In 2017, it was a year of collective price hikes for domestic mobile phones. The price tag of 10,000 yuan was “reasonable†driven by the concept of consumption upgrade. The thousand yuan mobile phone camp generally marched toward the middle and high-end stalls of 3,000 yuan.
In my opinion, the reasons behind the rise in mobile phone prices last year were mainly two-fold. On the one hand, the premium space for domestic mobile phones under consumer upgrades has become larger, and on the other hand, the impact of rising component procurement costs and exchange rate fluctuations has also made mobile phones Manufacturers are reluctant to "spin" in the low-end market. At that time, the ultra-low-end mobile phone market became the most unwilling market for mobile phone manufacturers.
However, the cakes in the mid-to-high-end market are so big. In the case of “everyone wants to grabâ€, this year’s smartphone market has rapidly differentiated into a “28th†formation, including domestic mobile phones including Huawei, Xiaomi, OPPO and vivo. Manufacturers firmly occupy the market of more than 2,000 yuan, and in various analysis and forecast, the head-to-wall mobile phone enterprises will make the market more solid in the second half of the year, leaving room for second- and third-tier manufacturers to be smaller.
It can be seen that according to the data statistics report of Sino, starting from the Meizu ranked seventh in the first quarter, the shipment of smartphone Q1 including Jinli and Xiaojiao is in the order of one million, and the ranking is beyond the tenth. Manufacturers ship less than 400,000 per month.
Continue to sprint to the mid-to-high-end market, or return to the mass market to ensure the survival, become the real problem that every small and medium-sized brand mobile phone manufacturers need to consider first.
"In fact, the function machine market is not so uncomfortable. The function machines that we send to Africa every month are still growing at a high speed in terms of sales volume, and there is also a tendency to stop falling in China. Ultra-low-end mobile phones still have a relatively large market. Space." The person in charge of a domestic mobile phone said to the author.
This trend can also be seen in the "Analysis Report on the Operation of the Domestic Mobile Phone Market in April 2018" issued by the China Information and Communication Research Institute. From January to April, 2G mobile phone shipments were 6.961 million units, down 11.1% year-on-year; 3G mobile phone shipments were 28,000 units, down 93.2% year-on-year; 4G mobile phone shipments were 115 million units, down 24.2% year-on-year. That is to say, the speed of the functional aircraft camp represented by 2G is gradually narrowing, and the shipment volume is still maintained at a certain high level.
In the case of the stagnation of the domestic smartphone market, small and medium-sized domestic mobile phone brands may wish to dig into this part of low-end mobile phone users.
One case comes from Nokia. Nokia, which re-entered the mobile phone market last year, is the feature machine. In 2017, shipments reached 70 million units, of which only 10 million smartphones were shipped. For many users, high-quality feature machines still have high market demand due to the lack of high-quality entry-level smartphones.
Of course, in addition to the feature machine, providing a lower-priced 4G mobile phone is another way to save.
In the Chinese market, nearly 400 million users of the three major operators still use 2G mobile phones. In the general view, this group of people belong to low-end users. Their per capita ARPU is low, and the mobile phones used are relatively backward. The price is the main reason for this part of users not to switch to 4G smart phones. If the threshold of 4G is further reduced, the market space inside will become a “safe haven†for many small and medium-sized brand manufacturers in the Red Sea competition.
Li Kaixin, the person in charge of 360 mobile phone, once told the author that the market price of 999 yuan has not disappeared. Instead, it is diverging. The price increase of components has pushed some manufacturers to go up, but there is also room for going down, focusing on users and old people who change machines. The market, such a strategy is the most secure direction for the development of 360 mobile phones.
Like Red Rice and Charm Blue, more market targets are placed on the young people and the student market. For example, Charm Blue's 6T set the starting price at 799 yuan, and this strategy has driven the charm blue mobile phone in the past three years. The total sales volume exceeded 50 million units, and the red rice broke through the sales bottleneck of tens of millions of grades, making outstanding contributions to the overall sales of Xiaomi.
The huge space in the ultra-low-end mobile phone market is also attracting more head companies to “turn around.†It is reported that Huawei has released an ultra-low-cost smartphone in the African market for only US$80. Perhaps it represents Huawei's official entry into the ultra-low-end mobile phone market, currently to gain more market share.
In any case, finding the market space and living in the safest way is the best choice for small and medium-sized brand mobile phone manufacturers after the mobile phone market enters the Red Sea market. Perhaps the only option.
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