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Xiaomi ’s 2019 financial report shows that in 2019, Xiaomi ’s overseas market revenue reached RMB 91.2 billion (over 10 billion US dollars) , a year-on-year increase 30.4%. In the fourth quarter, overseas revenue was RMB 26.4 billion, a year-on-year increase of 40.7%, accounting for 46.8% of total revenue.
OPPO is also growing strongly. The OPPO overseas market started from the Thai market. In September 2019, sales in foreign markets exceeded domestic sales.
According to third-party data disclosure, in the third quarter of 2019, OPPO ’s overseas market shipments were 32.7 million units, an increase of 18% month-on-month, an increase of 66% year-on-year, and ranked fourth in the world with 8.6% market share Big mobile phone manufacturer. Among them, OPPO ranked fifth in the European smartphone market with a market share of 2%, and won the first place in the mid-range market in the Indonesian market, gradually replacing Samsung and becoming the leading brand in the Southeast Asian smartphone market.
Last year, OPPO sales in Europe increased by 200%. According to the plan, OPPO will enter Germany, Romania, Portugal, Belgium and other markets in Europe this year.
You ca n’t ignore vivo. In the fourth quarter of 2019, vivo has ranked second in the Indian market, with a market share of 21%. In 2019, it has risen rapidly in the Russian market, with a growth rate exceeding 1,000%. VIVO ranks third in the 5G global market, with a share of 10.7%. The top two are Huawei and Samsung.
In addition, for companies like OnePlus, Realme, and Transsion, more than half of their sales revenue comes from overseas.
“In the short term, for companies that are more dependent on overseas markets, it will directly affect shipments. However, for companies that are ready to enter new markets, although there will not be too many losses in the short term, the epidemic will directly hit Chaos their strategy to enter the market. “Jia Mo said, no one can completely avoid this risk. What can be done now is how to minimize the loss.
Challenges and opportunities coexist
Based on Canalys’ prediction at the end of February, the global market will fall between 4% and 13%. Growth is more difficult for mobile phones to come to the company, and it should be less than who can fall.
Under the epidemic, there are still opportunities for mobile phone manufacturers, mainly from two aspects: First, 2020 is the first year of 5G popularity. If the company lays a solid foundation this year, it will be in the next five years. Build advantages . Second, if Huawei ’s overseas restrictions are not lifted this year, the remaining companies will hopefully reshape the market through more aggressive overseas expansionField pattern .
Just last week, Honor released the Honor 30S, a 5G mobile phone with a price of 2,000 yuan, and released Kirin 820, Huawei ’s second 5G chip. Zhao Ming, President of Glory, said in an interview that the epidemic will accelerate the deployment of the entire 5G network and will also accelerate the change of 5G mobile phones. Because now everyone is learning online, as well as online office, remote business. Zhao Ming introduced that after the recovery of the Chinese market epidemic situation, Glory’s growth in March has exceeded the same period in 2019.
In overseas markets, how Chinese companies will undertake the recovery of consumer demand after the epidemic will become a test in the future. On the one hand, how to ensure production capacity, on the other hand, how to handle the relationship with the channel supplier.
“OPPO and vivo’s mobile phone production is mainly based on their own factories, so the supply side has the strongest anti-risk ability. Xiaomi is based on the online model, so the pressure on inventory is relatively small. Companies have their own advantages and disadvantages. “Jia Mo said.
Taking the supply chain as an example, companies with their own factories can give priority to satisfying their own capacity needs. However, ODM-based companies will run out when orders recover, and the advantage of capacity control is not so great. After the epidemic situation improves, consumer demand grows rapidly, and window delivery will become an important opportunity, which may also change the internal order of the channel.
In terms of channels, companies that mainly sell offline will bring more backlog to channel vendors in this epidemic and need to be shared, while companies that sell online can be more flexible and have more inventory grasp.
This article comes from the WeChat public account: Interface News (ID: wowjiemian) , author: Lin Teng, Xu Shi-chi