It should be noted that because Huawei's glory brand is more focused on the online, relatively independent, so the statistics of Sino will be glorious, Huawei as two brands independent calculation.
Domestic mobile phone market in the first half of 2018: Qunzhi's separatist oligarchy
Let's take a look at the overall performance of each brand in the first half of the year.
According to Sino data, from January to June 2018, OPPO and Vivo ranked the top two with 38.13 million units and 15.51 million units respectively. The blue and green factories were quite prominent, followed by Apple's 32.11 million units. The only foreign mobile phone brand in the name.
Huawei ranked fourth with 30.57 million units, followed by glory with 28.39 million units. It is the only pure Internet mobile phone brand in the forefront. If Huawei, the glory data will be combined to 58.96 million units, leading OPPO 54.6%. .
Xiaoli's 26.7 million units are slightly behind glory, and the above six brands form the first group, and there are less than 7 million Meizu in the future. The oligarch situation has been fixed.
In terms of sales, Apple, which has consistently been on the top, has no chance to win the first place, with 172.7 billion yuan being more than twice the second OPPO, while Huawei has reached the top three with 75.5 billion yuan, and glory is again after 410 yuan. Ranked fifth, surpassing Xiaofeng by 17.8%.
Of course, if Huawei + glory is merged together, the total amount of 116.5 billion yuan can rank second.
However, it cannot be ignored that the domestic smart phone industry market is becoming increasingly saturated. In the first half of the year, the overall market capacity continued to shrink, and the sales of each family increased or decreased.
According to the "Analysis Report on the Operation of Domestic Mobile Phone Markets in June 2018" issued by China Information and Communication Research Institute, the domestic mobile phone market shipped 196 million units in the first half of the year, down 17.8% year-on-year, of which 176 million domestic brands were shipped, down from the same period last year. 18.6%.
However, the glory brand rose against the trend. In the first half of 2018, sales increased by 8% year-on-year, including 14.39 million units in the second quarter, up 5% year-on-year and 3% quarter-on-quarter.
The Sino data also showed a similar trend. In the first half of 2018, smartphone sales per month fell year-on-year, especially in January, which fell by 15.4%, while the highest sales in June also fell by 1.5%.
Online glory pressures the millet
Since the rise of Xiaomi, Internet mobile phones have become hot spots. However, in recent years, this model has also encountered various challenges. Major brands have paid more and more attention to offline, especially Huawei/Glory, Xiaomi, which has continued to exert strength in both channels. .
In 2017, glory sales for the whole year, sales became the number one for Internet mobile phones for the first time. In the first half of 2018, it was the first in the first half of the year. According to Sino data, sales of glory mobile phones led 6.3% in the first half of the year, and sales led by 17.6%. , obviously the brand premium is higher.
Glory and Xiaomi have become the two unique seedlings of Internet mobile phones. The third Meizu sold less than 7 million units in the first half of the year, and sales were only about one-fifth of that of Xiaomi.
Looking at the second quarter alone, glory mobile phone sales, sales are also leading Xiaomi, but the range is much smaller.
If you only look at the online channel sales of various brands, Apple is still invincible. In the first half of the year, it exceeded 55 billion yuan. Glory and millet all exceeded 18 billion yuan. The glory is slightly ahead, but Huawei also has more than 15 billion. Yuan, Huawei plus glory combined more than 34 billion yuan, almost twice as much as Xiaomi.
Vivo, OPPO online presence is weak, sales are only 4 billion yuan, not much more than Meizu.
In 2018, the domestic mobile phone offline market shrank severely. The brand OPPO and Vivo both fell slightly. The sales volume in the first half of the year was about 36.5 million units and 13.5 million units respectively, compared with the loss of two or three million units in the same period last year.
After that, the four major brands all increased slightly, among which Huawei ranked third with more than 24 million units, and Apple also broke through 10 million units in the second quarter.
Glory, Xiaomi's two online brands are also growing online, with glory approaching 15 million units, and Xiaomi soaring 63% to more than 13 million units, giving glory a lot of pressure.
After that, Jin Li, Meizu, and Samsung were all shrinking, and they could not keep up with the first group.
In terms of sales, Apple was the first to occupy the top spot. OPPO, vivo ranked second, and Huawei also broke through 60 billion yuan, only 8% away from vivo.
The glory of online brands has doubled to 22.31 billion yuan, and Xiaomi has also risen to 16.58 billion yuan. However, interestingly, the sales of Xiaomi have far exceeded the glory, and the sales growth has been slightly inferior, obviously because it is lower. The price of red rice contributed more sales.
At present, glory, Xiaomi are in the offline channels, experience stores, specialty stores everywhere, where the glory experience store expansion is faster, often dozens or even dozens of stores open at the same time every week, reaching 666 by the end of June At home, by the end of July, there were 720, and at the same time, the number of glory counters reached 8,000, a year-on-year increase of 200%, and the number of glory partners under the line exceeded 10,000.
Xiaomi's home is also advancing to the goal of 1,000, and the store size is getting bigger and bigger. For example, the largest millet home in Beijing in Tongzhou has reached 570 square meters.
Look at the June data: 618 war into focus
Separate June also has a lot of data to watch, especially in the 618 Shopping Festival, each brand is more dedicated, the main glory of the Internet and the improvement of Xiaomi is very obvious.
In terms of the overall market, the glory of the 49% increase in June was the most eye-catching. The gap between the big and the millet was the third. Of course, the 31% increase in Xiaomi is not bad. The other is that the Meizu is relatively low, but with the investment of 618. , also increased by 20%.
In terms of online sales, the glory has more than doubled in the ring, and the ultra-super-meter is the first. In fact, this month everyone's online performance is good, the vivo has increased by 78%, Apple, millet are more than 70%, Meizu also has 50 % .
The line is a bit stunned, and there are small fluctuations, of which millet has increased by 30% year-on-year, but still slightly behind the glory.
From the historical data, the tremors of glory and Xiaomi are very fierce. In November 2017, the glory is basically beyond the millet, especially last year's double 11, this year 618 are showing an outbreak trend, such as 618 glory won the mobile phone category cumulative sales, On the 18th, the double champion of single-day sales of mobile phone categories was still sold out two hours earlier.