According to IHS Markit global smart phone pre-research data, in the second quarter of 2018, global mobile phone shipments were 344.6 million units, down 350.9 million units last year, down 1.8%. Huawei's global shipments of smartphones surpassed Apple and ranked first in the world. 2. Samsung continued to lead, but this quarter's performance was unsatisfactory, the worst record since 2013.
During the quarter, Samsung shipped 70.80 million units worldwide, down 10.8% from last year's 79.4 million units, down 9.2% from the previous quarter. Samsung is struggling with the sales decline of Galaxy S9 and S9 Plus, and urgently needs to release new products in the second half of the year. A new generation of Galaxy Note series to restore the situation. Li Zegang, senior analyst of IHS Markit smartphone market, believes: 'Samsung is facing fierce competition from Chinese brands, especially Huawei and Xiaomi. These two brands have seized Samsung in Europe and Asia Pacific In addition, Samsung is almost completely lost in the Chinese market, which accounts for nearly a quarter of the global smartphones. It is also one of the reasons for the loss of growth momentum. Li Zegang said that among all the mainstream brands, Samsung is in the middle of this quarter. Faced with the most serious profit decline. '
Huawei made a major breakthrough this quarter, with a global shipment of 54.2 million units, up 41% year-on-year, ranking second in the world. In addition to the US, Huawei has continued to grow for several years. The Asia-Pacific market has the most growth. Obviously, the year-on-year growth is as high as 107%, and the Middle East and Africa are also up to 60% year-on-year. Li Zegang believes that this is the result of Huawei's continued adoption of the latest technology to transmit brand value and enhance brand recognition on the flagship model. The flagship model P20 Pro is equipped with three camera technology and Huawei's newly released GPU Turbo software and hardware combined image processing technology to achieve better market response. Moreover, Huawei's brand recognition in the Asian market in Europe continues to improve, enabling more The price segment competes with Samsung. In addition, Huawei's strategy of adhering to dual brands and overseas expansion of its glory brands are another important reason for Huawei to achieve high growth.
Apple remained stable this quarter, with smartphone shipments reaching 41.3 million units worldwide, up 0.7% year-on-year. IHS Markit believes that Apple is currently selling models from the last six models of the same period last year, as Apple continues to sell old models. The nine models, although the growth is mainly from this, but also reflects Apple's old, cheap models have little contribution to sales, and 20% of iPhone sales revenue growth also indicates that high-end models continue to be popular. From the first quarter to the second quarter of this year, Apple's shipments were the same as last year, and the decline was affected by seasonal decline. Apple's upcoming models have completed hardware design, and all models will be designed for Liu Haiping.
Xiaomi has successfully listed, with shipments reaching 33.7 million units this quarter, up 45.6% year-on-year, ranking first in all brand growth rates. OPPO and vivo shipments were 3190 and 28.6 million units respectively, up from 3050 and 23.8 million units last year. The rates are 4.5% and 7.6% respectively.
Consolidated the shipments of the top four brands in China (Huawei, Xiaomi, OPPO, vivo), with shipments reaching 145 million units this quarter, exceeding the total shipments of 114 million units of Apple and Samsung, which have been leading the way. It is also the first time in history that China’s top four brands have surpassed the world’s two leading brands.
LG shipped 11.2 million units in the second quarter, down from 14.8 million units last year, and suffered a double-digit decline. LG has been working hard to revive its smartphone business, including changing the product release cycle and optimizing the release of flagship phones. Due to its recent release of the G7 ThinQ flagship phone in early May, it has not yet made a direct contribution to LG's second quarter performance.
Motorola shipped 10 million units, up 41.5% year-on-year. Its shipments in the same period last year were 7.1 million units, and shipments in the second quarter of this year were 8.7 million units. Motorola's performance in Latin America and other markets continued to improve, with emphasis on the low-end The price of mobile phones also fits the needs of the local market. Motorola's flagship mobile phone MOTO Z series, despite its unique modular design, has not yet gained sufficient market attention.
Major mobile phone brand shipments worldwide
