As mobile phone prices increase, is the 1999 era gone forever?

今年开年虽然受疫情影响，手机销量下滑，但是并没有阻挡厂商们发布新机的热情，本月更是有多款5G手机发布，认真看过发布会就会发现一个问题，今年的旗舰新机售价越来越高，三星S20系列6999元起售，最高配置的三星Galaxy S20 Ultra更是过万，和折叠屏的价格相差无几。最近发布的OPPO Find X2系列售价也是5499元起步，一直以性价比著称的小米也开始冲击高端，旗舰数字系列小米10起售价3999元，重回1999元是不可能了。为什么现在手机的售价越来越高呢？今天我们就来简单探讨一下。

First, let's take a look at Xiaomi. Originally, Xiaomi seized the market with its cost-effectiveness, but now after launching Redmi, it has begun its own road to impact the high-end market. The Xiaomi 10 series released last month is the first step to impact the high-end market. Although the starting price has increased a lot after the stacking of materials, it has reached 3,999 yuan, but many people still think that Xiaomi has not gotten rid of the cost-effectiveness, forcing Lei Jun to come out and explain himself. He said that after the recent release of new products by friendly companies, many netizens joked that Xiaomi 10 was "forced to be cost-effective." Let
me explain again: Xiaomi brand mobile phones have put down the restrictions on prices, pursued the ultimate experience at all costs, and went all out to impact the high-end market. Of course, we will still adhere to the corporate value of "fair pricing."

It seems that if you want to buy a cost-effective mobile phone in the future, you can only rely on Redmi. However, looking at the level of hardware in current mobile phones, it is impossible for a new Redmi phone to start at 1,999 yuan.

In addition to wanting to enhance the brand image and take a high-end route, the main reason for the increase in mobile phone prices is the increase in costs. Now, all the mobile phones on the market are 5G mobile phones, which will lead to a significant increase in costs .

OnePlus employee @逍遥怪河馬 revealed on Weibo that Boss Zhang said in an interview with CNET that the next new products will all be equipped with 5G as standard. He also said that 5G will cause a sharp increase in costs, which will lead to an increase in prices. Then I saw a friend saying why should I buy OnePlus if it is above XXX?
In fact, someone said this before the release of OnePlus 7 Pro last year. Why should I buy OnePlus for 4500? After the release, you all said it was really good. Then last year, the top-end version of OnePlus 7T Pro actually went to 5200+. In fact, in the past few years, OnePlus has always been the domestic mobile phone brand with the highest average customer price (although the overall sales volume is not large). I think the key is still to look at the product.

From the words of OnePlus employees, we can see that in addition to the substantial increase in costs caused by 5G, there is also the user buy-in. If the user does not buy it, the manufacturer dare not set the price too high. OnePlus has always been on the boutique route, launching not many new models every year, and not using the strategy of launching a large number of new models. However, each new model is a carefully polished boutique flagship. Although the price is high, users are happy to buy it. OnePlus has also tasted the sweetness of this. The price of the upcoming OnePlus 8 series will rise further.

OnePlus product manager @酸数码 also warned on Weibo that the price of the OnePlus 8 series will increase. He said that this year, various materials, especially soc, will increase in price, and MCP will also soar. Everyone, save the mobile phone manufacturers.

But Pan Jiutang, a partner of Xiaomi's industrial investment department, slapped him in the face, telling him to stop playing innocent, saying that Xiaomi was also the driving force behind the soaring cost of flagships. Ouga worked hard to refresh the screen/craftsmanship, H led the 5G/camera/craftsmanship upgrade war, M fought hard on performance/camera/video, and V brought screen fingerprint/lifting/large storage, all of which were to blame.

In order to be innovative, major manufacturers are exploring different fields and want to get ahead of their competitors. However, every technological advancement will cause the cost of mobile phones to rise due to increased R&D investment, high costs of new materials, etc., so everyone is a driving force.

In addition, Pan Jiutang believes that smartphones are becoming more and more expensive because the industry has matured and entered the tool + toy stage. Ordinary people have changed 3-10 smartphones. The performance of 1000-2000 yuan (such as Redmi) is strong enough and can be used for several years without lag. The replacement cycle is getting longer and longer. To attract users to replace their toys, a flagship new phone cannot just be a bucket of water. The configuration must be luxurious (such as Xiaomi 10), and the cost is piled up.

Some people also believe that the reason why smartphones are becoming more expensive is that the overall mobile phone market is shrinking, and sales are not as good as they were five years ago. The model of small profits but quick turnover is no longer feasible, so prices have to rise. It is also a sign that the industry has entered a mature stage, and the era of 1999 is gone forever.

Now that the replacement cycle is getting longer and longer, and the model of small profits but quick turnover is no longer feasible, everyone has begun to go the high-quality route. The high price of flagship models can bring high profits. But if you want to be a flagship, you must pile up luxurious materials, have a good feel, and have all the necessary functions. How to make choices is a big test for manufacturers, and it is not enough to just pile up materials. Users will not buy bucket machines without characteristics, so manufacturers began to explore black technology, adding R&D costs, and the price of flagship models is getting higher and higher.

But as long as the product itself is good, flagship phones will not have to worry about sales. For example, last year's OnePlus 7 series, Huawei's Mate30 series, and OPPO Find X2 series all had good sales. After manufacturers have tasted the sweetness, it is expected that the prices of flagship phones will only increase in the future.