Recently, the global smartphone market has been gloomy and gloomy, as if a catastrophe is imminent.Due to the huge scale of the current smartphone industry, the recession will not only impact the supply chain upwards, but also impact distributors downwards, which in turn will have an impact on the overall economy.
There are many factors behind the difficulties faced by the smartphone market this time. The global economic environment certainly has an impact, but whether it’s you, me, or consumers in general, it may also be an important reason. The most important thing is that everyone doesn’t change their phones anymore?
As we all know, the current global inflation environment, coupled with the impact of the epidemic, has changed the consumption habits of users to a certain extent, and in upgrading, everyone has become less enthusiastic than before, and the smartphone industry has suffered a huge pressure.
A previous survey report showed that the global smartphone decline in both the first and second quarters of this year was 10%. The most obvious manifestation is that the supply related to the upstream supply chain is decreasing, and the sharp drop in the demand side has also caused Manufacturers cut orders.
In the eyes of experts, in fact, the smartphone has been shaken, and external factors have only accelerated the arrival of the situation. The entire mobile phone industry has been caught in the dilemma of lack of innovation in recent years. Even if it is as strong as Apple, it can only slightly improve the chip and camera performance. , but these regular upgrades year following year have not brought new value and new application experience to users. Ultimately, the average replacement cycle is now over 31 months, resulting in an 11% drop in global smartphone shipments.
For those slight micro-innovations or flashy pseudo-innovations, it is more difficult to stimulate consumers’ desire to buy. Therefore, under the dual pressure of economic difficulties in the front and weak innovation in the rear, consumers are bound to further slow down the speed of changing mobile phones.
From the perspective of industry analysts, the changes in the smartphone market this year include:
1. The performance of the original best-selling mid-range mobile phones this year has been significantly lower than expected, showing the status quo of “market withering”, and users who lost a large number of users generally choose entry-level models with lower prices.
2. The market demand is sluggish and the inventory pressure is huge, causing some manufacturers and manufacturers to be full of uncertainty in their future estimates, so the situation of order cutting will occur frequently.
3. The drop in demand has greatly reduced the enthusiasm and confidence of the entire supply chain. At the same time, logistics and production pressure have continued to face greater pressure. Once consumer demand changes, the impact on the overall market will be very large, making manufacturers unable to Do not deal with policy adjustments.
At present, many manufacturers are actively looking for countermeasures to stimulate demand in new ways, such as: a new form-foldable screen (more affordable price), but from the current reaction, software optimization can not keep up (in order to The foldable screen is foldable), the price is not favorable enough, and it has not stimulated the desire of consumers, so the overall industry is still a long way to go.
As for Apple, the industry leader, it will release the iPhone 14 series this year, but judging from the information currently exposed, the overall update is also lackluster, and it cannot bring any new direction to the industry. How to break through? It will be a question that brands must rethink.
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