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China’s smartphone market in the first quarter: Huawei’s share reached a record high

Source: Silicon Valley Analysis Lion

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On April 30, according to the latest report from counterpoint research, a market research organization, China's smartphone sales fell 22% in the first quarter, an unprecedented decline. The outbreak of the New Crown epidemic forced apple, millet and other brands to close stores, and caused supply bottlenecks across the country.

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The report shows that Huawei is the only smartphone manufacturer that achieved sales growth in the first quarter, up 6% to 28.7 million units, surpassing the combined ranking of the second and third vivo and OPPO (a decline of 27%, in addition One fell by 30%), while Xiaomi's sales fell by 35%, the bottom of the top five brands.

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Counterpoint estimates that Apple ’s iPhone sales fell by about 1% after tracking sales and circulation; the data is closer to actual consumer purchases than shipments or production.

Huawei's China market share hits record high

In terms of market share, Huawei (including Glory) mobile phones have reached a new high in China ’s market share, rising to nearly 40% (actually 39%), an increase of 10% from the same period last year (a 2% increase from the fourth quarter of last year) ), While the corresponding market shares of vivo and OPPO are 18% and 17% respectively, both of which have decreased by 2% compared with the same period last year.

Apple and Xiaomi ranked fourth and fifth, respectively, one market share is 10%, and the other is 9%, and from the current Chinese market structure, Huawei + vivo + OPPO + Apple + Xiaomi, the five major manufacturers account for 93%, the monopoly position is further strengthened, which makes it difficult for manufacturers like Meizu and Samsung to counterattack again.

Counterpoint analyst Ethan Qi commented on the competitive landscape of smartphone manufacturers during the epidemic: Apple and Huawei Group both managed to increase their market share. Huawei ’s smartphone sales increased by 6% year-on-year, and iPhone sales fell by only 1%, which clearly exceeded The overall market in the first quarter of 2020.

iPhone 11 firmly holds the top spot in the list of best-selling models

Counterpoint's report also sent out hot models, such as the iPhone 11 which was the best-selling smartphone model in the first quarter, and has been on the list of China's best-selling models for seven consecutive months. Despite the closure of Apple stores across China in February, consumers can still buy iPhones online. And Huawei covers entry-level to high-end market segments. This quarter, Huawei Mate 30 5G, Mate30 Pro5G, Huawei Nova6 5G and HONOR 9X are the best-selling models.

The popularity of the iPhone 11 is related to its relative price (it was a thousand yuan cheaper than the iPhone XR at the beginning of the release), as well as subsequent price cuts. In order to stimulate the market, the online channels of Apple products began to cut prices sharply. Compared with the price of Apple's official website, the iPhone 11 series on platforms such as Jingdong, Taobao, and Suning have different price reduction measures, and the highest degree of discount has reached 1600 yuan.

5G mobile phones are about to erupt in the Chinese market

Counterpoint analysts pointed out that within 6 months after the commercialization of 5G in China, the penetration rate of 5G smartphone sales exceeded 15% in the first quarter of 2020. The sales volume of 5G smartphones increased by nearly 120% month-on-month. Huawei contributed more than half of the total sales of 5G mobile phones in the first quarter, followed by vivo, OPPO and Xiaomi.

In the first quarter of 2020, multiple vendors launched 5G mobile phones with prices below $ 400, such as Vivo Z6 5G, Xiaomi K30 5G, realme X50 5G and ZTE AXON 11 5G. It is expected that by the end of 2020, 5G smartphones will account for more than 40% of China's total smartphone sales.

Prior to this, another report from Strategy Analytics, a market research organization, showed that the global 5G smartphone shipments surged to 24.1 million units in the first quarter of 2020, and the demand in the Chinese market was higher than expected. In the ranking of 5G mobile phone shipments in the first quarter of this year, Samsung, Huawei (including Glory) and vivo ranked in the top three, corresponding to market shipments of 8.3 million units, 8 million units and 2.9 million units respectively, specific to global 5G mobile phones In terms of market share, Samsung is still the first, accounting for 34.4%, while the domestic four major manufacturers Huawei (including Honor), vivo, Xiaomi and OPPO account for 33.2%, 12%, 10.4% and 5%, respectively. .

At present, industry analysts generally believe that as China's economic activity continues to increase, it is expected that 5G shipments in this market will continue to grow substantially by 2020.


Post time: May-15-2020