2021 third quarter mobile phone change report From Massive engine

The following is the 2021 third quarter mobile phone change report From Massive engine recommended by recordtrend.com. And this article belongs to the classification: Intelligent mobile phone.

Brand competition

1. Brand attention: iqoo’s performance is eye-catching, which raises the attention of vivo brand

Contrary to the slightly calm situation of the mobile phone industry in the last quarter, the mobile phone industry is in full swing in the third quarter of 2021. First, Huawei’s annual flagship P50 series was released. Then, in August, glory, Xiaomi and other brands rushed to land before the release of iPhone 13 series and released their annual high-end flagship. September can be said to be the annual focus peak of the mobile phone industry, and the new iPhone products were released.

However, from the data, the attention of various brands has declined in varying degrees month on month. This seems a little contradictory to the booming industry, but in fact it is not. In fact, the number of new machines in this quarter is not large, mainly because the release of heavy flagship has created the appearance of “seemingly prosperous”, and the improvement of quarterly attention mainly depends on the continuous output of the brand.

Against the background of this industry, vivo has become the brand with the fastest growth in attention in this quarter, with a month on month growth of more than 40% compared with the previous quarter, in which iqoo 8 has made great contributions. Vivo was relatively “silent” in the last quarter and devoted itself to polishing new products. After the release of iqoo 8, iqoo product line has become more comprehensive and has become an all-round brand covering the needs of different levels of high, middle and low end.

The glory force in this quarter was also very obvious, and the attention increased by more than 30% month on month. On the one hand, the popularity of glory 50 series continued at the end of last quarter. On the other hand, the release of Magic 3 series and X20 series brought a lot of attention to the brand. Glory basically completed the full product coverage after the spin off in this quarter.

This quarter’s tiktok brand fever list also changed mainly from iQOO and glory, while HUAWEI, OPPO, millet and vivo still maintained the top four ranking of the top four.

Tiktok rose from ninth in the previous quarter to sixth in the current quarter, and cannot do without the accumulation of private sector in the iQOO. Today, iQOO’s fans in the jitter have exceeded 2 million. #iQOO8’s conference, five easy to kill, and the tiktok iQOO8 volume are 500 million times.

2. Model Search: the high-end flagship plays the leading role, and the search volume of Xiaomi mix4 exceeds that of iPhone 13

From the models on the list in this quarter, high-end flagship has become the focus of users in this quarter. Xiaomi mix4 topped the list of popular models this quarter, followed by iPhone 13, which accounted for 50% of the total search volume on the list.

It is worth noting the performance of vivo X70 PRO +, which is also the first time that vivo models appear in the quarterly popular models list. On the one hand, it also reflects the strong product power of vivo X70 PRO +, on the other hand, it is also the embodiment of vivo’s intensive product publicity ability.

User holding machine replacement

1. Brand loyalty: glory returns, and the replacement retention rate is significantly improved

Change decision logic: the user activates a new equipment number under the massive engine product account; The equipment number has been active at least twice in the next 21 days; The release time of new equipment shall not be earlier than 18 months of the release time of old equipment. If this condition is met, it will be counted as a replacement.

After the special events in the industry, apple began to make great progress. Since Q4 in 2020, Apple’s replacement retention rate has always remained above 60%, that is, for every 100 Apple users, more than 60 will continue to choose apple. In addition, from the product level, the iPhone 12 adds 5g, and the iPhone 13 series complements the lack of high screen brushing, which also makes the original strong product power break through again. This has also brought great pressure on other competitors in the domestic high-end market.

Similar to the changes in brand attention, vivo and glory became the only brands in the domestic mobile phone industry to achieve growth in the replacement retention rate in this quarter. Since 2021, vivo’s Q1 replacement retention rate has exceeded 30%, and this quarter is close to 40%, of which s series is indispensable. Vivo S10 single machine has attracted nearly 14% of old users.

Glory began to get back on track at the end of last quarter, and made significant efforts in this quarter. The Q3 replacement retention rate in 2021 was 12 percentage points higher than that in the previous quarter. Glory 50 stand-alone model has attracted more than 30% of old users, while the overall replacement retention rate of glory 50 series has reached more than 50%.

2. User flow: Xiaomi is the first in the number of net users, and honors the number of users to “turn losses into profits”

In the third quarter of 2021, Xiaomi is still the brand with the highest net increase in users in the domestic mobile phone industry, but the growth scale is reduced to a certain extent compared with the previous quarter.

Glory performed strongly in terms of user growth in this quarter, jumping from the brand with the second loss of users in the previous quarter to the second brand with the second net increase of users. Glory 50 has once again become the “salvation item” of glory brand. 30% of users who change planes to glory this quarter will choose glory 50, while 48% of users will choose glory 50 series.

Realme lost this quarter. With the development of the brand, the “novice welfare period” of realme is gradually disappearing. How to complete the transition from excellent novice to mature veteran is also a problem that the brand needs to consider.

3. Brand change direction: Xiaomi has more and more users, and the OV “change circle” is still firm

Compared with the previous quarter, the transfer flow of various brands has not changed greatly, but slight differences still exist. It is these subtle changes that provide great support for us to judge the competitive trend of the industry:

The source of users of Xiaomi has become more and more scattered. Last quarter, Xiaomi’s old users brought 30% of Xiaomi’s users, while this proportion decreased to 27% this quarter. Correspondingly, the number of users brought by other brands to Xiaomi is increasing. This also shows that Xiaomi’s attraction to users of other brands is gradually increasing to a certain extent.

Apple’s appeal to realme users has increased significantly. This quarter, apple replaced realme as the first choice for realme users. Nearly 17% of realme users will choose apple.

4. Model change direction: iPhone 12 is still strong and a popular choice in the 50 cost quarter

Due to the huge number of users and the stimulation of the new iPhone, the old iPhone users are still active in changing planes this quarter. Among the top ten models, iPhone occupies 9 seats.

Although the iPhone 13 has been released, and the iPhone 12 series is still a popular choice for users to change machines, the proportion has decreased significantly. In the last quarter, 18% of the users chose the iPhone 12 series, while this proportion fell to about 10% this quarter.

In addition, the performance of the new aircraft glory 50 in this quarter was eye-catching, ranking in the top three among the popular models selected by users.

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