2020-11-11

High-end 5G phones are out of stock, iPhone 11 dominates Double 11, three dark horses counterattack

By yqqlm yqqlm

The annual Double 11 e-commerce carnival is coming to an end. For now, the mobile phone lists of major e-commerce companies have basically locked the”final rankings.” Nandu reporter combed and found that among the major e-commerce platforms on Double 11 this year, the iPhone 11 has always been the most popular mobile phone model, ranking first on JD.com, Tmall and Suning.com. In terms of popular brands, Apple always dominates the first place. Huawei ranks second on JD.com and Suning.com. However, on Tmall platform, Xiaomi surpassed Huawei and squeezed into second place.

Statistics by Southern Metropolis reporters found that after a year of commercialization of 5G, sales of 5G mobile phones have officially overtaken 4G mobile phones. . However, during Double 11, most of the most popular 5G mobile phones are in the price range of 1,500 yuan to 2,000 yuan. As of 18:00 on November 11, in the TOP20 list of cumulative sales of single product on JD.com Double 11, there are 6 models of 5G thousand yuan machine, of which Realme V3 is as low as 999 yuan.

The two ace series are out of stock. Apple 11 becomes the”first replacement”

The reporter from Nandu combs the mobile phone lists of major e-commerce platforms It was found that during the Double 11 this year, the three major brands of Apple, Huawei, and Xiaomi dominated the top 3 mobile phone hot selling lists on each platform. Among them, the JD Double Eleven mobile phone rankings are:Apple, Huawei, Xiaomi, Honor, vivo, Tmall mobile phone list is:Apple, Xiaomi, Huawei, Honor, vivo, and Suning Wukong list shows:Apple, Huawei, Xiaomi, Honor, and vivo occupy the top five.

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In fact, in the second half of this year, the iPhone 12 series and Huawei Mate40 series are the most anticipated new 5G phones by netizens in the near future. But perhaps due to supply chain issues, both companies postponed their releases. Although these two popular models were finally announced before Double 11, the production capacity obviously could not keep up with the market demand. This led to the iPhone 12 series and Huawei Mate 40 series on the shelves of several major e-commerce platforms during the Double 11 period. The figure of the model.

The Southern Metropolis reporter noticed that during Double 11, with the enthusiasm of consumers, the two flagship series mentioned above were all out of stock. Last week, Tmall even removed the iPhone 12 and iPhone 12 Pro. The iPhone 12 Pro on the JD platform has not been in stock. Pinduoduo did not officially launch the iPhone 12 series until the day before November 11. In contrast, Huawei’s Mate40 series is more severely out of stock than the iPhone 12 series, and it was almost robbed as soon as it was put on the shelves.

A Guangzhou supplier told Nandu reporter:“Now Huawei Mate40 is hard to find, and you have to add more than 1,500 yuan to get the goods.” According to JD’s big data, within the first 10 minutes of Double 11, Huawei mobile phones The turnover increased by more than 100%year-on-year, and the turnover of Huawei Mate40 series exceeded 100 million in 7 seconds.

The absence of the two flagship series eventually caused consumers to shift their consumption hotspots. The iPhone 11, which went on the market last year, became the most popular”alternative.” From the first day of the Double 11 promotion, the iPhone 11 has firmly occupied the best-selling models in the mobile phone category of all major platforms. Southern Metropolis reporters found that this may be related to the promotion of major platforms.

On JD.com, the iPhone 11 starts at 4399 yuan. If you apply for a trade-in or operator contract, the minimum is 979 yuan (24-month contract period, and a minimum monthly consumption of 598 yuan). Looking at the monthly tariff package of 188 yuan, it only costs about 3,000 yuan to get it. On Pinduoduo, the bare iPhone 11 is only priced at 4,099 yuan. If you grab a limited-time coupon, the final price will only be 3799 yuan.

Although the iPhone 11 does not have 5G functions, many netizens believe that the iPhone 12 is not a big upgrade compared to the iPhone 11, and compared with the price of 5499 yuan when the iPhone 11 was released, the current price is impressive Feel”more fragrant”. At present, thanks to the hot sales of iPhone11, most of Apple’s cumulative sales and sales of major platforms occupy the first position.

In addition, Xiaomi is the biggest winner of this Double 11 promotion after Apple. It is reported that within 5 minutes after the launch of Double 11, the turnover of Xiaomi mobile phones has increased by more than 10 times year-on-year. In JD’s 11.11 mobile phone hot sales list, Xiaomi has always been in the second position in the ranking of cumulative sales of various brands; but in the list of cumulative sales of brands, Xiaomi ranked first.

A survey by Nandu reporters found that the main reason for Xiaomi’s outstanding performance on Double 11 this year was the hot sale of the Redmi series. For example, on the JD platform, among the top 20 best-selling items, Redmi occupies 8 seats, and 6 of them squeezed into the top 10 ranks. Among the best-selling models, Redmi occupies half of the country, and Redmi K30 ranks second after the iPhone 11.

In response to this, Xiaomi responded to the Southern Metropolis reporter saying that this year the company launched several hot products, such as the Redmi 10x that brought 5G mobile phones to the 1,500 yuan range for the first time, and the Redmi K30 Extreme Commemorative Edition released on the 10th anniversary. , These hot-selling models are relatively strong. Next, Redmi will still adhere to the iron law of extreme cost-effectiveness.

5G mobile phones occupy the absolute mainstream next year, the price will continue to drop

According to JD.com, 5G mobile phones are very popular this year. Double 11 starts only 10 minutes, 5G Mobile phone turnover increased by 15 times year-on-year. According to the TOP20 cumulative sales of single products on the JD Double Eleven mobile phone rankings, 5G mobile phones occupy 13 places, and non-5G mobile phones only occupy 7 seats. This also shows that after the first anniversary of 5G commercial use, 5G mobile phones have become the consensus of consumers.

This is undoubtedly driven by my country’s vigorous development of 5G infrastructure this year. According to data from the China Academy of Information and Communications Technology, my country’s newly built 5G base stations are growing at a significant rate. Currently, more than 690,000 5G base stations have been built and opened. 566,000 have been opened. Take Guangdong as an example. Not long ago, the Guangdong Provincial Department of Industry and Information Technology stated that it will achieve 5G network coverage in all towns in the Pearl River Delta region and counties in the eastern and western Guangdong regions within the year, and will build the Pearl River Delta into the country’s first 5G urban agglomeration.

In addition, the Guangdong Provincial Government will continue to increase investment targets for 5G construction. On November 5, the Provincial Government issued the”Three-year Implementation Plan for Promoting New-type Infrastructure Construction in Guangdong Province (2020-2022)”, said to support basic telecommunications companies with 5G SA (independent networking) as the goal, and accelerate the establishment of 5G SA core network. By 2022, the province’s 5G site sites will reach 350,000 (including reserve sites), a total of 220,000 5G base stations have been built, and the number of 5G users in the province will reach 60 million.

The improvement of infrastructure has given mobile phone manufacturers greater confidence to bet on 5G mobile phones. On October 30, the 2020 third phase of the domestic mobile phone product communication characteristics and technical capability monitoring report released by the China Academy of Information and Communications Technology showed that 141 mobile phone products applied for access to the network in the third quarter of this year, of which 77 5G mobile phones, the proportion of models 54.61%. The overall domestic mobile phone market shipped 72.542 million units. Among them, 5G mobile phone shipments accounted for 60.8%.

In addition, the falling price of 5G mobile phones is also the main reason for consumers to let go of their wallets. Compared with last year’s 5G mobile phones that cost more than 5,000 yuan, the price of this year’s models is more”friendly”. Especially in the second half of this year, the price of 5G mobile phones began to drop to around 1,000 yuan. For example, Redmi and Realme launched products in this price range. The 5G mainstream models of Huawei, OPPO, and vivo have also reduced their prices to the range of 1500-2000 yuan, which also reduces the burden on consumers for early adopters of 5G networks.

On November 10, Chen Fengwei, deputy general manager of China Unicom’s Terminal and Channel Support Center, revealed that there will be an imbalance between supply and demand in the entire industry chain in 2020, and many components will be out of stock. The thousand-yuan 5G, which was originally scheduled to be launched on a large scale in the fourth quarter of this year, will be postponed by about one quarter. He predicts that the 5G terminal sales penetration rate will reach 70%-75%by the end of this year. In 2021, the market share of 5G mobile phones will rise steadily, with a penetration rate of over 90%, and shipments of approximately 360 million units. At the same time, in the plans of chip manufacturers next year, the chips of domestic thousand-yuan phones will basically no longer use 4G chips, and most of them will use 5G chips. Therefore, in the mobile phone market next year,”it is not a question of whether users want to choose the previous-generation standard mobile phone, but that among mobile phones above 700 yuan, users can only buy 5G mobile phones.”

The mid-range price is no longer the flagship, and the C2M model is popular

The Southern Metropolis reporter also noticed that most of the top-selling models on Double 11 in previous years were concentrated in the range of 2,000 yuan to 3,000 yuan. The range is also a mid-range model that major manufacturers are struggling to compete for share. As far as the current situation is concerned, only IQOO Neo3, Redmi K30s Extreme, and IQOO Z1 are among the top-selling mid-range models in previous years. Even if they are included in the price range of 3,000 yuan-4,000 yuan, the ones on the list are also on the list. There is only one Mi 10. Instead, there are four flagship phones above 4000 yuan:iPhone 11, iPhone 12, Huawei P40 Pro, and Huawei Mate40 Pro. According to industry insiders, in addition to the iPhone 11 ranked first because of its ample supply, the other three low-ranking models are mostly due to insufficient supply.

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Another noteworthy thing is that during Double 11, most of the most popular 5G mobile phones are models in the price range of 1,500 yuan to 2,000 yuan. Among the TOP20 cumulative sales of single products on JD.com’s Double Eleven, 12 models are on the list with thousands of yuan machines, among which Redmi and Realme are the most popular ones. According to realme insiders, realme Q2 sold 300,000 units during Double Eleven.

“We are prepared. The company has high expectations and strong confidence in the performance of Double 11 this year. Our goal is to reach the top 5 of the brand sales list.” realme Vice President and President of Global Marketing Xu Qi said in an interview with Narada reporter that the Q2 series will also be one of the main products during the Double 11 promotion.

JD.com revealed that based on the C2M reverse customization model, JD.com has launched a series of gaming phones this year with mobile phone manufacturers such as Realme, Redmi, and Black Shark. According to the regional data released by JD.com on November 10, the consumption growth of college students in Guangdong has been higher than the provincial average by more than 20%since November 11 this year, and the consumption of these students is concentrated on mobile phones and computers. Thanks to the consumption of student groups, the transaction volume of gaming mobile phones also achieved a remarkable year-on-year increase of 300%.

Except for the student group, other users agree with C2M reverse customization of mobile phones. According to the JD Double Eleven mobile phone rankings, the cumulative sales of the Redmi K30 Speed ​​Edition ranked second, and the third-ranked realme Q2 was also a reverse customized mobile phone for C2M. According to JD.com, from the zero-point sales highlights on November 11, the 5-minute turnover of Xiaomi mobile phones and realme mobile phones has increased by more than 10 times year-on-year.

Communication expert Xiang Ligang told Nandu reporters that the sales of flagship phones are indeed not as good as the low-end. Mid-to-low-end mobile phones have always been the most popular, and most of them are this type of mobile phone.

Production:Nandu Business Data News Department

Writer:Nandu reporter Kong Xueshao

Coordinator:Zhen Qin and Tian Aili