Source: Zhongxin Jingwei

Every year, new mobile phones are sprung up, and all kinds of "X", "Pro", "Mate" models are dazzling. The update speed is caught by surprise. Many netizens also need to change their mobile phones to change their mobile phones.At this time, many young people responded to changing mobile phone cases: you have “newly introduced new”, I ’m“ giving up ”, and spend the least money to buy the greatest happiness.

Why are young people who are keen to change "shells"?Is the mobile phone case business that is really good?

The mobile phone has not reserved the shell has been prepared

The mobile phone industry also has its own "Golden Nine Silver Ten".Recently, mobile phone brands such as Huawei, Apple, Xiaomi have been new, especially the Huawei Mate 60 series and iPhone 15 series have attracted much attention.The new machine has not yet arrived, and many consumers have prepared their mobile phone cases in advance, and they are waiting for the timing of buying.

"Only in the next few minutes or hours when the new mobile phone is opened, it is in the most primitive non -protective state. It is curled up in all kinds of 'shells' at other times, which is very safe." From BeijingThe post -90s boys, Xiaodi (pseudonym), intended to put their iPhone 14 Pro Max discount, add money to buy the latest Apple mobile phone.Before making an appointment on the 15th, he had placed four 15 Pro Max phone cases on the shopping platform two weeks in advance, and spent a total of 126 yuan (RMB, the same below, about S $ 24).

"I watched the popular science video before and said that when the new phone was opened, the edge of the mobile phone was smooth and easy to drop, so every time I changed my mobile phone, I held a new machine with a new machine for a few minutes, took a picture, and then settled the first time.On the mobile phone case. "Xiaodi said that if the screen of the mobile phone was broken, it was too expensive. It would always feel like" fluttering "without the shell, and it was particularly easy to slip.

In the afternoon of the 13th, Zhongxin Jingwei searched on Taobao, JD.com and other shopping platforms and found that many merchants were sold in the Huawei Mate 60 series and iPhone 15 series mobile phone cases.80 yuan.Taking the Taobao platform as an example, the most expensive one is the iPhone 15 series carbon fiber mobile phone case, reaching 1034 yuan, Huawei Mate 60 series mobile phone case is 924 yuan. Both mobile phone cases are all in the same shop, of which, of whichThe Huawei model has been sold, and the apple model shows temporarily out of stock.

Apple's official website shows that the iPhone 15 series appointment time is 8 pm on the 15th.Why hasn't the new machine released yet, and the mobile phone case on the shopping platform related mobile phone case has been sold hot?

On the above question, Zhongxin Jingwei consulted a business in Taobao, and the customer service responded that "it is indeed a real machine to measure the real machine, the data is accurate, and if it is not allowed to retreat."When you come, the other party will no longer reply.

Earlier media reports that in order to control the risks of potential design changes in Apple products, some mobile phone case manufacturers deliberately considered some subtle changes during design.For example, there will be greater speakers, cameras, and keys, so as to reserve adjustment space for the new iPhone's possible design changes.

But this is not foolproof.According to Xiaodi, when I bought 14 Pro Max last year, I also bought a few mobile phone cases in advance, but after the new machine arrived, I found that 2 models were not suitable for the size of the camera."Later, I was too lazy to retreat to friends who used 12 Pro Max, and found that the shell was tightly seamless with his mobile phone."

I changed 4 mobile phones in 10 years and bought more than 200 mobile phone cases

Some people describe that the mobile phone model is updated quickly every year, just like the mathematics class in high school, and walking down with a low head, you can't keep up at all.But compared to the fast -changing and expensive mobile phones, for young people, the freshness and cost -effectiveness of changing mobile phone cases are the highest.

In the hot topic on Weibo#<<<<<<<#, many netizens responded why they did not change their mobile phones and only changed their shells: "Of course because there is no money, mobile phones are thousands or even thousands of thousands,There are only dozens of dollars in the mobile phone case. "Some netizens said that the mobile phone is durable now, and it can be used for three or five years to buy a better one. There is no need to follow the trend.

Zhongxin Jingwei Search Social Platform found that many netizens were exposed to showing that they had dozens or even hundreds of mobile phone cases.

化 (pseudonym) told Zhongxin Jingwei that she changed her mobile phone about every two years, but the mobile phone case bought a dozen models a year. After 10 years, I changed 4 mobile phones, but the mobile phone case was almost used.200.

"Generally, it will be changed once in less than a month. Some are because the quality problems are broken, and some are faded and discolored, but most of them are just getting tired, just want to change it."

She said that the mobile phone case she used up was basically thrown away, and a few of the styles that I liked would stay in collections. In her own words, "Maybe I can use it all the time someday."会 said that sometimes there are too many mobile phone cases to buy mobile phone cases. As a result, I can't adapt to a new mobile phone. Generally, she will choose to pack it at a low price and hang it on the second -hand platform, or just give it to the right friends for free.Essence

"At present, there are still seven or eight new shells on hand, but the best -looking one is always the next one." 槑槑 believes that young people are keen to change the shell because the aesthetics of people will change over time.The mobile phone case will bring freshness. When some shells are bought, they feel very beautiful. It will feel average after a while, and you want to change the new.She said that anyway, the price of the mobile phone shell she bought is not high, and the most expensive is not more than 30 yuan. This low -cost happiness cannot be obtained by changing the phone, but it is possible to change the phone case.

The idea of

is different. Xiaodi buying a mobile phone case is simply to protect the phone. Sometimes he buy several of the same case because of the good quality or good use of the hand phone case."Other people will think I have used a shell for several years, but it is not."

Different from most people who are keen to change the mobile phone case, some people like to pursue new trends.Some high -end mobile phone cases are hundreds of hundreds, and the prices are straightforward.

In recent years, the mobile phone shell brand named Casetify has attracted much attention at its expensive price. The black logo is engraved with the mobile phone shell lens. Netizens call it "Hermes in the mobile phone case".

Zhongxin Jingwei inquired in its official flagship store and found that the store mainly sells Apple's surrounding products, as well as a small part of Huawei and Samsung mobile phone cases.No.The cheapest one is the iPhone 11 fantasy butterfly mirror mobile phone case. The price is 289 yuan, and the cumulative sales are over 10,000.The most expensive one is Nebula-ARSHAM Studio X Casetify joint mobile phone case to adapt to the iPhone 14 Pro Max with a price of 1389 yuan. According to incomplete statistics, this is currently the most expensive Apple mobile phone case on Taobao Tmall platform.

In addition, luxury brands such as LV, Burberry, Gucci have also produced the corresponding sky-high mobile phone case. For example, LV once launched a mobile phone case with a price of 38500-42,000 yuan, the most expensive gold crocodile leather shell priceClose to 7 times that it adapts to the iPhone 7 Plus.

According to the China Research Pwa Research Report 2022-2027, the in-depth research and investment strategy prediction report of the Chinese mobile phone case industry market in China is more and more needed for mobile phone cases.Buy more than 12 times.Calculated at a median price of the mobile phone case, the market may reach a scale of $ 22.5 billion per year.

Is it a good business for selling mobile phone cases?

On major e -commerce platforms, up to a thousand yuan as low as a variety of mobile phonesShell products are dazzling.The Tianyancha APP shows that as of September 14, there were nearly 27,000 mobile phone case -related companies in China, of which nearly 50 % were established in the past 3 years.

The huge profits of the mobile phone case were envious of even Luo Yonghao, the founder of Hammer Technology.He once said at a press conference, "The mobile phone of 1499 yuan has no profit, and the profit of 1799 yuan is not as good as selling mobile phone cases and protective suits to make money."

Although young people are keen to change their mobile phone cases, the business of mobile phone cases in recent years seems not so easy to do.This is a glimpse of the performance of Jemeter in the "first share of the mobile phone case" in the past two years.

Jemeter disclosed the semi -annual report on August 29. In the first half of 2023, the company achieved total operating income of 244 million yuan, a year -on -year decrease of 32.22%; net profit returned to the mother was 27.34 million yuan.; Deducting non -net profit loss of 49.2053 million yuan, a loss of 36.928 million yuan in the same period last year.

In terms of products, in the company's main business in the first half of 2023, the revenue of smartphone protection products was 187 million yuan, a year -on -year decrease of 29.85%, accounting for 76.80%of operating income.

Jemeter explained in the financial report that the decline in profits is mainly affected by various factors. The sales volume of downstream mobile smart terminal products in the company's industry continued to decline in the global scale.The brand business is affected to varying degrees; at the same time, due to the intensification of industry competition, the quotation of some important customer orders has been reduced, which further affects the company's overall gross profit margin.

Data show that Jemeter was founded in 2006, and smartphone protection products are the main sources of their revenue.Jemeit was listed on the GEM of the Shenzhen Stock Exchange in 2020 and was called "the first share of China's mobile phone case".However, its stock price has fallen in the past two years and has been in a state of breaking for a long time.The performance also retreated year by year. From 2020 to 2022, Jemeter's net profit was 106 million yuan, 28.216 million yuan, and -116 million yuan, respectively. Net profit continued to decline to losses.

At present, competition in the field of mobile phone cases has become increasingly fierce. In addition to companies that focus on segmented tracks such as Jaymeter, Casetify, Flash Demon, Bisi, and Pin Sheng, some mobile phone brands with their own peripheral products are also competing formarket share.In addition, the high -priced mobile phone case market is not mature, and the cost of low -cost is gradually reduced, the competition is fierce, and it will also force relevant companies to adjust the business direction and strategy.

Darui Consulting founder, telecommunications and Internet analyst Ma Jihua believes that the mobile phone case industry is becoming more and more difficult to make money now. There are three main reasons. The first is that the decline in mobile phone sales has led to the decline in mobile phone case shipments.The number is reduced, and the revenue will definitely shrink. Second, because the homogeneity is very serious, the competition is very fierce now. The price of various manufacturers has more room for choice. The entire profit margin is suppressed; thirdNow that smartphones are constantly emerging, including the emergence of alien mobile phones such as folding screens. Many manufacturers also have innovation in the protection and reinforcement of mobile phones, and the demand for user opponent shells is also declining.

For the future development and prospects of the mobile phone case industry, Ma Jihua said, "The mobile phone shell market will eventually change due to the development of smartphones.There are some applications that can bring actual value to users on the mobile phone case, so as to drive the entire sales volume. "