Intelligent mobile phone

In Q1 of 2021, the total shipment volume of China’s mobile phone market reached 97.973 million units, doubling year on year From China Institute of information technology

The following is the In Q1 of 2021, the total shipment volume of China’s mobile phone market reached 97.973 million units, doubling year on year From China Institute of information technology recommended by And this article belongs to the classification: Intelligent mobile phone.

Two years ago, Huawei’s share in China’s smart phone market once exceeded 50%. However, after the chips were restricted, the “top five” pattern of the domestic mobile phone market was significantly loosened in the first quarter of this year. According to the latest statistics released by China Institute of information technology, the total domestic mobile phone market shipment volume in the first quarter was 97.973 million units, doubling year-on-year, with 122 new models on the market, up 48.8% year-on-year.

In addition to Huawei, most domestic mobile phone manufacturers have accelerated the release frequency of new phones, and increased the layout of the high-end market.

“Take the market above 4000 yuan as an example. In the first three quarters of 2020, Huawei and apple together accounted for more than 80% of the market share, and the former’s share exceeded 40%, leading apple. But from January to February this year, Huawei’s share of this price has fallen to about 20%. ” In an interview with China first finance and economics, IDC Wang Xi said that among other manufacturers, Apple has a share of more than 50%, and Xiaomi ranks third, with a share of nearly 10%.

In the full price range, vivo and oppo took turns to occupy the top position in the domestic smartphone market in the first quarter, and the Q1 transcripts of some emerging manufacturers such as realme even equaled last year. IDC believes that the potential changes in the market structure stimulate a new round of market competition and release more opportunities at the same time.

Mobile phone shipments doubled in the first quarter

According to the data of Xintong Institute, from January to March this year, the overall shipment volume of domestic mobile phone market increased by 100.1% year on year. Specifically, in a single month, the year-on-year growth rates of shipment volume in January, February and March were 92.8%, 240.9% and 65.9% respectively.

The number of new models is also in a relatively high growth trend. In the first quarter, 122 new models were launched, with a year-on-year growth of 48.8%, of which 5g mobile phones accounted for 52.5%. 5g mobile phones accounted for 71.3% of the total domestic mobile phone shipments in the first quarter, showing that 5g mobile phones are rapidly penetrating.

“In the past, the supply chain usually prepared goods for about seven or eight months (use), but this year we prepared the quantity one year in advance.” Xu Qi, President of realme China, said in an interview with reporters including China first finance and Economics on the 15th that it took three months this year to catch up with the sales accumulated in last 12 months, and the sales volume of zhenwo Q2 series has exceeded one million units.

This achievement is faster than Xu Qi expected.

“We are also adjusting the supply chain to advance the iteration of Q series products to twice.” Xu Qi told reporters that the competition in the mobile phone industry has indeed undergone some changes compared with last year. The seats of the leading manufacturers are alternating with each other, and the share is gradually approaching. However, there is no obvious trend of “one dominating”. This is also the stage of “Three Kingdoms dispute”, which is more friendly for emerging brands.

It can be seen that in addition to Huawei, domestic mobile phone manufacturers, including realme, are making every effort to adjust their supply chain and actively expand their product lines. Some second tier manufacturers are also launching attacks in their own price segments.

For example, Yijia, which originally focused on the high-end online market, is also investing heavily in offline channels, and expanding its product line to “reduce dimension” and impact the middle end market. The newly released one plus 9R starting price is set at 2999 yuan, which is much lower than the average price of the previous one plus mobile phone.

The axon 30ultra is also seen as a trial for ZTE in the mass market. Ni Fei, general manager of ZTE terminal, said ZTE’s R & D investment in 2020 was 14.8 billion yuan, accounting for 14.6% of its total revenue, some of which went to mobile phones. “The off screen camera technology is ready, but the manufacture and delivery of customized chips are delayed due to the shortage of chips.” Ni Fei said in a live broadcast.

Wang Xi told reporters that the fluctuation in the supply of popular flagship chips has obviously affected the manufacturers’ products and procurement plans. However, at present, there is no large-scale one machine shortage phenomenon, and the market space is still large.

IDC predicts that China’s mobile phone market will grow by about 6% this year, with an overall volume of 340-350 million units. “There is a vacancy in market demand, which leads to the release rhythm of many models ahead of time, making it seem that the number of new models may increase slightly throughout the year.” Wang Xi said.

Rotation of domestic smartphone “boss”

According to the monthly data in the first quarter, vivo and oppo have become frequent customers who have replaced Huawei in the list.

According to the latest data released by Research Institute counterpoint, in the 11th week of 2021, vivo ranked first in the domestic market with a weak advantage. Then in the 13th week, vivo’s market share in China increased to 24%, followed by oppo and Xiaomi with 21% and 15% respectively. However, the share of oppo was catching up later, and the shares of both sides showed a stalemate.

“Judging from the overall data in January and February, oppo’s market share in China has reached the first, vivo’s second, and Xiaomi’s third, surpassing Huawei’s and Apple’s fifth.” Yang Wang, an analyst at counterpoint, told China first finance and economics that from the perspective of the whole market, sales have not recovered to the level of the second half of 2019. Compared with the situation that Huawei alone will occupy nearly one-third of the market share in 2019, China’s data in January and February show a trend of competing with each other, among which the top five manufacturers each occupy 13-23% of the market share.

Yang Wang told reporters that the market share of oppo, vivo and Xiaomi has been steadily increasing in the past year, among which Xiaomi has the fastest growth rate. On the other hand, compared with the data before the epidemic, Huawei and glory have lost nearly 50% of the market share.

Recently, Zhao Ming, CEO of glory, has also been “shouting” to the outside world about the active stock preparation of friends, saying that there is no starvation in the mobile phone market, only death.

Zhao Ming said, “the more cautious you should be when you have the chance to win, and you should always judge where the real crisis and risk are. The next few months will be the most dangerous time for Youshang.”

Zhao Ming compares the present to “the darkest time before dawn”. The stock goods accumulated under the “Huawei era” are consuming less and less, and new supplies are beginning to climb. However, from the middle of the year, these problems will be gradually solved.

“In terms of global environment, oppo, vivo and Xiaomi are most likely to share Huawei’s market share. In the Chinese market, these three companies are also most likely to carve up Huawei’s high-end machine market. It can be seen from the Reno 5 and Mi 11 series released by oppo and Xiaomi that the two manufacturers have this intention. ” Yang Wang told reporters that the average price of the Chinese market has increased by about 17% in the past year, and the share of more than $600 has also increased, from 15% (in 2020) to 22% (in January and February 2021).

In the view of analysts, the mobile phone market giants in the high-end market war has begun.

More reading: China Institute of information and communication: in February 2020, the domestic mobile phone shipment volume was 6.384 million, a year-on-year decrease of 56%. Dixon: in September 2016, China’s mobile phone sales ranking: Huawei / vivo / oppo top three China Institute of information and communication: in January 2017, China’s mobile phone market shipment volume was 46.864 million Gartner: it is estimated that the global mobile phone overall shipment will be 1.5 billion in 2016. Xintong Institute: China’s mobile phone shipment will be 33.759 million in May 2020, a year-on-year decrease of 11.8%. Caict: China’s mobile phone shipment will be 24.526 million in February 2015, and 4G mobile phones will exceed 80%. Xintong Institute: China’s mobile phone market total shipment will be 35.969 million in October 2019 Year on year decrease of 6.7% China Institute of information technology: in 2019, China’s TFT-LCD mobile phone screens accounted for 64.3% China Institute of information technology: in 2018, the domestic mobile phone market shipment was 414 million, a year-on-year decrease of 15.6% China Institute of information technology: in February 2019, the total shipment of China’s mobile phone market was 14.511 million, a year-on-year decrease of 20% Q3 global mobile phone shipment report in 2020 Apple is overtaken by Xiaomi for the first time: general situation of China’s mobile phone market in February 2021: overall shipment of China’s mobile phone market in July 2019: 34.199 million units, a year-on-year decrease of 7.5%; China’s mobile phone shipment in June 2020: 28.63 million units caict: domestic mobile phone shipment in the first half of 2018: 196 million units, a year-on-year decrease of 12.4%

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