I think that the "foreign brand" in the hearts of the Chinese people is to press the domestic brand, so when choosing products, it is not surprising that it seems to "worship foreign flattery", and the mobile phone circle will naturally be no exception, I remember that for a long time, using an Apple mobile phone is to appear more face-saving, so there is also a matter of selling kidneys to buy iPhone.
However, with the development of domestic mobile phones, the wind direction has changed, and it was recently released2023 Consumer Trends ReportWith the breakthrough of domestic mobile phone brands in the high-end market, consumers are increasingly recognizing domestic high-end mobile phones, and Huawei Mate 60 series and Xiaomi 14 series have become popular models after they were launched.
According to agency data, only 10 days after its launch, the omni-channel sales of the Xiaomi 14 series exceeded 1.44 million units, and as of November 24, the activation volume of the Xiaomi 14 series reached 2.27 million units. Under the attack of Xiaomi and Huawei, the iPhone market has been significantly impacted, and foreign media bluntly said that Apple is in trouble in China.
According to BCI data, in the past November, Apple's 4K+ market share in China's high-end market fell by 21% year-on-year2%, judging from the year-on-year change of various domestic brands and the proportion of each company, the first echelon of the domestic high-end market has been formed, they are Xiaomi, Huawei and Apple.
With the rise of hard-core domestic products in science and technology, more and more high-income and high-spending people are switching from Apple to Xiaomi and Huawei, Huawei and Xiaomi have become the new favorites of domestic products in high-end mobile phone brands.
According to the 2023 Consumer Trend Observation Report, it has become the main force of the leadership, such groups have the characteristics of being rational, intelligent, and have their own judgment, and the high quality-to-price ratio of domestic brands such as Xiaomi is a good fit for their consumption concept.
From the perspective of the consumption track, the future of Xiaomi is worth looking forward to. In the smart home track, Mi Home APP has the largest user scale and is also the world's largest consumer-level IoT platform. In the 3C digital track, Xiaomi mobile phones rank among the top three in the world. On the new energy track, Xiaomi's people, cars and home ecology are about to land, and there are many rational and judgmental high-end product consumers among Xiaomi users, and the future of Xiaomi cars can be expected.
In general, with the rise of domestic products, technology domestic products are becoming synonymous with fashion, hardcore, and powerful, and consumers are no longer "admiring foreign countries", and have chosen "rational consumption", more and more users will no longer choose high-premium products for the sake of "face", and the social elite class has gradually recognized domestic products, so Apple's attractiveness has declined significantly.
On the one hand, we are no longer superstitious about foreign brands such as Apple, and domestic brands have more opportunities, but on the other hand, everyone's pursuit of high quality will be more thorough, so domestic brands must rely on strength to speak, and we must pursue the quality-price ratio, and do not think about cutting leeks under the banner of domestic production.