In April, 2.15 million mobile phones were sold less than in March, and major manufacturers were "in a hurry"-瞭新社

In April, 2.15 million mobile phones were sold less than in March, and major manufacturers were "in a hurry"

2022-06-01

Affected by the epidemic, the domestic mobile phone market demand continues to be weak. In addition, there is no significant progress or innovation in the chip, form and function of the product, and consumers' willingness to change phones is also low. According to cinno research's monthly analysis report on China's smart phone market sales, in April 2022, the sales of smart phones in the domestic market was 17.6 million, down 21.6% compared with the same period last year and 12.2% month on month, equivalent to 380.16 fewer than last April and 2147200 fewer than this March. In April, 2022, the single month sales of smart phones in the domestic market reached the second worst single month since the outbreak in 2020, only higher than the level in February, 2020. With the poor performance of the industry, the competition with the "618" e-commerce festival as the key node is becoming increasingly fierce. From the "war ready" new products released by manufacturers recently, on the one hand, enterprises are actively increasing subsidies to lower prices, on the other hand, they are also adjusting strategies to meet industry challenges from a longer-term perspective. On May 23, CICC pointed out in its research report that with the promotion of the "618" year and the weakening of the impact of the domestic epidemic, the channel inventory may return to the safe level at the end of the second quarter. Major manufacturers prepare for "618" promotion At the end of May, the atmosphere of "618" e-commerce promotion became stronger. It is not only a critical period for manufacturers to promote sales, but also an important observation window for the end of the second quarter of domestic mobile phones. After oppo and realm started playing cards one after another, glory also joined the war with new aircraft. On the evening of May 30, Glory online released the glory 70 series, covering the price range of 2500 yuan to 4500 yuan. Compared with last year, this series of products were released more than half a month in advance, and the intention to seize the market is obvious. "The new machine was only released on June 16 last year, and the channel and supply chain have been under great pressure for quite a long time. This year, we launched (new products) at a very good time to seize the share. This is our judgment on business." Zhaoming, CEO of glory, told the media including reporters of the daily economic news offline. He also said that the "618" is in sufficient supply and will tilt some resources of the glory 70 series online. Earlier, oppo had released the reno8 series. Under the condition that the price was basically the same as that of the previous generation, oppo "decentralized" the self-developed Mariana chips carried on the high-end flagship find series, adding more hardware upgrades. In terms of folding mobile phones, oppo find n will be as low as 6999 yuan, becoming the second "6000 yuan price segment" folding product after Xiaomi. According to xuqi, vice president of realm, "618" is a very strong promotion node in the first half of the year, and the competition among various companies will be very fierce. However, in the face of pressure, he thinks that this is an opportunity for realm. "(at present), consumers will be more picky about products, and people will pay more attention to the actual expressiveness of a series of products such as mobile phone parameters and configurations." At present, there are two mobile phone brands with the title of "price butcher" in China, one is redmi, the other is realm. Xu Qi hopes that the benefits launched this year with the help of "618" will be equal to last year's sales level. It can be seen that this year's "618" product price segment mainly promoted by various manufacturers is concentrated at 2000~4000 yuan. When talking about whether there will be a "price war" in this price segment, Zhao Ming said: "glory always does not recognize the accumulation of devices. The hardware system determines the lower limit of a product, but the adjustment of the system's ability, algorithm, performance, software and many other aspects (more important), otherwise it will become a ratio of numbers and parameters to win the market. Over the years, the market does not recognize such logic, but values the experience of consumers." Adjust strategies to meet challenges Striving for "618" promotion is very important for manufacturers to improve sales and reduce inventory pressure at the same time. However, from a longer-term perspective, adjusting the business strategy is the biggest challenge faced by each manufacturer. "As for the changes in the mobile phone market, I also agree with the judgment of many analysts. This year, it must be less than 300million. However, we believe that there is no bad market and environment, but only poor strategies and responses." Zhaoming said. The glory of having recovered market share in China is seeking the development of overseas markets. Zhaoming said: "2022 is the first year of glory overseas, and we will adjust many resources overseas. This year glory has opened 16 (Overseas) markets, and will expand more every year. In this way, glory will always find its own business growth point." He further stated: "At any time, there are various uncertainties, but these risks and difficulties are fair to all brands. For glory, the more difficult point is that other brands have very complete organizations overseas, and are not in the initial stage. However, we will face more difficulties in expanding overseas. The share of glory in many overseas countries is zero, starting from zero, which is equivalent to pioneering and re starting. Some markets have started, It may even be 'hell level' (difficulty. Here is the game joke stem). However, on the other hand, the overseas market is also a huge gold mine for glory, waiting for us to explore. In the next three to five years, there will be no ceiling in our overseas market. " Xu Qi said that realm will gradually focus on precise product lines. "When the market demand is temporarily low, we should focus more on the product line of high-quality products." In terms of channels, Xu Qi has always adhered to the asset light and short channel model, and there are not many offline stores in realm. Therefore, Xu Qi pays more attention to the current popular e-commerce channel promotion methods, such as live broadcasting. In addition, in terms of operators, Xu Qi also said: "they have relatively large user replacement subsidy policies, and we need to do more in-depth cooperation with operators." Regarding the product technology trend, Xu Qi said that in the second half of this year, he was more concerned about the game crowd technically. Looking back on the past year, major domestic mobile phone brands are trying to break through and seize more market users from folding screens, self-developed chips, fast charging and other aspects. However, self-development is not a day's work, and it is still difficult to stimulate consumers in the short term. Xu Qi believes that "618" will definitely bring the sales peak in the first half of the year, but the recovery of the entire mobile phone market will be at least in the fourth quarter. "At present, it is very difficult to rely on the '618' node to raise the turning point of the third and fourth whole." (Xinhua News Agency)

Edit：Li Ling Responsible editor：Chen Jie

Source：National Business Daily

Special statement: if the pictures and texts reproduced or quoted on this site infringe your legitimate rights and interests, please contact this site, and this site will correct and delete them in time. For copyright issues and website cooperation, please contact through outlook new era email：lwxsd@liaowanghn.com

Return to home page Return to list