There is hidden danger behind the growth of domestic mobile phones against the trend, 5G technology or a breakthrough in the market
Issue Time:2018-11-29
The newly released mobile phone global sales data shows that in the third quarter of this year, domestic mobile phone brands continued to maintain the status of “Big Screen” in the global market: in the global mobile phone market share ranking, four domestic brands including Huawei and Xiaomi were all in the list. Five, of which Huawei ranked second in Apple, and Xiaomi and OPPO tied for fourth with 9%.

It is understood that Samsung still holds the largest mobile phone market share in the world. Although the current domestic brands have gradually opened up the international market, there are still technical concerns behind its rapid growth. In the future, with the development of new technologies such as 5G, domestic mobile phone manufacturers may face a new round of development pressure.

Samsung leads the way, "Chinese goods" mobile phone status is stable

According to the analysis report of the research institute Counterpoint Research, Samsung still maintains the international leading position of smart phones. In the third quarter of this year, Huawei (including glory) led Apple with 14% market share advantage over 12%, ranking the global mobile phone share ranking. In the second place, Xiaomi and OPPO tied for fourth place, and vivo ranked fifth with 8% share.

Compared with the same period of last year, the global market share of Huawei (including glory) mobile phones increased by about 4.5%, and the total share has surpassed Apple for two consecutive quarters. The gap with Samsung has narrowed from 10% to 5%; the market share of Xiaomi and OV The rate tends to be stable, with a slight increase year-on-year; the Matthew effect in the mobile phone market is intensifying, and the market for small and medium-sized manufacturers is further compressed.

The analysis pointed out that with Apple's mobile phone continue to push up product prices and increase profit margins, domestic mobile phones represented by Xiaomi, Glory, OPPO are currently the main price-performance advantage in the global market, through the industry's excellent "full screen", intelligent AI camera , fingerprints and other product design and technology integration for the "flagship" model, applied to the mid-range or low-end price models, driving the steady growth of brand smartphone sales, which also makes "Chinese goods" mobile phones successively obtained A relatively stable global market position.

At present, China's domestic mobile phone manufacturers are accelerating the deployment of overseas markets. Canalys' overseas mobile phone sales data for the third quarter shows that although Samsung is still leading the mobile phone market share in many countries, domestic mobile phone manufacturers represented by Huawei, Glory, and Xiaomi are gradually becoming in markets such as Russia, Germany, the Netherlands, and Italy. Up-and-coming.

Taking glory as an example, with its cost-effective advantage, it achieved a year-on-year increase of over 1000% in the third quarter of this year in Russia, the Czech Republic, and Egypt; Xiaomi continued to dominate the Indian mobile phone market with a market share of 27%; Huawei, OV Also struggling to go out to sea.

In the domestic market, the domestic brand mobile phone market share continues to lead. Although the mobile phone market is facing a general decline this year, the sales volume of Huawei and Glory has increased by 14%, and vivo has ushered in a small increase. The overall sales of mobile phones, the five brands of vivo, OPPO, Huawei, glory and Xiaomi are among the top five, Apple The domestic market ranks sixth, and Samsung’s market share is less than 2%.

According to statistics from the China Institute of Information and Communications Research, the shipment of domestic smartphones in the first 10 months of this year has reached 89.8% of the total global shipments, indicating that the “Chinese goods” mobile phone is in full swing in the international market, and its market position is further advanced. .

There are core technology concerns behind market growth

From the earliest mobile phone market, Motorola and Nokia's "two strong hegemony", Apple, Samsung's US-South Korea brand dispute, and now Samsung, Huawei, Apple, Xiaomi, OV global market share "multi-polar" development... ... The world influence of domestic brands is constantly increasing, but the shortcomings of domestic mobile phone brands are not to be ignored.

For example, in the production of content involving core technologies such as chips, storage, and batteries, domestic brands are currently unable to compete with related brands in the United States, Japan, and Korea. Taking the OLED self-illuminating screens of domestic brands on the “flagship” model as an example, due to the fact that there is not yet formed a sufficient and mature OLED production line in China, the evaporation process and packaging process of the organic light-emitting layer are related and related. Operating equipment is relatively lacking, so it has to rely on Japan, South Korea, etc. to provide corresponding technical support, which makes some domestic manufacturers fall into the passive in research and technology development in related fields, thus lacking long-term and stable in the international market. Competitiveness.

Samsung mobile phones, although they have experienced a sharp decline in sales and sales in the industry due to battery problems, but because they have the core technology of the screen and other related fields and the complete industrial chain, they have bottomed out in the international market. The speed is also very fast. The third quarter sales data of the global mobile phone market shows that despite Samsung's unsatisfactory performance in the Chinese market, its market share in the European market is still ahead of other brands.

At present, domestic major manufacturers are stepping up their efforts in innovation and R&D in the technical field. Although they cannot be compared with some foreign manufacturers at the technical and equipment level in the short term, in the future, by strengthening industry integration and technology research and development, domestic manufacturers still have opportunities in core technologies. Breakthroughs have been made in the field.

5G technology or a breakthrough in the market

At present, the domestic mobile phone has a price-performance advantage in the process of layout to the international market, revealing the information that the overall industry growth is weak. Data show that the current global mobile phone sales market has been cold for many consecutive quarters; in terms of shipments, global smartphone shipments in the third quarter of this year fell by 5% year-on-year, and in Latin America, the growth rate reached 7%.

At present, the global mobile phone industry has entered the stock market from the incremental market. How to continue to stimulate the market and guide consumption has become a problem faced by major manufacturers. “Comprehensive Screen”, “AI Smart Photographing” and “Multi-Camera” have opened the market's main selling points for various brands. However, in recent years, the related technology and functional design have gradually entered a homogenization situation, which is not only easy to trigger negative competition in the industry. It will also cause some consumers to have "aesthetic" fatigue.

Taking "multi-photo" as an example, in addition to the "double-camera" mobile phone on the market, there are "three-shot" and "four-shot" mobile phones. It is reported that Nokia will deploy a "five-photo" mobile phone next year, and LG has even applied for a mobile phone patent with 16 cameras. Although there is a positive relationship between the number of lenses and the imaging effect, excessive attention to mobile phone camera technology may cause the industry competition to enter the "cell phone to camera" cycle, affecting the user experience.

On the whole, the current mobile phone market lacks functional and structural technological innovation. Although the industry's optimistic foldable OLED "flexible screen" and mobile phone 5G technology may become a new strong shot in the mobile phone market in the future, but the two have not yet officially entered the market, what will it cause to the current market structure? The impact is still unknown.

In terms of 5G technology, Samsung, Huawei, OPPO and other mobile phone manufacturers are stepping up research and development of this technology, and have publicly stated that they will release new 5G mobile phone products within the first brand next year. The data shows that global shipments of 5G smartphones are expected to reach 2 million units next year, and will exceed 1.5 billion units in 2025. According to industry insiders, 5G technology is indeed the direction and trend of mobile phone development in the future, but before the 5G era, the mobile phone market is likely to remain in a difficult period of growth. (Xu Wei)

Article source: Nanfang Daily

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