Where is the next stop of the mobile terminal?
China's smart machine market penetration space only 5%
"The terminal change has already begun, where is its future?" On June 28th, as a prelude to the World Mobile Congress, at the GSMA Global Terminal Summit Shanghai Summit, Lexus Mobile President Feng Xing threw such a question to the participants. . Whether it is sales channels, product design concepts, or software services, China's mobile phone market has come to a period of fighting for quality and branding after a period of crazy development.
At the beginning of the summit, Jiestin, the editor-in-chief of mobile world live, a well-known media in the international communications industry, used several sets of data to show the changes in the Chinese mobile terminal market. According to him, the penetration rate of China's smartphone market has reached 95% this year, which means that in the stock, only 5% of China's space in the future can be used. Data for the first quarter of this year also showed that mobile phone shipments in the Chinese market fell by 5%. However, Justin said that the top three manufacturers represented by Huawei mobile phones have achieved a contrarian growth of 46%. In addition, VIVO's market share in India has also increased from 7% to 12%, replacing the United States as the largest foreign mobile phone brand.
Mobile phone terminal homogenization leads to price war
"For future technological evolution and industrial development, the terminal industry will also develop in a diversified and ecological direction." Li Huizhen, vice president of China Mobile, said at the meeting that in the future, wearable devices, smart cars, smart homes, and smart phones will not be used. The smart hardware innovation boom represented by human devices and so on has made people's production and lifestyle become smarter.
He predicted that by 2020, the global connection of the Internet of Everything will reach 50 billion connections, and China's Internet of things will reach 10 billion. Among them, in the 4G terminal market, according to Li Huizhen, the current 4G users have reached 400 million users, the terminal sales have exceeded 500 million, and the terminal models have exceeded 2000 models.
However, as one of the most important terminals, mobile terminals have encountered "innovation" bottlenecks. Feng Xing, president of LeTV Mobile, threw out such an analysis: "The current mobile phone product is iterating too fast. The life cycle of a mobile phone will be one year, now it is up to half a year, and some even only two or three months. But everyone The mobile phones are basically the same, and the homogenization is too serious." In Feng Xing's view, the homogenization is serious, which is an important reason for the price war.
At the same time, sales channels are also facing a change in value return. In the past few years, Chinese mobile phone manufacturers have such a sales concept. Whoever has mastered the online channel will have the right to speak. The online sales model based on Xiaomi is a force that has emerged from online sales channels and has risen rapidly. However, this model is facing serious challenges. According to Feng Xing's data, in the first quarter of this year, online sales channels accounted for 22.6%, operators' sales channels accounted for 29.6, and offline sales channels were 47.8. %. Online channels are declining and the value of offline channels is increasing.
Enterprise technology and ecology
Faced with such a change, mobile phone manufacturers are also looking for changes. At the summit, ZTE, which relied on the operator channel and the Huawei company to focus on technology patents, said that technology is the core competitiveness of the brand, relying on its own technological advantages, not only to be the network builder, but also to do The changer and maker of the rules of the game.
Li Changzhu, vice president of Huawei's mobile phone products, also revealed their R&D investment at the summit. Last year, Huawei's investment in research and development was 9.2 billion yuan, maintaining 10% to 15% of high-pressure R&D investment every year, and these R&D investment is close to three-thirds. One is on the terminal. Some of them are in scene analysis, virtual reality, and so on. "Now virtual reality is a hot spot, but in fact, as early as ten years ago, we began to study the core issues of virtual reality." Li Changzhu mentioned at the summit.
As a representative of Internet mobile phones, LeTV's concept is different from traditional mobile phone manufacturers such as Huawei and ZTE. They insist on making a fuss about “ecologyâ€. "We believe that the purpose of the terminal is to serve the users. Focusing on users and services is the key to a mobile phone product." Feng Xing believes that "hardware is the body of business logic, and ecological services are the soul of business."
In Feng Xing's view, the next vent of the terminal is ecological, but the ecology is far more than the content. Any terminal manufacturer can create its own ecology, and ecology is everywhere. However, what is important is how to build resources into ecology, how to transform ecology into services, and how to turn services into value is the core issue of realizing the ecology.
The data of Li Huizhen at the summit also proves the importance of ecology and service. He said that the rapid development of the smart application market has rapidly changed the communication, life, communication methods and entertainment methods of mobile users. Super APPs like WeChat create an ecosystem of services based on the life of the user. The time spent by users on this app far exceeds the time when users use the computer to access the Internet. (Nanfang Daily reporter Wang Weikai)
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