In September, the weather in the south was hot and humid, and the mobile phone market was two hot days: the representatives of Beijing brand Xiaomi and Lenovo suffered setbacks, and they entered the autumn in advance; the Shenzhen brand’s representative Huawei and OPPO were like the southern weather: no winter.
Today, the wrestling between Huawei and OPPO and vivo has gradually escalated, competing for the domestic mid- to high-end market share.
On September 1, Huawei will release the light flagship “Nova†at the IFA show in Germany. According to industry analysis, the new brand is positioned as a female mobile phone, the body may be all-metal material, or metal plus glass material, and the information revealed by the poster can be seen that the photo will be one of the selling points of the new machine.
"Our light flagship is competing with friends from the 2000 yuan position, but the price is higher than them, and they are involved in the market, which is also our strategy." On the occasion of the semi-annual report in July this year, Yu Chengdong, CEO of Huawei's terminal business, has already released the voice.
Obviously, outside of high-end business machines, Huawei is trying out fashion brands similar to OPPO, vivo, and price and configuration.
Make up the mid-range price
In the Suning Tesco shopping mall in Haizhu District of Guangzhou, a salesperson sent a message to the reporter. “The best counter in the store in the previous year was Samsung’s product. Last year, it was replaced by Huawei. This year it became OPPO, vivo, and the mobile phone market changed. It’s too fast.â€
Since 2015, Huawei has risen strongly. In 2016, the old OPPO and vivo have sprung up. According to the latest data released by IDC, Huawei's market share in the second quarter was 17.2%, ranking first in the country, followed by OPPO and vivo with 16.2% and 13.2% respectively.
In the domestic market, Yu Chengdong's plan is to have a market share of more than 30% in the future. The positioning of 2000-3000 yuan Nova is also the audience space of OPPO and vivo.
Huawei's mobile phone breakthroughs in the middle and high-end are obvious to all. According to data from GFK and other research institutions, the global market share of Huawei's mobile phones in the first quarter of this year is 500.600 US dollars (about 3672.25-4406.70 yuan), accounting for 25.7% of the global market share. 15%; at 300-400 US dollars (about 2003.16-2670.88 yuan) accounted for 16.3%.
However, China's mobile phone market is still mainly in the low-end market. "Our market share is expected to exceed 30%, 40%. Only high-end products are not enough, because the entire high-end market share is less than 30%, so we need a Combination. The middle and low end will make a supplement, and the two brands will complement each other.†Yu Chengdong explained in an interview with the reporter.
Jindi, research manager of IDC China, told the 21st Century Business Herald that "at the price of 3000-4000 yuan, Huawei has a big advantage in the domestic market. The price of 2000-3000 yuan, OPPO, Huawei, and vivo are equally divided."
In order to make up the price of 2000 yuan, Nova is targeting female users. Whether it is Huawei or glory, the latest products are mainly for appearance and camera functions. The spokesperson team also joined Wu Yifan and other new generation idols. Outside Nova, the pricing of Glory 8 and Maimang 5 is also around 2,000 yuan.
According to the old secretary of the China Mobile Alliance, "Huawei brand mobile phones are objectively viewed from the perspective of color, design, etc., but this year obviously wants to attract women and fashion consumers. Every mobile phone manufacturer has a different culture. It is also an attempt for Huawei. The design appearance has been achieved, and whether it can keep up with the experience of the mobile phone is related to the inherent tradition and accumulation."
In addition to the product itself, it also needs to see all-round marketing such as advertising, channels, and spokespersons. How to effectively reach this potential message is also a new round of challenges.
Against the "blue-green" rival
In the face of OPPO and vivo with strong offline resources, Huawei's most necessary homework is the offline channel. The strong growth of the third- and fourth-tier cities this year has brought more increments to OPPO and vivo. However, in small towns, Huawei has no advantage.
"But for now, the market space of Nova brand and OPPO, vivo direct PK is not that big." Daddy said, "Because of the offline channels, OPPO has a lot of layout in the third to sixth tier cities, as well as towns and towns. Huawei has more in first- and second-tier cities. In short, although the product types are similar, the two are still in different battlefields.
Of course, in order to expand its share, Huawei has already implemented the “Thousand County Plan†to sink the channel. However, the speed of a county and a point is still far from the OPPO's 200,000 offline stores. OPPO, vivo's husband and wife stores go deep into the counties and cities.
Specifically, OPPO adopts the mode of provincial agent to connect dealers, and most provinces set up an exclusive agent, and there will be multiple general agents in key provinces. Then the provincial agent convene the dealers locally to carry out systematic management. OPPO is also very cautious in the choice of provincial generation.
Jin Di told reporters that when Huawei explored the market of the 4th and 5th lines, it mainly cooperated with agents of third-party professional channels. In the first and second tier cities, it is more to open the experience store and do the ecology, which is similar to apple. Offline channels are not a one-time process and will experience phased difficulties.
In the mobile phone store chain in Haizhu District, the 21st Century Business Herald reporter saw the sales representatives sent by Huawei to assist sales in the store. The reporter learned that one of the chain stores named Longyue Communication, whose rent on the storefront was paid by Huawei. And online in a shopping mall, the capital investment is huge, in addition to the rent, may also need entry fees, transfer fees and other fees. Although it is difficult to sink the channel, it is not easy for OPPO and vivo to enter the first and second tier cities.
Although Huawei's channel has not yet been rolled out, in Jindi's view, the new flagship attempt will have the opportunity to grab the share of OPPO and vivo in the second half of the year. On the one hand, the change in appearance of performance may attract female users. The increase in festivals and promotions in the second half of the year will also increase demand; on the other hand, the replacement cycle of consumer Android phones has been shortened to 1.5 years, and there is still room for the replacement market. But as a new attempt, market data validation is still needed.
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