With the release of the data in the first quarter, the first "hard smash" of domestic mobile phones in 2017 is a perfect ending. In addition to the tight share of Apple Samsung in the share, the voices in the mid-to-high-end market are beginning to become more and more hard.
In the "frustrated" Chinese market of Apple, the performance of domestic mobile phones is particularly bright. Huawei, OPPO and vivo have both top three growth cards. According to Counterpoint data released in May, Huawei has 20.8 million units. Volume of goods ranked first in the first quarter of 2017, while OPPO became the fastest-growing year-on-year growth rate with an 81% growth rate. The alternating changes in the ranking of domestic brands make this mobile phone market full of smoke and smoke full of variables.
Counterpoint data: 2017 first quarter smartphone manufacturer shipments year-on-year growth rate ranking
Who can lead the market? Who can Huawei and OPPO gain a bigger share in the next competition? In the context of the decline in smartphone growth, these problems seem to be difficult to answer accurately.
But from the market data can be seen, Huawei P series and glory, OPPO's R9s, vivo X9, these models of the young fashion group become the main force of the first quarter shipment. Sino Scientific analyst Li Rui told the First Financial Reporter that the sales volume of the 2,500 yuan to 3,000 yuan price segment in February was doubled compared to last year.
Obviously, the occupation of the young people market has become an indispensable step in the current looting of the incremental market. For this, Huawei, OPPO and vivo will not relax.
From color revolution to fashion resourcesJust like a certain tacit agreement, the mobile phone market in the first quarter seems to be somewhat "colored," and the battle of colors around one or two has already begun.
Last year, the OPPO R9 series launched four colors of gold, rose gold, snow ash, and Barcelona custom version (blue and red), while Huawei's new P10 released this year has diamonds, diamonds, ochre black, and roses. Gold, ceramic white and many other colors.
When Jiang Shuying handheld Huawei P10 appeared in "VOGUE" with a tough image, Lin Yun was wearing a flower skirt and holding OPPO on "Fashion Bazaar", similar to green, Huawei called "grass green", OPPO Then the literary art has a name of "fresh green". Through the magazine, you can silently smell the smell of gunpowder between the two.
Why choose green? In the first spot of the P10 in Spain, Huawei invited the relevant person in charge of the Pantone Color InsTItute to solve the problem. In both research and repeated practice, they thought that the grass green would become popular this year. color.
OPPO public relations director Jiang Yuyun believes that color changes have always been the characteristics of OPPO mobile phones, she told the first financial reporter, as early as OPPO's previous generations of products, the concept of color has been infiltrated.
"Color is the basis for mobile phone manufacturers to create differentiated product designs and selling points for young consumers, and to complete the demand." Wang Yanhui, secretary general of the Mobile Alliance, told reporters that this is only the beginning.
It can be seen that around the respective brand attributes, Huawei and OPPO have not slackened in the follow-up marketing, including the embrace of fashion resources.
At the beginning of the year, Zhang Yishan, Gulin Naza, Mao Xiaotong, Han Dongjun, Sun Yi and many other entertainment stars have sun-baked the red OPPO R9s mobile phone on Weibo, which is also the finalized by the editor of "Bazaar", Su Mang and OPPO. A customized version of the New Year gift box, the number of attention and forwarding is very impressive. OPPO is good at using the fashion circle and Weibo to continue to create and deliver products with a sense of fashion.
"We have maintained a good relationship with some Daren, and to a greater extent are friends." Jiang Yuyun told reporters.
For Huawei, which started late, it is still taking time to accumulate resources. Cooperating with "VOGUE" to remake the classic blockbuster made the outside world see a beginning.
When talking about fashion topics, Yu Chengdong, the head of Huawei's consumer BG, answered, “Being a technology product must have a science and technology man, but there is indeed a need for more fashion factors in brand marketing and product design.â€
Who is the market leader?Although in many interviews, the share is not the focus of the two companies, Huawei and OPPO, but in the data ranking, it will inevitably be compared by the outside world.
IDC recently released the first quarter of 2017, China's smart phone market report shows that Huawei's shipments ranked first, with 20.8 million units, OPPO ranked second, with shipments of 18.9 million, and vivo ranked third. The volume is 14.6 million units. The fourth-ranked Apple shipped 9.6 million units, down 26.7% year-on-year, and the fifth millet shipments were 9.3 million units, down 7.5% year-on-year.
Earlier, IHS data from international research institutes showed that in the first quarter of 2017, OPPO ranked first with 21.22 million units in the domestic smartphone market; Huawei ranked second with sales of 20.80 million units and vivo ranked third. 18.2 million units. Apple and Xiaomi ranked fourth and fifth respectively with 12.4 million and 8.1 million.
"In our data, in the first quarter, OPPO and vivo grew at 80% and 60% in China, while Huawei and Apple were 25% and -10% respectively." Counterpoint Research Director Yan Zhanmeng told the First Financial Reporter In terms of share, OPPO became the first in the two quarters of last year, but in the first quarter of this year, Huawei turned the first in the domestic market. However, in terms of growth rate, OPPO still leads domestic manufacturers.
It is worth noting that in addition to the fresh green version of R9s, OPPO did not launch new products in the first quarter.
"Compared with how much a product can sell, we are more concerned about its life cycle, whether it can be recognized by consumers." Jiang Yuyun said that the market ranking is more important than brand loyalty.
But it is foreseeable that the competition in the mobile phone market will continue to be fierce. Since May, the flagship products of various brand manufacturers have begun to be released. Although on the list, domestic mobile phones have combined to push Apple Samsung out of the top three positions, this is not a sprint race, and S8 sales are generated for domestic mobile phones. The pressure will gradually appear in the second and third quarters.
"Today in the ceiling of smartphones, it is not an easy task for any manufacturer to compete for the incremental market. The change of the city may accelerate the process of shuffling smartphones. You can't take it lightly at any time." Wang Yanhui told reporters Say.
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