Over the past few years,Domestic mobile phoneshas been boasting about its leading position in the market, claiming to have gone above and beyondApples。However, a newly released set of data reveals the truth of this self-congratulatory truth. According to the sales data for the fourth quarter of 2023,ApplesWith a sales volume of 15.01 million units, it ranks first in China, accounting for 20% of the market. WhileXiaomiWith a sales volume of 11.8 million units, it jumped to second placeHuaweiSales volume of 11.46 million units, ranking third. AlthoughXiaomiwithHuaweiThe sales volume is close, but withApplesThere is still a large gap in comparison. The publication of this set of data, givesDomestic mobile phonesBrands are sounding the alarm bells and telling them not to be complacent anymore.
First, let's take a look at the shipment data for the whole of 2023. According to data released by the research agency BCI, a total of 2700 million pieces of intelligenceMobile phones, among othersApplesTake 171% of the market share is the first place. It was followed by vivooppo, glory,XiaomiwithHuawei。And on a global scaleMobile phonesmarket, despite 2023Mobile phonesShipments were down 4% year-over-yearApplesBut it beat Samsung against the trend and became the largest in terms of shipmentsMobile phonesmanufacturers, the market share reached 201%, a year-on-year increase of 37%。In comparison,XiaomiwithoppoThe market share is 125% and 88%, with a year-on-year increase of -47% and -99%。Whether it is in the domestic market or the global market, whether it is a quarterly competition or an annual competition,XiaomioppowithHuaweisales are withApplesThere is a considerable gap. The publication of these data is undoubtedly for:Domestic mobile phonesManufacturers have sounded the alarm and lifted their fig leaf, making them realize the lack of sales, and at the same time making them understandApplescompetitiveness and market share.
WhyApplesHow can you achieve such a good performance in the market? First of all, we can seeApplesIt has a very strong ability to control the chain. eachMobile phonesManufacturers are vying to matchApplesBuild a partnership and becomeApplesof ** quotient. TSMC pairsApplesSuch a large customer has maintained a relatively preferential attitude in terms of OEMFoxconnLuxshare Precisionand other manufacturers will followApplesWent to India to build a factory. ApplesThe ability to control the ** chain is extremely strong, and the diversified ** chain is also endowedApplesSqueeze the right of the ** chain, thereby elevatingApplesProfit of the product. According to the data,iphoneThe hardware cost of 15 is about $423, a total of 3094 yuan, whileiphone15proThe manufacturing cost is about 3,800 yuan, but the release price is about twice the cost. This makes:ApplesThe optimal balance between cost and sales volume was found, resulting in considerable profits.
Secondly,ApplesofiOS systemNot to be ignored. iOS systemIt has become synonymous with "smooth" and "non-stuck". Compared to other open operating systems,iOS systemThe closedness of the manufacturer APP makes it easy for users not to worry about the mutual wake-up and automatic installation of the manufacturer's APP. At the same time,ApplesofiOS systemIt also has the characteristics of being simple and easy to use, and has accumulated a good reputation. This advantage is:ApplesAccumulated a group of loyal users, who becameApplesof stable user groups. I want to stimulate the desire of these users to change to a new machineApplesThe simplest and most commonly used strategy is markdown marketing, and it's been tried and tested.
In addition,HuaweiThe absence is alsoApplesbecomeMobile phonesOne of the contributing factors of the market leader. In 2020,HuaweiWith its excellent products and brand image, it has become the third largest in the worldMobile phonesmanufacturers, and occupy half of the domestic market. However, since 2021, under the pressure of sanctions,HuaweiGradually lost the core **chain chip**, and gradually faded outMobile phonesList. HuaweiMost of the high-end markets that were vacated flowed inApplesof the waist bag. It can be said thatHuaweiIn a way, it becameApplesbecomeMobile phonesEnabler of the market leader. Until the end of August 2023, withHuaweiThe return of the Mate60Pro series, domesticMobile phonesMarket competition has revealed a new look.
One more point to point out:Apples's marketing strategy also played an important role in the success of its sales. There has always been such an unspoken rule in the industry: ".ApplesThe more you are scolded, the better the sales." The existence of this rule is not accidental, in fact, it isApplesA consistent marketing strategy. Applesand does not interfere with the evaluation of its products by ** and netizens, so as to make ** and netizens rightApplesThe attention is very high. This is undoubtedly forApplesFavorable conditions were created for the boost in sales. AlthoughApplesIn the face of a lot of doubts and criticism, but the market is rightApplesThe interest in the product is still very high.
In summary,Domestic mobile phonesin the market withApplesThere is a large gap. ApplesThe success is inseparable from its strong chain control ability and excellent abilityiOS systemand support for marketing strategies such as markdown marketing. ForDomestic mobile phonesAs far as manufacturers are concerned, they should recognize the situation and no longer be complacent, but focus on innovation, do a good job in technical optimization and algorithm optimization, and enhance the competitiveness of products. At the same time, they can also learn fromApplesThe marketing strategy is to actively interact with users and improveBrand awarenessand attention. Only in this way can we be more competitive in the market competition.