[Cai Zhi Headline] The shipment volume drops sharply by 18%!Why can't young people change their mobile phones?

Recently, the latest data released by Canalys showed that the performance of the smartphone market in mainland China in the first quarter of this year continued to lag behind the global market, with only 75.6 million units, a year -on -year decrease of 18%.

At the same time, the topic of "why young people unwilling to change mobile phones" caused warm discussion and resonance of users. It seems that young people no longer have "changing anxiety" as in the past.

Return from fast -moving consumer goods to durable products

In the crazy era of the Chinese smartphone market, consumers' enthusiasm for changing machines is one of the motivations of manufacturers. Various mobile phone brands have emerged endlessly. Popular models are difficult to find. Manufacturers "hungry marketing".

Since then, China's mobile phone market has been on the top in 2016, and shipments have declined for four consecutive years. The incremental market and the stock market are not easy to do. The decline in young people's enthusiasm for mobile phones has the most headache for mobile phone manufacturers.

In the past, the younger generation who was keen on changing the machine now has a significant decrease in the willingness to change the machine. According to a CCTV reporter, a number of mobile phones for more than 4 years after many post -95s and 00s. As the popularity of Internet technology has increased, mobile phones have become "necessities" in life. In the eyes of young people, mobile phones no longer carry the function of "earning face". Everyone's income is high or low, but they can basically bear the cost of buying a mobile phone, but the problem of saving money. A new mobile phone is difficult to fully show a person's true economic strength.

After returning to the origin, people pay more attention to the practicality of mobile phones. The commonly used functions are those of those, as long as they are not stuck, there is no practical significance.

The reason is the lack of technological innovation

In recent years, both Apple and domestic manufacturers lack change -based innovation, and product upgrades have entered a bottleneck period.

From the perspective of hardware, the screen, camera, and fast charge functions have become the focus of major manufacturers to overcome. The lack of leap -up innovation behind the "stacking" cannot bring strong power changes to users. Folding screen phones are not only high in price, but also not mature supply chains, and it is difficult to become the main force to promote the mobile phone market.

From the perspective of software, the application of 5G has not been expected. The current 4G mobile phone is enough to carry almost all mobile applications, and the market that surrounds 5G on the market has not appeared; from the perspective of operators, 5G tariffs are still high. Essence

In short, today's smartphones are becoming more and more mediocre. Toothpaste squeezing upgrades make consumers lack freshness, let alone amazing "black technology".

The reason for the two mobile phones to collectively increase the price

Even the Redmi mobile phone, which is known as the title of "King of cost performance", has also been explored at the 4,000 yuan mark, and other brands of mobile phones have rushed to the price of 7,000 yuan, so the price has also suppressed everyone's consumption.

However, in recent years, the price of Apple mobile phones has been launched. From the iPhone XR, iPhone 11 to iPhone 13, from the beginning of seven or eight thousand to the 6,000 yuan mark, Apple has also opened the old new model sales model. Now The official website also has products such as XR and SE.

The reason for the reason for the three to change the shell is equal to changing the new

Due to the serious homogeneity of mobile phones, the appearance of the new mobile phone has basically not changed much and innovation, and more and more young people have gradually begun to recognize the concept of "changing shells equal to new".

Some netizens said that in fact, most of the time I just want to change the mobile phone case, because I feel the same as changing a new phone with different mobile phone cases. The mobile phone is so expensive. My need for machine use has not increased. Essence

In May, mobile phone shipments in the domestic market decreased by 9.4% year -on -year

As the largest part of the electronic consumer goods market, the "wind blowing" of the mobile phone market will affect the "nerves" of the consumer electronics industry.

According to the news on June 20, China Xinong Institute, in May 2022, the domestic market's mobile phone shipments were 20.805 million units, a year -on -year decrease of 9.4%. Among them, 5G mobile phones were 17.739 million units, an increase of 6.0%year -on 85.3%.

From January to May 2022, the overall shipments of mobile phones in the domestic market were 108 million units, a year-on-year decrease of 27.1%. Among them, 5G mobile phone shipments were 86.207 million, a year-on-year decrease of 20.2%, accounting for 79.7%of mobile phone shipments during the same period.

Domestic mobile phone market shipments and 5G mobile phone proportion. Picture source: official website of China Information and Communication Research Institute

Data show that in May 2022, there were 24 new domestic models, a year -on -year decrease of 11.1%, of which 9 of 5G mobile phones, a year -on -year decrease of 10.0%, accounting for 37.5%of the number of new models of mobile phones during the same period. From January to May 2022, a total of 167 new models were listed, a year-on-year decrease of 7.7%, of which 87 mobile phones were 87, a year-on-year decrease of 3.3%, accounting for 52.1%of the number of new models of mobile phones during the same period.

From the perspective of brand composition, in May 2022, domestic brand mobile phone shipments were 16.60 million units, a year -on -year decrease of 14.0%, accounting for 79.8%of mobile phone shipments during the same period; 23 new models listed, a year -on -year decrease of 8.0%, accounting for the same period of the same period, accounting for the same period, accounting for the same period, accounting for the same period, accounting for the same period, accounting for the same period, accounting for the same period, accounting for the same period. 95.8%of the number of new models on mobile phones. From January to May 2022, the total number of domestic brand mobile phone shipments was 90.677 million units, a year-on-year decrease of 30.6%, accounting for 83.8%of mobile phone shipments during the same period; a total of 160 new models were listed, a decrease of 3.6%year-on-year 95.8%of the number of new models. The Xiaomi financial report just announced that Xiaomi smartphone shipments ranked third in the world in the first quarter, but not only did its revenue net profit decline, but the shipments of smartphones also fell 22.1%year -on -year. Xiaomi President Wang Xiang said that the epidemic has a great impact on production and logistics, and the closure of the Shanghai epidemic is superimposed on the stored store.

The supply chain also frequently passes the message. Tianfeng Securities analyst Guo Mingqi revealed that China's mainstream Android mobile phone manufacturers have now cut about 170 million mobile phone orders, accounting for about 20%of the shipping plan in 2022.

According to the statistics of Anxin Securities, the net profit of the Android industry chain enterprise in the first quarter of 2022 was-3.30 million yuan, a year-on-year-144.2%. The net profit of the Apple Industry Chain enterprise was 7.62 billion yuan, a year-on-year-11.5%.

In the past many years, 18 months of the replacement cycle have been almost the industry consensus, but now domestic mobile phone manufacturers have entered the stock market. Hu Baishan, executive vice president of vivo, recently stated in public that the user's replacement cycle has also been from the earliest 16-18 A month, it has evolved to 20-24 months, and then in the recent 36 months.

Subsidies to promote consumption

At present, in order to promote residents' consumption, some places have begun to take measures.

On May 23, the Shenzhen Municipal Government jointly released "Several Measures to Promote Consumption Sustainable Recovery". Among them, it is recommended to "carry out consumer electronics promotion activities." To purchase qualified mobile phones, computers and other products, it will be subsidized at 15%of the sales price, and the total per person is up to 2,000 yuan per person.

In addition, Dongguan also announced on June 1 that 60 million yuan of special funds will be provided to subsidize electronic products such as mobile phones.

The 618 promotional activities of major e -commerce platforms also inject motivation for the consumer electronics market. According to the magic mirror market intelligence data, during the first wave of Tmall's "618", the sales of mobile phone categories reached 6.872 billion yuan, a year -on -year+28.21%, reflecting the recovery of domestic mobile phone demand; Apple's performance was more eye -catching, sales of 5.464 billion yuan were 5.464 billion yuan , Year -on -year+47.54%, share of 79.50%, ranked first.

In addition, under the advancement of re -production and re -production, the price of upstream raw materials is stable, the RMB exchange rate trend is conducive to exporting enterprises, tariff policies, the opening of the sea transportation channel, and the decline in freight, etc., which are conducive to the gradual recovery of the consumer electronics market.

Overseas markets still have more room for competition. According to data from the China Institute of Information Technology, in the first quarter of this year, the penetration rate of 5G mobile phones in China reached 77.7%, while IDC data showed that the global 5G mobile phone penetration rate was only about 50%.

Of course, local consumer subsidies can only be temporarily "cured". In order to "cure the root cause", mobile phone manufacturers also need to launch truly attractive and innovative products.

Photography/Jia Qiong

So, how long have you not changed your phone? Or what is the reason not to change your phone?

(WeChat public account "Caizhi Headline" comprehensive self: First Finance and Economics, China Xintong Institute of Data, Fast Technology, Hexun.com, etc.)

Edit: Ali

School pair: Fenghua

Review: Gong Zimo

- END -