At the beginning of 2017, domestic manufacturers frequently operated on the price of smart phones. Meizu will be listed on the charm blue Note5 3GB+16GB and 3GB+32GB version of the price has been raised by 100 yuan since January 3; Xiaomi mobile phone 1999 price line has long been lost, Xiaomi MIX almost reached a high price of 4,000 yuan; and then, Huawei After releasing the 2016 annual results of the consumer business, Huawei senior vice president Yu Chengdong said that in 2017, the focus of the smartphone business is to make the scale more profitable; in addition, Hammer Technology Luo Yonghao said that the hammer will not launch another thousand yuan in the future. The following phones.
According to the newsletter reported on February 3, last year, the domestic mobile phone manufacturers who were still hot in the thousand yuan machine market and even advocated that smart phones should be free of hardware, have all embarked on the road of brand upgrading this year. Among them, the most intuitive performance is that the price of domestic mobile phones is becoming more and more expensive.
From the data published by many research institutions, we can see the trend of domestic smartphones rising prices. According to the 2016 Q2 data released by Zhiyan Consulting, the average selling price of Chinese smartphones has increased from 1,256.11 yuan in the same period of 2015 to 1,714 yuan in Q2 in 2016. According to the monitoring data of market research institute GfK, in the first half of 2016, the sales volume of domestic smart phone brands in the price range of 3,000-4,000 yuan rose by 70% year-on-year. Perhaps this year, we can see that domestic mobile phones may have to rise in price.
At present, a number of domestic mobile phone manufacturers have gradually completed the adjustment of the price level. Meizu took the lead in launching the first shot of the 2017 mobile phone price increase. On January 3, Charm Blue Note5 quietly adjusted the price, except for the top version, the price was raised by 100 yuan. Charm Blue Note5 16GB price is adjusted to 999 yuan, 32GB price is adjusted to 1099 yuan, only 64GB version price remains unchanged at 1499 yuan. Moreover, this adjustment has been implemented since January 3rd in all online channels such as Meizu Official Mall, Jingdong, Tmall, Suning official flagship store.
The 360 ​​N4S Dragon Edition also adjusted the price from January 9. It has experienced different price increases in both Tmall and Jingdong platforms. In addition, Huawei, Xiaomi, LeTV, etc. have more than one model to increase the price. It is reported that Huawei P9 Plus price is raised by 50 yuan, Huawei P9 full Netcom version price increase of 100 yuan; Xiaomi slightly increased, Xiaomi MIX rose 30 yuan, millet 5S Plus price increased 85 yuan, red rice also has several models rose 30 to 50 yuan Etc. LeTV has the biggest increase, LeTV pro 3 regular version 4+64G rose 80 yuan, Le Max2 top version increased 280 yuan.
For the collective price of domestic smartphones, Lenovo’s vice president Chang Cheng once explained: “There are two reasons for the overall price increase of mobile phones. One is the problem of the supply of mobile phone spare parts, and the other is the impact of the US dollar exchange rate.†Actually from 2016 At the end of the year, it was reported that due to the rising exchange rate between the RMB and the US dollar, many mobile phone manufacturers indicated that their products will increase in price in 2017. On the other hand, due to the increase in materials and the increase in costs in marketing and channels, the cost must be increased accordingly.
Not only that, the collective exploration of domestic smart phone brand prices stems from the awareness of domestic brand construction and the awareness of premium awareness and the further enhancement of comprehensive competitiveness. After experiencing the use of many mobile phone products, consumers have turned from the pursuit of cost performance to comprehensive consideration of brands, products, services, processes and other aspects, willing to pay for the "premium" and turn to more high-end products.
The most important thing is that the smartphone industry has begun to move from the incremental era to the stock era. Smartphones have almost reached the market share of the manual with their own portable and functional expansion in the mobile Internet field. But since last year, the trend of slowing smartphone growth has become very obvious. According to the latest data from IDC's global mobile phone tracking quarterly report, global smartphone shipments will reach 1.45 billion units in 2016, up only 0.6% year-on-year, while shipment growth in 2015 was 10.4%. The data shows that smartphones are now widely available in mature markets and have completely entered the stock market.
In the current stock market, the smart phone industry faces the reality of the need to transform and upgrade. In this process, the price increase is actually to promote the improvement of quality, and the ecology is to make the mobile phone better integrated into the mobile Internet. These two magic weapons will promote the smooth progress of the transformation and upgrading of the mobile phone industry.
On the one hand, the profitability of the thousand yuan machine itself is not strong, and it can even be said to be a land-based flight. And too high sales, greatly squeezed the position of high-end mobile phones in the market. In addition, the existence of the thousand yuan machine is always not conducive to the brand building of domestic mobile phone manufacturers, always giving people a low-end feeling. Under such circumstances, domestic mobile phone manufacturers must increase profits, ensure that they survive the cruel competition, complete brand building, and exert their strength in the high-end market.
On the other hand, domestic mobile phone manufacturers rely solely on hardware to make a profitable business model, which is very old-fashioned. With the decline in domestic smartphone sales, hardware profits alone are not enough to support the operation of the enterprise. In contrast, based on smart phones, it is constantly expanding outwards, building an ecological chain, and completing the value transfer of mobile phones from hard to soft, which is a necessary condition for continued survival in the stock market.
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