Folding screen mobile phone rivers and lakes: Huawei reinforced the city wall, Xiaomi rises up to catch up

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Although the folding screen mobile phone is not a new thing, for most people, the folding screen mobile phone folded up is a mobile phone. It is still very novel to turn on the "small tablet".

Relevant note is a good thing, because mobile phone manufacturers have to face a cruel reality, that is, the iteration efficiency of the smartphone market has been the iteration efficiency, but the product innovation has been reduced, so that young people are unwilling to change their mobile phones, and they are unwilling to change their mobile phones, and they are unwilling to change their mobile phones, and they are unwilling to change their mobile phones. The reduction of the frequency of the machine directly affects the sales of mobile phone and affects the benefits of mobile phone manufacturers.

In this context, more and more mobile phone manufacturers have made the folding screen mobile phone market, trying to wake up consumers' desire to buy machines with different "gameplay". As of now, among the mainstream mobile phone manufacturers, Samsung, Huawei, Xiaomi, OPPO, vivo, Motorola and other manufacturers have launched folding screen mobile phones, and a vigorous folding screen dispute is coming.

Folding screen mobile phone enter the fast lane

Some people say that the folding screen is the future form of a smartphone, because the folding screen solves the problem of large -volume large screens, and folding mobile phones are a new form. There is a lot of innovative design space to meet consumers diversified Personalized purchase needs will naturally be favored by consumers.

The same is true. Under the weak environment of the domestic mobile phone market, the folding screen mobile phone has emerged, showing the appeal of new technologies and new products.

According to market research institutions, Counterpoint data shows that in the first quarter of 2022, the global smartphone market shipped 326 million units, a year -on -year decrease of 8%and a decrease of 12%month -on -month. According to data from China Xintong Institute, from January to April, the total number of mobile phone shipments in the domestic market was 87.425 million, a year -on -year decrease of 30.3%.

The demand for mobile phone consumption has continued to weaken due to the epidemic. The trend of atrophy of the mobile phone market is obvious. The subdivided folding screen mobile phone has shown a high -speed growth trend.

According to the report of the research institution DSCC, in the first quarter of 2022, the total shipments of the global folding screen smartphones were 2.22 million units, an increase of 571%over the same period last year, and the shipments increased by nearly 6 times year -on -year. At the same time, DSCC said that folding screen mobile phone products will usher in a sharp expansion in 2022, and it is expected that global shipments will increase by 107 % throughout the year to 16 million units.

Folding screen mobile phones are not inseparable from the improvement of flexible folding screen technology. At the same time, mainstream mobile phone manufacturers have successively launched the first folding screen mobile phone, which is conducive to the popularization of folding screen mobile phones to a certain extent. Each manufacturer has deeply cultivated the folding screen mobile phone market, improving research and development and production efficiency, and reducing product prices, which will inevitably promote the growth of the folding screen mobile phone market

In foreign countries, Samsung Folding screen mobile phone GALAXY Z-Flip 3 sells hotly, driving the growth of global folding screen mobile phone sales. In China, the sales volume of Huawei Folding screen mobile phone Mate XS 2 is increasing. In May this year, it won the first domestic sales crown.

There is no doubt that the recognition of folding screen mobile phones at home and abroad is increasing, and the folding screen mobile phone will usher in a period of rapid growth. It should be noted that the requirements for the manufacturing process of folding screen mobile phone are high, which tests the research and development level of mobile phone manufacturers. In addition, the price of high -end models is high -end models, and the low -end market is relatively blank. Mobile phone manufacturers need to develop.

Huawei reinforce "city wall"

Huawei is the leader of the domestic folding screen mobile phone track and the beneficiary of the folding screen track. As early as 2019, Huawei launched the first folding screen mobile phone Huawei Matex. In recent years, the five -generation folding screen mobile phone has been launched.

In terms of sales, Huawei's folding screen mobile phone sales are the number one in the country, the world's second, and this scale advantage will continue. Network data shows that in May 2022, the top three sales of folding screen mobile phones in the Chinese market came from Huawei, including Huawei Mate XS 2, Huawei P50 Pocket and Huawei Mate X2.

In terms of technology, Huawei focuses on solving problems such as "heavy fuselage, screen creases, and fragile screens". It has made great breakthroughs in light and thin screen performance. Taking Huawei Mate XS 2 as an example, the weight of the whole machine is only 255 grams, and the screen flatness is increased by 70%compared to the Mate XS.

The upgrade of product performance attributes to Huawei's emphasis on technology research and development. It is understood that Huawei's "Super Materials Lab" has the only full -scale production line built by the industry's only manufacturer, including 9 major production equipment and 12 categories of monitoring equipment, which covers an area of ​​1,000 square meters. This production line is not used for mass production. It is just for the research of materials to break the industry's leading MIM materials.

There are many praises about Huawei Folding screen mobile phones, such as the only manufacturer in the industry with three types of folding screens that have gathered inner inside, external folds, and vertical folds; ... All kinds of praise reflect Huawei's leading position in the folding screen mobile phone market.

Huawei has established the "Super Materials Laboratory" to laid a solid technical foundation for product innovation. The long -established high -end brand image is also the key to consumers.

High -end models are mainly for elites and high -end people. These groups of people have higher requirements for product performance and value the precipitation of brand culture and the ultimate service experience. As a "light of domestic goods", Huawei insists on creating a quality -oriented flagship model. Fans have high loyalty.

In the investigation data of Irai Consulting in 2021, Huawei's folding screen mobile phone with a 4.51 -point folding screen mobile phone satisfaction is the first, and the upper mobile phone brand of 44.3%of the folding screen mobile phone is also Huawei. It can also be seen that it can also be seen Huawei mobile phones in the high -end mobile phone market. Although Huawei ’s leading position in the domestic folding screen mobile phone market, other mobile phone manufacturers are difficult to shake in a short time, the reputation and sales of Samsung Folding screen mobile phones in the global market are better than Huawei. At present, the global folding screen market share is "Samsung Seven, Huawei Second". Huawei is very difficult to tie or even overtake.

According to the report of the research institution DSCC, in the first quarter of 2022, Samsung occupied a dominant position in the folding screen mobile phone market, and its market share reached 74 %. Samsung Galaxy Z-Flip 3 was still selling well. The second place is Huawei, and its folding screen mobile phone products account for 20 % of the market in the first quarter.

In short, Huawei has established barriers in technology, products, and word -of -mouth in the folding screen field. Other domestic mobile phone manufacturers want to get a share in the folding screen mobile phone market, and they also need to make huge funding to develop new products, in technology, products, services, etc. To make differentiation and consolidate brand competitiveness.

Xiaomi accelerates chase

On the folding screen mobile track, Xiaomi is late, and can only accelerate the pioneers of the industry.

In 2021, Xiaomi officially released the first folding screen mobile phone MIX FOLD. The starting price was 9999 yuan. Xiaomi MIX FOLD's release time was two years later than Huawei's first folding screen mobile phone, and due to the poor product reputation, the price dropped sharply by thousands. High -end models were labeled with "cost -effective", and quickly withdrew from the purchase options of elites and high -end people.

After a year, the media broke the news that Xiaomi new machines with 22061218c and 2206123SC officially passed 3C certification. The former was Xiaomi's second -generation folding screen mobile phone -MIX Fold2. Xiaomi folding screen MIX FOLD 2 uses new hinge and new screen technology, equipped with Qualcomm Snapdragon 8+ flagship processor ... It is expected to be released in July this year.

From the first -generation folding screen mobile phone to the second -generation folding screen mobile phone, Xiaomi's ambition to bet on the folding screen is self -evident, and the folding screen mobile phone is known as the highest technical smartphone today. I believe Xiaomi will continue to add a folding screen mobile phone market.

The folding screen of mobile phone manufacturers is compared with comprehensive strength, and the brand's comprehensive strength is concentrated in technical strength, supply chain, product line, profitability, etc., so what is the chance of Xiaomi for comprehensive strength?

In terms of R & D, Xiaomi intends to invest more funds into R & D activities to improve corporate product innovation capabilities. According to Xiaomi's financial reports, from 2018 to 2021, Xiaomi's R & D investment was 5.8 billion yuan, 7.5 billion yuan, 9.5 billion yuan, and 13.2 billion yuan, respectively, and the proportion of revenue was basically between 3.3% and 4%.

In addition, in early 2020, Xiaomi announced that it planned to invest 50 billion yuan in research and development in the next five years. As of the end of 2021, Xiaomi R & D investment has exceeded 22 billion yuan, and engineers have exceeded 16,000. Since then, Lei Jun has further upgraded the research and development plan and proposed: "Xiaomi's R & D investment plan has increased to 100 billion yuan within five years." This plan was implemented in an orderly manner.

The annual investment of huge R & D funds is the confidence of Xiaomi's impact on the high -end market. Xiaomi exerts its efforts to the high -end mobile phone market. Redmi operates independently to take the "low -end cost -effective" routes with dual -brand strategy.

Xiaomi's 2021 care data shows that Xiaomi is priced at high -end mobile phones with 3,000 yuan or more, with a global shipping volume of 24 million units, which has exceeded 10 million units last year. In the overseas high -end mobile phone market, the Xiaomi mobile phone shipping is higher than 300 euros. The volume increased by 160%year -on -year. Based on the shipping volume, Xiaomi high -end mobile phones accounted for nearly 13%, and this value was 7%in 2020.

In addition, Xiaomi took advantage of the gap between Huawei to be "suppressed" to accelerate the market share of smartphones, mobile phone shipments continued to increase, and market influence further increased. Xiaomi Group's financial report in the first quarter of 2022 shows that Xiaomi's smartphone business revenue is RMB 45.8 billion, and the global smartphone market shipments are 38.5 million units.

Although Xiaomi has not yet built too much on the folding screen mobile phone market, it clearly impacted the route of the high -end market and has no effort in R & D and innovation. In addition, if Xiaomi can launch a high -fold screen phone with a high configuration and low price in the era of folding screen, the road of folding screen will become wider and wider.

All in all, the MIX Fold series folding screen mobile phone is a attempt to impact the high -end mobile phone market. Its goal of creating high premium capabilities and strong brand influence will also be turned into power, helping to push Xiaomi further in the folding screen mobile phone market.

The era of folding screen is here?

Young people are unwilling to change their mobile phones, because mobile phone manufacturers have fry the concepts of cameras, chips, full screens and other concepts, and have nothing to do with it. Because of the current smartphone functions, it is enough to meet consumer needs. There is no desire to change the machine, mobile phone manufacturers have also fallen into innovative bottlenecks, and the smartphone market is becoming increasingly miniature.

In this context, in order to seek sustainable development, mobile phone manufacturers spare no effort to explore new technologies and functions. The folding screen is considered the key to trigger a new rotation tide, and it is also the growth opportunity in the eyes of mobile phone manufacturers. Not only Xiaomi, domestic mobile phone brands such as Honor, OPPO, and vivo will also fold up screen mobile phones as a breakthrough in breaking the current status of homogeneous markets and impacting high -end markets. All domestic mainstream mobile phone manufacturers have attacked, and the era of folding screen is here?

From the perspective of production, the era of folding screens is coming. Huawei, Xiaomi, OPPO, vivo, Honor and other mobile phone manufacturers have gathered the folding screen mobile phone market, and the first folding screen mobile phone has been launched. The war has begun. From the perspective of consumption, the penetration rate of folding screen mobile phones is insufficient, and consumer recognition needs to be improved. It is too early to talk about the era of folding screen.

At present, there are still a few people using folding screen mobile phones, because the folding screen mobile phone is too expensive, and the price of tens of thousands of people has dismissed many people. It is understood that Xiaomi Mix Fold9999 yuan, Samsung Galaxy Z Fold3 14999 yuan, Huawei Mate X2 17999 yuan, while the average global smartphone price in 2021 was only 2061 yuan.

In addition, problems such as screen fracturing scrapers, short service life, and poor experience in the initial development of folding screen mobile phones have emerged endlessly, resulting in word -of -mouth rollover, and people are watched and looking at the attitude. From this point of view, mobile phone manufacturers want to popularize folding screen mobile phones on a large scale. One is to appropriately reduce product prices, and the other is to improve the optimization experience and enhance consumer confidence.

For mobile phone manufacturers, the discovery and mature application of each new technology is an opportunity to overtake a curve. Patients are willing to pay for the wonderful value brought by the folding screen, and then the smartphone will enter the era of folding screen.

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