From the mobile phone "Four Kingdoms", see the growth logic of long -termists

In the stability, seeking victory.

Author/tomato sauce

Produced/New Business Review

In 2022, the mobile phone industry was under pressure. According to GFK data, since 2018, the shipments of smartphones have continued to decline. As of the three years of 2021, global smartphone sales have decreased by 20 %, and the decline will still spread.

The most direct reason is that the demand side is weak and the user's willingness to change the machine has fallen sharply. It is transmitted to the supply side, and the shipments of the vast majority of manufacturers are decreasing. The upstream supply chain has been cut orders, forced to reduce production, and the industry situation is becoming more severe.

The decrease in the total amount of cakes not only forced mobile phone manufacturers to step out of the "comfort circle", but also exacerbated the competition inside the track. The industry's heroes are neutral, and gradually show the situation of vivo, OPPO, Xiaomi, and Honor.

1. Mobile track "Four Kingdoms Kill"

The current situation of the industry is largely related to the rise of mobile phone product innovation.

Before the era of smartphone, mobile phone players carrying various product design ideas to produce products that make the consumer market stunning, and some innovations even changed the form of mobile phones. However, in the era of smartphones, both mobile phone products and upstream device industries have a high degree of homogeneity.

Especially in recent years, the innovation logic of mobile phone tracks has changed from the past "big opening and big" to micro -innovation in details. So we will see that, in addition to conventional hardware iterations, OV Xiaomi and other manufacturers have begun to strengthen the functional attributes of the product. In the more subdivided fields such as images, games, etc. ASP.

However, mobile phone manufacturers seem to underestimate the current markets they are in -even Apple, which has firmly settled the high -end market, and it is not easy to undergo pressure on the major environment. Not only was the news that was previously exposed to the upstream, but in recent days, analyst Guo Mingzheng said that the average price of the entire iPhone 14 series, including the standard version of the model, will rise by about 15%.

In the face of a severe market environment, Apple responded to price increase and production. Domestic mobile phone manufacturers also actively moved to try to explore a path suitable for the development of the enterprise itself.

The Xiaomi of "benchmarking Apple" is overall, but there is still a certain gap in the shoulder -length apple. In this context, Xiaomi shouted the slogan of car building, trying to obtain a wave of growth through the momentum of the new energy industry.

Recently, in Lei Jun's annual speech, Xiaomi launched a number of smart home and equipment, which strengthened the position of IoT products in the business chassis, and tried to use the hoods and washing machines to cut into an imaginative smart home market with richer imagination.

The glory after reorganization is also rapidly recovering. As its domestic market tends to stabilize, the glory not only begins the global market in the first half of this year, but also the same as Xiaomi. Create increment.

After several adjustments, management has been adjusted, and rumors of rumors and rumors on the market have continued OPPO, and the market performance of its brand is still stable. In addition to further expanding the IoT category, after Vivo, the self -developed image chip was launched.

As for vivo, there are not few car construction and listing, and there are very few IoT categories. Although the overall play is not particularly radical, the fundamentals are not bad, and they can even "get the lead" in fierce competition.

According to the Counterpoint data, in the second quarter of 2022, Vivo maintained the first place with a 19.8%share. Combined with the first quarter data, Vivo has occupied the domestic mobile phone sales crown for half a year.

This can't help but make people doubt: Which is the best way to win?

2. A radical play, which stems from anxiety

A fact that cannot be ignored is that, whether it is a strategic level or a product side, it is difficult for mobile phone manufacturers to hide some aggressive attitudes.

From the perspective of the industry, whether it is a car building, or selling IoT devices, or a SOC, the core players are slightly radical, and their core is to seek a stronger growth strategy. The multi -scene equipment and equipment tracks that many players have entered are also designed to jump out of the mobile phone stock market and gain larger living space.

At the level of mobile phone products, radical product design thinking also exposes the anxiety of mobile phone manufacturers for high -end.

Taking the folding screen mobile phone as an example, in 2018, when the folding screen mobile phone stepped out of the supply chain, it was the beginning of the decline of the smartphone market, so Samsung would push it to the market. The same is true of the image co -branding. At first, the cooperation between mobile phone manufacturers and image manufacturers is more like a simple supply relationship. In the context of high -end, the image co -branded is more short -range by mobile phone manufacturers as a shortcut to build a high -end mind.

It is imperative to strengthen the high -end mind by folding screens and image co -branding, but anxious mobile phone manufacturers seem to be unwilling to put it for this. anxiety. However, as a consumer electronics product, the user experience is the core indicator of the quality of the product. To ignore the product experience in order to pursue benefits, it is a reflection of the user's irresponsibility to a certain extent.

In the early days of the listing model, whether it is a flexible OLED screen or the hinge that affects the folding screen opening and closing, it has not been polished and perfect by the upstream supply chain. However, some mobile phone manufacturers have ignored these objective problems, and they rushed to the market, which led to the earliest batch of users who purchased folding screens facing problems such as hinge damage. Sun Yanzheng once said frankly: "The folding screen mobile phone hinge hinge and the folding screen brought about high after -sales costs. This cost is directly overlapped in the product price or allows consumers to pay in the after -sales session. Very big."

Similarly, when the supply relationship is thrown, some manufacturers are more willing to use the image as a marketing material. In addition to printing the joint labels on the camera module, various "film colors" of the surface There are very few cases of selling points, and there are few cases of in -depth cooperation, and it has not played the role of the joint name.

A series of chain reactions have caused mobile phone manufacturers to keep up with the rhythm of the industry in the short term, but in the long run, it is difficult for products to have persistent attraction to users.

In contrast, vivo did not try to radical routes, but emphasized long -termism and productization. This may also be the key to catching users and maintaining a leading share.

Third, the victory of long -termists

Due to the relatively stable play, there is often an illusion that vivo is always late. However, looking at the product innovation of each round of the mobile phone industry, Vivo not only has never followed the rhythm, but has long been targeted. This actually requires long -term strategic adherence.

The folding screen model mentioned above is an example. In fact, Vivo's R & D layout has been launched as early as 2018, but because the relevant supply chain technology has not yet matured, there is still a gap between the product distance to reach the perfect standard. Research is not suitable for pushing to the market.

The same is true of the "grabbing start" on the mobile track. Once upon a time, mobile phone manufacturers played for the so -called "first" around the flagship SOC, but ignored the polishing and tuning of the hardware level, which reduced the products to "semi -finished products".

In contrast, vivo does not deliberately pursue the so -called "first hair", but puts time and energy at the product polishing level, aiming to take out products that are worthy of users. Taking the vivo X80 series as an example, in order to ensure that the Tianye 9000 chip can exert all performance, vivo chose to cooperate with MediaTek to optimize the power consumption performance and cooperate with the self -developed V1+chip to play the effect of 1+1> 2.

The same logic is also reflected in images. Different from the labels of friends, vivo and Zeiss cooperated in the joint development of mobile images. Taking the "vivo Zeiss Joint Image Lab" as an example, the laboratory consists of technical experts in both parties and is committed to overcoming the technical bottleneck in the field of mobile imaging.

The portrait of Portrait of Vivo X80 Pro is one of the results of deep research. Compared with the traditional optical image stabilization scheme, it is closer to the physical anti -shake under the blessing of the stabilizer. Three times, greatly improving imaging stability. It is not difficult to see that vivo always re -develops research and development when technology is immature.

From early cutting into the folding screen, to the joint imaging laboratory, we can see that the pace of Vivo technology research and development is not only slow, but at the level of exploration of cutting -edge technology at all times. And this is the other side of vivo who believes in long -termism.

Taking the in -depth research of Tong Zeiss as an example, the field of imaging has always been the long board of vivo products. Therefore, in addition to the products used by the research technology, vivo also guides the road of mobile phone images. In the past, mobile phone images often only pursued pictures. In contrast, vivo new products conveyed the concept of professionalism, which is undoubtedly evolved in the field of mobile phone image.

In terms of long -term planning, Vivo established the Central Academy early to invest a lot of uncertain technologies, explore and open up the unable to consumer market, and is committed to leading the real product change. This is also a long -term adherence to innovation.

Although the current situation of the mobile phone industry is severe, it is only a hasty to lose room for the lack of growth in the track. To this day, vivo has already explained the new logic of mobile track competition in the cold winter with market share -instead of telling new stories in a hurry, it is better to think about it, to polish the products that consumers really want, and seek victory in stability.

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