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Short supply or hungry marketing? Folding screen mobile phones are sold out once again

Short supply or hungry marketing? Folding screen mobile phones are sold out once again

Short supply or hungry marketing? Folding screen mobile phones are sold out once again

Information

Following the release of new products last month, Huawei and Samsung's new generation of folding screen mobile phones have seen their first sales in China. Like last year's "one machine is hard to find", the two mobile phones were snapped up within tens of seconds of being put on the shelves. On platforms such as idle fish, there was a phenomenon of cattle raising prices and asking for high prices. Huawei mate XS, which sold for 16999 yuan, was even fried to 560000 yuan. In the view of industry insiders, some technical difficulties of folding screen industry have not been overcome, and it is still a "invisible" luxury for most consumers.

01
 
One machine is hard to find.
 
Huawei's new generation of 5g folding screen mobile phone mate XS was first sold in China two days ago at a price of 16999 yuan. On that day, a reporter from Beijing business daily logged into Huawei mall and Huawei's official flagship stores of tmall, Jingdong and Suning online platforms, and found that the first round of sales had been sold out. It is reported that each platform will display "sold out" or "no goods" only 30 seconds after the sales.
 
On March 8, Beijing business daily logged on the above e-commerce platform again, and found that Huawei mate XS was still in the state of no goods on the JD mall, and the page did not show the sales volume. The flagship store of tmall mall also had no goods, and the monthly sales volume showed only 152. Before that, the three platforms showed that the total number of appointments for this mobile phone had exceeded one million. The next round of the phone will be available at 10:08 a.m. on March 9.
 
"I can't grab it every week at ordinary times. I made an appointment early this time. I thought there would be a play. The result is second light, and I don't announce how much I put in, obviously teasing consumers." A netizen left a message to the reporter of Beijing business daily.
 
Not only Huawei, but also Samsung Galaxy Z flip folding screen phones have been in this situation since they were put on sale. On February 27, Samsung launched the galaxy Z flip folding screen mobile phone in the Chinese market, with the price of 11999 yuan. Its sales platform was sold out in 25 seconds, and the whole network was sold out in 9 minutes. On March 3, the second batch of Samsung Galaxy Z flip folding screen mobile phone online channels were sold out. Samsung Galaxy Z flip has been popular in many countries and regions.
 
The reporter of Beijing business daily saw in Jingdong Mall that Samsung Galaxy Z flip can only make an appointment at present, and there is no stock; the flagship store in tmall mall can't make an appointment or purchase at present, only marked "the next wave of robbery at 10:00 am on March 13".
 
As for the reasons for the phenomenon of "sell out as soon as possible", reporters of Beijing business daily contacted the relevant principals of Huawei and Samsung respectively. As of the publication, neither of the two companies had made any response.
 
In fact, since the last generation of folding screen mobile phones came into the market, all kinds of folding screen mobile phones have shown the characteristics of "one machine is hard to find". Both mate x, Huawei's first generation folding screen mobile phone, and Galaxy fold, Samsung's first generation folding screen mobile phone, have sold out for several times, while jou Woo's folding screen mobile phone has only been delivered months after the pre-sale.
 
02
 
Cattle price
 
Although consumers can't get the goods through official channels, they can buy them at a high price on second-hand platforms such as "idle fish".
 
On the idle fish, Huawei mate XS with a price of 16999 yuan has a price ranging from 20000 yuan to 60000 yuan, most of which are the accounts of scalpers that were snapped up when the mobile phone was put on sale, some of which are the accounts of consumers who are willing to pay a high price.
 
On Taobao, there are also many third-party digital stores selling Huawei mate XS at high prices, with prices ranging from 18888 yuan to more than 50000 yuan. Interestingly, a Taobao store with prices ranging from 29200 yuan to 29990 yuan shows that there are 102 stores in stock, and there are not a few such stores, while the monthly sales volume of Huawei tmall flagship store is only 152.
 
Beijing business daily interviewed Huawei about whether these high-priced stores took goods from Huawei or robbed goods from official channels. Up to the time of publishing, the other side didn't give a reply.
 
However, Huawei's high-end mobile phone has always been a favorite product of scalpers. It is reported that the Porsche versions of Huawei's mate series are all products that some groups of consumers are willing to buy at a high price. Last year, Huawei's first generation of folding screen mobile mate x set a high price of more than 90000 yuan.
 
Samsung is relatively flat in this respect. In idle fish, the price of Samsung Galaxy Z flip has not changed much, which is at most 12000 yuan higher than the price of 11999 yuan.
 
It's worth noting that although the folding screen mobile phone looks cool, the experience doesn't seem so satisfying. Some users have commented that "the folding trace of the screen is obvious, the screen platform is fragile, and a stroke of the finger tip is an irreparable scar." "Light path appears on the screen for one month, which seriously affects the use." "The mobile phone has not reached the level of commercial use. After buying it for half a day, it has won the glory of the king. The screen has been scratched all over the place."
 
In addition, the maintenance price of folding screen mobile phones is much higher than that of ordinary smart phones, even equal to the price of two smart phones. One user who bought Samsung Galaxy fold said, "in less than a month, they have to pay more than 5000 for screen change, and the manufacturer thinks it's the user's reason."
 
It is reported that Huawei needs 7080 yuan to replace the Matex screen of its folding screen mobile phone. When buying a new phone, it can enjoy a half price screen replacement service once a year, with a half price of 3580 yuan. In addition, when buying a new phone, consumers can also buy a one-year broken screen insurance with a price of 2199 yuan.
 
03
 
Popularization is still early.
 
As for the phenomenon that the supply of folding screen mobile phones is often in short supply, some netizens question whether this is a real lack of supply or a hungry marketing?
 
In this regard, Liao Qian, Secretary of TCL technology, believes that although manufacturers have been launching new products since last year, in fact, the capacity of folding screen has not been increased, and the process yield is not high, so the shipment volume is limited. "TCL has officially supplied folding screens to Motorola since December 20 last year, and is also developing folding screens with TCL communication and several other downstream manufacturers. Generally speaking, we have been able to produce a lot of folding screens at present, but it will take time for business running in and technology running in. "
 
It is understood that the core technology of folding screen mobile phone lies in folding screen, hinge and operating system. More than 100 parts are used for folding screen hinge, which has the characteristics of high complexity, high folding life requirements, high product reliability requirements, and high single price.
 
Ma Jihua, a telecom analyst, also pointed out that "the technical pressure of folding screen mobile phones is very large. In the past, all related technologies of smart phones were aimed at tablet phones. Once applied to folding screen mobile phones, many fusion or matching technologies are not available, and there are still questions." The novel coronavirus pneumonia has been slow down due to the new crown pneumonia epidemic.
 
However, the market is still enthusiastic about folding screen mobile phones. At the end of last year, Gree's folding screen mobile phone patent was officially authorized. Other mobile phone manufacturers at home and abroad, such as apple, Motorola, Xiaomi, oppo, ZTE and so on, revealed the relevant information of folding screen mobile phone. TCL COMMUNICATION also demonstrated a folding screen concept mobile phone this year.
 
So, will folding screen mobile phones be popular in the near future? The head of BOE said that the popularity of folding screen mobile phones should take a while, but the demand should increase significantly this year and next.
 
Liao Qian told Beijing business daily, "popularization should be in the next one to two years, when the mass production capacity and process capacity of folding screen will be improved, the whole market will have a better performance."

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