Visual China.
Text | sandalwoodChina's e-commerce penetration rate has increased steadily, and the mobile phone category has grown positively for six consecutive months; The three-digit growth of mobile phones in the form of folding screens, the potential energy of mobile phones in the HarmonyOS system continues to rise, the growth of Android mobile phones is positive, and the volume of Apple is reduced in price; Under the active strategy of manufacturers, new products in the mid-to-high-end market effectively drive growth, and the play style is more focused and effective; At the product level, not only is the demand for extreme configuration increasing, but the demand for balanced products is also increasing. The six major brand camps, the intensity of competition has been unprecedentedly strengthened, and the competition pattern of high-end market is changing, which is a key battle. The momentum of the full foot, the balance of power, take the initiative, the brave win!
According to Sandalwood's monitoring data on China's e-commerce market, it is saidIn 2023Smartphones in China's e-commerce marketSales reached 94.79 million units, a year-on-year increase of 2%, and sales reached 367.4 billion yuan, a year-on-year increase of 15%.
Judging from the monthly data, since July, the sales volume of the e-commerce mobile phone marketPositive growth for six consecutive monthsThe mobile phone e-commerce market has entered a positive cycle from the second half of the year.
On the one hand, thanks to the recovery of the macro consumption environment and the continuous improvement of online penetration; On the other hand, Chinese manufacturers such as OnePlus and Huawei have taken the initiative in product supply, and the launch of new products has effectively promoted market vitality. At the same time, the pace of the market has accelerated, and product launches have been brought forward, providing a strong boost to year-end sales.
According to the National Bureau of Statistics, China's total retail sales of consumer goods will reach 471495 billion yuan in 2023, a year-on-year increase of 72%。Among them, online retail sales were 154264 billion yuan, a year-on-year increase of 110%。In particular, the online retail sales of physical goods reached 130174 billion yuan, an increase of 84%, accounting for 277%。
This trend shows that the penetration rate of online shopping is steadily increasing and the potential of the e-commerce market is becoming more and more emerging.
In 2023,In the e-commerce market, sales of straight phones increased by 1% year-on-year, while sales of folding screen phones increased by 104%. Among them, vertical folding products increased by 115% year-on-year, and horizontal folding products increased by 97% year-on-year.
The scale of the folding screen mobile phone market continued to expand, and the e-commerce sales of horizontal folding products exceeded 100,000 units for the first time in November, reaching a new high. However, the monthly sales of vertical folding products are about 50,000 units, indicating that there is a certain bottleneck in the market. The competition in the vertical folding market is not sufficient, and the supply needs to be further strengthened. At the same time, there is room for further decline in the ** of vertical folding mobile phones.
In 2023, the sales volume of Hongmeng system mobile phones will increase by 37% year-on-year, showing a continuous upward trend; The overall sales of iOS products remained stable, but in the second half of the year, due to the competition between HarmonyOS and Android products, the performance declined slightly; Android phones have declined slightly throughout the year, and have returned to positive growth in the second half of the year.
It is worth noting thatiOS products have improved in both ** and product gear, effectively coping with the challenge of declining sales demand.
In the e-commerce market in 2023, the OnePlus brand has successfully entered the mid-range market, while Huawei's new products have further returned to the high-end market, and the two brands have significantly driven market growth and competition.
Throughout the year,The markets of 2500-3500 yuan, 4000-5000 yuan, and 7000-20000 yuan have maintained growth.
Apple (iPhone 15 Pro series), Huawei (Mate 60 series) pushedUltra-high-end marketThe growth of Xiaomi (Xiaomi 13 14 series) has significantly boosted the price of 4000 yuanHigh-end marketThe growth of OnePlus (ace series), Honor (digital series) and other products has been significantly promotedMid-marketSignificant improvements.
In 2023, Xiaomi's waist strength and high-end strength will be significantly strengthened, and Apple will grow significantly in the ultra-high-end market; Glory has broken through at the price of 3000-4000 yuan; Huawei has significantly strengthened its presence in both the high-end and high-end markets, while the mid-range market needs to be further broken through. realme has broken through at the price of 3000-4000 yuan; OnePlus has been fully expanded at the price of 2000-4000 yuan; iQOO is generally balanced; vivo and oppo have significantly increased their prices above 4,000 yuan; Samsung's share in the price range of 6000-8000 yuan has increased significantly.
In 2023, the market rhythm of Android manufacturers will continue to accelerate, and from the perspective of the product launch life cycle, the sales proportion of newly launched products that have been on the market for 1-3 months will increase significantly in 2023, showing that new products will drive the market. The frequency of new product launches and the speed at which the market reacts to new products are accelerating.
In particular, it is worth mentioning that the mobile phone of the HarmonyOS system has changed from a long-term product iteration to a rhythm of simultaneous force of multiple products, and has entered a more mature growth stage. Specifically, the proportion of Hongmeng mobile phones in 1-3 months, 4-6 months, and 7-9 months has rebounded one after another, showing that the market's demand for Hongmeng mobile phone system is effectively landing.
Folding screen phones and Android mid-to-high-end phones are still in the stage of new product drive. In the field of folding screen mobile phones, the sales volume of products in the first 1-3 months of listing accounted for more than 50%, and even close to 70% at the peak, indicating that the market is still very dependent on new products.
At the same time, Android mobile phones with a price of more than 4000 yuan have basically formed a stable iteration rhythm of 6 months, with 50% of products on the market for 1-3 months and 30% of new products for 4-6 months.
In the price range of 2000 to 4000 yuan, driven by OnePlus, many manufacturers have increased the intensity of new product launches and policies, so that this market segment has returned to the development stage driven by new products. Together, these trends have become an effective driving force for the continuous growth of the market.
In 2023, the products with extreme configuration showed a significant growth momentum. Specifically, mobile phones with a screen refresh rate of more than 120Hz, a camera of more than 50 million pixels, more than 16GB of memory, more than 512GB of storage capacity, and a battery capacity of more than 5500mAh have maintained a high growth rate.
This reflects the continued increase in consumer demand for higher performance and greater functionality. Under the extreme configuration and mobile productivity requirements, 67"+ screen size, 220g + body weight, 87mm+ thickness and other aspects of the fuselage configuration to maintain rapid growth;
On the other hand, under the limited configuration, the balanced product configuration also maintains a high growth rate, from the perspective of screen size, 63-6.4"Screen size, 170g body, 78-7.The thickness of the 9mm body also maintains a high rate of growth. The rapid growth of this well-balanced configuration product reveals the existence of a group of consumers in the market who are more focused on portability and comfortable grip.
With the rapid development of products and the continuous improvement of configurations, consumers' fundamental demand for products will not change. Successfully grasping these constant needs is the key to gaining an advantage in the fierce competition.
The intensity of competition among the six major mobile phone brands has reached an unprecedented level.
Compared with the overall market structure, the competition between brands still has a large balance between e-commerce brands. In this highly competitive environment, the best strategy has become a direct embodiment of competition.
Judging from recent market trends, the average selling price of brands such as Apple, Samsung, and Huawei is increasing significantly, showing the brand's strong position in the high-end market.
At the same time, the average selling price of vivo, Xiaomi, realme and OPPO brands is also rising steadily, indicating that these brands are gradually improving the value proposition of their products while maintaining market share.
On the other hand, OnePlus has seen a decrease in its average selling price in the process of implementing its product line sinking strategy. The average selling price of the iQOO and Honor brands has decreased slightly steadily, maintaining stable competitiveness in a highly competitive market.
In the long run, enhancing brand value is the key to competing and effectively responding to market fluctuations. Only by continuously improving brand value can manufacturers maintain a competitive advantage in the short-term competition and ensure long-term stable development in the market.
In the fourth quarter of 2023, the competitive landscape of the high-end smartphone market has shifted, setting a certain tone for the future market direction.
At present, the competition in different ** intervals shows a corresponding pattern.
In the ** range of 4,000 to 5,000 yuan, Android mobile phone brands have achieved a leading position, and this price point is mainly for standard version products; In the range of 5,000 to 6,000 yuan, the Pro series, the main product line of Android, has achieved remarkable market results.
In the more advanced segment, in the range of 6000 to 8000 yuan, Apple is still leading, and the mobile phone of the Hongmeng system occupies a relative market advantage, reflecting the continuous recognition of consumers for the unique functions and ecology of the Hongmeng system.
In the high-end market of 8,000 to 10,000 yuan, the Apple brand still dominates, and its brand influence and main product line are still the main reasons for consumers to choose. In the ** range of more than 10,000 yuan, the relative advantages of Hongmeng system mobile phones are more obvious.