Looking forward to the second quarter, due to the distribution effect of China's four major brands benefiting from the flagship new machine, its overseas market expansion forecast will also bring good returns. The global smartphone production volume is expected to grow by 5% over the first quarter. .
Apple is expected to lower the price of its flagship new aircraft and attack the market
Jibang Consulting pointed out that in observing the performance of individual manufacturers in the first quarter, in the international brands, Samsung, which ranked first in the global market share, was rapidly rising by Chinese brands, and through price competition at terminal prices, the first quarter of production The total amount dropped by nearly 9% from the same period of last year. The second quarter forecast will only hold the performance of the total production of about 73 million units in the first quarter.
Apple ranked second in the global market share in the first quarter. Despite the unsatisfactory sales of the iPhone 8 series and iPhone X launched last year, the price reduction of the old models supported a total production volume of 56 million units in the first quarter. Compared with the same period of last year, it grew by 7.5%. Looking into the second quarter, due to the transitional period of the two generations of flagship models, consumers generally hold a wait-and-see attitude. The total production volume in the second quarter is estimated to be about 41 million, which is the same as the same period of last year.
This year, Apple will continue its strategy of launching 3 flagships this year. In addition to expanding Face ID and full-screen adoption, it will also increase memory capacity in all aspects. Jibang Consulting believes that Apple is bound to rethink mobile pricing strategies this year, except for possible sales. Prices will be adjusted to meet market expectations, and will also increase the proportion of low-cost models in the three flagship new machines to gain greater market share.
The first quarter of LG's production volume was approximately 13.5 million units. It is expected that the second quarter will be flat. North America is its largest shipping region, accounting for more than 50% of the total shipments, and mainly in the low-end mobile phones. Sales focus; Sony's product strategy in recent years is dominated by mid- to high-end mobile phones with large profit margins. It is affected by the high CP value encumbered by China's own brands. Both markets are shrinking, and the number of production in the first quarter is only About 2.2 million sticks, in the second quarter driven by the new mobile phone Xperia XZ2, is expected to slightly increase production volume in the first quarter.
Nokia achieved cost advantage through cooperation with FIH Mobile. In addition, it benefited from brand recognition and long-established access channels. The total production volume has maintained growth for several consecutive quarters. However, competitors in the smart phone market are adding to the manufacturing in recent years. The cost continues to rise, and the market for small and medium-sized brands is being compressed. Nokia therefore takes the lead in firming its position in product strategy, and seeks profitable practices. It strives to gain a place among the top ten brands in the world. In the first quarter, Nokia The total production volume is about 4.3 million, which is expected to grow by 16% in the second quarter.
Xiaomi is expected to squeeze out OPPO and climb to fourth place in the world Observing the performance of various brands in China, Huawei still ranks first in China in the number of smart phones produced. The global ranking is second only to Samsung. Apple looks at the expansion of Huawei's overseas market. Although it was blocked in North America, the glory series succeeded in making a name in the European market. After the number, Huawei will also replicate its successful model, aiming at the Indian market through a series of cost-effective glory. Production in the first quarter will grow by 10% over the same period of last year. The second quarter will continue to benefit from the popularity of the flagship new machine. Total production has the opportunity to grow 8%.
Millet produced a total of 27 million units in the first quarter of the year. Among them, shipments to India were the most prominent. They succeeded in squeezing out Samsung and occupying the top spot in Indian smart phone brands. In 2018, millet still maintained a low-margin marketing strategy. The introduction of peripheral products such as the Mijia Ecological Chain, software services, and the development and application of AI artificial intelligence maintained profitability and attracted buying momentum. It is expected that the total annual production will have the opportunity to contend with OPPO and jump to the fourth largest in the world. Smartphone brand.
The OPPO and vivo suffered the impact of sluggish buying in the fourth quarter of last year. The inventory level of the entire machine was high. Therefore, the production plan was significantly revised down to adjust the inventory level. In the first quarter, the market regained buying momentum, channel pull momentum recovered, and the overall production volume The volume grew by 10% and 2% respectively from the fourth quarter of last year. It is estimated that the second quarter will be driven by the release of the flagship new machine and channel distribution. It will return to the quarterly total production level of last year, reaching 33 million units and 2,900 respectively. Thousands.
In marketing strategy, this year, OPPO and vivo have changed channels that have been widely and densely channeled before. Retailers deploy strategies. In addition to reducing sales outlets, they also put more effort into operating e-commerce platforms, hoping to reduce Sales costs support profit performance. In terms of OPPO, it is estimated that this year will compete with Xiaomi in the world's fourth-largest brand factory; and vivo and the International Football Federation (FIFA) will reach an agreement to provide the FIFA World Cup. The six-year sponsorship, which includes the World Cup football tournament to be debated in Russia in June, is worth paying attention to.
