[Global Network Technology Reporter Chen Jian] Yesterday Motorola held a press conference to release the new product moto z 2018, this new product as a high-end flagship mobile phone, priced at 9999 yuan. By the end of 2017, the release of this year's flagship mobile phone has basically come to an end. Do not know if you noticed no, the price of the recent mobile phones, especially the flagship mobile phones, is getting higher and higher, even for Motorola, which has been away from consumers' attention for many years.
If the price of mobile phone prices rises or the initial feeling of people after seeing the price of the conference, the data from GFK confirms this point for us. By 2017, the average selling price of smart phones will continue to rise and increase. obvious.
Data shows that as of the third quarter of 2017, the average price of smart phones rose by a record high. In the third quarter of 2017, the overall shipment of smart phones was about 367 million units, which was a year-on-year increase of 3%, but the growth rate of sales was as high as 10%, which indicates that the mobile phone shipments were lower than the growth in sales, in other words, In other words, the average price of mobile phones has increased.
In the global market, in the third quarter of the past, the average price of smartphones also increased by 6%. With the opening of high-end mobile phones such as the iPhone X, it is expected that the annual increase will be close to 5.7%. Specific to the Chinese market, shipments of smart phones in the Chinese market have only increased by 5%, sales have increased by 20%, and the average price increase has been 14%. Another typical region is Europe. In Western Europe, sales have also seen an 11% increase in shipments.
With the maturity of the industry chain of the mobile phone industry, the price of mobile phones should be higher and lower, while the selling price is getting lower and lower, because for people, products with prices close to 10,000 yuan are often durable kitchen appliances and mobile phones. The product replacement cycle is short, so often the price will not be too high. However, this year's flagship mobile phones, including Samsung Note 8, Huawei Mate 10 Pro, iPhone X and other highest prices are all close to 10,000 yuan. The domestic representative millet known for its price/performance ratio has long since broken the ceiling of the 1999 flagship cell phone and the price of the latest MIX 2 mobile phone has also exceeded 4,000 yuan. Why is the mobile phone price more and more expensive?
The drive of mobile phone profits and the need for brand image
First, profit driven. If you still believe that the mobile phone has entered the Blue Ocean, smart phone manufacturers sell the phone is a good conscience, it shows that you are still very naive, the operation of commercial companies are the premise of the pursuit of profits. Both Apple and Samsung Electronics and Huawei have been able to increase sales by increasing the price of their flagship products. At the launch of Huawei's Mate 10, Yu Chengdong said that Huawei's mobile phone prices broke through and its sales revenue increased beyond the growth of mobile phone shipments.
Some analysts pointed out that if consumers can accept these new prices, then Apple and Samsung's advantage over hundreds of smart phone competitors will further widen, and many of these competitors are difficult to achieve a break-even state. According to market research firm Strategy Analytics, the industry's annual profit is almost entirely divided by Apple and Samsung, of which Apple's profits accounted for 79%, and Samsung's profits accounted for 15%.
In addition, for small-scale mobile phone manufacturers compared to Apple and Samsung, the increase in the price of mobile phones means an increase in the brand image of mobile phones. Taking domestic mobile phones as an example of millet, Xiaomi’s products have always been known for their high cost performance. However, Xiaomi's products tend to give people a low-end image, even if its flagship mobile MIX series in the market, whether the performance or the appearance is not bad, so the higher end of the phone, the higher the price will be on the brand image Promotion is beneficial.
Mobile phone supply chain prices generally rise
In addition, in objective terms, the current soaring prices of mobile phone supply chain products also led to the general rise in the price of mobile phones.
First of all, in the screen with the highest cost in mobile phones, the so-called “full screen†is used because the mobile phone pursues a higher proportion of screens in design this year, resulting in an increase in the proportion of mobile phone screens from 80% to 90%. Above, this increases the cost of processing and screens. According to a senior person in the mobile phone supply chain, in the recently released flagship series, the total screen cost to the mobile phone is increased by 10%-20%, of which the cost of the screen is increased by about 10 US dollars, but the components are changed, and the assembly yield is difficult. The cost is higher. At present, LCD screens are gradually oversupplied to OLEDs, but the current market is almost monopolized by Korean manufacturers, and the cost of OLED itself is relatively high, and it is in the stage of supply shortage. Therefore, the price increase of mobile phone screens is unavoidable.
In the past year, the price increase of mobile phone memory and mobile phone storage has surpassed 20%, and the trend of price increase continues, and the bad news is that in addition to the memory and screen prices this year, cell phone manufacturers have complained. In addition, even the camera may have a price increase.
Consumers are more willing to buy but manufacturers are too optimistic
In a foreign country, Barclay recently conducted a survey of mobile phone users and found that only 11% of respondents would spend more than 1,000 US dollars to buy a smart phone. The average price of mobile phones accepted by respondents was only About 580 US dollars (4000 yuan). In China, people's acceptance of the average price of mobile phones is even lower. The current 2,000 yuan is still the standard for most people to choose mobile phones.
However, the Chinese people have entered the smart phone era for 10 years. In this year's mobile phone market, the word “consumer upgrade†has been impacting our attention. Mobile phones with a price of more than 2,500 yuan are popular and the best-selling mobile phones have already begun to belong to this category. One price segment. Many people choose smart phones and begin to pay more attention to performance and photographing. The thousands of machines are no longer the first choice for many people.
Nowadays, consumers are often willing to spend more money to meet more demands. After all, in the era of mobile Internet, mobile phones have become a product that people can’t live without. Therefore, people are always willing to improve their mobile phones. Cost to win. However, due to the price increase caused by the cost of its own mobile phone, the same price is now spent, but it has not been bought due to upgrade. And for higher-priced products, people's desire to buy is not so strong. This year's poor sales of the iPhone 8 in China is a real example. For such a big Apple appeal, people are still reluctant to pay the bill.
Of course, there are some other external causes, including that most wireless carriers have canceled subsidies for smart phones such as the iPhone, and there are certain reasons for launching monthly payment plans, but they have little effect on domestic users.
As the price of mobile phones continues to increase, it will definitely do more harm than good for consumers. For Apple, Samsung and other vendors, although they maintain a high-end brand image, they will also make consumers feel more comfortable with sales. Sense of distance. For millet and other domestic manufacturers, if they can withstand the pressure of the industrial chain, may not be a good opportunity for overtaking, but because domestic mobile phones are currently subject to the majority of people in the industry chain, so their product prices have gone up, but the heart of Only you know that bitterness.
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