Cost-effective drift away, quietly change China-made mobile phones-Huawei, millet, OPPO,vivo-IT information
Competition in the mobile phone market near-worst case, selling more expensive Chinese-made mobile phones, this is the result of China's domestic mobile phone manufacturers ' competitive strategy, is the result of China's domestic mobile phone manufacturers and technical strength, but also reflects the changes in the market environment as a whole.
As Huawei, rolled out new models such as millet, gionee, careful consumers will find that mainstream Chinese-made Smartphone's price range is quietly rising. Occupy half of the market before the "thousands" fewer "shocking prices" are no longer mobile phone manufacturers marketed focus.
Whether in the main market, relatively high price range of Huawei, OPPO/vivo, is the last main value for money, take a populist line of millet, choosing the better and more expensive new products strategy. The most obvious example of this is millet, red rice before products sells for 499 to 899 Yuan, thousands of the most popular machines on the market July launch at the end of Red-m Pro, there are 3 versions, priced from 1499 to 1999.
Data from market research confirmed this point. According toearly 2016, smart phone sales in China reached 220 million, up 20%; cell phone retail price for 1503 (excluding iPhone), but last year is 1389 . Among them, the2500 to 3000 Yuan price segment sales rose 111%, 3000 to 4000 Yuan price rose 70%. It can be seen that more than 2500 Yuan price of high-end market growth rate, much higher than the low end of the market. Then, under near-tragic situation of competition in the mobile phone market, Chinese-made mobile phones with more what can sell the more expensive?
First of all, this is the result of China's domestic mobile phone manufacturers ' competitive strategy. For a long time, Samsung and Apple dominate the Smartphone industry as a whole profits of 99%, this means that the vast majority of China's domestic mobile phone manufacturers are also "made at a loss." While at super low prices got a certain market share, but also in the crazy squeeze profit margins and growth potential. As Huawei, OPPO/vivo production and global market share increase significantly, China's domestic mobile phone manufacturers have started to actively adjust the product strategy, and gradually increase the proportion of high-end product line. In Huawei, for example, with the sales of flagship products such as Mate8, P9, its smart phones in the high-end market share from $ 500 to $ 600 in June 2015, representing a growth of more than 10%.
Secondly, this is caused by China's domestic mobile phone manufacturers and technical strength. Breakthrough in the high-end market, not simply price increases can be achieved, to be supported by strong research and development behind. Published by the State intellectual property office "2015 development of intellectual property in China" shows that in 2015, invent patent of enterprises ranked in the top 10, mobile phone companies exclusive 6 seats, the top 4 millet, OPPO, Huawei, ZTE, patent number was 3,516, 3,338, 3,216, 3,183. Huawei's own chip, its own operating system, dual cameras, OPPO's fast-charging function, such as photos, top Hi-Fi and vivo, have built a certain amount of technical barriers and featured selling points.
Furthermore, this is the mobile market due to environmental changes. A few years ago, China's mobile phone industry in the transformation of the function switch to smartphones outlet, in the face of sharply observed market, most of China's domestic mobile phone manufacturers to adopt a policy of lower prices for impulse. But as the smart-phone market, "demographic dividend" period ends, competition in the mobile phone industry focus from the traditional spelling of the hardware configuration and performance, turn to compete the user experience of the product itself. Most of the users on the stock market today, is not the first time the purchase of smart phone, has higher expectations for products and experiences. In addition to price, pursuit of quality for users, processes, leading edge technology, and even a higher-end brand, to his own taste. To this end, China's domestic mobile phone manufacturers focus on brand, product and service differentiation, not pure competition prices.
Statistics showed that China's Smartphone market in the second quarter of this year, Huawei, OPPO, VIVO trio has accounted for 44.1% of the market share. With smartphone makers in China focused on the degree of increase in the high-end market to Samsung and Apple's market share will further squeeze, in the low-end market will accelerate reshuffle "cleared". From this point of view the next 3-5 years smartphones will act as the world's most important industry role of core technology and key components of the control will be strengthened, while may was born 1-2 House real world's leading consumer electronics brand.
性价比渐行渐远，中国国产
手机悄悄然变贵 - 华为,
小米,OPPO,vivo - IT资讯
在手机市场竞争近乎惨烈的情况下，中国国产手机越卖越贵，这是中国国产手机厂商竞争策略所致，是中国国产手机厂商技术实力所致，同时也反映了整个手机市场环境的变化。
随着华为、小米、金立等新机型的陆续推出，细心的消费者会发现，主流中国国产智能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，“惊爆价”也不再是手机厂商市场宣传的着力点。
无论是主攻中高端市场、原本价位区间就比较高的华为、OPPO/vivo，还是过去主打性价比、走亲民路线的小米，都选择了更好也更贵的新品策略。最明显的例子是小米，之前红米系列产品售价为499元到899元，是市场上最受欢迎的千元机；7月底推出的红米Pro，共有3个版本，定价上涨至1499元到1999元。
来自市场调查机构的数据印证了这一点。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，2500元至3000元价位段销量上涨111%，3000元至4000元价位段上涨70%。可以看出，2500元以上价位的中高端市场增长率，远远高于低端市场。那么，在手机市场竞争近乎惨烈的情况下，中国国产手机凭啥能越卖越贵呢？
首先，这是中国国产手机厂商竞争策略所致。很长一段时间，三星和苹果占据了整个智能手机行业利润的99%，这也意味着绝大部分中国国产手机厂商都在“赔本赚吆喝”。虽然以超低价格抢得了一定的市场份额，却也在疯狂压榨利润率和发展后劲。随着华为、OPPO/vivo的出货量和全球市场份额提升明显，中国国产手机厂商均开始积极调整产品策略，逐步加大中高端产品线的比重。以华为为例，随着Mate8、P9等旗舰产品的热销，其智能手机在500美元至600美元的高端市场份额，较2015年6月增长超过10个百分点。
其次，这是中国国产手机厂商技术实力所致。突破中高端市场，不是简单的提价就能实现的，背后要有强大的研发做支撑。国家知识产权局公布的“2015年中国知识产权发展状况”显示，在2015年企业发明专利申请受理量排名前10位中，手机企业独占6席；排名前4的中兴、OPPO、华为、小米，申请专利数量分别为3516件、3338件、3216件、3183件。华为的自有芯片、自有操作系统、双摄像头，OPPO的快速充电功能，vivo的拍照、顶级Hi-Fi方案等，都已经构建了一定的技术壁垒和特色卖点。
再者，这是整个手机市场环境变化所致。前几年中国手机行业处于从功能机向智能机转换的变革风口，面对急剧放量的市场，大部分中国国产手机厂商采取了低价冲量的策略。但随着智能手机市场“人口红利”期的结束，手机行业的竞争焦点，从传统的拼硬件配置和性价比，转向比拼产品本身的用户体验。如今存量市场上的大部分用户，都不是第一次购买智能手机，对于产品和体验有着更高的期待。除了价格，用户更追求品质、工艺、前沿技术，甚至一个更高端的品牌形象，以彰显自己的品位。为此，中国国产手机厂商着力做好品牌、产品和渠道服务的差异化，不再单纯比拼价格。
统计数据显示，今年第二季度的中国智能手机市场，华为、OPPO、vivo三家已占据了44.1%的市场份额。随着中国智能手机厂商集中化程度的提高，在中高端市场对三星和苹果的市场份额会进一步造成挤压，在中低端市场则会加速洗牌“清场”。从这个角度来看，未来3至5年中国智能手机将充当全球最重要的产业角色，对核心技术和关键元器件的控制力会大幅加强，同时可能会诞生1至2家真正全球一流的消费电子品牌。