At the time of the transformation of the functional machine to the smart phone market, most domestic mobile phone manufacturers have not ushered in "spring".
According to recent data released by the Ministry of Industry and Information Technology, from January to August, the industry produced 71.427 million mobile phones, an increase of only 1.4% year-on-year. This is the slowest period of growth in China's mobile phone output after the financial crisis eased in 2009.
"This Golden Week is also not a busy season, and the next year is to count on New Year's Day and Spring Festival." Wu Lingyun, general manager of Xuri Communications, which has been immersed in the mobile phone industry for many years, told reporters that due to the decline in exports and the polarization of the domestic market, "most domestic mobile phones Manufacturers have not yet emerged from the shock wave of transformation, and are confused about what low-end smartphones the market needs. "
Era of low profit
Within a year, there are many new faces among players of domestic mobile phones. "It is obvious that the profit of mobile phones is declining. There were not so many players in the past." A Meizu agent told reporters that we can see that there are more and more manufacturers joining the smartphone competition, and the more similar experience stores are. The more you drive, the Meizu still takes the "geek" route in positioning, but the price has dropped very low.
"Now, even if we only earn ten yuan for each product, we will mainly increase the volume first." A mobile phone manufacturer that exports to domestic sales told this reporter that projector phones and 3D naked eyes will be pushed on domestic products. There is also a long standby time, "No need to charge for a week, we use Pad batteries, the retail price is only seven or eight hundred yuan."
The mobile phone manufacturer told reporters that the ex-factory price of a feature phone is less than US $ 7.50, and it needs 100,000 units, each of which has a profit of US $ 2.5. It is already difficult for the export market to do. From scale to profit, some manufacturers that used to export overseas began to enter the country, hoping to use this to change the past model.
A consumer using Meizu mobile phones told reporters that the price of 500 yuan was reduced by MX dual-core for 4 and a half months. This behavior made her feel very hurt. In July, not long after the price of MX dual-core was reduced, Meizu launched an upgraded version of MX dual-core. The price remains unchanged. "The price reduction is too fast."
Compared with the open market, competition in the operator market also seems to be fierce.
Cool mobile phone brand marketing department head Li Xuqing told reporters that last year, 1G memory smart phones sold for 799 yuan, this year is 599 yuan, the configuration is getting higher and higher, but the price is getting lower and lower, "Now the hardware cost is very transparent, the price has been in Down the channel. "In this case, for some domestic mobile phone manufacturers, doing more might mean losing a lot. Li Xuqing said that if they do not keep up with the pace of the market, it is easy to have problems.
In his view, some manufacturers have not been so "confident" at the beginning of the year, and have begun to become conservative in production. "Some control is 100,000 units a month, take a step by step." But for the mobile phone industry, it must be Reducing costs through economies of scale, or even "little profits" are gone.
The road is getting narrower
"Some domestic mobile phone manufacturers are also looking for ways to boost the sales of smartphones. For example, Gionee and BBK mainly use advertising to drive sales, which has a good effect, but for more manufacturers, they have not found their own positioning and gameplay." Wu Lingyun reported to this newspaper.
He said that in the past, some low-end functional phones could make obvious differences in third- and fourth-tier cities, such as using big speakers to attract consumer groups in the rural market, and playing popular music during cultivation or leisure. "But now on smartphones, there is no special mobile phone product that is specifically aimed at this group of people, and this group is the main market for low-end smartphones."
According to industry insiders, the domestic mobile phones are currently experiencing platform dependence and homogeneity. Android and iOS systems account for more than 80% of the market share and profits, and in view of the openness and dominant advantages of Android, more than 90% of domestic manufacturers use Android systems. This method of borrowing chickens and laying eggs is indeed a domestic mobile phone. The manufacturer saved a lot of time and energy, but it also brought problems.
"Excessive reliance on Android, in addition to the problem of homogenization of the product, also makes itself too constrained, without the previous innovation." The industry insider said.
Wu Lingyun told reporters that the market is still waiting for a smart model suitable for the public to appear, but it is unclear in what way the market is currently being detonated.
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