Mobile Phones - China - January 2016
“To stand out and attract purchases in China’s saturated mobile phone market, brands need to dedicate themselves to satisfying consumers’ unmet needs, building premium brand perceptions and differentiating brand identities.”
– Terra Xu, Senior Research Analyst
This report looks at the following issues:
- Is the smartphone market saturated in China?
- Satisfying unmet needs
- Building a premium brand
- Differentiating brand identities
Consumers are shortening the purchasing cycle of buying smartphones. Brand loyalty, however, is relatively low among Android phone users. This may be a result of the lack of differentiation between different Android phone brands, in terms of perceived performance on different aspects as well as brand associations.
To drive business growth, companies and brands need to focus on satisfying consumers’ unmet needs, building premium brand images and differentiating their brand identities.
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