The release of Honor 8X once again subverted the thousand yuan phone market
The release of Honor 8X once again subverted the thousand yuan machine market.
On the evening of September 5th, Honor officially released two models, Honor 8X and Honor 8X MAX, among which Honor 8X is equipped with Kirin 710, supports GPU Turbo black technology, and the screen ratio is as high as 91%; 4GB LPDDR4X memory + 64GB storage space combination, independent 3 card slot design, support up to 400GB expansion; battery capacity 3750mAh, claiming to be as stable as flagship in all aspects.
It is worth mentioning that in addition to the super large screen and super high screen-to-body ratio, the Honor 8X has more obvious advantages in taking pictures. The rear 2000W+200W dual camera supports AI photography, which can realize automatic recognition of up to 500 scenes in 22 shooting types, and perform targeted rendering optimization processing.
The front camera is 1600 W, with F2.0 aperture fixed focal length lens, provides AI Selfie technology, can perform scene recognition, and supports backlight shooting.
According to the first mobile phone industry research institute, the front camera of the Honor 8X uses Hynix chip, and the rear is Samsung and Gekewei; and the front and rear modules of the AI ​​camera are provided by Helitai (002217.SZ).
What is even more surprising is that the Honor 8X has such a "flagship" configuration, but the starting price is only 1399 yuan, which can be called the "subversion price" of the thousand yuan machine market.
Fighting in the Thousand Yuan Machine Market
According to the latest "Analysis Report on China's Best-selling Mobile Phone Market in July 2018" released by the First Mobile Phone Industry Research Institute, the total sales of mobile phones in the offline mobile phone market in China in July was 30.19 million units, a year-on-year decrease of 12.5%. However, the market share of mobile phones in the price range of RMB 1,000 to RMB 1999 is as high as 41.3%, which is a continuous increase of 3.1% compared with 38.2% in June.
This year, the domestic mobile phone market has become more saturated, and mobile phones have also shifted from the incremental market to the stock market. On the one hand, small and medium-sized brands have become increasingly unsustainable, while the market share of the four major brands has become more concentrated.
The flagship machine market needs profit, and the thousand-yuan machine market needs a share. Although for the long-term development of mobile phone brands, the high-end market is more conducive to brand building and globalization strategies, but looking at the present, market share is an effective weapon to ensure survival.
In the mid-end price and thousand-yuan machine market, with Gionee’s collapse, the four major brands’ market strategies have become more radical. The release of Honor 8X will also further set off a new round of price war in the thousand yuan machine market.
"Maybe within a year, there will be no competing products in this price range." Honor President Zhao Ming said frankly in an interview with reporters, but he also pointed out that if the Honor 8X series is to achieve break-even, the shipment volume must be 1,000. More than 10,000 units. "20 million units or more will definitely make money. Judging from the current global situation, the (sales) target of the 8X series is also set at 20 million."
This year, Huawei achieved sales of 100 million units in July, and will launch a sprint to 200 million units this year. What effectively supports this goal is nothing more than the thousand yuan machine market and the mid-range price market. And this year, Huawei's performance is indeed outstanding.
According to the first mobile phone industry research institute in China, among the top 25 best-selling mobile phones of 1000-1999 yuan in July, Huawei/Honor accounted for 9 models, ranking first in the list.
In the ranking of the TOP14 best-selling mobile phones of 2000-2999 yuan in China in July, Huawei/Honor has 7 models on the list, accounting for 50% of the total.
On the morning of September 6, Suning Mobile's official blog released the "Suning Physical Retail Mobile Phone Industry August Smartphone Report".
According to data provided by 5082 Suning stores across the country, the top three positions in the terminal sales ranking are successively occupied by three domestic brands, Huawei, OPPO, and vivo, and the three-legged pattern has become increasingly stable. The specific ranking situation is as follows:
According to statistics, Huawei's mobile phone sales in August accounted for 28% of the total sales of Suning's main stores, while Honor accounted for 10.4%. Among them, Huawei P20, Honor 10, P20 Pro and other models were on the hot sales list of the month, and nova3 and nova3i took the 6th and 7th positions on the hot sales list, making them the two fastest-selling models that month.
It is worth mentioning that, due to the price adjustment of the P20 series, its sales in August increased significantly, becoming the sales champion of models in the range of 3,000-4,000 yuan.
"If you want to win the market, lower prices and higher configurations are the only weapon in today's homogenized market for mobile phone products." Sun Yanbiao said.
Thousand Yuan machine "blood battle", the supply chain is strong
From the Red Sea into the bloody battle, behind the four major brands vying for the thousand yuan machine market, they are also a severe test of the supply chain system.
In an interview, Wang Yanhui, secretary general of the Mobile Phone Alliance, said that while mobile phone manufacturers have expanded their market share through the thousand-yuan mobile tactic, they have also become closer to upstream supply chain manufacturers. "This kind of supply chain binding relationship will be closer than in the past, and it will also help mobile phone manufacturers fight a protracted battle."
In fact, in the first half of this year, due to the decline in shipments in the Chinese mobile phone market, and the gap in product releases in the first quarter, this also caused many listed companies in the supply chain to hand over an ugly report card in the first half of the year.
Sun Yanbiao said that now the competition of mobile phone brands is no longer a competition between a single product, but a competition in the supply chain. "For the decline in domestic mobile phone shipments in the first half of the year, the decline in the performance of supply chain manufacturers is inevitable. As the second half of the year enters the peak season for new product releases, supply chain manufacturers will also usher in a wave of shipment peaks."
In the second half of the year, when Huawei launches a sprint towards the target of 200 million mobile phones, the supply chain will also benefit.
According to the first mobile phone industry research institute, Huawei’s core supply chain vendors include Goodix, Helitai, Lens, Shenzhen Tianma, Wingtech, etc. This year, the star models of Huawei’s thousand yuan machine market, Huawei Enjoy 6 series and Honor Play 6A series are all completed by mobile ODM leader Wingtech; the best-selling model Huawei nove3e's Liu Haiping is provided by Shenzhen Tianma; and Huawei's NOTE10 The FPC of the camera and fingerprint recognition module, the star machine Huawei P20 in the mid-to-high-end market, also comes from Helitai, a supplier of mobile phone core components.
As the centralization of the four major brands becomes more apparent, the future competition will mainly revolve around the four major brands, and the thousand yuan machine market will become the main battlefield. This puts forward new requirements for brand manufacturers' product positioning, cost control, and supply chain control.
"And the release of Honor 8X also shows that only by using the mentality of being a flagship machine to do a thousand yuan machine, can we do a good job in the thousand yuan machine market." Sun Yanbiao pointed out that whether it is the Honor 8X series or the previous generations of Honor thousand yuan machine products, Honor every The first generation of thousand-yuan flagships has no rivals in the thousand-yuan gear. The reason is that Honor always requires itself with ultra-high standards, and continues to surpass itself, so that the product can always exceed expectations and meet the expectations of users.
The new round of competition in the thousand yuan machine market may have just begun.
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