In 2013, China's smart phone market was particularly lively. Xiaomi's sales volume increased from 300000 to 7million and then to 18.7 million in three years, becoming one of the giants in China's mobile phone market; After two years of tossing and turning, Huawei is on track, and several products have good sales; Oppo and vivo have made great strides to keep up with the pace of smart machines and have made huge profits; Jinli products have made rapid progress and overseas markets have been well developed. ZTE, Coolpad and Lenovo also achieved good results, ranking among the top mobile phone manufacturers in terms of sales volume.
How will smart phones develop in 2014? Let's make a series of prospects. Second, let's take a look at the market trends.
1、 Big eat small, strong eat weak, smart phone competition intensifies
The new generation of smart phones started in 2007 and became popular in 2011. By 2013, they had basically replaced functional phones in the Chinese market. The penetration rate of smart phones in China has surpassed that of Britain and the United States, and the period of rapid growth has passed.
This means that after 2014, the main market will be the replacement of smart phones rather than the new purchase of smart phones. After the first use, users are already familiar with the operation mode of smart phones. When the smart phones are replaced, the requirements for experience and brand will be improved. The overall growth rate of the market will slow down, and the brand will be further centralized.
At the beginning of 2014, the competition between Hongmi and glory 3C was enough to make small brands with the same price withdraw from the market. Large manufacturers had advantages in brand, batch, capital and sales network. Large manufacturers started a price war. Small manufacturers were difficult to compete with them and had to withdraw from the market.
2、 The rise of Internet brands
From 2011 to 2013, Xiaomi's rocket like growth forced competitors to pay attention. Xiaomi's four magic weapons, dual pricing marketing, efficiency and execution brought about by flat management, Internet financing, listing and cash flow to attract talents, also caused more imitation and learning.
ZTE established the Nubia brand. The small team brought high efficiency and learned from the Xiaomi model. Nubia Z5s grabbed the 8974 network debut of the Unicom version of Xiaomi 3.
Huawei made glory independent and learned from Xiaomi's dual pricing model. Glory 3C achieved a nominal price war between 798 and red rice's 799.
Once oppo is established, the new company can learn from Xiaomi's complete set of four magic weapons.
Jinli established iuni to develop financing and also learn from Xiaomi's Internet financing.
The Internet model will become a feature of the smart phone market in 2014, followed by more brutal online price wars and product wars. The advantages of Xiaomi gradually fade.
From the experience of Xiaomi, online winners will continue to the offline market. In the future, if Yijia appears in stores and sells better than oppo, it will not be impossible.
3、 4G contract machine replacement trend
At the end of 2013, the 4G license was finally issued. For China Mobile, which has been shackled for many years, it feels like a tiger out of the cage.
The TD smart contract machine popularized by China Mobile in the first round has also been upgraded due to natural wear and tear and software upgrade. The market for this 4G customized machine will be very large.
Low price contract machines that support 4G, minimum dual core and quad core will become the mainstream of low-end in 2014. Huawei, ZTE and Coolpad will have certain sales volume. This market has high requirements for the capital chain, and small manufacturers cannot afford to play it.
4、 Hardware parameters desalination, industrial design regression
The popularity of smart computers since 2011 focuses on hardware parameters, which is equivalent to the development of computers from MMX166 to core 2. Because the low-end hardware is not smooth and fast enough to meet people's needs.
With the development of technology, the low-cost mtk6589720p screen and 8million BSI cameras are enough to meet daily needs. Higher hardware is good, but I can't feel it in daily use.
When you can't feel the progress of hardware, the low-cost and high-cost machines don't score points and can't distinguish. You can't feel the difference, and the hardware parameters are diluted. Industrial design, including appearance design and UI design, will return.
Brand positioning, advertising marketing It will have a greater impact on the value of mobile phones. A mobile phone with a beautiful appearance and accurate positioning in a low configuration will sell more expensive and better than a high configuration mobile phone without design.
