In the context of the global market tending to decline, Chinese players maintain positive growth, but it is a joy to worry.
On August 1, 2018, according to the rankings of IDC, Canalys, SA, Counterpoint, Huawei's global smartphone shipments surpassed Apple in the second quarter of 2018, ranking the second highest in the world. The global mobile phone industry has also entered a new phase of fast-paced.
According to IDC's report on the global smartphone market shipments in the second quarter of 2018, smartphone makers shipped a total of 342 million products this quarter, down 1.8% from the 348.2 million shipments in the same period in 2017. The global smartphone market has fallen for the third consecutive quarter.
Specific to a single brand, Huawei shipped 54.2 million units, with a market share of 15.8%, a record high and 12.1% of Apple's top spot. Samsung still maintains a leading position with a market share of 20.9%. However, both sales volume and share have shown a downward trend. Apple's sales and share have increased, but far below Huawei's growth rate, so the rankings have fallen.
In the IDC report, the top five rankings, in order, are: Samsung 20.9%, Huawei 15.8%, Apple 12.1%, Xiaomi 9.3%, OPPO 8.6%, other brands share the remaining 33.2% of the market.
In the Counterpoint report, the top ten vendor pairs were given data. The top five are still Samsung, Huawei, Apple, Xiaomi and OPPO, followed by vivo, LG, Lenovo, HMD and Tecno (voice) mobile phones based in the African market. .
At the front line, Huawei's growth has surpassed Apple's gratitude, but it can be seen from the list that the mobile phone industry is welcoming a more and more rapid change. Whether it is a first-tier manufacturer or a second-tier manufacturer, it is robbing the ground and surviving. The footsteps are also faster.
The Chinese Legion has outstanding performance
There is no doubt that the Chinese Legion is in a very strong position on the list.
Huawei surpassed Apple by 40.9% year-on-year, and Xiaomi grew by 48.8% year-on-year. OPPO grew by 5.1%. Although the figure is smaller than the previous two, compared with Samsung's negative growth, Apple's 0.7% growth still appears. Full of energy.
Huang Hao, a veteran of the mobile phone industry, told the front line that domestic manufacturers have achieved good results. The important reason is that they have a pragmatic market strategy. They will not spend too much resources in non-critical markets, but will occupy a market that is easier to obtain.
For example, Xiaomi is very successful in the Indian market. Red rice 5A is very successful; Huawei's dual-brand strategy, glory in the low-priced market, and sales volume is more than half of Huawei's total sales; OPPO also has a corresponding strategy, recently split the Realme brand, While maintaining the existing channels and strategies of the OPPO main brand, we will increase investment in the cost-effective market and form a complete matching space with one plus three; the same is true for vivo, and it is also evolving to the price-performance market.
The mobile phone market is changing faster and faster, and the opportunities and challenges faced by Chinese manufacturers are constantly changing. Huang Hao further pointed out that at present, whether it is global or domestic, the signs of saturation are obvious, and the top Chinese manufacturers want to achieve growth. , you need to be more active in robbing the 'exitor' original market space.
The mobile phone market is in a downturn, and the development of new market space is limited. The rise of the Chinese Legion will inevitably have a big impact on the two international brands, Samsung and Apple. In fact, Samsung Apple is currently in a relatively conservative state in the international market. Apple's latest earnings report shows that mobile phone sales growth of 1% year-on-year also illustrates this. However, relying on the advantages of the high-end market, Apple's revenue and profits have increased significantly. In contrast, Samsung is undoubtedly the most anxious of the moment. Mobile phone brands, the Chinese market can no longer hope, other markets are also attacked, Samsung's situation is getting more and more serious.
Others break out, who is the most promising?
First-line manufacturers are like tigers fighting for the market. For 'others', this is an inevitable life and death.
From the list of published reports, the overall share of the top mobile phone manufacturers in the past few quarters is rising. IDC data shows that the top five vendors in the global mobile phone market in the second quarter of 2018 totaled 66.8%. With the share of vivo, the top six manufacturers accounted for nearly three-quarters of the global market. And this trend of concentration towards the head industry continues, and the living space of small-brand mobile phone manufacturers is slowly squeezed.
So, who is most likely to highlight the encirclement?
Huang Hao mentioned that the first is Lenovo. According to Counterpoint's report, although Lenovo's sales have decreased year-on-year, Motorola still has a large market space in South American market, and it is difficult to be overcome by foreign brands. The Lenovo mobile phone brand is launched in China, and Lenovo mobile phones are showing signs of recovery.
In contrast, the top LG performance is not good, has basically withdrawn from the Chinese market, and the global market share has also fallen sharply. Under this trend, Lenovo is likely to replace its seventh position.
Then there was HMD, which was one of the most eye-catching vendors in the quarter. In this quarter, HMD mobile phone sales reached 4.5 million units, an increase of 782% year-on-year, and with Nokia's 'brand Yuwei', this growth trend of HMD is still Will continue in the future for a while. But when a certain amount is reached, HMD also faces a hurdle. Whether it can be passed or not will determine whether he can enter the ranks.
For small brand manufacturers, Huang Hao also said that the small and beautiful route is a feasible method. This is not to say that the scale is small, but to keep as much as possible of their own targeted groups. For example, one plus mobile phone, has already surpassed Apple in the high-end market in India. .
Summary: The mobile phone industry is undergoing accelerated changes
Whether it is a battle for battle or a battle for life and death, the accelerated phase of the revolution in the mobile phone industry has arrived.
In fact, the status quo of the global smartphone market is still continuing, but it is also changing. It can be seen that some manufacturers have experiencing more vigorous vitality. Huawei, Xiaomi and HMD have played a leading role in their respective ranks.
Huawei has a strong performance. Yesterday, Huawei released its operating results for the first half of this year, with sales revenue of 325.7 billion yuan, a year-on-year increase of 15%, and operating profit margin of 14%. The momentum is fierce. On today's Suning 818 fever shopping festival mobile phone sales list, the deadline At 20 o'clock today, Huawei's mobile phone won the Android sales, and the sales amount doubled. It is foreseeable that in the global mobile phone market, after the throne of the runner-up, Huawei still maintains a strong momentum to challenge Samsung.
One of the manifestations of the accelerated transformation of the mobile phone industry is that the market is concentrated to the head industry, which accelerates innovation. This is a very obvious trend. The head industry share is more concentrated, second-tier manufacturers are struggling to survive, and other small brands may slowly withdraw. But At the same time, whether the head manufacturers compete for more markets or the second line and other manufacturers in order to survive, they will speed up the innovation of products and services, and more and more personalized products will appear, promoting market diversification. Direction evolution.
In this process, the influence of state-owned mobile phone brands will continue to expand. In the Counterpoint report, the total market share of Chinese mobile phone manufacturers has exceeded 40%, and in India, Latin America, Africa, the market has performed well. And there are manufacturers in various countries still marching into the European market, multi-regional layout, comprehensive penetration, and gradually improve the influence of domestic mobile phones.
At the frontline founder, executive editor Lao Liang believes that Chinese mobile phone manufacturers are ushered in a new era in history. The Chinese army is entering the full catch-up phase, Huawei enters the first echelon, and Xiaomi, OPPO, vivo and other stable second echelon .
Today's mobile phone market has little to do with Japanese manufacturers (except Sony), mainly due to the confrontation between China, the United States and South Korea. Japanese manufacturers have basically fallen from the beginning of the 4G era. 4G, processor, flash memory and the entire industry chain rose, and once became the spokesperson of the Android machine.
Since the encounter with the 'battery door' in 2016, Samsung has suffered from the rapid rise of Chinese manufacturers such as Huawei, Xiaomi, OPPO, and vivo. Samsung’s aura in the Chinese market is no longer, but it has maintained its number one position in the global market. .
However, it should be pointed out that although Huawei has accumulated a certain amount of core technologies such as processors, the Chinese military team's full industrial chain capability still has a gap with Apple and Samsung, but this does not prevent the Chinese Legion from relying on China and other BRIC markets. The bonus, from the share and market to catch up.
Two years later, the mobile phone industry will enter the 5G era, which is undoubtedly an important turning point in the three-party competition pattern between China, the United States and South Korea.
Lao Liang also pointed out that many manufacturers have started to release news about 5G mobile phones in recent days. However, it is not so important to grab the first launch. What is important is that 5G will be a major change that sweeps across all walks of life. Mobile phone manufacturers will play a vital role in it.
In one to two years, Chinese manufacturers may ushered in the first opportunity to climb the top, and fully enhance their status and brand image in the 5G era. And it is foreseeable that it will be an unprecedented cleansing, a patent, technology. Innovative, industrial chain and other all-round competition. From this point of view, the situation of Chinese players should not be too optimistic.