In 2022, the entire smartphone market seems to be far more terrifying than expected.
According to industry insiders, the inventory of domestic mobile phones may reach hundreds of millions in the first half of the year, and the source and estimate of this data are not groundless. Previously, relevant data reports disclosed by the Ministry of Industry and Information Technology showed that in the first half of this year, China produced about 570 million mobile phones, but only 136 million mobile phones were sold in the domestic market, which means that the backlog of mobile phones in the domestic market in half a year has reached 440 million.
excludes some iPhone produced and sold abroad by domestic OEM. It is estimated that it is also very unoptimistic: hundreds of millions of units are in stock in half a year, can domestic mobile phones still withstand it?
In addition, mobile phone market reports at different times released by major research institutions all show the same results. As of the third quarter of this year, the global mobile phone market generally showed a downward trend in sales and share. In addition to , Samsung and , Apple , continue to maintain growth, almost all domestic mobile phone manufacturers have felt the cold winter of the market, and the combined effect of various factors such as weak demand, slowdown in growth, industry inversion, and intensified competition.
Obviously, for domestic mobile phone manufacturers, it is urgent to clear inventory as soon as possible, reduce the funds caused by mobile phone backlog and operating costs . If inventory cannot be reduced, it will obviously lead to tight capital chain and more unoptimistic results, which will inevitably be unsupported.
In addition, due to the rapid update and iteration of digital electronic products, if the backlog of old models cannot be cleaned up as soon as possible, once new chips such as Qualcomm Snapdragon 8 Gen2 and MediaTek Dimensity 9200 are released, a large number of new models equipped with new technologies and new chips are launched one after another, and old models with more inventory will be even more difficult to sell.
So the question is, in the sluggish environment of global economic , how can domestic mobile phones boost sales and reduce inventory in the short term? The answer is obvious, price reduction promotions are always the simplest, rough and effective way to drive sales growth.
Recently, perhaps because of feeling the cold winter and inventory pressure in the market, major mobile phone manufacturers took the opportunity to launch various promotional activities during the pre-sale period of Double Eleven. From first-tier manufacturers such as Huawei , Xiaomi , Honor , OPPO, vivo, etc., as well as niche brands with smaller market sizes such as Lenovo , Meizu , ZTE , without exception, they have launched price reduction promotions for many of their respective models, with significant price reductions of hundreds or thousands of yuan. New models, old flagships, and mainstream models of almost different prices have all given unprecedented discounts.
This shows that mobile phone manufacturers have put huge pressure on domestic mobile phone manufacturers to reduce inventory as soon as possible, as well as factors such as inventory backlog and market inversion.
On the other hand, the weak market demand caused by the economic downturn caused by the epidemic and the decline in consumer purchasing power have caused factors such as weakening market demand, which is a major problem facing domestic mobile phone manufacturers at present. Compared with high-end flagship mobile phones that cost 5,000 or 6,000 yuan, people prefer to purchase daily necessities first. The demand for mobile phones is the principle of "continue to use it if you can" and "try not to change it if you can". Therefore, although mobile phone manufacturers have taken various measures and aggressive price reduction promotional measures to boost sales and stimulate consumers to purchase new phones, the results still do not seem to be optimistic.
Overall, the smartphone market is no longer early in the past. Domestic mobile phones have always relied on hardware stacking, price wars and aircraft sea tactics to easily win the market. At this stage, the comprehensive negative factors greatly limit that it is difficult for domestic mobile phones to achieve sales growth in the short term. After all, this is the general environment, and it is not easy for domestic mobile phones to break through.
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