Chinas smart phone shipments Q1 fell 16% last year, HUAWEI Ov millet still top four

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 Chinas smart phone shipments Q1 fell 16% last year, HUAWEI Ov millet still top four


IDC forecast that the second quarter of 2018, the Chinese smartphone market will be warmer. Under the pull of the new products of the major brand flagship, the demand for users will be released to a certain extent, and the market capacity will be on the rise. However, with the extension of the replacement cycle and the lack of technological innovation in the industry, the demand for the change in the turnover of consumers will be reduced, and the volume of Chinese smartphone shipments will be lower than the overall level of last year in 2018. Specifically, in the first quarter of 2018, Chinas smartphone market showed the following characteristics: * from the scale of shipments, the domestic smart phone market in the first quarter was significantly lower than the 16% quarter, which continued to decline in the fourth quarter of 2017. The main reason for the decline in shipments is that the manufacturers focused on the digestion of old stocks in 1 and February, prepared for the new machine to go on the market, and lowered the market expectations according to the actual sales situation in 2017. In addition, the new products in the first quarter were released in the mid and late March, and manufacturers consciously controlled the shipping rhythm to cope with market changes. * from the perspective of channel changes, new retail models are emerging and traditional business models are being leveraged. From the independent business platform and the offline retail store, to the online and offline integrated stores, and to the hardware, new retail and Internet three open ecological stores, the new retail model, while attracting a large number of passenger flow, can enable users to find the appropriate use scene in the experience of the experience of the product, and improve Purchase intention and rate of purchase. * from the point of view of consumer demand, the cycle of the mobile phone is further extended, the quality of the products and the lack of functional innovation have reduced the demand for the change of the consumer terminal. At present, the products on the market are still facing the problem of homogenization, and lack of core technology and guidance to drive large-scale switching. First line brand consolidates its own advantages, accurately grasps the market pace, and opens the harvest war. * HUAWEI is the first in the domestic market, and continues to maintain its leading advantage, with a comprehensive screen, photo, glass fuselage, etc. as a selling point, a number of new products focusing on the core functions of the focused mobile phone are introduced to the middle and end prices. The product line of HUAWEI group is well positioned and has a perfect layout for the high, middle and low end product lines, forming a brand manufacturer that is fully driven by Mate, Nova, glory and free play. In addition, the HUAWEI Smart Life Pavilion in the first quarter of the ground, also show its accelerated layout of the intelligent ecology, through the realization of the interconnection of different brands of intelligent ecology to improve their compatibility and attract more customer groups. *OPPO and vivo continued to maintain the second, third position, ending the rapid expansion and high input mode of early stage, stabilizing pace and returning to rationalization development. Both manufacturers in March launched a comprehensive screen, AI and other functions of the new products, of which, OPPOR15s new color matching, smart beauty and vivoX21 screen fingerprint unlocking, Jovi intelligent assistant, and other users are widely recognized, the new point rate is very high. OPPO and vivo achieve the steady improvement of new product prices and shipments through the deep integration of intelligent technology. * in the first quarter, Xiaomi maintained a high growth rate and opened up new channels to stimulate new growth momentum. Through the optimization of marketing channels, using the advantages of multiple channels under the line, the new retail model will be combined to improve the brand awareness, penetrate more target users, and further enhance the brand share. At the same time, with the help of the brand new Mix series, the product end promotes product positioning, closely related to the concept of technology, innovation, high performance price ratio, and so on, increasing user stickiness. Recently, the news of Millets upcoming IPO has also attracted widespread attention. IDC believes that after the listing of millet, it will have a further impact on the smart phone market. On the one hand, it will accelerate the pace of the sea, strengthen its advantages in the Southeast Asian market and explore more emerging markets; on the other hand, it will also invest more resources in the domestic market, and accelerate the force in the adjustment of product structure, the construction of intelligent ecology, and the change of channel pattern. * the number of Apple shipments increased slightly over the same period, but the amount of shipment increased by more than 20%, mainly due to the effect of the high price on the overall brand average after the iPhoneX listing, stabilizing the position of apple in the ultra high end market. The first quarter iPhoneX potential can continue, the middle end price segment iPhone6 (32G version) through reasonable channel layout and competitive price advantage, also for the overall brand size of the ship to contribute. Future products should be more suitable for consumer demand, combined with intelligent ecological extension application scenarios, to achieve coordinated upgrading of hardware and software. Looking forward to the future, Jingxi, a senior analyst at IDC China, believes that the mobile phone products should be more appropriate to the consumer demand in the face of the fierce competition pattern of the manufacturers and the weak change of the users. At the same time, the intelligent experience of the appearance and scene should be paid more attention to the upgrading of the technical service, and the core demands of the user to the product should be seized. Manufacturers should extend the application scenarios of the products with the guidance of user needs and intelligent ecology, focus on interactive experience, and realize the coordinated upgrading of software and hardware ecology. IDC expects that after the first quarter of the warm-up, the second quarter of the domestic brand will further exert strength, and the centralized delivery of flagship will stimulate user demand. The battle of the first line brand will be intensified, and the two or three line brand will face the challenge of survival. Source: NetEase science and technology report editor: Wang Fengzhi _NT2541 Future products should be more suitable for consumer demand, combined with intelligent ecological extension application scenarios, to achieve coordinated upgrading of hardware and software. Looking forward to the future, Jingxi, a senior analyst at IDC China, believes that the mobile phone products should be more appropriate to the consumer demand in the face of the fierce competition pattern of the manufacturers and the weak change of the users. At the same time, the intelligent experience of the appearance and scene should be paid more attention to the upgrading of the technical service, and the core demands of the user to the product should be seized. Manufacturers should extend the application scenarios of the products with the guidance of user needs and intelligent ecology, focus on interactive experience, and realize the coordinated upgrading of software and hardware ecology. IDC expects that after the first quarter of the warm-up, the second quarter of the domestic brand will further exert strength, and the centralized delivery of flagship will stimulate user demand. The battle of the first line brand will be intensified, and the two or three line brand will face the challenge of survival.