2024折叠屏消费趋势洞察

Investment Rating - The report indicates a positive investment outlook for the foldable smartphone industry, highlighting a significant growth phase with increased product launches and consumer interest. Core Insights - The foldable smartphone category is entering a concentrated explosion phase, with a notable increase in new product releases and a substantial rise in consumer engagement compared to the previous year [8][31]. - Social media platforms like Douyin and Xiaohongshu are becoming key communication channels for foldable smartphones, with Douyin accounting for 78% of related content interactions [12][14]. - Major brands such as Huawei and Samsung dominate the foldable screen market, while Nubia shows the fastest growth rate at 3,903% year-on-year [31][35]. Summary by Sections Market Overview - The foldable smartphone market is experiencing a surge, with an average of new models released monthly over the past six months, leading to a significant increase in brand visibility [8][31]. - The peak in consumer interest was noted in March 2024, coinciding with the launch of the VIVO X Fold3 and Huawei Pocket2 [8]. Social Media Engagement - Douyin is the primary platform for foldable smartphone discussions, with 45% of related content interactions, while Xiaohongshu's share has also increased [11][12]. - The content on Douyin focuses on product features and user experiences, while Xiaohongshu emphasizes aesthetics and fashion [14][28]. Consumer Preferences - The report identifies two main consumer segments: "Tech Enthusiasts" who prioritize performance and "Aesthetic Enthusiasts" who focus on design and appearance [78][87]. - Foldable smartphones are particularly popular among younger demographics, with a significant interest from users aged 18-34 [50][62]. Product Development Trends - The report highlights the emergence of various foldable smartphone designs, with large foldable models gaining more market share and social media attention compared to smaller ones [40][43]. - Key features driving consumer interest include lightweight design, multifunctionality, and innovative camera capabilities [54][67]. Brand Performance - Huawei and Samsung lead the foldable smartphone market, with significant content generation and consumer engagement, while brands like OPPO and Motorola are also increasing their promotional efforts [35][45]. - The report notes that Huawei's Mate X series and OPPO Find N3 are among the most discussed products on social media [45][57].