Set micro-channel news, the off-season lighter, not busy season, the basic Q4 2017 and the annual Chinese mobile phone market a true portrayal.
Based on the first negative sales growth in China's handset market in 2017, many analysts predict that some agencies will be overwhelmed and will no longer dare to make judgments and forecasts on the future handset market.
The first mobile phone industry research institute believes that as China's mobile phone market is the most competitive market in the global market, naturally, the global mobile phone market has become the benchmark.
From the second half of 2016, the hardware level innovation of mobile phone products has basically reached the ceiling of the development of basic physics and basic chemical technologies. In the future, the technological innovation of mobile phone products will turn to the level of 'soft power' without any help, and the network application level The key point of the breakthrough lies in the acceleration of the network environment, namely 5 G.
In other words, before the advent of 5G in 2020, the global handset market, including the Chinese market, is reeling into the vortex homogeneity of handset products in 2018 and 2019. The cost-effective Chinese handset manufacturers are best at fighting the market , Is the product of homogenization of the market.
Because, once the product is homogenized, consumers will appear blurred brand, and thus blindly from the marketing.
Based on the above judgments, the first mobile phone industry research institute believes that the sales volume of China's mobile phone offline market in 2018 year-on-year increase and decrease of less than 3%, China's mainstream mobile phone manufacturers will further erode Apple's market share, while market share has continued to decline Samsung, it seems no need to erode.
2018 will also become China's mainstream mobile phone manufacturers to fully enter the international market, 'the year of victory.'
On the one hand, the flagship product of China's mainstream mobile phone manufacturers can be compared to the new Apple iPhone.
On the other hand, the mainstream mobile phone manufacturers to enter the markets of different countries will also present the trend of 'Eight Immortals Crossing the Sea.' For example, Xiaomi and Iga will fully raise their online market in the international market; Huawei will also continue to look for entry into the U.S. market The key; OPPO, vivo opportunistic in Japan and Europe in the high-end market; more handset manufacturers will flock India, Indonesia, Vietnam and other developing markets.
There are three aspects to pay attention to the retail channels of China's mobile phone offline communication:
First, 4G enters the receiving and closing year and welcomes the advent of 5G. The operators' mobile phone subsidies continue to decrease. As operators compete for the second card slot market, convergence and broadband competition have intensified.
Second, large-scale chain stores will continue to sink to four or five markets, e-commerce Internet companies will also continue to live under the line, the new retail model will show the flourishing trend.
Third, the elderly machine (filial machine) brand will appear.
trend
According to the statistics of 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 conducted a total sales volume of 99.05 million units in Q4 in 2017 in China's overall mobile phone offline market. , A year-on-year decrease of 19.77%.
In Q4 2017, the offline market for mobile phones in mainland China accounted for 79% of the total mobile phone shipments in China.
When the time span extends to the first quarter, the basic can obviously see that the share of models below 1500 yuan accounted for the Chinese mobile phone market is shrinking, on the contrary, the share of more than 4000 yuan is growing rapidly.
Q4 2017, mainland China mobile phone market launched a total of 163 new mobile phones.
The first mobile phone industry research institute said the quarterly China mobile phone market analysis report data sources are from 25 provinces mobile phone chain stores only reflect the domestic mobile phone chain hypermarkets market situation.
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 takeoff and upgrade the international market, the event by the Shenzhen Tablet Display Industry Association and the first mobile phone industry 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 Cheng Xinhua, Huawei communications, earth communications, Chongqing Xiang Jia sound, Hebei Guo Tong and other national mobile phone chain stores sales statistics show that,
In Q4 2017, the number of handset brands sold in China's offline channels reached 148 and the number of running models reached 122.
The first mobile phone industry research institute believes that the contradiction between Q4 handset brands and the number of running models in 2017 just shows that at least more than 25 handset brands will be eliminated by Q1 2018. Interestingly, Constantly born.
● 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 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 and Macau Taiwan data, does not contain e-commerce channel data, does not include sales through the wholesale channel data.
China's mobile phone market, a phone sales profile
The number of cities in the primary and secondary markets in China 55, mobile phone sales in about 16000000, accounting for the monthly total sales of mobile phones in China, the proportion of nearly 40% of the total market.
Q4 2017 Top 30 Mobile Phone Brand Sales in China
Huawei, vivo, OPPO, Jin Li, Apple, Samsung, Xiaomi, Meizu, Glory, and Mito are the top 10 brands in the fourth quarter of 2017 in China.
China Mobile, Motorola, ZTE, KUBE, Coolpad, Nubian, Duowei, Lefeng, Red Rice, Nokia ranked the TOP11 to TOP20 sales of Chinese handset brands in the fourth quarter of 2017.
Candy, Changhong, Charm Blue, Hammer, 360, ivvi, Pepper, Konka, SOP, 8848 Breaks the TOP20 to TOP30 sales of Chinese handset brands in the fourth quarter of 2017.
Compared to the previous quarter, 2017 Q4 Chinese mobile phone brand TOP 20 sales biggest change is that Samsung's decline seems irreversible.
And Motorola and Coolby seem to have found a more appropriate offline market development model, began to gradually stabilize its online market position.
In Q4 2017, the 122 mobile phone models sold in China's offline channels basically distributed Huawei 17 models, Jinli 14 models, OPPO12 models, vivo11 models, 9 models of glory, 8 models of Apple, 7 models of Samsung, 6 models of red rice , Candy 5, millet 4, Duo only 4, China Mobile 3, ZTE, Bai Link, two small peppers, the rest is 16 other brands.
As can be seen from the change trend of the number of running models of various brands under offline channels in China, the offline market of millet and red rice is making rapid progress.
2017 Q4 Top 20 Mobile Phone in China
vivo X20, Huawei enjoy 7 Plus, OPPO A57, vivo Y66, Huawei nova2 Plus, OPPO R11s, Huawei Chang enjoy 7, OPPO R11, millet 5X, Huawei Mate10 become the fourth quarter of 2017 China's best-selling mobile phone TOP 10.
Vivo X9S, Huawei Mate10 Pro, iPhone X, vivo Y67, Huawei Mate9, OPPO A77, Huawei P10, iPhone 8 Plus, Huawei nova youth version, glory Play 7X to become the fourth quarter of 2017 China's top-selling mobile phones TOP 20 to 20 TOP 20.
From 2017 Q3 and Q4 China's best-selling mobile phone TOP 20 charts can basically come to a conclusion, the full screen mobile phone suddenly struck, has broken OPPO and vivo flagship product '9 months product market life cycle' law of the rise.
In the fourth quarter of 2017, among the top 20 best selling mobile phones in China, Huawei has 8 models, vivo has 4 models, OPPO has 4 models, Apple has 2 models, millet and glory have 1 models each.
In the fourth quarter of 2017, among the top 20 best-selling mobile phones in China, 9 models priced over 2,000 yuan.
2017 Q4 Top 50 Mobile Phone in China
2017 Q4 China's best-selling mobile phone TOP 50 brand list the number of changes in the model can basically get the millet and red rice is online market hurricane.
The first quarterly release of China's best-selling mobile phone TOP50 list the number of brand trends show that China's mobile phone market continues to focus on a handful of mobile phone brands.
2017 Full Year China Mobile Phone Market Analysis Report
In 2017, the sales volume of China's mobile phone offline market reached 394 million yuan, a year-on-year decrease of 8.99%.
2017 Top 30 Mobile Phone Brand Sales in China
Huawei, vivo, OPPO, Samsung, Jinli, Apple, Xiaomi, Meizu, Glory, and Mito are the Top 10 Chinese mobile phone brands in 2017 sales.
Cool 11, ZTE, Lefeng, Motorola, China Mobile, Red Rice, Changhong, Nokia, Du Wei and ivvi breakdown of 2017 Chinese mobile phone brand sales TOP 11 to TOP 20.
Nubian, sweets, koobee, peppers, charm blue, 360, Konka, SOP, hammer and 8848 points out TOP20 to TOP 30.
A total of 259 handset models will be available for offline market in mainland China in FY2017.
The basic distribution of 259 mobile phone models for offline channels in mainland China during 2017 is as follows: Huawei 25, Jinli 18, vivo 17, OPPO 16, Glory 15, Samsung 14, Apple 12, ZTE 10 9 sections of candy, 9 models only, 8 models of red rice, Fengda 7, lily 6, millet 4, Meizu 4, China Mobile 4, Hisense 4, Changhong 4, ivvi 4 , 69 other brands.
2017 China Top Sellers TOP50
The first mobile phone industry research institute believes that although Huawei, OPPO, vivo and Xiaomi lock the theme of China's mobile phone market, but the market is still full of space, subtle changes in market structure has been in progress.
