At any point of the digital transition,…
In the modern market-cell phone accessories industry, the mad growth of mobile phone giants is Qiao Li’s name for canceling replaceable batteries, memory expansion, earphone jacks and even chargers. They measure the bottom line of customers step by step and catch them in the market for accessories. A lot of sales, but inevitably a commodity that is “degraded” or “incomplete” will suffer a backlash.
Samsung’s Galaxy 21 series phones that recently passed ANATEL certification in Brazil will no longer come with a battery, according to a post from the Brazilian website Tecnoblog. ANANEL from Brazil is similar to the domestic Ministry of Business and Information Technology, and it is safe to assume that the cancellation news is correct.
“Only after hearing this news will “Intelligent Relativity” smile. Samsung has been following the trend and the cancellation of the free charger by Apple is certainly planned. The only thing I didn’t expect was that this time, the speed of light was coming.
Whenever Apple makes a move, it will ridicule it, and then follow up with Apple’s pace, delete the original taunting content after “True Fragrance”, and pretend that it has not happened if it cannot be deleted, making people wonder if Samsung is not. Think of yourself as a player in the entertainment circle-let’s not talk about the positives and the negatives, the heat must be enough, anyway, the Internet has no memory.
The “degradation” history of smartphones and the logic behind it
No memory on the Internet does not mean that all consumers have amnesia. It just so happens that it has reached the end of another decade. It has been ten years since Apple released the iPhone 4, and this decade is also a decade of upheaval in mobile phones. Today, “Intelligent Relativity” will briefly talk to you about the “degraded” components of smartphones and the logic behind their disappearance in the past decade.
The first is the non-removable battery. In the Galaxy S5 era, Samsung relied on the removable battery and used advertisements to show iPhone users as a group of people living against the wall (recharging). For a long time, the iPhone does not support removable batteries. The built-in battery design makes the power bank a must-have when going out, and also makes charging a troublesome and painful thing. I’m afraid everyone has almost forgotten the history of bringing a few spare batteries with you, and the mobile phone being resurrected anytime, anywhere.
However, the manufacturer’s consideration is that the integrated design makes the mobile phone thinner and thinner, and has a higher “face value”-this is very important for consumer-grade technology products. The simple and elegant technological aesthetics will let you The products are more competitive. In the era of practicality, the iPhone 4 stands out among the black big silly phones, and its shape and beauty are indispensable. Many people explain their reasons for choosing iPhone 4: It looks more like a product from the future.
But more importantly, and what manufacturers are unwilling to disclose is that the integrated design can speed up the user’s replacement cycle. After the mobile phone battery is aging, the capacity decreases, the battery life cannot be guaranteed, the peak voltage of the battery decreases, and the performance of the mobile phone decreases. At this time, most consumers will feel that when the old mobile phone is removed and returned to the field, they will choose to replace the mobile phone-even if the battery is replaced, the mobile phone can still last for another two years.
In the case of usage habits and ecological binding, most consumers will continue to use the original brand when changing their phones. Related statistical data also confirmed this point. Take Apple as an example, maintaining brand loyalty above 50% all year round. In other words, more than half of Apple mobile phone users will continue to choose Apple when changing to a new phone. If the old phone is enough, who will pay for the new product?
The same strategy is repeated on storage space. In the name of security, the iPhone has not supported extended storage. Android manufacturers have followed up in recent years. This makes many users who just want to store some photos and videos have to choose a higher-premium large storage version.
The cancellation of the headphone jack and the introduction of true wireless headphones is another gluttonous feast.
In 2016, the iPhone7 series was released, and the headphone jack was cancelled on the grounds of waterproofing and the interface is too old (but Samsung, Sony and other brands of mobile phones with headphone jacks have good waterproof performance). As an alternative strategy, Apple launched Air Pods.
Two years after the release of the first generation, in 2018, with high profits and high sales volume, the annual profit of Air Pods reached 10.8 billion yuan. In contrast, the net profit of Xiaomi’s entire enterprise in the same year was about 8.5 billion yuan.
According to the data in the trategy Analytics research report, the sales of Air Pods in 2019 reached a staggering 60 million units. In just three years, Apple has blown the trend of Bluetooth headsets all over the world, and it has also made a lot of money.
What’s interesting is that Samsung, which once mocked Apple’s lack of a headphone jack at its own product launch, has also cancelled the headphone jack after two years of insistence, and its own wireless headset Galaxy Bus has also been updated for two generations.
Having said that, I believe most readers have already seen the logic behind the degradation-the pursuit of profits by mobile phone manufacturers. Businessmen’s pursuit of profit is understandable, but regardless of consumer experience, they don’t want to win-win, but unilaterally squeeze. Is it really long-term?
“Follow the trend” may become the trend
Returning to the charging head, will domestic Android follow suit this time?
Based on past history, it is hard to imagine that domestic mobile phone brands will not follow this wave. In fact, it is not very accurate to say “follow the trend”. As early as 2015, Xiaomi Lei Jun tried it. The product is no longer equipped with a standard charger, but can be purchased at a discount. But being trapped in market influence is a lack of courage after all, and this matter can’t be stopped amidst resistance and curse.
IDC data shows that Samsung’s global shipments in 2019 were 295 million units, and Apple’s shipments were 191 million units. For them, no matter how small the fly is, it’s meat. If the charger is removed, the cost of each reduction is accumulated Profit in units of billions. The cancellation of chargers by Apple and Samsung this year is not only a long-term consideration of the profit pursuit of accessories, but also a response strategy to the epidemic.
Under the influence of the epidemic this year, transportation costs in the international market have generally risen. According to Liu Youfa, the founder of Huanyu Shunxin Logistics, the most expensive air freight at the moment has reached more than one hundred yuan per kilogram, reaching an unprecedented high in history, and the freight rate is frequently adjusted. The price reported to customers today , Tomorrow the airline will raise prices again, and the result is that the goods received today may have to lose money tomorrow.
Apple and Samsung, which rely heavily on the international market, are manufactured in China and Southeast Asia. According to the understanding of the theory of intelligent relativity, in order to ensure the timely supply and simultaneous sale of new products worldwide, Apple mobile phones are generally shipped by air. According to calculations by related agencies, after the charger is cancelled, the volume of the iPhone 12 box has been reduced by about 50% compared to the previous generation. The iPhone 12, which has a smaller packaging box and a lighter weight, not only eases the transportation pressure of aviation during the epidemic, but also saves a lot of transportation costs.
Cancelling the charger is a very “sweet” decision for them, but for domestic manufacturers, the current motivation to follow suit is still insufficient.
Thanks to the control of the epidemic, the transportation cost of domestic sales, whether online or offline, is not high. The method of reducing packaging and increasing transportation volume is very tasteless and far less than the impact of word-of-mouth loss.
On the other hand, in the case that the battery capacity has not been broken for a long time, and the requirements for battery life are getting higher and higher, increasing the charging power is an important competition point for domestic mobile phone manufacturers. The charging power of domestic high-end mobile phones has come to 65w, 100w, or even 120w. High-power charging often requires special wires and adapters. If canceled, this part of the cost will be passed on to consumers, reducing product competitiveness and losing out. The low-end and mid-end are often price-sensitive, and it may be unacceptable for consumers to purchase their own chargers in a short time.
Therefore, in a short period of time, it is not realistic for domestic products to follow the trend. After all, three years after the iPhone canceled the headphone jack, there are still many phones still standard. But in the long run, when the tolerance of the entire market reaches a higher level and high-power chargers are gradually popularized, due to the pressure of cost and environmental protection, domestic manufacturers may also cancel the complimentary chargers. At that time, I am afraid it will only save more face for Apple. After all, whether it is good or bad, Apple has once again become the leader of “innovation”.
This time, whose chance?
Mobile phone manufacturers have had great success in the field of accessories, but this time, I am afraid that there will be different results.
First of all, the battery, headphone jack, storage, etc. are all integrated on the mobile phone. When the manufacturers cancel or change jointly, consumers actually do not have much choice. It’s nothing more than swapping left and right hands.
There are still some differences in accessories, and there are actually many options for wireless headphones. After Apple pioneered the trend of wireless headsets, Samsung, Huawei, OPPO, etc. also joined the battlefield early, and traditional headset manufacturers such as Edifiers were not to be outdone, and new products appeared frequently. It’s just that the prices of these products are concentrated below 1,000 yuan, and the price of the higher-priced Samsung Galaxy Bus is barely the same as the basic Air Pods. Apple has taken more than 70 profits with a market share of more than 50%. At least in the status quo, there is no substantial threat to Air Pods from other manufacturers.
Air Pods play the same way as the iPhone. They are both innovative leaders and excellent user experience: Apple’s family bucket seamless linkage, user-friendly operation, good noise reduction effect, and recently launched with IOS 14 Features such as stereo surround sound. In addition, relying on the fashion attributes promoted by the Apple brand has created a situation where Apple eats meat and other players eat porridge.
The success of Air Pods is the success of technology and brand.
Unlike wireless headphones, the charger is a purely instrumental product. For consumers, as long as it is safe, durable, and charging speed up to the standard, it will fully satisfy the user experience. For a tool product with low brand loyalty and low characteristics, the price will become the most worthy factor to consider when the experience is almost the same.
In terms of price, it is a specialty of third parties that focus on accessories. Taking Green Alliance as an example, the same 20W charger, the official iPhone price is almost three times that of Green Alliance, and there is almost no difference in the experience of the two. The Greenlink 65W charger only needs half the price of Apple’s 20W.