The pursuit of youthful-driven performance supremacy and the strong IP that sparks social buzz | January's Popular Index List of 3C Digital Brands Consumption

Source: Shiyan Big Consumption Index

During this monitoring period, Apple, Huawei, Xiaomi, iQOO, and Redmi ranked in the top five of the list with comprehensive popularity scores of 1.94, 1.80, 1.71, 1.60, and 1.56 respectively.

The consumption trend of youth-driven performance supremacy is prevailing, and brands deepen their competitiveness with differentiated selling points

Compared with the November 3C Digital Rankings, the top five brands have not changed much. Only iQOO has emerged as a dark horse, rising by 8 places, pushing Honor, which was originally ranked fourth, out of the list and becoming the brand with the largest change in ranking.

Thanks to the official launch of the new iQOO Neo10 series on November 29, 2024, and the continued sales of the iQOO 13 released at the end of October, the brand's sales volume has increased by more than twice month-on-month, and its sales popularity has jumped to second place.

The two new products attract young user groups who pursue photography and gaming experiences with high performance and cost-effectiveness. Meanwhile, brands such as vivo, Redmi, realme, and Honor, which also focus on the young market, have also performed well in sales. The demand in the young market is strong, and the consumption trend of performance supremacy and cost-effectiveness dominance is obvious. Powerful functions such as gaming and photography have become selling points to attract young consumers.

 In addition, Philips and Nubia, as newly listed brands, have entered the 3C digital market segment from different perspectives and meet diverse needs with differentiated strategies.

Philips leverages the advantages of its brand's healthcare business to create a health watch that can monitor heart rate and blood pressure, occupying the market share with professionalism and long battery life; Nubia has launched a new year model phone with a unique orange design to cater to consumer groups who pursue good implications and a sense of fashion. As the market becomes increasingly saturated, brands continue to deepen their differentiated competition strategies and seize the psychology of consumers in order to stand out in the field.

New Year marketing promotes the efficiency of "front-link reach" in the digital category, and strong brand IP leads to social media discussions among users

From a细分 dimension, the overall search popularity index of the list is basically consistent with the comprehensive popularity ranking, showing an obvious "front-link reach" effect.

Among them, vivo carried out a variety of effective content marketing activities during the New Year, such as shooting New Year short films with star products, releasing New Year watermarks, and launching New Year gift boxes, which attracted widespread attention on social media, thereby increasing user reach and brand favorability, and the search popularity soared.

In terms of sales indicators, Apple still firmly holds the top spot. Due to the combination of low prices due to national subsidies and a high-end brand image, it has stimulated the purchasing desire of many consumers, and its "back-link conversion" advantage is prominent.

From the perspective of social media popularity indicators, Huawei follows Xiaomi as the second most popular brand. This is mainly because in mid-December, Yu Chengdong, the Executive Director of Huawei, entered the Douyin platform, which triggered netizens to provide optimization suggestions or express their love for the brand over the years as "Huawei fans".

In addition, Guan Xiaotong, the spokesperson of Huawei nova, carried out a series of promotional interactions on Weibo with the theme of "Xiaotong's Stylish Party", which aroused fans' enthusiastic discussions about the camera and high appearance of Huawei mobile phones. The interaction between company executives and spokespersons with consumers can effectively maintain user brand loyalty and expand brand awareness, and is an effective marketing strategy to promote "back-link conversion" and consumer purchases.

List Explanation

The Shiyan Consumption Compass Series Index Report is a consumer index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popular Index List", the "Industry Consumption Heat Index List", the "Product Consumption Wave Index List", and the "Consumption Popular Event List", as well as extended list reports within the corresponding scope. The aim is to objectively and truly present the trend characteristics of the consumer world through index evaluation, helping industries and brand owners to continuously track consumer market trends, provide references for business operations, and enhance comprehensive business competitiveness.

The industries continuously monitored by the Shiyan Consumption Compass Series Index List are as follows:

12 major industries including 3C Digital, Footwear and Apparel Accessories, Food and Fresh Produce, Household Appliances, Sports and Outdoor, Beauty and Cleaning, Mother and Baby Products, Home Furnishings and Decoration, Automobile Consumption, Toys and Musical Instruments, Pet Products, and Medical and Health Care.

Source: Shiyan Big Consumption Index

Disclaimer

This list is exclusively compiled by Shiyan Index. The views, conclusions, and suggestions of the list are for reference only and do not represent any specific investment advice or decision-making basis.

The calculation of the list data combines publicly available data from mainstream platforms and the data accumulation of the Shiyan Big Consumption Platform under SmartBuy Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but it is impossible to eliminate some errors or deviations caused by the limitations of the data itself. In addition, some of the data in this report has not been formally audited by an independent third-party auditing agency, so there may be unrecognized errors or omissions. It is particularly reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third-party names, brands, or products mentioned in the report are for illustrative purposes only and do not constitute an endorsement or recommendation. Any mention of these third parties should not be regarded as any form of endorsement or recommendation. The copyright of the report belongs to SmartBuy Technology Group and Shiyan Index. It is not allowed to copy or distribute without permission. SmartBuy Technology Group and Shiyan Index do not assume any legal responsibility for any loss or damage resulting from the use of the information in this report.