A new research report shows that in the first quarter of this year, China's smart phone market suffered the most serious decline in history, with shipments falling by 8% year-on-year, but Apple still achieved a 32% increase in China, which must be directly attributed On the "strong performance of the iPhone X."
On April 26th, Counterpoint Research, a market research agency, released the China Smartphone Market Tracking Report for the first quarter of 2018. According to the report, as the world's largest smartphone market, China's smart phone shipments began to slow down, down 8% year-on-year to less than 100 million units. This is the first time since the first quarter of 2013 that such shipments have been so low. , Chinese consumer smartphone replacement cycle extended.
However, the decline in China's smartphone shipments has not affected all handset makers. The top five brands Huawei, OPPO, vivo Apple and Xiaomi had only a year-on-year decline in vivo, while Apple was the most eye-catching, rising by 32% in the Chinese market which began to shrink. The report said that this is mainly due to Apple iPhone X as its selling point with its more modern "borderless" design. On the contrary, the low-end and mid-priced handsets in China are under severe competitive pressure.
According to the report, Xiaomi experienced a substantial growth in shipments (up to 51%), mainly because Xiaomi laid out a “new retail” and began to expand wildly under the online market. The promotional activities provided are quite aggressive and Xiaomi’s focus is on the budget. Limited consumers. However, although Xiaomi has invested heavily in promoting low-end equipment, Apple’s market share in China is still ahead of Xiaomi. Apple’s share was 14.3%, while millet was 13.1%.
Counterpoint Research pointed out that Apple does not need to "sell" the iPhone X, and its analyst James Yan said, "Although in addition to the operator channel, iPhone X's promotional activities are not aggressive, but the demand for this model in the market Still healthy."
Apple's "fresh" design of iPhone X was initially criticized and ridiculed by different commentators in the country. In particular, the "groove" design of the forehead is dubbed "Liu Hai", which is very derogatory. However, it is interesting that China's major mobile phone manufacturers have followed suit and copied them, basically making Apple's iPhone X an original, and then promoting their own "bangs" to be more innovative.
Another analyst, Meng Meng Zhang, said: “The key highlight of this quarter is the launch of a large number of Liu Haiping’s devices. By the end of the first quarter of 2018, four out of the top five smart phone manufacturers in the Chinese market had already been launched with bangs. Screen device."
For a long time, Apple’s iPhone sales performance in China has been a concern, especially after the signs of weakness in the past two years. Because almost no overseas mobile phone brands have made any positive progress in China these years, because local mobile phone manufacturers are deeply ingrained and understand the needs of the domestic market. However, Apple's performance is quite impressive, and in addition to the iPhone, a large number of domestic consumers are also very happy to buy the iPad, again to promote this product growth.
Tarun Pathak, deputy director of Counterpoint Research, said, “Apple’s user base in China is still huge. Most of them haven’t been replaced in the past two years. However, since the first quarter of 2015, Apple’s first quarter of this year has regained its year-on-year growth. It shows that the older generation of iPhone users is changing, which sets the tone for Apple's full-year outlook. In addition, as Apple enters the seasonal cycle, promotions in the next few quarters will further promote upgrading.”
In fact, just a few days ago, UBS analyst Steven Milunovich stated in a report to investors that Apple is “very saturated” in the Chinese market and expects that iPhone sales in China may remain flat, and that long-term growth may be possible. Relatively small. Obviously, Counterpoint Research’s new report has been relentless.
According to a report from Counterpoint Research, China’s smart phone market leader is Huawei. In the first quarter of 2018, shipments accounted for 21.6% of market share, a 2% increase compared to last year’s share. OPPO ranked second with a 17.6% share. There was almost no Zhang. The third-highest market share in vivo has dropped from 17% to 15.5%. Apple's market share increased from 10% last year to 14.3%. Ranked second is Xiaomi, whose market share soared from 8% to 13.1%.