Guo Xiaofeng, author of Tencent News "Front Line"
On June 19, the 618 Mid-term Shopping Festival in Jingdong ended in the hot summer. As the fist category of Jingdong 3C, the list of mobile phone sales has attracted much attention from the industry. As of 23:59 on the 18th, mobile phones ranked first in terms of single product sales, total brand sales and total sales glory, and continued to lead the Internet mobile phones.
In the single product sales ranking, the four products of Glory occupy the top four, which are Glory Play 7, Chang Play 8A, Glory 8X and Glory 20i. The top five to ten products are the iPhone XR, Glory Play 8C, Red Rice 6A, Millet 8 Youth Edition, Red Rice Note7pro and Millet 6X, respectively.
Overall, with little change from last year's list, millet is still a hot commodity on the online platform, which is closely related to its Internet growth gene. Since winning the first 618 mobile phone sales championship in Jingdong in 2015, Glory has led the way in Jingdong Platform, winning the Android mobile phone sales championship in 2016 and 2017. In 2018, he won the cumulative sales championship. With 618 winning again this year, Glory has become the only mobile phone brand in the 16-year history of Beijing East 618 that has won the championship for five consecutive years.
Glory, Millet and Huawei ranked the top three in the total sales of the brand, followed by Apple, vivo, OPPO, Yijia, realme, Meizu and Hammer. It is worth noting that realme, which has just been published a year ago, has entered the top ten for the first time, ranking seventh and eighth respectively.
Both of them were born out of OPPO. We have to say that in this round of contest, OPPO has gained a lot. From the point of view of sales integration, OPPO system should be the biggest impact on Huawei which ranks first at present.
In the total sales ranking, Glory, Apple and Millet ranked the top three. Huawei, Yijia, vivo, OPPO, realme, Samsung and Meizu. Compared with last year, the head brand has not changed much. I'm afraid it's still a plus, surpassing vivo and OPPO in the top five for the first time.
How did one add do it? In Tencent News "first Line" view, there are two reasons: first, the pursuit of quality persistent concept. Look at last year's list and you'll find
Second, it comes from JD.com platform.
But unlike last year, this is JD.com 's only undersold mobile phone brand, so JD.com will naturally tilt resources. Then why is it an addition? A mobile phone brand source told Tencent News, big brand JD.com dare not undersell, because the quantity is large risk, and the big brand itself is unwilling, afraid that the brand will be kidnapped. Small and medium-sized brands are the focus of JD.com underwriting, especially the middle echelon brand, because there is no flow of small brands. At present, the middle brand is half dead in the majority, and a plus has become the only option.
Previously, Jingdong launched the JD Phone program, which aims to support small and medium-sized brands, and underwriting is one of the supporting measures. However, this support also has some risks, hammer mobile phone is a painful lesson. So now Jingdong is cautious and cautious about underwriting, because nobody knows what will happen next in the mobile phone market. For one plus in the contract period, Jingdong is also not an option. Fortunately, the development momentum of one plus is good at present.
Realme's listing is undoubtedly the result of price competition. Realme was born in India. It's Redmi for millet. Back in China, the aim is to enter the market and take a cost-effective route. Last month, realme X debuted at 1499 yuan to refresh the lowest price of the Golden Qualcomm 675 chip terminal products. For online channels, such products are bound to be popular.
Realme CEO Li Bingzhong recently said that he hopes that realme will ship more than 20 million units worldwide this year. The 20 million units of realme must be robbed from the share of mobile phone manufacturers such as glory and Xiaomi.
In this year's 618 mobile phone report, the overall change of the head brand is not big, the competition of small and medium-sized brands will gradually intensify, especially the strength of the middle brand, which will speed up the market reshuffle. And as some new brand products are rolled out in the market, it will also set off a new round of price wars.