Does China Mobile's release of mobile phone review reports bring competitive pressure to review bloggers?

On August 5, 2019, the ZTE Axon 10 Pro, the first 5G smartphone in the Chinese market, was officially launched for sale, symbolizing that China has officially entered a new era of 5G.

In just a few years, 5G mobile phones have changed from a sign of whether a mobile phone is high-end to a sign of whether a mobile phone is qualified. It is not difficult to see that consumption Changes in the purchase of mobile communication equipment. If operators evaluate the performance of these mobile phones and publish an evaluation report, will consumers buy it?

Recently, China Mobile released its annual comprehensive mobile phone evaluation data for 2023. This evaluation is based on the "China Mobile 5G Mobile Phone Evaluation System V4.1" and selects 32 popular models, covering 4 price segments and covering both folding screen and candybar models.

The report comprehensively evaluates the quality of 5G mobile phones from the four dimensions of communication capabilities, product usability, multimedia capabilities, and user reputation.

Although this is just a very ordinary annual 5G mobile phone evaluation report, upon closer inspection, Xiaolei still discovered that this evaluation is "different".

China Mobile does mobile phone reviews, and there are quite a few tricks.

Let’s take a look at each review report first. The situation of the sub-list.

5G candy bar mobile phone comprehensive evaluation TOP ranking:

# #Source: China Mobile

The most dazzling model in the candy bar mobile phone list is the Xiaomi Mi 14 Pro, which ranks first in the high-end camp with prices above 4,000 yuan. No wonder Xiaomi CEO Lei Jun took the initiative to repost the evaluation report on the day it was released and congratulated the Xiaomi Mi 14 R&D team.

In addition, Honor, vivo, Redmi, OPPO, and OnePlus also have many models on the list, each with its own unique competitive advantages. The imaging capabilities of the vivo X series, OnePlus’ communication technology, OPPO’s ColorOS system, and the high cost performance of Redmi and Honor are all one of the main reasons why they are on the TOP ranking list of comprehensive evaluation of candy bar phones.

Mobile phone camera ranking:

## Source: China Mobile

Imaging capability is an unavoidable topic for flagship phones. This review selected 6 flagship models for PK. Everyone has seen the final result. Vivo X100 Pro became the king of imaging machines of the year. This coincides with the results of the "2023 Mobile Phone Awards" announced on Weibo some time ago. Lei Technology (ID: leitech) also appeared in the annual review This imaging flagship has been mentioned and praised many times.

We finally saw Apple on the list. Unfortunately, the iPhone 15 Pro Max performed well in terms of telephoto high-dynamic shooting, color rendering and exposure effects. Others It still needs to be optimized, and finally ranked first from the bottom.

5G mobile game performance evaluation ranking:

Source: China Mobile

Mobile game experience is one of the important factors for contemporary young people to choose mobile phones. Flagship mobile phones are generally equipped with high-performance core configurations, but different brands of software and hardware adaptation It makes a difference in the gaming experience. The Red Magic 9 Pro gaming phone lives up to its name as a gaming phone. In addition to the touch response that needs to be optimized, the performance in terms of frame rate, smoothness, and battery life is very good. This conclusion is still very professional, and the status of the Red Devils in gaming phones is well known. Lei Technology (ID: leitech) has previously reported on the Red Magic phone, "Starting at 4,399 yuan! Red Magic 9 Pro series released: flat back panel design, full configuration.

#iQOO 12 Track Edition has better heat dissipation performance, while other models still need to be optimized in terms of power consumption control and frame rate stability.

Comprehensive evaluation of 5G folding screen mobile phones TOP5:

Picture source: China Mobile

When it comes to 5G folding screen mobile phones, the choice is significantly reduced compared to straight mobile phones. China Mobile selected 5 folding screen mobile phones with a price of more than 8,000 yuan for a comprehensive evaluation. OPPO Find N3 received five stars, and the other four folding screen phones all received four stars. Compared with candy bar phones, the appearance design of the foldable screen is also one of the important scoring dimensions. The lightweight design of the model is mainly considered. The thin and light use experience of Honor Magic V2 adds a lot of points to it. Regarding OPPO Find N3, Lei Technology once praised it highly in its review and even considered it "the most mature folding screen mobile phone at the time."

Taken together, this evaluation report issued by China Mobile separates different categories of smartphones for evaluation, ensuring a certain degree of objectivity and fairness, and the evaluation results are also consistent with each category. The overall reference value of the conclusions drawn by mainstream evaluation media and institutions is still very high.

Why do they win the TOP1 5G candy bar phone?

Xiaolei introduced the key points of the evaluation above. I believe everyone has a certain idea of ​​the results and evaluation standards. If Xiaolei were asked to rank the importance of the above lists, then no matter in terms of the number of participating models or the dimensions of consideration, the 5G candybar mobile phone comprehensive evaluation TOP rankings would be of more reference value for consumers to purchase mobile phones.

#5G candy bar mobile phone comprehensive evaluation TOP ranking list, the main consideration criterion is "comprehensive". Vivo X100 Pro and Samsung S23 Ultra, which rank top two in mobile phone camera performance, are not on the list, as do the Red Magic 9 Pro gaming phone, iQOO 12 Track Edition, and iPhone 15 Pro Max, which rank in top three in mobile gaming performance.

Why do Xiaomi 14 Pro, Honor 100 Pro, and Honor X50 GT, which are ranked TOP 1 in the three price ranges, become the top smartphones in the same price range?

Source: Lei Technology

Shortly after the release of Xiaomi 14 Pro It quickly exceeded one million sales, successfully boosting the activation volume of Xiaomi mobile phones to surge by 38% in the fourth quarter of 2023, becoming the number one domestic mobile phone brand in the quarter.

Xiaomi 14 Pro starts at 4,999 yuan. It is first equipped with Qualcomm Snapdragon 8 Gen3 processor. It takes the lead in the mobile phone market and controls power consumption quite well. It supports up to 16GB 1TB storage solution; in terms of imaging, it is equipped with a Leica three-camera Summilux lens, plus a variable aperture; in terms of screen, it has a high-looking 2K full depth micro-curved screen, and also uses the new Xiaomi Dragon Crystal glass.

It is worth noting that Xiaomi mobile phones were rated as "best" in the three dimensions of communication capabilities, multimedia capabilities, and user reputation that China Mobile is most concerned about. Lei Technology (ID: leitech) has previously conducted an in-depth review of the Xiaomi Mi 14 Pro mobile phone and gave it high praise. "Xiaomi Mi 14 Pro Review: The stacking is so fierce!" ! ! 》.

Source: Honor

2500-4000 yuan price range One is the Honor 100 Pro. Mobile phones at this price range take over the high-end and mid-range markets, and competition between brands is fierce. Although they do not enjoy the most cutting-edge technology like high-end mobile phones, various brands have also deployed many powerful products.

The fact that Honor 100 Pro stands out shows its competitiveness. In terms of performance, Honor 100 Pro is equipped with Qualcomm Snapdragon 8 Gen2 processor. The entire series comes with a 16GB 1TB storage solution as standard and supports 66W wireless fast charging. The overall performance is quite impressive even in the mid-to-high-end market. In terms of imaging, Honor 100 Pro focuses on portrait imaging. It has the industry's first Sony IMX906 sensor, supports OIS optical image stabilization, and has a 2-pixel SLR-level camera.

In addition, the starting price of 3,399 yuan, 1.5K Oasis eye protection screen and Qinghai Lake battery give the Honor 100 Pro an outstanding memory point. Especially in eye protection technology, it has truly achieved the universalization of new technologies.

Photo source: Honor

TOP1 model under 2500 yuan, It is also a member of the Honor family - Honor X50 GT. This new product, released in January, can quickly surpass its predecessors and reach the top in such a short period of time. Its strength should not be underestimated. On the day of the release, Xiao Lei witnessed the birth of this new performance machine at the scene. "Starting from 1,999 yuan, the Honor X50 GT is officially released: performance and anti-fall? 》.

The Honor X50 GT starts at 1,999 yuan, and the top-end 16GB 1TB version is only 2,799 yuan, firmly stuck in the 2,000 yuan price range. The core is equipped with the Snapdragon 8 processor, and other configurations are: 1.5K OLED screen, 5800mAh battery, 35W fast charging, and 100MP rear dual cameras.

To be honest, the advantages of this phone are not obvious in terms of paper data, but it has put a lot of effort into user experience. Excellent hardware tuning allows Honor to compete with its rival 8 Gen2 models. Stable frame rate, VC cooling, and Linglong touch control enable Honor X50 GT to have an excellent gaming experience.

#After reading Xiaolei’s introduction, I believe everyone should understand why these three mobile phones can become the TOP1 in the same price range. Their main focus is still a comprehensive one, and their performance in some aspects may not be as good as that of rival models at the back, but at least they are in the first echelon in every field, and their performance in a certain specialty is extremely outstanding.

High cost performance, large-capacity battery, standard 16GB 1TB storage, flagship performance processor, in short, we can provide the best arrangement for everything. Then, on this basis, you can give full play to your own advantages and create a memory point for users.

# Why do operators gather together to comment on "not doing their job properly"?

#Looking at the 2023 annual comprehensive mobile phone evaluation data released by China Mobile, the evaluation dimensions and ranking reasons are fairly clear. Although we don’t know the specific test indicators, we at least know what aspects are evaluated and the final results are obtained.

As one of the important media that connects mobile phone brands and users at the same time, the reference value of this evaluation report of China Mobile is still quite high. The four selected evaluation dimensions cover the basic needs of users. You can use it as a direct reference when purchasing a mobile phone.

##Source: China Mobile

In fact, It is not a new thing for operators to conduct mobile phone reviews. China Telecom and China Unicom also joined the evaluation queue early. In chronological order, China Mobile was the first to start. It released the first "China Mobile Intelligent Hardware Quality Report" in 2015. China Telecom and China Unicom will both start releasing the "Annual Terminal Report" in 2021.

The focus of each operator's report is different and will be adjusted accordingly every year, but operators all focus on the communication industry for observation and summary.

Operators conduct evaluations for three reasons:

1. Operators face users and manufacturers directly as the basis for communication. Facilities providers have core data, such as network data, network performance, traffic usage, etc., so theoretically they have a clear understanding of the current situation of the mobile phone industry and the performance of mainstream products. Generally speaking, the sources of terminal report data provided by operators are often the closest to reality, but considering that the evaluation standards of various companies are not uniform, the final results may be slightly different.

#2. Operators do not rely on advertising, so the evaluation results are more likely to be neutral. Video UP owners, bloggers, review internet celebrities, and review media may be "just right" and influence the review conclusion. However, operators have deep pockets and do not rely on advertising. Therefore, theoretically speaking, reviews are more likely (note, it is only possible) to be authoritative, neutral, and Objectively speaking, this is like the American "Consumer Reports" magazine. It charges directly to users and rejects all advertising, so the product evaluation results are absolutely reliable.

#3. Operationally, it is an important mobile phone sales channel, at least it used to be. In previous years, operators' "contract phones" were one of the core channels for mobile phone sales. "Pre-deposit phone bills to give away mobile phones" activities were very common. Even high-end phones worth 6k can be obtained by recharging phone bills. In addition, operator store channels are also important channels for mobile phone display and sales. It is only in recent years that mobile phone sales have fully moved towards e-commerce and offline channels, and they are no longer so dependent on operators. As one of the sales channels, operators still have a certain say in the evaluation of mobile phone products. But this will inevitably affect objectivity and neutrality. After all, it also involves business cooperation.

Overall, Xiaolei believes that it is very necessary for operators to launch evaluation reports like the "Annual Comprehensive Mobile Phone Evaluation Data Report", as mentioned above , operators know the current situation of the mobile phone industry best, and they can provide reliable first-hand data, which is an advantage that other institutions cannot compare with. We only need to make more comparisons in the terminal reports of multiple operators, and combine it with the evaluation conclusions of many professional and authoritative media to quickly find the model that suits us in the vast sea of ​​machines.

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