China's mobile phone market is declining year-on-year, but this does not prevent the head brand from intensifying the harvesting market. Nail Technology noted that the latest statistics from market research firm Canalys show that in the second quarter, Huawei, OPPO, vivo, and millet total share exceeded 80%, brand Concentration will be further enhanced, and the days of small and medium-sized brands such as Meizu and Hammer will become more and more difficult.
According to the data, Huawei shipped 28.5 million units, accounting for 27% of the market, ranking first; OPPO share was 21%, vivo share was 20%, and millet share was 14%, ranking 2-4. Four brands The total share is as high as 82%.
From the year-on-year data, Huawei and vivo have the largest increase, with Huawei increasing 22% year-on-year and vivo increasing by 30%. Relatively speaking, OPPO and Xiaomi are inferior, OPPO's year-on-year growth rate is only 3%. Xiaomi did not grow.
Of course, the above head brands still occupy an absolute position, because the total share of others in the top four has fallen sharply by 51% year-on-year, and the market share has fallen from 33% in the second quarter of last year to 18% in the second quarter of this year.
From the overall data, nail technology analysis believes that the Chinese mobile phone market has the following points worthy of attention:
First, the brand concentration is getting bigger and bigger, and the small and medium-sized brands are difficult to survive. From the market share, it can be seen that the shares other than the top4 brand have squeezed to only 18%, and most brands survived. In particular, the market The overall sales volume is still declining, with a year-on-year decline of 8%.
Second, although Huawei is strong, but more than half of its share is contributed by glory, it is necessary to pay attention to Ov. Beyond the data, Huawei accounts for nearly 30% of the market share, and is very strong in the domestic market. However, it needs to be seen, at and near 30. Among the % share, glory accounted for more than half of the share. OPPO and vivo and Huawei + glory gap is not too big, and if only compared with Huawei single brand, OPPO and vivo are more than.
Third, Xiaomi has encountered growth bottlenecks in China, not as strong as in foreign markets such as India. Xiaomi achieved excellent performance in 2017, and after a strong rebound, it also went on the market this year. However, Nail Technology noted that it is in the domestic market. In fact, the performance is very general, the shipment is not as good as glory, and from the second quarter data, it is the only brand that has no growth in the top 4 brand. Compared with the strong performance in the Indian market, Xiaomi is obviously weak in the Chinese domestic market.
Ning Shaojian, the founder of Nail Technology, believes that the Matthew effect in the smartphone market is accelerating the industry reshuffle. The relatively solid competitive landscape cannot be broken in a year or two. The long tail brand is becoming more and more difficult to survive. The new round of competition will mainly be in overseas markets. Staged, more brands will put resources into the global market.