This year’s mobile phone market can be said to be turbulent. Each company sings its praises and I take the stage, one by one. They are afraid that if the price/performance ratio of their own products is even slightly lower, they will be “beaten” by fellow manufacturers and consumers. However, the most competitive market is still the 3,000 yuan price range, which is also the price range with the largest number of new phones this year. Its product power improvement speed and iterative evolution speed are far beyond Xiaolei's imagination. I could not have imagined it last year. Nowadays, you can buy such a mobile phone for 3,000 yuan.

(Picture source: Xiaomi official website)

For example, in the early years, mobile phones in the 3,000 yuan price range were basically They all use sub-flagship or last year’s old processors, but this year they use the second-generation Snapdragon 7, second-generation Snapdragon 8, Dimensity 9200, Dimensity 8300 Ultra, etc., which can tie them up. Processor for contemporary flagship phone performance. The cheap feel that has been criticized by consumers before has also been greatly upgraded. Various metal middle frames, plain leather back covers, screen-less brackets and other configurations that were previously equipped with flagship phones have gradually been lowered to this price range.

From the rare large memory to the extensive application of process design, to the endless marketing methods, everything is condensed into the word "volume". So, why has the mobile phone market in the 3,000 yuan price range reached this point this year? Is this a good thing or a bad thing for the market as a whole?

Is it really a good thing if the volume is flying?

The 3,000 yuan price range is a relatively "strange" existence in the mobile phone market. Its profit is not high but its sales account for the majority of the entire mobile phone market shipments, that is, We often say small profits but quick turnover. In addition to domestic manufacturers such as OPPO, Xiaomi, vivo, and Huawei, Samsung and Motorola have also deployed many good machines in this price range, which has led to oversupply in the market at this price range, various price wars, marketing wars, etc. There are endless marketing methods.

(Picture source: JD.com)

It is no exaggeration to say that who can win in the 3,000 yuan price range? Whoever establishes a firm foothold and captures the majority will have a say in the entire mobile phone market.

But what is different from before is that mobile phones in the 3,000 yuan price range are not only well-made, but basically any machine has a very high cost performance, and they are also segmented according to the needs of different users.

For example, for those users who are particularly concerned about the gaming experience, Redmi and iQOO have launched cost-effective models such as K and Neo that focus on gaming performance, and use almost all the good steel on the blade. In terms of performance, heat dissipation, screen, and vibration feedback, it is completely unfamiliar to flagship phones, and may even beat its own big brother. Of course, this will also cause its images to be slightly less interesting.

(Picture source: iqoo official website)

Of course not all consumers like to play games, many Female users pay more attention to the performance of taking pictures with their mobile phones, especially portraits. OV's performance in this market is particularly outstanding. The continuous iteration of its Reno and S series proves that they are loved and recognized by consumers. And in order to further expand the gap between themselves and products in the same price range, OPPO and vivo even decentralized their flagship portrait algorithms and other technologies to these series, which can be said to be a proper dimensionality reduction blow.

Of course, there are some extremely good mobile phones. It may not have any advantages in terms of parameters, but it seems a bit difficult to find its shortcomings. The most typical example is the OnePlus Ace series. , and it has also led to a wave of major price cuts for domestic mobile phone memory. Starting from 2023, the 16 512G configuration frequently appears in the 3,000 yuan price range. Some manufacturers even include 24G 1TB storage specifications that are only available on top flagships. Put it at this price.

(Picture source: OnePlus official website)

To put it simply, the reason why mobile phones in the 3,000 yuan price range are so bulky is because the market is large enough and manufacturers are also There are so many that everyone starts to get involved. However, the advantage of this is that consumers can spend less money and buy a more suitable mobile phone.

In fact, from my personal point of view, a mobile phone with a balanced configuration and no obvious shortcomings can provide a longer service life and meet more usage needs. Most of those consumers who are willing to spend 7,000 to 8,000 yuan to buy a flagship mobile phone will immediately replace it after the flagship iteration in the second year. For them, the mobile phone is more like a "hobby toy".

(Photo source: taken by this site)

Since the overall configuration of mobile phones in the 3,000 yuan price range is very balanced, consumers will not compare them too much with new phones. It is obviously more suitable for the public to buy the right mobile phone instead of expensive.

It can be said that the current mobile phone price range of 3,000 yuan has formed a new development pattern driven by the market. It is no longer the same as in the past, just pile up the configurations of the old flagships, and each one has Although it has its own advantages and characteristics, there is still a new question facing mobile phone manufacturers: Can such a huge market really bring back much profit for itself?

The mobile phone market is picking up, and brands are targeting the big pie

According to data released by TechInsights, China’s smartphone shipments in Q3 2023 dropped 5% year-on-year. Although the shipments in the mobile phone market have continued Ten quarters saw year-over-year declines. However, the rate of decline has stabilized, indicating that the market is bottoming out, and TechInsights expects the Chinese market to begin a recovery journey in the next few quarters. Xiaomi Vice President Lu Weibing also said in a related interview that the sales volume of the domestic mobile phone market in 2024 is estimated to return to more than 280 million units.

(Photo source: TechInsights)

In addition, some people in the industry broke the news that due to various reasons in the past few years, The accumulated inventory has been basically consumed, and prices in the industry chain have also begun to increase slightly. Combined with the average three-year replacement cycle of domestic users, 2024 will be the first year for the mobile phone market to recover.

So how can mobile phone manufacturers quickly seize this market? Of course, we start from the market in the 3,000 yuan price range, which is why we have seen in the past two months that almost all mobile phone manufacturers have launched new products in this price range, and there have even been three mobile phone manufacturers holding press conferences on the same day. Even the products they released are almost exactly the same in terms of price and positioning.

(Picture source: Honor official website)

It can be said that after so many years of market baptism, each company The competitive methods of mobile phone manufacturers in core areas are almost the same. In the early days, our impression of mobile phone manufacturers was nothing more than this: OPPO and vivo may not be very popular online, but they are the absolute sales leaders in the offline market, while Xiaomi Honor is making a lot of money in the online market. But now Everyone learns from each other, and each has corresponding products covering multiple price ranges and channels. Marketing methods have also begun to learn from each other, so it gives people the feeling that today's mobile phones are really the same.

However, it should be noted that while mobile phone manufacturers are pursuing scale growth, they must also accelerate the pace of high-quality development. Apple has almost earned more than half of the profits of the entire mobile phone market in the high-end mobile phone market. After the price reduction of its previous models, it can compete with Android phones in the 3,000 yuan price range. Samsung has returned to the number one position in the world. Position, on the other hand, domestic brands are "stuck" in the mid-range market and fighting price wars, while the high-end market is in trouble and can never cross that threshold.

It can be said that there are really not many opportunities left for Xiaomi, OPPO and vivo to try and make mistakes.

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