In January 2018, there was data showing Apple sold sales of 22.4 million units in Q4 in 2017, a figure that put Apple CEO Jack Cook in. The resulting iPhone X sales will exceed expectations and start flooding the industry .
First Institute of mobile phone industry drew the attention of the industry is that the Apple iPhone as the world's largest mobile phone brand, has always had a number of very hardcore fans .Therefore, iPhone X in the beginning of sales, will have a good sales, but Interestingly, iPhone X did not appear when the iPhone 6 and iPhone 6s listed out of stock situation.
In contrast, iPhone X also fell below the official market price in the Chinese handset market.
To sum up, the first mobile phone industry research institute believes that iPhone X sales up to 2018 Q1, from Q2 2018, will be Huawei, OPPO, vivo and millet spring flagship new block.
Overall, the Chinese mobile phone market is in a period of renewal fatigue, and the market concentration of mobile phone brands will continue to escalate. This also means that the unit gross margin of major mobile phone brands will continue to decrease.
In addition, China 4G began to enter the closing year, began to welcome the arrival of 5G, mobile operator subsidies will continue to decline.
Based on this, the first mobile phone industry research institute believes that China's mobile phone industry fully enter the shuffle period in 2018. Because the single Maori can no longer support the store operations, to build a compound profit model to survive.This is not just a retail channel The problem, but also mobile phone brands must think about changing place.
In view of the current trend of development, in response to the fatigue period in the era of replacement, retail terminals and handset manufacturers must start the transformation from 'stand-alone Maori' to 'single customer Maori' and eventually form the eco-chain of 'single customer year profit.'
Earlier, the first mobile phone industry research institute predicted that a large number of non-full screen mobile phones slow sales, the formation of a certain amount of industry inventory recently combined with multiple preliminary estimates under the channel, the current non-full screen mobile phone has reached 50 million units. Mainstream brands will make use of the booming prices during the Spring Festival promotions, and if not, these stocks will be completely digested in about March.
Note that since September, koobee has become a dark horse in the second camp of China's mobile phone brand, continuing its top 20 sales of local mobile phone brands in Hubei, Hebei, Henan and Heilongjiang provinces. The reason behind it is nothing more than cool rooted in the offline market for 8 years and finally broke out.It is reported that in the past 8 years, CUBE has launched more than 100 new handsets, the cumulative mobile phone sales have more than 30 million.
trend
According to the statistics of the sales data of 10,034 offline mobile phone stores covering 221 cities in 25 provinces / municipalities / autonomous regions in the country, the first mobile phone industry research institute estimated that in December 2017, the total mobile phone offline market in mainland China completed a total sales volume of 32.61 million Taiwan, down 27.8% YoY and up 0.8% MoM.
Q4 China's mobile phone offline market sold 99.05 million units in Q4, down 19.77% from a year earlier. In 2017, the total offline sales volume of mobile phones in China reached 394 million yuan, down 8.99% from the same period of previous year.
The first mobile phone industry research institute predicts that in 2018, the sales volume of the mobile phone offline market in China will be within 3% of that of the same period of last year.
Due to the temporary sales of iPhone X and Samsung's slight rebound in the high-end mobile phone market, the share of international branded mobile phones in the Chinese market has risen to 16.8%.
In December 2017, the mobile phone market in mainland China accounted for 79% of the total mobile phone shipments in China.
As can be seen from the trend of the share sales volume of each segment of the price in China's mobile phone market, the mobile phone market share trend of more than 4,000 yuan continues to decline, and the highest level of history seems to be still tomorrow.
In December 2017, a total of 63 new products were released in the mobile phone offline market in mainland China, including 1 TD-LTE and 62 FDD-LTE products.
The first mobile phone industry research institute said the monthly China best-selling mobile phone market analysis report data sources are from the mobile phone chain stores in 25 provinces, only the domestic mobile phone chain supermarkets market situation.
Please note that the domestic mobile phone chain stores are generally profitable mobile phone model design, the flagship mobile phone product margins must be around 400. Based on this, Huawei, Apple and Jinli often become the preferred mobile phone chain stores, and glory, vivo, Millet, OPPO, etc. become the second choice.
It is also the provincial mobile phone chain hypermarkets generally based on the above principles, leading to the first mobile phone research institute released "China's best-selling mobile phone market analysis report" is different from other research institutions data.
In addition, in order to implement the spirit of the 19 nd congress of the Party and actively implement the 'One Belt and One Road Initiative', fully demonstrate the latest achievements of the new generation of information technology industry, promote the core technological breakthroughs in the industry and lead the supply-side reform of the information technology industry. The Ministry of Industry and Information Technology , Shenzhen Municipal People's Government is scheduled to jointly hold the 6th China Electronic Information Expo (CITE 2018) in Shenzhen from April 9 to April 201 2018 and the series of activities of "China Smartphone Leading Brand Achievements Exhibition" 'A museum, a forum, a prize' way to fully demonstrate the style and achievements of China's internationalization of smart phones to boost China's smart phone take-off and upgrade the international market, the event by the Shenzhen flat panel display industry associations and the first mobile phone community Institute co-host.
On April 10, 2018, "China Smartphone Leading Enterprise Summit" will be held in Shenzhen Convention and Exhibition Center and "China Top 10 Mobile Phone Brand" will be released. The selection method will be based on the best-selling mobile phone market of China Mobile No.1 Research Institute and the Indian mobile phone market Research data, combined with GFK, IDC, Gartner three major international data company's research report derived.
data
According to the Seven Star mobile phone chain, the world of telephones, the king of Guangxi communications, Sichuan Longxiang communications, Guangdong Li communications, Guangdong new satellite source mobile phone digital chain, Heilongjiang Lexus mobile phone chain, Hainan King Tianchuang, Shanxi Tai Technologies, Shanxi lofty communications, Hunan Qi Xin Communications, Jiangxi Lihua Communications, Hubei Jiuding Communications, Jilin Daily Mobile, Yunnan Jiading Network, Gansu Yueda, Shaanxi Zhongren, Henan Brothers Communications Chamber of Commerce, Henan Guoyu, Henan Shengtian, Jiangsu State Grid, Hebei Runde, Xiamen Zhongqiao, Di ICT, Guizhou Chengxin, Huawei Communications, Earth Communications, Chongqing Xiang Jiayin, Hebei Guotong and other national mobile phone chain stores sales statistics show that in December 2017 in China offline channel sales of mobile phone brands reach 111 A, the chain 112 in November, a decrease of 1; in December a certain sales of mobile phone models to 86, the ring than in November 77 models, an increase of 9 models.
The first mobile phone research institute believes that in December 2017 China's mobile phone market, the number of run models once again rose to 86 highs, indicating that the Chinese mobile phone market is approaching a peak season.
Source: 10034 chain stores in 221 cities Sample monitoring.
Any mobile phone market monitoring data appearing in the report of the First Mobile Phone Industry Research Institute indicates that the sales volume of first-hand mobile phones sold through physical retail channels within a certain period of time in mainland China do not include overseas and Hong Kong, Data, excludes e-commerce channel data, excludes sales through wholesale channels.
December 2017 Chinese mobile phone brand sales TOP 20
Huawei, OPPO, vivo, Apple, Jinli, Xiaomi, Samsung, Meizu, Glory, China Mobile to become the TOP 10 of Chinese mobile phone brand sales in December.
Mito, Coolpad, Motorola, ZTE, Hisense, Kubi, Candy, Duowei, red rice, Nubian ranked December TOP 20 of China's mobile phone brand TOP 11 TOP 20.
December 20 Chinese mobile phone brand TOP 20 sales is worth noting that, in a turmoil in the capital shortage turmoil, the performance of the market has not yet appeared abnormal reaction.
In December 2017, a total of 86 handset models with offline channels in mainland China were added, 9 more than the 77 models in November.
In December 2017, the basic models of handsets sold in mainland China with offline channels were Huawei 17 models, Golden 11 models, vivo 11 models, glory 9 models, OPPO 8 models, Apple 6 models, red rice 5 models, SUGAR candy 3 models, 3 models, 3 models, Samsung, 2 models and China Mobile each 2, ZTE, red pepper, cappuccino, green orange, Hua Min, lily, Feng Schindler each one.
From the number of Chinese mobile phone brand sales volume TOP10 running patterns can be seen, Huawei is still continuing to increase low-end mobile phone models.
December 2017 China top selling mobile phone TOP 20
vivo X20, OPPO R11s, Huawei Chang enjoy 7 Plus, Huawei Mate10, OPPO A57, Huawei nova2S, vivo X9S, Huawei Mate10 Pro, Huawei nova2 Plus, iPhone X to become China's best-selling mobile phone TOP 10 in December.
vivo Y66, Huawei enjoy 7, glory play 7X, millet 5X, Huawei 6, red rice Note5A, vivo Y66i, glory V10, iPhone 8 Plus, red rice 5 Plus listed in December China's top-selling mobile phone TOP 20 TOP 11 To TOP 20.
It is noteworthy that both millet and red rice into the Chinese top-selling mobile phone TOP 20, once again that the millet mode is worth thinking about the entire mobile phone industry, the disruptor may still be around.
December China's best-selling mobile phone TOP 20, more than 2,000 yuan price models accounted for 10 models; 1500-1999 yuan price segment models accounted for 2 models; 1000 yuan -1499 yuan price segment models accounted for 7 models; 1,000 yuan the following machines Type 1.
20 best-selling mobile phone average price of 2648 yuan, ring than November 3077 yuan, down 13.9%, of which the main reason is that the red rice into the TOP20 list.
December 2017 Top 50 Best-selling Mobile Phones in China
It is noteworthy that in December 2017 the best-selling mobile phone TOP50 is that iPhone 7 accidental disappearance, iPhone 8 also missed the list.First mobile phone industry Institute learned from the offline channel, as iPhone 7 and iPhone 8 are too similar, leading to consumption From no choice, to simply do not pay.
China's best-selling mobile phone supply chain and core components market trends
As the best-selling mobile phone as the mobile phone supply chain and the core components of the sample, so the first mobile phone research institute released mobile core components market analysis of the proportion chart, generally higher than the market status quo.
Full screen
In December, the top-screen mobile phone with TOP 50 in China's top mobile phone went up to 14 models, namely the vivo X20, OPPO R11s, Huawei nova2S, Huawei Mate10 Pro, iPhone X, Glory Play 7X, Huawei Max 6, Glory V10 and Red Rice 5 Plus , OPPO A73, Huawei enjoy 7S, Jin M7, OPPO A79, red rice 5, 55.6% more than in November.
(Note: The full screen models refer to the standard for the use of 18: 9 ratio above the screen)
In December, the top 50 mobile phone screens in China's top 50 mobile phones ranged from 5.0 inches to 5.5 inches, accounting for 42% of the total, but the number of mobile phone screens over 5.5 inches increased from 13 models in October to 16 models in December. Screen screen accounted for more than 80%, there are 4 models.
The overall screen of high-screen accounted for the proportion of processing technology to promote more sophisticated.Currently Shengxiong laser picosecond laser cutting technology is a comprehensive screen-shaped cutting technology the best solution. Shengxiong laser since 12 years has been focused on picosecond laser technology and equipment R & D, currently in the glass cover cutting, ceramic cover cutting, sapphire cover cutting application of picosecond laser cutting technology and equipment have been mature, occupying most of the domestic market orders.
artificial intelligence
(Note: AI standards for the use of face to unlock)
As the consumer-level awareness of the basic will have a face recognition function, as a smart phone whether it has artificial intelligence function of the flag, so the first mobile phone industry Institute also began to try statistics.
December 2017 models with artificial intelligence are: vivo X20, OPPO R11s, Huawei nova2S, iPhone X, vivo Y66i, glory V10, OPPO A73, Huawei Chang enjoy 7S, Samsung Galaxy S8 +, OPPO A79.
Waterproof technology
December 2017 Best-selling mobile phone TOP 50, with waterproof 5 models, namely Huawei Mate10, Huawei Mate10 Pro, iPhone X, iPhone 8 Plus, Samsung Galaxy S8 +.
The first mobile phone industry research institute believes that because the sale of Apple Inc. in 2017 to hold throughout the year, with a waterproof phone if there is infiltration of liquid, is not responsible for the principle of warranty, and ultimately allow consumers to accept the boundaries of the new waterproof phone features, Will lead to more and more mobile phone manufacturers flagship model initiative to increase the waterproof function.
Touch display
In December, China top-selling mobile phone TOP 50, the use of AMOLED screen dropped to 8, indicating that full screen has begun to replace AMOLED mobile phone selling point.
It is worth noting that since Jingjiang Magnetoelectronics acquired in 2014, Tegent has become a heavyweight industry of the Group In 2015, Tegent's net profit reached 113 million yuan, reaching 153 million yuan in 2016, continuous Over the past two years to achieve performance promises than to become one of the most important assets Jiang powder. Its customers include Huawei, ZTE, Meizu, Lenovo, Samsung and many other domestic and foreign first-line mobile terminal manufacturers. At present, And touch module production accounted for about 10% of the Chinese market, showing that touch module device production capacity to July 2017 up to 12.5KKPCS / M; full fit production capacity 9.0KK PCS / M, special-shaped cutting productivity one after another 4.0kk PCS / M.
Body material
December China's top-selling mobile phone TOP 50, the use of metal back cover 27, accounting for 54%; glass back cover 8, 15 plastic back cover, ceramic back cover 0..
Equipment manufacturers from the news show that the flagship model of China's mainstream mobile phones in 2018 will have 50% of the back cover material using glass, while the ceramic back cover will increase rapidly. Ceramic back cover growth slower than the fundamental reason for the glass material is Cost, the cost of the current ceramic back cover is about 1.5 times the glass back cover.
However, the advantage of ceramic back cover material is that feel like jade, more resistant to fall than the glass, more wear-resistant, as well as a good dielectric coefficient.
It is noteworthy that Chaozhou Sanhuan is the largest base of electronic components and advanced ceramics industry in the country.With a new use of functional ceramics since 2015, it has successively entered the supply chain of first-line smart phone brands such as one plus, millet, OPPO and vivo Millet 6 / red rice pro / MIX / note2, OPPO R9 / R9s / A59, a plus 3, vivo X7 / X9 ceramic materials used by Chaozhou Tricyclic supply, Chaozhou Tricyclic is currently on the market mass production of mobile phones Ceramic appearance of the leader.
Phone glass cover
December 2017 Top 50 best-selling mobile phones in China, only the Samsung Galaxy S8 + with 3D glass cover enters TOP 50.
Today, the full screen has completely replaced the flexible 3D surface screen as an innovative selling point, flexible 3D curved screen in bringing the cost of mobile phone products at the same time, does not bring any innovative application to the phone.
However, the combination of the four surfaces of the mobile phone glass front cover and the four back surfaces of the back cover can obviously reduce the traces of the metal frame and make the mobile phone more like a one-piece artwork. Therefore, the glass four-surface will likely provide a new selling point for the future flagship model.
Wireless charging
In December, the best-selling mobile phone in China TOP 50, using wireless charging models have 3, accounting for 6%, that is, iPhone X, iPhone8 Plus and Samsung Galaxy S8 +.
The first mobile phone industry academy believes that from the second half of 2018, China's flagship mobile phone brand mainstream models will gradually adopt wireless charging.
Biometrics
In December, the best-selling mobile phones in China were TOP 50, with 37 models using fingerprint recognition, accounting for 74%; using iris recognition with 1 model, accounting for 2%; using face recognition with 10 models, accounting for 20% Biometric cell phone has 11 models, accounting for 22%.
The first mobile phone research institute believes that precisely because of face recognition has become a selling point of artificial intelligence, so the rapid popularity of new mobile phones.
(Note: Since multiple models will have both fingerprint, iris and face recognition, so the number of models will overlap)
camera
Multi-camera
In December, among the top 50 best-selling mobile phones in China, 22 models have adopted the multi-camera design, accounting for 44%.
In the multi-camera driven, the camera industry VCM motor manufacturers will also usher in the second wave of development of the spring.Among them, Sammeda, Hao Ze, new thinking, the Blue Electronics and Friends of China and gradually form the latest VCM motor camp.
It is reported that new thinking as 'the originator of the VCM motor', the new thinking has a prominent advantage in the multi-lens module has now built the world's largest VCM factory shipments in the second half, starting from July straight up, September has been Reached 12KK shipments.
New thinking sales target of 560 million in 2018, shipments target more than 180 million. To this end, its production capacity is still rising, from the monthly capacity of 20KK to 25KK, the expansion project will be completed in early March 2018 .
Rookie Sammeda VCM products cover a full range of three-axis / two-axis OIS, closed-loop, OIS + AF dual mode / closed loop + closed loop dual mode / 20M / 16M open- Sony, Panasonic, ASUS, HTC and other major international mobile phone customers, and domestic mainstream mobile phone manufacturers have also shipped shipments is expected this year, Samtec can complete 16M / 13M 50kk full year total shipments.
Front camera
December TOP 50 mobile phone sales in China, the front camera with 20 million pixels has 7 models, accounting for 14%; 16 million pixels with 4 models, accounting for 8%.
rear camera
TOP 50 mobile phone in December, the rear camera with 20 million pixels has 8 models, accounting for 16%; with 16 million pixels, 7 models, accounting for 14%.
Mobile phone OEM, ODM manufacturers
The birth of China's best-selling mobile phone TOP 50 not only represents the enhancement of the R & D strength of mainstream handsets such as Huawei, Meizu and Xiaomi, but also includes some domestic handset solutions and masterpieces of ODMs of the whole makers.
According to reliable sources, Huawei handsets will release 60 million ODM orders in 2018, 30 million of which will be distributed to Hua Qin, 20 million to Wen Tai and 10 million to Zhongnuo.
Phone chip
There were 24 Qualcomm chips, 9 MTK, Hass 12, Apple 3 and Spreadtrum 2 in China's best-selling mobile phone TOP 50 in China in December, with Qualcomm having a 48% market share.
Phone power connector
In December, China Top-selling mobile phone TOP 50, the use of Type-c interface models have reached 10 models.
battery capacity
Battery life has become one of the selling point of mobile phones. In December, the best-selling mobile phone in China TOP 50, the battery capacity of 3001mAh-4000mAh models has reached 26 models.