Vivo recently released its new generation of explosive mobile phone X23, which uses Qualcomm's newly released mid-to-high-end chip Snapdragon 670, which is priced by 300 yuan higher than the previous generation X21; interestingly, the X21 was released soon after the X21 was released in the first half of this year. Part of the characteristics of the company was introduced into low-end mobile phones, and launched its first cost-effective mobile phone Z1. This comparison shows the contradiction of this company-the coexistence of cost-effectiveness and low-profile and high-price.
Low price and high price have been criticized
Vivo and OPPO emerged in 2015. They relied on strong advertising and marketing investment and the advantages of offline channels widely deployed in third, fourth, and fifth-tier cities. They have an advantage in the price range of 2,000 to 3,000 yuan, and they have rapidly developed into domestic mobile phones. Strong.
Accompanying the rise of these two mobile phone companies is the low and high prices that they have been criticized for, which has also caused them to always find it difficult to obtain a market share comparable to their status in first- and second-tier cities. The shipment growth rate of OPPO and vivo declined in 2017, and the shipment growth rate of vivo was only about 2% in the first quarter of this year.
The Qualcomm Snapdragon 670 chip used in the X23 released by vivo this time is a down-converted version of the Snapdragon 710 chip, and the Snapdragon 710 is used by Xiaomi in its Xiaomi 8SE, which is priced at only 1799 yuan. It is said that Meizu’s upcoming Meizu will be released. The X8 will also use the Snapdragon 710 and is expected to be priced lower than the Xiaomi 8SE. However, the X23 is priced as high as 3498 yuan, which is undoubtedly labeled as a low-profile and high-priced label.
The shipment volume of China’s smartphone market saw its first annual decline last year. In the first quarter of this year, it fell 27% year-on-year again. This forced the competition of domestic mobile phone brands to return to the mid- and low-end mobile phone market. But it further highlights that it will undoubtedly be detrimental to its shipment growth.
Cost-effective saves vivo
In fact, vivo has already reflected on the poor growth of shipments last year and the first quarter of this year. Therefore, in the second quarter of this year, it rarely joined the battlefield of cost-effective mobile phones and launched the Z1 product. In the second quarter, its shipments increased by 30% year-on-year.
Like X21, Z1 uses Qualcomm's mid-to-high-end chip Snapdragon 660, uses a notch design similar to X21, and is priced at 1798 yuan, which is more than 40% cheaper than X21. Since the Z1 has a similar appearance and the same performance as the X21, it is widely sought after by the market after its listing. After the Z1 was sought after, vivo launched the Y83 with reduced performance and functions, reaching the thousand-yuan market at 1398 yuan. It is the launch of a variety of cost-effective products that have promoted the growth of its shipments.
Among the top four domestically produced companies, Huawei and Xiaomi have achieved greater success in opening up overseas markets. At present, their overseas shipments account for nearly 50%. Vivo’s overseas shipments are estimated to account for about 30%. The domestic market is obviously more important to Vivo than Huawei and Xiaomi.
Both Huawei and Xiaomi have recognized the trend of the domestic smartphone market returning to mid- and low-end market competition. Xiaomi has always had a leading edge in the mid- and low-end market. Huawei also began to increase its weight in the low-end market in October last year, which has also become a Huawei mobile phone. The key to rapid growth in the domestic market.
Vivo has already recognized the characteristics of cost-effective competition in the low-end market, but now the X23 launched has further strengthened the low-end and high-priced features. Can X23 help it increase shipments? Will the growth of overall shipments suffer another setback?
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