From China to the United States: Talking about mobile phone screen protectors
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Since humans began to use mobile phones, there has been a market that has been advancing with the development of the mobile phone market, and that is mobile phone film. With the development of smart phones and the improvement of mobile phone materials in recent years, the topic of whether the film industry is still necessary has gradually been pushed to the forefront. On May 19, Suning Appliance launched a new activity - free mobile phone film, covering 34 cities across the country (can be checked on the official website). The author went to the Lenovo Bridge store closest to me to have a look, and the implementation was quite good. The author saw it at noon on May 19. That morning, more than 20 people had free film in this store, mainly middle-aged and elderly people. If the user brings his own film, it will be applied for free. If he does not bring a film, he will be given a free film and applied. Of course, there is nothing to choose from the films. If it is a popular model, it is an ordinary high-transmittance film. If it is other models, it is a film cut on site. No matter what kind of film, this activity is always for users to profit. Speaking of this, I feel sorry for the guys who apply film on the roadside. Their ancestral craftsmanship is given away by Suning for free. Isn't this stealing business? I heard that the guys on the flyover are ready to mobilize the power of the "film sticking gang" to compete with Suning. Regardless of whether it is true or not, let's join in the fun today and talk about this film. Why apply film? Let's talk about this ordinary high-transmittance film first. Why apply this kind of film can actually be summarized in two words: "treasure". Why do you cherish it so much? It may be that the material of the mobile phone screen itself is very easy to scratch, which makes people feel particularly distressed; it may be that this mobile phone will be used for many years, so you must take good care of it at the beginning; it may be that this machine is hard to come by, so you love it especially; it may be that this mobile phone is ready to be sold after use, so you must protect it well; it may be that you have obsessive-compulsive disorder and can't stand the slightest scratch. In short, there must be a reason for you to feel that you need to give your mobile phone extra care. I think this is why fewer people around me choose to apply this basic film, because most of the best-selling mobile phones on the market now do not need this extra care. Glass screens are becoming less and less scratchable, mobile phones are replaced more and more frequently, there are more and more products to choose from, prices are falling faster and faster, and second-hand goods are becoming less and less valuable. These factors together make fewer and fewer people apply films. Of course, there are other films that are applied for special functions, such as the tempered glass film that is more popular now, which is said to allow the mobile phone screen to withstand hammers (probably no one has tried it); the frosted film that was popular in the early years, although the fingerprint removal effect is obvious, has a huge impact on the transparency of the screen; in recent years, mirror films and anti-peep films have become popular, the former can turn the mobile phone into a mirror, and the latter prevents people around from watching; there are also some films for decoration, changing the color or material of the body, such as colorful color films and cork films. These special types of films still have a certain market, but because most of the materials are not satisfactory and the price is high, or some types affect the transparency of the screen, the audience is always relatively small. Where to buy films? Most of the channels for purchasing films now are online shopping. The price of online film purchases ranges from 0.5 yuan to 500 yuan. The quality is naturally uneven, and the ease of use also varies greatly. Mobile phone stores usually sell them, but they are not too cheap, ranging from about 20-200 yuan. The quality is basically guaranteed, but generally there are only high-transmittance films and anti-scratch films with relatively good sales, and there are no strange ones. I have seen super strange films in some small commodity wholesale markets, various killing Matt styles, and the price is only 20-50 yuan, but they are three-no products and have no quality assurance. The other is to buy them directly when applying the film, but the roadside film with a basic market price of 5 yuan will receive about 20 yuan. The advantage is that it can be directly replaced with a new one if it is used up. How to apply the film? Overpass film is really a magical industry. I still remember that when I went to apply the film a few years ago, the ordinary high-transmittance film was priced at 15-50. I asked again two days ago, and it was still this price. It is really the industry with the smallest price fluctuation. In fact, most people know that the film industry is a highly profitable industry. The film that costs a few yuan is priced at dozens of yuan. There have been practitioners who broke the news that the cost of the films sold on the market is actually similar, and the highest is only a few yuan. The reason why people choose to paste the overpass film is actually for convenience, and if the film is broken, it is guaranteed to be re-pasted, and it is better than buying the film online and spending money. However, as the film manufacturers are becoming more and more humane, buying a film will give you a film-pasting tool, and there are tutorials. If you are careful, you won’t have too many problems if you paste it yourself. There are even things like invincible film machines, which are simply amazing. Why is the overpass film still so popular? In fact, what the Suning staff said makes sense. Not everyone is a young person who is willing to do it themselves. Many middle-aged and elderly people have their children replace their smartphones. They have a deep-rooted idea that they still need to protect it well. They don’t know how to do it themselves. They spend a dozen or dozens of yuan, as long as they can afford it, they will paste it. After all, such expensive mobile phones are used, so it is understandable that the price of overpass film is high. They charge service fees. How about mature markets? When we talk about mature markets, we always talk about the United States. The maturity of the mobile phone market will inevitably drive the surrounding industries to maturity. Our reporters stationed in the United States and some of my friends living in the United States helped us observe the American market. First of all, few people in the United States use screen protectors. Most people use contract phones and change phones frequently. The current mobile phone screen will not have particularly obvious scratches after one or two years of use, so there is no need. Secondly, most people who need screen protectors buy screen protectors from well-known brands online and then apply them themselves. The price of the screen protectors ranges from US$2 to US$40, mainly anti-scratch tempered glass films. This service is rarely available in shopping malls. Occasionally, there are a few mobile stalls that are expensive, generally around US$20-50, but they do not accept screen protectors brought by yourself. There are also small roadside screen protectors in the United States, but they are all concentrated in Chinatown. You can also bring your own screen protectors and pay a labor fee. The price is similar to that of shopping malls. In addition, compared with the former screen protectors, young people in the United States are more enthusiastic about various decorative back screen protectors, various silicone cases, mobile phone cases, etc., and functional protective cases are also more popular. For them, putting a film on the phone and wearing a case are more of a way to show their personality, not for the purpose of protection. Do you really need a film? If we really discuss whether you need a film, it actually depends on the person and the phone. In fact, as I said before, if you find that the reasons for "why to put a film" have disappeared, then your phone naturally does not need a film in terms of use, but I do not exclude people who have special protection and other demands for their phones. For this part of users, my suggestion is that if you want a special film, you should be patient and choose to shop online and do it yourself. You will find that it is really not worth putting a film outside; if you just want to put an ordinary high-transparency film, Suning may be a good choice. In fact, mobile phones have become a fast-moving consumer product. In a more mature market environment, mobile phones should be more "affordable", "affordable" and "more durable". In this way, consumers will "operate on demand" for mobile phone films instead of "obsessive-compulsive disorder attacks", and the huge profits of mobile phone films will disappear. Let this industry slowly become a niche. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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