618 mobile e-commerce promotion: head brands are busy broadcasting, and small and medium-sized brands have fallen behind

 618 mobile e-commerce promotion: head brands are busy broadcasting, and small and medium-sized brands have fallen behind

Three years later, although the share of online channels has further increased, the fastest-growing manufacturers can no longer be seen in the sales list of 5g mobile phones. The flow brought by the live broadcast spring tide poured into the live studio of the head manufacturer, and the CEO personally brought the goods into the battle has become the most popular sales mode at present.

According to IDC statistics, in the first quarter of 2020, there are more than 5 major mobile phone manufacturers, more than 12 products participated in the live e-commerce sales, driving the sales of more than 100000 sets. The data of the second quarter is still in statistics, but at present, the proportion of online channels is indeed rising, and the proportion of the overall online channel has reached 35%. Wang Xi, research manager of IDC China, told the first financial reporter that the online and offline proportion of some of the top manufacturers has reached five points.

With the change of mobile competition pattern, online channel is becoming a new central battlefield.

According to a new report released by IDC, more than 23% of consumers are affected by KOL live delivery, and their purchase motivation is not their own demand for products, but unplanned consumption, which is higher among young people under the age of 30.

From the perspective of the purchase subject, young groups have always been the most intense field of collision among the top manufacturers. In a special environment, the main battlefield for cake naturally shifts to online. How to quickly allocate channel resources to launch e-commerce live broadcasting business has become the focus of the top manufacturers in the first half of the year.

Mobile phone reporter Kwai TSE has observed that smart phone manufacturers will not only shift the new product conference to the line, but also the live broadcast coverage of the new products will be broadcast from the traditional digital business platform such as Jingdong, Suning, Taobao, Tmall and so on, and gradually expand to the live broadcasting platform of tiktok, fast moving products and so on.

Whether its Xiaomis hand in hand live broadcast of new Luo Yonghao, or oppos cooperation with Weiya and lijiaqi, it shows that the private domain traffic of the anchor is increasingly valued by the head mobile phone brand.

Last May, the overall share of e-commerce was about 25%. But after a years development, the overall share of e-commerce is about 35%, and it is estimated that the overall share will exceed 40% in June.

Small and medium-sized brands are disappearing

The surge in online sales has not brought more opportunities to Internet mobile phone brands. On the contrary, due to the mobile e-commerce channel slowly departing from the rough price reduction mode in the past, most smart phone brands began to fall behind and disappear because of their own capabilities.

But that doesnt mean competition between brands can be relaxed.

According to the performance of each brand 618, apple and huami ovs top five manufacturers ate the top five mobile phone sales of each platform. According to the Jingdong Speedpost, on the day of 618, four mobile phones with a price of 1000 yuan, such as gloriously enjoy 9a and play4t, were among the top four in terms of sales. Sunings list shows that the top three mobile phone brands on the platform are apple, glory and Huawei. In terms of sales, Huawei (and glory) and apple are still at the top of the list. Xiaomi and iqoo are also ranked in the top three of the accumulated data of 618 and June respectively.

In the battle report disclosed later, glory said that it won the first title of 5g era in the day of 6.18 platform wide and cumulative mobile phone sales. Xiaomi, on the other hand, said that the sales volume of the whole platform exceeded 10 billion yuan, winning 256 first places on three platforms, namely jd.com, tmall.com and suning.com.

In addition to the mobile phone, glory and Xiaomi are also competing on the smart screen. In 618 this year, Huawei, especially glory, lowered the price to close to the traditional color TV brand for the first time. Jingdong started selling 20 seconds in the morning of the same day, and the sales of smart screen products represented by glory X1 exceeded 10000.

Consumers nerves are no longer driven by a single parameter and price, and brand and segment demand become competitive points. Li Rui told reporters that in fact, the change of online share reflects the cruel survival image of smart phone manufacturers to some extent.