Affected by factors such as weakening kinetic energy demand in the consumer market and rising prices of upstream components, the global smartphone market showed weak growth in 2018. However, in this state, competition among various manufacturers is still fierce.
In the data of shipments of mobile phone manufacturers released by the Rising Sun Big Data Research Institute in September 2018, Apple surpassed Huawei (18.28 million) with a shipment of 19.19 million to win the second highest peak in the world.
The reason why Apple's shipments surpassed Huawei to win the second highest peak in the world is because Huawei's global mobile phone shipments outperformed Apple. Last month, Gartner's latest data, the second in 2018. Quarterly is the statistical cycle, Huawei surpassed Apple for the first time, becoming the world's second largest smartphone supplier, and Apple relegated to the third place in the world.
In the next two or three years, Huawei will achieve a small goal beyond Apple and Samsung. 'This is a sentence that Huawei’s consumer business CEO Yu Chengdong used to talk about. Data from the research organization in 2018Q2, Huawei does The small goal is close to one step, but it seems to be pulled back to reality very quickly - by Apple, it is back to the world's second, 'Your grandfather is your uncle'.
But can Apple's second bench in the world sit hot? We analyze it from multiple dimensions:
First of all, from the perspective of Apple's own perspective, Apple's lack of innovative expressiveness in the smart phone industry has led to its transition from active role to driven role, and Apple's reluctance (in the case of Liu Haiping, there is no better The alternative must be an old solution used in the waste), which directly led to its lack of tension in the consumer market. Taking Apple's 10th anniversary conference as an example, the iPhone X is not without surprise, but it is not so obvious. The final shipment of the iPhone X was also lower than expected and had to reduce the order volume.
On the other hand, the prices of these iPhones have been rising recently, and the pricing of luxury products has invisibly alienated some consumers. For this reason, Apple has paid the price in the Indian smartphone market – the media said that Apple is alienating India is the second largest smartphone market in the world.
And how does Apple's mobile phone perform in China, the world's largest smartphone market?
The overall growth trend of the global smartphone market is similar. According to the latest data from Counterpoint, the growth rate of China's smartphone market is generally depressed in the first half of 2018. Compared with the first half of 2017, the market of Apple's mobile phone. The growth rate is 4% negative growth. In the second half of 2018, iPhone Xs, iPhone XS Max, iPhone XR and other three mobile phones are also highly priced, perhaps not for the general consumer group, perhaps in the screening of customers, then Apple fancy That's not the amount of shipments. In this way, I think that Apple's shipments will be surpassed. Moreover, the name of the world's second largest mobile phone manufacturer (shipment dimension) is not ranked in Apple. The first important position.
Therefore, this bench of Apple's second largest mobile phone manufacturer (shipment dimension) is sitting on its bench and analyzing it from its own perspective.
Looking at the external factors, the overall growth of the global smartphone market is in the same form in front of the public. Investigate carefully, the lack of growth is the weak growth of the weak growth vendors, and the continued growth of the counter-trends. relationship.
In the case of Huawei, which is chasing Apple, it is such a growth-type vendor that continues to grow at a slower pace than the growth of the global smartphone market.
From the latest data given by Counterpoint above, we can see that in the first half of 2018, in China, the world’s largest smartphone market with an overall growth rate of -10%, the only three brands that maintain effective growth rate For the company accounted for two, of which Huawei achieved 2% effective growth, Huawei's sub-brand glory achieved 32% effective growth. In addition to product price, Huawei brand loyalty remained high. The rich new products are matched with the straddling consumer demand. At the same time, GUP Turbo, CPU Turbo 'scare technology' is 'uncountable'. It has become the basic driving force for Huawei to continue its growth against the trend.
In the next 2018, the Kirin 980 chipset with the same 7nm process will be officially launched with the A12 chipset equipped with iPhone Xs, iPhone XS Max and iPhone XR. Huawei Mate 20 Series, Glory Magic 2 The series will be equipped with the Kirin 980 chipset to occupy a position in the flagship camp in the second half of the year. In terms of mid-end civilian consumer products, Huawei and Glory should also have rich products in different consumer layers in the first half of the year. I predict that In the second half of the 2018 smartphone industry competition, Huawei will still achieve good performance.
In the global shipment dimension, Apple's peak is the second in the world. According to the weak growth of Apple, Huawei is going against the trend, and the second peak in the world may really become the peak of Apple's development history.
The author predicts that Huawei will repeat itself in the Q2 202 beyond Apple, and Apple's second bench in the world may not be stable.