2022 The first half of the transcript was announced, what domestic mobile phones survived the cold winter

Through data, you can know what happened in the past and how to change the future. Especially for the mobile phone market, objective and valuable data, with extraordinary reference. Recently, professional data analysis agencies Counterpoint announced the sales data of the domestic mobile phone market in Q2 in Q2 in 2022. On the whole, 2022 Q2 China's smartphone sales decreased by 14.2%year -on -year, the lowest quarterly sales in the past ten years, and the market performance is no longer compared to the past.

For details, the TOP5 of the Chinese smartphone market in Q2 in 2022 is: vivo (19.8%), Honor (18.3%), OPPO (17.9%), Apple (15.5%), and Xiaomi (14.9%).

The decline in overall shipments and the expansion of domestic mobile phone brands in overseas markets. There is no doubt that this is the trough period of domestic mobile phone brands.

Such a slump is a great challenge for various manufacturers. Even if it is ahead, the strategy is different, and the final market feedback is naturally different.

This time we focus on the focus of Vivo, Honor, and OPPO.

vivo: Do ​​not take detours, two times the championship is not accidental

Following Q1 to win the championship, vivo won the championship in Q2. The point is that vivo really understands what you want and what the user wants. Whether it is product, technical planning, or technical pre -research, vivo feels methodically, accurately grasping the outlet of changes or upgrades of user needs.

Judging from the data of this year's 618, online sales are increasing by 276%is the best proof.

Put the field of vision on specific products, take down the folding screen ceiling, the fell -after haircut, which has raised the standard of the flagship folding screen product; the X Note of the large screen enthusiast is equally good, which can be regarded as the master; and the X80 And on the basis of omnipotent X80 Pro, the user's impression of design, performance, and images is deepened. Whether it is the in -depth adjustment of the Tianyi 9000 or the further optimization of Zeiss image Control, and did not force product positioning by reducing configuration, the whole cup is the biggest sincerity.

Do n’t forget that vivo and Iqoo, a rapidly growing sub -brand. Such a dual brand strategy is enough to make vivo find a certain way in an uncertain market and go forward steadily.

Honor: Huawei Rongguang is a motivation, and it is also a shackle

The glory of the glory is dazzling. In addition to Apple in TOP5 manufacturers, it is growing. After finishing and reconstruction, Honor brought the Honor 70 series aimed at young users, Magicos, re -positioning, Honor's Magic40 series, and ecological products such as continuous updated headphones, watches, bracelets, notebooks, etc. Market results.

It is not difficult to see from it that Honor wants to recover Huawei's once -glory attitude, and the future R & D investment mentioned by Honor CEO Zhao Ming will be greatly enhanced, and the proportion will be higher than the proportion of marketing investment. Powerful and unique products to defend the city. The new glory of Huawei is urgently needed to take a path of development with its own style. Of course, this process may not be short, because the new products can find the shadow of Huawei products more or less. This is both the attractiveness of glory and the "shackles" of glory. Whether you can control Huawei's strategy can only maintain expectations.

OPPO: Keep trial and error, find new directions

Compared to other manufacturers, OPPO's product line and brand strategy are a bit complicated. The return of the OnePlus brand is still targeting the online Internet market. The launch of low -end products is a bit elusive brand positioning; OnePlus; the flagship Find series is quite satisfactory, the effect of the breakthrough effect of the high -end market is not eye -catching; the Reno series continues to change, and the design is not surprising, but it feels that the temperament of the previous series of products is lacking, and there is a suspicion of forcibly increasing the recognition; Coupled with the Realme brand to stir up the wind online, OPPO feels a word as a whole -change.

Such a constant change in the positioning of series products and the positioning of different brands are actually a harm. Fortunately, now, OPPO's powerful channel capabilities are still the basic disk, so the market performance has not been affected too much. OPPO's future strategy will exert its strength at the chips, platforms, clouds and other levels, that is, more energy will be placed on core technologies.

If you can make a reasonable and clear division of the product line, promote the progress of mobile phone products with technology upgrades, and the continuous trial OPPO will still be a powerful competitor to be faced by various manufacturers in the future.

Conclusion

From the perspective of today's market performance and economic environment, it is not realistic to reproduce the highlights of the previous years in the past few years. In the future, it may last for several years. It is quite critical to tap new demand growth points, how to stabilize basic disks, and so on. Because this determines that in a crisis in the future, who can not be fell, and who can become the "tide" of the market.

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