Huawei's shipments in the third quarter fell for the first time in 6 years, and other brands took advantage of the virtual reality
Mobile phone market tremor OV Xiaomi still needs to work hard
"For the vast majority of domestic mobile phones, the models that sell well are still between 1,000 yuan and 2,500 yuan."
On the first day that Huawei adjusted its mid-to-low-end mobile phone business, experienced mobile phone industry insiders sighed.
JD.com's "Double 11" data also shows that mid-to-low-end mobile phones occupy most of the mobile phone sales rankings.
In fact, the global smart phone market has ushered in a huge shock since the third quarter.
Huawei's shipments in the third quarter fell for the first time in six years, and Samsung and Xiaomi took advantage of the trend.
In this regard, senior expert Major General Ding said that there is not much time for domestic manufacturers such as Xiaomi and OV to seize the 5G market share. At the same time, there is an urgent need to increase the technology and product reserves of the high-end market to take on the high-end market that Huawei cannot undertake in the short term.
Wen Jing, All Media Reporter, Guangzhou Daily
"Double 11" data shows: 1,000 yuan ~ 2,500 yuan mid- and low-end devices are the mainstream sales
Every year "Double 11" is an important node for mobile phone manufacturers to compete, and sales reflect the current situation of the mobile phone industry.
According to JD’s “Double 11” data, in the cumulative sales of single products, in addition to the first iPhone 11, Redmi has six models on the list, realme is two, and iQOO is one.
Similar to the model of other sub-brands, realme and iQOO are backed by OV's strong supply chain, and they have grown rapidly in the 5G environment.
It is reported that realme announced at the end of last year that it would no longer launch 4G products in the domestic market.
This year, a new 5G machine with a value of less than 1,000 yuan was launched.
"For most of the domestic mobile phones, the models that sell well are still between 1,000 yuan and 2,500 yuan," a senior mobile phone person told reporters.
As last year's "top ranking", Honor did not announce results in this year's "Double 11".
The low-end market is also the home of the Internet + mobile phones of young people.
In the past two years, competition between Honor, Redmi, iQOO and Realme has been formed.
The first two are familiar to everyone, while the latter two are young sub-brands backed by vivo and OPPO.
Industry insiders pointed out that Huawei's business adjustments have brought a lot of room for development to Redmi, iQOO, and realme.
The reporter learned that online is the main channel for low-end mobile phones. With the gradual establishment of brand awareness, they are showing a trend of expanding offline.
"Starting this year, offline stores have been gradually established in second- and third-tier cities. In the past, they were all online."
The above-mentioned young brand related persons revealed to reporters that they also showed their ambition to fill the gap in the market.
IDC latest data: the global mobile phone market shipment ranking has changed, Samsung and Xiaomi are the winners
According to IDC's latest data, global smartphone shipments in the third quarter of 2020, global smartphone shipments in the third quarter were 353.6 million units, a year-on-year decrease of 1.3%.
Samsung and Huawei ranked first and second with 80.4 million and 51.9 million respectively.
Samsung increased by 2.9% year-on-year, and Huawei fell by 22% year-on-year. The latter's global market share was 14.7%.
Xiaomi returned to the third place in the world with 42% growth.
Vivo also had a 4.2% growth in the third quarter.
Including data from institutions such as IDC, Canalys, and Counterpoint, it shows that the impact of Huawei’s chip "disruption" has already begun. From the current perspective, Samsung and Xiaomi are the winners.
Xiaomi once again entered the world's top three, which has a lot to do with the domestic market and the Indian market.
Although Xiaomi emphasized that it is mainly due to the high growth of the European market.
However, the reporter noticed that in the domestic market in the third quarter, Xiaomi achieved an annual growth rate of 19%, and Huawei’s shipments fell for the first time since 2014.
In the Indian market, Xiaomi’s Q3 shipments reached 13.1 million units, an increase of 9%.
Canlays analyst Jia Mo said, “Huawei’s competitors will try to accelerate the filling of the channel vacancies they have left in the fourth quarter, and vie to take over Huawei’s advertising and retail resources. For Huawei’s competitors, this Rare opportunities are fleeting."
The supply chain reported earlier that OPPO plans to increase the number of orders for mobile phones, which is expected to reach 85 million to 100 million units, which is nearly doubled from the previous month.
It is reported that OPPO's move is to increase its expansion in the European market to fill Huawei's vacancy in this market.
Future Outlook: How can the outlook for "domestic products" continue?
Vendors should seize 5G market share as soon as possible
In recent years, the domestic mobile phone market has reached the "ceiling".
According to data from the Institute of Information and Communications Technology, the overall domestic mobile phone shipments in October this year fell by 27.3% year-on-year.
From January to October, domestic mobile phone shipments fell by 22.1% year-on-year.
The previously expected "replacement wave" brought about by 5G has not appeared, nor has it brought overall growth to the domestic market this year.
"High tariffs, insufficient 5G mobile phones, and lack of killer applications have made consumers lose the enthusiasm for 5G mobile phones," a senior mobile phone industry person said, "Except for 5G technology, no one has made much breakthroughs and innovations in hardware this year. "
Many people in the industry believed in interviews with reporters that for Xiaomi, OPPO and vivo, this period of opportunity to seize market share is also short.
"The blank period in the mobile phone market will not be too long," said Jiang Han, a senior researcher at Pangu think tank. For the current domestic brands, the most important thing is to increase independent research and development to enhance their own advantages and competitiveness.
The domestic camps such as Xiaomi and OV want further development.
Industry observer Major General Ding said that domestic manufacturers such as Xiaomi and OV should seize the 5G market share as soon as possible. After all, Huawei and others have shortcomings in the supply chain; on the other hand, strengthen the technology and product reserves of the high-end market to undertake what Huawei cannot accept in the short term. High-end market.
related news
Is the "marketing master" OPPO's technology conference a gimmick or a real breakthrough?
According to data from IDC and other data, OPPO shipped 11.8 million units in the first quarter of 2020, a year-on-year decrease of 15.8%, becoming OPPO’s worst performance in recent years.
Although it can be attributed to the epidemic as the main reason, looking back at the data of the past two years, since 2018, OPPO mobile phone shipments have continued to decline, and the impact has been less than before.
The new 5G machine Find X2 series launched earlier this year, the Pro version is priced at 6,999 yuan, which is comparable to the pricing of Samsung and Apple models.
According to market feedback, OPPO's pricing in the Find X2 series is too confident.
The reporter has visited the offline market for several days and learned that even on Saturdays and Sundays, compared to other brands, OPPO experience stores are sparsely populated, and high-end models are less popular.
The "headache" is that four months after the new machine was released, the official announced a direct drop of 1,000 yuan.
This makes the consumers who started at the original price sad.
"Frankly speaking, most of the domestic Android phones currently lack recognition at the price of 5,000 yuan. It is useless to squeeze to the high end, and they can't sell at all." Said an industry insider.
In addition to product pricing issues, the industry view believes that OPPO's weakness in recent years is likely to be excessive marketing.
Although OPPO has never officially disclosed how much its marketing expenses are, OPPO has long been a well-known "marketing master" in the industry from the celebrity endorsements that filled subway stations and major shopping malls to the "full screen" variety show title.
With the lack of product innovation and the mobile phone industry entering the sales ceiling, excessive marketing has caused damage to the brand.
At the technology conference held on the afternoon of the 17th, OPPO CEO Chen Mingyong proposed the "3+N+X" technology transition strategy and demonstrated three new products including the scroll screen concept phone.
In recent years, many domestic manufacturers have tested the water in the field of flexible screens, but they are all "short-lived". The mass-produced folding screen models are more expensive and must be used carefully, so they have become niche products.
So, can OPPO's concept product of one screen + scroll-type drawing design truly bring a breakthrough in flexible screen products?
To be verified by the market.