In September, domestic mobile phones "encirclement" Apple

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Edit | Yu Chen

Every fall, it is the time for the large mobile phone manufacturers to release new machines intensively.

On September 7, Apple released four mobile phones of the iPhone14 series. One day before the Apple conference, Huawei released four models of the Mate50 series. Although the new machine has improved in image, screen display, and falling resistance. There are a lot of paragraphs that use Mate50 to smash walnuts on the Internet, but the lack of beauty is that Huawei Mate50 is a 4G mobile phone. Want to achieve 5G communication, rely on 5G mobile phone case. The chip also uses the Snapdragon series instead of a self -developed Kirin chip.

Picture source: Huawei conference

Entering in late September, mobile phone manufacturers released new machines more frequently.

On September 26, vivo released a folding screen iterative new product vivo X Fold+. This new machine is equipped with a Snapdragon 8+ processor to make up for the short board and battery of the dragon chip to 4730mAh. The outside world is called the most stacked folding screen mobile phone.

On September 27th, Xiaomi released the mobile phone CIVI2 jointly co -branded with Hello Kitty. In terms of configuration, this positioning girl's mobile phone uses FHD+Huaxing Optoelectronics OLED screen, supports 1920Hz high -frequency PWM lighting, battery capacity is 4500mAh, and supports 67W fast charging.

At the same time that the large factory was released intensively in September, many people are guessing: Why the new products of major mobile phone manufacturers are set in September, is it apple that will launch a new machine in September each year? In fact, although it seems that domestic mobile phones have launched "encirclement" to Apple, the current market share of the high -end mobile phone can almost be said to be the only one. Can domestic high -end mobile phones be higher with Apple?

Not only consumers are voting with their feet

Judging from the new machines released in September, the mobile phone selling points released by mobile phone manufacturers are different. Among them, Huawei Mate50 focuses on satellite communication functions, which is basically the same as the function released by the iPhone14.

The so -called satellite communication function refers to sending some brief help information through the communication satellite in the sky. It is not a new black technology. Instead, it is an extremely mature and widely used communication technology. It is often used in characteristic areas and groups and people in geological exploration, ocean transportation, forest patrols. The communication efficiency is relatively low and the price is very expensive. Essence

However, from the market performance of the Huawei Mate50 series, the previous Mate series is still hot. According to the industrial chain, Huawei ’s first Mate50 series has a total of about 4 million units. At present, these stocks have been divided by self -operated stores and online malls, operators, major e -commerce platforms, corporate customers, etc. The emergency increase of the Mate50 series, but the high price of Huawei Mate50 has also dismissed many consumers.

Consumer Nana told the planet that she believes that Huawei Mate50 is not cost -effective. Taking Huawei Mate50 Kunlun Xiaguang 512G as an example, its price in JD is 9999 yuan. This price is higher than the price of 8899 yuan of 8,899 yuan at the iPhone14 Pro dark purple. More importantly, the iPhone14 Pro is a 5G mobile phone, but Huawei Mate50 is still a 4G mobile phone. At the same price, why not buy a 5G phone?

Vivo X Fold+continues the previous Vivo X Fold's "aerospace -grade floating -type hinge". This hinge of vivo X Fold+contains 174 components, and uses liquid metal alloy alloys, FS53 aerospace high -strength steel and other six aerospace -grade materials.

However, in terms of other mobile phones released by the benchmark vivo in April this year, its sales, popularity and popularity of the JD platform have a lot of gaps. The price of vivo X Fold+is higher than the other X Fold. Whether consumers buy it, I am afraid that a big question mark may be required here.

Picture source: Jingdong

Xiaomi CIVI2 is still the main offline market. Hello Kitty joint+high value+light and light body+excellent selfie effect is the main selling point of this phone. Obviously, Xiaomi CIVI2's target users are young women with higher income.

From the perspective of market performance, since Xiaomi announced CIVI2, the number of reservations in less than 110,000 in less than a day. Although the product heat is high, how much real transformation can be brought in the future still requires the market to give answers.

Picture source: Jingdong

It can be seen that domestic mobile phone manufacturers have their own focus on high -end market strategies, but in the end, whether such a strategy can succeed depends on whether consumers pay for it, and sales have become the decisive factor for whether the channel relationship is stable, but it is obviously not the only factor.

Qian Min, who has been engaged in the research of the mobile phone industry for many years, told the value planet. OV, which has been separated from step -by -step high school, has established a relationship of cross -holding shareholding with channel partners early, and uses a high rebate system to control and stimulate the entire sales chain. Basically, basically The disk is relatively stable.

Although the offline channels of OV in recent years have been affected by Xiaomi, Honor, and Huawei, it is actually dug out. It is more downstream channel vendors. It has not fundamentally shaken OV offline channel business. In addition, many offline development models of Xiaomi and Honor are actually borrowed from friend OV. For example, the independent Honor acquisition of the Honor shareholders includes more than 30 glory agents and dealers, among them, there are powerful channel vendors such as Tianyin Communication, Suning Tesco, and Beijing Songlian. Use cross -holding or interest distribution to complete the linkage with offline channel vendors, and benefit from each other.

But compared with OV, some Huawei's offline dealers are accelerating "escape". "Huawei can have no mobile phone business and relies on other businesses to rescue ourselves, but what do we do with the dealers of Huawei mobile phones?" Huawei dealer Sun Peng said helplessly.

Sun Peng went on to say that Huawei dealers have been difficult for the past two years. Because Huawei has not been able to break through in 5G business, dealers can only make a living by selling Huawei products, which has also caused many problems. "On the one hand, in accordance with the requirements of Huawei, large Huawei dealers 'stores need to be opened in the center of the local city, and the number of employees must not be less than 30. However, the gross profit margin of other products in Huawei is not very high. What should we pay for employees' salary and property What about the fee or electricity cost? "Sun Peng revealed that he had a direct loss of 300,000 last month.

On the other hand, telecommunications operators are currently vigorously promoting 5G business. Operators in many regions in China directly send out clear regulations to partners that operators' offline stores shall not sell any brand 4G mobile phones. "If the supervision of the patrol shop is discovered, the assessment is conducted in accordance with the standard of 2,000 yuan per mobile phone. This is equivalent to the end of our previous effort to maintain the relationship between the operator."

The high -end market of Xiaomi mobile phones is still mainly cost -effective. Although this meets the needs of consumers under the impact of the epidemic, it is actually hidden in many risks. For example, this route does not give the channels to the drought and flood protection of channel merchants, and there is no firm interest bundling. The high cost performance model is doomed. If the long -term benefits are low, channel vendors can easily escape.

The logic behind the new machine was released in September

Internal insiders from many mobile phone manufacturers such as Huawei, Vivo, Xiaomi told the Planet that the reason why they chose to release a new machine in September were actually determined by the supply chain behind the new machine.

During the production process of smartphones, complex, precise, and interlocked cooperative relationship chains are assigned due to different procedures and types of work. Generally speaking, the production process of mobile phones includes: demand prediction, product design, raw material procurement, component procurement, component manufacturing, whole machine manufacturing, product packaging, and finally circulate in the hands of consumers through offline terminal stores or e -commerce platforms.

Picture source: Zhejiang Business Securities Research Institute

Taking component manufacturing as an example, the current smartphone parts on the market can be roughly divided into core parts represented by CPU, GPU, DRAM, and display chip. General parts represented by glass cover, plastic, and packaging printing.

In these components, the iteration of mobile phone performance is closely related to chip research and development. For example, the Snapdragon 8+ in July, and then Xiaomi, IQOO, Realme, etc., all followed up the release of new Snapdragon 8+ machines. If a friend released a mobile phone equipped with a new chip and does not follow up, it means that consumers need to be taken away by friends.

This year's situation seems to be particularly "volume". The Snapdragon 8GEN2 of TSMC, which is the upgraded version of the Snapdragon 8+ chip in July, will be unveiled in mid -November. Presumably, mobile phone manufacturers will be full of 8GEN2's starting model. Coupled with the Snapdragon 8GEN1 in December last year, it means that in less than 12 months, the chip has completed three iterations and also allowed the flagship to upgrade three generations.

Every year, Apple releases a new machine time. At this time, major mobile phone manufacturers will complete the layout of production capacity in advance and release high -end mobile phones to marked Apple.

However, it should be pointed out that although the time for major mobile phone manufacturers to release new machines is affected by the upstream supply chain, this is not a decisive factor. Major mobile phone manufacturers will adjust according to the market conditions of each model to increase the sales of mobile phones.

Li Lin, who had previously engaged in OPPO mobile phone activities, told the Planet that the college entrance examination was ended in June to early September.

Therefore, the Reno series models are generally selected in June. Since then, they will launch a series of summer promotion activities such as graduating season purchase machines, college entrance examination candidates with admission tickets, and new students' opening season. The new machine ushered in the peak of sales in a short time.

Picture source: Net Map

In order to maximize the profitability of a new machine, the business of major mobile phone manufacturers will start to find domestic APP manufacturers to communicate new machine pre-installations 3-4 months before the release of the new machine. Tao Ge, who has cooperated with the new mobile phone brands in China, told the value planet that because the crowd faced by a new machine is different, the pre -installation costs of its single app are also different.

Similar to the high -end models like Huawei Mate, the pre -installation fee for an app is at least 6 yuan, and the number of pre -installations is at least 10 million, and because major mobile phone manufacturers are the traffic entrance of mobile apps on mobile APPs They do not have too strong bargaining power to mobile phone manufacturers. Even if a new machine pre -installed APP is 10, this income is a lot of income for mobile phone manufacturers. The road of domestic high -end mobile phones is still long

Although the recent data released by IDC shows that in the second quarter of this year, Apple occupied about 70%of the high -end mobile phone market in China (about 4,200 yuan) in China, and the remaining mobile phone manufacturers totaled only 30%of the total, and Compared with the fourth quarter of last year, although this market share has narrowed, there are still many ways to go in the future to continue to open the high -end market in the future.

Data source: IDC China

First of all, from the perspective of user loyalty, Apple is indeed very advantageous. Master Li, who has done mobile phone repair in Beijing for 10 years, told the value planet. Many Apple users who repaired mobile phones in the shops said that they used to use the Apple system and it is difficult to use the Android system. If the Apple mobile phone cannot be repaired, he will continue to buy a new Apple phone. In fact, the people who buy high -end mobile phones in China are relatively fixed. How can domestic high -end mobile phones snatch these users from Apple?

Secondly, Apple still occupies a dominant position in the high -end market. The core is the advantages of Apple's hardware capabilities, software system capabilities, and service capabilities in the bottom. The reason why Apple can have this advantage is that the high premium brings high profits of the enterprise and maintains the high R & D investment of the enterprise. This has formed a positive cycle within Apple.

For domestic mobile phones, if the cost of investing in research and development is too high, this means that the future costs must be rely on the average of these costs to maintain the normal operation of corporate cash flow, but the revenue of domestic high -end products in the short term The scale is difficult to get bigger.

Finally, the folding screen mobile phone with tens of thousands of yuan has been highly hoped by major domestic mobile phones, and even deployed it as a "killer" in the high -end market. But a fold -screen mobile phone user Dudu told the value planet, "Friends around them rarely buy folding screens, and the price of tens of thousands is really too high!" And in the process of using the folding screen mobile phone , Often experience unstable experience and software system adaptation.

Behind the user's complaints, it is actually related to the large -scale workload and high cost of the folding screen mobile phone. But the price has been high, but in fact, many consumers have been persuaded. For domestic mobile phones, only when the price is reduced while maintaining the balance of its own profits, optimizing its own experience, and allowing the real people of the folding screen mobile phone, can this market be bigger.

This is also destined to be a long -lasting war, which tests the innovation, product power and brand power of domestic mobile phone manufacturers.

*This article is based on public information, which is only used as information exchange, and does not constitute any investment suggestions

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