Since the beginning of this year, the two giants at war in the domestic mobile phone market have finally started an open attack on each other, and their executives have come forward to reveal the true face of each other's sales in order to uncover the fig leaf of each other's sales. Although the previous mutual attacks did not directly name names, this time the executives of the two companies were unceremoniously pointed out that the return rate of one of the other party's mobile phones remained high, implying that the sales were fraudulent. This is not only a criticism of sales figures, but also a challenge to the quality criticism and market position of competitors.
The two sides attacked each other, one was an emerging brand, and the other was an established competitor. Emerging brand executives noted that a competitor's flagship device had a 51 percent return rate on an e-commerce platform, while the other two models each had a 48 percent return rate. These three models are precisely its recent hot-selling high-end and mid-to-high-end models. Immediately afterwards, the executives of the competitors also came out to speak out, although they did not directly name them, but they were undoubtedly blaming each other through the accusation of the return rate of the newly released products. According to the executives of the competitors, the return rate of new products from competitors has reached 40%. Judging by this recrimination and revealing return rates, the competition between the two companies has reached a very fierce level.
The issue of sales volume by Chinese mobile phone companies has caused some controversy for many years. A number of Chinese mobile phone companies have announced their sales data in overseas markets, and according to their announcement data, the overseas sales of Chinese mobile phone companies have exceeded 1500 million units, but data from Trendforce, a research agency, shows that the sales of Chinese mobile phones in overseas markets were less than 100 million units that year, which means that the overseas sales of Chinese mobile phone companies are at least 50% inflated. Such a problem of sales fraud once attracted widespread attention in the industry, and also had a certain impact on the image of Chinese mobile phone brands.
In the domestic market, during the annual Double 11 and 618 and other hot sales periods, various mobile phone companies often use various means to increase sales in order to compete for sales rankings, such as some e-commerce platforms will suddenly appear a large number of false orders, which makes the authenticity of sales highly questionable. However, in the past, in order to maintain their respective images, mobile phone companies often chose not to do so, and were unwilling to reveal the doubts about sales on the surface, which also led to the long-term existence of sales problems.
3. Apple has become the winner of two attacks on each other, and the iPhone 15 is still the best-selling phone in the market.
This time, the two domestic mobile phone brands attacked each other, but unexpectedly made Apple a winner. The sales of the iPhone 15 launched by Apple this year in the Chinese market are not ideal, according to some analysts**, the sales of the iPhone 15 will be down 4 from last year's iPhone 145%。In the domestic market, since October, some analysts have pointed out that the weekly sales of Apple's mobile phones are often surpassed by domestic mobile phones. Among the mobile phone models that were accused of a high return rate this time, there is a model that surpasses the iPhone15 in sales, which means that the real sales of this model have not exceeded the iPhone, which shows that there is still a certain competitive gap between the domestic flagship mobile phone and the iPhone15. The iPhone 15 is still the best-selling high-end mobile phone in the market, and the domestic flagship mobile phone still has a long way to go for the competition of the iPhone, and the consumer recognition of the domestic flagship mobile phone is far less than the iPhone.
The reason why high-end consumers are more inclined to choose the iPhone is because of its leading hardware, system security, and app store advantages. iPhone has won the recognition of high-end consumers with its advanced hardware technology, safe and stable iOS system and pollution-free AppStore. Some consumers say that the iPhone 7 from many years ago is still used smoothly today, which proves the high quality and technical advantages of the iPhone. In contrast, there is still a certain gap in this regard for domestic mobile phones, and consumers' recognition of their quality and stability is relatively low.
The mutual attack between domestic mobile phones is mainly due to the fact that the shipments of the domestic mobile phone market have declined for many years, and the competitive pattern of the domestic mobile phone market has been formed. The competition between domestic mobile phone brands has reached a white-hot level, especially in the flagship mobile phone market, the products of various manufacturers are almost homogeneous, and it is difficult to have obvious differentiation in terms of function and design. In order to gain market share, these companies can only try to attract the attention of consumers and achieve their own brand promotion by exposing the problems of their competitors. However, this approach can backfire, and consumers are likely to be bored with the negative news about these competitors and thus be more inclined to buy phones from other brands such as Apple, which is undoubtedly a favorable situation for Apple.
In short, the mutual attack of the two domestic mobile phone companies reveals the fierce competition in the Chinese mobile phone market and the problem of sales fraud. Although domestic mobile phone brands still occupy a certain share of the domestic market, they face strong competition from international brands such as Apple in the high-end market competition. For domestic mobile phone companies, in order to win consumer recognition and market share, they need to increase investment and innovation in quality, technology and differentiation, so as to enhance their competitiveness. Only in this way can we achieve better development in the fierce market competition.