Global 2023SmartphonesThis phenomenon is highlighted by the fact that market shipments have fallen to record lowsSmartphonesThe market is still in the doldrums. According to TechInsightsThe report shows, worldwideSmartphonesThe average replacement cycle reached 51 months, and the average replacement cycle for Chinese consumers also exceeded 40 months. There are three main reasons for the decrease in consumers' willingness to switch phones:EconomyStressful, high-spiritedMobile phones** as wellMobile phonesSatisfaction with performance.
First of all, consumers are generally facingEconomystress, resulting in a decrease in spending power and the inability to buy new onesSmartphones。Many people's wages are not growing or even falling, which makes them inEconomyMore cautious and non-essential spending was suppressed. People are beginning to return to rational consumption, prioritizing daily needs and replacing themMobile phonesPut it in a secondary position.
Secondly, with the low-mid endMobile phonesSaturation of the market,Mobile phonesManufacturers have turned to the high-end market, pursuing higher configurations and better quality. The high cost makes:Mobile phones**Rising, the starting price has reached five or six thousand yuan, and the top configuration even exceeds 10,000 yuan. For the average salaryman, this is a considerable expense, and it can even take months of salary to pay for it. According to a research report by GFK, ChinaMobile phonesThe average selling price in the market has increased from 2,685 yuan four years ago** to 3,480 yuan. In contrast, the level of wages is stable or even declining, which is difficult to keep up withMobile phonesThe phase is balanced.
In addition, there is a serious problem of homogenization in the marketMobile phonesConfiguration differentiation is getting smaller and smaller. eachMobile phonesManufacturers useChips, screen technology, fast charging technology, etc. tend to be the same, and the new generation of flagship machines is the same as those that have been used for two or three yearsMobile phonesThere is no significant performance gap. Mobile phonesThe user experience is not much different, the user feelsMobile phonesIt's still enough, so there's no motivation to get a new one. In addition, manyMobile phonesManufacturers also emphasize theirMobile phonesIt will not be stuck after 36 or 48 months of use, which further increases the determination of consumers to delay the replacement of the phone.
In the face of a sluggish market situation,Mobile phonesManufacturers must find new directions to stimulate consumers' desire to buy. The pursuit of higher configuration and stacking functions alone can no longer expand market share. Innovation becomes the key to solving problems.
First of all,Mobile phonesManufacturers can start with pricing strategies to provide more cost-effective products. InEconomyUnder pressure, consumers are more willing to choose the most reasonable and relatively good performanceMobile phones, rather than a flagship in pursuit of top-of-the-line configurations. Mobile phonesManufacturers can provide products in different ranges according to market demand to meet the needs of consumers at different levels.
Secondly,Mobile phonesManufacturers should pay attention to product differentiation and provide personalized featuresMobile phones。In addition to the differences in configuration and appearance, some innovative features can also be developed to attract the interest of consumers. For example, improving photography technology, adding more intelligent features, and optimizationMobile phonessystem and user experience, etc.
In addition,Mobile phonesManufacturers can strengthen cooperation with other industries and launch more cross-border products. willSmartphonesIn combination with other devices such as:Smart braceletsSmart glassesetc., extensionsMobile phonesto provide a more diverse user experience.
As an individual, I go through analysisSmartphonesThe reason for the market downturn is also to think about their own usage habits and changes in demand. I found that withMobile phonesThe functionality is getting better and better, rightMobile phonesdemand is gradually stabilizing. For me, oneMobile phonesIt's enough to use it for two or three years, because the update of the new machine doesn't give me a bigger experience improvement.
At the same time, I am more concernedMobile phonesvalue for money. Expensive flagships are not my first choice, I prefer to buy moderate performance and reasonableMobile phones。For me, it's enoughMobile phonesMy needs have been met.
In my opinion,SmartphonesA market downturn is not a bad thing. This will forceMobile phonesManufacturers are increasing their efforts to innovate and provide more cost-effective and personalized products to bring better choices to consumers. For consumers, it is also possible to consume more rationally, pay attention to the quality and function of products, rather than just pursuing novelty and trends.
To sum it up,SmartphonesThe problem of the market downturn comes from both consumersEconomyStressful and highMobile phones**, also from the homogenization of the market and consumer pairingMobile phonesSatisfaction with performance. Mobile phonesManufacturers need to innovate and offer more attractive products to stand out in a competitive market. As consumers, we should pay more attention to the cost performance and actual needs of products, and treat them rationallyMobile phonesBuy, inject more vitality into the development of the industry.