Editor's note:

  The National Day holiday is also a "Golden Week" for consumption.

In the current context of stabilizing the economic market, consumption is an important driving force for economic growth.

During the long holiday, reporters from Securities Times walked into the front line, felt the consumption fever of Golden Week in person, and launched a series of reports on "National Day Consumer Visits" for readers.

  On the first day of the National Day, the reporter came to Shenzhen Yitian Holiday Plaza, where a number of offline flagship sales stores of mobile phone brands are gathered.

In the store, it was crowded, and consumers gathered around the new models just launched to experience the new functions in person.

  Since the beginning of this year, the sales data of the mobile phone industry has not been very satisfactory. According to the data of the China Academy of Information and Communications Technology, in the first half of this year, the domestic market shipped a total of 136 million mobile phones, a year-on-year decrease of 21.7%, of which 5G mobile phone shipments were 109 million units, a year-on-year decrease of 100 million. Down 14.5%.

  With the launch of new mobile phones from popular brands such as Huawei and Apple, the market has more expectations for the recovery of mobile phone sales.

Some models that are popular offline and online require reservations

  "I have planned to change my phone before, and my current preferred intention is Huawei's Mate 50 Pro. Just in time for the National Day holiday, I went to Huawei's offline store to see the physical phone. If it is suitable, I am ready to start." One A post-90s consumer told reporters.

  The Mate 50 Pro is a new mobile phone product released by Huawei on September 6, 2022. It will officially go on sale on September 21, 2022, and it has attracted the attention of consumers as soon as it is launched.

  The Huawei mobile phone store located in Shenzhen Yitian Holiday Plaza has attracted many consumers with newly launched products such as the Mate 50 Pro.

The staff in the store told reporters that there is only a small amount of Mate 50 Pro in stock at present, and most models can only be purchased by appointment.

  In Yitian Holiday Plaza, there is also Apple's only retail store in Shenzhen.

It has also become one of the relatively lively areas of the mall.

  Similar to Huawei, Apple has recently launched new models.

Apple staff told reporters that at present, there are some differences in the popularity of the new models that have just been launched. Among them, the iPhone 14 Pro needs to make an appointment and wait for 3 to 4 weeks.

Mobile phone manufacturers launch a number of purchase discounts

  Since the beginning of this year, due to multiple factors, mobile phone sales have declined.

  On September 13, the China Academy of Information and Communications Technology released an analysis report on the operation of the domestic mobile phone market in July 2022.

The report shows that in July 2022, the domestic market shipped 19.908 million mobile phones, a year-on-year decrease of 30.6%. Among them, 5G mobile phones were 14.672 million, a year-on-year decrease of 35.7%, accounting for 73.7% of mobile phone shipments in the same period.

From January to July 2022, the total mobile phone shipments in the domestic market totaled 156 million units, a year-on-year decrease of 23.0%. Among them, 5G mobile phone shipments were 124 million units, a year-on-year decrease of 17.7%, accounting for 79.3% of mobile phone shipments in the same period.

  In July 2022, 22 new mobile phone models were launched in China, a year-on-year decrease of 15.4%, of which 9 were 5G mobile phones, a year-on-year decrease of 18.2%, accounting for 40.9% of the number of new mobile phone models listed in the same period.

From January to July 2022, a total of 223 new models were launched, a year-on-year decrease of 6.7%, of which 121 were 5G mobile phones, the same as the same period last year, accounting for 54.3% of the number of new mobile phone models listed in the same period.

  Trade-in subsidies, direct price cuts, interest-free installments, gift earphones, gift points... The reporter found that many mobile phone manufacturers also launched relevant preferential measures during the National Day Golden Week to boost sales.

  Huawei's official website shows that P50, nova 8 SE, nova 9 Pro and other models have direct limited-time cash discounts.

  In terms of Xiaomi, the 12S full version is discounted by 200 yuan for a limited time, and it is only 4099 yuan, and there are also activities such as interest-free installments and gifts.

  Experts are generally optimistic about the mobile phone market in the second half of this year.

Market analysis pointed out that in the first half of this year, due to the impact of the epidemic and the global economic downturn, the overall mobile phone market was weak, and consumer demand tended to be cautious, resulting in consumers' low willingness to change phones and a decline in domestic mobile phone sales.

Domestic mobile phone manufacturers are mainly adjusting orders and clearing inventory. At the same time, the update degree of mobile phones is not obvious, which leads to insufficient motivation of consumers to replace and prolong the replacement cycle.

  Looking forward to the second half of the year, as the destocking of mobile phone manufacturers and electronic supply chain companies is coming to an end, superimposed on the improvement of the epidemic situation and the introduction of favorable policies by local governments to stimulate the economy, coupled with the release of new products such as Huawei and Apple in the fall, domestic mobile phone consumer demand is expected to recover.

Mobile phone manufacturers focus on product iteration and folding screen as the main direction

  Under the background of optimistic market recovery, various mobile phone manufacturers have also increased their efforts in product upgrades and iterations.

Among them, folding screen mobile phones have become the main direction of attack.

  In the case of declining industry sales, the folding screen provides consumers with a differentiated experience in a new form, which is loved by consumers.

  The latest report released by CINNO Research, a market research organization, shows that in the second quarter of this year, the sales of folding screen mobile phones in the Chinese market reached 587,000 units, a significant increase of 132.4% year-on-year;

Folding screens are showing rapid growth, and annual sales are expected to exceed 10 million units around 2024.

  Market research firm Counterpoint Research predicts that in the second half of this year, mobile phone manufacturers will launch four or five new foldable mobile phone products.

It is expected that this year, shipments of China's folding screen mobile phone market will increase by 225% year-on-year to 2.7 million units.

  The reporter learned that in the second half of the year, many manufacturers have launched or planned to launch a variety of folding screen mobile phones.

  Among them, in August, Samsung released its fourth-generation folding screen flagship Galaxy Z Fold4 and Galaxy Z Flip4.

Xiaomi also launched the second folding screen mobile phone - Xiaomi MIX Fold2, which adopts Xiaomi's self-developed micro-droplet shape hinge, and the crease is better controlled.

Motorola also released a new generation of folding screen mobile phone moto razr 2022 in August. It adopts the third-generation star orbiting shaft, which is not easy to produce creases and supports multi-angle hovering.

On August 31, ASUS also released the Zenbook 17 Fold, the world's first large-size folding notebook.

  There are also some manufacturers' new folding screen machines that are already in stock.

Honor CEO Zhao Ming has previously stated that MagicOS 7.0 will be released in the fourth quarter of this year, and at the same time, a new generation of folding screens will be released, and the first Honor developer conference will be held.

  Guosen Securities said that the folding screen has passed the era of "concept gimmicks", and 2022 will be the dawn of the folding screen war.

Next will be a real function competition, and mobile phone manufacturers will enter a new round of benign competition to build confidence for potential users.

  CICC also stated that on the product side, Android brands are increasingly entering the folding screen market; and the iteration speed of folding screen products within the same brand is also accelerating, reflecting the accelerated development of this market segment.

  CICC predicts that global shipments of folding screen mobile phones are expected to reach 80 million units in 2025 under the neutral scenario.

At the same time, it pointed out that flexible screens (UTG and panel) and hinges are the two major technical difficulties of folding screens, and they are also the most important value-enhancing links.

  Author: Wu Shaolong