This article is from WeChat official account:Love Faner (ID:ifanr), author: love Fan children, from head Figure: vision China

The impact of the epidemic on the mobile phone market continues. Considering that some overseas countries are still in the epidemic prevention stage, it should be difficult for mobile phone manufacturers to see signs of improvement in sales until the end of this year.

The latest market report also confirms this. According to data from research institute Canalys, in the second quarter of 2020, global smartphone shipments were 285 million units, a year-on-year decrease of 14%.

The data recorded by IDC also dropped by 16% year-on-year, and the decline in the second quarter exceeded that in the first quarter.

Picture from: Reuters

However, China may be an exception. Although there was still a 7% drop in the second quarter year-on-year, thanks to the economic recovery in the past three months, the chain growth rate of China’s mobile phone market reached 25%, with mobile phone shipments exceeding 90 million units, among which Huawei and Apple , And achieved positive growth this quarter.

Faced with this ever-changing market, the competition among big companies has never stopped. How to sellProducing more mobile phones and keeping their share is still a problem for many manufacturers.

1. Huawei’s victory and Samsung’s defeat are all related to China

If you want to use one sentence to summarize the biggest changes in the mobile phone market this quarter, it is: Samsung loses, Huawei wins.

In this quarter, Huawei led the global mobile phone market. Picture from: IDC

Data from Canalys, IDC, and Counterpoint three analysis agencies show that in this quarter, Huawei has become the world’s most shipped mobile phone manufacturer, while Samsung fell to second place.

This is also the first time in the past nine years that manufacturers other than Samsung and Apple have led the global smartphone market.

Samsung has seen a 30% drop, which is 20 million fewer mobile phones sold than in the same period last year. Picture from: Canalys

From the data point of view, Samsung and Huawei both saw a decline in this quarter, but the former’s decline was significantly greater, reaching nearly 30%, almost 20 million fewer mobile phones sold than in the same period last year; while Huawei only dropped Around 5%.

The reason why Samsung mobile phones lost the number one can also be attributed to two points.

First, several core markets where Samsung dominates, such as Brazil, India, the United States, and Europe, were hit by the obvious epidemic in April, resulting in weak sales, and Samsung’s weakness in the Chinese market also led to it Unable to enjoy the benefits of domestic economic recovery.

Second, Samsung’s sales this quarter was mainly driven by its mid-to-low-end A series, but the sales of high-end products Galaxy S20 and Galaxy Z Flip were somewhat weak, which is also related to people’s lack of consumption motivation during the epidemic.

In this way, Samsung handed over the first place, making Huawei the first in the world for the first time.

Huawei accounts for 44% of the Chinese mobile phone market. Picture from: Canalys

Of course, Huawei’s stable performance in the past year was mainly due to its comprehensive domestic efforts to make up for its overseas marketloss.

From the China market report given by Canalys, you will see that this quarter, Huawei’s share of the Chinese smartphone market reached 44%, and it still achieved an 8% increase.

The 40 million shipments in a single quarter are basically equivalent to the total domestic shipments of vivo, OPPO, Xiaomi and Apple.

Since being sanctioned, Huawei has been increasing the proportion of domestic mobile phone shipments. Picture from: BI

How important is the Chinese market to Huawei now? According to Huawei’s global shipments of about 55 million, it means that 72% of mobile phones are sold in the Chinese market. If you switch to Xiaomi, this proportion is only 32%, and OPPO’s proportion is 56%.

Another advantage of Huawei lies in 5G mobile phones. Counterpoint pointed out in the report that in China’s 5G mobile phone market, Huami OV’s four manufacturers have accounted for nearly 96% of the market, but six of them belong to Huawei.

The importance of 5G mobile phones is also increasing in China. In the second quarter, 5G mobile phones accounted for one-third of China’s total smartphone sales, and by June it had grown to 40%.In the first quarter, this proportion was only 16%.

This means that for every 10 mobile phones sold in China, 3~4 are basically 5G mobile phones. It is estimated that by the end of the year, we will hardly see new 4G mobile phones.

Second, Apple sells well, mainly due to the iPhone 11 and the new SE

Huawei’s strength in the domestic market has put a lot of pressure on other manufacturers, but Apple’s growth against the trend this quarter has also exceeded many people’s expectations.

Unlike the continuous decline in previous quarters, Apple’s increase this time is not small. According to Canalys data, on a global scale, Apple has achieved a year-on-year increase of 25% and is the only manufacturer in the TOP5 that maintains positive growth.

Many reports show that Apple is the only manufacturer to maintain positive growth in the second quarter of this year. Picture from: Counterpoint

In China, Apple’s growth this quarter reached 35%, which is also much higher than the performance of the past few quarters.

This kind of increase is a bit “abnormal”. According to the past situation, the second quarter is not a strong season for Apple. Even if the price of the iPhone 11 is reasonable, this phone has been sold for almost half a year. The gain is very limited.

The more core reason is actually the “exceeding expectations” performance of the new iPhone SE.

In April, Apple was actually not optimistic about the iPhone’s performance in the second quarter, but it improved in May and June. The new iPhone SE cannot be credited for Optional

Apple CEO Cook also stated in the latest quarterly earnings conference that In the past quarter, iPhone 11 has been at the forefront of the rankings in all countries, and in Greater China, it is the best-selling mobile phone strong>.

As for the new iPhone SE, since its launch in April, its sales performance has been much better than Apple predicted. Cook believes that this may be due to the large number of replacements this year, coupled with the low price and small size of the SE itself, it also has a lot of appeal in certain user groups.

Canalys also added in the report that the new iPhone SE accounted for about 28% of the total iPhone sales in the quarter, which means that Apple has sold nearly 12 million new iPhone SEs in the past three months.

The iPhone 11 is still the largest sales volume, accounting for about 40% of the total. The continuous discounts and promotions of multiple channels in China still keep this model hot.

The popularity of iPhone in the Chinese market, many people hold a view that it mainly depends on “low price”.

But what we tend to overlook is, The so-called low price of the iPhone, the reference is to compare the “Pro” models of past generations of Apple, but this cannot conceal the fact that the new iPhone SE is a 3,000-grade mobile phone.

The price of what Cook called “the best-selling iPhone 11 in China” is in the range of 4,000 to 5,000 yuan. When it is put on the market, it is already comparable to the mid-to-high-end mobile phones of many domestic brands.

This also gives rise to a new question: Does the bangs, non-5G, and non-multi-camera phones that are usually rejected by many people mean “backward” and “not easy to sell”? Without a 5G iPhone, will Apple be defeated by other manufacturers?

Perhaps, with the confirmation of objective data, we will also have a new perspective on these issues.

3. The situation of MiOV is still severe, and overseas markets have become a new variable

Lastly, let’s take a look at the performance of Xiaomi, OPPO and vivo.

As the three domestic TOP5 and global TOP6 manufacturers, although they all launched many competitive products in the first quarter, such as the Reno 4 series launched by OPPO in June, it effectively boosted the rapid growth of OPPO 5G mobile phones. Growth; and vivo’s X50 series also received a lot of praise in design.

However, in the face of Huawei’s continued strength, these mobile phone brands have still not stopped falling in the Chinese market, and there are still double-digit declines. Among them, OPPO and vivo both occupy about 16% of the domestic market share, while Xiaomi’s domestic share is about 10%.

This has also led to a further widening of the gap between the three manufacturers and Huawei. At least in China, the current market shares of the three Mi OV manufacturers can’t keep up with Huawei as a brand.

Basically, onlyIf Huawei does not make mistakes, other manufacturers will not have the opportunity to turn around in the short term. What is more important for Mi OV is to stabilize its original share, get out of the decline as soon as possible, and return to positive growth.

In the second quarter, Xiaomi and OPPO both achieved certain growth in the European market. Picture from: Counterpoint

We also mentioned earlier that in view of the special circumstances of the Chinese market, some mobile phone brands are also putting more energy into overseas markets. For example, Xiaomi and OPPO are expanding to Western Europe and other regions, and they have indeed achieved good results. The results.

However, there is now a new variable in overseas markets, and that is India.

In the past year, OPPO, vivo and realme have all taken away a lot of shares from the Indian market, and Xiaomi is firmly in the first place. Picture from: Counterpoint

India has always been the main battlefield for overseas shipments of Xiaomi, OPPO and vivo, and its position is second only to China, especially Xiaomi, which has ranked first in India for several consecutive quarters, accounting for nearly 30%Market share.

But now, affected by the geopolitical influence between China and India, India has set off a wave of boycott of Chinese products and has begun to strengthen its “Made In India” concept, which has somewhat affected Chinese mobile phone manufacturers.

The national sentiment is only one reason. On the other hand, India is currently one of the most severely affected areas in Asia. The lockdown measures implemented by the local government have caused a large number of factories and offline stores to be closed. This further Frustrated India’s mobile phone industry.

In the second quarter, the Indian mobile phone market shrank by nearly 50%. Picture from: Canalys

Finally, in the past three months, the size of the Indian mobile phone market has shrunk by nearly 50%. Compared with last year’s shipment of 33 million units, only 17.3 million remained in this quarter, including Xiaomi, vivo, OPPO and realme. Of manufacturers have seen a year-on-year decline of about 30-40%.

Samsung was the worst one in the TOP5, with a drop of nearly 60%.

It can be said that under the influence of this wave of epidemics, every mobile phone manufacturer that goes out to sea cannot be alone.

But after the epidemic, it is not easy for India to downplay the existence of Chinese mobile phones.

Canalys also pointed out in the report that it is difficult for local Indian brands to come up with mobile phone products that can compete with Mi OV, while Samsung, Nokia and Apple do not have “price competitiveness”. In the short term, India The “de-sinicization” strategy of China is still difficult to work.

With India’s huge population base, as long as the epidemic improves and demand returns, it will still be the market that Chinese manufacturers want to invest in in the next 5-10 years.field.

This article is from WeChat official account:Love Faner (ID:ifanr), author: love Fan children