The domestic mobile phone brand seems to have agreed ahead of time to raise the price of the flagship model to four K to seven K, forcing Apple and Samsung, while Xiaomi, which has always been known for its cost-performance ratio, has also successfully broken through the 5 k mark, and Xiaomi's 10 Pro top version of 5999 yuan marks the Redmi.
Lei Jun and Xiaomi 10 series
Lei said in response,
Ten years ago, Xiaomi, which was born in the sky, pulled down the price of domestic mobile phones almost by itself; today, Xiaomi, which is a heavy tree brand
No way back
In fact ,$1999, this was
Pictures from the Internet
In April 2017, Xiaomi 6, the first one to carry Qualcomm's Xiaolong 835 platform, finally couldn't bear the pressure of cost and raised the starting price by 300 yuan. At that time, Xiaomi was more like a hero forced to go to Liangshan. Some of them were forced to do nothing but raise the price just to cope with the increasingly complex market competition and rising component prices.
February 2019, despite Xiaomi 9 The starting price of $2,999 looks slightly higher, but it is still a cost-effective flagship product, and the price range remains around 3 K, while the Redmi brand (formerly red rice) at that time has just announced its independence and officially opened Xiaomi Redmi dual brand strategy.
Until the second half of 2019 or five G of official business, domestic high-end flagship mobile phones generally maintained prices between three K and four K, with few more than four prices, when domestic mobile phone brands will be more or less cost-effective
5G's success helped domestic handset makers
At present, the mainstream domestic mobile phone brands except Huawei have appeared, mainly including Xiaomi 10 / 10 pro, oppo find x2 / x2 pro, and vivo nex 3S (all 5g versions).
Part of the model JingDong pre-sale page
where Xiaomi 10 contains three configuration versions, the starting price (8 G 128G) is 3999 yuan, the top 12 G 256G is 4699 yuan; Xiaomi 10 Pro also contains three configuration versions, the starting price (8 G 256G) is 4999 yuan, and the top 12 G 256G is 5999 yuan.
OPPO Find X2 series consists of three versions, Find X2. 8G 128G version 5499 yuan ,8G 256G version 5999 yuan, Find X2Pro 12G 256G version 6999 yuan; while vivo NEX 3S only contains two versions ,8G 256G version 499 8 yuan ,12 version 529 yuan.
Overall, the current domestic high-end flagship mobile phone prices are mainly concentrated in the range of 4 K to 6 K, only the OPPO Find X2Pro reached 7 K, overall compared with 4 times the same positioning products higher than 1 K~2 yuan. Maybe someone would ask, it doesn't seem
Direct cause of component cost increase
The price increase of components must be the primary reason for the price increase of domestic high-end flagship mobile phones in the 5g era. There is no doubt about this. At present, it mainly includes four aspects.
First is the increase in the cost of G 5 chips. The dismantling agency TechInsights previously released Samsung Galaxy S20Ultra (12G256G) material cost data show that the cost of the 865 SoC of CellCellon is $81, basically consistent with CellCellon 855. But it doesn't include X55 because of Qualcomm's selling mechanism 5G the price of baseband ($5) and RF RF antenna module ($33), the total package price of the three is actually $140 5, which does not count as patent fees and tariffs (the same as other components below). Among them ,5 G technology patent fees are very complex, including Qualcomm, Ericsson and other manufacturers, including multi-party fees.
Samsung Galaxy S20 ultra material cost (picture from techinsights)
Therefore, the overall cost of Xiaolong 865 5g mobile platform is far more than 150 US dollars, about 1K yuan, which is about one time more expensive than that of the first half of 2019 (5g in China is not yet commercially available) Xiaolong 855 4G mobile platform without X50 baseband.
Secondly, the increase of camera module cost. As one of the most important functions of the smart phone, the quality of the camera has become a key reference factor for consumers to buy the machine.
Samsung Galaxy S20 ultra rear 100 million camera module
TechInsights data show that if the cost of the 865 platform is not combined, then the most expensive component of samsung's Galaxy S20Ultra is the camera module, which includes a rear 100 million main camera, which costs up to $107.5, or about 750 yuan. It is understood that the cost of high-end sensors is about 300 yuan higher than the middle end.
Third, the increase of screen cost. For a long time, Samsung as the main manufacturer of high-quality OLED curved screen smartphones are the most
Nowadays, with the continuous upgrading of cameras, the landing of 5g mobile phones, and the continuous improvement of manufacturing process and production capacity of OLED manufacturers such as Samsung, curved screen is not the most expensive component, but its cost is still not negligible. The cost of Samsung Galaxy S20 ultra curved screen is 67 US dollars, about 467 yuan. Because the AMOLED screens of Samsung mobile phones are all self owned, the cost is much lower than that of Xiaomi and other friends.
Samsung Galaxy S20 ultra curved screen
Consider the Xiaomi 10 series, which carries 90 Hz of high refresh rate screens that cost not only high fixed costs, but also tariffs, patent fees for Samsung, and screen opening fees. The addition of a high refresh rate indirectly led to a continued increase in the cost of samsung's high-quality AMOLED screen, after liu said he had already paid samsung $100 million in screen customization fees at the time of release of the plus 7 series, and its 2 K 90Hz high refresh rate screen did do well.
Fourth, it includes the cost increase of other components in the flash. In a previous report, Morgan Daheng, a market analysis firm, pointed out that the cost of flash memory chips for 5g mobile phones will be 1.85 times more expensive than 4G mobile phones on average. In addition, accessories including capacitor resistance and heat dissipation film materials will also be upgraded due to 5g technology, which requires cost.
The material cost price of Samsung Galaxy S20Ultra is about $528.5 at present, which is about RMB 3687, which is more than a quarter higher than the cost of $420 S10 by the previous generation, which is about $108.5. Similarly, the cost of Xiaomi 10(12 G 256G) is about $440, or about RMB 3070, which is also nearly 25% higher than that of Xiaomi 9 Pro $352.9.
Therefore, regardless of R & D expenses, patent fees, and tariffs, the growth of material costs alone has directly led to the direct growth of high-end 5g smart phones in 2020.
Analysis of other indirect causes
If we carefully calculate the material cost and selling cost of Xiaomi 10(12 G 256G), we will find that Xiaomi today, as Lei Jun said, is getting rid of it
Xiaomi 10(12 G 256G) costs about 3070 yuan, while the domestic price of 4699 yuan, can earn 1629 yuan, although this does not deduct patent fees, research and development fees and other expenses, but this profit is also much more than the former Xiaomi flagship model, so in addition to its own cost increase direct reasons, many invisible indirect reasons are also driving the wave of flagship models in the dark.
For a long time, the real high-end models in smart phones have been firmly controlled by Samsung and apple, two big international companies. One is the ever victorious general of Android camp, and the other is fighting against the whole Android camp on its own. Although Huawei has joined the echelon of the two early, but from the current international market, Huawei's own strength is slightly weak, and the lack of high-end market of domestic brands is deeply rooted.
With the increasing international status of China's smart phone industry, this problem has finally been moved to the table in the early five G era, the replacement period of the four G era and the five become an important opportunity for domestic mobile phones to hit the high-end market, and the cost growth is undoubtedly a good one.
At the same time, the saturation of the domestic market has also made the major domestic manufacturers have turned to the international, but so far domestic manufacturers are still mainly in the middle and low end market, the high end market has little success. At present, a common goal of domestic handset makers may be how to split apple and samsung's more high-end markets in the five G era to tear up domestic handset brands
On the other hand, with the consumption upgrading brought by the continuous improvement of people's living standards, high-quality high-end models have become one of the important options for consumers to purchase machines. If they want to bring excellent flagship experience as much as possible, cost control under cost performance ratio becomes the biggest obstacle, which is why Lei Jun should put down the price limit.
OPPO Find X2 Pro
In the future, the high-end flagship mobile phone market may be, as Lei Jun said, not cost-effective, but still good price. As a matter of fact, while the current price increases G the top five domestic flagship models appear to be much higher, most models still maintain a good character, with only a few products increasing significantly.
Moreover, today's surge in prices that hit high-end markets is loyalty to the brand
However, there is still a big problem in the current price growth: China's 5g business is still in its infancy, and this wave of price growth may make some users keep waiting for the price of high-end flagship models to decline. Recently, a small-scale mobile phone budget research report shows that the number of users willing to spend 56000 yuan on a domestic mobile phone is still a small number, of course, this data sampling may be a little one-sided.
Said so many, the question came, you will choose to buy a price of 56000 yuan of domestic mobile phone?