Recently, Shen Yiren, vice president of OPPO, expressed that domestic mobile phone companies have seen a sharp increase in their mobile phone inventory, which caused them to drastically cut prices during the 618 promotion period. However, even so, they still failed to effectively clean up the inventory. It may be that the inventory clearance action will continue until Double Eleven. The level of mobile phone inventory is high.
Shen Yiren said that mobile phone companies are aggressively increasing inventories because they worry about component shortages and increase inventories aggressively. Since the fourth quarter of last year, the global chip supply caused by automobile chips has been tight and has spread to the mobile phone chip industry. By the first quarter of this year, even the mobile phone chip giant Qualcomm said that it was facing a tight production capacity, and many domestic mobile phone companies have stocked up.
Another reason for domestic mobile phone companies to increase inventory is the decline of Huawei mobile phones. Since the fourth quarter of last year, Huawei mobile phones have mainly relied on stock chips to operate. Its shipments have gradually declined, and shipments in the domestic market have increased in the first quarter of this year. Compared with the same period last year, while the shipments of Xiaomi OV have increased significantly, mobile phone companies may think that they can occupy the market if they have production capacity.
Once again, mobile phone companies expect to enter the year of 5G popularization this year. 5G mobile phones will become the absolute mainstream of the smartphone market. Technology upgrades will help promote mobile phone sales. 4G has changed the pattern of the domestic mobile phone market. The opportunity to live in 4G has laid the current pattern, and for this reason they hope to seize the opportunity of 5G to consolidate their market position.
Just as the mobile phone companies are overly optimistic about the domestic mobile phone market, the market has hit them with a sap. According to data released by the Institute of Information and Communications Technology, the Chinese market shipped 22.968 million mobile phones in May, down 32% year-on-year. The Chinese mobile phone market is in a downturn and consumers lack the desire to buy mobile phones.
Among them, the performance of 5G mobile phones that mobile phone companies have high expectations is also unsatisfactory. 5G mobile phone shipments in May were 16.739 million units, an increase of 7% year-on-year, but compared to the peak of 27.498 million 5G mobile phone shipments in March this year, it fell by more than 10 million. Department or 39.1%. Another data shows that iPhone shipments in May soared more than 40% month-on-month to 3.8 million units, which means that the market share of domestic Android phones has been further squeezed.
The sluggish domestic mobile phone market is also related to the continuous price increase of domestic mobile phone brands. Today, domestic mobile phone brands are priced at nearly 1,000 yuan for low-end 5G phones, which is twice as expensive as 4G phones, as low as 500 yuan; high-end phones have broken through 3,000 yuan and 4,000 yuan. , Even more than 6,000 yuan, but as mentioned above, consumers prefer the iPhone when buying high-end mobile phones, driving the surge in iPhone sales while the overall sales of domestic mobile phones have fallen, and the price increase of domestic mobile phones has made the iPhone.
The domestic mobile phone market is in a downturn, especially the sales of 5G mobile phones have not continued to rise. This is undoubtedly a major blow to domestic mobile phone brands that are actively stocking. They all hope to clear their inventory during the 618 promotion period. However, domestic consumers are tired of promotional routines. Looking at 618 coldly, the dream of mobile phone companies hoping to rely on 618 to clear inventory is not satisfactory. Perhaps this is why Shen Yiren believes that the inventory of domestic mobile phone brands may have to be cleared until this year’s Double Eleven.
In the face of huge inventory pressure, domestic mobile phone brands have been promoting in other ways, such as student prices and other ways to greatly reduce prices. If inventory pressure cannot be released, they are likely to continue to reduce prices significantly in the future, so consumers who Shen Yiren said can wait. It makes sense to wait. The iPhone 13 will come in a few months. The domestic high-end mobile phones cannot compete with the iPhone 12. When the price of the iPhone 12 is further reduced, the domestic Android flagship will not be able to clear the inventory without jumping off the property.
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