2020 is coming to an end, and the track in the mobile phone market has become narrower. Under the influence of the epidemic, offline sales in the first quarter were almost suspended, the pace of product releases of many manufacturers was disrupted, and the global mobile phone market shipments further shrank.
As a result, the head effect of mobile phone manufacturers has been strengthened. According to the third quarter data of Chinese smartphones released by IDC, the combined share of the four major head manufacturers of Huami OV in the Chinese market has further increased, reaching 88.8%. After being listed on Apple, Others manufacturers only accounted for 3% of the market, a 41% decline year-on-year. It can be seen that the survival of small and medium manufacturers will be more difficult.
After being included in Others, Meizu has been keeping a low profile, and the pace of new product release has slowed down significantly. Previously, Meizu had applied for trademarks such as “Flyme For WATCH” and “MEIZU WATCH” for the watch system. In addition, a watch-like product picture appeared on the Meizu’s eighth anniversary celebration poster, and the official Weibo introduction of Meizu smart watches said “Flyme for Watch, see you in Q4 2020”, which indicates that Meizu may be in this year. Products equipped with Flyme for Watch were launched in the fourth quarter, but there is currently no Weibo news on this Weibo, and 2020 will end in one week. So is Meizu weak in IoT business?
Lack of strength
In 2019, Xiaomi released the Mi 9 priced at 2999. Subsequently, Huang Zhang of Meizu was indignant, saying that “the bitch is inferior to the industry”. It can be seen that Meizu has been under the siege of Xiaomi, Redmi and Honor, and is completely in a passive position in the price war. Nowadays, Meizu not only lags behind competing products in product strength, but is also in a dilemma in pricing.
In the era of full screen, Meizu insisted on the upper and lower borders. While ensuring the beauty, it spent a lot of money and energy, but sales did not improve. For the screen-to-body ratio, major manufacturers have boosted the punching + customized ultra-small aperture front-end solution, and Meizu can only keep following behind.
And in this year’s Double Eleven mobile phone sales rankings, it is difficult to find Meizu in the top ten of the major lists.At the same time, Meizu’s voice volume is also declining on major platforms such as B station, Zhihu, and Weibo. Especially at station B, even if it returns to small and beautiful, only the flagship machine, the new product out of the box video is hard to find.
A few days ago, Meizu’s official Weibo said that it supports the upgrade of the 17 series products to Android 11. This move shows that Meizu’s system is advancing with the times, but it actually hurts the hearts of many loyal users. Some netizens think that this is “maintaining the popularity of 17, after all, there is no other product this year”, but for old flagship users, this is completely in contrast with the previous practice of the new system that can support the first three generations of mobile phones. . Or take a step back and say that Meizu’s resources are really tight to this point, so if you have to get distracted to launch the watch, I am afraid it will be powerless.
it is too late
The main mobile phone industry is already overwhelmed with resources, and it is even more difficult to open up the second battlefield of IoT. It must be mentioned that the current IoT business has become a battlefield for big players. With the decline in the frequency of user replacements, the shipment of the mobile phone market is declining. IoT, as a self-help solution for large manufacturers, has been quite effective.For example, Xiaomi’s IoT business has begun to grow and have a rich SKU; Apple’s AirPods line is single-handed Come out, it is also the existence of the world’s top 500.
In September 2019, the Ministry of Industry and Information Technology issued the “Implementation Opinions on Promoting the Improvement of Manufacturing Product and Service Quality”, requesting to accelerate the development of 5G and IoT related industries. According to McKinsey data, by 2025, the market size led by the Internet of Things can expand to 10 times that in 2017, reaching 11.2 trillion U.S. dollars. At the same time, the proportion of global GDP will also expand from 1.4% in 2017 to 2025. 10% of the year. The IoT industry has become a big cake with a trillion-level market. More and more mobile phone manufacturers and even Internet companies are competing for layout.
After Xiaomi, Huawei, OPPO and vivo have successively laid out. At the same time, Internet giants such as Baidu and Alibaba have also continued to enter the market in order to get a share, and compete with mobile phone manufacturers in subdivisions such as smart home and car networking. However, these manufacturers have already begun to lay out a few years ago, and the corresponding territory has basically been divided up. Now it is the time to consolidate the ecology and continue to absorb new users.
In this case, due to the low share of niche manufacturers, even the mobile phone business is in danger. Moreover, it is too late to deploy. Mobile phones are the most frequently used smart hardware for the public. If the sales volume is not as good as that of large manufacturers, it will serve as an extension of the human body. For smart wearable products, brands that are just starting out must be easily rejected by consumers because of ecological issues. Moreover, the epidemic has affected the global supply chain, and it is difficult for niche manufacturers like Meizu to have too much say in the supply chain. Therefore, the balanced consideration of many aspects may also be the reason why its smart watch has been delayed and has bounced.
The industry is experiencing the dual impact of the epidemic and the global economic structure. Whether it is the supply chain, the channel or the manufacturers themselves, they are facing many uncertain factors from all parties, and perhaps a reshuffle is coming at any time. In such a knotty eye, some people will face elimination after all.
Even if Meizu condenses the fond memories of many people, in the second half of the competition in the smartphone industry, the lack of core competitiveness means that it can only continue to be a niche group, so small that it is slowly forgotten by consumers.
Source: Dynamic Point Technology Yellow Dust