The smart phone market has undergone interesting changes. This year, we have seen from various statistical data that smart phone brands that had previously established a foothold in the mid-to-high-end market with more than two thousand files have clearly achieved greater growth this year and have received more consumer recognition. With all the actions of major manufacturers in the current era, we can clearly see that the competition in the smart phone market has shifted from the pursuit of pure competition for shipments and cost-effectiveness to the pursuit of user satisfaction, retention, conversion, and product profits. Rate and brand image shaping the new stage. In the midst of high-end smartphone market demand outbreak, aside from vendor-used configuration overlays and technology upgrades, insight into user needs, intensive development, and brand upgrades have become a new tool for winning users.
One, smart phone manufacturers when the situation under the ice and fire two days
Since the beginning of last year, the growth rate of the smart phone market has not been glorious, and by 2016, it would have been more like an emergency brake. The situation of different manufacturers in the current market situation has a tendency to become a big player. Small companies such as Coca Cola, Amoi, and IUNI have already been eliminated by the market, and small and medium-sized Kuailian companies have also been controversial in their slowdown. Previously, manufacturers such as vivo, OPPO, and Huawei, which have already established a foothold in the mid-to-high-end market with more than 2,000 gears, have achieved significant growth, outperforming the industry trend (according to IDC data: OPPO, vivo, and Huawei's three major manufacturers, in the first quarter The year-on-year increases were 153.2%, 123.8%, and 58.4%, respectively; the second-quarter increases were 136.6%, 80.2%, and 8.4%, respectively). Among them, OPPO and vivo were among the top five global smartphone manufacturers in the first and second quarter of this year, and launched a counterattack in the smart phone market.
Second, the smart phone industry has entered the stock exchange, consumer upgrade era
Vendors are in a situation where there is a lot of ice and fire. Before that, Britney seems to be Madame Niu. What is behind this change is the overall arrival of the era of smart phone consumption upgrade. The consumer demand for smart phones has evolved from the past to meet basic functions, focusing on cost-effectiveness, and pursuing new realms such as user experience, brand identity, and taste. The smart phone market has begun to move toward the mid-to-high end market. According to the latest Nielsen smart device share monitoring platform, China's consumer upgrade trend further boosts consumer demand for high-end and mid-range handsets.
The latest data of the platform shows that in the first half of 2016, the overall share of medium and high-end smart phones (more than 2,000 yuan) has reached 47.59%, an increase of nearly 4.38% year-on-year. The overall share of mid-to-low-end smartphones (1000-1999 metafile models) fell 1.17% year-on-year, and the overall share of models below 1,000 yuan dropped by as much as 3.21%.
The GfK data shows that: First-tier and second-tier urban users have shown a more acceptable attitude towards manufacturers with a solid foothold in the mid-to-high-end market above 2,000, which has become the preferred target for replacement. For example, at the level of 2000-2500, the top five manufacturers, vivo, Huawei, Samsung, Apple, and OPPO, accounted for 83.6% of the total market share of T1. The top three companies in vivo, Huawei, and Samsung accounted for the overall market share of T1. It is as high as 55.9%; and in the interval of 2500-4000, these five major manufacturers are also in the top five of the T1 market share.
Third, the era of consumption upgrade, manufacturers win the direction of the user's power?
From the growth of demand in the mid-to-high-end market with more than two thousand files, the shrinking of the low-end and mid-range machine market, the replacement choice of the first-tier and second-tier cities, and the current quarterly performance of major manufacturers, we can see: stock replacement, consumption upgrade In the era, a new round of competition for users in the smart phone market has already begun. The mid-to-high end market has become a wrestling field for major manufacturers, and the market has begun to enter a new phase of good money to drive out bad money. In the current era of high-end smartphone market demand, insight into user needs, intensive development, and brand upgrades have become the new means to win users.
1. Insight into demand, technological innovation, advance differentiation innovation, explore and master first-mover advantage
The current smart phone market is showing the following two consumption realities.
First, at the moment of homogeneity, consumers' demand for smart phones is moving toward vertical segmentation and diversification. Second, from the current market structure, in the stock market, technology companies have begun to grasp the competition. Initiative. A variety of consumption, demand for variety, different consumers in the choice of products when the weight is also different. Under this reality, it will become even more important to grasp and perceive the needs of consumers, and it is also a precondition for creating quality explosions.
From this perspective, the current TOP5 company's advantage in the future is likely to become more apparent. Apple, Samsung, as a veteran technology company, the technological advantage needless to say, but nowadays Huawei, OPPO, vivo this domestic top three, in recent years, these three companies in the research and development, technology accumulation can be regarded as a significant achievement in the basic communications Technology, rapid charging, photographing Hi-Fi and other aspects showed strong technological innovation capabilities. In retrospect of their history, we also found that when many brands are involved in a thousand dollar shopping, Huawei and vivo begin to attack the high-end market with the Mate series and the XPlay series; when many brands are still using hardware configuration to tell stories, they will Has begun to study the user needs pain points, seek to explore the possibility of differentiated innovation, advance the strategic layout, the use of habits and the accumulation of word of mouth. This preemption and the accumulation of demand insights also helped boost the success of their products. Such as vivo, OPPO launched the main series X series, R series; Huawei's Mate series, P series and so on.
2. Reasonable use of limited resources, from intensive development of strategy to high-quality strategy
Product competition is, to a large extent, a competition for how to use and allocate limited resources. In the past, many manufacturers were keen to distribute limited resources on the entire product line terminal. They intended to use an extensive machine-sea strategy to realize comprehensive coverage of various price points and target consumer groups and maximize shipment volume.
However, in reality, due to the limited resources, the extensive and complex product lines have caused limited resources to be extremely dispersed. Many products launched by manufacturers have not been adequately taken care of by resources, and they have been hurriedly launched. The quality is worrying and not only in the market but also in competition. Low power, but also left a bad word of mouth impression, it can be said that they consume resources at the same time, but also corrupt the brand image, can be said to have lost his wife and folded soldiers. After encountering the setbacks and lessons mentioned above, the company merged and streamlined its product lines, concentrated its limited resources on a small number of product lines, concentrated its efforts, maximizing the use of limited resources for intensive development, and creating quality products that became major manufacturers. Choose together.
For example, Huawei has cut off most of the low-end models since then, and then used the Mate series and the P series as the driving force. For another example, when Samsung suffered market difficulties in the previous two years, the product line was streamlined and concentrated. Resources enhance the development of flagship product research and development and localization strategies. For example, in the Chinese market, the Galaxy C series, which is supposed to be customized for Chinese users, is launched to compete with the current high-end market leaders such as vivo. The current vivo is also After the release of the X7, the former XShot product line of the main camera was integrated into the X series, which was used as a subtraction method to allow the vivo-reserved product line to receive more resources.
3. The brand's influence is highlighted, and it is a brand new upgrade trend to get rid of the cost-effective model and brand identity.
In the market, we often see this kind of consumer reality: similar products, similar price of A, B two brands, its market performance is very different, and may even be the difference between the door and the door. Behind the performance gap is that the brand identity of consumers will largely influence their ultimate behavioral decisions. As Interbrand (International Brand Group) puts it: "Brands have a significant influence on consumers' choices." In the era of consumption upgrade, the importance of brand factors in competition will be further highlighted. At present, the cost performance of configuration and price is far less attractive to consumers, and the sensibility content such as brand attributes, design, and texture is more concerned by consumers. In Maslow's hierarchy of needs theory, this change is actually a yearning for higher demand after the basic needs have been met.
In the face of the escalation of consumer demand levels, the brand's impact on consumer decision-making, and getting rid of the cost-effective branding brand identity has become a brand new trend. Here, we also see that many manufacturers started to upgrade their brands this year. For example, they began to emphasize their technical advantages, R&D investment, unique innovations, invited brand spokesmen, etc., and expressed their desire to demonstrate their efforts in brand building through these means to enhance users. The brand's sense of superiority, so as to get rid of the previous inherent cognitive tags on the development of the brand.
However, brand building depends on long-term commitment and persistence, not on the merits. Take vivo, OPPO as an example, its ability to have a low-key and introverted brand culture and gain consumers' recognition and love is due to the fact that these two major manufacturers have long been able to stay away from tough battles and face competition in turbulent Internet marketing. The adversary's provocations are ignored, he keeps his own restraint, concentrates on himself, and continues to pass on his own gentleman's visit to the consumer. Looking at other brands, it can be said that there is little to be able to do this.
Conclusion:
From satisfying basic needs to pursuing experience, differentiation, and even psychological identity, we are seeing consumer demand in dynamic changes. At present, it may be that in the next few years, the demand will be upgraded again. In the face of dynamic changes in consumer demand, what vendors need to do is constantly keep abreast of, research changes in consumer demand, explore opportunities for differentiated innovation, develop from extensive to intensive, streamline product lines, and create quality explosives; To reshape the brand image, nurture consumers' brand and cultural identity, and take the initiative before the next wave of demand escalates.
Note: All images in this article are from the internet.
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