Reporter Observed 2020, The Mobile Phone Market Pattern Suddenly Changed.

Luo Yiqi / Wen

The sudden spread of the epidemic has disrupted the established planning of the mobile phone market, and global consumption has even had a "downgrade" trend.

This makes many manufacturers who have defined this year to rush to the top end are facing rapid adjustment. The first quarter global shipments data even show signs of fine tuning.

According to statistics from a number of third party organizations, vivo stood at TOP5's position in the world's first quarter of this year, and OPPO became "others".

Even apple, who has not been able to compete in the 5G war, can experience the concept of IOS system through a "high price low" SE 2 series, and "just right" into the increasingly sensitive global market under the background of uncertain economic prospects.

5G suddenly came across the new crown, the black swan, which hit every player.

Under the influence of the epidemic, the global share of "contending" has become increasingly evident. HUAWEI has lost its focus on the European market for objective reasons, and OV has not yet formed a large scale in Europe.

India, the second largest market, faces the risk of shuffling. Sometimes the disappearance of small brands may only be due to a local market policy.

In an exclusive interview, Wang Shuo, director of marketing at realme India, mentioned a detail to reporters. In April, the GST tax rate was raised, which means that the unit price of the product rose by 50-100 yuan. The consumer is extremely sensitive to it. If it can not bear it, it will pressure the demand.

According to the Research Institute, the epidemic will cause the India market to shrink by 10%. Overall, in India, the proportion of millet accounts for more than 30%, vivo is over 20%, Samsung and realme, OPPO are more than 10%, and the remaining others is only 8.5%. Roughly, this may be a great threat to others.

Efforts have been made to support local officials made in India, and wonder whether the tax adjustment may cause a devastating blow to local brands.

On the whole, even if there is no epidemic situation, the trend of mobile phone manufacturers has been converging, but who will be slower and who will be more thorough.

In the early part of the country, there will be distinct Internet brands and offline brands. But the competition is so intense that we finally get to the path of online, channel and product matrix refinement.

Even apple, which has always been regarded as arrogant, can drop into the "common people's home" of 3000 yuan because of the trend of profit making to software ecology.

Samsung, which is a global leader, has also been in the hands of Chinese manufacturers in China and India.

I asked Wang Shuo that under the epidemic, competition in the industry will be squeezed online in the short term, which will create pressure for young brands on key lines.

He laughs at the fact that it was actually there since last year. In 2019, many friendly brands began to intensify their efforts to set up an electronic business series, emphasizing the cost performance as well as the pull of the head brand.

"We see that after the launch of some brands of e-commerce, the companies that have similar positioning in India have eaten up their share. Therefore, we need to strengthen our brand building on the one hand, get rid of the label of "small brands" in others' eyes, consider the exploration of price segments, and intensify marketing efforts on the one hand, emphasizing the sense of technology.

In 2019, Samsung was the super player who embraced the sub brand of electric business more enthusiastically. We can see that the big brother is making great efforts to keep the global potential market in India.

Next, players will face a new challenge to their own system capabilities, including product matrix in time to adapt to market demand, and how to balance the layout in global competition. Otherwise, how can the seemingly vulnerable millet in China get the share of HUAWEI so easily overseas?