Reporter Zhao Juehui.
Under the "headwinds" such as weak demand, lack of innovation, and excess inventory in the mobile phone market, according to statistics, global smartphone shipments will only be 1.2 billion units in 2023, the lowest level in nearly 10 years. However, the sales of the global high-end smartphone market have bucked the trend and increased by about 6%, accounting for nearly 1 4% of the global mobile phone market and about 60% of revenue.
The high-end market is also a key area for Chinese mobile phone manufacturers to challenge international manufacturers, not only in the first segment of 4000 yuan to 6000 yuan fierce competition, Huawei, Honor and other manufacturers of some products have been sold at more than 10,000 yuan. Zhu Keli, executive director of the China Information Association and founding president of the National Research Institute of New Economy, told the Global Times that the development of domestic mobile phone manufacturers to high-end is the inevitable result of market competition and technological progress. As the global smartphone market becomes increasingly saturated, the profit margins of the low-end market are constantly compressed, and the high-end market has become a must for major manufacturers because of its higher profit margins and brand influence.
Break through 10,000 yuan and aim for Apple.
According to recent data released by the International Data Corporation (IDC), China's smartphone market will ship about 27.1 billion units. Among them, Apple is 17The market share of 3% occupies the top spot, with a market share of 17Honor at 1% is a close second, followed by Oppo, Vivo and Xiaomi in third to fifth places. According to the statistics of the China Academy of Information and Communications Technology, in 2023, the shipments of China's domestic brand mobile phones will account for nearly eighty percent of the mobile phone shipments in the same period. However, it is worth noting that in the high-end mobile phone market of more than 4,000 yuan, Apple still occupies half of the country.
Taking the latest data from market research institute BCI as an example, in November 2023, in China's high-end mobile phone market of more than 4,000 yuan, Apple will start with 508% of the market share to maintain the first place. And globally, in 2023, Apple's share of the global high-end smartphone market is as high as 71%.
At the same time, the catch-up momentum of China's domestic mobile phone manufacturers is also more obvious. In the above monthly statistics, Huawei has a high-end market share of 22 with the return of Kirin chips and the hot sales of the Mate 60 series3%, Xiaomi also received 144% of the market.
Aiming at Apple to build high-end flagship mobile phones has become a common goal of Chinese mobile phone manufacturers in recent years. At a number of recent domestic mobile phone press conferences, the Global Times reporter observed that the first generation of some domestic brand mobile phones has exceeded 10,000 yuan. In September 2023, Huawei released the Mate 60 RS mobile phone, with a starting price of 11,999 yuan. In January this year, Honor released the Magic V2 RSR Porsche Design mobile phone, which has a starting price of 15,999 yuan. In February this year, Xiaomi released the Xiaomi 14 Ultra Titanium Special Edition, ** for 8999 yuan.
Featured technology blessings.
In the process of "wrestling wrists" with flagship models of international brands, Chinese mobile phone manufacturers have also come up with a series of the latest technologies. In the past period of time, folding screens, artificial intelligence and satellite communication have become the focus and characteristic technologies of domestic high-end mobile phones.
According to IDC's data, in 2023, China's folding screen mobile phone market will ship about 70070,000 units, a year-on-year increase of 1145%。Since the launch of the first product in 2019, China's folding screen mobile phone market has grown by more than 100% year-on-year for four consecutive years.
At present, Apple has not yet launched a folding screen mobile phone, and Chinese mobile phone manufacturers have frequently launched new folding screen products, basically occupying the domestic market in this field.
According to IDC analysis, the Huawei Mate X5 series has been in a state of increased purchase since its launch, and the supply exceeds demand, helping Huawei firmly occupy the first position in the domestic folding screen market in 2023, with a market share of 374%；OPPO gets 183% market share ranked second; Honor will make efforts in the folding screen mobile phone market in the second half of 2023, and with the hot sales of a number of new folding products such as Magic V2, it will win the third place in the folding screen mobile phone market for the whole year, with a share of 177%；Samsung has more than half of the global foldable phone market, but only has an 11% market share in the highly competitive Chinese market, ranking fourth.
The folding screen field is also the area with the highest price of domestic smartphones. Huawei's Mate X5 series mobile phones start at 12,999 yuan, and its newly released Pocket 2 small folding phone launches an art custom version,** for 10,999 yuan; The Find N3 folding screen mobile phone released by OPPO in October last year starts at 9999 yuan, and the collector's version is priced at 12999 yuan.
As a period of the outbreak of AI models, major manufacturers have also begun to introduce related technologies into mobile phone products. Huawei already has a large model of Pangu, and vivo launched a large model of Blue Heart at the end of last year. In January this year, Honor's new Magic 6 series was equipped with a self-developed 7 billion parameter end-side AI model.
Since 2023, the satellite communication function has gradually become the standard configuration of domestic flagship mobile phones, and manufacturers including Huawei, Honor, and Xiaomi have released new phones equipped with satellite communication functions. This feature allows users to stay connected to the outside world when they go to places that are not covered by mobile phone signals, such as deep mountains, deserts, and seas, and ensure smooth communication in case of emergency.
Zhu Keli told the Global Times that in the process of moving towards high-end, Chinese mobile phone manufacturers have shown many advantages and innovations. First of all, Chinese mobile phone manufacturers have strong strength and experience accumulation in chain management, production and manufacturing, etc., so that they can quickly respond to market demand, reduce costs and improve quality. Secondly, Chinese mobile phone manufacturers have also achieved remarkable results in technological innovation, such as Huawei's Kirin chip, Xiaomi's fast charging technology, Honor's imaging system, etc., which not only improve the performance experience of products, but also enhance the competitiveness of brands.
* Behind the scenes, be worth the money.
The Global Times reporter observed that continuing to move towards high-end has become the consensus of domestic mobile phone manufacturers. In a speech in August 2023, Lei Jun, founder of Xiaomi, said: "High-end is the only way for Xiaomi, and it is a battle of life and death. Zhao Ming, CEO of Honor, also said in a recent interview with the Global Times and other ** that Honor is committed to participating in global competition with high-end products. He believes that in the early years, Chinese mobile phones were entry-level and low-end in the world, but there is no shortage of low-end brands in the global mobile phone market industry chain, and now what the European market needs is a brand that can challenge Apple and Samsung at the high-end.
Zhu Keli believes that for domestic mobile phone manufacturers, the development of high-end is not only to enhance the brand image, but also the only way to obtain higher profits, so that more funds can be invested in R&D and innovation, forming a virtuous circle driven by innovation. In addition, with the rapid development of 5G, AI and other technologies, there are higher requirements for mobile phone hardware configuration, system optimization, user experience, etc., which also prompts domestic mobile phone manufacturers to develop towards high-end to meet the diversified needs of consumers.
Although it is already the consensus of the industry to go to the high-end, the continuous improvement of mobile phones** has also made some consumers question. Affected by multiple reasons, recent statistics show that the replacement cycle of domestic mobile phone users has been further extended.
Zhu Keli believes that in this case, Chinese mobile phones can make consumers feel value for money by improving product quality and increasing added value, and at the same time, products in different ranges can be launched to meet the needs of different consumers, so as to form a more complete product line.
Wang Jianing, a technology investment expert, also told the Global Times that Chinese mobile phone manufacturers need to emphasize the improvement of user experience brought by new technologies, new materials and high-quality services, so that consumers can perceive the value for money behind the **. At the same time, continue to attract consumers with differentiated advantages. ▲