Who compete with Apple high -end?

After Huawei, who will fill the vacancy of the high -end mobile phone market? For domestic smartphone manufacturers that are competing on high -end tracks, not only must they have a higher and low, long -term future with Apple in the product and user market, but also more intense competitions. Enter the era of all things.

Author: Qian Yujuan

Figure: Tuwa Creative

Guide

One || Apple iPhone13 series If the sales volume is directly hanging the latter compared with domestic Android high -end flagship machines at the same price. Moreover, "Apple uses a more aggressive low -cost strategy to seize market share."

|| In fact, benchmarking apples and seeking high -end breaks, manufacturers know that they need to make breakthroughs in the product experience. How to take a differentiated route and test the manufacturers.

Three || The market is never a unique family. Chinese brands have a chance. After all, Huawei once appeared. The development of the market must be that in addition to Apple, there will be one or two Android high -end mobile phone brands in the future.

For the iphone, domestic smartphone manufacturers have become more serious.

Different from the main dazzling hardware black technology in the past. On the evening of July 4, Lei Jun, the founder, chairman and CEO of Xiaomi Group, revealed that the team had a problem of mobile phone fever. From the end of last year, "seriously benchmarking iPhone". After more than half a year We are not inferior to the problem. Although there are some scenes who lose in Apple, "Xiaomi is definitely half a catty compared to the iPhone."

In addition to the energy consumption tuning, Xiaomi's new flagship 12S series also holds Leica, and it is announced by upgrading the image function to take a step in high -end changes. There are a lot of highlights, but Mr. Yu, who has accompanied Xiaomi for more than ten years, has been "not interested". Today, he has left from the "Mi Fan" camp for more than 9 months.

After Apple launched the iPhone13 series, many users, like Mr. Yu, have become "fruit powder". Counterpoint's survey data on the global high -end mobile phone market share of 2022 showed that Samsung fell from 18%last year to 16%this year, while Apple increased from 57%last year to 62%this year.

Among the domestic mobile phone brands, Huawei once took the lead in breaking through the siege, and once won 17.45%of the global high -end mobile phone market, squeezing Apple's market share step by step. However, the chip interrupted the same "gray rhino" and hit Huawei directly, causing its market share to slip rapidly.

After Huawei, who will fill the vacancy of the high -end mobile phone market? Although Xiaomi, OPPO, vivo, and the glory independent from Huawei have been actively preparing for the blank market in the past two years, and they have carried the banner of the high -end market for the high -end market and iterated flagship products. No manufacturer can give the answer about the above questions.

Shipment reality

"No longer cared about Xiaomi." Mr. Yu's "removing powder" is dating back to June last year. He encountered Xiaomi's "Burning Board" problem as "Huadan" 11ultra in 2021, which consumed more than three months before and after After finally getting a return refund, Mr. Yu bought an iPhone13promax on September 25 last year and became a new "fruit powder".

Since last year, Mr. Yu's awareness of domestic smartphones has changed. In an interview with a reporter on July 6, he said, "((domestic smartphone) chip processor cannot break through, how can it be a real high -end?" He even felt that in the current "August+", he In recent years, it will not be replaced with domestic smartphones.

According to the statistics of mobile phone shipments in the Chinese market in Q1 in Q1 in Q1 in Q1 in Q1 in Q1 in Q1 in Q1, Honor won 20%of the domestic market share with 15 million sales. Although it exceeded the two points of Apple, it is its figures that support the share of Honor. A series of mobile phone products, not high -end flagship models.

According to Strategyanalytics, the best -selling mobile phone list in the Chinese market in Q1 in the Q1 in the Q1 in the top five of the top five, only three of the Apple brand, iPhone13 ranks first, iPhone13PROMAX and iPhone13Pro are ranked third and fifth in them, ranking among them. The domestic mobile phone brand of Er and Fourth is the Honor 50 and OPPOA56.

An analysis of a securities company who has been paying attention to the mobile phone industry for a long time, if the Apple iPhone13 series is compared with domestic Android high -end flagship machines at the same price, the sales volume directly hangs the latter. Moreover, "Apple uses a more aggressive low -cost strategy to seize market share." Fang Jing, the chief analyst of the Electronic Securities Research Institute, saw that the 128GB iPhone 13 is 800 yuan lower than the iPhone12 of the same capacity, so it will be a single price of 800 yuan. Let the "competing products replace the dividend gradually dissipate."

"On the high -end track, there is no Huawei, Apple has nearly one unique family." Lin Zhidao, the chief analyst of Wit Display, who has observed the mobile phone market for many years, came out. In the domestic Android camp, Xiaomi and Honor were defined at the beginning of their birth. Domestic smartphone brands that are cost -effective.

Insufficient brand power, Fang Jing also specifically pointed out this factor in the research report, and this is why domestic smartphone manufacturers are difficult to break through in the high -end market and cannot be ignored.

It is difficult to change consumer cognition. A person from the upstream of a mobile phone manufacturing industry chain has seen that in the past two years, domestic smartphone manufacturers are more willing to invest in product advertising marketing, but she believes that the fairness of market competition lies in " "The product is king", the real test of consumers is more practical. However, after the dual test of time and market, the reality left to the Android camp was very embarrassing. Fang Jingjian observed the mobile phone industry and analyzed in its research report that the Android camp did not obtain a market that Company H (outside interpretation as Huawei) as scheduled.

Find differentiation

Li Yu (pseudonym), who has been cultivating in the mobile phone industry chain for many years, hopes that domestic smartphones can break through the low -end "fences" and go global and high -end, but he also has intuitive feelings, "doing high -end, too much, too much, too much Difficult."

What needs to be faced is that the key to high -end is the product. "It is not a simple stack". Li Yu told reporters that in recent years, the hardware competition of high -end flagship mobile phones is increasing. "The so -called product power improvement brought by this does not put pressure on Apple, Samsung, etc."

Nyingchi also feels the same, "I did not accumulate, it must only pile up." He felt that almost all domestic smartphone manufacturers "used to use doctrine" in terms of hardware. Big pattern.

Focusing on the current "Rongmi OV" in the domestic mobile phone market, Li Yu did not see them differentiated in hardware, and it was precisely because of this. No manufacturer can make up for Huawei so far "It is worthy of high -end."

In fact, the benchmarking apples and seeking high -end breaks, manufacturers know that they need to make breakthroughs in the product experience. How can they take a differentiated route and test the manufacturers.

"Terminator of the pain point of consumers." This is the expectation of Honor CEO Zhao Ming's high -end flagship products. He also believes that simple hardware configuration stacks or low -level duplication can not impress consumers. In addition, the high -end products of all mainstream domestic smartphone brands are currently using Qualcomm Snapdragon chip processor. How to make the chip carry the maximum performance on the mobile phone and become the ability of glory. Capability and optimization techniques for underlying tuning.

However, most of the chip design manufacturers of Qualcomm and MediaTek are mostly independent iteration processors, while Apple is iterated with its own products.

"The composition of a mobile phone is a combination of hardware and software." Li Yu feels that the chip performance tuning and polishing of high -end flagship phones takes time, which can be more time. Each generation of high -end flagships is a new chip processor, but iPhone can use the same chip for several generations. "Who do you say is easier to tune and improve?"

The answer is self -explanatory. It is also necessary to have a long process that, including Xiaomi, OPPO, and vivo, all invest in self -developed chips.

Li Yu mentioned that the self -developed chip "Mariana X" equipped in the OPPO's FindX5 series flagship mobile phone is a video -specific NPU. Developing functional chips for a certain use scenario is not alone. "Blue Factory" Vivo has also launched two self -developed images and display performance chips for more than a year, while the founder, chairman and CEO of Xiaomi Group Lei Jun announced the fourth official on the evening of July 4th. Self -developed chip -surging G1, a management function chip specifically for battery life. "The CPU is the core." Not only Li Yu, but also Lin Zhi also emphasized that the CPU is the result of the integration of multiple chips and the embodiment of the comprehensive strength. "It is not a single functional chip comparable."

In fact, in order to narrow the gap with Apple's innovation, Xiaomi also wanted to make the CPU directly like Huawei developing a Kirin chip. "Pine cones started, but the reality is too difficult, so I stepped back from simple." At present, in the chip developed by domestic smartphone manufacturers headed by Xiaomi, he sees their progress in the self -developed route, and he feels that the manufacturer has become pragmatic.

Similar to functional chips, differentiated products and performance. The reporter saw that domestic mobile phone manufacturers also increased their investment in specific scenarios and experiences. Lei Jun believes that the commanding height of the high -end mobile phone experience in the future is that in terms of video, in addition to holding Hand in Leica, Xiaomi also decided to continue to invest in the construction of the image brain, and at the same time open its capabilities to the industry.

Opportunities and dilemma

Nyingchi always remembers that when Huawei was benchmarking with Apple, "found the other party's weakness attack". At that time, Apple had only one significant product iteration a year, and the product function was considered "the golden mean" for all users. After learning about the situation of the other party, Huawei began to start with the image, devote vigorously, strengthened the technical functions such as taking pictures, videos, and the blessing of CPU, so that he gradually established the heel on the high -end.

Not only that, Huawei also seized the opportunity of the Samsung Note7 incident. When the competitors' high -end mobile phones retreated the market, they cleverly followed up and snatched their share. "Competitors can make mistakes, you can seize the opportunity to develop." Lin Zhi believes that when Huawei is sanctioned, the glory has not yet entered the high -end market, Xiaomi, OPPO and vivo have ushered in the opportunity to catch up. Okay, ability is not available. "

Domestic smartphones adopt the logic of "promotion", and Apple is also changing when breaking through the high -end market.

"In the past, the iPhone had a maximum of two products per generation." Li Yu found that now Apple intends to dive to snatch the mid -range market with domestic manufacturers. This manufacturer has long been perceived. After the release of the iPhone13, Zhao Ming noticed that "Apple has a decrease in dimension reduction in the Chinese market." He also deeply realized that when China's high -end mobile phone market changed from the past two poles to one pole, At the time, domestic high -end flagship machines urgently need to rise. Nyingchi's understanding is that the stock market is an elimination market, and it is more high -end competition. The lesson of the former car has already shown that the market is never a unique family. "Chinese brands have the opportunity". After all, Huawei once appeared. The development of the market must be that in addition to Apple, there will be one or two Android high -end mobile phone brands in the future.

Grasp the "Tian Shi" that needs to make up for the market, manufacturers still know how to coordinate "geographical" and "people"?

Fang Jing believes that smartphones have already entered the stock market. In addition, there are many "anti-winds" this year. "Inner volume exacerbates".

For the current situation of the Android camp, Nyingchi is not optimistic. Difficulties. "Zhao Hongzhong, CEO of Mo Rui Technology, a mobile phone upstream supply chain company, told reporters that the operating system should especially consider the unity and acceptance of domestic and foreign markets.

At present, those who can optimize the underlying Android system, in addition to Samsung, domestic manufacturers belong to Huawei, standing on the giant's shoulder "re -entrepreneurial" glory, intending to enhance differentiated competition by improving the AI ​​intelligence of the operating system, but Lin Zhi feels that On the system, the use of ecological construction is also extremely critical.

Compared with the Yiyun multi -end of the Apple iOS ecosystem, connecting the Internet, focusing on the ecological construction of the domestic Android camp in the field of Internet of Things and artificial intelligence. Only Huawei Hongmeng ecology has become the third largest application ecosystem in the world after the Google and Apple iOS.

For domestic smartphone manufacturers that are competing on high -end tracks, not only must they have a higher and low, long -term future with Apple in the product and user market, but also more intense competitions. Enter the era of all things.

I want to enter the state -owned enterprise iPhone14 prelude: agent's pressure of funds, the supply chain for long drought to wait for Apple Japan, to end

- END -