The price of smartphones can no longer be reduced, because of this

According to a report released by IDC recently, OPPO, Huawei, vivo, Apple and Xiaomi have become the top five in China's smartphone market, with OPPO and vivo increasing by 109.2% and 96.4% respectively.

The change in China's mobile phone market is too fast. According to IDC data, Samsung, the champion of China's mobile phone market in 2013, has fallen out of the top five in 2015. The companies that disappeared with Samsung in the top five list also include Lenovo; the 2014 and 2015 shipments champion Xiaomi In 2016, it also fell to fifth; China is most promising to become the champion of China's mobile phone market in 2016, but who would have thought that it had not yet reached the top, suddenly halfway out OPPO and vivo.

Lin Bin, president of Xiaomi Technology, said in an exclusive interview with Tencent Technology that the competition in the Chinese smartphone market is too fierce. It is expected that no one has been able to sit firmly in the position of boss in recent years.

In 2017, the Chinese mobile phone market is still full of many variables. Among them, the most important one is the general price increase, and the status of high-end mobile phones has been improved.

After the last year, LeTV's 71.9 million yuan to buy the 30-second advertising space for the Spring Festival Evening Golden Time, the 2017 Spring Festival Evening Gold Master changed to Xiaomi, winning the bid with a high price of 45.57 million yuan, and finally landing on CCTV is the concept mobile phone Xiaomi MIX advertising. This is the best mobile phone product that Xiaomi has ever launched, and it also brings new possibilities for Xiaomi to enter the high-end mobile phone market.

On the eighth day of the first month of the first month, the second day of the New Year's work, the official microblog of Redmi Mobile announced that the price of red rice 4/4A was raised by 100 yuan. The increase was due to the increase in component procurement costs and exchange rate fluctuations, resulting in a sharp increase in mobile phone costs. The previously established cost price has been significantly lower than the product cost.

It is reported that most of the important mobile phone components are quoted on the basis of the US dollar. With the continuous depreciation of the RMB since the second half of last year, the cost is rising when the US dollar is settled, and the cost naturally rises.

In fact, raising prices and strengthening high-end has become the trend of the industry. Just a month ago, Meizu also announced the price adjustment for Charm Blue Note 5 on the official website. The previous version of 3GB+16GB was raised from 899 yuan to 999 yuan, and the 3GB+32GB version was raised from 999 yuan to 1099 yuan. The increase was 100 yuan, and the price of the 4GB+64GB version did not change, still 1499 yuan.

In 2016, Meizu opened more than a dozen conferences, and it has just changed from a loss to a profitable company. In order to achieve greater profitability in 2017, it must make money on the most sold charm blue model. It is necessary to increase the gross profit.

Yu Chengdong, CEO of Huawei's consumer business, also said in his 2017 New Year speech that 2017 is Huawei's refined operation change year, and everything should be centered on profit. This means that Huawei wants to further strengthen high-end mobile phones, and mid-range machines are likely to increase prices.

Another mobile phone manufacturer, Gionee, is more daring, directly setting the price of the newly released M2017 flagship phone at 6,999 yuan, and the price of the crocodile skin private custom version is as high as 16,999 yuan.

Lenovo's vice president Chang Cheng had previously predicted that the price of smartphones in 2017 will face a full-line rise. Only after the Spring Festival, the trend of rising prices has already begun to take shape, and there are more manufacturers to follow up.

However, high-end machines still have a certain distance from the third- and fourth-tier cities. It should be noted that in 2016, OPPO, vivo and other online channels have risen strongly. The demand for smartphones in third- and fourth-tier cities has gradually been met, but most of them have purchased smartphones with more than 2,000 price points. The sales of real flagship machines are still here. Very small.

Tencent Technology visited several third- and fourth-tier cities across the country during the Spring Festival and found that the flagship machine is still difficult to popularize in the short term. In terms of functions, users in third- and fourth-tier cities mainly pay attention to the camera and battery life of mobile phones. OPPO's new slogan, let's take a shot to make "this moment, clearer", is the main camera function, but this is not the previous "charge 5 minutes, call 2 hours" advertising is deeply rooted in the hearts of the people.

Ruijin, a county-level city in Jiangxi Province, is like most cities, where mobile phone stores are concentrated in the downtown business district. Ruijin is a labor export county-level city, especially in the rural areas. Most people go out to work, leaving the elderly to take care of children. Most of the people working outside the home work on the factory assembly line. A local supervisor who has worked for more than 20 years has a monthly income of more than 5,000 yuan, and the mobile phone used is a low-end mobile phone.

Ruijin Huitong mobile phone shop is a comprehensive mobile phone shop. The sales clerk told Tencent Technology that Ruijin is basically a domestic mobile phone brand, and Samsung’s counter has been removed a lot. Domestic brands, in Ruijin are OPPO, vivo, Jinli, Huawei and Meizu, rare Internet brands Xiaomi, glory. In the local area, the number of stores will exceed the OPPO.

According to observations, it is speculated that the domestic mobile phone brand upgrades to the mid-to-high end, the challenges facing the third- and fourth-tier cities are very large. OPPO and vivo are famous all over the country. Xplay 6 is the flagship machine launched by vivo in November 2016. The price is 4498 yuan, but this mobile phone has very little sales in Ruijin. Xplay6 adopts 2PD full-pixel dual-core focusing technology. It can also focus faster in dark light. The fastest focusing speed can reach 0.03 seconds, but the flagship machine sells very little in Ruijin, like vivo X9, 2000 yuan, which is very popular in Ruijin. .

The 3,000-yuan price segment is a very important threshold in the Ruijin mobile phone market. If it exceeds this price, it will be difficult to sell. In Wanzhou, Chongqing, there is almost a similar situation. For most people, either buy an iPhone of more than 5,000 yuan, or buy more than 2,000 yuan of OPPO and vivo, and three or four thousand yuan will become a vacuum. From another perspective, this is also a mid-to-high end upgrade opportunity.

In other words, the channel war did not really end, OPPO and vivo only occupied more than 2000 price segments. In the higher price segment, in addition to Apple and Samsung, domestic brands such as Huawei, Jinli, Xiaomi and Meizu will participate in the competition.

In addition to channels, another factor that determines success or failure is the supply chain. If Xiaomi MIX can quickly achieve mass production, it will undoubtedly be popular, but people found in a good voice, when they can't buy this phone, they just have to change other mobile phones. It is reported that the ceramics used by Xiaomi MIX are consistent with the ceramics used for dental implants. The raw materials are very scarce, and the success rate of ceramic firing is less than 10%, so mass production is very difficult.

Lei Jun (microblogging) revealed in mid-January this year that after the release of Xiaomi MIX, only 100,000 units were produced. This means that Xiaomi MIX is just a product that brings word of mouth and reputation to the Xiaomi brand, and will not really make much contribution to sales and revenue.

The supply chain has always been one of the most critical factors that have plagued Xiaomi's 2016 shipments. For example, Xiaomi 5 has been delayed for a long time before the expected time period. In order to solve this problem, Lei Jun has personally received supply chain management from Zhou Guangping (microblogging). But even so, Xiaomi's mobile phone shipments in 2016 will be lower than in 2015.

But in fact, not only is Xiaomi facing supply chain pressure. Meiyong President Bai Yongxiang told Tencent Technology that Meizu also faces problems in the mass production, such as the lack of core components, resulting in delays in mass production.

"The layout war in 2017 has been opened, but many companies are still not aware of the danger." Mobile ODM manufacturer Wentai executive told Tencent Technology. Wentai is the original design manufacturer of mobile phones, which is up-to-date with supply chain technology innovations and is aware of price fluctuations and capacity. He predicted that in today's increasingly concentrated mobile phone industry, new technology upgrades will not keep up with the pace, which will lead to the fall of competition.

As mobile phone homogenization becomes more and more serious, the technological innovation of mobile phones has become the only bright spot. In October 2016, Hammer's hammer M1 mobile phone was praised for its use of the One Step and Big Bang functions pioneered by Hammer Technology. Soon after, Xiaomi Technology's comprehensive screen concept mobile phone Xiaomi MIX also won a plaudit. Since then, Glory Magic has also brought many new attempts, but since the release time is later than Hammer M1 and Xiaomi MIX, it has not received much attention.

From the perspective of technological innovation, mobile phone manufacturers such as Xiaomi, Hammer and Glory will be more competitive than OPPO and vivo, which may become one of the key factors for OPPO and vivo to be surpassed by emerging mobile phone manufacturers in the future.

But technological innovation is not just that, even on small fingerprints, there is room for technological innovation. In the field of fingerprint identification, FPC is the largest market share, and the domestic Huiding Technology and the US Xinsi want to imitate the success of FPC. In 2016, Huiding Technology's self-developed upgraded fingerprint technology, live fingerprint recognition, entered ZTE, Meizu and Gionee mobile phones respectively. The living fingerprint technology based on blood flow and blood pressure on the Jinli M2017 mobile phone is introduced as an important selling point for high-end models.

The fingerprint recognition upgrade in 2017 is not only a live fingerprint technology, but a more advanced upgrade technology IFS (full name "Invisible Fingerprint Sensor") is also being tried. The mobile phone manufacturer does not need to put a fingerprint recognition module on the cover of the mobile phone or the rear cover, but puts the fingerprint recognition module under the touch panel. Just tap the phone screen and the user can wake up and unlock the phone. Mobile phone manufacturers do not need to change the original design style, more in line with the Android user habits.

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