Recently, the latest data report from the data center Counterpoint showed that China's smart phone shipments slowed down in the first quarter of 2018, 8% year-on-year, a decrease of 21% from the previous quarter, and brand concentration. The top five mobile phone brands accounted for 82%. Market share, this market has been occupied by the top five oligarchs.
If you want to grow, you have to keep pushing new products
James Yan, research director of Counterpoint Research, commented that China’s growth rate of the world’s largest smart phone market slowed down at the start of 2018. The reason for the slowdown may be the extension of the Chinese consumers’ smartphone replacement cycle.
In the absence of new products in the first quarter of 2018, factory operators focused on cleaning up inventory, especially without borders (he said that domestic manufacturers call the 16:9 full screen) mobile phones. This 'full screen' mobile phone in China Very popular, more manufacturers will launch products below 1,000 yuan (about 160 US dollars).
In the Chinese market, as of the first quarter of 2018, the share of the mayor ranks, followed by: Huawei, OPPO, Vivo, Apple and Xiaomi.
Huawei has a 21.6% market share, which is an increase of 2% over the same period of last year. Their glorious brand has performed well in China. Almost two-thirds of the volume comes from online channels. Huawei also put a lot of publicity on its Nova series in this quarter. , Which promoted sales.
OPPO and vivo accounted for 17.6% and 15.5%, respectively. They are the second and third largest brand in China in the first quarter of 2018, occupying one-third of the smartphone market. However, in the first quarter of 2018, the two The growth slowed significantly. They all lacked new products this quarter – the R15 and X21 series were all launched at the end of March, and the current market is performing well. It is expected that the two brands will improve in the coming quarters.
Apple and Xiaomi increase the most
Apple and Xiaomi's market share after Huawei and OV increased a lot. Apple went from 10% to 14.3%, and Xiaomi from 8% to 13.1%. It is the fastest growing brand in the top five.
Xiaomi is the brand with the fastest market share growth in China this quarter. This growth is driven by millet's offline expansion and aggressive promotion activities. They launched the Redmi Note series, which has a strong product portfolio in the mid-end product line. , Bring more choices to users who value cost-effective.
Apple's iPhone X has performed strongly and their sales in China have increased by 32%. Although iPhone X's sales promotion is not enough, the demand of operators' channels is still good.
Liu Haiping became a fashion
Analyst Meng Meng Zhang pointed out in his comments on the quarterly product launch that one of the key highlights of this quarter was the introduction of the notch display product (commonly known as Liu Haiping).
By the end of the first quarter of 2018, four of the top five smartphone manufacturers had already launched Liu Haiping's mobile phones in China. Although they spoke on the Internet, they did make the products of early-use manufacturers more characteristic than their competitors. It is expected that in the future In a few quarters, Liu Haiping’s product will transition from the flagship of 3,000 yuan to 2,000 yuan, and fingerprint mobile phones will appear under the screen. Vivo has added this feature to the X20 and X21 series.
In commenting on Apple's performance and opportunities, Counterpoint's deputy director Tarun Pathak said: 'Apple still has a huge user base in China. They haven't switched phones in the past two years.' Since 2015, Apple has resumed growth. It shows that its old iPhone user group is upgrading. In addition, with Apple's products entering the seasonal cycle, the promotion activities in the next few quarters are expected to further promote growth.