In recent years, a huge wave of high-end growth has been underway in the national and even the global mobile phone market. Major domestic brands have high consensus on entering the high-end road and have launched fierce competition.
The saying "Heroes come from troubled times" also makes sense in business. When an industry changes fiercely, it is also the time when it has the most opportunity. The domestic mobile phone market is currently in this state, and in order to compete for market share, other mobile phone manufacturers are also trying their best.
Judging from the current performance, the biggest winner of domestic mobile phone brands has emerged.
Domestic breakthroughs have achieved remarkable results
The new pattern of the Chinese mobile phone market has gradually confirmed
As time goes by, players' growth and decline temporarily show signs of stabilization, and a new competitive pattern has gradually emerged.
latest data released by Canalys, a market analysis agency, shows that weak demand in the third quarter of 2022 caused global smartphone shipments to fall by 9% year-on-year to 298 million units. Compared with the global market, the domestic smartphone market has contracted more significantly. In the third quarter of 2022, the domestic smartphone market shipped 70 million units, a year-on-year decrease of 11%. Although it improved slightly compared with the second quarter, the market chill has not yet been eliminated.
Although the overall market continues to be sluggish, the high-end mobile phone market is showing a counter-trend growth trend. According to a report by market research firm Counterpoint Research, the overall share of high-end mobile phones (US$600 and above) in the third quarter of 2022 reached 22.4%, with increasing by html by 61.9 percentage points year-on-year and 2.3 percentage points month-on-month. The high-end market has always been the only one, which is also the driving force behind major domestic mobile phone manufacturers' efforts to invest in high-end breakthroughs in recent years.
From the data, vivo's performance in the high-end market is particularly eye-catching. According to a report released by Counterpoint Research, in the second quarter of 2022, vivo won 4% of the global high-end smartphone market (priced above US$400), second only to Apple and Samsung ; its share in the ultra-high price range of US$600 to US$799 in the Chinese mobile phone market has jumped sharply from 6% to 13%. In the third quarter of 2022, the domestic folding screen market shipments exceeded 1 million units for the first time, an increase of about 246% year-on-year, setting the largest single-quarter shipment in history. Vivo has won 11.9% of the folding screen mobile phone market with its X Fold folding screen mobile phone, ranking third.
More notable is the vivoX series, which maintains a continuous lead in the high-end market of US$400-600 in the second and third quarters of 2022. International Data Corporation (IDC) also released its third quarter 2022 China mobile phone market shipments report, pointing out that the vivo X series continues its outstanding performance in the last quarter and remains ahead in the mid-to-high-end market of US$400-600. As a high-end flagship series that vivo has been polished for ten years, the X series has also become a classic flagship that is rushing in both directions for domestic mobile phone innovation and the market.
Against this background, vivo significantly led other brands in the third quarter of the shipment volume of China's smartphone market, and was able to maintain 20% of the market share while shipments fell by 23% year-on-year, leading the second place by 3 percentage points. Since 2019, vivo has won the championship in domestic smartphone shipments many times. After multiple rounds of market reshuffle and comprehensive competition, vivo's leading position in the new pattern has been continuously confirmed, and vivo's high-end breakthrough path has also been recognized by all parties in the market.
leads rather than following
vivo takes its own path of innovation breakthrough
0 The high-end domestic mobile phones are not easy. In a dominant high-end market, as the upstream core supply chain has an increasingly greater impact on the entire mobile phone industry, it is becoming increasingly difficult to break through Apple's moat.
At present, major domestic manufacturers attach great importance to their high-end products and spend a lot of money to create their own characteristics in order to take their own high-end route.
vivo's high-end route does not talk about too much cross-device interconnection, and does not expand its product line on a large scale. In addition to ensuring a smooth link experience, it does not follow hot topics to hype the Internet of Everything, but focuses on creating great products for users, and always focuses on polishing the phone itself.
vivo founder, president and CEO of vivo Shen Wei once said, "Users will always remember the person who creates first, but they cannot remember the person who follows you." vivo often says that great products first bring users a better experience. The improvement of user experience can bring meaningful changes to users, which is the most important thing to pay attention to.
Under Shen Wei's leadership, vivo adheres to the "not following" attitude and always takes the ultimate user experience and great products as its own route.
Shen Wei himself asked the company's employees to "vigorously practice the X spirit of 'dare to pursue the ultimate and continue to create surprises' in 2012, use a more picky design vision and ultimate design pursuit to innovate and create, and strive to achieve more industry firsts." What is more valuable is that in today's era of micro-innovation , in order to create "great products", vivo is still very focused and persistent in innovation.
After long-term user research, vivo found that important factors affecting the experience of a mobile phone mainly include four aspects: image, design, performance, and system. Therefore, since early on, vivo proposed the strategy of four tracks, taking the four directions of image, design, performance, and system as the core track, and making efforts to deepen each track, and using continuous and unlimited investment to continuously open up and integrate in depth, constantly breaking through to create an ultimate experience and no shortcut products.
For example, in the imaging track, vivo has reached a long-term and in-depth cooperation with Zeiss on the one hand to create a joint imaging laboratory together. On the other hand, it has joined hands with chip manufacturers such as MediaTek to jointly create professional imaging chips, integrating its own needs insights accumulated in long-term user services with the professional and technical capabilities of partners, empowering each other, constantly breaking through user pain points, and improving product experience.
After long-term precipitation, vivo has accumulated unique advantages in design, performance, system and other tracks. For example, vivo and Zeiss worked together to define products based on the demand side, and use design drivers to define products and deeply coordinate and polish products, making each film layer of the mobile phone to 0.4 nanometers, subverting the coating technology of the mobile phone industry and achieving another breakthrough in optical technology and computing photography.
For example, vivo's self-developed chip V1+ can not only reduce the burden and increase efficiency for image processing, but also provide users with smoother, clearer and more professional images, but also greatly improves system performance, with eye-catching performance in energy saving, heat dissipation, acceleration, etc., creating a new era of hardware-level algorithms.
is precisely these innovative breakthroughs around the product itself, constantly creating differentiated brand advantages for vivo, and constantly stimulating consumers' desire to buy phones and the motivation to change phones. In this process, high-end market consumers have gradually understood, contacted, tried, and accepted vivo more and more. It is vivo's strong product strength that has made its position in the high-end market today.
Long-term accumulation of innovation
The pinnacle of products
0 The performance of vivo flagship X80 series on the market is the embodiment of vivo's breakthrough innovation accumulation.
is a benchmark mobile image unveiled in the first half of 2022. The X80 series is equipped with V1+ self-developed chips. Through multi-core collaboration, hardware-level computing photography, performance experience breaking through bottlenecks, and the ultra-high flagship cost-effectiveness of the entire series, it brings users an innovative technology experience far beyond the past. In more than half a year since its launch, vivo X80 has successfully put the X series on the top sales list in the high-end market, and has allowed the series to dominate the list for two quarters.
Recently, Qu Review announced the "Mainstream 5G flagship phone value preservation ranking" (more than half a year on the market), and the two vivo models rank in the top three on the list. Among them, X80 Pro ranks second with a retention rate of 61.61%, and X80 ranks third with a retention rate of 61.29%. As a popular best-selling model, during the Double Eleven promotion, the discount range of vivo X80 series was only 30 yuan, but it still maintained its sales lead, which shows its popularity.
Some people are curious about how its next generation will make breakthroughs based on such a "all-round flagship phone"?
On October 24, vivo held a strategic communication meeting on imaging. vivo also revealed its latest imaging strategy at the conference.In terms of hardware, vivo will equip the next generation of products with a larger area of CMOS, a brand new 50mm portrait lens, and explore more possibilities for portrait focal length, etc.; in terms of technology, it will first launch the self-developed VCS bionic spectral technology, etc.; in terms of imaging, vivo vice president Yu Meng proposed the "three comparisons" imaging strategic goal, namely, comparing professional imaging equipment, comparing professional photography team, comparing professional post-stage capabilities, to create a comprehensive imaging experience solution for users from hardware to software and even chips. At the same time, vivo will continue to take joint innovation and independent innovation as the two fulcrums, and through Zeiss Image Cooperation and self-developed chip strategy, it will help vivo continue to lead in the long imaging track.
This press conference did not mention vivo's next-generation flagship X90 series, but it seemed that every sentence was talking about X90.
According to these strategies, X90 is likely to carry out the "universal" spirit of the X80 series' professional technology to the end, continue to raise the cup on the basis of the "big master", and put Yu Meng's promise to "really give the right to create to every ordinary person" into practice.
As people's curiosity about X90 becomes increasingly intense, various revelations about X90 in the market have become more and more exciting.
According to previous reports, the new vivo X90 series will be expected to provide three versions: X90, X90 Pro and X90 Pro+. X90 Pro+ will use a 1-inch large sole Sony IMX989 large sole. In addition, the configuration of the X90 series also revealed a dual-focus portrait lens including 50mm portrait lens, a new generation of self-developed imaging chip V2 with AI-ISP architecture, and a full-process Dolby Vision that was previously only available in iPhone 6, etc. Judging from this information, the new generation of vivo X90 series will undoubtedly ignite the high-end mobile phone market.
According to a digital blogger, a new vivo phone with the model V2238A recently passed the national quality certification. Judging from the 3C certification information, it is basically consistent with the previous news about the exposure of the X90 series.
Consumers' expectations for X90 have been completely full.
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