With the release of its own flagships in September, the two top digital circles, Huawei and Apple , and Double Eleven, which began in late October, the mobile phone market has begun to be lively again. Interestingly, before this, the topic of on "young people are unwilling to change their phones" has been on the hot searches many times, and with the release of iPhone 14 series, this question may have already had an answer.
consumer replacement cycle has exceeded 30 months
Judging from the current release of new phones from domestic manufacturers, a mobile phone will be updated in the first half of the year and the second half of the year. Of course, there are some new opportunities for segmentation to be launched continuously. However, compared with this fast pace, the consumer replacement cycle is obviously longer. According to offline survey data, the average replacement cycle of Chinese consumers has exceeded 30 months. This is also a major reason why many people are discussing why they are unwilling to change their phones. In addition, data shows that the sales of mobile phones in the Chinese market in the first half of this year were about 134 million units, creating the worst sales data since 2015.
Maybe it is not that young people are unwilling to change their phones, but that they are unwilling to change their Android phones
But if you look at Apple's data again, you may find that maybe it is not that young people are unwilling to change their phones, but that they are unwilling to change their Android phones. In the 618 war in the first half of the year, iPhone 13 was the best in sales, with reaching 2.83 million units, far ahead of other competitors, and even more than the models on the list of ; in May 2022, the sales of iPhone 2 in China, increased by 15% year-on-year, outperforming the market. Moreover, as early as the end of last year, Apple topped the Chinese smartphone market in China with a record market share of 18.5 million units shipped and a record market share of 22%.
After the release of the iPhone 14 series this year, also ushered in a hot sales. Although the sales of the two models of the digital series were not as good as last year's iPhone 13, the sales volume of the Pro version increased by 56% year-on-year. From the perspective of overall profit, not only did it not decline but also increased. Apart from the hot sales of the Huawei mate50 series, domestic brands do not seem to have seen other manufacturers have such sales, which is undoubtedly a serious blow to domestic brands that want to hit high-end in recent years.
Before Huawei fell, domestic manufacturers shouted slogans to hit the high-end, but the actual performance is obvious to everyone. The high-end Snapdragon 888 and Snapdragon 8Gen 1 in hardware have allowed domestic manufacturers to use innovation to the cooling system of mobile phones. In the end, the performance is far behind Apple's A-series chips. The long-standing fast charging advantages have improved, but the shortcomings in other aspects seem to have not been well solved.
For consumers, it is possible to perceive that domestic mobile phones are hitting high-end. Although there is still a certain gap between domestic high-end flagship software and hardware and software and the price of is close to iPhone. Nowadays, domestic flagship mobile phones are basically priced at as high as 5,999 yuan, which has also led many consumers to vote on domestic mobile phones with their feet.
Next is Double Eleven. If the iPhone 14 series continues the previous 618 price reduction strategy, it may usher in another wave of sales highs. If domestic brands want to reach the high-end, they may have to go a long way.
