Other manufacturers are not very good.
Editor’s note: This article is from love child norm APP , Author: Musi.
Before the official arrival of the 5G wave, the mobile phone industry ushered in a long-lost dawn.
According to market research organization Canalys According to data from , in the third quarter of 2019, global smartphone shipments increased by 1% year-on-year, achieving the first increase in the past two years.
Another research institution StrategyAnalytics A similar statement is given, which reported an increase of 2%, which is also the first positive growth in the past two years.
This industry is still an oligarchy era. The top 5 vendors in the total shipments account for 7-8% of the global market share, and the rest is reserved for small factories.
However, the market is growing, it doesn’t meanEvery big manufacturer benefits. Both quarterly reports show that this time the increase was mainly brought by Samsung and Huawei.
According to the data given by Canalys, Samsung shipped 78.9 million units in the third quarter of this year, up 11% year-on-year; while Huawei ranked second with 66.8 million units, up 29% year-on-year.
Samsung’s growth is related to the market strategy it adopts. Canalys said that Samsung has not only increased the number of GalaxyS series models in the high-end market, but the new GalaxyA has also improved in terms of cost performance. Although this affected Samsung’s profit margin, it also regained some market share.
Huawei’s share change, on the one hand, is because its models shipped overseas in the third quarter are concentrated on models that were already available at the beginning of the year, such as the P30 series, they can still get support from Google services, but like Mate30. The recent new models are uncertain overseas.
On the other hand, were benefited from Huawei’s aggressive expansion in the Chinese market, which indirectly compensates for the obstacles it faces in overseas markets.
According to Canalis’ China Market Report, Huawei’s smartphone market in China in the third quarter The share has reached 42%, a 66% year-on-year increase, basically equivalent to Nokia’s dominance in the Chinese market a decade ago.
At the same time, this is Huawei’s double-digit growth in China for six consecutive quarters. If we continue to maintain such growth, Huawei will account for more than half of the domestic mobile phone market.
Besides Huawei, other mobile phone brands have experienced different degrees of decline in the Chinese market, with a drop of about 20%-30%. Those small and medium-sized mobile phone manufacturers that are classified in the “other” category are even worse. .
This also proves that in a market that is close to saturation, mobile phone manufacturers are actually competing for each other. If a brand’s share rises sharply, it often means another brand’s decline.
Canalys also pointed out in the report that although OPPO, vivo and Xiaomi are constantly introducing new products in China, Huawei’s absolute superiority in the Chinese market has given it considerable discretion in negotiating with suppliers. .
At the same time, given Huawei’s close relationship with operators in 5G network deployment, its market position will be further consolidated, which will put more pressure on other brands.
The Chinese market is not developing well, and some brands have chosen to invest more energy in overseas markets. For example, Xiaomi and OPPO are vigorously expanding to Western Europe and India.
From the perspective of shipments, we can also see the focus of various manufacturers. For example, in the third quarter, Xiaomi’s shipments in the Chinese market accounted for only 27% of its global shipments, and OPPO’s ratio was 53%. %, Huawei is as high as 62%.
Also mentioning Apple. Whether it is the global market or the Chinese market, Apple’s shipments are still down, but this quarter’s 7% decline has improved from the double-digit decline in the last two quarters, The newly released iPhone11 series accounted for about 40% of the Chinese market in the third quarter.
Canalys said in the report: “The lower price of the iPhone 11 (compared to the previous generation), and distribution for the Chinese marketThe channel provides a flexible channel profit structure, which is an important market operation for Apple to stimulate shipments this year.
Considering the price changes of the iPhone11 and the significant improvement in market demand in various regions such as Asia, it is expected that in the fourth quarter of this year, Apple will achieve a year-on-year growth in the global market.
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