The spring breeze warms up, everything recovers, everything is full of vitality. However, the smart phone industry that has been in the market for so long has probably not ushered in spring.
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According to data released by the Research Institute of the Ministry of Industry and Information Technology, in February 2015, the total shipment volume of the national mobile phone market was 24.526 million units, an increase of 14.4% year-on-year. Among them, 2G mobile phone shipments were 2.505 million units, up 33.1% year-on-year; 3G mobile phone shipments were 1.813 million units, down 89.9% year-on-year; 4G mobile phone shipments were 20.20 million units, up 1167.5% year-on-year. According to this, someone cheered, the spring of the smartphone came?
However, when many people are excited about the surge in smartphone sales in February, they may have forgotten that the 2014 Spring Festival is on January 31, and the 2015 Spring Festival is on February 19. It is said that the Spring River plumbing duck prophet, perhaps a few simple indicators will see the rise and fall of an industry.
Annual shipments have fallen sharply, both domestic and foreign markets
According to media reports, data released by China Information and Communication Research Institute under the Ministry of Industry and Information Technology showed that in 2014, the cumulative shipments of the national mobile phone market were 452 million units, down 21.9% year-on-year. According to the results of the 2014 Japanese domestic mobile phone shipments released by the Japanese research company MM Research on February 3, 2015. According to the survey, total shipments of mobile phones decreased by 2.5% from 2013 to 38.28 million. According to Baidu's "Mobile Internet Development Trend Report 2015 New Year Edition", the average growth rate of domestic smartphones in 2014 was only 6%, and this figure was 36% and 14% in 2012 and 2013 respectively.
Smartphones have been on the market for seven or eight years, and even in China, they have become very popular. In the past two years, the growth of the mobile phone market has mainly come from new ones, and the functional innovation of smart phones has reached a critical point. According to the statistics of China Institute of Information and Communication Research, the proportion of domestic 4G mobile phone shipments in 2014 has reached 37.8% of the total shipments of the national mobile phone market; the sales data of Sino Retail also shows that the penetration rate of 4G mobile phones in the domestic market increased month by month in 2014. In October, it broke 45%, broke through 50% in November, and broke 60% in December, reaching 64%.
Look at the current smartphone manufacturers, only last year can only fight to configure, and in 2015, mobile phone manufacturers can not even change their minds.
Celebrity mobile phones are more and more, the tendency of the cottage is more and more obvious
However, even if it is selling feelings, the days of these mobile phone manufacturers will not be too good. The hammer mobile phone encountered Waterloo, and recently it was reported that it was necessary to produce a low-priced small hammer mobile phone, and the sentiment was given to the real benefit.
According to the "2014 China Good Mobile Phone Annual Report" released by the Institute of Industry and Information Technology, there are only two active international brands in the domestic mobile phone market, while the local mobile phone brand has further consolidated its share, and the market share has been stabilized. More than 70% and close to 80%. Therefore, domestic mobile phone businesses are concentrated in low prices, relying on price wars to grab market space.
At the same time, there are many celebrities who have taken a fancy to the mobile phone. In the past two years, the production of smart phones has become more and more modular, and many companies that have come across the line have begun to enter the mobile phone market. Even the crazy English person has to sell mobile phones. At the same time, companies in the mobile phone industry are jumping out of the siege, even Apple is selling watches, and some have started finance. However, the days of these start-up mobile phone manufacturers are not good.
The trend of centralized mobile phone brand in the 4G era is obvious
In the 4G era, the mobile phone market will gradually return to the state of the 2G era, which is a market where super brands and cottages are mixed. In this market, the strong will be bigger and bigger, and the weak will be eliminated from the market, and the rest will be the big brands and some of the cottages.
Although the Ministry of Industry and Information Technology issued a license for LTE FDD not long ago, it gave the mobile phone manufacturers a shot in the arm, but even so, it could not change the mainstream of the Netcom mobile phone. In the 3G era, there are three operators of three types of operators. Many users need to purchase different mobile phones. Moreover, operators also provide a large amount of subsidies for the development of users to lower the threshold for customers. In 4G operations, the entire market rules have already occurred. To completely change, the pressure on small and medium-sized manufacturers will be very large.
According to the latest “2014-2015 China Domestic Mobile Phone Market Research Annual Report†released by the Internet Consumer Research Center, the number of domestic smartphone manufacturers participating in the market competition is currently decreasing sharply. At the beginning of 2014, there were more than 80, which have been reduced by the end of 2014. To 59 homes.
If there is no sudden policy change or technological revolution, the smart phone market in 2015 will definitely suffer from the cold current impact, and the trend of industry concentration will become more obvious. Of course, this is also a good opportunity for industrial upgrading, and it is also the manufacturing of Chinese mobile phone companies. The opportunity to transform into R&D and innovation.
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