In JD Nokia’s self-operated flagship store, there is only one Nokia C3 on sale, and there are 18 models of non-smart phones (that is, feature phones), giving the illusion of dreaming back to 2007. And the’only remaining’ Nokia C3 is just a 4G 100 yuan smartphone with three networks, and all the mid-to-high-end products that have been launched have been removed.
In Nokia JD’s self-operated flagship store, there are 18 models of feature phones on sale.
Faced with the new opportunities brought by 5G, Nokia, which is now owned by HMD, has not responded quickly. Currently only one Nokia 8.3 5G is planned to be launched, and this mobile phone has been bound to the new 007 series of movies “007: No Time to Die”. Postponed with the movie.
When Nokia 8.3 5G is launched, it is estimated that Qualcomm Snapdragon 875 will be sold in large quantities. Picture from: Nokia Hong Kong official websiteWhen Nokia 8.3 5G is launched, it is estimated that Qualcomm Snapdragon 875 will be sold in large quantities. Picture from: Nokia Hong Kong official website
However, due to the impact of the epidemic, “007: No Time to Die” originally planned to be released this year has been postponed to April 2, 2021. Nokia 8.3 5G equipped with Snapdragon 765G will most likely be launched at this node. As far as the mobile phone market is concerned, it is indeed too late.
There is no new 5G phone on the market. Nokia has only one 4G smart phone and more than a dozen feature phones left. Facing the promotion season at the end of the year, it can only compete with Philips, Tianyu, and Shuobao on the list of feature phones. Helpless.
Feature machine market still has certain potential
After HMD took over the Nokia smartphone business, the first product to return to China was the mid-range model Nokia 6, priced at 1,500 yuan. It plans to compete head-on with the mass models of domestic manufacturers, hoping to become famous in the first battle.
Nokia 6 equipped with Qualcomm Snapdragon 430 processor.
At that time, 1,500 yuan can be said to be the “golden gear” of domestic mobile phones. For the big shipping companies, whoever controls it will be the king. Redmi, Honor, Meizu Blue and 360 are in the thousands of yuan machine market. The whole line is full, and the processors are almost all Qualcomm U Snapdragon 625.
On the other hand, the newly “entered” Nokia 6 is equipped with Qualcomm’s entry-level SoC Snapdragon 430. The pre-installed system is close to native and localized more generally. Positioning has little to do with the so-called “price-performance ratio” of Internet brands. Even though Nokia has been away for many years, HMD still hopes to use Nokia’s “feelings” to give products a certain brand premium .
HMD launched the Nokia X71 in April 2019.
The strategy of HMD’s subsequent Nokia mobile phones is roughly the same, but the domestic market is no longer the same. The blessing of “feelings” cannot be converted into sales. The performance of Nokia smart phones that want to rely on brand blessing is tepid.
In addition to smart phones, HMD has not given up feature phones. Nokia re-enacted the classic 3310 and the’banana machine’ 8110 4G, which were highly praised in the industry and abroad, and triggered a wave of nostalgia.
At the same time, from the 2018 Q3 data report given by Counterpoint, feature phones still account for 23% of the total global mobile phone shipments. One year later, this number will increase to 25%, and there may be 28 billion US dollars in the future. growth of. Nokia’s feature phone is the leader in this market, and its shipments rank second, which confirms HMD’s determination to continue to ship feature phones.
In addition to the communication needs of developing countries in Asia and Africa, the anti-smartphone retro trend has also appeared in developed regions such as Europe and the United States. Compared with the weak growth of the smartphone market, it seems that there are still many growth points for feature phones, and HMD is not willing to take it lightly. Some reasons for abandoning the feature machine market.
In another ten years, I hope that Nokia’s hot selling is no longer feature phones
It is said that fashion is a circle, but is it possible that digital products are also a circle? No.
The so-called retro trend can only be regarded as a niche demand, just like the current’CCD’ digital camera trend, many people just want a’fresh and hot’. In fact, digital products are more like the’wheels of history’, rolling forward.
In some economically underdeveloped regions such as Asia and Africa, the network infrastructure is poor, electricity is not connected to the Internet, and without 4G, smart phones are useless, and only feature phones are available. However, with the improvement of the network environment in some underdeveloped areas and the popularization of 4G and even 5G networks, it will be a matter of time for a large number of users to defect, and the market for feature phones will eventually be swallowed by smart phones, and feature phones will become subdivided. The product of the market (or a niche product that goes against the trend).
As Chinese manufacturers continue to go overseas, India, parts of Africa, the Middle East and other regions have become new “battlefields”. Their development trajectory will undoubtedly be similar to the previous domestic market. Sooner or later, the market for functional phones will be replaced by smart phones. HMD (Nokia), which relies on the feature phone business, is not a good momentum and needs to redouble its efforts in the smart phone market.
article links：The status quo of Nokia's smartphones:'green and yellow'
Reprint indicated source：Spark Global Limited information