Data show that the current average conversion cycle of mobile phone users has exceeded 31 months. How can this young people not like to change their mobile phones? In addition to the upgrade of the processor and the renovation of hardware such as the camera, we have not seen a truly dazzling black technology for a long time, and the innovation of smartphones is touching the ceiling. How to continuously impress users to become a common problem facing mobile phone brands. The "Analysis Report on the Operation Analysis of the domestic mobile phone market operation" recently released by the Independent Analysts of Parksong Communication Industry China Information and Communication Research Institute shows that in February 2022, there were 10,000 mobile phone shipments in the domestic market, a year -on -year decrease of%; of which, domestic brand mobile phone shipments There are thousands of units, a year -on -year decrease of%. Today, smartphones are more expensive, but they are increasingly lacking change. Mobile phone nail households have spread from the elderly to the younger generation, and the golden age of mobile phone consumption has become memories.
When the industry has entered a bottleneck in development, only major innovation can break the situation. The slowdown in the demand for smart phones is an indisputable research institution Konat report that since the first decline in China’s mobile phone shipments in 2017, it has fallen for 4 consecutive years; it was not until 2021 that the shipments increased slightly by 1%. A variety of factors are superimposed, and the slowdown in the demand for consumer electronics represented by smartphones is an indisputable fact. According to the data released by the industry analysis company Counterpoint, the average replacement cycle of mobile phone users has exceeded 31 months; market research institutions Strategyanalytics said that the average time -changing cycle of Chinese users is 28 months. Independent analyst of the communications industry, Bai Song, said: The smartphone industry is in a bottleneck period, and rational consumption is an important reason.
The continuous progress of the processor with Qualcomm Snapdragon has made the performance of mobile phones stronger and stronger, at least the mobile phone will not become stuck in one year.
Therefore, for many consumers, there is no reason for changing opportunities in the short term. The impulse to change the machine and the rational consumption rise, domestic and foreign mobile phone manufacturers began to cut orders, lower market expectations, and the mobile phone industry entered structural adjustments.
Zhang Guobin, the founder of Electronic Innovation Network, said: Some analysts predicted that in 2022, 5G mobile phone shipments could reach 700 million to 100 million units, up to 800 million units.
However, the current predicted 5G mobile phone shipments are only 100 million units, and the market demand has fallen hundreds of millions.
I have a pessimistic view of the 2022 overall market. It is estimated that there will be mobile phone brands to disappear in the public’s vision.
Even so, the flagship new products of each mobile phone company are still launching intensively. Netizens joked: There are too many new mobile phones, and young people are not enough.
Zhou Hongyi, the founder of 360 company, can most reflect the mobile phone industry that is currently rolled at the moment: the mobile phone industry is no longer the Red Sea, but the blood of the blood. Headlines are available every week, and satellites are placed every month.
Even if the CEO is not a talk show nine paragraphs, you have to hurry up to practice a rapper in his spare time, otherwise he may lose the attention of the masses. Why do you can’t stop the late -border mobile phones in the future? Luo Haoyuan, the founder of China -Guangdong United Capital, said: Driven by 5G, the people -centered all -things interconnected scenarios and experience are reconstructing products and services. Smartphones are still smart home, sports health, tablets, computers, VR/ VR/ The core remote control of smart life such as AR. Smart phone innovation is touched the continuous extension of the ceiling, allowing users to tend to buy a better mid -to -high -end mobile phone product with a better experience and a longer use. However, although domestic mobile phone manufacturers are constantly innovating in configurations such as folding screens, high screens, fast charge, and cameras, it is becoming increasingly difficult to arouse consumers’ desire to buy. Obviously, the micro -innovation of Xiaoxiu Xiao Bu has made it difficult for consumers to take out money.
China’s mobile phone market is expected to decline in 2022. Honor CEO Zhao Ming admits that in such a market environment, mobile phone manufacturers need to find a suitable reason why I want to change the phone for consumers. Zhao Ming said: The hardware can only determine the lower limit of the product, and the synergy of algorithms and software and hardware can determine the real experience and value that consumers can get. In Bai Song’s view, in addition to the upgrade of the processor and the renovation of hardware such as the camera, we have not seen a truly dazzling black technology for a long time, and the innovation of smartphones is touched by the ceiling.
How to continuously impress users to become a common problem facing mobile phone brands.
Vivo founder, president and CEO Shen Wei said in the "Speaking of the 2022 New Year": No matter what time, competitive orientation, cost -oriented, parameter -oriented, and efficient orientation must not be able to override the user orientation. The company that abandon users will eventually be abandoned by users and cannot be healthy and long. However, every step of wanting technological innovation is not so easy to step on the user’s heart. The most challenging year in the era of smartphones, even if a charging treasure is dragged every day, many fruit powder is unwilling to change the string more and invest in the Android camp.
At present, the moat established by Apple with technology, experience and brand, other brands are temporarily difficult to cross.
Bai Song said that although the powerful brand effect left in the Jobs era has always been the biggest help of Apple products, it cannot be ignored that when the homogeneity of mobile phone products is becoming more and more serious, it is decided to change the user to change the mobile phone. The core is to experience or habits. Once used and operating habits are developed, it is difficult to change. Apple is still the most profitable consumer electronics manufacturer. The iPhone only accounts for about 15%of the world’s market share, but it has taken nearly 70%of the profit in the industry. Only Huawei can really enter the high -end market to compete with Apple mobile phones.
Even if Huawei fades out of the smartphone market, the market’s expectations for it have not weakened, and the brand influence is still promoting consumers to continue to buy.
As a product released in the mid -2021, Huawei P50 has still sold amazing sales in the past more than a year and a half, becoming a classic case in the field of domestic flagship machines.
Whether it is to catch up with Apple, or to accumulate high -end enlistment, the folding screen is regarded as an important innovative category of high -end market transformations by various mobile phone manufacturers. As of now, major domestic mobile phone brands have launched folding screen mobile phones. However, there are still differences in the industry’s views on folding screen mobile phones. Some people think that folding screens are important milestones in the field of mobile phones and even the technology field. However, the current user experience at this stage is like a chicken rib, and its impact may only appear after a few years.
The manufacturer is obviously confident, because although the domestic folding screen market has a strong user demand and the contradiction between the choice of new products and the high pricing, the new products generally have the capacity climbing cycle, and the prospects are more optimistic. Today, the key development directions of major domestic mobile phone brands have locked the mid -to -high -end mobile phone market.
20182021 is the first round of exploration of domestic mobile phone brands to impact high -end. Almost all domestic brands choose the flagship to replace or directly launch new series or even sub -brands.
In 2022, the major domestic mobile phone brands basically completed the re -sorting of the flagship strategy. Vivo chose the main attack X series and divided it into three products: image (X), business (xnote), and folding screen (XFOLD); OPPO launched the launch搭载自研影像NPU的新FindX5系列；荣耀新发布的Magic4旗舰系列斩获了全球DXOMARK影像冠军…… 在量跌价升的趋势下，今年中国手机高端市场销量或将再次触底，却也将Welcome important breakthroughs and differentiation.
Shen Wei will call 2022 the most challenging year in the era of smartphones.
Luo Haoyuan said that the Chinese mobile phone market has fallen into the worst competition cycle in 10 years. The mobile phone companies must find the real needs and functional pain points of users in order to highlight the siege.