in the third quarter of 2015, millet fallen shipments for the first time, easy to master the Chinese smartphone first throne also;In the first quarter of 2016, sales of millet was even come back OPPO, vivo, dropped out of the top five.
this upheaval, that millet blast, step by step on the top of China's smartphone."There is something wrong with millet marketing", "millet offline channel is short board", "Internet"...Opinions vary, but these analyses, mostly based on no data support of intuitive judgment.
from this report, we can see where is the millet out of the question, OPPO, vivo how attracted so many new users, also can see China's smartphone market in a year of dramatic change.
first of all, millet is still the most closely watched besides the iPhone of mobile phone brand.
you can see, in addition to the iPhone, the media reported or favorite millet, everybody also saw the most information about millet, gives the most comments.
but, on the market share, millet has failed to match its attention.
new equipment in 2016, millet's overall share fell by 1.93%, in the 345 cities, but also slumped by 3.33%.
although millet still occupied the position of the third overall share, the share of the TOP 10 models in five models, however, these five models is not a 2016 aircraft, it can only eat in 2015, even 2014 capital.
replacement behavior more embodies the millet is helpless.
in mobile phones the most can reflect the brand loyalty and to attract new users.Apple is one of the best, when iPhone users in mobile phones, more than 50% of people will choose the iPhone;At the same time, from other brand mobile phone in proportion to the iPhone users, than from the iPhone to the brand's high proportion.This is a little round, in simple terms, apple is like a black hole, some flee, but more people are attracted to.
millet is the opposite of apple.From millet percentage of users to other brands, always higher than from the brand into the proportion of millet.Millet became "depot" of other mobile phone brands.
the loss even users, including the original millet millet into models of millet 42%, however, millet users in the phone, only 29% of people will continue to choose millet mobile phone.This ratio, lower than huawei, and lower than the vivo.
in measure for other brand market competitiveness rankings, millet was ranked the second, only higher than the samsung.
when old users no longer stick to the new user quickly leave, a brand is more dangerous.And just millet are faced with such a situation.
young users, millet in the 345 cities being vivo, OPPO eroded.
the report also analyzed the star models into the source, OPPO's flagship phone OPPO R9, the biggest source of flow is millet. buy OPPO R9 users, 18% is millet users.
vivo X7 is also similar, the top two replacement sources, respectively is the iPhone and millet.
so, it concluded that the replacement market in 2016, millet user erosion in vivo, OPPO, has become a typical phenomenon.
these from millet loss in vivo, OPPO users, 46% of young people is 18 to 23 years old, 59% came from the 345 cities.That is to say, millet in the 345 cities, young users are being vivo, eating for OPPO.
why don't these users choose the millet mobile phone?
the report also contains a market survey, for 200000 users, push the recycling effective questionnaire 20000 copies.
according to the survey, when to buy mobile phones, is still a phone prices that users consider the most, followed by the mobile phone brands and functions;And in the use of mobile phones, the user value most, is whether the picture is clear.
on the photo, whether practical experience or marketing influence, OPPO, vivo were superior to millet.Millet to interest in vivo, OPPO user label also verified the results, these users are most interested in label, is the "camera".
specific to the user that the 345 cities, their reading interest of statistics, the report introduces the related information of mobile phone parameters, a second-tier cities users reading quantity is higher than the 345 cities, but in the introduction to the related information in mobile phone experience, the latter than the former.
a conclusion is that for the 345 line users, meet the functional requirements of cost-effective pattern is gradually failure, being photographed, appearance beautiful, etc "perceptual consumption".