More than half of 2018 has passed, but the overall situation of the smartphone market is not optimistic. Data show that from January to June this year, domestic smartphone shipments fell by 18.9% year-on-year. The willingness of domestic consumers to upgrade is not high, and manufacturers have also adjusted the pace of new machine releases. At the same time, the performance of domestic manufacturers in overseas markets is quite impressive. In the Indian market, Chinese brand mobile phones accounted for more than 80% of the local mobile phone market in the second quarter of this year.
In the second half of the "turn to battle", both global and domestic manufacturers will, in accordance with the usual practice, make full use of their flagship machines. According to the current market situation, some new mobile phone functions in the second half of the year are expected to stand in the C position.
At the beginning of this year, global data institutions were not optimistic about smartphone expectations. After more than half a year, authoritative data from various parties have also met their original expectations. The main reason for the weakness of the global market is that China, the core market that drives the development of global smartphones, has been saturated since last year and its growth has been weak. According to China's smart phone market data released by the China Academy of Communications a few days ago, domestic smart phone shipments in June were 36.61 million units, a year-on-year decline of 12.4%. In the first half of 2018, domestic mobile phones dropped by 18.7% year-on-year, with cumulative shipments of 196 million units. Except for a slight increase of 1.2% in May, the rest of the month was in a state of decline.
The Chinese market has entered saturation, and domestic and global manufacturers have turned their attention to new overseas markets such as India and Russia. Research firm Statista report shows that India has become the world's second largest smartphone market. In the fourth quarter of 2017, mobile phones of Chinese brands have accounted for half of the Indian market, and nine of the top ten brands are Chinese brands. Among them, most manufacturers mainly rely on low-end and mid-range machines priced between 1,000 yuan and 2,000 yuan to open the market. According to the Indian smartphone market report for the second quarter of 2018 released by the market research company Counterpoint, the top five mobile phone manufacturers are Samsung, Xiaomi, vivo, OPPO, and Honor, accounting for a total of 82% of the local market.
For the Indian market, some domestic manufacturers choose to go to the mid-to-high-end market. OnePlus CEO Liu Zuohu said that although only one or two mobile phones are launched each year, they can achieve good results in the Indian market. According to data from Counterpoint, in the high-end mobile phone market priced above 30,000 rubles (about 3,000 yuan), OnePlus (two models in total) accounted for 40%, and Samsung and Apple accounted for 34% and 14%, respectively.
Aspect 1: notebook-level cooling method
In the second half of the year, the two "new words" of mobile phones-liquid cooling heat dissipation attracted everyone's attention. Earlier, the Black Shark mobile phone invested by Xiaomi Technology stated that it uses a multi-stage direct touch integrated liquid cooling system. According to reports, it uses a deep combination of coolant, high thermal conductivity copper alloy substrate, and nano-composite graphite, with a heat dissipation area of ​​6000mm2. Subsequently, the new Honor large-screen machine Note 10 announced that it is equipped with the liquid cooling technology of the "nine-layer three-dimensional heat dissipation architecture". These two machines are positioning e-sports and large-scale games.
Senior gamers are no strangers to liquid cooling, because this technology is used on high-end gaming notebooks or thin and light notebooks. Now that it is transplanted to smart phones, it does meet the needs of domestic users. After all, many young players have moved The terminal serves as the carrier of large-scale games. According to public data, the number of mobile game users in China reached 554 million in 2017, and the market is expected to reach 580 million in 2018. Coincidentally, a few days ago, the brand-new Samsung Note9 also introduced a liquid cooling system. It can be expected that this function of liquid cooling will flourish in the domestic market.
Comment: As we all know, the heat dissipation problem of mobile phones has always been one of the problems that terminal manufacturers need to solve. It is a good way to use liquid cooling to reduce the heat problem of mobile phones-it not only realizes the needs of players to play and watch videos for a long time, but also minimizes heat generation, which is a highly practical function.
Aspect 2: Stylus, pop-up camera... Try more forms and extended functions
At present, the shape of the mobile phone has been fixed. In the case of limited space to change the appearance, the manufacturers have started the idea of ​​auxiliary hardware. All media reporters noticed that the stylus, as a mobile terminal accessory, has been gradually pushed by manufacturers since last year, including the two major global manufacturers Samsung and Apple.
This year, Note9's stylus has been given more functions, including support for Bluetooth to control mobile phone photos. When you and your friends need to take a selfie, you only need to hold the stylus and press the button on the pen to complete the selfie. All media reporters found that the experience performance and practicability of its stylus were good during the on-site experience. In addition, there is news that the new iPhone, which will debut in September, may support handwriting. According to industry speculation, 5.8-inch and 6.5-inch iPhones will support Apple Pencil. The Apple Pencil is currently supported on the iPad Pro and the new iPad. After all, with a stylus, the capabilities of mobile hardware can have more room for expansion. For example, it can be used in education to allow teachers and students to write, draw, and take notes. However, these rumors have to wait for the official debut of the new machine before the answer can be revealed.
Comment: It's time for the shape of smart phones to change. This is the consensus of the industry. However, experts agree that this requires disruptive changes only when flexible screens are mass-produced. However, last year's full screen + face recognition still stimulated the market's demand for new generations. As for the lift camera and stylus? Frankly speaking, there are changes, but they have not really touched the pain points of user needs. Like a stylus, users are more "entangled" in two ways. One is that it is easy to use and the price is not cheap. On the other hand, it is easy to lose sight of using an extra pen.
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