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IDC, an internationally renowned data research company, just released the global mobile phone market share survey report for the second quarter of 2016. The report shows that in the second quarter of this year, the total number of global mobile phone shipments reached 343.3 million units. However, whether compared to the same period of last year or the sales data of the first quarter of this year, the growth rate did not exceed 0.3%, which can be seen globally. The growth rate of the mobile phone market has slowed down significantly. For major mobile phone manufacturers, the pressure of competition is increasing.
(Source: IDC)
According to the top five global mobile phone market rankings announced by IDC, the two most globalized brands, Samsung and Apple, are still in the top two seats. The other three seats are all from Chinese manufacturers. Vivo, OPPO, and Huawei have all wrapped up, which fully demonstrates the importance of the Chinese market in the global mobile phone market.
Global mobile phone shipments slow down Apple Samsung focused on the Chinese market
The TOP5 ranking and the first quarter of the second quarter did not change significantly, but behind the rankings was a subtle change in Apple’s performance. Apple’s sales volume in the Q2 quarter decreased by 15% year-on-year. There had been supply chain rumors that Apple did not sell iPhone 6S. Achieve expectations and cut about 30% of orders. Peng Luping, Asia Pacific research director of Analysys Analysts, said earlier: “Apple is looking to China’s middle class to boost sales, but the problem is that many of these people have chosen domestic brands. Although domestic brands do not have direct competition with Apple, they are indeed Take away some potential users of Apple."
The Huawei, OPPO, and vivo companies in TOP5 have shown strong impact in the Chinese market, and the future advantages are likely to become more apparent. In recent years, these three companies have achieved results in R&D and technology accumulation. Significantly, Huawei's basic communications technology, OPPO's charging, vivo's photographing and Hi-Fi have all established enough product technical barriers.
On the contrary, hardware upgrades are not large, the appearance is almost unchanged, the features of selling points are not clear enough, and so on, which causes the iPhone to suffer criticism from Chinese consumers. At the same time, the mobile phone products launched by Chinese manufacturers are more in line with consumers' purchasing needs. This makes Apple Feeling pressure, in the latest version of iOS has added more features for Chinese users, the rumored iPhone7 will also support dual-card dual standby functions, this series of changes also shows that Apple began to put more Energy and domestic manufacturers grab users.
The same threat has also strained Samsung's nerves, especially in the Chinese market. Although the previously launched flagship S7/S7 Edge products have achieved success in the world, due to the rise of Chinese brands, sales in the second quarter of this year have also increased by only 5.5% year-on-year. Compared to Apple, Samsung's pace is much faster, and recently it has quickly launched two models, C5 and C7, which are completely targeted at the Chinese market and are fully developed and designed by the Chinese team. Samsung hopes that the fully localized team will be better able to cope with the entrenchment of domestic manufacturers. However, in the face of local manufacturers who have been stifling for many years in the Chinese market, it is still difficult to draw conclusions as to whether or not they can stand out.
China has become the key to the global mobile phone battlefield occupying the high-end market
In the second quarter of this year, China’s global smartphone shipments were 139 million units, which is the sum of the two giants of Apple’s Samsung. This data further shows that China has become the main battlefield in the global mobile phone market. According to the latest data released by the market research company GfK, although the overall sales growth in the second quarter of this year tends to be stable, in the segment market, the mid- to high-end market growth rate of more than 2,500 yuan is still much higher than that of the low-end market. , And occupying the high-end market has become the main battlefield for mobile phone manufacturers.
(Source: GfK)
According to IDC data, compared to the same period of last year, only two brands, vivo and OPPO, have achieved significant growth. Among them, vivo's growth rate of 80.2% year-on-year also made it successful among the top five global players. Mainly from the increase in sales of high-end products.
In recent years, the share of Chinese brands in the high-end market has soared from less than 50% to 70%. According to data from June 2016 by GFK, the mid- to high-end prices for 2000-2500, 2500-3000, 3000-3500, and 3500-4000 yuan In the segment range, brands such as Huawei, vivo, and OPPO rank among the top three in all the above price segments. More and more Chinese consumers will jump out of the established thinking of Apple or Samsung when buying high-end mobile phones. This is also why Samsung S7 There is almost no significant increase in sales volume and the main reason for the decline in iPhone sales.
(Source: GfK)
Insight into consumer needs Domestic brands succeed because they understand users better
Anthony Scarsella, research manager of IDC's mobile phone team, said: "As high-end market competition increases, mobile phone manufacturers need to continue to push "flagship models" at a price acceptable to users to maintain growth. Chinese manufacturers such as Huawei and vivo have used this strategy to obtain The success, and they continue to optimize the high-end products for consumers to take pictures, sound quality, design and other functions." This also proves that a large part of the success of domestic manufacturers comes from insights into consumer demand.
Take vivo as an example, its global vice president Feng Lei once mentioned to reporters that vivo is investigating consumer demand for mobile phones every year through specialized consumer research departments carrying out hundreds of thousands of quantitative questionnaires. Other mobile phone brands also There will be a variety of different ways to focus on changes in consumer demand in real time so that product strategies can be quickly adjusted. Compared with Apple and Samsung, the more rapid response to domestic brands to seize the opportunity.
Global mobile phone sales slowed down and the situation stabilized. This means that competition will become more intense and growth will become more difficult. Who can better understand the needs of consumers will be more competitive in the future. For consumers, the more fierce competition is undoubtedly, the more favorable the news is. In the future, there will be more products with distinct selling points. At the same time, the improvement of quality will be even more important. The three brands of Huawei, OPPO, and vivo are able to squeeze into the top five globally. They play a key role in the importance of technological innovation and understanding of the market.
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