China's mobile phone market declines Domestic mobile phone manufacturers go out to sea gold
Issue Time:2018-08-03
In the early days of smartphones, Apple used the iPhone to detonate the global smartphone market. After several years of rapid development, the mobile phone products on the market are exquisite. However, with the rapid spread of smartphones, the number of smartphones continued to rise, and the smartphone market has shown a downward trend. It has been declining for three consecutive quarters. The once-popular mobile phone brands such as Motorola and HTC have been marginalized and are facing market elimination. crisis. In the Chinese market, due to fierce market competition, the demographic dividend is basically exhausted, making it one of the most obvious areas in the global smartphone market.

The mobile phone market continues to decline and the Matthew effect is intensifying

Recently, a number of research institutions released, the analysis of the smart phone market in the first half of 2018, this year's mobile phone market is still difficult to understand, the mobile phone industry's "hardship" or continue to the 5G communication technology popularization day. According to data released by Qunzhi Consulting, global smartphone shipments in the first half of 2018 were 640 million units, down 3.0% year-on-year. In the mainland China market, smartphone shipments reached 210 million units in the first half of the year, down 6.9% year-on-year, and the decline exceeded global levels.

Analysts believe that the reason for the decline in the size of the smartphone market in mainland China is that the economic environment in mainland China is weak, operators' subsidies are weakening, high-security is high, and mobile phone prices are rising. The current consumer change cycle is extended to approximately 31 months. There are indications that the Chinese smartphone market has already bid farewell to the peak and entered the downtrend channel.

However, it is worth noting that the decline in the smartphone market in mainland China has not affected the market conditions of the head brand. The four major manufacturers of "Hua Mi OV", which are in the first echelon of domestic mobile phones, are still expanding their markets. Source chain sources said that mobile phones such as Xiaomi, OPPO and VIVO are still actively releasing new machines and expanding shipments. Huawei's consumer business BG CEO Yu Chengdong previously announced at the NOVA conference "As of July 18, Huawei's mobile phone shipments in recent years have exceeded 100 million." It is estimated that Huawei's mobile phone shipments this year will be expected to exceed 2 Billion. In addition, OPPO and VIVO experienced the inventory adjustment in the first quarter. In the second quarter, they also released the flagship R15 series, X21 series and high-end Find series and NEX series. Compared with the same period last year, its market share was basically flat.

In contrast, after the head brand has eaten most of the market, small and medium-sized brands and even some overseas brands can only eat crumbs, and some brands may eventually face the end of the exit. Among them, Meizu sold only 20 million mobile phones last year. In order to reduce operating costs, Meizu has already cut more than 600 employees this year and integrated the two business groups of Meizu and Charm. Jin Li also caused suppliers to start adopting stricter policies on the company due to changes. It is understood that Jin Li's shipments in a quarter are less than 1 million.

Domestic mobile phone manufacturers collectively go to the sea to seek growth opportunities

Although the head brand has a large share of the Chinese mobile phone market, as China has become a stock market, the pursuit of growth can only capture the share of the hands of friends, so more and more mobile phone manufacturers choose to "go to the sea to make a living." Taking the Southeast Asian market as an example, in the first quarter of 2018, China’s mobile phone suppliers’ share of the smartphone market in Southeast Asia has grown to more than one-third, and the top three sales are from Chinese mobile phone manufacturers. Even in some sales regions, the sales volume of a single domestic mobile phone brand has surpassed that of Apple and Samsung.

In India, market research firm CounterpointResearch data shows that one plus six sales topped the list, accounting for 30% of high-end mobile phone shipments, the second of which is Samsung Galaxy S9, which accounts for 19% of shipments, followed closely. It is a plus 5T. In fact, although China is in the second and third tiers in mainland China, almost one third of the world's income comes from India.

In addition, in addition to Southeast Asia, India has become a popular nugget place for domestic mobile phone manufacturers, Central and Eastern Europe has also become a region where the share of domestic mobile phones is growing rapidly. In the European market, Huawei entered the European market earlier based on its advantages in communications. This year, OPPO held a press conference in France and officially announced its entry into the European market. It is understood that Xiaomi will also enter the European market through sub-brands. According to industry analysts, the entry difficulty of the European market is less than that of the Southeast Asian market, but Chinese mobile phone brands should first establish the image of high-end brands.

For domestic mobile phone brands, in the case of domestic competition is already very full, it is inevitable to seek growth in the sea. However, if domestic mobile phones seek global development, they must build a perfect product line to have sufficient in the Android ecosystem. Competitiveness.

Article source: home grid

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