“Chinese smartphones are strengthening their offensive in Japan.” The Yomiuri Shimbun said on the 10th that Chinese smartphone maker Xiaomi held a press conference in Tokyo on the 9th, announcing the launch of the world ’s highest 108 million-pixel smartphone “MiNote10” and “MiNote10Pro”, the price of MiNote10 without tax is 52,800 yen (approximately RMB 3400 yuan), MiNote10Pro is 64,800 yen, two models will be launched on the Amazon website from the 16th and 23rd of this month, becoming Huawei The third Chinese smartphone company to land in Japan after OPPO. As Japan strives to achieve 5G commercialization as soon as possible, the advantages of Chinese smart phones in terms of cost performance are attracting the attention of Japanese telecommunications operators.
“Unbundled” is the advantage of Chinese smart phones
“Asahi Shimbun” said on the 10th that Xiaomi’s arrival came after Huawei and OPPO successively entered the Japanese market, and China’s major mobile phone manufacturers entered the Japanese market again. Aiming at 5G, which will start service next spring, Chinese mobile phone makers continue to enter the Japanese market. Chinese mobile phone manufacturers’ presence in Japan continues to increase. According to the statistics of MM Research Institute, Huawei’s sales of non-operator bundled mobile phones in Japan in 2018 were 33%, and OPPO accounted for 3.7%, but it grew rapidly.
“Nihon Keizai Shimbun” reported on the 10th that there are Japanese merchants who are optimistic about the relatively low price of Xiaomi products. Japan’s cheap smartphone sellers said that “high cost performance is very attractive, and I hope to add Xiaomi products to the product line” . Unlike the previous two Chinese smartphone companies that landed in Japan, Xiaomi also simultaneously released a bracelet-type device for health management, which can be linked with a mobile phone and remotely control home appliances, and a rice cooker and luggage jointly created with Japanese designers. And other products, and strive to achieve profitability through a variety of product lines.
Since October of this year, Japan has revised the rules for mobile phone charges. Previously, consumers only had to sign a contract with a carrier, and mobile phone charges could be greatly discounted. Now mobile phone charges are reduced by up to 20,000 yen. This is a price advantage for Chinese-made mobile phones. A good one. In Japan, many people buy contracted mobile phones through mobile phone operators. Since Chinese mobile phones entered Japan late, and they did not work as well as other brands with contract operators, they paid more attention to non-carrier bundled mobile phone sales.
Apple’s market advantage is obvious
According to the latest statistics from the international market research organization IDC survey company, in July-September 2019, Japan’s total smart phone sales, Apple steadily ranked first, accounting for 45.7%, second Sharp accounted for 13.3%, third Fujitsu Accounted for 10.5%, the fourth is Samsung 8.4%, and other mobile phones accounted for 13.7%.
“Nihon Keizai Shimbun” reported on the 10th that in the Japanese market, Apple’s smartphone iPhone has a large market share advantage, and telecommunications operators mainly attract customers through the iPhone, it is not easy to capture Apple’s territory. It seems that whether Xiaomi can show new charm by combining IoT appliances with smartphones becomes the key. A senior market analyst at IDC’s Japanese branch also pointed out that for Chinese mobile phones to continue to penetrate the Japanese market, they need to strengthen customer service and support.
Launch 5G next spring
Regarding why you chose to enter the Japanese market at this time, the person in charge of Xiaomi told Japanese media that considering that Japan will also promote 5G next year, coupled with the Japanese mobile phone market is undergoing a period of change, hoping to provide high-quality and affordable products to adapt to this Change and meet user needs. According to analysis of relevant persons, in order to welcome the launch of 5G next spring, major mobile phone operators in Japan are actively discussing the procurement of Chinese-made 5G mobile phones with competitive prices.
The Asahi Shimbun stated that it is undeniable that Japan is behind in 5G. The United States and South Korea started 5G services in April this year, and more than 20 European and Middle Eastern countries have opened 5G services. In order to promote the popularization of 5G, the Japanese government and the ruling party will accelerate the construction of 5G networks by reducing or exempting corporate tax and fixed asset tax. At present, the four major telecommunications operators in Japan are speeding up preparations for opening 5G services next spring. By the end of 2020, 5G base stations will be constructed in 47 prefectures and counties in Japan. In 2024, more than 10,000 base stations will be established nationwide.
In June this year, the Japanese government convened a cabinet meeting and decided on a new information technology strategy with the popularization of 5G communication networks as the main policy. As a 5G base station, the information machine will be opened to four telecommunications operators in Japan, and the existing facilities will be fully used to quickly and inexpensively complete the facilities.