In the competition for best-selling models, domestic mobile phones still cannot escape the strategy of flooding the market with products
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In the six months since January this year, the domestic smartphone market has become increasingly differentiated. Four mobile phone manufacturers represented by Huawei, OPPO, vivo and Gionee have firmly established themselves in the first-tier camp, controlling offline channels, deploying multiple models, and increasing shipments month by month, becoming the backbone of domestic smartphone brands. Strictly speaking, this trend has gradually emerged at the end of last year, and this year, with the exception of the three existing major manufacturers, Gionee's unexpected rise has clearly locked the above four in the first camp. So why is it that "Jinhua OV" has taken a dominant position in the domestic smartphone market? The offline channel has obvious advantages, and it has completely defeated Internet brands. Dongdong Notes analyzed the "China Best-selling Mobile Phone Market Analysis Report in May 2017" released by the First Mobile World Research Institute, and calculated the sales results of 221 cities and 842 offline mobile phone stores in 25 provinces/municipalities/autonomous regions in the data source. It was found that the data in the report is basically similar to the sales data of some major brands obtained by Dongdong Notes. This report more comprehensively reflects the sales status and changes in the domestic mobile phone market in the past six months. First of all, the advantages of domestic brands offline are clearly reflected in the proportion of shipments. In May 2017, the offline market of mobile phones in mainland China accounted for 80.17% of the total shipments of the Chinese mobile phone market. In other words, the proportion of online and offline mobile phone market in China has shown the "80/20 rule", and Internet brands are obviously at a disadvantage. In the competition for best-selling models, domestic mobile phones still cannot escape the strategy of the sea of machines . Among the 80% of offline shipments, "Jinhua OV" is in a leading position. The specific ranking of the report shows that Huawei, vivo, OPPO, Apple, Gionee, Samsung, Xiaomi, Meizu, Honor, and Meitu are the top 10 Chinese mobile phone brands in sales in May. Without considering Apple and Samsung for the time being, the ranking of the other 8 domestic mobile phone brands can directly see the shipment advantage of "Jinhua OV". The primary reason for these four brands to stand firm in the first camp is the offline channel advantage. As we all know, the biggest influencing factor of the changes in the domestic smartphone market in 2016 is the construction of offline channels. Among them, the most typical representatives are OPPO and vivo. Because of the continuous construction of offline stores for many years, they have created a capillary-level offline sales network, making the two the biggest dark horses in 2016. According to public data, the number of OPPO offline stores exceeded 200,000 by the end of 2016; vivo's offline stores are even more than OPPO, exceeding 250,000. It should be emphasized that these are only the offline stores opened by OV, and do not include chain stores such as Suning and Gome, supermarket counters, and even small and micro stores. With such offline sales strength, OV's shipment growth rate in each quarter of 2016 exceeded 100% year-on-year. The situation of Huawei and Gionee is similar to that of OV. Huawei has continued its sales momentum in 2015 because it attaches equal importance to offline and online sales, and remains the first in the industry. This means that even though Huawei's number of stores is not as good as OV, its sales situation is not weak. Gionee originally had an advantage in offline channels, and this year it gradually exerted its strength in product categories, and its sales momentum is prominent. As the advantages of offline channels become more and more obvious, the first and second largest camps in the domestic smartphone market have been determined. Huawei, OPPO, vivo, and Gionee are in the first camp, and the First Mobile Phone Industry Research Institute pointed out that "Internet brands represented by Xiaomi, Meizu, Honor, and Meitu have successfully transformed offline and formed a stable second camp in China's offline mobile phone market." The secret to high rankings is still the seemingly old-fashioned machine sea tactics. For mobile phone brands such as Huawei, OPPO, vivo, and Gionee, consumers are most familiar with their respective flagship models, which has a lot to do with their bombardment marketing and promotion methods. For example, Jay Chou, William Chan, Dilireba, Li Yifeng and other first-line stars took turns to talk about the "OPPO R11 front and back 20 million pixel camera function", which is difficult for the audience to forget. However, these mobile phone manufacturers do not rely on only a few flagship phones. There are several key data in this report that can prove that the secret of "Jinhua OV" to stand in the top four positions is the machine sea tactics. After all, it is impossible for domestic mobile phone brands to dominate the market by relying on one or two models a year like Apple. Dongdong Notes analysis found that the basic distribution of the 77 mobile phone models with the highest sales in domestic offline channels in May was: 11 models from Huawei, 8 models from vivo, 6 models each from OPPO, Gionee, Apple, Honor and Candy, 3 models each from Samsung and ZTE, 2 models each from Hisense and DOOV, 1 model each from Meizu, Xiaomi, Lefeng, Changhong, Nokia, Redmi, Ouci, Lily and others. If we focus on the top 10 best-selling mobile phones in May, we will find that vivo, Huawei and OPPO have a wide range of models: including vivo X9, Huawei Mate9, Huawei P10, OPPO R9S, Huawei Enjoy 7 Plus, OPPO A57, iPhone 7 Plus, vivo Y67, OPPO A59S, vivoY66. If we expand to the top 20 best-selling mobile phones, Dongdong Notes counts that Huawei has 7 models, vivo has 5 models, OPPO also has 5 models, and Apple has 3 models. In short, it is "fortunately there are many, and we are taking advantage!" From the above data, it can be seen that the models of "Jinhua OV" on sale at the same time in the same period are usually several times that of other brands, and most of the models can become best-selling models (offline channels + marketing promotion). This reflects that the biggest advantage of the sea of machines strategy is that it can meet the diverse needs of various consumers. Taking Huawei as an example, the two flagship models P10 and Mate9 cooperate with each other to achieve the "twin star" positioning, and other mid- and low-end models also do not lose their positions, so they have a high share of 35% in the best-selling models. Dongdong Notes believes that as the proportion of best-selling models is increasingly concentrated in a few big brands, the head effect of the domestic offline smartphone market is becoming more and more obvious, and the influence of mainstream brands will also increase. Therefore, the space left for small and medium-sized mobile phone brands will become even weaker. Based on the above situations, the First Mobile World Research Institute has made a judgment on the current domestic smartphone market, "The mainstream brand market of Chinese mobile phones still maintains the "Jinhua OV" pattern, but the product strategies of the four companies have begun to be similar, all of which are high-end, medium-end, and low-end "three arrows", entering an unprecedented era of comprehensive product competition." From this sentence, we can draw a conclusion that Huawei, OPPO, vivo, and Gionee all adopt a comprehensive layout strategy of high, medium and low-end, with the combination of flagship models and multi-level models. Most categories are endorsements + marketing firepower, and the product competition trend is becoming more and more fierce. Not only that, this result also exposes a hidden worry of the first camp in the domestic smartphone market. Although from the data, other mobile phone manufacturers will not shake the position of "Jinhua OV" in a short time, the competition (homogenization) between these four companies will obviously become more and more fierce. The most intuitive change is that more and more Huawei and Gionee stores have become neighbors of OV, and there will be more in the future. By then, the offline strength of "Jinhua OV" will be almost equal, and the future competition will be about brand influence, product quality, and the strength of preferential policies that manufacturers can give to channels. Generally speaking, changes in the domestic smartphone market have always been turbulent, just like in this offline mobile phone shipment report, we have seen the presence of Internet brands such as Xiaomi, Meizu, and Honor. In this case, how long can the first camp of "Jinhua OV" last, and who can predict it? 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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