Accelerate the matrix deployment of overseas channels and high-end products, mobile phone manufacturers start the 2021 war


Before the Spring Festival, mobile phone manufacturers and baseband chip suppliers are actively releasing new products, trying to seize the market opportunities during the Spring Festival.
At the same time, the third-party organization’s statistics on mobile phone manufacturers in 2020 are coming out one after another. According to different statistical caliber, with the help of iPhone 12 products and the previous backlog of IOS system replacement demand for many years, Apple has ushered in a very considerable harvest period in Q4, and Huawei has fallen out of the global top 5 camp for the first time in the past six years due to the impact of external environment shocks.
Before the new industry structure has not been stable, mobile phone manufacturers quickly began to adjust the deployment.
A typical feature is that after the previous combination of medium cup and large cup, the “Super Cup” of PRO + has gradually become a necessary new member of the next mobile phone configuration.
Through the configuration of different baseband chip combinations, in the high-end mobile phone market, the manufacturers who used to have only high-end flagship series can make the “plus” version of the mid end flagship add a product system to further join the high-end market. This is also a relatively weak link in the past development of other manufacturers besides Huawei.
In addition to the increase of high-end series, more importantly, facing the overseas market, mobile phone manufacturers will deploy offline channels with a more positive attitude in 2021. With the frequent shortage of products in many overseas markets in 2020, the “make-up” of more overseas market segments, especially the occupation of European brand potential market, has become the key to affect the next global pattern.
The fierce competition of OVM
“PRO +” configuration released separately, suddenly become a “new normal” since the end of 2020.
Recently, vivo released X60 PRO + just after it released X60 and X60 pro. Unlike Samsung’s baseband chip, Super Cup released Gaotong Xiaolong 888 baseband chip, which is currently a hot market. It is also the first new machine in the industry to carry 5nm process chips.
Seizing the experience landing around video is still a big “match point”. The new machine released by vivo also adopts the joint imaging system cooperated with Zeiss, and adds “video professional mode”. It is said that in this mode, the user can freely adjust the shooting parameters such as shutter, sensitivity, white balance, and accurately switch the focus of the picture by using peak focusing, which can only be adjusted in the “taking pictures” mode in the past.
The price of the two memory versions of “Super Cup” is close to 5000-6000 yuan, which is undoubtedly going to the “high-end” market. Before that, vivo focused on the high-end market only with the nex series, known as the “flagship of the future”.
“Seeking a breakthrough in the high-end market” has gradually become the development direction of mobile phone manufacturers at the end of 2020. On the one hand, in the global high-end mobile phone market, the status of Samsung and apple is difficult to be shaken, and domestic brands have development defects in this field all the year round. On the other hand, Huawei has enough advantages in the domestic high-end market, but with the interference of external environment, the short-term development of Huawei is difficult Huawei’s products will be missing, which may become a phased window for other brands to seize the high-end market.
Jia Mo, an analyst at canalys, told the 21st Century Business Herald that Huawei’s share in the overseas market is not high compared with that of Samsung and apple. Therefore, even under the background of Huawei losing part of its share in the short term, there is no case that Samsung and Apple will seize Huawei’s high-end market.
On the contrary, in China, Samsung is not Huawei’s rival. In the short term, there will be an opportunity for brands such as Xiaomi, oppo, vivo and even Yijia to compete for high-end products.
“If we look back to 2020, we don’t think Samsung has a strong strategic adjustment in the world. Whether it is products or channels, its performance is not as radical as Xiaomi and other manufacturers. But basically, it can be considered that manufacturers who perform more actively in terms of product performance and channel transfer profits in the short term may lead to certain changes in their market share performance. ” Jia Mo continued.
Indeed, manufacturers have been further adjusting their channel strategies and making up for the deficiencies.
(IDC statistics Q4 global mobile phone brand performance in 2020)
Recently, it has been reported that Xiaomi is increasing the adjustment of offline channels. According to the source, Xiaomi group has issued an open letter to its franchise store partners, saying that the next step is to upgrade and standardize the offline channel system. The franchise store model will gradually withdraw from the existing channel system after the expiration of the contract, and upgrade the franchise store to a franchise store or an authorized store through upgrading the site and image.
On January 8, Lu Weibing, vice president of Xiaomi group and President of China, also said on social media, “in the next year, it’s my commitment to make every county have a Xiaomi home. On January 9, Xiaomi home will “open thousands of stores together” and will continue to cultivate the offline market in the future. ”
Looking back on history, Xiaomi’s development strategies are all focused on online channels, and the newly established realme has a similar performance.
In a recent open letter, realme founder and CEO Li Bingzhong mentioned that in 2021, realme plans to open the world’s first flagship store, launch the “100 stores open together” plan in India and Southeast Asia, and the global “1000 stores plan”, and add aiot categories and usage scenarios to offline channels, so as to reach consumers in a omni-directional, Omni scene mode.
“2021, for realme, must be a year to come. We are ambitious to be the subverters of mobile phone + aiot. ” Li Bingzhong pointed out that in 2021, realme will have the opportunity to become the top 3 or even top 1 mobile phone brand in some global markets, and may also become a leading brand in the aiot field.
This further shows that even the brands that started “lightweight” have begun to complement the “offline” system in the global scope for the increasingly competitive market, and the anxious competition situation has spread all over the world.
Overseas potential market

In the context of novel coronavirus pneumonia, the expansion of overseas markets is not difficult, but it is also inevitable. Compared with the manufacturers who have been developing for many years, the more they enter the market, the more likely they are. This can be seen from the global rankings published so far.
According to the statistics of a number of third-party organizations, both apple and Xiaomi, which were earlier globalized, showed a high growth in 2020 and Q4. This is undoubtedly a heavy pressure on other manufacturers.
Jia Mo listed a set of canalys statistics to the reporter. “Compared with the same period in 2019, Xiaomi’s increase in Europe in the first and third quarters of 2020 is roughly the same as Huawei’s loss of shipment in the same period due to the” entity list “and last year’s” 817 incident “, or even slightly higher.” He pointed out that in terms of data, in q1-3 of 2020, compared with the same period in 2019, Xiaomi increased by 9.9miilon (million units), while Huawei fell by 9.6million.
The pace of the other two major domestic manufacturers is relatively late. Oppo launched its high-end flagship find X Series in 2018 as the starting point for the European market; vivo originally planned to be in MWC in 2020, but it was delayed due to the impact of the epidemic.
According to the official introduction, vivo held an online press conference in October 2020 and officially announced its entry into six European countries, namely Poland, Germany, France, Spain, Italy and the United Kingdom, which is known as an important milestone in its globalization process.
In the short term, this may affect the next expansion plans of different manufacturers, but in the future, with the collective participation of manufacturers, variables may appear.
(according to counterpoint, the performance of global mobile phone brands in 2020 compared with that in 2019)
According to canalys, as of Q3 in 2020, the top 5 of the European smartphone market are Samsung 34%, apple 19%, Xiaomi 19%, Huawei 14% and oppo3%. Although oppo accounts for a small proportion, it has broken through the top 5 pattern.
Jia Mo gave an example to the 21st century business reporter, because in the offline channel, consumers can contact and recognize more new brands through the way of sales promotion by promoters. However, at present, there are still severe blockades in Germany, the United Kingdom and France, and offline shopping has not been opened, which may lead to some difficulties for later entry manufacturers. “At this time, manufacturers with advertising investment will be more profitable.”
To go to Europe actively is because from the perspective of brand development, to gain a firm foothold in the recognized “high potential energy” market in Europe can further feed back the brand voice in other global markets. This is also one of the reasons why oppo founder Chen Mingyong stressed in his previous open letter that the company’s market in Europe and Japan grew exponentially last year.
In particular, since 2020, manufacturers have shown obvious progress in “filling” the gaps in other overseas markets, such as the Middle East, South America and Africa markets, which seem to have low global consumption power.
“The Middle East is the world’s smallest market, accounting for about 4% – 5% of global shipments, and its smartphone shipments are even smaller than those in Africa.” But the strategic importance of the Middle East lies in its proximity to China and its ability to radiate to Africa. It is an important transit place for logistics. At the same time, UAE and Saudi Arabia, located in the Middle East, started quickly in the 5g market and occupied a large high-end share. Huawei had won a large number of shipments in these markets before.
Africa, which started even later than India, is also the market where Huawei deployed earlier. According to canalys, as of Q3 in 2020, the top 5 of Africa’s smart machine market are respectively: transonic 39%, Samsung 21%, Xiaomi 11%, oppo9% and Huawei 8%.
“The channel cooperation negotiation will not have immediate effect. For example, some manufacturers who have negotiated and run in channels for many years may help them to further increase their volume. In 2020, it basically shows that Whoever enters the market earlier and has a relatively positive strategy will have a higher share. ” Jia Mo summed up to reporters that 2020 is a prospect of great changes in China, and 2021 may be a big structural change.
Similarly, global market variables have emerged. According to counterpoint analysts, oppo ranked fourth in the world in Q4 in 2020, driven by its strategy of actively expanding overseas markets, especially in Europe, the Middle East and Africa; vivo also surpassed Huawei in the quarter, and achieved a 6% year-on-year growth in the quarter driven by the strong growth momentum of overseas markets (such as the Middle East, Africa and Southeast Asia).
(author: Luo Yiqi, editor: Zhang Weixian)