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"At that time, if someone asked the mobile phone peripheral industry what is the most profitable, then the expert would tell you: the mobile phone vendor may not make much money than the street vendor who sells the mobile phone shell."
Article / Chen Lan editor / Feng Cheng
Source: luminglab (ID: luminglab)
"What is like lipstick, it will never be too much?"
The answer is the case.
If lipstick, clothes and bags are the three treasures of women, the mobile phone shell is a rare existence independent of the three. As long as there is a mobile phone, there will be the desire and demand to buy the mobile phone shell, which is not limited to women.
The best of times?
At the end of last year, a microblog food giant V released a topic activity to share its own exclusive mobile phone shell for food.
Under the topic of the activity, many netizens Po came out with a variety of special eating mobile phone shells, among which milk tea mobile phone shells were the most popular, and they were listed on the hot microblog search list. In one day, the number of discussions exceeded 20000, and the number of reading reached 160 million times.
Yang Mi once forced to press the key on and off for one night due to the mismatch of the mobile phone case, and then forced to destroy all the photos in the mobile phone. The next day, the topic of "Yang Mi's mobile phone case" was hot on Weibo. A week later, when carina Liu attended the bazaar Charity Night in Beijing, her black suit and sunglasses didn't attract attention. Instead, her mobile phone case was on the hot search. The + 0 printed on the back of the case was homophonic with carina Liu's name. Some people joked that it was customized. Some people thought that using 6 + 0 would be more vivid. Others thought of Jia Ling.
Five years ago, there was a rumor that Wang Feng was invited to speak for a mobile phone shell of a digital peripheral brand. In South Korea, actors Park Shihou and Wu lianxu were already speaking for the mobile phone shell in 2012.
As the first rigid product around the mobile phone, the mobile phone shell is not limited to protecting the mobile phone, but has become an independent product, even a red sea.
According to the data of the Ministry of industry and information technology, the total number of mobile phone users in China has reached 1.57 billion in 2018. 87% of mobile phone users will choose to use the mobile phone protection shell or cover, that is to say, about 1.1 billion users are using the mobile phone shell. On tmall Taobao, there are more than 600000 stores related to the mobile phone shell, and the corresponding manufacturers are also increasing. In Panyu, Guangzhou, where more than 70% of the production capacity and sales volume of the mobile phone shell Market are concentrated, there is a place called Dashi village, where the manufacturers in the village are like convenience stores in the city, basically one in ten steps.
According to NPD group inc.de, by 2021, the global demand for smart phone covers may reach 1.308 billion.
Mobile phone shell undoubtedly ushered in the best era, but an epidemic has stopped the industry's blindfolded pace.
The first big mountain in front of us is the decline of mobile phone shipments. IDC data predicts that China's smartphone sales may fall by 30-50% in the first quarter of 2020 due to the new coronavirus epidemic. Strategy analytics, a market research organization, believes that even if the epidemic is effectively controlled before March, China's smartphone shipments will decline by nearly 30%. Accordingly, the mobile phone shell will be more or less affected, after all, the relationship between the two is the cold of the teeth.
Casetify, a Hong Kong shell maker with more than 150 employees by the end of last year, originally thought 2020 would be the best year in the industry's history and set a goal of doubling sales. But the spread of the virus led to the closure of the company's mainland factory, the absence of people in its new airport store under remote online office, and the decline of its Hong Kong sales.
Focusing on the mobile phone manufacturers, most of Samsung's mobile phone accessories come from China. At present, the accessories produced by factories all over the country and shipped to foreign countries will be sent out smoothly after layers of screening, while most of the factories have delayed the production plan, etc. now Samsung has received the supplier's email about the delay, and delayed its Galaxy S20 accessories, such as screen protector, mobile phone shell, etc Release.
When to restore the supply of spare parts is still unknown.
origin
After all, the rise of mobile phone shell cannot be separated from iPhone.
Ten years ago, when the iPhone 4 was just launched, many people complained that the signal strength would be weaker if they held the side of the phone. When jobs knew it, he said: use a protective case.
In the era of Nokia's popularity, people didn't have an urgent need for the mobile phone shell. At that time, the synonym of the function machine represented by Nokia was anti falling. For this reason, people also gave a nickname to these fall resistant function machines, called mobile bricks. Until 2010, the mobile phone market ushered in a watershed, with the iPhone and android as the representatives of the smart phone explosion in the market, the era of function machine began to transition to the era of smart machine.
The prosperity and development of one industry will inevitably lead to the decline of another industry and the rise of the third industry.
At the beginning of 2011, Shenzhen Huaqiangbei market, the largest mobile phone distribution center in China, was filled with all kinds of fake mobile phones from the first floor to the top floor. There were only a handful of mobile phone shell businesses. At that time, there were only 5000 online stores selling mobile phone protectors on taobao.com. Less than a year after the release of iPhone 4, these Shanzhai mobile phone manufacturers went out of business one after another, and more than half of them have been transformed into mobile phone shell manufacturers. For example, the original silicon phone shell was made for the Shanzhai mobile phone keyboard, the original shell hardware processing factory began to make metal shells, and those shops engaged in mobile phone beauty made diamond shells.
By 2012, there were only two kinds of things from the first floor to the top floor of Huaqiangbei, one is apple mobile phone, the other is mobile phone shell. In addition to Huaqiangbei, there are many stores in the largest mobile phone trading market in Shanghai, the communication market in the city of sleepless nights, all of which have been changed to the purpose of franchising high-end mobile phone shells, and on average, they can sell hundreds or even thousands of mobile phone shells every day. Accordingly, the number of online stores selling mobile phone shells on Taobao rose to 140000 in October of that year. Just search for the iPhone 4 mobile phone shell, you can see 2.2 million babies.
According to some data, at that time, China had formed an industry specializing in the production of Apple accessories. In Shenzhen alone, there were more than 1500 manufacturers, with an annual output value of more than 100 billion yuan. Some media have also reported that before and after every apple new product launch, there will be a large number of mobile phone shell manufacturers predicting the size and pre laying production line, and even there is the saying that "the distribution of mobile phone shell is one or two days slow, and then it will be out". For example, the Baltimore Pacific newspaper said that in 2011, hard candy company made a mistake in the prefabrication of 4S mobile phone shell, which resulted in 50000 dollars lost.
At that time, if someone asked what is the most profitable industry around mobile phones, then the expert would tell you that the mobile phone sellers may not make much money than the street vendors who sell mobile phone shells.
Among the iPhone and Android users, the proportion of iPhone users using the mobile phone shell is much higher than Android users. According to the previous research data of NPD, 75% of smartphone users will choose to install the mobile phone shell, among which the proportion of iPhone users installing the mobile phone shell is the highest, nearly 87% of iPhone users are equipped with the mobile phone shell.
Among all the users without mobile phone shell, 70% are Android users, and as early as 2013, 49% of iPhone users already have more than one mobile phone shell in the process of using iPhone,
The various forms of mobile phone shell instead become the personalized embodiment of mobile phone appearance differentiation.
Last year, according to data from Taobao's seller center, there were 2193785 mobile phone cases on Taobao, with 71239 searches per day.
Research organization GfK
also
Express
,
The decorative case of the mobile phone has long been
Many years
The former Nokia models began to exist, but the industry of making money from mobile phone shell started from Apple smart phone.
All in mobile phone shell
Among the founders of China's mobile phone manufacturers, Luo Yonghao said that the mobile phone case is the most difficult case, and he talked about it publicly more than once.
Earlier, he said that the mobile phone shell is to make money naked and maliciously, and the cost of a cell phone shell of dozens of yuan is more than 120 yuan. Later, when I was visiting JD live, I said: you may not know the mobile phone industry very well. I have 1499, 17992299. 1499 is not very profitable. 1799 is a small profit, but it's better to sell back shells and protective covers.
Mobile phone shell itself is a business that is equal to or even surpasses mobile phones.
Take Apple's case for example. In 2013, the case brand mestiere deas launched an iPhone 5 International Limited diamond case, the cheapest of which is 58000 yuan, which is more than 10 times higher than the iPhone. In recent years, in addition to their efforts in mobile phones, domestic mobile phone manufacturers have listed the mobile phone shell as one of the main peripheral items of the new product launch conference as well as the peripheral items that must be sold. Almost every launch conference will bring the mobile phone shell.
Compared with last May, Huawei P30 Pro Limited Edition Set opened an appointment in Huawei mall. The price of this set is 5888 yuan for 8GB + 128GB, 6388 yuan for 8GB + 256gb and 7188 yuan for 8GB + 512gb. In short, with a gift box and mobile phone shell, the whole mobile phone is 400 yuan more.
No matter if we want to share more market share, prove the R & D capability of the manufacturer, or innovate in the surrounding areas, there is no doubt that the mobile phone shell has become an indispensable part of every mobile phone manufacturer.
In addition to mobile phone manufacturers, mobile phone shell is also a must-have item for fashion brands.
For example, in 2013, burberry cooperated with iPhone once, that is, in addition to shooting videos with iPhone in the show, it also launched a mobile phone protection shell with the same style as Burberry Prorsum 2014 spring and summer series; three years later, Stella McCartney applied the design inspiration of a handbag to the mobile phone case; in the same year, gucci launched the same mobile phone case with slippers and wallet printed with butterfly, bird and various plant patterns when Tian printing accessories were put on the shelf in spring and summer.
LV launched a small case mobile phone case named eye trunk designed for iPhone 7 / 7 plus in spring and summer 2017. The price is between 90-40000 yuan, far higher than the value of iPhone itself. Although LV didn't release relevant sales data later, the case brought a lot of attention to LV when it was launched. Coach, an American fashion brand owned by tapestry, has long established a specialized mobile phone shell business.
For luxury brands, mobile phone shell is not a low thing, but a way to attract young people, and a stepping stone into the young people's market.
The founder of Jeremy Scott once said in an interview: "even if some fans or the general public may not be able to afford Jeremy Scott's things, it is very important to keep close contact and interaction with them. Just like many girls' first luxury item is lipstick, the iPhone case can also become an entry-level brand product for young people."
Behind luxury accessories, all walks of life have also made up the idea of mobile phone shell.
The tea and beverage industry sold the most serious Xicha around and launched the mobile phone shell. Two years ago, under the cross-border topic played by the car brand that Toyota planted vegetables and Fiat bought clothes, Volkswagen also launched the mobile phone shell, a total of 153. Each mobile phone shell is made of car fragments in a traffic accident
In the case of brand playing mobile phone shell, there is not the most, only more.
Iceberg under fire
However, even if there is no outbreak of the sudden attack, mobile phone shell business is also hidden under the iceberg can not be ignored.
First,
Quality and safety issues and industrial development go hand in hand
。
At present, there is no unified trading platform, no unified brand and threshold in the mobile phone shell Market