Author: High Jingyu
For many years, China's domestic mobile phones have been in the low-end market. In the model of cost-effectiveness, the biggest pain point for Chinese mobile phone manufacturers is the lack of innovation, so they can only survive by price. In 2018, domestic mobile phones sprang up and turned to a higher-end market with greater profit margins.
The mainstream domestic mobile phones based on Huawei, Xiaomi, OPPO and vivo have continued to rise in price of high-end products. The price of Huawei Mate 20 series is as high as 5,000 yuan. Even if it insists on price war, it will also break through its flagship machine. More than 3,500 yuan. Focusing on the low-end and mid-end product lines, the OPPO and vivo of the deep-growing offline market have also launched high-end flagship mobile phones of 5,000 yuan.
Then, after the domestic mobile phone collectively hits the high-end market, what changes will happen in the high-end market, and can it affect the dominance of Apple and Samsung in the high-end market? Recently, CounterPoint, a well-known research institution in the industry, released statistical reports and detailed data on the global high-end mobile phone market in 2018.
According to the research report, the sales of high-end flagship mobile phones selling for more than US$400 in 2018 surged by 18%, while the sales of thousands of yuan with prices above US$200 fell by 10%. The data shows that with the change of consumer attitude, more and more consumers are more willing to buy high-end flagship mobile phones with higher hardware configuration and better functional experience, and the cheap and expensive thousand yuan machine has gradually increased after several years of growth. Unable to meet the diverse needs of users.
Specific rankings: The top five manufacturers in the high-end mobile phone market in 2018 are Apple (51% share), Samsung (22% share), Huawei (10% share), OPPO (6% share), and one plus (2% share). As can be seen from the data, the high-end mobile phone market dominated by Apple and Samsung is undergoing subtle changes.
Compared with the 2017 data, although Apple Samsung still occupies a large share of the global high-end mobile phone market, both of them have shown a downward trend, especially Apple, which has fallen by 7%, mainly due to the three new iPhones last year. The sharp decline in sales is in contrast to the high-end market share of domestic mobile phone manufacturers such as Huawei, OPPO and Jiajia.
Among the domestic mobile phones, the four major brands of Huami OV have shown a strong trend of entering the high-end market. Among them, Huawei's high-end flagship mobile phones have been sought after in overseas markets, targeting Huawei's Mate series and P series in the high-end market. Shipments increased by 97% year-on-year, and in the high-end market last year, 10% of the market was won. Share.
OPPO is the manufacturer with the largest increase in high-end market share in 2018. It is the biggest dark horse in the high-end mobile phone market last year. The high-end flagship Find X sales volume is quite impressive, making OPPO gradually gain a foothold in the high-end mobile phone market. It is worth mentioning that this year OPPO is also continuing to develop in the high-end mobile phone market, launching the strategy of “double flagship”, the new Reno series complements the previous Find series, and from the product point of view, this year's Reno The series also shows a stronger competitive edge.
Of course, domestic mobile phones attack the high-end market not only rely on the maturity of the supply chain, but also need to work hard on innovative experiences and services. Only in this way can we support high-end prices and sales, and the situation of Samsung and Apple will be broken.