Until the end of the third quarter, Huawei had nearly 45% of Chinas mobile phone market. However, the sudden changes in the international situation have disrupted their rhythm.
Although many users are waiting for Huawei to solve the chip supply, if it lasts more than half a year, they will inevitably be unable to help leaving. Chen Feng, deputy general manager of Fujian Branch of Tianyi Telecom Terminal Co., Ltd., reluctantly told interface news that they needed a better guarantee.
According to the data of canalys, an international market research organization, in the third quarter of 2020, Huawei shipped 34.2 million mobile phones, which is still in a leading position. However, its domestic mobile phone shipment fell for the first time since 2014, and its market share fell to 41.2% from 42.5% in the same period last year.
All the channel providers interviewed feel sorry for Huaweis experience, but in the face of consumer demand and commercial interests, it is urgent to find a replacement for Huawei.
Huaweis lost share of mobile phones should be recovered from other mobile phone brands. The person in charge of a large-scale mobile phone store in Shandong told the interface news reporter.
Jia Mo, an analyst at canalys, said bluntly, Whoever can gnaw down the lost market of Huawei will be the number one in China.
A new round of competition has begun.
Selling high-end machines in China works
Judging from the current sales volume, in the price range of $200-600 (1500-5000 yuan), it will be the key area of the new round of mobile phone market competition.
All the channel providers interviewed said that because Apple released the iPhone 12, it was able to achieve a share of more than 5000 yuan in the fourth quarter, and the competition in the low and middle end was dominated by oppo, vivo and Xiaomi.
In addition, the 3000-5000 yuan price range is the most fierce battle for each mobile phone manufacturer.
Jia Mo said that in the second quarter of 2020, China became the worlds largest high-end mobile phone market, with an average price of nearly $400, higher than many Western European countries. This shows that there are a large number of high-end consumers in China, and it is feasible to sell high-end machines.
Whether for channels or manufacturers, high-end machines are better choices - not only higher profits, but also can enhance consumer loyalty, to a certain extent, achieve twice the result with half the effort.
In addition to the head brand, some waist brands have also become channel partners. For example, the above-mentioned Fujian Telecom channel has added Samsung, Yijia and realme in the price range of 3000-5000 yuan.
Chen Feng believes that Samsung is a distinctive manufacturer with high recognition in China and can realize self-sufficiency of components in the whole industrial chain. More importantly, Samsung has launched a return to China plan internally.
In contrast, Yijias playing method is a bit like apple. It only produces two high-quality products a year, and the card is in the price range of 3000-5000 yuan. With online and overseas popularity and the products user reputation, Yijia has become popular in China. In high-end mobile phones, one plus (mobile phone price) is the price range of gold. Chen Feng said.
Sunings data shows that during this years double 11, the sales volume of Android phones in Sunings online channel at 3000-5999 yuan were ranked third, only after Huawei and Xiaomi. Plus, the sales volume in the second half of the year increased by 152% compared with the first half of the year, and it is expected to increase several times next year. Suning mobile phone business brand head said.
In Jia Mos view, channel providers are trying to find new partners, on the one hand, it is because Huawei, on the other hand, the channel has a very big point of interest, because negotiating with emerging brands may bring better profits than before.
For operators, brand richness will be a better guarantee for the supply chain. Chen Feng said.
The above Shandong channel director is more realistic, if we earn 200 yuan for product a and 300 yuan for product B at the same price, I will definitely push product B next year. Profit is very important to the channel. I suggest that those manufacturers who do offline channels for the first time should first protect the profits of channel operators.
China is No. 1, probably the top three in the world
Xiaomi is the first mobile phone company to benefit significantly after Huaweis crisis.
In the third quarter of 2020, Xiaomi, as the only domestic mobile phone manufacturer with an annual growth of 19%, delivered 10.5 million smart phones and narrowed the gap with the top three.
From the average sales price, millet has a significant share growth in the price range of $200-400 and above $600.
Another company that wants to seize the opportunity is oppo. In April this year, oppo announced the appointment of vice president Liu Bo as the president of China, which strengthened the strategic position of China market. In September, oppo proposed that the global sales volume in the second half of the year is expected to increase to 100 million units on the basis of the previous data, and the sales volume in China is expected to increase by more than 30%.
Yijia wants to break the circle in the Chinese market. In April of this year, Liu zuohu, CEO of Yijia mobile phone, appeared at Luo Yonghaos live selling scene and sold his new mobile phone in the most popular way in China. In the past, Yijia was mainly popular in North America and India.
In the past, there was no special line to pick up people. Recently, there was a docking. I think it will be the dark horse of next year. The person in charge of the above-mentioned Shandong channel business said that with the addition of new products, it obviously pulled away some customers in the price range of 3000 yuan to 5000 yuan, which basically belonged to Huawei.
As a sub brand of oppo, realme announced its return to the Chinese market as early as may last year. It was first established in India, with rapid sales growth, mainly for medium and low-end users.
Compared with the sudden advance of the above brands, vivos performance in China is more stable. As of the third quarter of this year, vivo has been the second largest market share in China for eight consecutive quarters.
After being sold by Huawei, glory is also stepping up preparations for the war. In addition to obtaining a number of channel business shares, glory also continues to increase the development of offline channels. According to Ren Zhengfei, glory should be Huaweis strongest competitor..
Huaweis competitors will try to fill the channel gaps they have set aside in the fourth quarter and scramble to take over Huaweis advertising and retail resources. Jia Mo said that if a mobile phone brand becomes the number one in China, it means it is likely to be the top three in the world, which is also the main consideration for mobile phone manufacturers to follow up.
There wont be a second Huawei
Huaweis success in the Chinese market stems from the mate7 series a few years ago. At that time, Huawei had been able to achieve independent chip research and development, and had been investing in the brand for a long time. In addition, the Chinese government advocated independent and controllable information security, and the impact of changes in the international situation, which pushed Huawei mobile phones to the peak.
Nowadays, the mobile phone industry generally believes that product force, channel ability and brand ability have become the three major factors for the success of mobile phone companies.
As far as the current domestic mobile phone manufacturers are concerned, the product force and channel power have almost reached the full grid, only in terms of brand strength is insufficient.
Jia Mo takes apple as an example. Android manufacturers will not lose to apple in terms of products. In terms of channels, OV and Xiaomi are definitely better, but the brand is the worst.
At present (in the face of) the new pattern of international relations and the innovative concept of domestic science and technology, consumers not only value domestic brands, but also have more requirements for core technologies (such as chips). However, for domestic manufacturers other than Huawei, this will take some time. Chen Feng believes that todays competition in the mobile phone market can only be the growth in the gap set aside by Huawei, and it is relatively difficult to completely copy Huawei.
How to occupy users minds outside Huawei and apple has become the core challenge for many domestic mobile phone brands.
In the past month, oppo has put forward good innovation and released a technology driven folding screen conceptual product. Vivo also updated the new system originos, trying to make up for the shortcomings of the mobile phone software track and enhance its comprehensive strength. Including manufacturers, supply chain, channel business are increasing their power to meet the challenge.
In the next year, Chinas mobile phone industry obviously needs a more fierce new battle.
Source: editor in charge of interface news: Chen Hequn_ NB12679