In 2021, Apple’s share of the global high-end mobile phone market with more than $500 increased the most in Q2 From GfK

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Everyone wants to bite the cake of Huawei’s high-end mobile phone market, and apple is eating it. In the early morning of September 15, Beijing time, Apple released new iphone13 series mobile phones and other functional hardware products at its autumn press conference. The lowest price of Apple 13 is only 5700 yuan, which is regarded as a new action for apple to further obtain more users.

In the mobile phone industry, mobile phones with more than 5000 yuan are regarded as high-end mobile phones. Apple is a leader in the global high-end mobile phone market. In the first half of this year, apple achieved a revenue of $282.457 billion, a year-on-year increase of 34.7%, breaking the best record in history, and its net profit increased by 65.7% year-on-year to $74.1 billion. The main driving force behind this is the iPhone, which accounts for half of its revenue. Among them, Greater China contributed the most to Apple’s growth, and its revenue increased by 66% year-on-year, much higher than the level of about 24% – 37% in other regions.

Let’s take a look at a set of data from GfK, a third-party research institution. Among the high-end markets with more than $500 in the world, Apple’s share of the market increased the most, from 46% in the third quarter of last year to 54.8% in the second quarter of this year. Samsung, another mobile phone manufacturer with a high-end image, has not changed, accounting for about 20%. In China’s high-end market, Apple’s market share rose faster, from 24.7% in the third quarter of last year to 40.6% in the second quarter of this year.

Apple is eating more and more of China’s high-end mobile phone market. In other words, according to the data, apple almost alone occupied this year’s high-end mobile phone market in China. A large part of this market originally came from Huawei.

In the second quarter before the US ban came into effect on September 15 last year, Huawei accounted for 47% of the market share in China’s high-end market, nearly 20 points higher than the runner up apple; Huawei also has a 20% share in the global high-end market, second only to apple.

However, after losing Kirin chips and third-party 5g chips, Huawei’s mobile phones are declining and difficult to find in the market. Huawei’s global market share of mobile phones has fallen from 14% to less than 4% today and is classified as “other”.

At the beginning of this year, Chinese mobile phone manufacturers, including oppo, vivo, Xiaomi and glory, have begun to speed up the layout of the high-end mobile phone market, hoping to catch the space vacated by Huawei, but judging from the current situation, almost all this space has been eaten by apple.

An unnamed senior executive of a domestic mobile phone giant analyzed to Caijing that the high-end market is Mount Everest in the mobile phone industry. The process of climbing the top is long and requires great patience. China’s mainstream mobile phone players have indeed laid out in the high-end market for many years, but under the background of the shrinkage of the overall market, this process will obviously be longer.

Apples eat meat and the rest drink soup

After Huawei mate and P series high-end mobile phones began to be out of stock, Apple’s iphone12 series launched in the same period created Apple’s best performance since iphone6 series: sales exceeded 100 million within seven months after release, two months faster than iphone11 series.

A person in charge of the southwest region of a mobile phone company told Caijing that, especially before the release of iphone13, the discount range of iphone12 Series in the wholesale price of national package and provincial package was about 1000-1500 yuan, and more sales were eaten in the way of price for quantity.

What Huawei wants most in the market is actually Chinese mobile phone manufacturers. Since the second half of last year, major mobile phone manufacturers have accelerated the high-end strategic layout.

From the 11 series of Xiaomi, the folding screen and off screen camera of mix series, to oppo find X3, which focuses on color images, to the cooperation between vivo X series and Zeiss and the return of glory magic series, all manufacturers have come up with their own skills.

A mobile phone manufacturer who asked not to be named recalled that at that time, everyone was looking at the sales statistics of Huawei’s high-end mobile phones every month and predicting how much share they could eat.

However, objectively speaking, the layout of China’s mainstream mobile phone Legion in the high-end mobile phone market is not entirely due to Huawei. Today, it has become an inevitable choice for all mobile phone manufacturers to make every effort to develop the high-end market. The industry growth has been weak, and the market pattern is relatively stable. Only by breaking through the ceiling can we obtain greater development space. Moreover, China’s mainstream mobile phone brands also have this chassis capability.

The reason why Apple can become the only user is related to its popular high-end positioning. It is the only high-end mobile phone company in the industry, especially in the ultra-high-end price segment of more than 8000 yuan, there are few competitors.

“At present, Samsung and Huawei have no killer mace to convince consumers when Apple uses the high potential energy of the brand to constantly explore the price.” a technology industry strategy consulting expert told Caijing that due to the low cooperation efficiency between Samsung’s ecosystem software system and Google, Google’s traction and empowerment of the Android camp have not broken through in recent years, As a result, Samsung’s software innovation ability, which has long been attached to Google, is poor, gradually widening the gap with Apple’s user experience.

Other mobile phone brands have not achieved nothing. They have still achieved considerable growth in medium and low-end prices. From the third quarter of last year to the second quarter of this year, the market share of oppo and vivo in the global mid-range market of $250-500 increased from about 10% to 16.6% and 14% respectively, and Xiaomi also increased from 7.6% to nearly 14%.

In the global low-end market below $250, Xiaomi is the only domestic mobile phone manufacturer that has significantly won more market share, increasing from 16% to 21%. It can be seen that Xiaomi’s main growth point is in the middle range, and the high-end and low-end also have a certain momentum, so that Xiaomi can catch up with apple in the second quarter of this year and become the second mobile phone brand in the world.

A number of mobile phone dealers in low-line cities confirmed these data to Caijing. The main selling price segments of oppo, vivo and Xiaomi are still between 2000 yuan and 3000 yuan. A Xiaomi dealer said that the red rice K40 sold from 1999 yuan had been a best-selling model in his store for a long time. As for the folding screen mobile phone, he didn’t even purchase the prototype and “couldn’t sell”.

But more sales do not mean more profits. According to GfK data, the profit return rate of models within 1000 yuan has decreased by 23%, that of models between 1000 and 1500 yuan has decreased by 31%, and that of models between 2000 and 3000 has decreased by 11%.

In contrast, the considerable revenue of high-end mobile phones: in the past year, the gross profit margin of Apple hardware products has increased from 29.7% to 36%. In the second quarter of this year, apple won 40% of its revenue with only 15% of the global market share and the third place ranking – which also shows that under the pressure of profit, breaking through the high-end is no longer an option, but a must.

Executives of the aforementioned mobile phone companies told Caijing that at present, a major problem is that domestic mobile phone brands have their own brand “negative assets”. For example, the user portraits of oppo and vivo are young women workers, the users of Xiaomi are mostly low-income men, and glory is Huawei’s low-end brand. This stereotype is difficult to break through in a short time.

The above strategic consulting experts also believe that oppo and vivo have not solved the brand bearing problem of high-end machines, and the strategic swing in the past few years has required the two companies to accumulate again. Xiaomi’s breakthrough in high-end is restricted by brand strength and software user experience, and the low gross profit strategy makes it more difficult to be a brand. The high-end image of glory has just started through magic series, and the independent brand identification and emotional adhesion are relatively weak. It still takes time to turn the independent identity into kinetic energy.

It is worth noting that Huawei’s cake has not been fully divided. “At least 30% – 35% of consumers are watching with money,” said the southwest regional head of the above mobile phone company. For the depression of China’s mobile phone market in the second quarter of this year, a common view in the industry is that after Huawei’s absence, there is no suitable new aircraft to fill the vacancy, and the demand for replacement needs to be stimulated.

How long can you enjoy the cake alone?

For this reason, the iPhone 13 series released this time has attracted more attention.

People look forward to whether the “Thirteen incense” can stimulate the smartphone market with poor recent situation. Due to the limited production capacity of mobile phones caused by the global chip shortage and the lack of a bright enough “machine emperor”, the already saturated Chinese mobile phone market is even more depressed. According to counter point, a third-party research institute, in the second quarter of this year, China’s smartphone sales fell 13% month on month and 6% year-on-year to 75 million. This is the lowest quarterly data since 2012.

But the key question is, can the iPhone 13 continue its previous success and support Apple’s dominance in the high-end market?

Pacific Securities predicts that the shipment volume of iphone13 series will reach 100 million, with a year-on-year increase of 20% – 25%. The release of the new machine is expected to drive the annual sales volume of iPhone to 200 million. In the case of general lack of core and limited production capacity of other mobile phone manufacturers, apple with sufficient supply has one more advantage.

A supply chain person in the field of Apple optics told Caijing that Apple has strong control over the supply chain and gives priority to the supply of production capacity to Apple; On the other hand, the A15 chip of iphone13 series adopts the 5nm process, which belongs to advanced technology, and the supply and demand are relatively balanced.

A few years ago, due to rising labor costs in China and Sino US trade frictions, apple tried to support a new supply chain system in India, Vietnam and other places. However, the repeated global epidemic since last year has made China one of the few countries that can continue normal production.

In the recent list of the top 200 suppliers released by apple in 2020, the number of Chinese mainland manufacturers is the largest, which means that Apple has renewed its attention to the supply chain system of China and supplies are guaranteed.

In addition, the high viscosity of Apple users also makes it difficult for other mobile phone manufacturers to erode their share in the short term. According to the report released by China mobile terminal laboratory in April, Apple’s replacement cycle is as long as 27.1 months, ranking first among all mobile phone brands. According to the data of a large number of engines, Apple’s brand replacement retention rate is nearly 70%, much higher than that of other brands. In other words, even if users change phones, they will probably continue to buy Apple phones.

It can be seen that Apple’s dominant position in the high-end mobile phone market is still difficult to shake for a time. The above strategic consulting experts said that if they are not severely punished by European and American antitrust laws, this position will not be shaken in the visible three years.

“Who can attract apple and Huawei users in the Chinese market can make high-end products.” the aforementioned mobile phone giant executives told Caijing that high-end products do not lie in high pricing or large marketing investment. There are two final nodes: first, consumers’ recognition of brand stories, and second, products promote word-of-mouth communication and user fission.

From these two points of view, today’s apple and former competitor Huawei have unique brand stories and excellent fist products. These are precisely the lessons that latecomers need to complete.

According to the reporter of Caijing, the high-end users of most domestic mobile phone brands mainly come from their own brands, few grab the share of Huawei, and few grab food from apple.

The above-mentioned strategic consulting experts lamented that the best time point for the profit of mobile devices has passed, and the average replacement cycle has been extended to 25 months. Many models have hardware losses and can only rely on software for profit. At this time, high-end brands have become a dilemma. If not high-end, the profit margin is limited, and the development ceiling of the company is at the top; But it is difficult to be high-end.

“The market is in a period of great contraction. How can the brand power climb at this time? This is a challenge faced by all domestic mobile phone brands,” he said.

The high-end market has always been a game for very few players. Sun Qi, deputy general manager of BCI communication research, a market research institution, told Caijing that there are no more than three brands that can participate in the market of more than 4000 yuan and sell well in history. When oppo vice president Liu Bo released the find Series in March this year, he also said that the high-end market above $600 is basically divided into three brands, and oppo’s goal is to enter the top three.

The pattern is basically clear, Apple has a place, and Samsung also maintains its position in the global market. In other words, oppo, vivo, Xiaomi and glory, the four domestic mobile phone manufacturers, need to compete for the last one or two seats.

It can be predicted that the release of iphone13 series will still have no rival in the global high-end mobile phone market in the short term. But this does not mean that apple can rest easy. Challengers are flocking. Even if it can’t surpass apple, it will make the competition for the high-end market more variable.

More reading: Counterpoint: in July 2017, Huawei’s mobile phone shipments surpassed apple to become the world’s second-largest manufacturer questmobile: in the first half of 2020, the proportion of Apple’s mobile phones decreased to 21.6%. Counterpoint: in September 2015, apple ranked first in China’s smartphone sales, accounting for 19%. IDC: in Q3 2018, the global smartphone shipments were 355.2 million, down 6% year-on-year. Counterpoint: Huawei in China’s high-end mobile phone market It has surpassed Apple IDC: in Q1 2019, Huawei’s global smartphone shipment was 59.1 million, with a year-on-year increase of 50.3%. Counterpoint: in 2021, 618 Apple iPhone sales in China increased by 16%. The constant appearance and outdated configuration of iPhone make Chinese people no longer infatuated with the next generation, and only 10% are interested in recycling treasure: Huawei mate40 PRO + beat iPhone 12 pro to win GfK: Q in 2010 3. The total sales of smart phones in Asia exceeded 4.7 million, with a year-on-year increase of 270%. GfK: iPhone user loyalty was twice that of Android. GfK: the share of iPhone in Russia fell to 5.2% in April 2015. GfK group: the survey showed that 20% of IOS users were more loyal to mobile phones than bank counterpoint: Q3 iPhone accounted for 79% of high-end mobile phones in 2018. Sunrise big data: high-end mobile phones were shipped worldwide in October 2017 Quantity ranking

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