"My" changing anxiety ", too many choices are equal to no choice"

Text | Intelligence Relatration

Author | Xu Shu

In order to change the new mobile phone, I asked the 12 post -90s friends around the surrounding 90s. I really did n’t know. I was frightened. Of the 12 friends, 10 people used iPhone. Essence

Although the 12 random sampling is not enough to summarize the whole picture, it has surprised me. Because of the work, friends around you come from different circles. This group of young people is usually the most supporting Chinese goods. When the good "domestic goods are stunned", why do so many people lose their "preferences" for domestic goods when they need to invest in real gold and silver? Or is smart phone a special category?

Some people say, "My laptop is MAC, the headset is also apple, the ecology is tied to death, and it is impossible to buy other mobile phones." Some people said, "You can not buy Apple, but the premise is that there is a more stable and smoother mobile phone than Apple. System. "Some people even said," He almost lost his job because of the stuck in the Android system. "

In 2022, why is the domestic mobile phone brand not be seen, at least in the mid -to -high -end market? In the environment of Huawei, can the high -end road of domestic brands be opened?

Really bad domestic mobile phones? Or is Apple too fragrant?

The Huawei Mate20X in my hand has been strong for almost 4 years, and the Baihong Meng system is given. Now the mobile phone is almost different from the new machine. However, some configurations can no longer keep up with the more refined mobile game needs. For the perfect tour (original) drama (God) experience, I have the idea of ​​changing mobile phones.

Just change what kind of mobile phone, and various friends around me and say to me more than once, "Is it better to change the iPhone, 13 isn't it fragrant?" Of course, this is not used for me who has never used the iPhone, plus the withdrawal, plus the with With a little paranoia of "domestic mobile phones?" Began to seek answers.

"What else will I choose except Apple? I really don't know. I have been using Apple that I have been using in the 4S period. I changed 6, 8S, 12, and 13 I have been in use for more than ten years. Basically, each machine can be used. For 2 or 3 years, to be honest, I can't find a reason not to use Apple now. "When a friend asked about changing the needs and choices, he said so.

"Besides, now my laptop is MAC, and the headset is also apple. The ecology is tied to death. Change mobile phones means that other hardware must be changed. It is not necessary."

Another friend will choose Apple because of the mobile phone that he almost lost his job. "Before using Apple, I also used Android. From the early cottage machines to the later Sony and Samsung, it was well known that the previous Android system was not on the previous Android system. Stable, the system will be stuck seriously in about a year or two. "

"At that time, the Samsung I used to use the machine to start stuck in two years. A company project survey sent me to the country, because it was a relatively urgent project, I had to use video software to report to the company's leaders. At that time, the entire project team at that time And the two biggest leaders of the company are waiting for me online, but at that time my mobile phone card collapsed, and video software could not be opened anyway. You can see that the information is constantly popping up, but you can't order , I can see the phone call, but I ca n’t pick it up, or even shut down. I ’m cold and sweat in the hotel room alone. After I rushed to the front desk of the hotel, I borrowed my mobile phone to log in to the staff. 15 minutes, 15 minutes is really comparable to the nightmare. The next day I returned to the company, and my boss was scolded for half an hour. I said that I did not prepare in advance. Apple 7, the old phone was smashed by me directly. "

Similarly, there are still a lot of the system to choose Apple. "You can not buy Apple, but the premise is that there is a mobile phone system that is more stable and smooth than Apple, at least so far. Of course, I will choose Apple because of the system. His balance, like I started to switch to a game short video blogger last year, I need to play some games often and then make short videos. Now there are 3 mobile phones, one apple 13, one Honor 50 and one Realme GT, Apple 13 is my life mobile phone. The reason why buy glory and Realme is a systematic partition. In addition, it is to see the performance of their main game mobile phone. , To meet the needs of my battery life for a long time, if you use Apple mobile phones, you may need to charge for half a day. However, I can’t find other highlights except this. For example Stability still has no Apple strong, and other functions such as photography and camera are even more unbearable. "

"Of course, you will say how can more than 2,000 mobile phones compare with 4 or 5,000, but not only more than 2,000 cannot be compared? Now the flagship machines of domestic brands start 4 or 5,000. When the price is better than domestic brands, why not choose Apple? "

Domestic brands and "bucket machines" apples with "savvy knife method"

Speaking of the price, it is almost the most criticized place for domestic brands. There is even a strange discussion on the Internet that "cannot afford red rice to buy apples". Compared with the average price of 5000+, the Snapdragon 8GEN1 processor, Samsung Galaxy S22, equipped with a 5 -megapixel camera, currently has the lowest price of only 3599, even 8+256 versions only need 4699.

Looking at it again, the current minimum price of Apple 13 has a minimum price of the platform and has fallen below 5,000. This is why a large number of users currently think of Apple 13 incense. Compared with the price of 7,000 or 10,000 yuan, the latest will be the latest. Apple flagship mobile phones even give people a feeling of "taking advantage". There will be a large part of the reason for this feeling. It is also from the "precise knife method" of domestic brands. In order to achieve "eating", the current domestic brands have a clear division on the product line. The price of 2,000 yuan, the price of the main game, the three thousand yuan interval with a better configuration and a better flagship series. The rich product line seems to give consumers a lot of choices, but in fact, this will only make consumers more It's hard to start.

For example, some users at the beginning of the game performance, but I found that adding a few hundred can find a stronger image system, add a few hundred and get a larger memory, plus it to find that it can always be found that it can always be in Another brand can buy more attractive but at the same time, and at the same time, there is a lack of configuration, and the price is 4 or 5,000, so why don't you choose an apple without highlights but no regrets? A "bucket machine" became the best choice.

The more the possibility of choice, the easier it is to make users doubt about their choices. For example, when there is only one road in front of it, most people will go unswervingly; when there are multiple roads in front of them, they will be confused. It is not unreasonable to play a new model of Apple a year.

Buying a mobile phone now is like visiting the flower market, it is easy to make people look eye -catching. Not to mention the comparison between different brands of flagship, the internal volumes between different series of different series of brands are also very serious.

In April to May this year, Vivo held a total of five conferences, and released Vivo X Fold, IQOO NEO6, vivo S15E, vivo X80/Pro and S15/Pro series. Repeatedly extended. Except for X FOLD is a folding screen phone, the price range of IQOO NEO6 and S15 are basically the same as 2800-3300, and the S15 Pro has a partial price overlap with X80, and only the X80 and X80 Pro series series will be. Nine different prices were out of the knife, from more than 3,000 to nearly 7,000 thousand. It is inevitable that people will have difficulty in choosing the previous choice. Coupled with hundreds of choices of more memory? After adding it, I found that the top matching price has been 6699. At this time, will consumers want to not just add hundreds of buying a hundred iPhone 13 Pro?

Vivo is not the only "machine sea" practitioner. OPPO has also released many series of products including K10/Pro, FindX5/Pro, Reno8/Pro/Pro+and other series of products from March this year. Action, there are already a number of Xiaomi mobile phones that have passed 3C certifications, such as the just -released Xiaomi Mi 12 Ultra, Xiaomi 12S, Xiaomi 12S Pro and many other flagship models. Some institutional data statistics, in March of this year, 44 new mobile phones in the domestic market, of which 43 were domestic brands.

However, from the results, the rich product line has not brought any new incremental increase in the domestic smartphone consumer market. According to previous Counterpoint data, China's smartphone sales in the first half of 2022 have fallen for 10 consecutive weeks, and Apple is still stable in stability Sitting in the first place in the market, during the 618 event of this year, the total sales of domestic smartphones reached 14 million units, a decrease of 25%from last year, but Apple's sales reached 7 million units, accounting for half of the sales volume.

"High -end machines" cannot support the high -end market

In the past two years, all domestic mobile phone brands have focused their attention in the "high -end market". They want to be the next Huawei, but what about? At least from the perspective of the industry, especially on the basis of the market share this year, many industry participants are not optimistic about the "high -end" of domestic brands.

Last year, an article on the Internet called "Falling Huawei, Full of Apple", which received widespread attention. Yu Chengdong also personally commented, saying that "Huawei's share in the high -end mobile phone market is mainly given to Apple."

Today, Apple has increased from 57%of Q1 last year to 62%of Q1 this year, and has exceeded 60%of its share. The high -end process of domestic brands is getting faster and faster, but the proportion is less and less. What is this?

Some dealers said in an interview with the media that "the old users of the Huawei P and Mate series are constantly postponing the replacement plan. They want to change the new machine, but if they do not want to use an apple, they will not choose.

Not long after the Glory Honor 70 series conference, Honor CEO Zhao Ming bluntly said in an interview: Apple mobile phones are still unique in the domestic high -end mobile phone market.

To put it bluntly, high -end smartphones are like luxury goods. Why are luxury goods luxury? Is it really a product? Of course, it is important, but "let you believe that I am a luxury" is also very important. So it is worth it.

Once consumers believe that domestic brands cannot represent high -end smartphones in China, even if the price is high, no matter how powerful your product is, then you can't represent it. Under the premise of lack of independent chips and independent systems, domestic mobile phone brands impact with high -end high -end prices are undoubtedly a wrong choice. Overall, Apple can play but also limited. At present, for non -Apple ecological users, the most attractive is the price. However, in some users, "changing" is still a problem, because there are too many similar choices.

Looking back, most of the high -end flagship fields choose Apple. Domestic brands lack too much differentiated configuration, homogeneous ability, similar prices, and there are not many surprises. It is equivalent to no choice.

Just like Honor CEO Zhao Ming said: In the high -end flagship market, the competition of hardware "inner rolls" has intensified. In terms of performance and video dimension, the hardware stack has become more and more intensive. The pattern is naturally intensified.

At present, the global smartphone market has continued to decline. In the first quarter of this year, the domestic market continued to lag behind the global market. Only 75.6 million units were shipped, a year -on -year decrease of 18%, and 13%month -on -month. Earlier, the data released by GFK predicts that the sales of Chinese smart phones in 2022 may only be 300 million units, the lowest in the past ten years.

In addition, according to domestic operators' terminal reports on the Internet, the Chinese user replacement cycle has been extended to about 30 months in 2021, which is significantly prolonged compared to the 18-month cycle from 2014-2018, and domestic brands are trying to use machines to use the sea of ​​machines to come to the sea of ​​the sea Does the wave of changing the machine play a role?

Of course, we are not fully denied for domestic mobile phone brands. Whether it is Vivo's self -developed chip V1+or OPPO's Mariana Marisilicon X, it shows the efforts of domestic brands in the research and development of autonomous chips. It is also reported that OPPO plans to be in 2023. The self -developed mobile phone AP processor is launched in the year. This AP chip is similar to the Apple A series chip (excluding the baseband part), and in 2024, it will launch a mobile phone SOC that integrates 5G basebands.

But the road still has to go step by step. In this year when Apple and Samsung can let go of the body, domestic mobile phone brands do not need to insist on playing high -end at high prices. Apple returns to the domestic market for six years. The price of other flagship products is also key.

As for the need for changing machines, but the next mobile phone does not know what to change, it is rumored that Huawei Mate50 will be announced in September. Maybe you can look at it.

*The pictures of this article are from the Internet

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