In the mobile phone market, there is an eternal law: "As long as the price is reasonable enough, any mobile phone can sell well." In other words, cost-effective mobile phones are the way to go. Even the lofty Apple relies on multiple price cuts. The later iPhone XR has made a lot of money in China. Because of this, more and more mobile phone manufacturers have begun to focus on stacking materials, hoping to use the ultimate stacking materials and affordable prices to gain more users.

(Photo source: Apple official website)

In order to further let everyone To understand how fierce the competition in the cost-effective mobile phone market is, the well-known testing software @安TUTU recently announced the cost-effective ranking of mobile phones in various price ranges for September 2023. Xiaolei expected that most of the models would be on the list. But there were also a few dark horses that surprised Xiao Lei.

(Photo source: AnTuTu official)

But the problem Here we go, do you really understand what the so-called "cost-effectiveness" is?

What is cost-effectiveness?

In fact, simply looking at the list released by AnTuTu, we can easily see that the vast majority of consumers’ understanding of cost-effective models is basically just two words. Cheap". The top three on the list, Redmi Note 12 Turbo, Nubia Z50 and OnePlus Ace Racing Edition, are all priced around 2,000 yuan, and their performance is no worse than some so-called flagships. There is no problem that these mobile phones are cost-effective mobile phones.

But to be honest, everyone has different standards for measuring cost-effectiveness. Some consumers think that a mobile phone with a low price and good configuration is a cost-effective mobile phone. There are also consumers It means that the flagship machine has a long service life and does not cost much per year, which can be regarded as cost-effective. For example, many of Xiaolei’s friends will spend more than 10,000 yuan to buy a top-end iPhone, and then use it for three or four years before considering replacing it with a new one. In this way, it actually costs more than 3,000 yuan a year. , it can be said that each has its own reason.

(Picture source: Apple official website)

But in fact it is absolutely Most consumers still prefer the former. After all, according to surveys by authoritative statistics agencies, the price range of 2,000-3,000 yuan is currently the best-selling among domestic mainstream mobile phone manufacturers. It is the lumbar support of each manufacturer's shipments. After all, Most users' demand for mobile phones is "sufficient", and the maximum profit margin of this sufficient is mobile phones priced between 2K and 3K. To put it bluntly, it means getting the best user experience with the least money, which means the highest overall cost performance.

So what other features do these cost-effective mobile phones have besides low price? Xiaolei gives two examples here. Since the Redmi Note 12 Turbo can reach the top of the cost-effectiveness rankings, it naturally proves that its product strength is sufficient. The blessing of the second-generation Snapdragon 7 processor makes its performance no worse than that of other mobile phones priced at 4,000 to 5,000 yuan. 16 The large storage specification of 1TB also gives it the foundation to become a "nail household". In addition, the quality, screen, and charging speed that exceed this price range and the price of more than 1,600 yuan make it worthy of the title of top cost-effectiveness; the same goes for the Nubia Z50 , for a price of more than 2,000 yuan, you can buy the most powerful Snapdragon 8Gen 2 processor in Android and image performance that far exceeds that of competing products at the same price, which is definitely good news for parameterists.

(Photo source: Photographed by Lei Technology)

It can be said that everyone The cost-effective mobile phones in my mind basically meet two characteristics. One is that it has enough strengths in a certain aspect and is acceptable as long as the shortcomings are not particularly obvious. The other is the extremely low price. There is nothing to say about this.

Perhaps in the early days, everyone's impression of cost-effective mobile phones was that "cost-effective mobile phones may be relatively low-end, and others will know that your mobile phone is cheap at a glance." However, with the current With the development of the mobile phone environment, cost-effective mobile phones may no longer be as low-end as traditional ones. Xiao Lei even believes that many so-called cost-effective mobile phones are no worse than some mid-range mobile phones. The texture performance of the Redmi Note 13 Pro that Xiao Lei recently experienced even gave rise to the illusion of "Isn't this a flagship phone?" Therefore, the price-performance ratio is no longer the position that was always squeezed out, but now it has begun to gradually "counterattack".

#In other words, the market for cost-effective mobile phones will only increase as the mobile phone market continues to develop, and manufacturers will pay more and more attention to this part of the market.

Will cost-effective mobile phones be the way out for mobile phone manufacturers?

As mentioned in the previous article, mid-range mobile phones worth two to three thousand yuan are the main force in the mobile phone market and are also one of the important ways for mobile phone manufacturers to quickly establish their own brand image. But this is definitely not the real way out for mobile phone manufacturers, because high cost performance means low profits for manufacturers. Judging from previous statistics from various authoritative organizations, the global shipments of domestic manufacturers such as Xiaomi and OPPO were once higher than those of Samsung and Apple. , but there is a far cry from it in terms of profits, which is extremely unhealthy for the enterprise. After all, low profits mean that it is difficult for manufacturers to invest more funds in research and development. Failure to make ends meet will only cause mobile phone manufacturers to fall into a vicious cycle.

(Photo source: Photographed by Lei Technology)

Therefore, mobile phone manufacturers We still need to focus on the high-end mobile phone market. Although from a consumer's perspective, buying a high-end mobile phone means paying a certain brand premium, only in this way can manufacturers ensure that they can continue to develop new high-end products.

The domestic mobile phone market is no longer the traditional "classical pattern" of mid-range sales, low-end distribution, and high-end storytelling.

Except for a small number of consumers who pursue the ultimate experience, the most important role of high-end phones is to help mobile phone manufacturers gain a foothold in the market with good design, high-end Product marketing methods and pre-sales and after-sales services with user experience as the core are used to enhance the brand value of mobile phone brands in the hearts of users. In other words, it is to build your own reputation and let more and more consumers know your brand.

(Photo source: Photographed by Lei Technology)

In addition to hardware , Xiaolei still has a few opinions on domestic flagships. As the competition in the mobile phone market becomes more and more intense, mobile phone manufacturers will naturally speed up the pace of new product releases. But this will bring about a very serious problem: software updates cannot keep up, causing consumers to still have a "semi-finished product" when they get it, and they may have to wait two months or more to have a complete experience. Even for the top teams, it is not easy to optimize the software to perfection within a limited time.

Xiao Lei personally cannot understand this approach. The overall performance of the phone when it leaves the factory is only 60 points. Even if subsequent upgrades can optimize the experience to 90 points, it will still be Seriously affecting the experience of first-time users. More importantly, we also took a gamble: Can the manufacturer's subsequent optimization meet our expectations? If the promise is not fulfilled for various reasons, consumers will have nothing to do. In the long run, this will greatly increase consumers' distrust of the product.

Obviously, the iterative upgrade speed of the entire mobile phone market is accelerating, but as a non-essential consumer product for people's livelihood, mobile phones do not belong to the market consumption behavior in recent years. Rigid demand, so it is normal for mobile phone sales to continue to decline and slump in the past three years. However, in the face of this situation, mobile phone manufacturers must not be impatient. They must act steadily to survive in the increasingly competitive mobile phone market. Stand firm.

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