Decline！ Domestic handset market can't stop declining

This is a big data age, and no industry is hiding from the precise data. And with a copy of the data report, it is not difficult to find that the current domestic mobile phone market has been to a bottleneck. Or, in terms of sales, it has reached its peak, and is now heading downhill. So, don't be confused by the appearance of the domestic mobile phone market that looks hot, many are just the marketing means of handset manufacturer.

The decline in handset sales, in the long run, as the penetration rate increases further, will be long pain. How to turn long pain into a short pain, in the sales decline while the real increase in profits, will become the domestic handset manufacturers in front of the problem.

Slide down and slide again! Domestic handset market can't stop declining

According to the Ministry of Industry and Telecommunications Institute recently released the latest domestic mobile phone market monitoring reports show that from January to October this year, the national mobile phone market cumulative shipments of 363 million. Although the figures are still staggering, they are in fact a crisis. The smartphone from January to October shipments of 312 million, the year-on-year decline of up to 10.4%. The 10% per cent drop means that more than 30 million handsets have not been sold, suggesting that the capacity of the domestic handset market has been "exploded". From the user level, freshness has passed, frequent change of impulse behavior will be converted to rational consumption, domestic mobile phone market will face a longer period of "pain."

More "Miserable" is the domestic brand mobile phones from January to October shipments of a total of 286 million, year-on-year decline of 25.4%, which undoubtedly mercilessly gave the domestic brand mobile phone manufacturers a heavy blow. You know, at present, domestic brand mobile phone manufacturers fighting between the very fierce, a variety of marketing tools emerge. Every family is also claiming that the sales increase xx%, a pair of peak situation.

But the data will not lie, domestic brand mobile phone sales decline is an indisputable fact. Or, sales are increasingly concentrated in the hands of several giants, such as Millet, Lenovo, Huawei and so on. But if according to this situation develops, the domestic brand handset manufacturer does not have the more effective method to stop bleeding, it is very easy to appear "crash" trend.

Domestic brands rising price war is not the only option

It is gratifying that the domestic brand mobile phone after several years of development, has successfully defeated the international brand, truly become the leading role of domestic mobile phone market. According to the Ministry of Industry report, in October, domestic brand mobile phone sales accounted for 78.2% of the market. Although the sales volume is falling, the domestic brand handset but grasps the big distribution market, also grasps the initiative to change, the offense initiative, perhaps can change the long pain to the short pain.

From the most obvious price element, the price war is no longer the domestic brand mobile phone to seize the market's only choice. In the past the main battlefield of domestic brand mobile phone is 500-2000 yuan price range, in order to thin profit fight. And now, with the rise of domestic brands, users of its recognition, prices are beginning to high-end. According to the Market Research Institute, the latest release of the monitoring data show that domestic brand mobile phone average price is rising. From the beginning of 2013, the $879 rose to $916 in September 2014, of which Huawei was particularly prominent and the average price was about 400 yuan higher than the beginning of last year.

The increase in price means that the profit will get a certain buoyancy. The whole handset market profit by Apple, Samsung take away the strange phenomenon, will get a certain degree of relief. In addition, domestic brand mobile phones in the shape, materials, production processes, systems and so have made great strides for the next step to lay a good foundation for evolution.

Shuffle！ Building the biosphere is the only way out

In the entire mobile phone industry from large-scale production, to fine, personalized, customized, diversified transformation and upgrading process, will attract shuffle frenzy. The domestic handset brand which prepares in advance, will benefit from the industry change and its own adjustment. And those who are still ignorant, just buried in the production of mobile phones, ignoring market situation changes in domestic mobile phone brands, will be eliminated.

Mobile phone industry transformation, in addition to the above mentioned the shape, material, system, price and other aspects of the essential attributes to improve, more important is to build a benign, sustainable ecological circle. Take millet, for example, the recent 300 million dollar investment in Archie Art, buy Youku million dollar stocks, is in the content resources arm themselves. Combining content resources with its smartphones and building closed-loop eco-circle will undoubtedly increase user stickiness and enhance brand value.

It is believed that in the coming years, the Giants that qualify for the biosphere will follow suit and eventually build an apple-like closed-loop biosphere-even if the Android system is open, the content can be exclusive. And those who can not be content resources in the pocket of the two or three-line manufacturers, only further in the cell phone itself to innovate, to avoid lagging behind. If one step goes wrong, it is likely to be destroyed.