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Text | slow pixel

Editor | Wen Ba Niang

Since Motorola came to China with a mobile phone in 1999, it has become a necessity in people’s daily life. More than 20 years have passed, and the mobile phone terminal market has experienced many industrial leaps. Now it has already entered a new stage from the struggle of thousands of smart phones, and major mobile phone manufacturers have increased their investment in folding screen mobile phones. It seems that the folding screen mobile phone has become a new battlefield for their competition.

Folding screen mobile phone, is it just needed or false demand? Is the era when the national mobile phone is ruled by folding screens really coming?

When the folding screen mobile phone becomes a fashion "symbol"

I don’t know when the folding screen mobile phone became a symbol of wealth and trend. When the migrant workers in the first-tier cities returned to the county, they suddenly found that the "rich women in the county" already had a folding screen mobile phone-they may not be strong women who walk in the first-tier cities with BGM, but they have BMW, Audi, brand-name bags and folding screen mobile phones.

Just like the advertising slogan of Samsung’s folding screen mobile phone, "It’s time to fold together". "Sisters have it. It’s cheaper than Apple 14. Why not buy it?" Xiaohui, a post-95 girl from a county town in Sichuan, said: "What’s the meaning of going back and forth besides chasing drama or chasing variety shows and brushing news?" Anyway, I don’t understand it, just chase it! "

Xiaohui’s mentality reflects the attitude of some consumers towards folding screen mobile phones. They don’t have a demand for the function or individual use value of specific things, but actually have a demand for the meaning (and the difference of meaning) given by goods.

As Baudrillard pointed out in Consumer Society, "the logic of goods has been popularized, which not only dominates the labor process and material products, but also dominates the whole culture, sexual desire, interpersonal relationships, and individual fantasies and impulses."

In Baudrillard’s eyes, things are not an objective entity, but a symbolic meaning with an objective entity as the carrier. Drinking Coca-Cola is not so much a consumption of carbonated drinks as a consumption of a meaning and recognition of a certain lifestyle. The mobile phone has become a fashion symbol, which began to appear as early as ten years ago.

In 2013, six years have passed since Jobs took out his first Apple mobile phone. In a university in Harbin, Tian Qing, a 21-year-old senior, finally got the first Apple mobile phone in her life. At that time, most of her classmates were using Nokia E63 or Lenovo, TCL and other brands of full keyboard or flip phones. This Apple mobile phone 3 was bought as a birthday present for the sailor’s father when he passed through the United States.

Every era has its own imprint, regardless of industry or field. In the eyes of domestic consumers, Motorola, Nokia and BlackBerry, which are deeply loved by geeks and business people, are all "trendy products" of their respective times. With the entry of Xiaomi, a showstopper, the price of the smart phone market has finally been reduced to less than 1,000 yuan, and the "trendy" attribute of smart phones has weakened, returning to universality and popularization, and mobile phones have gradually become "tools".

Image source: Huawei Weibo, China

For example, a migrant worker in the Imperial Capital, who is in sharp contrast with the "county rich woman", was born in 1992. "I use the folding screen mobile phone as a production tool, while checking information and writing a copy." He said that as a typical "copywriter dog", you no longer have to carry a brick-like tablet or a computer weighing several kilograms, which is "real freedom". "But the screen is still too small. Sometimes I feel that my eyes are going blind. It is ok for a short time, but it is still very uncomfortable for a long time."

But another feature of fashion is that it will definitely come back. Nowadays, the folding screen mobile phone, which has some similarities with the flip phone, has begun to become the fashion trend of this era. In this sense, the folding screen mobile phone at this time has become a new symbol.

A new track that all manufacturers want to win.

But in any case, the folding screen mobile phone was completely popular in 2022.

According to IDC data, in the fourth quarter of 2022, the single-season shipment of folding screen products in China reached a new high, with more than 1.1 million units shipped, and the annual shipment was nearly 3.3 million units, up 118% year-on-year. The proportion of folding screen products in the domestic smart phone market rose from 0.5% in 2021 to 1.2%.

Looking at this set of data alone, it seems that there is nothing surprising. However, it should be noted that in 2022, China’s smartphone shipments dropped by 13.2% compared with 2021, to 286 million, which was the first time in ten years that it fell below 300 million. Compared with 470 million smartphones shipped at the peak in China in 2016, it shrank by about 40% year-on-year.

Between a liter and a drop, the market for folding screens seems to be good for the naked eye. However, after further study, it will be found that behind the good-looking data is that the base of folding screen mobile phones in 2021 is low enough.

Even so, for the mobile phone manufacturers who have been fighting for several years in the "price war" and "stacking war" and finally see the new possibilities in the industry, the folding screen mobile phone is indeed a direction that can focus on.

As a rare bright spot in the mobile phone market in recent years, the emergence of folding screen mobile phones can not be separated from the pioneering move of Samsung, an old mobile phone manufacturer. The world’s first commercial mass-produced smart folding screen mobile phone is the Galaxy Fold from Samsung, which was launched in 2019. The 7.3-inch flexible large screen broke through the limitations of the original mobile phone screen. With this, Samsung has also brought the industry to a new era of folding screen mobile phones. As the pioneer of folding screen, in 2022, Samsung’s share in the global folding screen market was 16.5%, ranking second in the industry.

Image source: Weibo @DTCHAT

But the first person in the industry is not necessarily the one with the largest market share, and this first-Mover advantage was quickly surpassed by Chinese mobile phone manufacturers. Through the picture of IDC, we can see that Huawei has the highest proportion in the global market, even nearly three times that of Samsung. In 2022, Huawei exerted enough force on the folding screen mobile phone side.

According to public information, Huawei’s folding screen mobile phones are Huawei Mate X2, Huawei Mate Xs 2, Huawei P50 Pocket and Huawei Pocket S, and these mobile phones have a good popularity.

Huawei Yu Chengdong once said at Huawei Pocket S and the new product launch conference of the whole scene: "For every two folding screen mobile phones sold in China, one is Huawei." This shows Huawei’s determination and confidence in folding screen mobile phones.

In addition, OPPO won 13.8% market share with Find N2 Flip, ranking third. Followed by vivo, glory and Xiaomi, with market shares of 7.7%, 6.5% and 6.4% respectively.

In 2022, mainstream mobile phone brands including Huawei, Samsung, Xiaomi, OPPO, Glory and vivo continued to launch new folding screen mobile phones. According to the rough statistics of public data, at least 20 mobile phones with folding screens will be released in the second half of 2022.

With such a dense pace of new product launch, it is no wonder that the outside world will think that this is a new track that is quite interesting. However, in the view of slow playback, there are two reasons for the popularity of folding screen mobile phones.

First, the market needs new stories. From the launch of Apple’s mobile phone in 2007, smartphones have been on the market for 16 years. In these 16 years, smartphones have grown from scratch, and their functions have changed from single to multiple. Although the market can see the efforts of major manufacturers, it boils down to nothing more than the previous "price war" and the subsequent "stacking" wars in photography technology, screen pixels, memory, chips and design. No real breakthrough has been achieved in the industry when major manufacturers "rolled up" internal injuries.

Second, the market has new demands. In the past few years, the competition in the low-end market of domestic smart phones was the fiercest, so at that time, the market scale of "thousand yuan machine" was even larger. However, in 2021, the contribution of domestic smart phones with a revenue of more than 4,000 yuan has exceeded 50%, and it has gradually become the consensus of the global smart phone industry to make efforts in the high-end market. The folding screen mobile phone is a representative model of high-end mobile phones in terms of function and price. In this case, it is expected that the manufacturer will re-note the folding screen mobile phone.

How far is it from real popularization?

Mobile phone manufacturers have made a big bet to compete, and each even hopes that their folding screen mobile phones will become a sharp weapon for brands to seize the market, but consumers like Mingming and Xiaohui just want to use them as dispensable "tools" or fashion products. This kind of opposite direction of supply and demand has implied the difficulty of widespread popularization of folding screen mobile phones.

After all, they are also quite representative among consumers. What’s more, since the folding screen mobile phone went on the market, consumers around it have not been interrupted.

"At the beginning, the price of the folding screen mobile phone bought with an early adopter mentality was really painful for several months. After buying it, it seems that there is nothing special except’ pretending’." Xing Lei is a digital enthusiast, a fanatic who wants to get started whenever a new product goes on the market.

"If you have to say a few special places, it is that the sound of opening or closing the folding screen is very loud, and every time you fold, you are worried that the screen will break." Because Xing Lei started folding the screen phone earlier, the folding technology of the screen was really not very good at that time. However, what impressed him was the price of changing the screen. "Not long after I bought it, my mobile phone fell to the ground. It was not my mobile phone but my wallet that was broken." According to him, it took more than 3,000 yuan to change the screen, which is equivalent to the price of a mid-range mobile phone.

It is Xing Lei’s obvious feeling that there are few people around to buy and most of them are watching the excitement. "I always feel that I have paid an IQ tax."

Xiaohui’s idea is not so complicated. When she bought a folding screen mobile phone, the price has already dropped. "Seven or eight thousand yuan, the price is not as expensive as Apple’s 14. The latest model is small and cute, which is very suitable for girls." Yan value is justice and the price is acceptable, which is all her requirements for mobile phones.

Both Xing Lei and Xiaohui are essentially "not bad money" people. But for more mass consumers, their replacement cycle and acceptable price are not the case.

In the recent survey of folding screen mobile phone consumption for young people, we may be able to see some trends.

According to the survey data, among the young consumers aged 21-35, less than 5% use folding screen mobile phones, and more people are still using straight screen mobile phones; In terms of replacement cycle, 1-2 years and 2-3 years have the largest number of consumers, accounting for more than 70%, while changing mobile phones within one year accounts for less than 5%.

In terms of mobile phone prices, mid-range models are more popular, with the prices of 2001-4,000 yuan and 4,001-6,000 yuan bringing consumers the most, accounting for 28% and 26% respectively. Consumers with the price of 6,001-8,000 yuan dropped sharply, only 17%, and consumers with mobile phone prices above 10,000 yuan were less than 10%.

From the survey data, it can be clearly perceived that the price of 6001-8000 yuan for folding screen mobile phones is not high. This also means that the folding screen mobile phone wants to extract the target consumers from this group of people, and its potential consumers are bound to be less.

When asked about the price range of folding screen in consumers’ minds, 33% of consumers think it should be in the range of 4001-6000 yuan, 23% of consumers can accept the range of 6001-8000 yuan, but 26% of consumers think that the price of folding screen mobile phone can reach 2001-4000 yuan.

For the purchase intention of folding screen mobile phones, "may buy" and "resolutely not buy" are almost equally divided, accounting for 10%; Their feedback on "under what circumstances will they buy a folding screen mobile phone" can also explain the problem quite well: geek mentality and early adopters with products account for the highest proportion, exceeding 31%, and those who pull out weeds after being planted by others account for 18.5%, and those who need it for work account for 13.5%. The proportion of consumers who "buy after popularization" is 8%. It is worth noting that 16% of consumers said that "they will regret it after buying it".

Therefore, Slow Release believes that it is still too early for mobile phone manufacturers to increase their overall market share through folding screen mobile phones, when the folding screen mobile phones with high technology and price are far from being popularized. Moreover, there are still many unsolved difficulties in folding screen mobile phones, which need to be improved by manufacturers. Such as "too heavy, poor performance, expensive maintenance", "expensive, nothing special in function", and 22% of consumers think this is a "proper IQ tax, don’t pay for’ semi-finished products’"

However, they also said that if the folding screen mobile phone is stable in all aspects and the cost drops to a relatively reasonable range, it will still consider buying it.

In addition, among the purchase decision factors of folding screen mobile phones, consumers rank in the top five in terms of function/performance, price, operating system and design, and pay little attention to the brand. This also reflects from the side that the passionate consumption era of "rushing to buy the latest mobile phone" has passed, and the rational consumption era of "paying attention to function, function and price" has arrived.

Generally speaking, although from the perspective of consumers, the folding screen mobile phone is still a long way from the real popularity. However, it is worthy of recognition that the investment of domestic smartphone manufacturers in new technology has freed them from the whirlpool of "price war" and turned to the real technical level PK.

We also have reason to believe that this long-term investment will surely lead China’s manufacturing industry to a broader world.

References:

1. Zijin Finance Analysis: Will folding screen mobile phones become the mainstream of the market in 2023?

2.IT Times can’t afford to repair the folding screen mobile phone.

3. Why was Samsung, which dominated the global folding screen mobile phone market by China Electronic News, "turned over" in the China market?

4. Why hasn’t the geek network folding screen mobile phone become mainstream?

5.36 "Essence" and "Hardness" of Krypton Folding Screen

　　Bright pictures/vision china

　　[thoughts]

　　editorial comment/note

　　Labor refers to the activity that people create material wealth and spiritual wealth necessary for their own survival and development through their own hard physical or mental efforts. In the new era, labor education has been picked up again, and schools have gradually begun to jointly carry out labor education practice with society and families. But in reality, labor education is often reduced to a simple task in daily teaching, a simple physical education, skill learning, and even alienated into entertainment, punishment and domestication. This paper holds that the lack of understanding of the connotation of labor and labor education still leads to some misunderstandings in the practice of labor education, such as the "servitude" of cognitive mental work that makes learning and labor oppose each other, the "play" that replaces the real pleasure of labor, and the lack of continuity in labor education, which needs serious reflection based on the connotation of labor education, and has certain practical pertinence, hoping to bring inspiration to readers.

　　1, learning "servitude" put learning and labor in opposition.

　　In recent years, labor education has been promoted to the same position as moral education, intellectual education, physical education and aesthetic education, so some schools have vigorously carried out labor education practice. Some open up schools to build farms and guide students to carry out productive labor practice; Some combine social resources and rely on labor education practice bases to organize students to experience labor. Social practice activities of learning agriculture and learning industry are carried out regularly every year in many places. However, while increasing the opportunities of labor experience, we will find a conventional concept that students’ daily study is not labor. This is really worth reflecting on. Isn’t learning itself labor?

　　In fact, learning itself is also a kind of labor, and learning is cognitive mental labor. Soviet educator Suhomlinski believes that "labor education begins when students sit behind desks and study. Desk is the most complicated machine tool, which makes children, teenagers and teenagers feel that it is shameful to be careless, and laziness and idleness are sad. It is the most difficult thing for students to establish this understanding in education". Learning is a kind of labor that promotes the combination of wisdom and hands’ efforts. In this labor, learning is labor, while knowledge is the result of labor efforts. Under the background of digital labor era, the function of labor gradually turns to the existential function of realizing personal self-worth and obtaining the sense of value and meaning of existence. From this perspective, completing labor outside of learning may not be able to obtain more sense of value and existence than learning process.

　　If learning is labor, why talk about labor education now? Why didn’t the mental work, which occupies the main position in students’ life at present, achieve the purpose of labor education? Why do schools often oppose mental labor and productive labor, and think that too much emphasis on intellectual development leads to insufficient labor experience? This is because the mental work of learning is alienated, and learning has been externalized as "labor".

　　To recognize that learning is externalized as "labor", we need to trace back the essence of learning, a mental labor, and re-examine the current learning process of students. From Marx’s definition of labor, we can see that labor is firstly a process between man and nature. In the process of material exchange with nature, people increasingly realize the common attributes of things and phenomena, and find the regularity and connection between them, while mental labor is expressed in the form of representation, concept and reasoning. Learning this mental work ultimately points to scientific understanding of things, which is also an essential attribute for learning to become mental work. At present, students’ learning has gradually become "externalized labor" pointed out by Marx. Marx said in the Manuscript of Economics and Philosophy in 1844: Labor is an external thing for workers. In labor, he does not affirm himself, but denies himself. Instead of feeling happy, he feels unfortunate. Instead of freely exerting his physical strength and intelligence, he makes himself physically tortured and mentally destroyed. Once the external force stops, he will escape from labor like a plague. This exposition of externalization of labor seems to be just right to describe the study of today’s students. Students’ study is not to scientifically understand reality, but to pursue external material needs. The "tearing books after the college entrance examination" repeatedly exposed by the media reflects the students’ escape from this externally imposed task. Therefore, learning is no longer real labor, and it no longer has the function of liberating physical strength and intelligence.Instead, it becomes "hard labor", so it has little effect on improving students’ labor literacy.

　　2. "Gamification" makes students lose their interest in labor.

　　Corresponding to the fact that learning has become "hard labor", other forms of labor education that are gradually emerging show a trend of "gamification". Some schools carry out interesting and wonderful labor activities to attract students, and some schools integrate labor education into spring outing. On the one hand, this can improve students’ enthusiasm for participating in labor, but on the other hand, we need to pay attention to avoid blurring the difference between labor and games. Labor is the process of externalizing oneself, while game is the process of internalizing reality. The fuzziness of the difference between labor and games is more obvious in the digital age. Digital labor blurs the time-space boundary between entertainment and work, and dispels the traditional antagonistic relationship between play and labor.

　　Labor is a serious process of giving, and the joy of labor lies in creation. This kind of giving also explains the self-externalization of labor. Students devote their physical strength and intelligence to the labor process and gain certain results. The pleasure that students feel in their work is the pleasure of creating things because of self-sacrifice, not fun. There is a difference between labor and games. Games can naturally bring satisfaction to children, but labor itself has no interest in children, so the interest in labor needs to be cultivated and developed consciously. The "gamification" of labor makes many activities look interesting, but there is no labor in essence, and students can’t gain interest in labor. Suhomlinski believes that the interest in labor should be manifested as "they realize that they can act on nature, make plants give fruits, and use tools to process wood or metal into needed shapes". Therefore, in the practice of labor education, we need to judge whether the interest in the labor process comes from giving and creating, or is interfered by other factors such as gamification.

　　The contribution in the process of labor can cultivate positive labor values and make students love the working people and respect the fruits of labor. At the end of the 19th century, a "new" school appeared in France to train people engaged in "advanced knowledge occupations". In this school, students treat manual labor just like games and sports, because they don’t have to live by manual labor in the future. Although this school is located in the countryside, the students are far away from farmers’ lives. Although they are also working, they can’t really understand and study various social relations. Rousseau believes that only by taking part in labor in person and understanding all its complexity and arduousness according to experience can students judge the social significance of a production department in the future. Therefore, if we don’t regard labor as a serious process, we can’t cultivate our feelings for the working people, and we can’t cultivate our appreciation for the obtained survival materials.

　　3. Labor education stays in experience and ignores daily self-service labor.

　　At present, the labor practice of studying industry and agriculture in some areas is vigorously carried out, and an institutionalized labor experience system is gradually formed based on the construction of learning industry and agriculture bases. However, the persistence of these activities is worthy of attention. Most schools spend one week each semester leading students to experience labor, but they only stay in the experience once each semester, and there is a lack of cohesion between the activities, which is easy to make the labor experience become a casual entertainment. What’s more, some schools organize students to pull weeds in wasteland, and students regard pulling weeds as a kind of hard labor. This kind of labor experience of "working without teaching" deepens students’ rejection of manual labor. Therefore, the experience of labor must be complete, so that students can see the results of labor and feel satisfied with the achievements they have made through their own labor. If we just stop at pulling weeds without letting students experience the significance of pulling weeds for the growth of saplings, it will be difficult for this labor experience to play its due role. To lead students to plant wheat seedlings, we should let them see the process of wheat seedlings growing, heading and harvesting, and even let them see the process of wheat grains turning into food. At this time, the sense of pleasure comes not only from obtaining external products, but also from experiencing the sense of value and existence of labor.

　　In fact, daily self-service labor is just the way to implement the principle of continuity of labor education. However, these are often ignored in schools and families. Schools spend time and energy to organize off-campus labor practice, but at noon, catering staff bring students lunch to the classroom, "depriving" students of the opportunity to experience self-service. The relationship between man and self is at the core of the three attributes of man, which also means that students’ self-service labor plays a vital role in students’ all-round development. Self-service labor can be regarded as the beginning of labor education. No matter what kind of productive labor he is engaged in in in the future, self-service will become his obligation and habit, and it is also the habit of cultivating people to observe discipline, meet their personal needs by doing it themselves, and form the habit of respecting others. When students get food effortlessly, it is difficult to ask them to respect food and labor.

　　4. Strategies and suggestions for getting out of the misunderstanding of labor education practice.

　　"If there is labor, there may not be education". Labor needs to satisfy three relational attributes, namely, man and self, man and nature, and man and society. The basic contents of labor are: self-service labor, productive labor and social welfare labor. Labor education is a practical activity based on physical labor and material production labor, exploratory innovation labor and artistic aesthetic labor, which is manifested in independent life in family life, practice and hands-on operation in study, public welfare activities in society and various professional labor. Therefore, the strategy to get out of the misunderstanding of labor education practice is to balance people’s different forms of labor demand through diversification.

　　First of all, set up a cohesive and comprehensive labor education course. Dewey once said in The Waste of Education that all aspects and stages of education lack the necessary connection and cohesion with each other, which leads to conflicts and even negative effects. Similarly, in order to avoid the waste of education caused by labor education staying at the experience level, the labor education curriculum needs to pay attention to the cohesion of labor content and skills, which is reflected in the cohesion of curriculum content and the cohesion of education system. In terms of course content, it is necessary to set up labor courses that echo and connect properly according to the needs and characteristics of students of different classes and grades. In the education system, it is necessary to consolidate the skills and concepts of labor education through the cooperation between family and society. Schools can encourage students to find service jobs at home, take the initiative to participate in housework, and learn some labor skills. In addition, the content of labor curriculum also needs to take into account three basic labor education contents, namely, self-service labor, productive labor and social welfare labor.

　　Secondly, change the concept of labor education of parents and educators, so that parents and educators can establish labor education awareness. The promotion of the cooperative mechanism between labor educators and schools puts forward higher requirements for teachers and parents’ awareness of labor education. For example, some schools will arrange "homework". If teachers and parents can’t pay attention to it, the effect will be greatly reduced. In order to avoid staying in the curriculum, labor education needs to enhance the awareness of teachers and parents. On the one hand, it is necessary to interpret the connotation, function and significance of labor education in combination with the development of the new era. On the other hand, it is necessary to change the concept of labor education through necessary education and training, so that they can voluntarily carry out and cooperate with the development of labor education activities.

　　Finally, actively develop creative forms of labor and promote the combination of physical strength and brain power. Creative labor enables students to use the power of wisdom in physical labor, realize the unity of "internal thinking" and "external doing", and thus experience the happiness of labor. Wang Shaoliang, a scholar, believes that the labor values of contemporary teenagers have changed from "labor glory" to "labor happiness", that is, from "a kind of praise obtained from the outside through labor achievements" to "confirmation and affirmation of an essential force from their own labor achievements". Therefore, the development of school labor activities can not stay in simple physical labor, but needs to develop challenging creative labor that can show students’ physical and mental potential. Suhomlinski’s "creative labor theory" also points out that the content of labor education should be enriched with enough knowledge, abundant wisdom and refined talents.

　　 (Author: Ning Bentao Feng Linlin, respectively, professor of the Department of Education, Department of Education, East China Normal University, researcher of the Institute of Basic Education Reform and Development; Master student, Department of Education, East China Normal University)

Live broadcast: On November 3rd, in the 21st round of U21 League, Shandong Taishan U21 team defeated Shanghai Harbour U21 team 2-1, locked in the championship one round ahead of schedule, and got the qualification to participate in the 2024 season B. According to "Football News", in the final round, there were four teams competing for the remaining one B spot.

According to the rules, the top two players in U21 League this year won the number of places in China B, but the rules on registration, promotion and demotion have not been finalized. After this round, Taishan scored 45 points, Haigang scored 40 points, Dalian scored 39 points, Rongcheng scored 39 points and Shenhua scored 38 points. Taishan U21 team has won the championship ahead of schedule and successfully rushed to B, while the four U21 teams of Haigang, Dalian, Rongcheng and Shenhua all have hope of rushing to B in the final round.

At present, the situation in the seaport is the best. If you win, you will get the qualification of B. If you draw, you need another game and it will be a draw. If you lose, you will miss B.: If Dalian people win and the harbor doesn’t win, they can get the qualification of B, and they will be tied or negative; If Rongcheng wins, and the harbor doesn’t win, it will get the qualification of B, and it will be flat or negative; If Shenhua wins and Dalian people draw with Rongcheng, they can get the qualification of B.

(Tiger)