For a long time, 3,000 yuan is a rather subtle watershed. On top of it, it is a mid-to-high-end market dominated by multinational brands. Under it, it is a familiar market for domestic mobile phones.
Despite the "cross-border" heart, it is the first time for domestic mobile phones to launch such a strong intensive attack to the mid-to-high end. In recent months, the mobile phone "machine king" competition, whether it is Lenovo's MotoXPro or Cool Platon, or Huawei's P8, Xiaomi's Note top match, Nubian's Z9, all put pricing A stall that was not dare to match in the past.
"Now the domestic smart phone market is entering the era of stock replacement from the incremental era, consumers are more critical of the quality and price of mobile phones." Nu Fei, general manager of Nubia, said. The implication is that the high-end market brings not only the pursuit of consumers, but also the market opportunities generated by the brand premium.
However, some insiders told reporters that although catching up with Samsung Apple is not a paper talk for Chinese domestic mobile phone manufacturers, how to make marketing no longer rely on "buffing", production capacity is no longer often "hunger", perhaps the most need for all manufacturers to think now. problem.
Rushing "machine emperor"
Players in the mid- to high-end mobile market may not be so lonely.
"From the current market data, China's mobile phone manufacturers in the 2000 to 3000 yuan ratio is rising." Ni Fei said in an interview with reporters yesterday. Just the day before, Nubia launched a Z9 model with a price of more than 3,000 yuan, of which Z9 classic version is priced at 3,499 yuan, elite version is priced at 3,999 yuan, and exclusive version is priced at 4,499 yuan.
Previously, whether it was Lenovo's MotoXPro or Cool Platon, or Huawei's P8, Xiaomi's Note top match, all of them put the price in the past unbelievable stalls - 3000 yuan.
It should be noted that since the first wave of domestic mobile phones in 2002, Chinese-made mobile phone brands have always been synonymous with “low price†although they sometimes occupy a considerable market share. In the current smart phone pricing system, 3,000 yuan is a subtle watershed of domestic mobile phones. On top of it, it is a mid- to high-end market dominated by multinational brands. Under it, it is a familiar market for domestic mobile phones.
"Now the domestic smart phone market is entering the era of stock replacement from the incremental era, consumers are more critical of the quality and price of mobile phones." Ni Fei told reporters. In his view, the high-end market brings not only the pursuit of consumers, but also the market opportunities generated by the brand premium.
How many domestic brand mobile phone manufacturers have gained more market opportunities in this round of "machine emperor" wars, we don't know, but we can see that in this round of high-end models, some upstream component manufacturers have already Became the biggest beneficiary.
Xiaomi, the founder, chairman and CEO of Xiaomi, said that the mobile phone is the "most expensive mobile phone in history" when the Note Top version was released. The Qualcomm [Weibo] Snapdragon 810 chip is about 90 more expensive than the Snapdragon 801 chip. %, LPDDR4 is about 35% more expensive than LPDDR, and the front camera is about 40% more expensive than the 48 million front.
In fact, the Qualcomm 810 mentioned by Lei Jun is currently the most mainstream high-end chip, and almost 95% of its flagship products use the chip, including HTCOneM9, Sony Z4, LGGFlex2, etc. It can be seen that despite the influence of anti-monopoly and other factors. Qualcomm is still gaining huge profits from domestic mobile phones in the high-end chip field.
At present, the upstream industry chain "competing for supply" has also become the norm. Wang Yanhui, secretary-general of the China Mobile Alliance, said that in addition to the chip and camera, no Chinese mobile phone brand in April could get enough supply. In the out-of-stock environment, Sony, one of the major camera providers, has secured the supply of Huawei, Xiaomi, OPPO, VIVO, etc., which accounted for more than 90% of Sony's supply to China in April.
Capacity balance
"Recent Sony cameras have had a great impact on the entire industry." Ni Fei told reporters that many mobile phone competitions are currently reflected in the supply chain, especially high-end mobile phones. The supply chain has an impact on the development of mobile phone brands.
Lei Jun also said in an interview with reporters that as of January this year, the Note yield rate is only 24%, so the cost is very high. But for the outside world has been commenting that Xiaomi Note is a hungry marketing, Lei Jun believes that it is not correct. He said that at the end of 2014, he personally visited two major suppliers of mobile phone parts in the world, which is also the two main suppliers of Apple. As of mid-April, Xiaomi Note can already be available from stock.
Although Zhou Hongjun, the "red-shirt leader", also confessed that Lei Jun was the first person in China's marketing, and created the Internet + mobile phone model, he also believed that the lack of capacity is the most important reason why Xiaomi is always out of stock.
This can not help but reveal an embarrassing phenomenon: Although domestic mobile phone manufacturers are struggling to catch up in the supply chain, the ability to grasp the market and production capacity still needs time to improve.
"Every time product pricing is a very painful problem, to ensure hot sales, there is no loss, the scope of pricing is very small." Huawei Mate7 designer Bruce Lee previously told reporters that before Mate7, there was never a domestic mobile phone in More than 3,000 yuan, even if only 1 yuan more than 2,999 yuan, the sales have not exceeded 500,000, are very very bleak. This bold decision requires the corresponding channel management and control capabilities to support.
Looking at all aspects of mobile phone production, it usually takes three to five months from order to production. This includes communication and collaboration between manufacturers and various component manufacturers. Manufacturers need to contact their mobile phone screens. Business, mobile screen operators go to contact upstream suppliers such as backlights, filters, glass, ICs.
"And in the case of faster smartphone iterations, often a conservative sales forecast will cause mobile phone manufacturers to lose a market opportunity, but an overly optimistic sales forecast may cause mobile phone manufacturers to lose the opportunity to compete in the future." Say.
But we can also see that domestic mobile phones have made a big step forward in the high-end supply chain in the past two years.
There used to be such a paragraph: Apple is "hungry", other mobile phone brands will go hungry, saying that because of the limited supply of high-end chips, when the chip manufacturers choose customers, domestic mobile phone manufacturers can only "wait a moment." But now many international manufacturers will give priority to the supply of domestic mobile phones.
Ni Fei told reporters that the high-end supply chain itself is concerned about “quantity salesâ€, but now international partners are also beginning to pay attention to the help brought by domestic mobile phone manufacturers partners. “Domestic mobile phones are also leveraging our creativity and technical performance to win support from more supply chain partners, including vendors like Sony cameras.â€
Another development comes from the change of product pricing thinking. In the past, many domestic manufacturers set the price target first, reversed the cost according to this price target, and then broke down the screen, how much battery, how much money you can buy. The appearance of the structural parts, how much the RF processor, etc., and then design. But now more and more manufacturers are paying attention to product performance, and ensuring the capacity of each "machine" in the case of streamlining models.
Although there is still a gap with Samsung Apple, it seems to be a good development.
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