How big is the gap between domestic mobile phones and iPhone?

In 20021year, domestic mobile phone manufacturers began to increase the impact on the high-end market and launched high-end mobile phone products with a price of more than 6,000 yuan. But unfortunately, at present, the high-end strategies of various manufacturers have not played a significant role.

May 26 th news, according to well-known market research institute Counterpoint? According to the global mobile phone tracking data in the first quarter of 2002/kloc-0 released by Research, Apple iPhone was the best-selling model in the first quarter of 2002/kloc-0 in terms of sales share and revenue share.

Ranked first in revenue share? 10 model, Apple and Samsung occupy 9 seats, including iPhone? 12? Dear? Max ranks first, followed by iPhone? 12、iPhone？ 12? Pro、iPhone？ 1 1 and the Milky Way? S2 1？ Super? 5G .

Judging from this data, Apple iPhone? The revenue of four models of 12 series accounts for 34% of the total revenue of the global smartphone industry, not counting the iPhone? 1 1 and iPhone? SE income

Of course, in this list, domestic manufacturers are not completely without gains. Huawei Mate40? Pro ranks eighth as the only domestic high-end mobile phone, with revenue accounting for 2%, higher than Samsung Galaxy? S2 1？ Super? 5G and apple iPhone? Southeast.

Unfortunately, domestic manufacturers other than Huawei do not have any mobile phone models to enter this list.

What is the profit margin gap between domestic mobile phones and Apple iPhone?

Previously, Lei Jun, the founder of Xiaomi, said at the press conference that the comprehensive net profit margin of Xiaomi Hardware would never exceed 5%. Although this sentence is intended to express Xiaomi Do not forget your initiative mind to the vast number of rice noodle friends, and always focuses on cost-effective products, the actual situation is that the comprehensive net profit rate of domestic mobile phone brands is basically less than 5%. Even other brand executives bluntly said: "If our hardware profit margin reaches 5%, we will be very happy."

At the Huawei Developers Conference held on April 26th this year, Yang, vice president of Huawei's consumer business software department, also pointed out that in the smart phone market, Apple's market share was 13%, but it took away nearly 66% of the market profit. The market share of China and other manufacturers is as high as 67%, but the profit they share is only 17%. As for each brand, the actual profit rate is pitiful.

You know, in the global mainstream smartphone market, except for two foreign brands, Apple and Samsung, others are domestic mobile phone brands, such as OPPO, vivo, Xiaomi, Lenovo, Yijia, realme, Huawei and so on. So many brands share the profit of 17%, and the actual profit of each brand is very small.

Although Huawei is the only China manufacturer that has entered the mainstream high-end mobile phone market at present, its mobile phone business is faltering due to the sanctions on chip supply, and the market share of high-end mobile phones is declining.

According to the 2020 financial report data released by Huawei, Huawei's global sales revenue is 89 14 billion yuan, its net profit is 64.6 billion yuan, and its net profit margin is only about 7%. Although there is no detailed data on the profit rate of mobile phone products, the estimated situation is similar.

Why is the profit margin of domestic mobile phones so low?

In fact, the material cost of Apple iPhone and domestic flagship mobile phone is not much different. According to Counterpoint's analysis, an iPhone? The material cost of 12 is about USD 4,365,438 +0, which is about RMB 2,800. Xiaomi executives also revealed that Xiaomi 1 1 and iPhone? 12 costs are at the same level. But what about the iPhone? 12 starts at 6299 yuan, and Xiaomi 1 1 starts at 3999 yuan. There is a huge difference in profits between the two.

For such a gap, the author believes that the main reason is that the market recognition of domestic brands has not been effectively improved. Most consumers are accustomed to the high price of Apple's iPhone, but if the domestic flagship mobile phone is overpriced, it will be ridiculed by netizens. Although in the past two years, Huawei has changed the views of some netizens on domestic mobile phone brands by relying on a large number of self-developed technologies and reliable user experience, the overall environment has not changed much.

How do domestic mobile phone brands impact the high-end market?

The main reason for the high profit of Apple iPhone is that its products are positioned in the high-end market, and the premium will be more obvious. If domestic mobile phone brands want to improve their profit margins, the first task is to enter the mainstream high-end market. Although many domestic manufacturers have stepped up their efforts to hit the high-end market this year, the effect is not obvious. The main reason may be that they haven't found their own differentiation yet.

Looking at the smart phones in the mainstream high-end market, we can easily find that they all have many "unique features", such as Apple's powerful A-series processor and clean and smooth iOS system, domestic Kirin chip independently developed by Huawei, unique mobile phone photography platform, smooth and stable software system, Samsung's high-quality display panel and amazing industrial design.

These "uniqueness" can actually be called "moat", but in contrast to other domestic mobile phone brands, there is no so-called "moat" at present.

The author believes that the construction of "moat" needs long-term R&D investment and accurate market research, and it needs to build corresponding "barriers" for the target users with profound technology accumulation, and establish the advantages of "no one has me, no one has me".

However, in reality, when most domestic mobile phone brands hit the high-end market, they still did not break away from the link of purely stacking parameters, or co-branded with other high-end IP, and the homogenization phenomenon was very serious. It seems that few manufacturers have settled down to study core technologies to create a "moat" and strive to improve the user experience.