May 4, IDC released quarterly mobile phone tracking report shows that the first quarter of 2017, China's smart phone market shipments grew 0.8%, Huawei, OPPO, vivo and other domestic brands lead the Chinese smart phone market.
According to the report, the first quarter of Huawei's strong performance, shipments increased by about 25.5%; OPPO followed, shipments increased by about 19.5%; vivo shipments to achieve a slight increase year on year; Apple's share fell 26.7% Millet shares fell 7.5% year on year.
IDC predicts that the overall growth in China's smartphone shipments in 2017 will be lower than the 8.6% growth rate last year. The first half of the year will be flat and the market growth in the second half will rise.
Cyclical changes in the market led to the first quarter of China's smart phone market growth slowed. First of all, by the cyclical impact of the smart phone season, the first quarter of the market downturn, the Spring Festival holiday led to the mobile phone market channel shipping stagnation. Second, due to the fourth quarter of last year, manufacturers increased shipments, inventory is relatively high, so the first quarter of the manufacturers to the production capacity is obvious, the new machine to sell a corresponding reduction, the main digestion of existing models, in order to prepare for the spring and summer sale The
IDC said that despite the slowdown in market growth, but the consumer demand for the use of smart phones strong demand for product upgrades is still strong. In order to meet the demand, mobile phone manufacturers to maintain a rapid product iteration and upgrade, continue to increase marketing efforts. Which will lead to more intense market competition, mainly for the following two aspects:
First, the Chinese mobile phone manufacturers strive to break the pattern of high-end market. Although Apple has been leading the high-end market, but the first-line domestic mobile phone brand in the high-end market share grew rapidly, which OPPO, vivo growth rate is particularly significant. In the midrange, the glorious brand's market share achieved double-digit growth. IDC believes that in the user more pursuit of the upgrade experience of the consumer era, high-end smart phone demand will continue to rise. Chinese mobile phone manufacturers not only in this era to reach users to understand the high-end products, but also by delivering product value to enhance the brand experience and reduce user churn.
Second, the rapid expansion of the offline experience shop to become a battleground. In the past year, the first-line domestic mobile phone brand pay more attention to offline channel layout, planning brand experience shop construction, such as Huawei in the key cities of the core business district opened more than 1,000 brand experience shop; OPPO in a second-tier cities to sit Layout, to accelerate the establishment of brand flagship store; other Internet brands have also started to expand offline experience shop. IDC believes that as users pay more attention to the brand experience, mobile phone experience store should be more focused on how to narrow the distance between the brand and the user, to provide users with a variety of experience services.