HomeColumnistsCompetitiveness in the high-end market Terapia do Luxo 4 February, 2017 Columnists, LuxuryInformation recently published in the international press highlighted the new reality of the mobile phone segment. After five years of absolute reign, the iPhone was not the best-selling smartphone on the Chinese market. According to information published by Counterpoint Research, in the year 2016 the Oppo R9 brand surpassed the Apple devices in terms of sales.And the difference in the indices was quite expressive. While the apple brand sold 12 million handsets, its rival was responsible for distributing more than 17 million phones. The recorded difference sparked a kind of warning signal at Apple, as the result was even more disturbing due to the growth of the market. That is, increased customers and Apple reduced its sales.The fluctuations in sales prove that competitiveness is one of the most outstanding characteristics of the market, and this also serves the luxury segment. In today’s economy, there is no unbeatable brand, that is, it perpetuates itself forever in the first place. It is necessary to understand the market permanently and to create strategies to win new customers and to retain current ones.One of the tools most used by the big brands is the diversification of the products. Just look at the portfolio of the top luxury companies in the world to understand that acting in multiple segments increases the chances of success. One of the greatest examples of diversification occurs with Pierre Cardin, who throughout the world has dozens and dozens of products licensed in various areas.The concept of a luxury product arises through the union between culture, excellence and creativity. Therefore, competitiveness is such a preponderant factor in the current market, since creativity appears at all times, everywhere and for all brands.Finally, it is worth a reflection: does the decline of Apple’s sales have no direct link to the absence of Steve Jobs? After all, the creator of the brand was also responsible for producing and launching some of the most creative and competitive products we use today. Like the iPhone, for example.