According to the latest research report from Counterpoint's market monitoring service, the annual growth rate of smart phone market in Latin America reached 5% in 2017, reaching 147 million units. Samsung is still the overlord leader in the region, accounting for more than 38%. Market share.
In commenting on the 2017 smart phone market trend, Counterpoint senior analyst Tina Lu emphasized that the sales volume of the Latin American smart phone market has increased by 5%, but the replacement rate has declined. Although the economy is in good condition, the market in the fourth quarter of 2017 The share still fell by 5% compared with the same period of last year. This is the first time that the smart phone has experienced a market decline. The replacement rate in 2018 is expected to continue to decrease, which will offset the growth of the overall smart phone.
Tina Lu added: In terms of sales, the smartphone market only increased by 1%. This is due to a 17% reduction in the high-end market (>$400), which caused a slight drop in the average selling price. Like the iPhone or the Samsung Galaxy s series The price of models in Latin America is higher than that of the United States. Prices in different countries may vary by 10%-25%. At the same time, the average consumer purchasing power in Latin America is significantly lower than in Europe or the Americas. For Latin America For consumers, smart phones have become a major investment, so the use of long time, the exchange frequency is lower.
In commenting on the company’s performance, research analyst Parv Sharma pointed out that the non-Samsung that holds the largest share of the market in Latin America is nonetheless mainly due to the excellent foundation laid by Samsung in Latin America, especially in Brazil and Argentina. The investment strategy is mainly focused on marketing, sales, supply chain, and all the way to bullish sales is the best proof of Samsung. Not only that, the brand's sales have also increased by 14%. Samsung targets the best local Manufacturing and assembly process online supply chain, which makes Samsung's launch of the Galaxy S8 and Galaxy S9 time interval is short, spread widely. This competitive advantage helps Samsung to increase market share, is three times as many competitors.
Figure 1: Percentage of smart phone shipments in Latin America in 2017 As shown above, in 2017, smartphone shipments accounted for 89% of total shipments, and penetration rate increased by 2%. Latin America is still a high-density type In the market, the Top5 brand accounted for nearly 71% of the market share. The remaining 29% of the market share was dominated by more than 190 brands. Among the top five brands, only Motorola and Samsung both saw a positive year-on-year growth. But Latin America is still a In the low-end market, the $100-$199 model has the largest market share, which is a 13% increase. The Samsung J series, the LG K series and the Motorola G series are all priced between US$100-199. They are The company’s respective market share has contributed significantly. The growth of low-priced smartphones (~$99) was approximately 5%, and its growth was affected by the increasing number of refurbished mobile phones. The high-end smartphone market (US$300-399) grew more than 6%, mainly to promote the old flagship models from Apple and Samsung. After speculation, smart phones seize two major factors in the market: 1. Due to large-size screen larger than 5 inches; 2. 8MP-13MP high-performance camera. In 2017, Latin American Smart Hand The average selling price fell by 3% compared to 2016.
Figure 2: 2016vs 2017, Smartphones sold in Latin America in the price range The performance of major manufacturers: ◎ Motorola's market share rose 380 basis points, which is the largest mobile phone brand in Latin America market share growth. Price below $ 100 in the C Series Launched and worked hard to improve the partnership with the operator America Movil. This increased its local business performance in Latin America, making it the second largest sales volume in the region; ◎ Samsung’s share rose by 320, which is the highest sales growth Fast brand. In Latin America, Samsung has absolute advantages both in quantity and value. Nine of the 10 best-selling smart phone models come from the Samsung J Series; ◎ Many Apple users postpone the replacement of mobile phones. Apple’s share fell by 92 basis points; ◎ For LG, despite its aggressive pricing for the K Series, it was unable to compete with Samsung and Motorola’s aggressive marketing strategies, resulting in its share falling 91 basis points; ◎ Domestic brands Huawei recently targeted high-end models, which did not comply with the market demand in Latin America, causing it to drop 70 points; ◎ Lanix dominated The local brand successfully provided America Movil with a series of low-end smartphones.
