At present, the mobile phone market has entered a downward stage. This Double Eleven is of great significance to mobile phone manufacturers. With the launch of pre-sales on multiple e-commerce platforms, this year's Double Eleven has entered the midfield stage. For mobile phone manufacturers, it is also a critical period for grabbing the market and increasing sales. Many brands have shown full sincerity and discounts, and the price war between brands is getting stronger and stronger.
Multi-brand price drops directly, 1,000 yuan
"Directly reduces 600 yuan", "Customer coupons can be added", "24 periods of interest-free"... Open the e-commerce platform, and the promotional information of various mobile phone brands is squeezed on the page, making consumers unstable. "I was already optimistic about the model I wanted to buy, and I did my homework and calculated the price. But after I browsed it in the past two days, I found that many mobile phones with the same configuration were cheaper. I am a little confused now." Weiwei told reporters that he vaguely felt that the discount on mobile phones for Double Eleven this year was much greater than before.
Weiwei's feeling is correct. Judging from the promotional strength, this Double Eleven may be said to be the lowest price of mobile phones in recent years. Even before the e-commerce platform started the Double Eleven discount, various mobile phone brands began promotional activities of all sizes.
Take Apple as an example. Even on Double Eleven, the new phones in the official direct store often only reduced the price by about 300 yuan after the coupons and platform discounts were added. This year, Apple has launched shopping coupons on multiple platforms. Depending on the strength of different models and platforms, the coupon denomination ranges from 350 yuan to 601 yuan. If other activities are superimposed, it will even be more discounted. This year, Samsung's price has plummeted. The Galaxy S22 Ultra has dropped by 1,900 yuan, the Galaxy S22+ has dropped by 1,400 yuan, the Galaxy S22 has dropped by 1,600 yuan, and the Galaxy Z Flip3 has dropped by 2,700 yuan.
Domestic mobile phone brands are not to be outdone in this fierce price war. Xiaomi 12S Ultra was released in July this year. During Double Eleven, the platform discount was reduced by 600 yuan, while the Redmi K50 Supreme Edition, which was just released, was also 500 yuan, with a purchase price starting from 2,899 yuan. In addition, many models such as OPPO, vivo, Honor , etc. have also significantly reduced their prices, and the brand promotion efforts are between 200-800 yuan.
Mobile phone manufacturers try to break through the 618 haze
Mobile phone manufacturers’ anxiety comes from the downward mobile phone market environment, the market dividend is in decline, the end of the era of manufacturers’ “live-win”,
this year 618, although mobile phone manufacturers have also shown sincerity and discounts, sales are not impressive. On the eve of 618, Xiaomi claimed that this year's 618 event provided a subsidy of RMB 1 billion; OPPO launched the promotional slogan of "6 new products, 800 million benefits"; vivo not only brought the highest discount of RMB 500, 24 interest-free periods and other benefits. The "China Market 2022 Sales Data Report" released by market research firm Counterpoint shows that in the first week of 618 (May 30-June 5), smartphone sales increased by 32% compared with May 23-May 29. Although it rebounded compared with the lows in April and May, the total sales during the 618 period still fell by about 10% compared with last year.
has entered the second half of the year, and the mobile phone market has not fully recovered. On October 27, market research firm Canalys released a report saying that in the second quarter of 2022, China's mobile phone market shipments were 67.4 million units, and the situation improved slightly in the third quarter, with 70 million units shipped, a year-on-year decrease of 11%. Among them, vivo shipped 14.1 million units, ranking first in the market all the time; OPPO shipped 12.1 million units, rising to second. Due to the insufficient release of new products, Honor fell to the third place in the market, with shipments of 12 million units. In addition, data from market research firm CINNO Research shows that in September, sales of China's smartphone market were about 19.6 million units, a month-on-month decrease of 4% and a year-on-year decrease of 18%.
However, mobile phone manufacturers seem to have seen a little light at present. At 8 pm on October 20, the pre-sale of JD.com Double Eleven was launched. Data shows that during the pre-sale period, the pre-sale of mobile communications category achieved a new growth. During the pre-sale period, the sales volume of folding screen mobile phone category increased by more than 300% year-on-year; the transaction volume of offline retail in mobile phone category increased by more than 8 times year-on-year. In addition, the number of users who use the old-for-new purchase method to purchase new mobile phones increased by more than 300% year-on-year. From this point of view, the mobile phone market may usher in a turning point this year on Double Eleven.
Xiaoxiang Morning News reporter Shen Xiaoyi
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