Original Tian Qiaoyun's new retail business review is included in the topic #新consuming44# Industry Observation 14
Author: Tianqiao Yun, new retail Business Review senior editor
"Buyers are separated from users, and student mobile phone positioning has become an awkward problem."
Good text 3487 words | 6 minutes to read
The title picture comes from the movie "Parasite"
At the beginning of this year, the General Office of the Ministry of Education issued the "Notice on Strengthening the Management of Mobile Phones for Primary and Secondary School Students", clearly requiring primary and secondary school students to not bring personal mobile phones into campus in principle. The notice also emphasized that the school should incorporate mobile phone management into its daily management, and do a good job in home-school communication to form a joint force for home-school education.
Obviously, how students use mobile phones properly and reasonably is not only a matter of concern to parents.
With the popularization of the Internet, mobile phones have long become the infrastructure of people's lives. According to QuestMobile data, as of November 2020, the number of active users of Generation Z represented by post-95s and post-00s has reached 320 million, accounting for 28.1% of all mobile Internet users.
In addition to the increase in numbers, there is also a general consensus that, compared with adults, underage students have weaker self-control and insufficient awareness of the correct and rational use of mobile phones.
As a result, many countries, such as Italy, France, Germany, the United States, the United Kingdom, and Japan, prohibit students from bringing mobile phones into campus or classrooms; some countries require students to use mobile phones only under the guidance of teachers and parents; Finland prohibits the use of mobile phones. Students under three sell mobile phones.
In China, "what kind of mobile phone? When do you use your mobile phone? How long can you use it every day?" etc. have also become the main fuse of the current intensification of conflicts between parents and students. At the same time, because there are no clear regulations, schools have very different attitudes towards mobile phones.
Some elementary and junior high schools "decline the use of smartphones on campus". In high schools, due to learning needs, some schools advocate that students use mobile phones to obtain information reasonably, while others prohibit smartphones from entering campuses.
As a result, a series of student mobile phone concepts such as card mobile phones, anti-addiction mobile phones, and Internet addiction mobile phones began to emerge. So, what kind of mobile phone is a student mobile phone? Compared with traditional mobile phones, do student mobile phones only need to meet the needs of students? Is the so-called student mobile phone a pseudo-concept?
Who is the mobile phone for?
As early as 2015, Baidu’s "Mobile Internet Development Trend Report 2015 Lunar New Year Edition" report showed that the mobile phone usage time after 00 was 1.2 times that of those before 50, and the number of application downloads was 2.7 times that of those before 50.
Mobile phones are just like "water, electricity, and coal", becoming a necessity for people, especially the younger generation.
"Sometimes teachers will assign homework on QQ or WeChat, and it is not practical to prevent children from using mobile phones at all." Ms. Jiang (pseudonym) said helplessly. Her child is in the third year of junior high school this year. When it comes to using mobile phones, the mother and daughter have been in a state of fighting for wits for a long time.
According to Ms. Jiang, before the epidemic, she and her daughter entered into a "mobile phone convention" for the use of mobile phones. However, during the epidemic period, mobile phones need to be used for online lessons, and the "mobile phone convention" has completely invalidated. My daughter is about to enter the entrance exam. Ms. Jiang sees her daughter reading her mobile phone while doing homework every night. She is really anxious in her eyes. She hopes that after entering high school, the school can strengthen the management of students' mobile phones during school.
On the one hand, parents are worried about how to make their children use mobile phones better. On the other hand, the student party is unwilling to give up the right to use mobile phones. In their view, owning a mobile phone of their own is not only a need for learning, but also a need for socializing.
Mary, who was in the first year of high school this semester, just pestered her parents to change to a new smartphone. Her reason is that in addition to checking the homework assigned by the school teacher, the classmates are all playing mobile games, and she can't participate in the conversation topics of the classmates who don't know how to play games.
The online education company Afanti once released the "Report on Internet Learning Behavior of Post-00s in China" based on the platform’s own data. The report shows that post-00s use their mobile phones for an average of 2 hours and 15 minutes a day, and spend an average of 37 minutes watching videos and 32 minutes socializing. , 28 minutes of games, 15 minutes of learning.
The unstoppable trend of mobile phones has gradually changed the attitude of many parents from absolute "blocking" to strategic "sparse".
This change and the actual needs have made the concept of "student mobile phones" appear. However, compared with the market demand for "elderly mobile phones" created by the huge elderly population, student mobile phones have not yet become a key market for mobile phone companies.
From a business perspective, there are commodities wherever there is a market. But the vague concept of "student mobile phone", coupled with the lack of independent economic rights, separation of buyers (parents) and users (students), makes the positioning of student mobile phones in an embarrassing situation.
In addition, from a sales perspective, most student mobile phones are not priced high. Relatively speaking, mobile phone manufacturers are more willing to invest R&D and marketing expenses on high-end smartphones that cost thousands of dollars.
Dual separation of high-end and low-end
Searching for "student phone", the results are dazzling.
New Retail Business Review opened the mobile phone Taobao and found that the lowest price is a Newman non-smart phone, which is only 68 yuan; the higher one is the Huawei Enjoy Internet addiction smartphone, the price is close to 1,800 yuan; Xiaomi has a 5G The price of a mobile phone for learning to quit internet addiction is also nearly 1,300 yuan. It can be seen that the price difference between low-end machines and high-end machines is more than 20 times.
The price is different, the user group is also different. According to the observation of New Retail Business Review, in the field of low-end student mobile phones, the user group presents a situation of "small in the middle and big in the middle":
At the two ends are elementary school students in the lower age group. Parents usually buy non-smart phones for them as communication tools because they do not have the financial means. The other part is high school students. At this stage, they are busy and stressed. Therefore, some schools require Non-smart phones, such as card phones or keyboard phones, must be used during school. Many parents buy such phones as backup devices.
Card phone (CARD Phone) has a thin and mini body, usually only over 50 grams, close to the touch screen of a smartphone in appearance and operation, but its built-in functions are very simple, usually only basic functions such as calls, text messages, calculators, and flashlights.
For example, Newman R15 uses "no Internet access, no downloads, no WeChat QQ, no games" as its selling point; Dove V9 is an ultra-thin mobile phone about the size of a credit card. It claims to be "no interruption in class, black and white list". , One-click for help, support for taking pictures, and protect eyesight."
In some key high schools in Shanghai, some parents even buy such mobile phones in groups. Parents believe that this type of model can not only maintain communication with children, but also prevent children from indulging in the world of mobile Internet.
The keyboard machine is another main product of student mobile phones. It can be roughly divided into two categories, one is the young and cute route, such as Dove’s V9 mini phone and Chuangxing’s V5 thumb phone; the other is mature and classic, such as Nokia 220 and BlackBerry key series.
In addition to card machines and keyboard machines, there is also an "elderly machine" that specializes in the elderly, which has also entered the student machine market because of its simple functions.
In addition to student groups, card machines and elderly machines with simple functions have also become the first choice of some working professionals instead of mobile phones or backup machines.
In Douban’s "Quit Mobile Phones" group, someone proposed "the feasibility of replacing smart phones with older phones." However, some netizens pointed out that the biggest obstacle for young people to use such non-smart phones lies in the two things of "shopping" and "scanning codes."
In terms of branding, the student mobile phone market as a whole shows a trend of "a hundred flowers blooming".
There are not only traditional big brands such as Huawei and Xiaomi, but also niche brands such as Yijia, Meizu, Dove, Koobee, Haoxuan, Tianyu, Xiaojiao, and Atman.
Among these brands, the models launched by Honor, vivo, Xiaomi, OPPO, etc. are relatively high-end, and are more popular with junior high school students and college students, and the prices are generally between 1,000 and 3,000 yuan.
Functionally, this type of model is also completely different from low-end student mobile phones such as cards or keyboards. AI beauty, large memory, e-sports screens, and stereo sound are often the selling points of this type of mobile phone. It is also more fashionable in appearance, and some brands even adopt idol endorsements and co-branding strategies to attract target groups.
The "curve to save the country" at the software level
Students don't like to use the simple function machine; the fashionable smart machine, parents are not at ease.
From a parent's point of view, this worry stems from two aspects: on the one hand, children's addiction to games, on the other hand, the information on the Internet cannot be filtered.
According to a survey conducted by the China Internet Network Information Center, the number of Chinese youth online game users has exceeded 200 million. The "anti-addiction" function has become the research and development focus of many software and hardware developers.
Not long ago, Tencent announced the launch of the "face recognition" function. Users who reject or fail face recognition verification will be directly included in the anti-addiction supervision at the login link, and the payment link will not be able to continue to recharge to restrict minors from using smartphones.
Mobile phone brands are also actively following up. OPPO has built an anti-addiction system including real-name authentication and top-up amount limitation on student mobile phones.
In 2019, Narada Big Data Research Institute launched a national questionnaire and released the "Survey Report on the Status Quo of Minors' Mobile Internet Usage" based on a combination of reporters and research.
The report shows that 21.25% of the interviewed students said they had encountered pornographic or violent information when using their mobile phones. Some game peripheral apps have become hotbeds for the dissemination of such information.
Therefore, some smart phone brands also choose to cooperate with professional green Internet software companies to jointly develop at the operating system level through customization, so that the mobile phone has functions such as managing applications, blocking bad websites, and cannot be uninstalled, and cannot be refreshed.
The "Green World" listed on the New OTC Market, in addition to launching its own brand Xiao Gray phone watch, Xiao Gray student mobile phone and Gray Box, has also cooperated with two major domestic well-known mobile phone brands, vivo and OPPO, to launch customized student phones. .
In terms of channels, Green Net World is also trying to reach parents through cooperation with schools. However, from the perspective of effects, this promotion method is easily affected by factors such as regions and policies, and it is difficult to carry out quickly and on a large scale.
In addition to anti-addiction systems, some mobile phone brands have also launched a "child mode" for young children. For example, Huawei mobile phones have a "child account" function, which filters content that is not suitable for children to browse and provides a green Internet environment for children under 14 years of age; vivo The child mode of the mobile phone provides parents with functions such as checking the child's mobile phone usage data.
However, some parents said that whether it is the so-called anti-addiction mobile phone or the child model claimed by some mobile phones, methods can be found on the Internet. For modern middle school students, it is not difficult to hack these systems.
During this year's "two sessions", Li Xia, a representative of the National People's Congress and director of Guangdong Baihao Law Firm, suggested that the state support relevant mobile phone manufacturers to develop special mobile phones for minors.
So, what kind of mobile phone is suitable for minors to use? Is it to meet the students' needs for learning, social interaction, entertainment, etc., or to meet the needs of parents to control or monitor students' mobile phone use? In the future, the mobile phone brand that can take the lead in solving this contradiction may be able to take the lead in student mobile phone segmentation.
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Quickly, what do you think about students using mobile phones?
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Original title: "The "Forbidden Zone" of Student Mobile Phones"
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