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高筑墙,广积粮手机大厂打响5G军备赛
2020-03-01 15:15  www.ypublico.com

2019年被称为5G元年,所有厂商都开始面向5G积极排兵布阵。但对于广大用户而言,5G的换机时机还没有到来。所以一面是厂商的喧嚣,一面是用户的观望。

In 2019, known as the first year of 5G, all manufacturers began to actively deploy to 5G. But for the majority of users, the 5G switching time has not come. So on the one hand is the noise of manufacturers, on the other hand is the wait-and-see of users.

从通讯行业的变迁历史中我们发现,4G到5G的更迭不仅是网络的简单升级,对于行业来讲意味着要重新洗牌。“5G初期的竞争焦点并不是市场份额,而是品牌与5G相关性。

From the changing history of the communications industry, we find that the change of 4G to 5G is not only a simple upgrade of the network, but also a reshuffle for the industry. 鈥淭he initial competitive focus of 5G is not market share, but brand-to-5G correlation.

在变革前期,一切仍不明朗,更需要洞察趋势的流向。1月8日,风潮2020巨量引擎手机未来趋势峰会召开,会上巨量引擎发布了《等风来——2019年巨量引擎手机行业白皮书》(以下简称《白皮书》)。这份《白皮书》从多个数据维度还原了十数亿手机用户的真实兴趣,为焦灼中的手机大厂提供了一些破解存量市场的“抓手”。

In the early stages of change, everything remains unclear, and more insight into the direction of trends is needed. On January 8, the 2020 Summit on the Future Trends of Mobile Phones, at which the massive engine released its \"White Paper on the 2019 Big Engines Mobile Industry \"(hereinafter referred to as the\" White Paper \"). The white paper restores the true interest of hundreds of millions of mobile phone users from multiple data dimensions, providing some \"grip\" on cracking the stock market for scorching mobile phone factories.

因为用户的观望心态,5G换机潮并没有很快到来,2019年手机市场依然延续了负增长。虽然行业整体呈现供需皆低迷的态势,但并非一潭“死水”,内部仍然暗流涌动。

Because of the wait-and-see mentality of users, the 5G switchboard wave is not coming soon, and the mobile phone market continues to grow negatively in 2019. Although the industry as a whole, supply and demand are depressed trend, but not a pool of \"stagnant water \", the internal still undercurrent surging.

2019年,手机厂商的竞争进一步向头部几家聚拢,所以头部大厂的对抗已经更为直接。为瓜分更多的市场份额,各大品牌开启了“打群架”的模式,除了主品牌,子系列、子品牌、子公司一起上(参见懂懂笔记的《手机巨头进入“打群架”阶段,谁会城门失火》)。“打群架”的结果,就是各大厂商的信息量汹涌而来,新品不断、动态连连。

In 2019, competition from handset makers has moved further toward the head of several companies, so the head of the factory has become more direct. To carve up more market share, the major brands opened the \"fight group\" model, in addition to the main brand, sub-series, sub-brands, sub-brands, subsidiaries together (see notes of the \"mobile phone giant into the\" fight group \"stage, who will fire the gate). The result of \"group fight\" is that the information of each major manufacturer is surging, new products are constantly and dynamically.

其实,厂商的种种动作都是在提前布局,暗暗蓄势,为最终的5G之战高筑围墙。从《白皮书》中,我们看到这样几个明显的趋势。

In fact, the manufacturer's various actions are in advance of the layout, secretly ready to build a wall for the final 5G battle. From the White Paper, we have seen several such clear trends.

首先,一个高筑围墙的方式是品牌的高端化。无论是全球还是中国市场,手机的竞争都聚拢到头部的几个厂商,可以说是巨头之间的博弈。到这个阶段,竞争初期的“一招鲜”已经失灵,厂商势必要走高端,建立品牌长久的影响力。

First of all, a way to build a high wall is to brand high-end. Whether it's the world or the Chinese market, the competition for mobile phones has gathered in the head of several manufacturers, can be said to be a game between the giants. To this stage, the initial stage of competition \"a fresh\" has failed, manufacturers are bound to go high-end, brand building long-term influence.

目前各家的高端化举措主要分为两种,一是发布概念机,此类机型应用大量黑科技,且不以走量为目的,主要是通过“秀肌肉”树立品牌在消费者心里的高端形象;二是发布高端旗舰机,以卓越的性能及合理的价格,尽可能占据高端市场。

At present, the various high-end measures are divided into two main types, one is the release of concept machines, such models apply a large number of cool techs, and not for the purpose of walking volume, mainly through \"muscle\" to establish a brand in the high-end image of consumers; the other is to release high-end flagship machines, with excellent performance and reasonable price, as far as possible to occupy the high-end market.

另外一个筑墙的方式,就是厂商都在纷纷回归技术与产品本身。我们知道,用户越来越成熟,换机周期也在拉长,用户对产品更为挑剔,因此所有的竞争原点都要回归产品本身。

Another way to build a wall is for manufacturers to return to technology and products themselves. We know that the user is becoming more mature, the switching cycle is also lengthening, and the user is more picky about the product, so all the competition origin should return to the product itself.

从《白皮书》的数据来看,手机功能“军备竞赛”由配色、联名款这些表面功夫转至芯片、拍照等更为实际的领域。

Judging by the white paper, the \"arms race\" of mobile features has shifted from color matching and co-branding to more practical areas such as chips and photos.

在2018年中,手机屏幕、拍照及配色/联名成为各大品牌的重点宣传方向,1月至11月TOP10热门功能中此三项占比近70%。2019年,各品牌竞争的领域中,屏幕依然是重点,但配色与联名已不再重要,取而代之的是拍照功能占比增加以及芯片竞争的加剧。

In the middle of 2018, mobile screen, photo taking and color matching \/ co-branding became the key publicity direction of the major brands, and these three items accounted for nearly 70% of the top10 popular features from january to november. In 2019, screens remain the focus of competition among brands, but color and co-branding are no longer important, replaced by increased photo-taking and increased competition for chips.

仅看拍照,各个厂商在这方面都做足了功课,都是以专业团队进行研发突破,从单纯的像素之争发展至多镜头、AI、夜拍、防抖等领域,各种奇招、各种概念频出。从调研机构IDC的观察来看,拍照已经成为智能手机的核心卖点。

Only look at the photo, each manufacturer has done enough homework in this area, are to professional team to carry out R