集 微 网 March 7 reported that China's smartphone market saw negative growth for the first time in shipments and market saturation in 2017. Before this round of negative growth, the Chinese smart phone market has become a slowdown, fierce competition and revolutionary innovation The lack of kinetic energy to make consumers change machines.
In the meantime, overseas emerging markets are beginning to heat up, and functional demands for smartphones and consumer demand for network upgrades have provided broad opportunities for handset makers to expand in Southeast Asia, South Asia, Africa, Central America, the Middle East and other regions Strategy of mobile phone manufacturers fight ground.New markets such as India, Southeast Asia, Central America, the Middle East and Africa will gradually replace the mainland mobile phone market, as the world's mobile growth momentum observation indicators.
China's mobile phone market in the second quarter or back to temperature
IDC released a report shows that in 2017, global smartphone shipments of 1.46 billion units, down 0.5% year on year, one of the main reasons for the decline in the market for smart phones in 2017 is the Chinese shipments in the year decreased 5%.
The slow growth of the Chinese market in recent years, such a momentum may continue in 2018, due to inventory backlogs and the Lunar New Year and other factors, the first quarter of weak demand in China's smart phone market.
Taiwan's supply chain pointed out that the penetration rate of the mainland smart phone market has been significantly higher, leaving only kinetic energy, but at the same time, the global smart phone factory has been unable to find a strong killer applications and design, in order to convince the terminal consumption Change the machine.
Although handset chip maker MediaTek launched a new Helio P60 chip solution with AI applications, Qualcomm's Snapdragon 845 chipset will also be unveiled early in 2017. However, supply chain news in Taiwan shows that this year, smartphones in mainland China The slow down of inventory movements by brand manufacturers led to a more than 10% decline in actual demand of customers in the first quarter of 2018 from the fourth quarter of 2017.
Recently, quite a number of Chinese handset manufacturers came the news that distributors and OEM inventories basically completed. In the second quarter, the new smartphones were ready. Chip suppliers expected the demand of handset makers to start to pick up in the second quarter. However, the terminal market demand has not yet lagged See the obvious rebound trend, many suppliers still do not get orders.
Even if both domestic and overseas handset chipset vendors expect the demand of the Chinese handset market in the first quarter to be an annual low, it is still hard to tell when the turnaround will occur.
Insiders pointed out that at this stage if only observe the mobile phone market in China momentum and trend orders, fear of the global mobile phone market demand decoupling trend, because the proportion of smart phones and 4G mobile phones have been significantly higher in mainland China, the lack of upgrade needs kinetic energy, replaced by replacement Demand, the overall size of the mainland mobile phone market will show more and more stable conditions.
Looking forward to the shipments performance of mobile phone brand factories in mainland China in 2018, Huawei, Oppo, VIVO and Xiaomi all said they will maintain their growth. From a chip supplier's perspective, in 2017, the successful development of millet in the handset market in India and emerging countries started at a very good starting point Compared with other competitors, the shipment growth outlook is also expected to be optimistic by the supply chain in 2018. Huawei shipped over 150 million handsets in 2017, making it more difficult to achieve further growth in 2018. Despite the fact that 2018 Year still put forward a higher growth target, but the supply chain's confidence in its goal is not as good as in previous years.An analysis pointed out that by 2018 the global mobile phone market can still maintain more than 1.5 billion, in the face of weakening demand in the first quarter and two The moderate recovery in the quarter, the opportunity to become the momentum of the subsequent shipment growth momentum pedal, although the current lack of confidence in the mobile phone supply chain in mainland China, but may be the end of the transition needs of the end market.
Emerging markets provide new momentum for growth Analysts pointed out that whether the demand of the global mobile phone market, including the Chinese market, can smoothly rise and fall in the second quarter of this year, the key lies in when smart phone demand in emerging countries outside the mainland will recover. If the domestic domestic market is expected to improve, the second quarter The global mobile phone market should have a two-digit percentage increase.
'In India, Southeast Asia, China, the United States, the Middle East and Africa and other emerging markets, there will be good demand for upgrades, which will gradually replace the mainland mobile phone market and become an indicator of global mobile phone growth momentum.' The source said.
IDC's report also pointed out that emerging markets will continue to be the key drivers of global market growth. IDC analysts said that the growth area of smart phones has not changed, but emerging markets still have more room for growth, mainly due to first-time buyers. Promote. IDC expects that high-end machines will account for about 20% of the entire market. At the same time, competition will continue to increase and industry consolidation will be inevitable.
With the increasingly fierce competition in the Chinese smart phone market, Chinese mobile phone manufacturers began to move to overseas emerging markets as early as a few years ago. The exchange market from functional machine to smart machine in emerging markets is full of opportunities for domestic mobile phone manufacturers, and some are deeply plowed. Mobile phone makers in overseas markets are now picking fruit.
According to the statistics from the state-level consultancy, Chinese branded mobile phones in 2017 continued their strong growth momentum in 2016, bringing the total number of global smartphones production to grow by 6.5% from 2016 to 1.46 billion. For these achievements, Jibang Consulting believes that in addition to benefiting from Chinese telecom operators are outside of 4G's operating subsidy policy. One of the reasons is that China's branded mobile phone manufacturers are actively targeting emerging markets.
Take Xiaomi as an example, Xiaomi’s annual growth rate of smart phone production in 2017 was as high as 76%. Apart from increasing sales channels through physical stores, contributions from emerging markets such as India contributed. At the end of last year, Xiaomi overtook Samsung as the Indian market. Leading. It is predicted that, with excellent performance in overseas markets, Xiaomi’s market share is expected to tie in with OPPO in 2018, VIVO.
Another thing that has jumped into the public eye this year is what is known as the "King of Africa." The brand's sales in emerging countries are also very impressive, with shipments of handsets in 2017 up to 120 million units, of which the major is the number of functional machines, reaching 90 million units, while the number of smart machines surpassed 35 million units, continuing to rank No. 1 in mobile phone sales in the continent.
In 2017, the African market ushered in a turning point, indicating that the proportion of smartphones in major markets can reach more than 50%, but there is still a region with insufficient penetration of mobile phones in the African market, and the future market will be vast. Currently, Huawei, OPPO, Jinli, Xiaomi and other domestic Mobile phone manufacturers have also entered the African market, which also exacerbated the market competition in Africa.
According to the latest IDC 2017 South East Asia Smartphone Market Report, Chinese handset brands have grabbed more and more market share in the Southeast Asian markets (Indonesia, Malaysia, Myanmar, Philippines, Thailand and Vietnam). Among the top five, China Brand OPPO, vivo, Huawei occupy three seats.
In the meantime, mobile phone emerging markets such as China, the United States and the Middle East also have sufficient smart phone upgrades and demand for 4G mobile phones. This will also enable the mobile phone market in emerging countries to gradually replace the mobile phone market in mainland China and become the short-term strength for observing the global demand for handsets The main indicators.
MediaTek chip maker said that in 2018 emerging mobile phone market growth momentum will be far better than the average level, as the mainland mobile phone market competition, will show the various handset brands and chip suppliers market share of the phenomenon of mutual growth and decline.