Ding Science and Technology Network ObservationBefore the Spring Festival holiday, when the colleagues who grew up in a big city were surprised by the news that there were more than a dozen gold stores on a street in the county, Xiao Sixteen did not join the discussion of the "curious babies", because in his hometown, the small county town in the north, there is a similar commercial street, and nearly a quarter of the stores are gold stores, which is "not strange". Xiao Sixteen's friends who are also from various counties are not keen on the previous topics, and in their hometown, "Jindian Street" is also regarded as a "familiar scenery" in recent years.
About 20 years ago, the street in Little Sixteen's hometown became the main commercial street, and about five years ago it took shape to its current pattern: mobile phone stores accounted for a quarter.
1. Gold stores account for a quarter.
1. Catering clothing accounts for a quarter, and the other quarter is changed and changed.
In the Spring Festival of 2024, Xiao Sixteen noticed that the traffic of different types of stores has changed significantly compared with previous years, mainly: many gold stores are popular, changing the situation that the Spring Festival peak season was rarely ushered in in previous years; In the past few years, the lively mobile phone stores, which have always served as the "atmosphere" of the commercial street, have become much more deserted. In the past, high-end machines that were considered to have the attribute of "value preservation" could not be sold as a "value scale" during this Spring Festival. Little Sixteen's county friends also have similar feelings.
Such changes are related to the overall changes in retail, but they also reflect the changes in the mobile phone market.
Facts: Taking Ding Science and Technology Network's hometown of Xiaosixteen as an example, during the Spring Festival in 2024, the intensity of ** activities is obviously not as good as in previous years, according to the description of friends in his hometown, a similar situation can be traced back to Double 11 in 2023.
According to the understanding of Xiao Sixteen, the good atmosphere of the county and town mobile phone offline stores in the past mainly comes from the lively store activities and powerful ** discounts during the New Year's Festival, and on weekdays, it is mainly manifested in the operation of the "acquaintance economy" under the "local environment", for example, it is possible to get the goods better than the online **.
At the same time that the "attractive **" continues, the "concept of value preservation" has also spread rapidly in the county and town markets, which makes it that in the past few years, in the county where the "pressure of buying a house" is much smaller than that of the first and second-tier cities, the "high-end machine" has once become the favorite of mobile phone consumption, and it is also the "main force" of offline stores.
Judging from the situation from New Year's Day to the Spring Festival in 2024, the discount is indeed not as good as in previous years. At the same time, in the mid-range and entry-level product market, offline stores once had a small advantage. Combined with the consumption situation learned by Ding Science and Technology Network during the Spring Festival, this is likely to be the main reason why mobile phone stores are colder than in previous years.
For example, a friend said that he bought a new machine at a price better than 500 yuan in the store, and the transaction price was 1299 yuan, which made it difficult for him to consider buying an offline machine. In addition, when the after-sales service is becoming more and more perfect, the elderly parents and users in the county are gradually changing the concept of "offline purchase is more reliable". At the same time, in the context of convergence of prices, and even sometimes "better online", offline stores have not been able to show their unique comparative advantages.
At the industry level: "limited disruptive innovation" is a cliché, but it is difficult to bypass. The restriction of "lack of attractiveness" on the purchase of machines really appears in every consumer, and county and town consumers will certainly not be an exception. At the same time, the situation of "lack of attraction" is also increasingly revealed in high-end products, and the folding screen mobile phones that are in the limelight are also unable to avoid the trend of "homogenization".
Concept level: the county's "pressure to buy a house" is much smaller than that of first- and second-tier cities, but this does not mean that county and town consumers are more casual and impulsive in consumption, "good things" are absolutely unambiguous, and "almost" pursues "cost-effective" as much as possible, which is a rational and common consumption concept. At the same time, the concept of "value preservation" seems to have a limited degree of root in the county and town market, which makes county and town consumers who have tried the so-called "high-end machine" no longer obsessed with similar products in the future.
Supporting level: on the one hand, the logistics services of counties and towns are becoming more and more perfect; On the other hand, the promotion of second-hand replacement services in some county and town markets is limited. To a certain extent, these have led to the influx of online "cost-effective" products with higher efficiency, as well as the cooling of enthusiasm for "high-end machines".
Judging from the situation in the past few years, high-end mobile phones can be said to support the growth space of the smartphone market to a certain extent. However, judging from the changes in consumption in the county and town markets, perhaps, high-end mobile phones are about to face greater challenges. (Ding Science and Technology Network original, **Be sure to indicate "**Ding Science and Technology Network").