The mobile phone industry has always been a banner of change in the city, leading the way for seven or eight years. The competition in the industry is extremely fierce, the market outside the industry has undergone tremendous changes, and the concepts of big data, artificial intelligence, new retail and the Internet of Things are in full swing. What impact will these new concepts have on the mobile phone industry? Is it an opportunity to change the competitive pattern of the industry, or is it just an illusory concept?
On March 30, at the Mobile Industry Frontier Forum jointly hosted by [Youmeng+] and Tmall Mobile GfK、Prophet、 Several experts from Tmall Mobile, Alibaba Data, Nubia and [Youmeng+] shared their insights on the global development trend of the mobile phone industry, China's market opportunities, data technology innovation, brand building and other aspects.
(The picture is: He Chunlei, General Manager of Tmall 3C Digital Business Department)
He Chunlei, general manager of Tmall 3C Digital Business Department, mentioned in the opening that in 2017, the turnover of China's mobile phone market increased by 7%, but the sales volume declined by 4.9%. A large number of offline stores were closed, making the living environment of mobile phone manufacturers increasingly difficult. In this context, mobile phone manufacturers need to use data to help enterprises improve operational efficiency. For example, in product development, pricing strategies, consumer operations, marketing investment, online store opening and operation, they can use data to help enterprises move forward and improve efficiency. [Youmeng+] released the mobile phone industry big data solution for the first time, hoping to help mobile phone manufacturers release brand growth potential with the help of global data and technology.
The following are the core ideas shared by the guests:
Global smartphone development trend: long-term game between two major markets, brand power and ecological innovation become growth opportunities
(Picture: Deeper Rana, CEO of Kantar Insights Greater China)
At present, the biggest problem facing global mobile phone manufacturers is the serious differentiation between two levels. In the smartphone market share, iPhone sales are driven by developed markets, high-end users and high profits; All brands except Apple and Samsung come from the developing market, which is driven by low price segment and low profit sales; In terms of the proportion of profits, Apple has become the only hegemon with a high proportion of profits.
Two market situations, developing market and developed market, need completely different brand strategies. The developing market represented by India is showing three key trends: first, Chinese mobile phone brands are dominant in India, consumers are highly price sensitive, and mobile phone profit margins are low, so it is urgent to expand high-end market share. Second, the key to future profit margin growth is the replacement and upgrading of loyal users, which requires high brand equity and long-term satisfaction. Third, Apple has begun to target the middle end of the key developing market, with a view to creating a larger number of users in stock, so as to cultivate more high-end users.
There are also three core trends in developed markets. First, the penetration rate of smart phones is almost saturated, and the life cycle of mobile phones is increasing, forcing manufacturers to find alternative revenue sources to drive growth. Second, the high-end machine market is growing, but Chinese brands still have little impact on the high-end market. Third, for Chinese brands, to enter the high-end phone market, brand power is the key factor driving high-end users to buy, and the phone itself must also have "advanced features".
Next, how to explore additional sources of income? We recommend brand makers to cultivate user loyalty and expand new business types, because high-end users are more likely to buy different categories of products from the same brand. The constantly innovative multi device connection scenarios such as smart home, voice assistant, artificial intelligence, and high-quality content and services will create higher loyalty and new sources of income.
China's smartphone market opportunity: retail reform, new situation of the mobile phone industry
(Picture: Jin Ruizhao, Research Director of GfK China Communications Business Unit)
In 2018, China's mobile phone market entered a dividend vacuum period. GfK expects that the annual retail volume will decline by 4% year on year. The core lies in the lack of innovation in the industry, homogeneity of products, and gradually higher consumer expectations. The upgrading of technology has been difficult to excite consumers. Consumers' switching heat has cooled, and brand concentration is obvious.
However, with the emergence of more and more new smart experience stores, these new products, new experiences and new scenes have created more excitement for consumers. The passenger flow has exploded, and retail reform is coming. The underlying driving force of retail reform is still consumption upgrading, which has brought the industry into the era of wisdom 2.0, that is, from the original vertical wisdom based on single function of products to the ecological wisdom stage dominated by links. The improvement of marginal cost effect of products will greatly improve brand loyalty in the future, Consumers' consideration of brand change is not only the product itself, but also the scale and experience of ecological links.
In addition, under the trend of brand T-shaped pattern, small and medium-sized brands should study the market more deeply, have a deep insight into the existing offline high-quality areas, give full play to the effectiveness of opinion leaders such as brand fans, achieve horizontal (communication circle, family circle) and vertical (different price groups) expansion, and effectively use the micro ecological dividends of the smart ecological era to achieve breakthroughs.
Data enabled mobile phone industry: how to use data technology to drive intelligent operation?
(The picture is: [Youmeng+] senior consultant Han Shaochao)
The mobile phone industry is at a huge inflection point in terms of both global and Chinese market trends, and data and technology have become the key to breaking the situation. Based on [Youmeng+] global data, we found that the replacement loyalty of China's top 10 brands is only 27%, and the connection between brands and users is very weak, so it is more urgent to establish a user centered data system; In the trend of shrinking new market scale, Internet brands have risen rapidly. The iterative growth index of TOP5 Internet mobile phone brands has reached 294, while TOP5 non Internet brands only have 125. And the iterative ability between brands ranges from low to high, which means that the brand market is extremely polarized. How to integrate internal and external data and formulate the focus of market growth strategy? The operation of existing users, the promotion of sales transformation, and the combination of quality and efficiency marketing become the key.
Recently, everyone is talking about consumption upgrading. Many people believe that consumption upgrading is mainly for successive generations or generations, that is, upgrading from low price to medium price or from medium price to high price. However, through the analysis of [Youmeng+] global data, we unexpectedly found that many consumers did not upgrade from one generation to another. Take the mobile phone consumers who buy 5000 yuan as an example, 22.8% of the users come from the original price range below 3000 yuan, while only 0.5% of the users who buy mobile phones from 4000 yuan to 5000 yuan; In addition, have you ever paid attention to consumption degradation? Taking the 5000 yuan mobile phone consumers as an example, 28.5% of the users bought the next mobile phone at a lower price than the original one. From a new perspective, only by making full use of data technology can mobile phone brands effectively formulate more differentiated consumption upgrading strategies.
Proceeding from the urgent needs of mobile phone brands, [Youmeng+] launched a big data solution for the mobile phone industry, which uses 700 million real active user data as energy, and uses 150000 computing cores and data engines to help mobile phone manufacturers achieve data transformation from market perception, business and product planning to product listing, post listing operations and other business processes.
Building brand: brand marketing iteration in the digital era
(Picture: Prophet partner Zhang Chengliang)
At present, great changes have taken place in the brand marketing environment. Young people increasingly prefer social media style expressions, online and offline integration is taking place, and the digital ecosystem occupies an absolute advantage. These factors urge mobile phone brands to re-examine the digital Chinese market. The META model of Chinese brand building proposed by Prophet is the blueprint, that is, maintain the original brand building theory The methodology of Evolve and Transform, combined with big data resources and algorithm technology such as [Youmeng+], will help mobile phone brands build a consumer centered digital marketing system, improve brand strength and win stock competition.
The specific landing elements of META model are as follows:
First, target audience selection needs to evolve. For example, the evolution from only identifying a small number of target customers to meaningful "crowd differentiation" of target customers; The evolution from only considering target consumers to including opinion leaders in the scope of thinking.
Second, the way of planning and implementation needs to evolve. From tactical planning only on the linear path of the purchase contact point to omni channel experience planning for overall planning and integration of online and offline full contacts; From isolated and random decentralized content planning to strategic selection of the best content planning model based on the target audience and business needs.
Third, the way of brand activation and interaction needs to be reformed. Mobile phone brands need real-time, personalized and conversational interaction with users, and maximize the value of the consumer's life cycle.
Fourth, the use of data insight needs reform. From focusing on short-term investment return to focusing on long-term consumer value, and meeting the needs of individual consumers at the level of individual consumers; From the lag indicator of fixed time period data snapshot to the leading indicator of continuous data flow and real-time access.
In the current era of data explosion, data of all levels and types in China are continuously growing in real time. Our current problem may not be too little data but too much noise; Not lack of analytical tools, but lack of human insight. This requires professional team and strong algorithm technology support.
Epilogue
What impact will AI, BigData, IoT and New Retail have on the mobile phone industry in the next five years? At the end of the forum, He Chunlei, general manager of Tmall 3C Digital Business Unit, Zhang Jun, senior product expert of Alibaba Data, Pan Linlin, vice president and co founder of Nubia, Jin Ruizhao, research director of GfK China Communications Business Unit, and Shang Zhihu, [Youmeng+] COO, discussed the new trends, new opportunities and new challenges of the mobile phone industry.
In this era of drastic changes in the digital economy, new challenges and opportunities coexist. Data and algorithm technology are becoming the key levers for mobile phone brands to win the next round. [Youmeng+] hopes to empower the mobile phone industry through global data resources and technology, and truly realize cost reduction and efficiency improvement of the whole process business and growth and appreciation of user data assets. We also hope to work together with upstream and downstream partners in the mobile phone industry to continuously enhance the mobile phone smart operation ecosystem.
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