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IDC: Inventory of the Domestic Smartphone Market in 2018

via:CnBeta     time:2019/2/11 13:31:45     readed:72

The domestic market of millet declined considerably in this quarter due to product line and channel inventory adjustment and internal organization reorganization.

Due to the downward trend of macroeconomic growth, the prolonged switching cycle of consumers and the shunting of fragmented smart terminals, the overall domestic smart phone market shipment declined by more than 10% year on year in 2018. The top five manufacturers are as follows:

  • HUAWEIThrough its long-term technological accumulation and innovation, and in-depth collaboration with upstream partners, it has gradually formed a unique technical barrier based on typical application scenarios such as photography, imaging, games, business and office. By combining the corresponding technology with different product line models, Huawei's P, Glory, Mate and other series can not only occupy the market heat during the hot selling period, but also ensure that the product has a stable "stamina" in the whole life cycle through the word-of-mouth communication of users, so that the brand image and potential can continue to improve. Therefore, for the high-speed penetration of the 4-6 market, in 2018, the market share and the same growth rate ranked first among the top five manufacturers is also successful.

  • OPPO2018 is a year of accelerated brand image promotion. While maintaining the pursuit of "beauty" of products, through the integration of many new technology elements into R, Find series of high-end products, gradually the focus of their own brand continues to accelerate towards the direction of technological innovation. In the mainstream price segment, series A and K steadily create "explosive money", which ensures that OPPO's overall market share will rise steadily in 2018.

  • VivoAlso in 2018 ushered in a year when the technological power of products broke out. After the release of NEX, the industry's first "true full screen" model in June, while welcoming widespread market acceptance, it also led to the continuous improvement of the consumer attractiveness of the entire series of vivo models; through the release of Z series of exclusive products online, it also opened up another market with deep potential for vivo. In 2018, both vivo and Huawei were among the top five companies that grew more than double-digit year-on-year.

  • millet2018 is the year of brand adjustment. In the first half of the year, driven by the large-scale shipments of red rice series and millet 8 series, millet has continued its growth trend since 2017, but the brand image and user groups are also facing a certain degree of solidification, and the product line layout and long-term profit model need to be adjusted urgently. In the second half of the year, the millet market entered the adjustment stage, and the shipment volume declined year on year, but it also maintained the steady increase of the average unit price and the amount of shipment. After the global shipment of 100 million units was completed in October, it entered the reorganization period of organizational structure and product line. In the future, the rational layout of high-end product lines, the promotion of brand image based on scientific and technological strength of products, and more detailed offline channel operation will be the focus of millet.

  • AppleSince 2016, it has experienced the third consecutive year of year-on-year decline in shipments. 2017IPhoneX, product innovation and pulling power are abundant, but the Jump-up of average unit price has also lengthened users'psychological expectation switching cycle. In addition to conventional performance upgrades and minor changes in appearance, 2018's new products have no greater innovation to support users to continue to change at their substantially increased prices. At the same time, the severe domestic macro environment, the impact of domestic brand innovation products, consumers increasingly harsh vision, are also the reasons for Apple's continued decline in the domestic market.

IDC China Senior Analyst Wang Xi"For the coming year of 2019, the overall environment of the domestic smartphone market is still not optimistic. However, by taking stock of the gains and losses of the industry in 2018, manufacturers can cope with the challenges of the new year from three aspects: technology accumulation, product operation and user maintenance, and explore new opportunities from them.

Technology accumulation

2018 has been regarded as the first year of 5G, and domestic 5G related fields are indeed in the leading position in the world. However, it should be clearly seen that by the end of 2019, 5G mobile phones will still remain in a very small commercial trial stage, and there is still a long way to go before they are widely used. Therefore, facing the 5G era, the accumulation and paving of technology, the establishment of software and hardware ecology, and the prediction and creation of new scenarios deserve more attention and investment than the mere shipment scale.

Product operation

For the product line operation in 2019, IDC believes that the flagship product series should be the result of the addition of the top technology of each manufacturer, and it should be the medium to show brand strength, enhance brand value and consolidate fan loyalty with utmost intransigence. The mainstream price segment products shouldering the task of "walking volume" can also try to decentralize some flagship technology as a test field for new technology accumulation and mass production testing, while forming differentiated selling points, besides publicizing the cost-performance ratio to satisfy consumers.

User maintenance

In the saturated domestic smartphone market, the competition of the stock users will become a more important issue in 2019. Manufacturers should try to make a deep portrait and analysis of their stock users based on age, gender, city level, hobbies, brand circulation and other sub-dimensions, so as to promote the precise deployment and utilization of limited products and marketing resources and achieve more effective results. Produce.

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