Zhongzheng Jun, who is planning to change his mobile phone recently, is in a dilemma:
Apple's iPhone has never before seen a big price cut, January 11,The iPhone 8 and iPhone 8 plus of Jingdong Platform are adjusted downwards by 1,100 yuan and 1,200 yuan respectively than Apple's official website.
The price of iPhone XR and iPhone 8/8P in Tmall Suning's flagship store has also been lowered to 5,549 yuan, 3,899 yuan and 4,788 yuan respectively. At the same time, Tmall mobile phone said thatDuring the New Year Festival, the iPhone XS, iPhone XS MAX and other popular models will be subsidized. The new iPhone will drop 1,500 yuan..
Simultaneously,Suning Tesco's iPhone 8 and iPhone 8 plus are 100 yuan cheaper than Jingdong and Tmall, respectively..
On the evening of January 10, Minister of Industry and Information Technology Miao Wei said in interviews with several major media. In the second half of 2019, 5G terminal products such as 5G mobile phones and 5G iPads that can be used commercially will be put on the market.
The vast majority of consumers want to enjoy the benefits of a wave of brand mobile phone price cuts, or wait for a new 5G mobile phone?
Mobile phone winter, Apple mobile phone e-commerce to open the whole network promotion
As Apple was dragged down by the sluggish sales of iPhones in Greater China, the revenue forecast for the first quarter of FY 2019 (October-December 2018) was lowered. Apple, which has always been priced high, finally launched a price reduction promotion strategy.
On January 2, Apple lowered its revenue forecast for the first time in 20 years. In the fourth quarter of 2018, its revenue forecast was revised down from US$89 billion to US$93 billion to US$84 billion. The highest reduction was about US$9 billion, but Apple’s share price fell sharply the next day. Nearly 10%, the market value evaporated nearly $75 billion.
According to public information, under such circumstances,On the one hand, Apple reduced production, on the one hand, reducing inventory and expanding revenue.. According to the Nikkei News, Apple has notified suppliers thatThe production plan for the new iPhone will be cut by about 10% in the next three months.
In terms of selling price, Apple has unprecedentedly started price reductions in channels and terminals.
First, let the gross profit to the channel dealers, and lower the price of Huaqiang North channel dealers. According to the "Daily Economic News" report, Huaqiang North channel dealers received US price adjustment information on the evening of January 8, iPhone XR, iPhone8, iPhone 8 Plus, iPhone X and iPhone XS and iPhone XS Max appeared. Different levels of price reduction,The iPhone XR and iPhone 8 Plus, which were just released in September 2018, have the largest price cuts, and the channel price has dropped by 450 yuan. The current price is 5,250 yuan and 4,800 yuan..
Then, the entire network e-commerce of Apple's mobile phone, in the name of "New Year's Day", drastically cut prices for some iPhone models.
Starting at 0:00 on January 11, the price of the iPhone 8 on the Jingdong platform will be lowered to 3,999 yuan, which is 1,100 yuan from the official website of Apple's official website at 5099 yuan. The price of the iPhone 8 plus is lowered to 4,799 yuan, which is 1200 yuan from Apple's official website price of 5,999 yuan. The price of the iPhone XR has also been lowered by 400 yuan to 6099 yuan. Jingdong said thatThis time the price cut is Apple's price cut, the purchase of iPhone 8 and iPhone 8 Plus can also participate in full coupons and redemption promotions.
And the reporter askedSuning Online MarketDisplay, the self-operated iPhone 8 is priced at 3,899 yuan, and the iPhone 8 Plus is priced at 4,788 yuan.The price after the price adjustment of Jingdong is also lower by 100 yuan and 11 yuan respectively..
Apple's new machine for sale in September 2018iPhone XS MaxThe official website sells for 10,000 yuan, which is also the most expensive one on each platform. There is no price reduction in Jingdong, but inSuning Tesco sales price is 9599 yuan, you can use 1010 yuan coupons, the hand price is only 8589 yuan.
At 0:00 on January 11th, Apple also lowered the price of the iPhone on the Tmall platform. The price of iPhone XR and iPhone 8/8P in Tmall Suning's flagship store has been lowered to 5,549 yuan, 3,899 yuan and 4,788 yuan respectively, which is 1200 yuan lower than the official website price of Apple. At the same time, Tmall mobile phone said that during the New Year Festival, the iPhone XS, iPhone XS MAX and other popular models will be subsidized, and the new iPhone will drop 1,500 yuan.
Another e-commerce platformFight a lotThe iPhone XS Max on the Internet has long started to “promote” at a preferential price. In the fight for many platforms,iPhone XS Max only costs 8099 yuan, and Apple's official website quotes 9599 yuan difference of 1,500 yuan.
In the shop that sells the most iPhones, the nickname seller, the iPhone XS Max is priced at 8399 yuan, and the 300 yuan coupon issued by the store without a threshold is used.8099yuan. At present, the store’s iPhone XS Max sales link has accumulated more than24,000 reviews. From the comments, the product was approved by the buyer because of "authentic", "invoice", "official website registration" and other factors.
According to the data, the nickname seller is currently the number one store that sells a lot of mobile phones. It was the first to sell 1000 yuan in less than a week after the iPhone XS Max was released. Tianyuechao showed that the real controller of the nickname seller was suspected to be Tianyin Holdings.
A lot of spells have also been launched"9.9 yuan to grab iPhone XS"There are a limited number of 1,000 units. Due to the large number of people participating in the event, the influx of a large number of users directly caused the server to "hang" once, causing difficulty in accessing the client. Afterwards, many officials responded to this due to the moment. The number of users flooding into multiple active pages exceeded expectations, causing some users to be unable to enter the page due to server downtime.
Apple, Samsung, and Xiaomi are not good at all.
The overall decline in China's smartphone market has affected not only Apple, but also Samsung and Xiaomi. Recently, Samsung Electronics announced that its operating profit for the fourth quarter of 2018 was 10.8 trillion won, and the market expects 13.83 trillion won; the sales for the fourth quarter of 2018 are 59 trillion won, and the market expects 63.58 trillion won.
Samsung Electronics said thatPart of the decline in earnings is due to weak memory demandIn the fourth quarter of 2018, shipment growth was less than the third quarter; it is expected that the storage will continue this trend in the first quarter of 2019, but supply and demand will improve in the second half of 2019; competition in the smartphone market is intensifying.Despite the peak sales season, sales are still stagnating.
According to data released by China’s ICT, the overall shipments of the mobile phone market in 2018 fell by 15.6% year-on-year, and total smartphone shipments fell by 15.5%. At present, the specific data of the market share of various brands in China's smart phone market in the fourth quarter of 2018 has not been announced. According to the third quarter data of 2018 released by Counterpoint, among the top six vendors in the market share,The market share of Huawei, vivo and OPPO has risen against the trend, and Huawei’s sales in the quarter increased by 13%.Recently, Huawei announced that Huawei and glory add up to 200 million mobile phone shipments in 2018.
Look againThe performance of Samsung, Apple and Xiaomi is very unsatisfactory.The market share decreased by 1% each, and the sales volume decreased by 17% to 67%.
The following table reveals the changes in the market share of mobile phone brands in the Chinese market from the third quarter of 2017 to the third quarter of 2018. There is no doubt thatHuawei, vivo, and OPPO performed very well in the cold winter of the game in the stock market.
Not to mention that Apple is in a hurry, Xiaomi is also very anxious. On January 10th, Xiaomi’s new machine conference, Lei Jun couldn’t help but open up competitors. The newly released Redmi Note 7 was executed and Huawei just released a new machine. And glory,Once again, it is said that it is necessary to adhere to the price-performance ratio, and it is determined to regain the market of the thousand yuan machine.
Not for the price reduction promotion, what about the first-class 5G mobile phone?
On the evening of January 10, Miao Wei, Minister of the Ministry of Industry and Information Technology, stated in an interview with several major media that in 2019, 5G temporary licenses will be issued in several cities;In the second half of 2019, 5G terminal products that can be truly used commercially, such as 5G mobile phones and 5G iPads, will be put on the market..
The mobile phone brands in the cold winter have great expectations for 5G.Lenovo, Huawei, Xiaomi, and China Mobile all said that they will launch 5G mobile phones in the first quarter of 2019..
Zhongzheng Jun once experienced the 5G mobile phone in vivo research and development at an exhibition, and the overall completion degree is quite high. In the 5G network environment built on site, this 5G mobile phone can already achieve basic operations and applications, such asLog in to WeChat for video calls, send Tencent videos, and quickly shake handsand many more.
However, this phoneThe heating problem is not small, the test also needs a fan to help dissipate heat.. Qin Fei, director of research and development of vivo 5G, told Zhongzheng Jun that while 5G terminals are achieving high speed,Power consumption and heat dissipation are indeed a big problem and are currently being solved..
Performance is not completely stable, on the one hand,5G mobile phone terminal price and network tariff price may be more important factors affecting consumer choice.
China Mobile has judged that in the pre-commercial phase of 5G mobile phones in 2019, there may be more than 30 5G terminals tested and pre-commercialized.5G mobile phone price is expected to be above 8,000 yuan. But to2020yearAfter the 5G scale commercialization, the 5G commercial terminal category will be further enriched, and the price of 5G mobile phones will also decrease.
As for the issue of network tariffs, the Ministry of Industry and Information Technology has pushed up the speed reduction fee every year.Operators will not let 5G tariffs be too expensiveExperts have also told reporters that operators want to recover the cost of 5G construction, and they are not relying on the use of ordinary consumers. More importantly,5G in the industrial application.
In addition, looking at the interview of the Minister of Industry and Information Technology, Miao Wei, 5G only issued temporary licenses in a number of cities, and will not build a network all over the country. Can the 5G mobile phone be used nationwide?
For the issue of 5G temporary licenses and 5G mobile terminals on the market, CITIC SecuritiesResearch reportAccording to the interpretation, according to the experience of the past 3G and 4G eras, after the 5G temporary license is issued, the operator can assign the number to the selected friendly users, instead of assigning numbers to all users indiscriminately, accumulating new operating experience and passing a section. With the accumulation of time, operators have a full understanding of network coverage and user habits, and then officially commercialized.The core difference between formal commercial and pre-commercial is that formal commercial is for all users, no user screening.
(Article source: China Securities Journal)