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Counterpoint:2017 中国年度Top 10 智能手机排行

大家都知道,消费者购买什么样的手机,决策权在消费者手里面。所以说,智能手机产业是充分竞争的产业,而中国用户生活在非常发达的中国手机市场环境中,他们见惯了最新科技的手机产品和智能产品,所以中国用户在全球来看是最挑剔的用户,也是最难打动的用户。而对于智能手机产业相关业内人士而言,在充分竞争的产业中,并且是不利的大中国经济环境下,终于度过了疲软的2017年。

那么2017年那款手机打动了用户呢?产业是如何度过这个2017年呢?所以我们Counterpoint旨在分析消费者购买趋势和指导科技产业发展。特此每年都会公布智能手机Top 10和科技趋势,目的是以史为鉴,分析历史,判断趋势。

根据Counterpoint 2017年Market Pulse数据,截止到2017年12月,2017年度销量Top 10机型公布如下:

Top10机型总结:

  1. OPPO R9S荣获第一名,但是它与前五名差距不大;显示Top 5的竞争非常激烈。
  2. HOV成为大赢家,国际品牌只有Apple。
  3. 除了iPhone 7+7 Plus。其他高端产品未入选。
  4. 平均每月销量达到100万是进入Top 10的基础。

Comments on top performers:

首先,OPPO R9s获得第一名,OPPO R9S 主打美颜自拍的时尚手机,  “这一刻,更清晰”口号。OPPO深谋自拍是中国大众用户的第一需求,且时尚是每个中国人说追求的目标,而中端是也是最容易接纳OPPO品牌的细分市场。OPPO用自拍抓住用户,用时尚超薄外观和颜色来塑造时尚因素。让消费者所感动与接近。此外,OPPO 聚焦市场策略,深挖中端市场,市场资源集中投放到R9s上。让R9s获得No1。此外,OPPO还有两款机型入选,但是整体OPPO在售机型数量并不多。此外,三星的AMOLED屏幕和Sony IMX398 借助OPPO R9S的热销也获益良多。

其次,Apple作为唯一的国际品牌,Apple有2个型号进入top 5,整体表现难能可贵。上半年iPhone表现一般,但是下半年iPhone 7系列降价后,尤其iPhone 7 Plus 128GB版大约6000元。它们显示竞争力十足。此外,iPhone 7 Plus 市场表现好于iPhone  7。 背后的原因是越来越多的消费者了解到iPhone 7 Plus的双摄像头功能的出色。而iPhone 7仅仅配置了单摄像头。

再次,中端产品的vivo X9荣获第三名。vivo X9凭借“前置2000万柔光自拍,照亮你的美”广告词让它家喻户晓。vivo X9在当时把自拍性能提升到最好的表现,让用户心中认为,自拍手机vivo X9 应该是首选。此外,vivo X9是唯一把颜色用到极致的厂家。厂商通过更换不同的颜色并联合不同事件来保持产品的新鲜,也增加了品牌曝光和扩大用户受众,进而延续了产品的生命周期。

由于华为品牌的产品过多,稀释了单个产品的销量。但是荣耀有两款产品进入Top 10。其中一款是非常鲜明的产品,主打镜面玻璃时尚外观的荣耀8青春版。还有一款,定位于千元的双摄产品荣耀畅玩6X。一个拼颜值,一个拼性能。完美搭配,满足不同用户的需求。而均为千元的产品定位和电商渠道的促销也是保证能进入Top10的重要原因。

小米经历了2016年的低迷之后,2017年在中国市场初步已经回复。仅有一款红米产品入围Top 10 已经不易。2017年小米公司重点加强供应链管理,这款红米Note 4X由华勤设计,它的定位是二次元的青少年,二次元偶像初音代言这个产品。配置多彩的外观颜色和初音代言人与红米用户非常匹配。加上提升了供应链设计,生产与供应的能力。这样才保证小米这款产品的入围。

Counterpoint分析总结如何进入年度Top 10 :

  1. 完善供应链。供应产品的数量是产品销量的基础,优良的自研水平和ODM代工实力是保证供应链基础,此外,对稀缺元器件资源的获取能力也是重要良好销量的保证。
  2. 价格不能高。虽然中国手机市场是成熟市场,但是大部分销量还是维持在中低端市场。所以,产品规划和价格设定就不能太高。
  3. 集中资源要推广。手机销售模式已经是从机海战术演变到现在的爆款模式。集中市场和供应链资源来保证单款产品的销量是非常必要的。
  4. 产品规格:2017年产品设计可以不是双摄像头和全面屏幕。但是要有拍照等产品特色。但是2018年全面屏幕/18:9屏幕功能显然已经成为进入Top 10的基础。

 

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