The reason why consumers don't change their mobile phones: financial constraints and mobile phones** are too high!
2022 is coming to an end, and the global smartphones"Wait time"It's coming to an end. It can be said that all kinds of mobile phones have brought good news, which means that this year's smartphone industry has finally gotten rid of it"Cold winter weather", entering a whole new phase. TechInsights has released its latest mobile industry report!
The report states that by 2023, the replacement rate of smartphones will reach 51 months, the longest ever, which means that after four years and three months of use, no one will want to switch to a new model. In contrast, Chinese users changed their phones faster, but it still took more than 40 months, or more than three years. What does this mean for us?
Switching to a new phone can have a big impact on sales, and in recent years, many phone manufacturers have tried to eliminate it"Death"model, here's why. Let's not forget that in 2023, global smartphone sales will reach 11700 million units, down 32%。This is for smartphone sales over the past decade"All-time low", the downward trend is a foregone conclusion! Admittedly, today's smartphones have not yet shaken off their decline"Winter period"It will continue!
So the question is: why are users reluctant to change to a new phone? In my opinion, there are three reasons: one is that it is unaffordable, the second is that it is too expensive, and the third is that it is enough! A host once sighed:"If you can't even afford a $79 toothbrush, you should think about whether you're doing it well enough. "But the reality is that instead of raising salaries, many hard-working people have had their salaries cut off, so not having enough money to spend has become an important factor influencing consumers to control their spending. As you may have noticed, people are slowly accepting it these days"If you can, you don't spend money"The concept!
Secondly, with the saturation of the mid-range market, many mobile phone manufacturers have entered the field of high-end phones. Because of this word, various brands are fighting for configuration and resources, so the production cost is getting higher and higher, and the price of mobile phones is also increasing day by day, and the cheapest is more than 10,000 yuan, which is simply a luxury for an office worker, which can cost him several months of salary.
According to GFK's survey, the average Chinese mobile phone is currently 3,480 yuan, a figure that has remained around 200 yuan since 2,685 yuan four years ago, but this is difficult to reconcile with stagnant or even declining wage levels.
What's more, the current mobile phone industry is the same, as soon as each new processor is launched, it uses the same chip, like scrolling screen, scrolling**, rolling fast charging, the difference is not very big, because of the large memory. This leads to the fact that the mobile phone will not be used for three years, three years or even three years, and it will be different from the most, and there is no difference in use and function, so there is no need to replace it.
What's more, when many mobile phone manufacturers launch new products, they will say that there will be no orders after 36 or 48 months. Since mobile phones are very durable, they do not break or replace, consumers are not interested in buying them at all, and the average replacement time per person will be longer. As a result, sales of smartphones will continue to decline, and the entire industry will fall into crisis.
Of course, it's the same with all companies, it's a process. Mobile phone manufacturers must find a new path of development, not behind closed doors, but also to create some innovative products, in order to better capture users, otherwise how can anyone buy boring mobile phones?