2023 is a year for China's mobile phone industry to seek breakthroughs and changes under many challenges. The rise of domestic high-end collectives, folding screens have become "blue chips", the rise of AI models, OnePlus returns to the arms of OPPO, Black Shark game mobile phone announced its departure with a bottle of functional drink, Huawei has returned to the top five in the market with Mate60 Pioneer Edition after several years of difficulties, and Hongmeng is moving towards opening up in the industry context of major brands developing their own OS systems, releasing Hongmeng Thousand Sails Sailing Plan, Hongmeng ecological mobile phone entering the brand rankings, etc., can be described as magnificent. This is an extraordinary year, and it is also a key year to open the mobile phone towards ecological integration.
Looking back at 2023, we can see a new species in the mobile phone circle - Hongmeng ecological mobile phone, which has been on the market for a year and has quickly opened up the situation with a rapid attitude, and has sprung up in the fierce competition. According to the weekly sales statistics of the data company, WIKO entered the Chinese market with Hongmeng ecology with 145The 1% month-on-month growth rate quickly entered the top of the brand rankings, and surpassed Samsung for several consecutive weeks, ranking seventh on the list. Although there is a big gap with the sixth place, you must know that the sixth place is an industry giant such as Xiaomi, OPPO, and vivo.
*: BCI data 2024 W1).
WIKO is a brand founded in France in 2011 and has achieved great success in Europe and then went international, ranking second in the market share of French mobile phone brands for a long time, and has always been a unicorn in the foreign mobile phone circle. It wasn't until the end of 2022 that WIKO entered China, and unexpectedly entered the Chinese market as a HarmonyOS ecological mobile phone, and then released the HarmonyOS ecological mobile phone product series Hi Enjoy in 2023, and successively released three products: Hi Enjoy 60 5G, Hi Enjoy 60 Pro 5G, and Hi Enjoy 60S 5G.
From the perspective of user feedback, according to the previous Jingdong platform data, the store has accumulated 1.38 million members in only 5 months, and the number of new members of WIKO mobile phone has been among the top two mobile phone brands for two consecutive months, and the Hongmeng ecological mobile phone Hi Enjoy product has been successfully selected into more than 100 mobile phone selection lists, with a user praise rate of more than 99%.
In 2023, WIKO can be said to have won the award softly. A number of authoritative ** have given WIKO high recognition in the annual awards. In the iMobile 2023 annual selection initiated by "iMobile Love Technology", WIKO, which has only been in China for one year, successfully won the "Emerging Brand of the Year Award"; Based on the vision of the HarmonyOS ecosystem and the affirmation of the market influence of its HarmonyOS ecosystem mobile phones, WIKO won the "Influential Brand of the Year Award" in the 22nd "IT Influences China" annual ceremony in 2023, including two industry brand awards. In a turbulent year in the aircraft circle, WIKO can have such remarkable results, I have to say that it has taken the "right" path from the beginning!
As the annual explosive product in the Hongmeng ecological mobile phone series, HI Changxiang 60S 5G has been recognized by the market and users for its comprehensive product strength such as high appearance, long battery life, and Hongmeng safety protection, and its sales exceeded one million units in two months after its launch.
In the annual selection of PConline Pacific Technology, after being screened by industry experts and authoritative institutions, Hi Changxiang 60S 5G stood out and won the "Dark Horse Award of the Year" of the PConline 2023 Zhizhen Technology Award.
In 2023, the overall shipments of China's mobile phone market will accumulate 28.9 billion units, a year-on-year increase of 65%, as one of the largest markets, the domestic mobile phone market is undoubtedly the most competitive, from the technology, resources and capabilities of the all-round competition is extremely cruel. In such a market, in order to gain a foothold and develop in a small and broad market, it is necessary to find a market segment suitable for itself in the Red Sea, do a good job in resource integration, and provide target customers with more quality-price value and experience. WIKO and HarmonyOS ecological mobile phone Hi enjoy the initial results of the start, please continue to pay attention to the changes in the machine circle in the future.