vivo has just released iQOO Pro 5G version of the handset, priced as low as 3799 yuan, is by far the cheapest of the domestic mobile phone market 5G. It has been criticized for high prices with low vivo, since last year changed the style, continue to introduce cost-effective mobile phone, for glory and red rice to attack, this is the number of mobile phone brands among the cheapest 5G phone released, act as a price the role of the killer, which is why?
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In the past, rely mainly on OPPO vivo and offline channels to sell mobile phones, due to the high cost leads to their sales of mobile phones is much higher than the price of millet and glory, but many have to configure low, which has been criticized for the low with the high prices, but since last year vivo but a change in this practice, continue to introduce cost-effective mobile phone, and glory, and millet price competition.
Huawei squeeze worsening
Since 2017, Huawei's share of the smartphone market in China continues to rise, according to market research firm IDC released the second quarter of this year, China's smart phone market share ranking, Huawei's market share has reached 37%; only in the top five among Huawei to achieve growth and Huawei shipments growth rate as high as 27%.
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Huawei's rapid rise in mobile phone market share in the Chinese market, is due vivo, OPPO, millet and Apple's market share have declined, the data in the second quarter showed their shipments fell 8.2%, respectively, 13.9%, 19.3%, 6.2%, showing that Huawei is this four mobile phone companies to snatch market share, Huawei to bring them under increasing pressure.
In the high-end mobile phone market, Huawei P series and mate system to capture, AI and other innovative technological breakthrough, Huawei since last year has been dominated by the world's first camera phones, until recently launched Samsung galaxy note10 beyond Huawei, Huawei is expected but upcoming mate30 Pro will regain the world's strongest name shooting performance of mobile phones, especially the recent US influence factors help Huawei in China high-end mobile phone market, Apple continues to snatch market.
在线上手机市场，华为在2013年学习小米推出的互联网品牌荣耀已在2017年一季度超越小米，成功逆袭师傅；在线下市场，华为在2016年推出千县计划强化渠道建设，同时推出Nova品牌对标OPPO和vivo。华为的这些策略给小米、OPPO、vivo均造成了冲击，今年二季度的数据显示出后三者似乎已无力应对华为的压制。
面对这种不利的局面，小米、OPPO、vivo均试图调整自己的策略以改变被动的局面，而vivo自去年开始就持续推出性价比手机，试图以价格战突围。
vivo向价格杀手转变
vivo去年试图冲击高端手机市场，推出了售价近5000元的NEX手机，其采用升降摄像头、屏下指纹识别技术等获得了极高的屏占比，前面板几乎是一整块屏幕，然而升降摄像头、屏下指纹识别技术等迅速被竞争对手用于2000元以下的手机，NEX并未能助它站稳高端手机市场。
vivo之后推出性价比手机Z1，让人意外的是Z1上市即热销，推动它在去年二季度取得了出货量同比增长三成的成绩，成为该季度增速最快的手机企业，随后更在去年三季度夺得首次超越OPPO的成绩，在性价比手机市场所取得的成功吸引它不断加大力度，到今年更推出性价比手机品牌iqoo。
iqoo的首款手机在配置方面对标小米9，定价方面则延续了Z系的定价策略，即是比小米稍低，以此吸引消费者，事实证明它的这一策略相当成功，iqoo手机上市以来一直受到市场的关注，消费者和媒体也经常拿iqoo与小米9做对比，大大提升了vivo在线上手机市场的曝光度。
今年6月工信部正式向国内三大运营商发布5G牌照，中国移动预计最快下个月就在部分城市提供5G服务，5G手机逐渐被热炒。在手机企业纷纷希望增强自己的品牌号召力之际，众多手机企业自然都希望夺得第一的名号，尝到了价格战甜头的vivo这次推出的iqoo Pro 5G版就夺得了当下最便宜5G手机的名号，显示出了它的价格战杀手本色。
Forcing vivo ruthless price war, in addition to Huawei squeeze, but also with the cold Chinese smartphone market is related to the second quarter data show that China's smart phone shipments fell 6%, this is the Chinese smartphone the market for nine consecutive quarters of decline, while Huawei shipments are still growing, millet, OPPO, vivo nature of space is further compressed in order to break through in vivo will only continue to go the way of the price war.
Bai Ming Technology believes in vivo after the immediate concern 5G handset prices low, the price of millet as the core competitiveness is bound to further 5G phone's immediate concern new low price, these mobile phone companies under the flame, perhaps 5G mobile phone operators expect to reduce about 3,000 yuan is expected to become a reality at the end of this year.
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Bai Ming Technology BMtech007