iqoo, which claims that the "10-minute charging era" is coming, has started to make "big moves". At the new product launch conference at 19:30 on the evening of July 19, it announced the release of the iqoo 10 series, which will lead the mobile phone into a 10-minute fast charging time. The era of fast charging with full power.
It is reported that iqoo 10 is equipped with the Snapdragon 8+ mobile platform and will launch the first 200W ultra-fast flash charge. The iqoo 10 is the world's first Snapdragon 8+ flagship phone with 200W fast charge. The top model of the pro version is equipped with E5 grade LTPO curved screen, 3200*1400 resolution, DC dimming, high refresh rate and other configurations plus 200W fast charging, V1+ image chip super wide area 3D fingerprint, etc.
iqoo, which looks impeccable, has launched a series of fancy marketing slogans such as performance ceiling, heat dissipation ceiling, screen ceiling, and control ceiling early on. Before that, iQOO 9 Pro and iQOO 8 Pro also used the same 2K as IQOO 10. E5 screen, and also label it as a ceiling.
Is the perfect iqoo mobile phone piled up with countless "ceilings" the embarrassing "bragging" king or the king of domestic word-of-mouth cost performance?
Does the domestic "ceiling" actually violate the advertising law?
The term "ceiling" is usually used to describe a high level, which can hardly be surpassed or is difficult to be surpassed, and describes the meaning that has almost reached the top. For example, the ceiling of social interaction, the ceiling of appearance, etc., are the top-level existence and the existence that cannot be surpassed.
In order to prevent the occurrence of malicious marketing and false marketing, the "Advertising Law" strictly regulates the form, content, and terms of advertisements to ensure the healthy development of the market. Article 9 of the "Advertising Law" clearly stipulates the prohibited words, such as "national level", "superlative", "best" and so on. Therefore, when many brands refer to their products, they will use the word "ceiling" to describe their products.
If the 2 KE5 screen of the iqoo mobile phone is already the top configuration of the current Android mobile phone, then how can the Samsung S22 Ultra mobile phone gain a foothold? As we all know, Samsung is not only a mobile phone manufacturer, but also a screen supplier. It has an absolute right to speak in the field of mobile phone screens, especially Samsung is also in the industry's leading position in the research and development of its flagship screen technology.
iQOO 9 Pro, iQOO 8 Pro, and the released iQOO 10 series all use 2K E5 screens. The three generations of models share the same screen. It can be said that there is no progress at all, let alone other product parameters.
It has to be said that in the field of mobile phones, iqoo does not rely on updated and iterative innovative technologies and stable quality control to win, but adopts the "machine-sea tactic" to ensure its market share by continuously releasing new phones. It means that each generation of iqoo mobile phones will not make further expansions in terms of performance or other product parameters, but will only pull out some "gimmicks" in terms of appearance and selling points. In this way, each generation of mobile phones is awkward. Boasting oneself as a "ceiling" is really playing the sidelines of the advertising law, wandering in a gray area and still complacent.
Hidden dangers behind cost-effective sales strategy
At the beginning of its establishment, iqoo advertised itself as "I Quest On and On", implying "incessant pursuit and continuous attack". As a new sub-brand launched by vivo, it claims to have inherited vivo's brand values of "dare to pursue the ultimate and continue to create surprises". From the perspective of the targeted consumer groups, iqoo is mainly aimed at the young generation who grew up with the development of China's Internet. They are people who have a higher demand for mobile phone performance to explore and experience. Progress, and hope to get more people's understanding and recognition.
It is undeniable that in the early stage, iqoo captured the consumption orientation of young people in China by focusing on dream-chasing e-sports, personalized consumption and cost-effectiveness, and opened up a large area of sales channels at a price that young people can accept, but things backfired. What's more, if you are influenced by short-term interests, it will be difficult to realize your dreams, and you will be forced to accept the fact of "overtaking on a curve".
Why is it said that iqoo's cost-effective strategy is flawed? First of all, the price-oriented sales strategy is reminiscent of Xiaomi's marketing strategy: firmly grasp consumers. But it is worth mentioning that the R&D cost of e-sports mobile phones is obviously higher than that of ordinary smartphones. If you want to win the market through cost performance, you will inevitably face problems such as low gross profit margin and poor long-term profitability.
Secondly, when emerging brands expand their markets, they will inevitably increase their publicity and increase the cost of publicity. This also means that at the same price, the profit margin of iqoo will definitely be lower than that of Xiaomi. In addition, iqoo has invested a lot of sponsorship in e-sports events, resulting in iqoo's financial situation is likely to be in a state of loss all the time. This also has to worry about whether it can continue to obtain sales by sacrificing gross profit.
Difficult to go to sea and even more difficult to get out of the circle
In recent years, seeing that there is not much room for mobile phone dividends left, manufacturers are going overseas, transforming and transforming, and some cannot persist in closing down. Although the overall dividend has no room to increase, there are still many subdivided needs that have not been met. Among them, no mobile phone manufacturer dares to take the lead in claiming the number one mobile phone for game users. Perhaps iqoo was born to win the championship.
However, according to relevant data released by Tencent, China currently has at least 495 million mobile game users. Compared with the country's total population of about 1.4 billion, the number of users in the domestic mobile game market has approached saturation. What's more, my country has promulgated a ban on games for minors, so the number of users in the game industry is fixed. Judging from the current education situation and national development, it is difficult to break through the 500 million domestic game users in my country.
Given the domestic market environment that is approaching saturation, it is foreseeable that iqoo will not go well in the overseas market.
On the one hand, due to the impact of the new crown epidemic, the business and political environment of Chinese companies abroad has undergone tremendous changes, limiting their development at sea. From the problem of epidemic prevention and control to the export of products and the integration of the supply chain, all will bring great pressure to the development of iqoo abroad.
On the other hand, because iqoo's current models are mainly aimed at making adaptive adjustments to MOBA games such as "Glory of the King", it pursues technological breakthroughs such as image quality, algorithm processing capabilities, fast and stable charging, and timely heat dissipation. In the foreign game market, the popularity of MOBA is far less than that of shooting games, and the technologies such as anti-shake and precise contact required by shooting games are lacking in iqoo.
The "machine sea tactic" of sacrificing profits to make small profits but quick turnover may have stimulated consumers' novelty-seeking psychology in the early stage, but "lack of stamina" and essentially failing to have a product positioning that differentiates it from other models on the market, iqoo The real market development prospects of iqoo may not be optimistic, but the development prospects of the industry, consumer concepts and industry competition are still extremely cruel, which are also multiple issues that iqoo must face in the future.