Under the negative growth market, Chinas smart phone industry begins to eat big fish.

category:Internet
 Under the negative growth market, Chinas smart phone industry begins to eat big fish.


[Chinas smart phone industry continues to grow negatively, with Q1 shipments only 87 million 370 thousand, down 26.1% The launch of the spring flagship mobile phone press conference did not bring more good news to the industry. On the contrary, the first season report card of the smartphone in 2018 will be announced as April is over. First of all, the trend of low volume shipments has not been alleviated. Chinas mobile phone market analysis report released by China information and Communications Research Institute in March 2018 shows that Chinas smartphone industry continues to grow negative, with only 87 million 370 thousand Q1 mobile phones shipped, down 26.1% from the same year, with domestic mobile phone shipments falling by 27.8%. In addition to the problem of weakening demand for smart phones, there are two or three short lines of brand management exposed in the market. For example, the Jinli decline of the capital chain is nearly 30%, and the Meizus shipments have slipped faster in the first quarter after three consecutive years of downsizing. On the other hand, the competition of mobile phone head enterprises will aggravate, which will make more others mobile phones become more difficult to survive. As one of the big factories to harvest small and medium-sized brands, Wu Qiang, vice president of OPPO, told the author that under the current T structure, the competition among head enterprises is more intense. In his view, first of all, he can not make mistakes. If he makes mistakes, he will soon be eaten by other competitors. You can wait until your competitors make mistakes to get market share. The siege of the head enterprises has made more and more small and medium-sized brands face the pressure of declining share. From the data rankings provided by the analysis agency, we can see that the Chinese market has a distinct polarization in the first quarter, and the top six manufacturers are all shipments in the first quarter of 10 million, starting with the seventh Meizu, but the shipments of Jinli, Samsung and chili are all million. This also means that the mobile phone manufacturers who rank outside ten have less than one million shipments in the first quarter, with an average sales volume of less than 400 thousand per month. For small and medium-sized brands, the severe winter market is an indisputable fact. But in the face of severe winter and keeping the Bureau, small and medium-sized brands need to understand a real market environment. For the first quarter shipments decline, the outside world has a misunderstanding, that is, the amount of channel purchase as the terminal market demand. In fact, in the mobile industry chain, there is also a data called SellOut, or SellThrough, that is, the sales of the channel merchants and network stores to the end users, which can truly reflect the market demand of the end users. According to the sales data published by the Global Research Institute GFK, the monthly data of each month began to enter the negative since November 2017, from 0 in November to -7% in December, to -9% in January 2018 and -4% in February. As a matter of fact, the data of terminal sales are improving. A very important reason is that the channel operators are beginning to digest their inventory. Small and medium brands at this time in time to clear up the inventory crisis better than to catch up with the hot issue of new machines for the survival of enterprises is more effective. On the other hand, from the financial data of mobile phone supply chain, the decline of mobile phone shipments in the first quarter did not make supply chain manufacturers too passive. Thanks to the increase in the shipment of components, sales of Ou Feiguang and Qiu Ti technologies are also rising. This undoubtedly reveals another trend, that is, the growth of overseas sales volume has become a new driving force for the growth of domestic mobile phones and has benefited the upstream. Careful observation of domestic manufacturers in the top five companies for overseas market position, we can see the outbreak of overseas market opportunities. For example, Zhao Ming, the glory president, said at the 10 press conference that the glory of overseas growth was 100% growth at the end of last year. This number is difficult to do in China. He hopes to accelerate the overseas layout and achieve 200% to 300% growth in some countries, and consolidate the local brands with appropriate methods. And in 2018, the plan of millet in the hope that shipments could account for more than 50%. Last year, the sales volume of Xiaomi has reached 42 million. The harder it is, the better way to stay at home. But risk taking overseas is a way to survive for small and medium-sized brands. Source: first financial responsibility editor: Bai Xin _NT4464 On the other hand, from the financial data of mobile phone supply chain, the decline of mobile phone shipments in the first quarter did not make supply chain manufacturers too passive. Thanks to the increase in the shipment of components, sales of Ou Feiguang and Qiu Ti technologies are also rising. This undoubtedly reveals another trend, that is, the growth of overseas sales volume has become a new driving force for the growth of domestic mobile phones and has benefited the upstream. Careful observation of domestic manufacturers in the top five companies for overseas market position, we can see the outbreak of overseas market opportunities. For example, Zhao Ming, the glory president, said at the 10 press conference that the glory of overseas growth was 100% growth at the end of last year. This number is difficult to do in China. He hopes to accelerate the overseas layout and achieve 200% to 300% growth in some countries, and consolidate the local brands with appropriate methods. And in 2018, the plan of millet in the hope that shipments could account for more than 50%. Last year, the sales volume of Xiaomi has reached 42 million. The harder it is, the better way to stay at home. But risk taking overseas is a way to survive for small and medium-sized brands.