Apple is still the "top" Apple, and the price of tens of thousands of yuan still makes it the most "proud" brand in the mobile phone category, but in the face of such opponents, domestic mobile phone manufacturers gradually out of their own direction in the technical path are not afraid.
At 3 a.m. on Sept. 13, just after the announcement of Apple's new product, known as the "Spring Festival Gala" in science and technology, Yu Chengdong, CEO of Huawei's consumer business, posted a microblog saying, "Stable, we'll meet in London on October 16." Huawei will release the Mate20 on October 16, and for the first time in the second quarter of this year, Huawei shipped more mobile phones than Apple.
"The competition for high-end phones in China has changed a lot since a few years ago, so there are more competitors for the new iPhone than ever before." Canalys analyst Jia Mo told reporters.
Out of the "thousand planes"
The "one-thousand-machine-side" used to be a label that could not be torn off from domestic mobile phones. In addition to the weak position of the supply chain, the ready-made market cake under the "Apple Effect" is actually the biggest temptation. It's like someone has given the standard answer, and domestic mobile phone just copy it.
There's even an Apple cycle in the supply chain, and if you catch up with Apple's new devices, high-end components may become more popular, and most mobile phone makers will have to take a detour to find alternatives or wait for the production line to be mass-produced, but those around Apple are looking forward to that year. The best business cycle is coming.
"At that time, the supply chain was looking forward to Apple's launch, but also very scared, many people gambled on such an opportunity a year to see the technology trends." Zhang Fan, chairman and general manager of upstream supply chain manufacturer Shenzhen Huiding Technology Co., Ltd., told reporters that this year, however, many people may not be particularly focused on the press conference.
In Zhang Fan's view, Apple, once unreachable, is becoming able to "catch up", and domestic terminal manufacturers have made a lot of progress in software design, power consumption and appearance design.
As early as April 2017, vivo called the top suppliers of the mobile phone industry to its headquarters in Dongguan. vivo told them that the way of cooperation and the pace of cooperation should be adjusted. Simply put, vivo should focus on coding technology innovation, change its previous technology follow-up strategy, advance the layout of key areas involving mobile phone innovation, and advance the cycle of technology tracking and cooperation to 18 months, or even 36 months. This is because the competition between mobile phone companies is often the first half of the innovation technology dividend period, or even three months.
But there are risks in doing so. The cycle of technology improvement takes time. Whether new mobile phone products can enjoy the volume dividend brought by "new technology" is a greater test of manufacturers'ability to control the supply chain, as well as the manufacturing and technical capabilities of the supply chain, and to be prepared for "risk trial and error".
"In the relatively early period, in order to shorten the time for the product to appear, the risk order, the two sides assume half, the customer is willing to take a certain risk." Zhang Fan believes that such a model can not be simply copied, but does not deny that for customers, this is a market breakthrough opportunity.
According to Canalys, China's smartphone market shipped more than 100 million units in the second quarter of 2018, up from 91 million units in the first quarter. Among them, the market share of shipments ranked in the top four, vivo ranked third, in the second quarter growth rate of 30%, higher than other brands.
Huang Tao, director of vivo products, said that at present, Huiding is mainly doing similar camera sensors and calibration business, while vivo is doing lens products. "We have invested tremendous resources in these areas and have mastered some of the key technologies that we believe are available. But if losses are made, the vivo and the losses will be half of one person. In a sluggish market environment, the cost of trial and error is negligible compared with successful breakout.
"Shanzhai" made in China?
Domestic handset makers have hit their rivals through aggressive technology strategies, but Apple has not stopped fighting back.
After watching Apple's new product launch, some commented that the only "bright spot" of the whole event might be that the new iPhone finally supports dual-card dual-use, with one card continuing the entity nano-SIM of the past and the other a built-in eSIM virtual card. Apple has also designed a customized version of iPhone for two Chinese nano-SIM users.
It looks like this is iPhone's "Shanzhai" Andrews.
In addition, the design of the card slot on Apple's mobile phone is almost the same as that of the FindX handset recently released by OPPO, eliminating the previous three-in-two card slot design, and it seems that Apple is "learning" from more competitors.
"Apple also resists competition in price from domestic phones, such as adding different versions of memory to its products." Yan Zhanmeng, director of Counterpoint Research, a market research institute, told reporters that the pressure on Apple's overall competition will be greater, and price adjustments at the end of the year or early in the year will be the key.
"The main reason for the decline in Apple sales is still too expensive, the pricing strategy of domestic mobile phone manufacturers is more radical." Yan Zhanmeng told reporters that the price of the large-sized iPhone XsMax hit a new high, which shows that Apple is confident in the high-end market, but in terms of sales, it is still facing the squeeze from domestic phones.
Data show that HUAWEI is selling more than apple.
In the second quarter, Huawei sold 49.85 million smartphones, gaining 13.3% of the market share, second only to Samsung Electronics in South Korea, making it the world's second-largest smartphone maker, according to Gartner's official website.
In the quarter, Apple delivered 4.47 million smartphones, with a global share of 11.9%, ranking third. In the quarter, Apple's share fell behind HUAWEI's 1.4 percentage point.
Anshul Gupta, Gartner's research director, said Huawei's smartphone sales grew by 38.6% in the second quarter and continued to introduce innovative features in mobile products, expanding its product line and covering more consumers. The executive said Huawei had invested in retail channels to boost brand building, and factors such as the precise positioning of glorious brands helped boost sales. So far, Huawei has sold glorious mobile phones in 70 countries and regions around the world. Glorious brand has become the "growth engine" of Huawei's mobile phone business.
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