No one expected that the winter of the mobile phone industry actually lasted a whole year.
Text / Zhang Nan
Responsible editor / Xia Yumeng
Strategy:
1. Mobile phone sales in 2019 are not optimistic, and the decline is serious;
2, most mobile phone dealers are struggling, and daily sales are down by about 50% compared to 2018;
3. Huawei Xiaomi continues to offline PK and dig each other;
4. OPPO will re-examine offline business while going online;
5. Mobile phone manufacturers have begun to focus on offline stores in large shopping malls;
6. Most offline stores that are affected by the epidemic will not be able to operate normally, and profits may be reduced by most.
No one expected that the winter of the mobile phone industry actually lasted a whole year.
At this time last year, Deng Zhong made a wish at his birthday banquet: he must do a good job and strive for a full harvest next year.
But now it seems that his wish is shattered.
“It is enough to survive barely last year. This year just happened to catch up with the epidemic, let alone think about it. It ca n’t be closed.” Deng Zhong is a mobile phone dealer in a county in Baoding, Hebei. County mobile phone sales are declining.
In the first few months of 2019, his store could barely sell forty or fifty mobile phones a month, but by December 2019, sales had become very few, which was difficult for him to accept.
Jiang Tao, who is far away from Huaqiangbei in Shenzhen, also feels that business is getting worse and worse from the middle of last year, especially the recent outbreak. Many Huaqiangbei stores are required to open after the 16th of the first month. “The previous eleven periods were a sales peak, but there was no peak last year. Every brand is very average. Last year, the overall sales of mobile phones must be a downward trend. This year’s epidemic came suddenly, and it feels like a loss. >
Tao Jiang told “Wise Finance” that before 2019, the monthly shipment volume will be more than 30,000 units (including the sum of domestic and international brands), but since last year, it has also been 15,000 per month. Taiwan, sometimes this is not achieved. “Every month is falling, and January is even worse than January.”
In 2019, at the stage of 4G to 5G transition, Huawei, Xiaomi, OPPO, and VIVO successively launched their own 5G products, which also meant that a fierce competition on 5G was launched.
In this gameNo one wants to be a laggard.
Data released by Canalys, an international market research organization, shows that the mobile phone market in 2019 is not optimistic. Overall, in the whole of 2019, China’s smartphone sales were 369 million units, a year-on-year decline of 7%. At the same time, in the fourth quarter of 2019 alone, sales of Chinese smartphones shrank by 15% year-on-year to 85.3 million.
This is the 11th consecutive quarter of decline in the Chinese mobile phone market.
However, it is worth mentioning that Huawei achieved contrarian growth last year, and its shipments jumped from 104.8 million a year ago to 142 million in 2019, an increase of 35.5%.
Except Huawei, OPPO, VIVO, Xiaomi, and Apple all experienced negative growth, with shipments of 605.7 million units, 602.7 million units, 602.7 million units, and 308.8 million units, respectively, down 17%, 19 %, 21%, 21%.
The shipments of various manufacturers are not satisfactory, but at this point, the epidemic has suddenly struck, which has led many dealers to be forced to close the door, and some dealers who have delivered the door have also cancelled the door. service.
“This year, my store will not die, there are no other requirements.” Jiang Tao looked helpless.
I. Unsellable Phone
A variety of unfavorable factors have begun to spread in the mobile phone industry.
Gao Liangliang does not know when this situation will last. He is a dealer in Shijiazhuang, Hebei, and has 28 mobile phone stores in Hebei Province. Currently, he has continuously closed eight stores in the province and plans to continue closing this year.
“It was n’t just me last year. All the people who sell mobile phones are miserable. Not only new phones, but also very few customers who often buy two mobile phones. Has basically fallen to the bottom of the valley. “Highlighted the channel.
HighlightLiang’s company represented the domestic mobile phone brands including Huawei, OV, Xiaomi and the distribution of Apple mobile phones. Last year, the Apple iPhone 11 series performed more prominently. It had achieved sales of more than 2,000 units a day (including distribution to downstream dealers). In contrast, domestic mobile phones did not have that outstanding performance.
“The domestically-made machine could sell an average of about 1,000 units a day, and only about 300 at the worst.” Gao Liangliang told Wise Finance.
Last year, domestically produced machines were not as good as before, and they were almost cut off.
Jiang Tao said that this seems to be the case for dealers across the country, and sales have become the norm. “This year’s situation is even less optimistic.”
The main reason for this phenomenon is the high price of 5G mobile phones, and ordinary people do not want to replace 4G mobile phones during the transition period, so faults occur.
“Huawei still buys 5G mobile phones, but it’s not as fierce as buying Apple. This year, Apple is finally doing a good job.” Jiang Tao said that Apple has repeatedly lowered the price of distributors’ approvals this year in order to promote Sales have suppressed Huawei’s high posture. Because Apple has no advantage in 5G, and the only advantage is brand influence, so if the price does not fall, nobody may buy this year.
“5G is also a point for everyone to talk about Apple, but in the end many people still choose Apple.” Gao Liangliang thinks that if Apple’s pricing is reasonable, it is only a matter of time before Huawei surpasses Huawei. Although domestic manufacturers have launched 5G mobile phones, only their dealers know the sales volume.
“It can be said that now 5G mobile phones except Huawei are slightly better, and the sales of other homes are not good. Originally, Xiaomi’s 5G mobile phones were very low in price, but the supply was insufficient, which made people who want to buy stay away.” Gao Liangliang said.
In addition, Gao Liangliang also told “Wise Finance” that due to the restrictions on Huawei in the United States, everyone knew Huawei, so Huawei’s sales will be better than other domestic mobile phones. “Some customers do not look at other brands, they directly ask Huawei for prices.”
Second, offline wars continue to increase
In July 2019, Huawei announced that it had laid off 1,000 employees in the U.S. branch, then moved from overseas markets to the country, and began to sink rapidly using the OV method. The original street was almost covered by blue, green, and orange, but this After that, red also started to increase.
Deng Zhong recalled that in August and September of last year, there were suddenly many Huawei mobile phone stores in the county. More and more cottage stores and couples’ stores began to be compiled into authorized stores by Huawei, and they became “regular army” overnight.
In the past, Huawei did not catch cold in the third and fourth tier cities and the sinking, but after the ban, the bow suddenly fell to these cities.
Deng Zhong told “Wise Finance”, Huawei’s goal by the end of last year
In July 2019, Huawei announced that it had laid off 1,000 employees in the U.S. branch, then moved from overseas markets to the country, and began to sink rapidly using the OV method. The original street was almost covered by blue, green, and orange, but this After that, red also started to increase.
Deng Zhong recalled that in August and September of last year, there were suddenly many Huawei mobile phone stores in the county. More and more cottage stores and couples’ stores began to be compiled into authorized stores by Huawei, and they became “regular army” overnight.
In the past, Huawei did not catch cold in the third and fourth tier cities and the sinking, but after the ban, the bow suddenly fell to these cities.
Deng Zhong told “Wise Finance”, Huawei’s goal by the end of last year