In the Second Quarter, China's Smartphone Market Will Pick Up

In the first quarter of 2018, the shipment volume of China's smartphone market decreased by about 16.0% year-on-year, lower than that of the same period last year; In the second quarter, China's smartphone market will pick up. Driven by the flagship new products of major brands, user demand will be released to a certain extent, and the market will show an upward trend. However, with the extension of the replacement cycle and the lack of technological innovation in the industry, the replacement demand of consumers is weakened, and the shipments of smart phones in China in 2018 will be lower than the overall level of last year.

According to IDC, the domestic smartphone market declined significantly in the first quarter of 2018, with a year-on-year decrease of 16.0%, continuing the decline in the fourth quarter of 2017. The main reason for the decline in shipments is that manufacturers focused on digesting inventory in January and February to prepare for the listing of new machines; In addition, most of the new products in the first quarter were released in the middle and late March. Manufacturers consciously controlled the delivery rhythm to cope with market changes, and did not carry out large-scale production.

From the perspective of consumer demand, the replacement cycle of smart phones is also prolonged. The improvement of product quality and the lack of functional innovation weaken the replacement demand of consumers. At present, the products in the market are facing the problem of homogenization, lack of core technology and guidance to drive large-scale machine replacement, and it is difficult to release the purchase intention of users.

In the face of the downward trend of the smartphone market and more fierce brand competition in 2018, the head concentration effect of first-line brands was further strengthened, and the top five brands accounted for more than 85.0% of the market share in the first quarter. Domestic manufacturers accurately grasp the pace of the market, continuously increase technology research and development, extend mobile phone use scenarios, pay attention to human-computer interaction experience, and strengthen the collaborative upgrading of software and hardware.

The brands listed in the rear are further widening the gap with the head, the market share is continuously diluted, and even fall behind, facing the pressure of survival.

According to the latest mobile phone report released by IDC, the share of the top five mobile phone manufacturers has further increased, with obvious head advantages. Among them, Huawei continued to maintain its leading position in the market, with a year-on-year increase in shipments of about 1.9%; Oppo ranked second, but fell by about 12.6% year-on-year; Vivo ranked third, with a year-on-year decline of about 4.0%; Xiaomi, which ranked fourth, continued to maintain its growth trend in the first quarter of 2018 after experiencing rapid growth in 2017, achieving a year-on-year growth of about 41.8%.

Huawei, the No. 1 company in the domestic market, has maintained its leading edge and launched several new products focusing on the core functions of mobile phones at the mid-range price with a comprehensive screen, photography and glass body as its selling points. Its product lines are clearly positioned, with perfect layout for high, medium and low-end product lines, forming a differentiated series layout with mate, Nova, glory and fun.

Continue to maintain the second and third place oppo and vivo, end the early mode of rapid expansion and high investment, stabilize the pace and return to rational development. Both manufacturers launched new products with comprehensive screen, AI and other functions in March. Among them, the new color matching of oppo R15, smart beauty, screen fingerprint unlocking of vivo X21 and Jovi intelligent assistant have been widely recognized by users, and the order rate of new products is very high. Oppo and vivo realize the steady improvement of new product price and shipment through the deep integration of intelligent technology.

Xiaomi, which is closely behind, maintained rapid growth in the first quarter, fully opened offline channels and stimulated new growth momentum. Through the optimized launch of marketing channels, taking advantage of diversified online and offline channels, combined with the new retail model to improve brand awareness, penetrate more target users and further improve brand share. At the same time, on the product side, with the help of the new mix series to improve product positioning, adhere to the concepts of science and technology, innovation and high cost performance, and increase user stickiness.

Recently, Xiaomi's IPO prospectus attracted external attention. It is expected that if it is successfully listed, it will have a further impact on the smartphone market. On the one hand, it will speed up the pace of going to sea, consolidate its dominant position in the Southeast Asian market and explore more emerging markets; On the other hand, it will also invest more resources in the domestic market and accelerate efforts in product structure adjustment, intelligent ecological construction, channel model reform and so on.

Apple's shipment increased slightly year-on-year, but the shipment increased by more than 20%, mainly due to the pulling effect of its high price on the average price of the overall brand after the listing of iPhone x, which stabilized Apple's position in the super high-end market. The potential energy of iPhone X in the first quarter continued. The iPhone 6 (32g version) in the middle price segment also contributed to the shipping scale of the overall brand through reasonable channel layout and highly competitive price advantages.

In the Second Quarter, China's Smartphone Market Will Pick Up 1

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