The past six months, China's Smartphone market is shocking, price wars, battles such as channel, capital penetration to break out, especially on the Internet thinking brand, impacting traditional brands may also accelerate the Smartphone industry reshuffle.
Gartner expects global mobile phone shipments this year will be reduced to 3.3% per cent, mainly due to the sluggish market performance in China. Gartner also said in a statement: "in China, fewer and fewer consumers who purchase mobile phones for the first time, this means that China's mobile phone market is saturated. "
China's information and Communications Research Institute yesterday released the latest data, in June 2015, shipped 38.12 million domestic mobile phone market, fell by 10.2%, continuing the overall downward this year.
Under such circumstances, increasingly fierce competition between the various brands, and ebb tide, when the Lord?
Domestic mobile phone market share over 50%
Despite two new flagship Smartphone Galaxy S6 and Galaxy S6 Edge to help out, but the Samsung still cannot get rid of declining performance situations.
Yesterday, Samsung released its second quarter results, the company operating profits of 6.9 trillion won (about US $ 6.13 billion), down 4% over the last year, this is the Samsung 7 consecutive quarters of operating profits fell.
In this regard, Samsung explained that the decline mainly because consumers continue to buy other brands of smartphones. As we all know, Samsung's main competitor is Apple, but suppressed over the past six months from domestic brands is even more apparent.
Judging from the shipments, Huawei, the first half of this year to 50 million immediately after Apple, Samsung, which in May alone sales exceeded 10 million.
Huawei is the end consumer BG CEO Yu attended the event, said Huawei's handset market share is currently the world's third, the Chinese market more than Apple, Samsung, market share, especially high-end Smartphone shipments this year Huawei has more than 70%.
At present, Huawei mobile phone market share in the Chinese market has reached 15.9%, Samsung 13.7%, Apple 11%, but in the global market, Apple shares remained the biggest.
Followed by millet, in the case of market growth, millet in the first half of this year hit 34.7 million units in global sales, since shipment statistics released half a year, but this is millet, declined for the first time, millet's shipments in the second half of last year to 35 million units.
According to this year's target of 80 million to 100 million, and has started distribution of overseas markets, not small for millet continued to pressure in the second half. Because the brand more and more, music video, strange, and so on.
After Lenovo, 3 months of this year, Lenovo's global mobile phone sales for 18.7 million units, which Motorola 7.8 million units. Same objective global Smartphone shipments of 100 million units, now look at Lenovo's most stressed, especially in the case of brand awareness is not high, if you want to change the difficult sales situation in the second half. From the largest online retail channels according to Dixon, June sales top-ranked brands, Lenovo ranked seventh best-selling models TOP 15 Lenovo had only one paragraph, plus Apple, Samsung, Huawei, millet, vivo.
Consolidated monthly data, TCL mobile phone shipments in the first half by about 32 million (feature phones + smart phone), its market share in China is still very low, but in Latin America, Africa and other emerging markets, TCL by Alcatel mobile phone brand in the function machine market there is still a large market share and high profit margins. As a home appliances, communications industry veteran, TCL is seeking on the Internet + outlet road to transformation, depends on what the second half of clip-the new brand will bear the burden of TCL communication to build mobile Internet ecosystem. China s robotics industry faces four major issues
ZTE's transformation continues, Vice President of ZTE Terminal China Wen Liangliang Tianyi Terminal during the trade fair to be held in the last week of media, as of first half of the year, ZTE Smartphone shipments to complete plans for the year of 50%. ZTE's 2015 target for handset sales target of 100 million, of which 60 million smart phone.
Transformation although encountered has some pain and challenge, but but ZTE early clear has 3+1 of overall strategy, effect began highlights out, but now occupy ZTE Terminal maximum shipping volume of also is thousand Yuan machine, led to brand cognitive degrees not high, and with operators subsidies of gradually declined, ZTE can completed real meaning Shang of transformation depends on a paragraph like Huawei mate 7, and millet note, and vivo x5pro, such of burst machine. It is reported that in the third quarter, ZTE is launching a new mobile phone, net biography and photograph, beauty related.
Hyundai did not release shipments in the first half, Senior Vice President of cool Lai Ganfeng Tencent technology says, "quality of the shipments in the first half, selling a profit equal to last year's ten". Industrial development law, the pursuit of higher-margin products, means to temporarily give up size to some extent. Cool, cool, ivvi, and have been incorporated into the strange cool "big God" how to develop between these three brands, and music video, 360 how balanced is the key to its development in the second half.
Meizu shipments less than Huawei in a month in the first half, but the largest increase. Meizu official figures say, 2015 first-half sales of 8.9 million units, an increase of 540%. Vivo, OPPO, HTC did not release half year sales, but according to a three-month shipments reports HTC One M9 only 4.95 million units, than the HTC One M8 generally less over the same period last year.
With each performance, Samsung and Apple's dominance is not to shake, especially in China, national team, led by Huawei, millet is sailing into the fast lane. Data show that 2013 totaling 4.57 shipping Apple and Samsung smartphones, combined market shares for 47% 2014 fell 7% to 40%, with the domestic brands overall good performance in the first half, expect this downward trend will continue. Rough estimates, among other foreign brands, a domestic market share of more than 50%. As to who will be the round of reshuffle winner and out now is still too early.
Internet brands to let shuffle ahead
If this round of domestic brand's rapid rise is based on the research and development of high investment, rapid product innovation and marketing of big, then known as the Internet brand of thinking is effective adhesives, they exist accelerating the industry reshuffle.
A few days ago, announced the 2.18 billion yuan investment cool and become the second largest shareholder of cool. The news got out, immediately caused a public and media debate in the industry. Recall that the low-key quiet hard development of the mobile phone industry, since after millet, TV plus Internet nouvelles, industry changes have never stopped, said they joined, Smartphone shuffle in advance.
First is "Chinese cool joint" of pattern occurred subtle changes, so far, this four home of shipping volume half above from operators, and with operators heavily subsidies from last year began sharply declined, they by of impact also natural maximum; second, although millet of growth slowed, but its debut yilai on traditional brand of effect self-evident, according to first half of of out volume, "Chinese cool joint" great into "Chinese meters charm" of potential.
Another change was stimulated by the influx of the Internet, the traditional brand marketing strategy also is speeding up, have been offering its independent brand with impact. As of the first half of this year, Huawei's glory, Meizu charm blue impact of millet let Lei needle felting. From a channel distributor of Tencent technology says: "millet's machines in the past are in hot demand, premiums are high, and now is a charm and blue glory.
Dixon June retail sales figures, sales of most models is a smooth 4X glory before, users in July, look for a model that charm blue Note2, glory 7 depending on the mobile phone, after few months millet models ranked in the forefront.
By contrast, ZTE one plus of the Nubian, OPPO, gionee IUNI, Tianyu nibilu Internet brands are still groping. Among them, the Nubian is ZTE hopes last month for "Nubian" formal independence, announced the creation of the Nubian Technology Ltd, targets to ship 10 million units this year.
In addition, driven by Internet brands, a new round of domestic mobile phone on the sea was getting bigger. It is learned that glory to 74 countries and regions, it's going to increase investment in the global market, such as Germany and the United Kingdom, and France and other Western European countries and Japan market, and seize India, Indonesia, Russia and other emerging markets, Latin America, the Middle East and other areas. Meizu technology Vice President Li Nan said, Meizu overseas firepower this year mainly in India. Even just in the country sold 500,000 mobile phones letv Mobile has developed specific overseas expansion strategy, are fully prepared for war. "Depending on the ecological models of mobile phones can go overseas. "Letv Mobile CEO Feng Xing said. Hyundai Chairman Guo Deying, also said the global mobile phone market is expected over the next five years will be the stage of China's mobile phone brand, able to survive and live well estimated that only four or five companies.
Finally had to mention capital market, money can be willful, influx of capital from rival manufacturers also had a significant impact.
The past six months, Meizu Ali $ 650 million strategic investment by introducing 360 invested US $ 400 million and to set up a joint venture company, TV plus 2.18 billion stake in cool. Although currently Le depending on just started, but Le depending on phone first round financing 300 million dollars, valuation Super 3 billion dollars, created has global Internet and the phone industry first round valuation and the financing amount of double records; odd cool products also not was born, but 360 through cool sent its big God phone of merger completed has in phone business Shang of layout, future is a not light of role; and charm family is can in thereafter fast price forced millet phone also into has price channel, and capital as backing inseparable.
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