Previously, a number of institutions announced the second quarter report of the Chinese smartphone market. The report showed that the mobile phone market was in a downturn, showing a year-on-year decline or stagnation. Recently, another research institute released a report that gave a shocking data: the domestic mobile phone market plunged more than 10% in the second quarter, which means that the market cake is shrinking rapidly, and the days of second and third-tier manufacturers will be more difficult. The future will be even more confused.
According to the report of the "Electronic Times Research Department" quoted by the Taiwan Electronic Times website on August 22, the total delivery volume of the Chinese smartphone market in the second quarter was 94.1 million units, which was basically the same as that in the first quarter, but compared with the same period last year. It has shrunk by 11.8%.
In the past two years, some organizations reported that the Chinese mobile phone market has experienced a short-term non-sustainable contraction, but the shrinkage has not reached such a high level. According to incomplete statistics, the 12% decline is almost unprecedented, which has also sounded the alarm for many second- and third-tier manufacturers.
According to the report, the capacity of China's smartphone market in the second quarter accounted for 28.9% of the global market.
The "Electronic Times Research Department" is located in Taiwan, China. Its main data comes from the upstream supply chain of smartphones and has certain authority. As is known to all, Taiwan has a large number of smart phone parts suppliers and foundries such as Foxconn Group and Heshuo Technology, which contain a lot of important business information of the smart phone industry.
According to the supply chain information, the research department believes that brands such as Huawei, OPPO and vivo will continue to grow in the current third quarter, and mobile phone shipments are expected to increase by 20% compared with the second quarter.
It is predicted that in the fourth quarter of this year, China's smart phone market will also shrink slightly, mainly in the same period last year, Chinese mobile phone manufacturers have developed a very aggressive sales plan, and manufacturers will adjust this year.
For the sharp decline in the Chinese smartphone market, the Electronic Times Research Department analyzed two reasons.
First, since domestic mobile operators have cancelled the policy of subsidizing smartphones, the three major telecom operators have only 56 million new users in 4G in the second quarter, a record low, which naturally affects the entry level and the middle. Sales of 4G mobile phones.
In addition, some manufacturers have appeared in the sales channel of smartphone inventory, so the delivery target was adjusted in the second quarter to temporarily digest the backlog of inventory.
In the report of the Electronic Times Research Department, the top five manufacturers in the Chinese mobile phone market are Huawei, Xiaomi, vivo, OPPO and Apple. Among them, Xiaomi's shipments have doubled, mainly because of the large-scale inventory cleaning of old mobile phones before Xiaomi, and the demand for models such as Xiaomi 4X and Redmi Note 4X is very strong.
According to reports, in the third quarter, the shipments of smart phones from OPPO and vivo, the two blue-green manufacturers, will also increase significantly, because in the first half of the year, the two companies have already carried out large-scale inventory cleaning of used mobile phones.
Previously, a number of market research companies, including IDC, also released the second quarter of China's mobile phone market report. Tencent Technology noted that in the IDC report, Xiaomi ranked fourth, with sales increasing by a quarter. The Electronic Times Research Department ranked second, and the growth rate nearly doubled.
IDC is also a relatively authoritative and established market research company. Its report believes that the Chinese mobile phone market has shrunk in the second quarter, but the shrinkage is only 0.7%.
Regardless of the year-on-year contraction, for the second and third-tier mobile phone manufacturers, their next days will be even more difficult.
At present, China's mobile phone market is showing a trend of concentration. The four giants continue to consolidate their market advantages. Among them, two overseas brands, Samsung Electronics and Apple, which have been strong in the past, have also experienced sharp declines in China. Samsung has fallen by more than half, and Apple has It has fallen for more than a year and has not stopped falling to this day.
According to IDC's report, the four major domestic brands have already occupied two-thirds of the Chinese mobile phone market in the second quarter. A total of a quarter of the total sales of other manufacturers plummeted.
Taking Xiaomi and Huawei (including the glory brand) as an example, the two giants used to dominate the online sales of mobile phones. Now they are rapidly expanding offline sales, launching a more ground-breaking marketing campaign, and adjusting sales channels. The new power of mobile phone sales.
In contrast, a large number of other manufacturers who used to imitate the millet model into the mobile phone market have a weak market share. They have not had enough courage and capital to build an offline sales network, which is bound to continue to decline in the market share rankings.
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