Smart mobile phone consumption trend data report: Consumer attitude tends to be conservative, Huawei still has the opportunity to challenge Apple

In the early autumn, smart phones were densely "welcomed". The Huawei Mate series of the Huawei Mate for two years has returned to the rivers and lakes. Apple launched the iPhone14 series.

The market urgently needs to be unusual stimulus. Affected by factors such as the epidemic and economic environment, in the first half of 2022, the Chinese smartphone market set the worst semi -annual sales result since 2015. Consumer electronics represented by smartphones also continued to weaken, and "cutting single tide" continued to be staged. In this context, can the release of the two high -end series models reverse the consumption trend of smartphones?

Consumption has an attitude and data. In order to understand the trend of consumption, the daily economic news relies on professional data intelligent production and industry insights, and the United Nations authoritative investigation sample library China Mobile and pink clubs, data -based digital products and service providers, HCR Huichen, specially planned "consumption has available consumption. Attitude -Every time consumer data insights ", the consumer has launched a series of consumer attitude research, the consumption attitude index, the consumer brand tendency list, the consumer trend data report, and the consumption attitude series of salons and other products.

On September 20, after thousands of samples of questionnaires and strict data assessment, the first phase (September 2022) consumer attitude index and consumer brand tendency list was released. Follow -up, the index and list will be updated dynamically, and the consumer trend data report will be updated regularly.

In this survey, the outline of the consumer group that tends to be rational is gradually clear -people's consumption attitude is under the midline, covering pockets, waiting for more cost -effective products, a single breakthrough outside of performance can no longer make consumers willingly willingly to be willing Buy. In addition, the market has been prepared to give a more suitable soil for mid -to -high -end smartphones. Huawei, which has encountered the supply chain crisis, still has amazing brand appeal in the high -end machine market. Market recognition.

The first phase of smartphone consumption attitude index is released: the willingness to buy the machine is lingering at a low level, and the price sensitivity is high

Smart mobile phone sales have declined in multiple quarters. At present, what are the willingness to buy by consumers, how brand preferences, and what are the factor most concerned about smartphones? Who can still fight with Apple (AAPL, a stock price of $ 15.448, a market value of 2.48 trillion US dollars) in the high -end machine market for domestic mobile phones? The market needs an objective and timely answer.

The consumption attitude index is the ability of daily economic news to rely on professional data intelligent production and industry insights. The United Nations authoritative investigation sample library China Mobile and pink clubs, data -based digital products and service providers HCR Huichen, through scientific question volume investigation and objective objectives Data analysis model construction, index dynamic update reflects the changes in the subjective consumption attitude and trend of consumers.

The consumption attitude index is converted from three parts of consumer research data: purchase plan, purchase willingness and purchase time. Among them, the purchasing plan data is to investigate the purchase willingness of the user within half a year, to pay 10 points for the purchase plan, and still watch 3 points. At present, there is no plan to pay 0 points. The purchasing willingness data is the weighted average obtained by the user's scoring of the buying willingness within half a year; the purchase time data is based on the user's purchase time plan, and the purchase of 3 points for the purchase is expected to be purchased within six months. The purchase of 10 points within the month is based on the weighted calculation of each proportion. In order to facilitate understanding and comparison, after the three parts score are added, the total score is performed.

In this survey, we took a total of 17,674 questionnaires to consumers in the Chinese mainland market and recovered 9630 copies, of which more than 3,000 were effective questionnaires. Among the valid samples, the proportion of men and women is 57.1%and 42.9%, respectively, consumers from first -tier cities and new first -tier cities account for 38.9%, and consumers with more than 10,000 yuan after monthly salary tax account for 25%. The proportion of consumers is 50.5%.

Through the survey, the consumption attitude index of the smartphone consumption in this issue is 48.5, which is lower than the mid -line value 50, and is in a low level. Consumers' willingness to buy is to be boosted. However, in the common five types of consumer electronics products, smartphones are relatively more attractive.

Among the strong willingness consumers of the purchase plan, only 16.8%of the user consumption willingness is urgent to buy within one month. Most strong willing consumers will spend more than a month to buy, and people's consumer decisions will be more cautious.

Among the strong willing consumers, men's willingness to buy/change machines is stronger than women, and the age groups are concentrated from 18 to 39 years. This data confirms that young people are the main consumers of consumer electronics.

Judging from the influencing factors of buying, large -capacity, long standby business and other business needs ranks first. The interviewees overall showed the price sensitivity characteristics. More than 22%of the respondents are unwilling to be mobile phones that have not brought them a sense of surprise. Paying a higher price, more than 13%of the respondents clearly stated that there are strict budgets when purchasing.

Although it is sensitive to prices, most people are more willing to buy a brand new mobile phone. The current space in the second phone market is not large. The young male user group has a high degree of acceptance of second -hand mobile phones. The younger the younger, the higher the acceptance of second -hand mobile phones.

Consumer brand tendency list: Xiaomi brand is slightly better than glory, Huawei is still the enemy of Apple

Although the uncertainty of economic expectations has increased and global consumer confidence has declined, most people still tend to choose mid -to -high -end machines for smartphones, and only 7.3%of mobile phones with a strong price of less than 1,500 yuan. For strong willingness users to buy the machine, the purchase time is mainly concentrated within 3 months to half a year, and the purchase price section exceeds half of the price of 1,500 ~ 3999 yuan; followed by high -end models with 4,000 yuan and above, accounting for 36.9%.

In the field of high -end machines, after Huawei suffered a crisis of supply chain, domestic brands broke through, and Apple took the lead.

However, even if it has not released flagship models for two years, from the survey data, among the strong consumer willingness groups, Huawei and other mobile phone brands have opened the gap and are still more sought after by users. Especially for high -end mobile phones, Huawei and Apple are still the first choice for users.

In recent years, Xiaomi (Xiaomi Group, HK01810, HK01810, a stock price of HK $ 10.02, a market value of HK $ 25.6 billion). It is comparable to glory in the acceptance of audiences and still has a breakout space. In addition, Samsung mobile phones, which have performed well in the global market, belong to the niche brand in the domestic high -end mobile phone market, and the audience's awareness is behind OPPO and vivo.

In the choice of "thousand yuan machine" (below 1500 yuan), the Redmi Note series and the Honor Play series have a higher awareness. Xiaomi and "Friendship" glory have been twisted from Qianyuan machine to high -end machines. On the whole, the former brand awareness is slightly better.

In the case of downward market, this year, many mobile phone manufacturers have increased their resources for e -sports mobile phones. The survey data shows that nearly half of the strong willingness users of the purchase plan have been interested in gaming mobile phones.

For users who buy e -sports mobile phones, chips and battery life is the most important consideration factors at the time of buying; users and users who have no willingness to buy are more concerned about cost -effectiveness and battery life.

In addition, HCR Huichen found in the past industry research that domestic mobile game users have shown a large growth trend in recent years, proving that there is a lot of potential space in the e -sports mobile phone market itself. Performance, heat dissipation, high brush, touch, etc. are the main focus of e -sports phones.

In this regard, Liu Lei, a senior analyst at HCR XMFactory, said: "In addition to the paper configuration of mobile phones, users are more valued during the game. An important reference standard for users. In general, this actually puts forward higher potential requirements for manufacturers' e -sports mobile phones. In addition to the game, the shortcomings of e -sports mobile phones in daily photos may also be lost. More light gaming needs users. "

Interpretation of decision -making: The era of the "volume" camera function has passed, and users are more inclined to "bucket machines"

In recent years, domestic mobile phone manufacturers have joined forces with international -renowned lens manufacturers Zeiss and Leica. For a long time, one of the biggest "selling points" of domestic mobile phones is the improvement of photography functions.

Perhaps because the current mobile phone photography function has improved to the daily needs of users, the manufacturers' "roll" lens can no longer evoke the desire to buy the phone. The survey data shows that among the many factors that affect consumers' choice of smartphones, the importance of the camera function is the lowest, and the storage space, performance, price, battery life and brand impact are the most prominent.

"I don't like mobile phones that only highlight one function and make other functions into chicken ribs. I like the machine that is not expensive but the functions are also good. In short The interviewees explained when they explained the demand.

For consumers who are watching, the price of high product prices and the lack of product innovation at the current sales of products are prominent.

For consumers who do not buy plans in the short term, individuals have no need for the time being and factors that insufficient money at hand. In addition, the price of the product is too high and the weak sales of products are the other two major factors to restrict the purchase of users.

The main reason why the unwilling user cannot determine the purchase plan in the short term

Consumers have an attitude: price reduction is one of the main demands. The core technology bottleneck does not break the challenge to user tolerance

In response to the current status of domestic mobile phones, from the perspective of user perspectives, the bottleneck of domestic mobile phones has not yet made a significant breakthrough. It is reflected in the level of consumer decision -making, when the mobile phone form tends to be similar, the chip performance is limited, and the image function has no revolutionary changes, the consumer's replacement cycle is continuing to stretch.

Some consumers complain about the price of domestic mobile phones when receiving investigations. "Always using domestic mobile phones, but in the past two years, mobile phones are getting more and more expensive." A user from Wuxi, Jiangsu said.

The survey data shows that users 'main demands for domestic mobile phones' product opinions, suggestions and ideal mobile phones in their minds are concentrated on reducing prices, increasing cost performance, complete functions, improving performance, smooth use, unique appearance, and camera function.

Zhang Yongju, a senior analyst at HCR XMFactory, said in this study that from the perspective of shipments, the development of smartphones is entering a recession period. If the products of this period win in the market competition, it is the key to cost -effectiveness. How to achieve high cost performance is also the problem of racking brains of all smartphone manufacturers.

"Consumers need 'bucket machines' is to reasonably match the functions according to the needs of consumers, and configure appropriate functions and performance at the optimal price identified by consumers. Therefore, mobile phone manufacturers need to carry out the target consumers to carry out more more than the target consumers are more than the target consumers are more.Professional research, use the optimal combination design pricing model, to determine products from both consumer needs and product pricing parties, occupy a larger market, and obtain more market returns. "Zhang Yongling said.In addition, the breakthrough of domestic mobile phones for core card neck technology is still expected by consumers.

"The state of excessive performance of domestic mobile phones, such as chips, pixels, and appearance, there are new improvements, but there are no core things, such as chips and systems, it is easy to be stuck by others." An user of Hubei Huangshi is acceptingDuring the survey, it said.

"In recent years, domestic mobile phones have been serious, but good products have been rare, which has led to many digits of people who have no desire to change." In this investigation, some users have commented on this.

Daily Economic News

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