The "three sins" in the mobile phone market are opportunities and challenges?
According to data from China Telecomtsu Hospital, in September, the domestic mobile phone market shipped 39.022 million units, down 11.7% year-on-year and 19.7% quarter-on-quarter. From January to September, domestic mobile phone market shipments reached 305 million units, down 17.0% year-on-year. Undoubtedly, the mobile phone market is experiencing unprecedented challenges. Among the domestic mobile phone brands, Huawei, Xiaomi and OV have eroded the share of small manufacturers, and the industry has gradually shuffled into the oligarchic era.
First, the bonus peaks
Looking at the current mobile phone market, Samsung, Apple, Huawei, Xiaomi, OV and other stable market lines have been formed. The market structure does not have too many suspense industry dividends will not be too far. Then, the direction of the company's performance improvement is nothing more than two, one is to lick more wool on each mobile phone, that is, the so-called price increase, and the other is to increase the number of Internet services.
In terms of price, not only did Apple do this in a big way (the price of iPhone XS Max was written into various segments), and Xiaomi, which is known for its price/performance ratio, is quietly doing this and infiltrating into the higher-end market. Xiaomi's latest quarterly earnings report revealed that the average selling price of smartphones in mainland China increased by more than 25% year-on-year.
In the market segment of the high-end market of 45% of the $400-600 price segment, OPPO ranked first with 22% market share, followed by Apple with 22% market share, followed by Samsung, Huawei, Xiaomi and Yijia. In the $600 to $800 market, Apple and Samsung account for 85% of the market; in the market where the price is greater than $800, Apple has an 88% market share. From the data of China's high-end smartphone market, Apple ranked first and OPPO ranked second.
In terms of overweight Internet services, each mobile phone portal earns more service fees, which requires a high-end customer base and activates customers' greater desire to pay. But this is not enough. It is only the Nuggets in the original mine. As a giant, you need to find more mines. So the second direction came out: from mobile phones and PCs to home appliances business.
A few days ago, there were news rumors that Huawei, OV, etc. wanted to enter the TV industry, causing hot debate in the industry. I have to say that TV is the main entrance to the living room entertainment, and it is reasonable to become the "bird" of the mobile phone manufacturer's layout test. Not long ago, Jiajia announced its entry into the TV industry. CEO Liu Zuohu admits that the TV business is the beginning of a new era of Internet smart home.
In the editor's view, compared with the prevailing state of the “one hundred schools of thought” in the mobile phone industry in the past few years, although the current dividends have peaked, the market brand structure has stabilized, and the industry chaos has been reduced to a certain extent, moving towards a more mature development trend!
Second, the African market "薅 wool"
"It is no exaggeration to say that Africa is the last blue ocean in the global mobile phone market," Haiming Li, who is the operational director of Demart, said in an interview. Demart is currently the only officially authorized agent of Xiaomi in East Africa. In addition to the cooperation between online and local largest e-commerce brand Jumia, it also opened more than ten stores online, which was almost completed in the past six months.
For Xiaomi, the reason for the counterattack is to strive for the growth of the emerging mobile phone market. The nearly double the shipment growth of overseas emerging markets is the main reason for its strong recovery. The red rice series, which is extremely cost-effective, is undoubtedly the gospel of the African people. After all, such a cheap mobile phone is very suitable as a starting smart phone.
Although Huawei's mobile phone has been released to the sea earlier, its main direction has always been the European market with higher value. However, recently Huawei CEO Ren Zhengfei said that Huawei mobile phones also need to pay attention to the low-end mobile phone market, and Huawei has already adopted Europe, the Middle East and Africa (EMEA). ) It is classified as a large area, which means that Huawei will not despise Africa. After all, Huawei now has more than 10 million mobile phone shipments in the region in the quarter!
In fact, in addition to the familiar Xiaomi and Huawei in China, the Chinese product brand is the king of the African mobile phone. It is understood that Voice has a 40% market share in Africa, and its mobile phone shipments in 2017 reached an astonishing 120 million units, of which traditional function machines accounted for three-quarters, or 90 million units.
The reason is that the voice also has its own advantages. The brand reputation, strong offline channels, and the price of mobile phones cheaper to 250 yuan have accumulated for many years, which gives it the opportunity to hold the throne of its first mobile phone brand in Africa.
But as HaimingLi said, Africa is already the last blue ocean of mobile phones in the world. Many mobile phone manufacturers are here to “smash wool”. When wool is always finished, the market always has a saturated day. By then, African mobile phones The market is the world of winners.
Third, after-sales complaints
As we all know, mobile phones have become the most popular consumer electronics products, and the frequency of enterprise replacement and user renewal is changing. According to the survey results, the proportion of users who change their mobile phones once a year is 20%, the proportion of users who change their mobile phones in two years is 36%, and the proportion of users who change phones in three years or more is only 24%. The replacement is high for users. Frequency behavior.
However, with the increasing popularity of smartphones, the occurrence of faults is relatively frequent. According to relevant data, 8%-10% of mobile phones will fail within one year of purchase, and the mobile phone market will gradually transform into a stock market. Therefore, consumers' demand for mobile phone after-sales service is also increasing. In addition, high-frequency replacement behavior has led to a sharp increase in demand for mobile phone after-sales service such as mobile phone recycling.
It is reported that in the past two years, a provincial consumer committee has accepted 4,327 complaints about mobile phone products, including 1,765 quality complaints, accounting for 40.79%; 1315 complaints about after-sales service, accounting for 30.39%; and 547 false publicity complaints, accounting for 12.64 %; 302 complaints on contract issues, accounting for 6.98%; 147 complaints on counterfeiting, accounting for 3.40%. Among them, quality and after-sales service accounted for more than 70% of the total complaints.
From the perspective of consumer complaint brand distribution, Apple, Huawei, Samsung, Xiaomi, OPPO and other brands have the most prominent mobile phone problems. Apple has 1832 complaints, accounting for 42.34%; Huawei 790, accounting for 18.26%; Samsung 345, accounting for 7.97% 322 pieces of millet, accounting for 7.44%; 219 pieces of OPPO, accounting for 5.06%.
Looking at the current mobile phone market, the after-sales service problem has become a pain point for mobile phone companies, seriously affecting the overall image of the communications industry. Editors hereby remind consumers that when purchasing mobile phones, it is best to buy them in regular stores and online platforms; fully understand the product information, payment methods and after-sales policies, and do not listen to the sales staff verbally exaggerating promises or false activities, carefully read the contract before signing the contract. Terms, clear obligations, fully protect their rights; retain invoices, "three guarantees" card, payment information and other credentials; quality problems, retain evidence, timely complaints to merchants, platforms, industry and commerce departments or consumer organizations.
However, it is precisely because of the neglect of mobile phone manufacturers that it gives great opportunities to the outside world. According to the scale of China's mobile phone after-sales service market, its market size in 2014 was 18.7 billion yuan, and by 2017 it had reached 27.1 billion yuan. It is expected to be 2018. Its market size is expected to reach 29 billion yuan, and the mobile phone after-sales service market as a whole shows a steady growth trend.
Written at the end
It must be said that for mobile phone companies, whether it is the peak of the industry dividend, or the African market, or the after-sales service issue, it is not only the source of the dilemma, but also the opportunity and challenge of market development.