On the global level, mainland mobile brands now clearly have a place, even the growing threat to the market share of Samsung Electronics (Samsung Electronics) and Apple (AAPL) giants, but they still do not have a dominant position in the U.S. What is the reason? Since 10, analysts have predicted that it will be sooner or later that mainland branded handsets are sweeping the U.S. market, but so far it has not been true. According to Counterpoint, a market research firm, Mainland brands have taken up more than 43% of the world's smartphone market, but only 18% of the U.S. market. Why Oppo, Vivo, Huawei and other mainland brands that sell well in many emerging markets are not open to the U.S. market? Counterpoint analysts believe that the biggest reason for the unique characteristics of the U.S. market, that is, mobile phone sales are mainly in the hands of the communications service providers, such a situation makes the new brand want to head is quite difficult. Counterpoint pointed out that the telecommunications service providers, which control more than 70% of the U.S. handset sales, are largely conservative in their approach to the introduction of new mobile phones, and if a brand is seen as not easy to bring in new subscribers, they tend to be shelved. In addition, for these operators, the more the number of mobile phone brands on behalf of them to spend, including testing, personnel training, marketing and other aspects of money to be increased, if the market is not good, but also to bear the cost of return, in the face of competitive environment, they will naturally tend to limit the number of In other words, if the mainland mobile phone brand does not allow the U.S. communications service providers to feel that the introduction helps to increase the number of users, the natural difficulty of raising the visibility and market share rate in the United States, after all, in this case, even if the communications service providers, will not put their products in the shop obvious position, At the same time will only be willing to maintain a small amount of inventory or meet customer requirements before ordering. These are the challenges that mainland handset makers need to break through so far. In addition, the US telecoms service providers have another layer of suspicion about China's branded handsets, which are potential intellectual property lawsuits. Counterpoint pointed out that while Qualcomm, which holds most of the smartphone technology patents, has a licensing agreement with mainland handset makers, communications services providers are still worried about the days when the high-pass filing of the infringement tells them that the time-consuming lawsuits may involve them and cause losses. Counterpoint believes that the U.S. mobile phone market has become a winner of all the market, and now the winner is obviously a total market share of more than half of Samsung and Apple, any other brands want to stand firm 3rd to 5th place, will have to have a strong research and development strength, spend a lot of marketing costs and deep cultivation of sales channels, These costly efforts will take many years to blossom, not to be seen in a short time.
