Mobile phone manufacturers are eyeing the takeaway brother

Witty cat

2024-07-02 17:09Creators in the field of technology

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01 This year, the mobile phone market pays attention to durability, and major manufacturers have launched mobile phone models that are resistant to falling and manufacturing.

02 The title of takeaway god machine is favored by outdoor workers such as takeaway brothers, and mobile phone manufacturers optimize targeted functions for this group.

03Due to the lengthening of consumers' replacement cycles, manufacturers have begun to pay attention to durability to increase brand stickiness.

04 However, it is difficult to have both durable magic machines and performance mobile phones, and the online and offline division of the thousand-yuan market will become more and more obvious.

05 Consumers are more inclined to buy a phone that prioritizes durability and sacrifice some performance, which is a pragmatic choice.

Technical support is provided by Tencent Hybrid Model

In this year's mobile phone market, durability has become an important feature that many manufacturers are chasing. Note that the durability mentioned here is not only the fluency level of the system of "4 years without stuck", but also the durability in the literal sense - anti-drop and durable!

So we see that OPPO first launched A3 Pro, followed by K12, and then came to A3, three consecutive hits in 3 months, all of which will be durable as the main highlight; The subsequent four models of the vivo Y200 series all put drop resistance, cushioning, and waterproof as the core highlights; The recently released Honor Play 60 Plus, while inheriting the five-star fall resistance, also has an additional anti-extrusion certification...... It can be seen that the durability competition in the mobile phone market is also difficult to escape!

The marketing label of the food delivery god machine

As we all know, the involution melee in the mobile phone market has been around for a long time, so that now the thousand-yuan model is almost rolled to the extreme, with 6000mAh large battery, high-frequency dimming eye protection, IP69 top protection and other characteristics have been devolved. Therefore, everyone found that this type of model seems to be very friendly to outdoor workers, such as takeaway brother and courier brother, so this type of model has gradually gained the title of "takeaway machine".

Mobile phone manufacturers have always been good at marketing, especially in the marketing style that fits the user's public opinion, such as the common "XX factory is to listen to persuasion". The title of takeaway god machine is obviously the same as the nail household mobile phone, which has some suggestive meaning. Being crowned with this title is very reminiscent of the takeaway brother's functional needs for mobile phones, such as long battery life, good navigation, strong waterproof, durable, etc., which is undoubtedly a very positive evaluation of a mobile phone, and it also has a good publicity effect.

As a result, manufacturers also pushed the boat along the way, not only bringing mobile phones in the direction of "takeaway magic machine" in marketing, but also giving targeted functional optimization for takeaway brothers.

For example, OPPO K12 invited the takeaway brother to do the battery life challenge activity, and major social apps can also see the entry of "The delivery man buys up the OPPO new mobile phone", and intends to associate the main durable OPPO K12/A3 Pro with the "delivery man mobile phone".

vivo is more direct, Y200 series has launched a career mode designed for field workers, including order grabbing network enhancement, ultra-clear hands-free calling, outdoor automatic enhancement of screen brightness, driving/riding at any time to check order messages, etc., making people feel like they are born for takeaway brothers. At the same time, it also has many characteristics such as large battery life, waterproof, wet hand control, drop resistance, eye protection and so on.

Obviously, whether it is a career mode or a durable one, it is just a dessert function of this kind of mobile phone, and they want to do more products that solve the pain points of the thousand-yuan machine market.

Market-oriented results

In fact, the mobile phone with durability as the main selling point did not start to appear this year, and last year's large memory, battery replacement, and 4-year warranty were all aimed at this selling point. Liu Bo, president of OPPO China, responded on his personal Weibo, saying, "In recent years, I have found that users' opinions on mobile phones have become more and more concentrated, and durability is a point that users are very concerned about." This passage can be regarded as the real idea of the manufacturer.

In the promotional letter of the OPPO A3 Pro, Liu Bo once again emphasized that "durability is the result of user orientation, and it has also become the primary consideration of many mass users when choosing a mobile phone." "Unlike last year, the durability of mobile phones is still at the hidden level such as memory upgrades and battery health, and this year's presentation of durability is obviously more simple and crude, with washing machines, car pressures, and electric drills taking turns to play.

A background that cannot be ignored is that after the mobile phone market has changed from increment to stock, the replacement cycle of consumers has been lengthening, and many consumers will only change their mobile phones once in more than 4 years. In the face of this reality, manufacturers also have to change their thinking, since the goal of allowing users to "change every year" is hopeless, it is better to give you a mobile phone that is durable enough to increase brand stickiness. Especially for price-sensitive users, it is more prudent to switch phones, and such a strategy is obviously much more pragmatic.

It is true that some manufacturers have tasted the sweetness after changing their strategies. Data shows that the Honor X50 sold 10 million units in 10 months from the launch of sales in August last year to May this year. In addition to the exquisite appearance, large battery, screen eye protection, the reason why it is popular in the market is that it grasps the point of falling resistance to publicity, "the world's first to obtain the Swiss SGS five-star drop resistance certification", for users is not broken, well poked the pain point.

This just shows that durability is getting higher and higher in the selling point of mobile phones. Consumers are becoming more pragmatic in their purchasing choices, and mobile phones that are more reliable and long-lasting are more favored by the market. There are also major mobile phone manufacturers that follow the path of GloryX50 and roll them up, all of which are durable machines.

Performance and durability are hard to come and go

The involution of every functional feature of mobile phone products is almost inseparable from the technological upgrade of the upstream supply chain. In the past, Apple's super ceramic crystalline glass, Corning's Victus 2 glass, Huawei's Kunlun glass and basalt architecture, and now these new materials and new structures are also applied to 1,000-yuan mobile phones.

For example, the fuselage architecture that is not the focus but must be mentioned at every press conference, the Tai Chi cushioning architecture of the Honor X50, the rock anti-drop structure of vivo Y200, and the diamond architecture of the OPPO A3 Pro, make non-professional rugged mobile phones can also achieve sufficient anti-drop, waterproof and other characteristics.

However, it should be noted that mobile phone manufacturers have always been good at knife techniques, stacking materials fiercely in the most eye-catching places, and slashing fiercely in invisible places. While spending the cost on durability, appearance and feel, battery, fast charging, and screen, these visible places have to be used to control the cost budget in terms of performance and peripheral configuration.

This also means that at this stage, it is difficult to have both these "durable magic phones" and "performance mobile phones". In terms of processors, the OPPO K12 uses the third-generation Snapdragon 7, the OPPO A13 Pro uses the Dimensity 7050, the Honor X50 is the first-generation Snapdragon 6, and the vivo Y200i is the second-generation Snapdragon 4.

In the case of the increasingly popular durable machine in the market, it will also cause such a trend, that is, like the current high-end market, the online and offline division of the thousand-yuan market will become more and more distinct. There is no doubt that everyone wants to buy a phone that works better and lasts longer. For mass users, it is more likely that mobile phones will be given priority to upgrading durability and sacrificing some performance, which is also a pragmatic choice.

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