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Domestic Mobile Phone Shipments Fell 32.5% In December, Chinese Mobile Phone Collective Go Abroad To Survive



Recently, China Institute of Information and Communications released "December 2017 domestic mobile phone market analysis report." The report shows that in December last year, domestic mobile phone market shipments 42,612,000, down 32.5%; listing of new models 90, down 28.6%. From January to December, the domestic mobile phone market shipped 491 million units, listing 1054 new models, down 12.3% and 27.1% respectively year-on-year.

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In terms of 4G handsets, the December 4G handsets shipped 40.412 million handsets and 57 new models were listed, down 33.1% and 46.7% respectively year-on-year, accounting for 94.8% and 63.3% respectively, while the full format handsets accounted for 89.4%. January-December 4G mobile phone shipments 462 million; listing of new models 810 models; fell 11.0% and 34.6% respectively, accounting for 94.1% and 76.9%.


The report mentions that in December the domestic brand handset shipments 35.62000 units, down 36.4%, accounting for 83.5% of domestic handset shipments over the same period; listing of new models 83 models, down 31.4%, accounting for the same period the domestic mobile phone market new 92.2% of the number of models. January-December, domestic branded handset shipments 436 million units, down 12.4%, accounting for 88.8% of domestic handset shipments over the same period; listed new models 985, down 28.7%, accounting for the same period the domestic mobile phone market new machine 93.5% of the number of types.


In addition, the report also shows that in December smart phones shipped 40.361 million units, down 33.2%, accounting for 94.7% of domestic mobile phone shipments over the same period, of which 31.914 million shipments of Android phones. January-December smart phone shipments of 461 million, down 11.6%, accounting for 93.9% of domestic mobile phone shipments over the same period, of which 383 million mobile phone shipments of Android. 58 new models of smartphones were listed in December, down 45.8% from the same period of last year, accounting for 64.4% of the total number of new models of handsets in the same period, supporting 53 models of the Android operating system. January-December smart phone models 799 new models, down 35.8%, accounting for 75.8% of the number of new models over the same period, of which 623 models support Android operating system.

The biggest news in recent days was Huawei's unexpected miscarriage with AT & T. Huawei was already complacent and has started to make Mate 10 Pro in the streets of the United States. AT & T canceled the cooperation one day before the conference was held. Huawei's expansion plan in the U.S. market is once again blocked.


Although difficult to open the United States market, but this does not stop Huawei's determination and attempt to enter the United States. Domestic handsets, represented by Huawei, have all laid out overseas markets in recent years. In the past 2017, they were even more maneuvers. This is not without the gradual saturation of the domestic market in China.


In 2017, after another round of reshuffle, the domestic mobile phone market has formed a "T-shaped" pattern. Huawei, OPPO, vivo, millet ranked first echelon, Lenovo, Jinli, Meizu, hammer, a plus other mobile phone brands followed. Stand in the head of the first-line brand manufacturers, including OPPO, are facing a severe market test. The domestic market has entered a stalemate of competition and various manufacturers have been fighting hand to foot in the meantime. At the same time, domestic manufacturers have also been eyeing the overseas markets one after another.


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At the 4th anniversary of Glory, Zhao Ming, President of Glory, openly stated that in three years, it has entered the top 5 mobile phone brands in the world, with its sales in overseas markets increased from 15% to 50%, which means that glory overseas shipments will grow in the next three years 40 million or more, reaching 50 million shipments, which is obviously a handset for any business is a difficult challenge. However, Zhao Ming said that foreign markets are pit or cake, we must personally try to know that the overseas market is the basis for future glory growth.


Xiaomi is also speeding up the international market. In 2017, millet's international business has grown by 300% and is expected to reach 100% next year. For the "big cake" but the fiercely competitive US market, Lei Jun said the internal has begun to have a corresponding timetable. He said he hopes to succeed in the North American market. At present, there are already some small products that have been tested in various channels, markets and other aspects.


At the opening ceremony of Shanghai Super Flagship Store, Wu Qiang revealed that in addition to cultivating the domestic market, OPPO is still actively exploring overseas markets. At present, the sales ratio in overseas markets accounts for 30% of the total sales. According to Counterpoint's 2017 Smartphone Shipment Statistics, OPPO ranked first in the Asian market with 15% market share. At present, OPPO has started to invest in Southeast Asia such as Indonesia and India. In the Great Noida area of India, it has also built an industrial park of 1,000 mu and will have an annual output of about 100 million handsets. At the same time, the relevant data show that in the Indian market, OPPO ushered in the third quarter of 2017, the largest quarter of the shipment, an increase of 40% quarter-over-quarter and an increase of 81% year-on-year. OPPO in India and Africa have set up marketing centers, committed to the local brand communication, product sales and other aspects of the operation, is also being gradually developed.


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Wu Qiang also said that OPPO has successively entered the markets of Southeast Asia, Taiwan, Singapore and Australia in the past few years. This spring, OPPO plans to enter the Japanese market, laying the foundation for further opening up the market in developed countries.

 

Recently, China Institute of Information and Communications released "December 2017 Domestic Mobile Phone Market Analysis Report", the data show that in December 2017, the domestic mobile phone market shipments 42,612,000, down 32.5%; 90 new models listed, Down 28.6% from a year earlier. January-December, the domestic handset market 491 million shipments, listing of 1054 new models, down 12.3% year on year and 27.1%.

 

In 2017, the shipments of domestic brands in China's mobile phone market have been drastically concentrated in a few first-tier brands. In fact, the shipments of first-tier domestic brands have been increasing at different rates. Since 70% to 80% of the purchasing shares of these brands are completed by domestic manufacturers, the domestic supply chain manufacturers of the first-line brands have benefited instead.

 

Among them, the decrease of shipments in the domestic handset market, in addition to Lenovo (including Motorola), TCL (including Alcatel) Brand all go overseas, but also one of the important reasons.

 

The remaining part of the reduction of shipments, almost all by the "Saad" storm implicated Samsung mobile part. In addition, with the rapid ebb of "han han" culture, the decrease of Samsung mobile phone cooperation with domestic APP software providers and operators makes it increasingly difficult for Samsung mobile phones to grasp the real mobile phone application scenario needs, habits and Aesthetic values, but also one of the low-end mobile phone in the Chinese market, an important reason not to applause.


Into 2018, in addition to Samsung mobile phones are still eager to get back in the Chinese market, the domestic first-line brand manufacturers movements, almost all turned to the Indian market. Although Mr. Milieu Jun publicly stated that he made a lot of friends, made few enemies and expressed goodwill to his friends, it did not affect the other major domestic brands all rushed to India in preparation for factional assault in 2017 Dafa Lee on the Indian market is the millet phone.

 

In the meantime, in 2017, although several major domestic brands have stepped up their investment in the Indian market, they have copied the operation mode of the domestic handset market to India and basically completed the production capacity in India.

 

However, the Chinese mobile phone brand in the Indian market has also encountered similar Samsung's political crisis in the Chinese market. Although the domestic mobile phone brand in India is far behind the advantages of the Chinese domestic brands in China's domestic market, many mobile phone sources And mobile phone supply chain resources, have to use a large number of Chinese products, but also for a lot of domestic brands in disguise increased India sales channels into revenue, in order to stabilize the level of local commercial transaction risk.

 

In addition, in addition to millet is still using a similar global McDonald's hamburger price strategy in India, a large number of Indian nationals selling the red rice mobile phone most willing to buy the price, other domestic brand mobile phones are still continuing to adhere to the so-called "brand upgrade" program, Cell phone sales prices are 500 ~ 1000 yuan increase up, coupled with no similar millet supply chain outsourcing mechanism, is almost in the Chinese market so-called "low-end thousand machine", in fact, is 1500 ~ 2500 yuan The middle and high-end mobile phones of the Renminbi are going to compete in the Indian market. In the face of the red rice cell phone with Xiaomi or Hundred Yuan machines, there is absolutely no paroxysm power.


In fact, starting from the fourth quarter of last year, the top three Chinese giants Huawei, OPPO and VIVO have intensively cooperated with the supply chain enterprises to develop models similar to Indian red rice cell phones. The sales prices in India are equally tight Locked at 699 ~ 999 yuan between. Fourth-quarter domestic supply chain adjustment action, but also had to make the original line with the domestic brands to do so "brand upgrade", continue to carry out internal rectification suppliers are confused, in a rush to improve "full screen" high-end mobile phones Product transformation and upgrading of the critical moment, how to turn back to develop the hundred machine "low-end products."

 

Not only that, due to the adjustment of the sales price range strategy, the domestic first-line brand manufacturers had originally been split with the sales of local partners in India, has also been significantly lower, starting from December last year, one after another handset sales in India to withdraw from the domestic first-line brand Business sales cooperation.

 

Therefore, under the influence of various factors, one can imagine how the competition in the Indian handset market in 2018 will be fierce! Xiaomi handsets will surely try their best to keep their hard-earned status one year last year. How to build their own market share moat and continue to open up more market space will be the major task of the Xiaomi handset India team in 2018.

 

The OPPO, VIVO in addition to re-research and development for the Indian market price, product quality and do not lose red rice cell phone products, to re-sort out their own India to push channels, and online businesses to build a new marketing network, will also be Two major brand marketing department to consider the key issues.

 

Huawei cell phone although in today's glory hundred cell phone, pick out the cell phone suitable for the Indian market to optimize and later challenge the status of red rice in the Indian market, but the Huawei cell phone market in India for a long time without a firm position, 2018 want To truly become a brand accepted by local consumers in India, it will not be hard to sacrifice more than the OPPO, VIVO, and may even be far more than expected.


Of course, there is a more difficult issue, but also with the Chinese mobile phone brands in the Indian market share is growing, the stock of Chinese brands in the Indian market more and more mobile phones, domestic mobile phone brands how to put the phone Related peripheral supply chain enterprises, and upstream repair aftermarket parts supply chain enterprises to introduce to the Indian market, and to ensure their reasonable profit margins, but also will be the industry need to seriously consider the issue.


Now, the domestic mobile phone market is already a Red Sea. There are no other markets for development other than consumer upgrades. Therefore, domestic manufacturers want to expand more market space, only to go this path overseas. 2018 is destined to be full of challenges and variables in the mobile phone industry for a year. Who can grab a place in this overseas scramble and time will tell us the answer.