According to data released by HMD, which operates the Nokia brand, its mobile phone shipments reached 60 million units in 2017, of which smartphone shipments reached 10 million. On this MWC2018, it has sold 5 new machines at a time, covering The high-end and low-end markets show a strong battle in the smartphone market. Let's take a look at the related content with the mobile phone editor.
Nokia focuses on the low-end marketLooking back at Nokia’s position as the global mobile phone hegemon for 14 years, it’s the machine-sea tactics. Now, HMD’s operation of Nokia seems to be replicating this way, by offering various price-level products to meet the needs of users at all levels. To win the volume.
In the high-end market, Nokia is still difficult to fight against Apple and Samsung. It seems that it understands this truth. Therefore, the high-end mobile phone Nokia 8 has not been released until now, and the chip is also the high-end chip Snapdragon 835 released by Qualcomm last year. Rather than the high-end chip Snapdragon 845 that Qualcomm just released, in this case, I believe that Nokia 8 is still difficult to open up in the high-end market.
Helping Nokia to get shipments is mainly based on mid-range and low-end phones. Last year, its mid-range mobile phone Nokia 6 was quite successful. From January to September, it only launched the Nokia 6 mobile phone in the Chinese market, with shipments reaching one million. However, the Nokia 7 lacked cost-effectiveness and did not keep up. The trend of the screen led to a sharp price cut in less than two months. This time, the Nokia 7 plus has a significant improvement in price/performance ratio and is a full-screen mobile phone. The benchmark is the Chinese mobile phone brand or has achieved greater success.
In the low-end mobile phone market, Nokia has released Nokia 2, which is priced at around 800 yuan. This time, Nokia 1 will be sold at a lower price. It is widely expected that this phone will target India, Africa and other markets. Nokia's low-cost feature phones are still popular. In 2017, it ranked first in the feature phone market, and Nokia 1 and Nokia 2 became the products that replaced feature phones.
Nokia is a potential threat to Chinese mobile phone companiesIn the past few years, the mobile phone market in the smart phone market is undoubtedly the Chinese mobile phone enterprise, while the Chinese mobile phone enterprise is gradually expanding to the high-end market based on the low-end market, which has increasingly threatened the world's top two mobile phone companies - Apple and Samsung. The return of Nokia to a number of mobile phones will undoubtedly bring greater competitive pressure to Chinese mobile phone companies.
Among the domestic mobile phone brands, Huawei is famous for its sea-farming tactics. The variety of mobile phone models may not even be able to count out its heads. The product coverage is extremely wide. This seems to be the practice of Nokia in the past. Shipments have ranked third in the world and first in the world.
Xiaomi relies on the red rice brand to occupy an advantage in the low-end mobile phone market. Some analysts refer to the position that the red rice accounted for the first place in the domestic market. The OPPO and vivo are mainly in the mid-end mobile phone market, at 2,000 yuan. ~3000 yuan price segment their mobile phone models are often in the forefront of sales, in fact, should not be overlooked in the price range of 1000 yuan to 2000 yuan they also occupy the forefront of sales.
The configuration of the Nokia 7 plus is comparable to the mid-range products of OPPO and vivo. In terms of price, it is 20% lower than them; in Nokia 6, Nokia 7 competes with Chinese mobile phones in 1000~2000 yuan; Nokia 1 and Nokia 2 Competing with Chinese mobile phones in the Indian market is obviously a threat to Xiaomi, which has an advantageous market share in this market. China’s mobile phone market has the first market share. Currently, more than 70% of mobile phones are feature phones. Nokia's return is obviously not good news for the sound.
The author believes that HMD should also launch Nokia 2 with slightly improved performance configuration for the Chinese market. Nokia 2, which currently has only 1GB of memory, is not competitive, but its memory and storage capacity will increase its appeal to Chinese users. China's mobile phone market still has nearly 40% of its shipments of thousands of smartphones. From the situation that Nokia 6 was popular in the Chinese market last year, there are still many users who have a good impression on the Nokia brand.
In conclusion, the author believes that Nokia’s current trend is not a good thing for Chinese mobile phone companies. It directly targets the Chinese mobile phone companies, and Foxconn, which is responsible for the design and manufacture of Nokia mobile phones, is also a company that is a foundry for Chinese mobile phone companies. The characteristics of Chinese mobile phones are obviously bad news for Chinese mobile phones.
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