化的阶段。热门综艺、热播影视剧的赞助商都能看到手机品牌的身影，最红的明星一定会是某个手机品牌的代言人。

“未来中国手机厂商只有6至8家能够生存，若想在这激烈的市场里分得一杯羹，差异化是不变的策略。差异化战略是趋势，也是生存之道。”刘立荣说。不能再用性价比去吸引大量消费者，只有做好品牌、产品和渠道服务的差异化，才能让消费者为“高价”买单。

刘立荣认为，未来手机行业的趋势一定是细分用户，先获得细分用户的产品认同和情感认同，打造差异化品牌；在定位好细分用户之后，一定要抓住用户的痛点和刚需，打造超越用户预期价值的差异化产品，完善用户体验，这是差异化竞争的核心；渠道服务能力也要实现差异化，尤其在全球开放市场的环境下。

就在几年前，国内的智能手机市场还是苹果和三星的天下，如今，市场前五名已尽是中国国产品牌，这说明中国国产手机已经获得了大量消费者的认可。廉价铺货的时代过去后，中国国产手机确实需要玩得更高级一些，越来越贵的中国国产手机只有也越来越好，才能继续获得消费者的青睐。