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The market share must be competed for, and the long-term winning method must also be found, and the more tense the competition, the more panicked it is.
Measured by the data of the fourth quarter of 2021, after six years, Apple has once again become the top mobile phone sales in the Chinese market. Behind the Weibo hot search is the user group that is not spitting, and there are also domestic brands with thorns in the back.
Under the action of internal and external comprehensive factors such as Huawei's sanctions, global lack of core, and Apple's price reduction, "iPhone 13 wins" seems to be an inevitable result, and it also throws the new proposition of market competition in front of it: when the price is convergent, the performance is similar, and the differentiation strategy is becoming more and more undifferentiated, and the domestic self-improvement needs to be substituted into a new rhythm.
Starting from the era of functional machines, surpassing foreign brands is the perennial dream of domestic mobile phones. The popularity of smart phones has given domestic goods the opportunity to overtake in curves, and in terms of sales, many brands once saw hope. In the past few years, Huawei, Xiaomi, OPPO, vivo and other "winner is king" domestic brands, after standing firm in the Chinese market, the global market offensive has not decreased. They have beaten many overseas brands, and there are still two big mountains of Apple and Samsung. The black swan of the epidemic and the complex international environment have brought uncertainty to competition.
What's even more worrying is that there are new changes in the pace of the product and the corporate competition itself, but there is no opportunity for disruption. Taking the change from functional machines to smart machines as an example, the attitude of the winner is based on the "demise" of the previous generation of market kings Nokia, Motorola and Sony, and is based on the huge iteration of technology.
Nowadays, although the folding screen has a small upswing, it is far from reaching the height of the mobile phone revolution.
Reflected in mobile phone manufacturers, grinding details has become a last resort: higher pixels, clear screens, bangs screens or digging screens, and even fast charging... It seems that the innovation is full, but it is only a gradual improvement, and this dilemma, as strong as Apple, is helpless.
Not only is there a bottleneck in the technical dimension, but the "crash" in market strategy is even more tragic. In the early days of smart phones, mainstream manufacturers basically played a flagship in the world, and the price and performance were different, and the people they faced were different, and on the road of chasing incremental users, there was competition with each other but each had its own place.
As we all know, global mobile phone sales have entered a saturation period, users have changed from incremental enclosure to stock competition, several large companies control the market, but have come up with as few as five or six models as many as more than ten models. In this way, it seems that there is more price and more configuration, but it is the same price and the same configuration.
When Apple has played the "increase in quantity and price reduction" and bowed to the market, it really cannot come up with the differentiated persuasion of "differentiated competition".
Fortunately, looking at the world, several Chinese mobile phone companies have gained a firm foothold, from the past hard catch-up to a considerable wrestler, especially in terms of quantity coverage advantage. Therefore, the market share is high and the competition must be fought, and the long-term winning method must also be found, and the more tense the competition, the more panic cannot be panicked.
If you change the angle, the anxiety of competition is also an opportunity to cultivate internal skills. If you use "technical potential" to describe mobile phone competition, Chinese companies are not only not lagging behind in the "technical" trick level, such as Internet channels, new concept marketing, software function optimization, etc., not only do not lag behind, but lead the world. However, in the internal power dimension of the "Tao", such as the shortcomings of chips and systems, this is the crux of the problem that has to be cracked in the complex context of the international environment.
Taking advantage of the scorching competition period, domestic mobile phones to make up for the shortcomings of internal power such as chips will surely be able to realize the long-cherished wish of domestic products to reach the top when the next "potential" arrives.
Commentator 丨 Zhang Xuwang
Image source丨Visual China, Apple's official website, Samsung's official website, Huawei's official website, Weibo screenshot
Editor 丨 Zhang Yajing