Smartphone new product presentation meeting almost every week, the war of attrition began China smartphone maker | Yamane Yasuhiro’s World Mobile Report

Smartphone new product presentation meeting almost every week, the war of attrition began China smartphone maker | Yamane Yasuhiro’s World Mobile Report
Apple iPhone is also a towing role in the world smartphone market.To compete against the new iPhone, which is to be announced every September, rival manufacturers have been constantly launching new products from the end of August every year.This year, however, the Chinese market in 2018 has changed drastically.Companies are no longer attuned to Apple’s movements, and they are launching new products on their own.First of all, let’s look at the rapid growth of OPPO and Vivo in the movement of the Chinese manufacturer in recent years.They introduced large-scale new products in the spring and fall, increasing the number of sales by sending out models that each other strengthened the front camera.OPPO was equipped with a large and small model of the display size, such as “R9” “R9 Plus”, was doing the terminal deployment similar to the iPhone.

Now bite OPPO to the top share of the world.It's been booming in the years.
Now bite OPPO to the top share of the world.It’s been booming in the years.

On the other hand, Huawei, which boasts the second largest market share in the world with Samsung and Apple, has come up with the “P” series in the spring, the “Mate” series in the fall, and the anti-Apple products in the Spring vs. Samsung and autumn.However, it was the model “Nova” that was released in the fall of 2016.Nova was a front-camera-enhanced product that rivals OPPO and Vivo, not the iPhone.In November, the flagship model “Mate 9,” which was announced in the fall of the year, was about one and a half months after the advent of the new iPhone product.

The most smartphones sell every year is the Christmas season from October to December, namely the fourth quarter.In China, November 11 has a big sale as a single day and sells a lot of smartphones.In order to increase the number of sales here, it was a good idea to bump the iPhone against the product and raise the visibility of the product.

But Huawei avoided direct competition from Apple and announced a new product to match it on 11 November.That’s because we had a lot of confidence in the new product.

November 11, the most important in the Chinese market.Began to introduce new products here
November 11, the most important in the Chinese market.Began to introduce new products here

the most important on the Chinese market 11 November.I started to introduce a new product here

In 2017, Furway announced the fall flagship model Mate 10 on October 16.The built-in AI processor is the world’s first chipset “Kirin 970”, the camera is also a willingness to switch to Leica.This Mate 10 was sold explosively in China during the year-end and the new year, while performing the announcement meeting after one month from “iPhone X” announced in Ballyhoo.

In the autumn of 2017, OPPO also announced the “R11s” in November after releasing the summer model in July and without introducing a new product in September.It is a product that can be called iPhone X counter in the model employing the 18:9 wide-size display of the first OPPO.However, the announcement was done by staring at a single day as well as far way.In order to sell their products, it is no longer the case of a strategy that relies on other companies called the iPhone counter model.

The trend was clearly visible in the fall and winter markets of 2018.Apple announced the powerful two models of “iphone XS” and “iPhone XR” in September, but the top Chinese manufacturers did not see any movement to put products against them.In October, Farway announced the “Mate 20” series.The back design which summarizes the three cameras one flash into a square adopts a completely different design from the iPhone, and there is no adjective “like the iPhone” at all.

In addition, Mate 20 series announces four lineup.Whereas the iPhone was “large screen, small screen, spec down” Three models of deployment, Mate 20 series is equipped with a super-wide-angle camera to all models, “Mate 20 Pro” is equipped with a 40 million pixel camera, “Mate 20 “X” is a 7.2-inch oversized screen, “Mate 20 RS” is a brand luxury model collaborated with Porsche design, and product development completely different from the iPhone2018 year model.

The GamePad also includes a 7.2-inch screen Mate 20 X
The GamePad also includes a 7.2-inch screen Mate 20 X

Among them, Mate 20 X was a competitor to Nintendo’s “Switch”, a portable game machine, which was a product description.The target audience is completely different, but there is no such thing as “bigger than the iPhone XS Max”, and the market’s growth has made an appeal for the mobile gaming market.Not only that, but the use of stylus pens also caught a glimpse of the Samsung Galaxy Note series.

At the end of October, when the “Mi MiX 3” of the sliding body was announced, “Magic 2” of the same mechanism was announced immediately from the sub-brand of the Furway and Honor.Both are the world’s first slide mechanism, and it was a new product which also serves as the purpose of appealing the brand power of the maker for a single day.The world’s first dual-sided color display terminal “Nubia X” has also emerged from Nubia (ZTE’s affiliates) this month.The image of the iPhone is not seen at all in these three models, and everything is finished as a product to compete against Chinese rival manufacturers.

Smartphone of slide mechanism that appeared one after another from two companies (Honor Magic 2)
Smartphone of slide mechanism that appeared one after another from two companies (Honor Magic 2)

In December, Vivo announced the dual display smartphone “NEX Dual displays” against Nubia.In addition, Huawei announced the product as “Nova 4” in order to compete with Samsung, which suggested the emergence of a notch-less display terminal with a built-in camera in the display in November.A few hours before the announcement of Samsung’s display-mounted model “Galaxy A8s”, Nova 4 was announced and crowned the world’s first.Huawei also announced “Honor V20” on December 26th, with the same display at the end of Christmas Day.

In this way, Chinese manufacturers can see that they are competing with each other to send out new products one after another.And this is supporting the advancement of Chinese manufacturers.In the old days, Samsung and LG competed to develop mobile phones and smartphones, increasing the number of sales.Huawei also had a big rivalry with ZTE at first.In recent years, OPPO and Vivo fought as rivals and increased the attractiveness of each other’s products.

Apple has a completely different strategy from the product ecosystem in the first place.What Apple sells is not a product, it’s a lifestyle.Moreover, the product development which always considers the satisfaction of the user is done by bringing up the brand carefully.It is difficult for other companies of the Android camp to overcome Apple at the time of relying on Google OS.

The advancement of Chinese manufacturers is a big battle between rivals.
The advancement of Chinese manufacturers is a big battle between rivals.

With the aim of the same product as Apple, China’s Smartizan was forced to change its product development in 2018, worsening management.When Apple was doing well, it would have sold Apple products.But far way has skyrocketed Apple’s second largest share of the world, and it’s waning to see Apple anymore and develop new products.

The Chinese market, which continued to grow steadily every year, has everyplace to grow since 2017, and China’s leading manufacturers are expanding their sales channels outside China, including India and emerging economies.Still, the Chinese market, which is more than 400 million units per year, cannot be ignored.In order to achieve further growth in overseas expansion while maintaining the number of sales in China, it is necessary to send out products that can compete with manufacturers in the same country.

In China, Huawei, Xiaomi, OPPO, Vivo and the four companies were collectively called “Hua Rice OV”.In 2019, a new product presentation will be held almost every week, such as increasing the competition of the Hua Rice OV more violently, not only a big new product, but also the introduction of a minor change model such as Kara Bali and specification changes.As a consequence, it is essential that small and medium-sized manufacturers fall into a corner, and Samsung and Apple are gradually affected.I want to pay attention to what kind of new products will come out, and the Hua Rice OV in 2019.

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