The first phase of smart electronic products consumption trends reported: Consumers are more rational, and the winner's communication effect is outstanding

Author:Daily Economic News Time:2022.09.20

Under the epidemic, the digitalization process has been accelerated, and the smart electronic products of various categories have stepped up the update iteration, and people have a high enthusiasm for scientific and technological life.

On the other hand, the number of "players" on the field expands and intensify competition. The market's expectations and feedback on products is a "mirror" of the development of the industry. The two phases echoed that it is hopeful to get a more benign cycle.

In order to understand the trend of consumption, the daily economic news relies on professional data intelligent production and industry insights, and combined with domestic authoritative research sample library China Mobile and Pink Club, data -based digital products and service providers HCR Huichen, special planning " Consumption has an attitude -every consumer data insight project ", the heavy launch of consumption attitude research, consumption attitude index, consumer brand tendency list, consumption trend data report, consumption attitude series salon and other products and activities.

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

In this investigation, the overall attitude of the consumer group of smart electronic products is in a low position below the mid -line value. Among them, the consumption attitude of smartphones and Bluetooth headsets is relatively positive. The consumption attitude of tablets is the bottom of the five categories.

From the perspective of the overall brand performance, the effect of winners is very prominent. Huawei and Apple (AAPL, a stock price of $ 15.448, a market value of US $ 2.48 trillion) almost sweeping the five categories. Xiaomi (Xiaomi Group HK01810, HK $ 10.02, HK $ 25.06 billion ) It also performed well, dominated the list on some items. Domestic mobile phone manufacturers such as Honor and Vivo also occasionally have outstanding performances other than smartphones. Samsung (Samsung Electronic KS005930, a stock price of 56,400 won, a market value of 37.92 trillion won) The breakout on high -end smart watches suffered a head brand blockade at 3,000 yuan Among the tablet computers above the price, Lenovo (Lenovo Group HK00992, a share price of HK $ 6.12, and a market value of HK $ 74.24 billion) is ranked third.

The first phase of consumption attitude index is released: Bluetooth headset consumption is expected to have a higher tablet with high tablet computers five categories

Due to the closer to the lives of the general public, smart electronic consumer goods have developed rapidly, and smartphones, tablets, smart watches, smart bracelets and Bluetooth headsets are particularly attractive.

Consumption has an attitude and data. In order to understand the trend of consumption, we specially planned "consumption attitude -every consumption data insight project".

Daily Economic News relies on professional data intelligent production and industry insights, and the authoritative research sample library of the United Nations in the United Nations China Mobile and Pink Club, data -based digital products and service providers HCR Huichen, through scientific question volume research and objective data analysis models, Build a consumption attitude index. The index is regularly updated, reflecting the changes in consumer's subjective consumption attitude and trend.

The consumption attitude index is composed of the investigation data of the purchase plan, the willingness to buy, and the time of purchase.

The purchasing plan data comes from surveys of users' willingness to buy within half a year. 10 points for the electronic consumer goods category of consumers to buy plans, 3 points for consumers are still watching the category. At present, there are no planned categories of 0 points.

The purchase of willingness data is based on the user's willingness to score the category according to the user's willingness to buy within half a year;

The purchase time data is based on the user's purchase time plan. For the category that is expected to be purchased within half a year, it is expected to purchase 5 points within 3 months, and the purchase of 10 points within one month. out.

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 a monthly salary tax of more than 10,000 yuan account for 25%. The proportion of paragraphs is 50.5%.

The survey data shows that the consumption attitude index of the five categories is less than 50, indicating that the overall consumption emotion is not high. In contrast, the consumption attitude of smartphones and Bluetooth headsets is more positive. The tablet computers, which had previously increased year -on -year, were at the bottom of the five categories of consumption attitude, which echoed each other with the "market will be turbulent" proposed by the independent third -party market research institutions. Manufacturers may need to adjust the market strategy in advance.

Among the users who have been surveyed, the proportion of strong willingness users of smartphones, but it is interesting that unwilling users are the highest. People have a relatively clear judgment on whether they need to buy smartphones.

Consumers are the most intense to wait and see. As a tablet, as a non -necessary productive forces, the consideration of the purchase plan of tablet computers is more complicated than smartphones.

In this issue, users have demonstrated a relatively positive consumption attitude towards Bluetooth headsets. The sum of the proportion of strong willingness users and wait -and -see users of this category is the highest of the five categories, reaching 26.7%. How to motivate users to turn off the direction of "purchase plan" may be a breakthrough point in the market. Consumer brand tendency list: Obvious head gathering, there is still space outside the giant

In order to learn about consumers' preference for the main brands under the five categories, we have set up a brand to investigate. According to the degree of preferences of each category, the top three or the top five brands are disclosed in the list.

The survey results show that the "winner's communication effect" is very prominent in the field of consumer electronics. Huawei and Apple's brand influence swept the five categories, and almost performed in almost every category. Xiaomi also had a very good performance. Not a small challenge.

At present, smartphones are still the center of smart electronic consumption, and other categories are still weak as a single product. Mobile phone manufacturers are centered on smartphones, with obvious advantages in expanding the category, and the overflow of brand effects is more economical. However, the best in the professional field also has a place in brand preference.

Among the above -mentioned non -mobile phone manufacturer brands, Keep is a sports technology company and operates the same name fitness APP. The Keep bracelet has been updated to the third generation, ranking fifth in the brand tendency of smart bracelets above 300 yuan. Keep was founded in 2014 and submitted a prospectus to the Hong Kong Stock Exchange for the first time in February 2022. It plans to sprint the "first share of sports technology" in Hong Kong stocks and update the prospectus not long ago.

In the first quarter of 2022, Keep achieved revenue of 417 million yuan, an increase of 37.6%year -on -year. Among them, its own brand products (consumer goods) business accounted for the largest proportion. Under the measurement of non -international financial report standards, the net loss was 155 million yuan. Its loss was 237 million yuan in the same period last year, and the loss was narrowed year -on -year.

Jiaming Garmin was founded in 1989 by Dr. Min Kao and Gary Burrell. In the early days of entrepreneurship, it was well received by its integrated design and integrated GPS100 navigation equipment. The company gradually applies related communication and navigation technology to aviation, navigation and vehicle navigation, outdoor and fitness markets.

Lenovo is a brand of Lenovo Group. The Group's PC business scale and market ratio ranks first in the world. In recent years More than 37%.

Strolling (SZ002351, stock price of 8.69 yuan, and a market value of 7.726 billion yuan) was founded in 1996. It is currently the first and the world's second largest professional multimedia audio enterprise. Production and sales, landed in the A -share market in 2010.

Buying decision -making interpretation: performance is king, cost -effective priority

The survey data shows that even if there is a strong willing consumer with a purchase plan, it is not rushing to make a purchase decision. The plan to buy is about half a year.

Bluetooth headsets are relatively inclined to complete purchases within a quarter, and the purchase cycle of the strong willing consumers of tablet computers is longer.

Among the strong willing consumers of new products, the difference between men and women is not prominent. At present, the user's overall acceptance of second -hand products is not high, about 20%, but there are relatively obvious differences between men and women. Of the five categories are men who are more willing to accept second -hand products.

In addition, the more young people, the more they can accept second -hand products. Consumers over the age of 50 are usually at the minimum level of second -hand products.

Consumers are most concerned about the factors that consumers are most concerned about, but the importance of performance functions and cost -effectiveness is preferred.

Among them, people are most concerned about the sound quality of the Bluetooth headset, and the requirements for anti -interference ability are not high. For smart bracelets, people's considerations are also relatively behind. In addition to performance functions, the system and capacity of smart bracelets and mobile phones are the most concerned factor.