Towards the end of the year, mobile phone manufacturers are more and more enthusiastic about launching medium and low-end mobile phones. "The mobile phone industry seems calm these days. Except for the Google pixel6 series, there is little news about the high-end mobile phones. However, the middle and low-end mobile phone industry has been crazy. The Qualcomm 778g model with the gear of 2000-3000 yuan has been forcibly pressed to the thousand yuan by OV." Gong Lei excitedly told wired insight that many mobile phones are on sale near the double 11, He is going to buy a mid-range machine as a spare. Golden nine and silver ten is originally the peak season for the release of new mobile phone products over the years. Coupled with the approaching of double 11, major mobile phone manufacturers hope to further run horses and enclosure at the sales nodes before the end of the year with the help of new products or promotional activities, so as to seize the first opportunity for market competition next year. Two days before the start of the first wave of pre-sale period (October 20), vivo launched four new machines - s10e, T1, t1x and iqoo z5x. S10e did not hold a press conference, so it was directly pre-sale on the official website and quietly put on the shelves. Vivo T1 series, tuyuan vivo official microblog In addition to vivo, many other manufacturers also released new machines on the 20th, such as oppo K9s and redmi note11 series. A few days later, glory play5 was also officially launched. Even LETV and Coolpad, which have no voice in the market, have announced the restart of the domestic mobile phone market not long ago. They are also aiming at the middle and low-end market. Realme's intention is more direct. On October 19, Xu Qi, vice president of realme, said bluntly at the launch of new products of true self GT Neo 2 series, "this year is the first year of realme's outbreak in China. This double 11, realme will hope to sprint ten million sales in China and strive to achieve its annual goal ahead of schedule." It is no exaggeration to say that this year's double 11 mobile phone market is a battle between thousands of Yuan machines. Contrary to the competitive situation between medium and low-end phones, the new phones released in the domestic mobile phone market were still dominated by high-end models in the first quarter of this year. Wang Zhiqin, vice president of China Institute of information and communications, also said in his speech at the 5g innovation and Development Summit Forum of China International Intelligent Industry Expo in 2021 that from January to July this year, the trend of 5g mobile phones moving towards the middle and low end appeared, and the share of 5g mobile phone shipments below 2000 yuan increased to 39%. Since the sharp decline of Huawei's output value due to sanctions, Xiaomi, oppo and vivo have actively shipped to the high-end market. However, the sales volume of the high-end mobile phone market of these major manufacturers is not as high as expected by the channel providers, coupled with the shortage of semiconductor supply, therefore, the high-end mobile phone market is not lively, but the middle and low-end market is more crowded. At present, the main purpose of manufacturers' intensive release of 1000 yuan new machines is to rush sales and fight for performance, because the fight of high-end machines alone can not account for much benefit in the market for the time being. In the next few months, mobile phone manufacturers will also launch a new round of fierce competition around medium and low-end mobile phones. How many mobile phone manufacturers can successfully complete this year's KPI by relying on medium and low-end mobile phone sales? 1. Near the end of the year, the middle and low-end mobile phone market is more lively The critical moment for mobile phone manufacturers to sprint KPI has come. According to market practice, the fourth quarter of each year is the key node for mobile phone manufacturers to release promotion plans and release new machines. Therefore, double 11 has become an important battlefield for mobile phone manufacturers every year. Compared with the beginning of the year, all brands rushed into the high-end market one after another. By the end of the year, all brands turned to the medium and low-end market. Even players such as Coolpad and LETV, who have disappeared for a long time, also chose the medium and low-end market after their return. Zhang Yang, a senior analyst at Beijing boruiheng Consulting Co., Ltd., explained in an interview with China business daily, "the recently released medium and low-end mobile phones are impulse models of mobile phone manufacturers. The strong discounts for new models can highlight the price reduction and stimulate consumers' desire to buy. At the same time, major manufacturers have launched new machines and reduced prices, which also has the meaning of resisting the upgrading and price reduction of apple iphone13." Since the second quarter of this year, mobile phone manufacturers have successively released a number of medium and low-end mobile phones. The 2021 Q2 China smartphone industry network focus analysis report released by the micro hotspot big data research institute shows that the new smartphones released in Q2 in 2021 are more concentrated in the middle and low-end prices. In the proportion of new machine release price, there are many models below 2000 yuan, accounting for about 33%; The second is the model of 2000-3000 yuan, accounting for about 25%, and the model of 3000-4000 yuan accounts for about 22%. It can be seen that from the second quarter, all smartphone brands have made efforts in the medium and low-end market. Q2 mobile phone market is dominated by medium and low-end phones, and tuyuan micro hotspot research institute In particular, Xiaomi ov, as the "overlord" of the medium and low-end market, also moves constantly. According to the market monitoring service data of market research institution counterpoint research, vivo became the top brand of mid-range 5g mobile phones in the second quarter of this year, accounting for 30% of the global market share, of which the Chinese market contributed 90% of the shipments. Oppo ranks second with a market share of 23% in mid-range 5g smartphones. According to incomplete statistics from wired insight, since the second half of this year, vivo has successively launched four medium and low-end models such as s10e, T1, t1x and iqoo z5x. Oppo has launched two medium and low-end models such as a93s and K9s, which are mainly for e-commerce channels. Xiaomi has specially launched Xiaomi civi for the female market, and Huawei is also a nova9 series mainly for the female market. In terms of specific configuration, Xiaomi civi, Huawei nova9 series, oppo K9s and vivo T1 all use Xiaolong 778g, a new generation 5g mid-range processor configured with Qualcomm. The advantage of this chip is that the power consumption is low enough and the price is lower. Therefore, it is selected by many midrange computers. The vivo s10e, vivo t1x and iqoo z5x are equipped with a new generation of high-end chip Tianji 900 of MediaTek; Only oppo a93s is equipped with MediaTek Tianji 700 (strictly speaking, it is the lowest processor in Tianji family), and the chip processor is the weakest. In terms of screen, oppo a93s, oppo K9s, vivo T1 and iqoo z5x all adopt LCD screen, Xiaomi civi, Huawei nova9 series and vivo s10e adopt LED screen, and vivo t1x adopts FHD screen. Compared with the LED screen used in general mainstream mobile phones, the LCD screen has a lot of decline in color display naturalness and softness. As for the FHD screen, the 100 yuan machine can also be used, which is also in line with the medium and low-end market positioning of vivo t1x. In terms of positioning people, Xiaomi civi is a special mobile phone for female users. From the data, Xiaomi, which started with cost performance, is more favored by male user groups. According to the "smart phone smart Hardware: 2019 report on the purchasing power of Chinese Internet users" released by Penguin research, men occupy a dominant position in the proportion of Xiaomi users, accounting for 61.8%, and women only account for 38%. Xiaomi civi, tuyuan Xiaomi official website The Nova series mobile phones launched by Huawei are also to solve the problem of the imbalance in the proportion of male and female users. In this way, Xiaomi civi is more like fighting against the existence of Huawei nova, oppo and vivo. Therefore, for today's Xiaomi mobile phone, it is also a key step to realize the balanced development of the proportion of male and female users as soon as possible and make Xiaomi mobile phone take off further in the female market. Interestingly, the new machine press conferences of oppo and vivo no longer highlight the inherent female elements, but emphasize performance. For example, oppo K9s press conference continued the consistent hard core performance of K series, focusing on good game frame rate performance, hyper boost game acceleration engine and stepless frame stabilization technology set for gamers. It can be seen that Xiaomi is competing for female users of OV, and ov is also competing for male users of Xiaomi. In addition to chips, screens and user groups, there is little difference in other configurations of medium and low-end models. For example, most of them are post shooting and three shooting, equipped with 5000mAh high-capacity battery, with a refresh rate of 120Hz and support for 44w fast charging. The price is concentrated in the range of 1500 yuan to 2500 yuan. It should be noted that perhaps in order to seize the low-end market ceded by Huawei and glory, all mobile phone manufacturers also include the functions of 5000mAh, 120Hz, support for fast charging and other high-end models into these medium and low-end mobile phones. In contrast, the battery capacity of the iPhone 13 series is only 4352mah, and only supports 20W fast charging. In addition, many mobile phone evaluation bloggers pointed out on the social platform that although these mobile phones have high cost performance, their products are not innovative. For example, vivot1 is the taowa version of iqooz5x, and oppo K9s is the taowa version of realmeq3s. The so-called "taowa", that is, the old model is put on the shelves again with a different name and appearance. In the case of convergence in configuration and low brand potential, each company can only rely on price war or the number of new products, and strive to obtain more users while strictly preventing sticking to its own market share. 2. The middle and low-end market is the revenue weapon of mobile phone manufacturers There is no mobile phone manufacturer and no high-end dream. In 2016, the explosion of Samsung mobile phone made the domestic camp "huami ov" begin to harvest the market gap left by this international giant. However, in the next three years, only Huawei can really stand in the high-end camp except apple. According to the IDC report, in the first half of 2020, the total sales volume of domestic high-end mobile phones (more than 4000 yuan) was 23.5 million. Huawei ranked first with 44.1% share, while Apple ranked second with a weak gap, accounting for 44%. Both occupy 88.1% of the domestic high-end mobile phone market share. The market share of high-end mobile phones of many other mobile phone brands is only 11.9%. Xiaomi ov has actually been trying to break through the high-end market. After all, compared with the middle and low-end market with cost performance, who can get the voice of the high-end market means getting more market space, more single machine profits and higher brand value. However, they have been unable to break through the defense lines of Huawei and apple, and even the living space of Xiaomi ov has been further reverse compressed. This is the public cry of Lei Jun two years ago, "I hope you can support younger Xiaomi like supporting Huawei". Until 2020, after Huawei's development was limited and glory had to be "independent", China's mobile phone market experienced another change. As Yu Chengdong, who is in charge of Huawei's consumer business, lamented in his circle of friends in April, "the domestic market of Huawei's mobile phones and tablets has been ceded to apple, the middle and low end to oppo, vivo and Xiaomi, and overseas to apple, Samsung and domestic peers." Yu Chengdong, CEO of Huawei consumer business, tuyuan Yu Chengdong's personal microblog According to the quarterly mobile phone tracking report recently released by IDC, among the domestic mobile phone manufacturers in China's smartphone market in the second quarter of 2021, Xiaomi ov jumped to the top five in market share, and Huawei has been classified as other mobile phone manufacturers. It is worth noting that China has surpassed the United States to become the largest single market for Apple's iPhone, and the United States has fallen to second for the first time in history. According to wired insight, in the first quarter of fiscal year 2021, Apple's revenue in Greater China reached US $21.313 billion, a year-on-year increase of 57.0%. In the second quarter, the growth was more exaggerated. Apple's revenue in Greater China reached US $17.7 billion, a year-on-year increase of 87.5%. Specifically, the share of retail stalls in the domestic mobile phone market. According to the data released by the well-known blogger @ anhudu governor Shi, who has long released the retail data of China's mobile phone market, the high-end market with more than 5000 yuan is still dominated by apple and Huawei, forming a duopoly pattern. In Q1 2021