Where is the charm of long -termism?Vivo and Honor's market share prove everything

Everyone must feel that the development and popularity of the mobile phone market today is no longer compared to before, people's enthusiasm for mobile phone products has decreased, and the replacement cycle has also been prolonged. On the one hand, because of the impact of the epidemic, on the other hand, the hardware configuration of many mobile phone products of the same level is very different, and the situation of homogeneity is more serious. Therefore, whether a new mobile phone product can catch the hearts is mainly due to whether it has it to have it. Enough features, and whether it can bring a unique experience.

According to the monthly report of mobile phone sales given by the well -known data analysis agency Counterpoint and the 2022 Q2 China Smart Mobile Market share report, 2022 Q2 China's smartphone sales decreased by 14.2%year -on -year, down to the lowest point, and the last sales volume Below this quarter or 2012 Q4, when the iPhone5 was just listed.

Obviously, this continuous decline may become the norm in the future. The demand for the smartphone market continues to be sluggish. The situation in the second half of the year is difficult to say that it will be better than last year. Of course, it cannot be ruled out that the market has a small rebound in the future market, but the general trend seems to be unstoppable, Winter is coming!

The new pattern is being formed

Compared with the market share of each mobile phone brand in Q2 and 2022 in Q2 and 2022, the market share of each mobile phone brand has also changed. In addition to Honor is the only brand that has achieved obvious growth rates of the year -on -year growth, the market share of other domestic mobile phone brands has declined.

For details, vivo decreased from 21.1%to 19.8%, and current market share ranks first; Honor rises from 7.7%to 18.3%; OPPO has decreased from 22.0%to 17.9%; Apple rises from 14.1%to to 14.1%to 15.5%ranked fourth; Xiaomi decreased from 16.6%to 14.9%; Huawei decreased from 9.5%to 6.9%.

After Huawei silently, there is a very potential development space for other brands, especially in the high -end mobile phone market. According to data, vivo has a certain leading position, and Honor is carrying Huawei's glory to achieve rapid growth. OPPO follows closely, Apple's signature is still loud. The plate has not become larger, but the cake is constantly decreasing. The brand without strength has been eliminated. The brands left have their own characteristics. Under the general market, the competition of various brands will only intensify, and new changes are formed.

Long -term layout+long -termism is a killer

Why can Honor have such a fast growth rate and exceed the previous market share? On the one hand, it inherits consumers' brand cognition of Huawei, and on the other hand, the clear product division and technical accumulation also helped the glory upstream. For example, the Honor Digital series focuses on youth fashion. The MAGIC series impacts high -end, and folding screen products are also remarkable. In addition, it is not difficult to understand the outstanding performance of ecological products such as watches, bracelets, laptops. Honor also proves that it is feasible to adhere to research and development and adhere to the line of long -termism.

It is equally clear as the glory planning ideas, as well as vivo, which occupies the first share. Judging from the long -term layout, the two brands have some similarities. The X -series transformation, the S -series upgrade, the arrival of Originos, the self -developed chip V1/V1+launched, Weiyintai was born, cooperation with Zeiss image cooperation, and other strategies to help vivo can stand in the cold winter. The S series that is continuously raised, the X80 series of high -end image flagships, the large -screen flagship X Note that meets the needs of niche needs, and the folding screen flagship ceiling of the industry "test gold stone" is launched. The strength of Iqoo in the field of e -sports, from entry to mid -end to flagship and high -end flagships, almost fully covered, providing users with sufficient choice space. Clear product line planning, powerful technical upgrade, and drastic reforms are the key to vivo enough to be stable.

It can be seen that only long -termism+long -term layout+technical research can go longer and longer.

OPPO is currently in a period of integration and adjustment, including brands and products. After the return of OnePlus, unlike only the flagship, the introduction of low -end products has changed the brand tone of OnePlus; and the design style of the Find series and Reno series is very bold. It takes time. And Belong BMW chip is also a good strategy. It will be a good selling point to be able to continue changing. OPPO with the "King of Channel", the offline market is still strong. This is the basic disk of OPPO. Whether it can resist the subsequent pressure depends on the strength of the product.

Create a complete and high -quality ecology is the key

After the barbaric growth period, today's mobile phone market is no longer focusing on the core hardware level as before, and more focuses on the technology research and development and ecological layout and expansion. In the new era, only by creating the unique temperament of the brand, creating differentiated products, improving and consolidating ecological products, and continuously optimizing the use experience, can we break through the bottleneck of development, follow the market trend, and move forward steadily. After the tide fades, which brand is more certain, and the answer will gradually emerge.

- END -