The Mobile Phone Industry Under The Influence Of The Global Epidemic: Apple Rises And Touchdown, The Old Touchstone Breaks The Touchstone.

Luo Yonghao, who put down his cell phone, has become a hot cake for mobile phone manufacturers after announcing the entry into the live broadcast business.

April 16th is the third live broadcast of Luo Yonghao's merchandise. This time, an old friend came to the studio, one plus mobile phone CEO Liu Zuohu. After the official propaganda cooperation, Liu Zuohu and Luo Yonghao formed "tiger" CP frequently in social media interaction, which became the time node mobile phone manufacturers to explore the "broken circle" beyond the scenery.

The recent freeze on overseas battlefields has made the country a place of frequent fighting. Mobile phone manufacturers have racked their brains to start a battle against the city from product line, channel and marketing level. For example, apple on the 15 day again on the shelves 3000+ yuan 4G mobile phones, the glory of the day launched by netizens summed up as "medium cup, large cup, super large cup" combination of new machine matrix, a full swing.

However, what can not be ignored is that at present, there is no obvious "retaliatory" growth in terms of industry chain demand or terminal market demand level, and the overseas companies have planned to launch their overseas efforts, resulting in a significant reduction in the demand for cooperation between local operators. The recovery of the mobile phone industry will still take some time.

"All brands face similar difficulties in the face of the epidemic." In a recent interview with reporters such as the twenty-first Century economic report, Liu Zuohu said that on the whole, it will have an impact on the marketing rhythm and strategy of one plus. "For example, in India, we will speed up customs clearance, maintain freight and speed up response; in North America, we will consider putting marketing back in place, and when offline stores are open. In addition, the epidemic has a positive effect on online channels. After the outbreak, the online channel will first recover. "

Apple's new iPhone SE launched a huge wave. Gan Jun photo

Overseas line is blocked

Apple's new iPhone SE launched a huge wave. Some people think that "a new generation of industry killers has appeared". Some people commented that "this may be Apple's hottest product this year".

Conversely, this is also a microcosm of mobile phone manufacturers' iteration on different products. In the face of a group of all in 5G's domestic manufacturers, Apple has yet to win the market's recognition of the SE strategy, which has not yet been approved by the 5G products. It has complemented the previous group of iPhone 11, which is not covered by the iPhone series. In fact, it is a similar logic for the domestic manufacturers to determine the combination of multiple sub series after the product line is combed.

What's more, in the current global market, China is the first to recover its purchasing power. The price of 5G mobile phones has been generally high on the market. The positioning of the SE series will indeed poke a price sensitive part of users who are not very demanding on mobile phones.

In the world's second largest smartphone market, India will continue its measures to seal the country until the beginning of May, and European countries are basically in a similar state. The market needs some continuous freshness to activate.

Canalys analyst Jia Mo told reporters, "the top six markets in the European region, France, Spain, Russia and other countries have adopted different measures of blockade, including five of the countries contributing to the regional shipments. This led to the fact that the local channel was basically locked up, and retailers could not open the door, and could only buy mobile phones through online channels.

Even if the Internet is booming, the channel makers are beginning to be cautious about new products. An insider told the twenty-first Century business report that the epidemic has affected European operators' strategies. "I have been exposed to some Top operators in Europe. During that time, I decided not to negotiate any purchases, strictly controlling inventory." The personage expresses, if encounter the mobile phone stock of a brand of mobile phone operator is abnormally tall, still will sell the product of the brand alone with very low discount.

Jia Mo pointed out that some of the newly released products of the brand had already talked about the channel of European operators, but they also encountered the requirement of being prevented from buying in the short run.

This will also bring some obstacles to manufacturers who plan to enter some overseas markets this year. After all, it has been almost 2 months since the abolition of MWC on the global stage. "Some of the larger overseas channels will be more conservative in the face of the epidemic, because they are worried about high inventory problems caused by insufficient consumption, and may tend to not introduce new brands for the time being." Jia Mo analyzed.

However, Liu Zuohu responded to the twenty-first Century economic report, and the epidemic did not affect the progress of cooperation between Europe and operators, because cooperation was established.

"We are now talking to North American operators about cooperation, which will affect the certification time, but I never feel that there is any problem in a month. One plus user is 18-24 years old, accounting for more than 40%, and overseas operators also hope to attract a group of high-quality young users through one plus. Liu Zuohu said so.

The current situation does bring certain changes to the pace of global layout of global manufacturers. He further analyzed, "I believe that the proportion of this year's increase in China will be higher than before, but there is still uncertainty." For example, in India, when we want to see when the online channels are open, our judgement will be released in May, which will have relatively less impact on us. But it's just a guess. "

Liu Zuohu believes that the domestic mobile phone market is currently the fastest recovery, and online opportunities are also quite large. Under the influence of the European epidemic, online sales have not been affected, but the sale time will be delayed.

"We asked Amazon, a partner in India, that late logistics had little impact on online sales. But the key is to let go, for example, now India is mainly liberalized people's livelihood necessities. He emphasized that ultimately, market access still depends on product strength.

Domestic war is in full swing.

China has undoubtedly become the main battlefield of new mobile phones. Manufacturers hope to break the inherent circle through various means.

Reporters learned that a previous head brand has worked together with the live broadcast of the red man "Wei Ya" to create a 15 minute cargo with thousands of high price flagship aircraft.

This is why since "Lao Luo" announced that it has entered the "debt repayment" of the live broadcast industry, it has led many manufacturers to interact. After working with a senior official, Luo Yonghao also conducted a 50 minute interview with Liu Zuohu as a leader in the way of "old cellphone".

Liu Zuohu told the twenty-first Century economic news reporter that the direct seeding path is indeed a major trend. It is somewhat similar to the original shopping guide in the business mode. "From the present point of view, Mr. Luo is the best match with us. We can also see the effect of this cooperation. I think the effect should be very good, so there will be deep excavation in this area later.

In fact, whether or not he was in the epidemic period, he added that the problem that had been urgently needed to solve was breaking the cycle. "Dialogue with Lao Luo is through this influence to more users. This is the way of marketing, sales channels, in addition to the original cooperation with Jingdong, we and Tmall, Suning and other platforms have also reached a cooperation.

Other manufacturers in recent marketing activities are also very active, the domestic TV channel is a channel to be eyed. However, according to the twenty-first Century business reporter's understanding, although the domestic market is gradually recovering, there may be no expected "sustained" consumer demand.

The previous industry pointed out to reporters that by observing the weekly data since March, it can be found that a sharp increase in consumption power actually occurred in the early March, but this force did not extend to April, but in late March, it showed a lack of follow-up motivation.

Recently, the industry chain has once again heard the news of "being chopped". Reporter verification found that this is mainly at the beginning of this year, a large number of hoarding components, but the market demand is not yet fully released.

"I have recently been thinking that the industry chain manufacturers have completely resumed their work, but the market demand suddenly stepped on the brakes, so what should we do next? What kind of market is the main product for design and production?" Another industry chain observer said so.

It may still be time to ferment. Liu Zuohu believes that R & D investment is very important in the current global competition. For example, the newly released one plus 8 series also covers low, medium and high frequency bands, including the main millimeter wave in the US. "At present, there are few talents with millimeter wave experience in the world, and the investment demand for R & D is also very large, which brings great risks. TV will also be released in China this year. How to connect mobile phones to TV is a kind of experience that I have been pursuing. He said.