Text |Xiaoyi commented on technology
IDC has just released the distribution of domestic mobile phone shares in 2023, and the top five are Apple, Honor, OPPO, vivo and Xiaomi.
In general, they are still familiar tastes, and the top five brands are still familiar to us. However, there is one brand to pay attention to - vivo.
In the data of IDC statistics, vivo is the largest decline among all brands, reaching
In addition, in the 2023 global mobile phone share ranking released a few days ago, vivo was also squeezed out of the top five positions and replaced by Transsion.
You may not realize the seriousness of the problem, let me make a chart for you, let you see vivo's domestic share ranking in the past four years:
In 2020, vivo was the best performing domestic mobile phone brand except for Huawei.
In the subsequent 2021 and 2022, vivo has become the first brother in the domestic mobile phone industry, leading the domestic mobile phone industry for two consecutive years.
However, in 2023, vivo will decline to fourth, and its share will return to three years ago.
In addition, you also need to pay attention to one data - the number of activations in November 2023, as shown in the chart belowvivo has significantly increased by 4775
Why do you want to bring up this month in particular? Because two main products were released this month - vivo x100 and iqoo 12 series.
Generally speaking, in the month of blockbuster product releases, its overall sales must increase, such as Xiaomi and Huawei, which are typical examples.
However, vivo has a significant decline in year-on-year sales data in the case of new product releases, which has to make people think deeplyWhat happened to vivo?
Next, let's talk about the current problems of vivo.
The painful period after the full fall to MediaTek.
If you want to say that the domestic manufacturer has the most intimate relationship with MediaTek, it must be the blue factory vivo.
From 2022 onwards, vivo has been almost all-round in MediaTek.
Consumers who are familiar with the blue factory know that the main models in the blue factory camp are mainly as follows:
Vivo X series, iQOO digital series, IOQO Neo series, vivo S series, iQOO Z series, vivo Y series, etc.
Among them, almost all of the vivo Y series are MediaTek Dimensity chips (Y100i, Y12, Y36, etc. are all MediaTek low-end chips).
It's not surprising that the low-end product line is equipped with MediaTek chips, let's take a look at other product lines:
vivo X100 series:All Dimensity 9300 processors.
vivo S18 series:Only one of the three phones in a series is equipped with a Snapdragon chip, and the others are all MediaTek chips.
iQOO 12 Series:All Qualcomm chips.
iQOO Neo 9 Series:A MediaTek chip, a Qualcomm chip.
iqoo z8：MediaTek chips.
As you can see, let's not talk about the low-end machineThe vast majority of Vivo's popular series have fallen to MediaTek, such as iQOO Z series, iQOO Neo series, etc., this is vivo's main shipment model.
Looking at the entire domestic mobile phone market, this is very rare.
Because from the current market structure, the comprehensive performance of MediaTek chips, as well as the recognition and reputation of users, are inferior to Qualcomm.
Although the performance of Dimensity flagship chips in recent years is indeed very good, such as the Dimensity 9300 in book performance against the Snapdragon 8 gen 3 of the same era.
However, it is difficult to reverse the "entrenched" perception of consumers in the short term.
Especially in the current consumer demand for "".Running scores"Less and less important, right".Experience"This is especially true at a time when we are paying more and more attention.
Many outsiders' impression of MediaTek is still stuck at-".One core is difficult, and nine cores are onlookersThe times.
In addition, it is true that the performance of the MediaTek processor in audio decoding, image algorithms, game adaptation, etc. is indeed inferior to Qualcomm.
Therefore, after the blue factory is all in MediaTek, it will inevitably bear MediaTek's "word-of-mouth burden", which is expected.
In addition, the current MediaTek cannot empower too much for the time being, and there is still a big difference between the relationship between HiSilicon and Huawei.
1500-2500 yuan price range vacuum.
At present, what is the main shipping price segment of the mobile phone industry? It is the price range of 1500-2500 yuan.
Many brands have invested in multiple models to compete in this price segment.
For example, Xiaomi has Redmi K70, K60 Extreme Edition, K60, Note13Pro+, K60E, etc., all of which are very strong products, each with its own selling point.
So let's take a look at vivo, so far there are only three in total - iQOO Z8, iQOO Neo 9, iQOO Neo 8, etc.
Except for the iQOO Neo 9, which is quite competitive, the performance of other products is actually quite average.
And among these mobile phones, except for the iQOO Neo 9, which is a Qualcomm processor, all the other models are MediaTek processors.
And consumers at this price point themselves have little affection for MediaTek processors, and vivo's move will naturally have an impact on sales.
The proud offline market has been eroded by Huawei's glory
Including OPPO, the biggest reliance of the blue and green heroes is not the product, but the channel.
Being able to go deep into the real sinking market, pervasive, and a large and highly efficient sales team is vivo's biggest advantage.
Because vivo can give operators enough high profits and returns.
And now, Huawei is back, and Honor has also begun to expand the offline market, which is a very serious challenge for vivo and OPPO.
Needless to say, Huawei's products have considerable profit margins and are not worried about selling, and have strong product strength. When Huawei was in full swing, the impact on OV was huge.
Honor is from Huawei, and its performance in this regard is also very good, and it also performs well in terms of development, after-sales and so on.
The rise of Huawei and Honor has seized a large part of the market that originally belonged to OPPO and Vivo, which is also one of the biggest reasons for the decline in OV sales.
The above is the author's analysis, I hope it can help you.
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