Shulou(Shulou.com)11/24 Report--

The mobile phone market is about to recover in 2023, and "618" in the spotlight has attracted a lot of attention.

In the first half of this year, a number of data agencies released market data for the first quarter of the Chinese mobile phone market. According to the monthly report on Counterpoint mobile phone sales, China's smartphone market is showing signs of "bottoming out and recovery" in the first quarter of 2023. As consumer confidence recovers and inventory levels fall, 2023 will be the best time for mobile phone manufacturers to implement the latest brands and product strategies. Especially in the field of mid-end phones, the market of 2000 yuan to 3000 yuan has the largest number of users, which is now the most significant price growth in China, and this also means that from the beginning of this year, the competition in the mid-range market will be more fierce.

"618 Great Promotion" is coming, on this special node, this "consumption Carnival" is particularly important. The quality of the 618 results not only reflects the market situation of the brand in the first half of the year, but also determines the number of places to compete for the "TOP" list in the second half of the year. Under the superposition of multiple factors, the competition of mobile phone brands appears to be more anxious.

Looking back on the first half of the year, under the opportunity, the competition of mobile phone brands can run through the whole process with the word "volume", especially in front of 618. At present, various 618 products and policies have been announced one after another, and have adopted certain price reductions and concessions to attract consumers. At a time when a large number of mobile phone manufacturers are fighting each other, the real realme is not normal, jumping out of the "big price reduction" style of competitive play, with the popular style attack strategy, attract the attention of consumers.

The market has changed, and the "ratio of quality to price" is the secret of the popular style of products.

When it comes to competition in the mid-range mobile phone market, in addition to the "volume" mentioned more may be "performance-to-price ratio". In fact, this is not the case, in this price range of young consumers, "quality-to-price ratio" is their most important product point. It reflects such a phenomenon in the "Chinese Social newcomer consumption report". At present, young people are more likely to belong to "research consumption", keen to study price and product efficacy, and pursue the "quality-price ratio" of products. In other words, today's consumers can not only use the word "cheap" to attract, need the product itself to have a certain technological breakthrough or a certain selling point, in order to have enough attraction to capture consumers.

In the matter of "quality-to-price ratio", the true self is the first mobile phone manufacturer to pay attention to and actively embrace.

After realizing that the simple "performance-to-price ratio" is very difficult to attract consumers, the true self continues to have a deep insight into the pain point needs and actual use scenarios of young users, and does not release them without leapfrogging, so that each product has leapfrog technology in the leading industry. bring continuous "fashion effect".

For example, the real me GT Neo5 has achieved the achievement of "popular style" as soon as it is launched. Looking back on the key to success, GT Neo5, under the basic skill of stabilizing the performance ceiling of 2K-3K, not only mass-produced the industry's fastest 240W full second charge, but also showed an in-depth survey of consumer demand. The heavy addition of 16GB+1TB 's full-level memory successfully led the industry to blow a "1TB popularity storm". On the first day of sale, the 1TB version exceeded the cumulative sales of all Android 1TB phones in nearly a year.

After the true self GT Neo5 achieved excellent results, the true self "took advantage of the victory to pursue" and released the true self GT Neo5 SE, bringing the 1TB large storage configuration to the price range of 2500 yuan, but only this is not enough, the industry's first 5500mAh+100W full of blood life arises at the historic moment, but also brings more true self GT Neo5 with the flagship configuration of the same section, with "the most non-SE SE in history", which is why the first sale directly reveals the results of 100000 popular models!

All these data show that simple "cheap" is no longer the focus of consumers' attention.

Innovation based on the needs of users is recognized by the market

Last year, Guan Xuan entered the second stage of starting a business and emphasized two major strategies: "only doing high-quality products" and "deep ploughing in the market". With the passage of time, today's true self has made all the strategic arrangements for the second phase.

With a clear line, the true self is rapidly adjusting its product positioning, grasping the "boutique strategy", making a rapid breakthrough in the middle-end mobile phone market, through the strategy of "concentrating superior resources, and striving to explode", and by strengthening the research and development of leapfrog technology, strengthen the leapfrog application of high-end technology, so that each generation of products must have a leapfrog technology, down-to-earth technology leader and popularization. With the unique product concept of "science and technology cusp", we use "leapfrog" products that are attractive enough, even unique, to establish differentiation with industry giants, and to break through and solidify the market through "cusp". With cutting-edge technology to form a "dimension reduction blow" to this market.

It is precisely because of the persistence of the true self that the true self presents a "continuous fashion effect" in the first half of this year, constantly increasing consumers' brand impression and forming the product effect of "looking at the true self if something happens". It also means that low prices are no longer the only choice in the mid-range market.

For example, the true self thought deeply after discerning the demand for flash charging technology and long range in users' daily life. The true self GT Neo5 SE is equipped with SuperVOOC S full-link power management chip, 5500mAh's brand new 4.5V ultra-thin high-energy battery, 100W light speed second charge, and the first launch is equipped with a series of software and hardware integrated innovation technologies such as AI intelligent node engine.

It turns out that innovation based on the needs of users is recognized.

The 150W light speed second charge and 240W full second charge carried by the true self GT Neo5 and the 100W light speed second charge + 5500mAh battery carried by the true GT Neo5 SE make the true GT Neo5 series become the only full-scale 100 watt fast charging mid-range mobile phone in the industry, of which 240W full second charge is one of the best function points even in the flagship mobile phone market. At present, the same price models of other mobile phone manufacturers are still hovering around 67W fast charging, still building products with the idea of "performance-to-price ratio".

On the other hand, in the past two years, the true self has gradually found that consumers are concerned about large memory, such as Wechat. If you update Wechat, the usage of Wechat is dozens of gigabytes, and there will always be insufficient storage. So users often have "memory anxiety". In addition, the life cycle of mobile phones is getting longer, and consumers have put forward higher requirements for storage itself.

On this basis, the true self rolled up the "1TB" popularity storm, let the true self GT Neo5 series all support 1TB large storage, and launched the top combination of 16GB+1TB storage, and even brought the price to the 2500 yuan price range, to other mobile phone manufacturers in the real sense to achieve a "dimension reduction strike."

In the "science and technology tip" strategy at the same time, the true self in the basic experience also implements the "dare to leapfrog" product concept. The true self GT Neo5 series also continues to build 2K~3K performance ceilings with action. And in the case that the cost space has peaked, it will bring the flagship experience Grand Slam, and the functions related to the daily product experience will never be castrated! Not only "dare to overstep", but also drain the cost space to help consumers' product experience.

Regardless of the cost, only for "leapfrogging", market sales and user feedback exceed expectations, this is the core focus of the true self "continuous fashion effect".

"go against the trend", popular style in hand surprise attack 618

In the coming 618 promotion, the true self, holding a number of "popular style products", chose to fight "618" with a more calm attitude, and jumped out of the "big price reduction" competition by enriching its own product matrix. chose a different product strategy.

During the warm-up period on June 18th, the true self released two new products that "make a difference", which once again strengthened the fashion strength of the true self GT Neo5 series: the new color matching of the true self GT Neo5 SE "Holy White Phantom" and the new version of the true self GT Neo5 150W 16GB+1TB.

On the night of the release of these two products on May 23 and the opening of pre-sale, they quickly appeared on the "JD.com Mobile pre-Sale Speed list" brand sales TOP1, and the "pre-sale is dominant list" once again verified the true self's "release is popular style" winning rule, and also gave the true self a few more chances of winning in the face of 618.

From the product point of view, the true self of these two products also have an obvious "leapfrog" attribute. The launch of the true self GT Neo5 150W 16GB+1TB version means that the true self has made up the last piece of 1TB memory of the GT Neo5 series. At this point, the true self GT Neo5 comes standard with 1TB large storage, and let 1TB cover the price range of 2000 yuan to 3000 yuan, setting off a new round of full-level storage storm.

The true self GT Neo5 SE "Holy White Phantom" color matching is linked with the "Movie Transformers", the high-end flagship texture design beyond the level, the first release of the second generation of silicone skin, through up to 200,000 wear tests, anti-ultraviolet, anti-dirt ability to improve again. In addition, the limited theme of this joint Transformers movie is also open to all true self users, so that other models can also enjoy the joint theme.

The true self's recent "fashion attack" strategy not only verifies the true self's product concept of "no leapfrogging", but also allows me to be flexible in the face of the rising trend of 618, with a bit more "victory in hand", relying on products to take the initiative in the market, responding to the needs of consumers one after another.

"Dark Horse" true self realme

With the "leapfrogging" of products, the true self has a certain guiding significance for the entire mid-range market, telling mobile phone manufacturers the importance of consumer demand in the mid-range market through "popular styles". It also allows the mid-range mobile phone market, which is "at a loss" because of more brands to join, to return to the track of healthy competition.

There is no lack of steady "welders" in the mid-range mobile phone market, but for consumers, they need not only "welders", but also emerging "shooters". Mediocre products have lost their competitiveness in the market. it is difficult to break through the tight encirclement in the solidified mid-range mobile phone market, and only with an accurate grasp of consumer demand can we win a place.

Today, with the "five trump cards" in hand, my true self is facing up to "618s" with new popular styles, competing with other mobile phone brands in the most competitive Chinese mobile phone market in the world, competing for tickets to the TOP list in the second half of the year. Today, with such achievements, what the true self needs to do is to let go of his hands and feet and give the market a heavy "upper hook", which is worth looking forward to.

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