Beijing, Dec. 12 (Reporter Wu Tao) On the 12th, a report released by Counterpoint, a market research and consulting company, showed that in the third quarter, the smartphone market in China dropped by 5% year-on-year, but increased by 3% quarter-on-quarter, which was moderate compared with the previous two quarters.
The report predicts that the overall decline of the smartphone market in China will further slow down in the fourth quarter. Overall, the China market has gradually picked up since the second half of 2019. It is expected to rebound in 2020, ending the year-on-year negative growth that has lasted for 9 quarters.
Market share of major mobile phone brands in the third quarter. Image source: Report in the article
The report predicts that the global shipment of 5G smartphones will exceed 270 million units in 2020, and the penetration rate of 5G smartphones will increase from about 1% in 2019 to over 15% in 2020. In 2020, the number of 5G mobile phone products in China market is expected to exceed 100, and the shipment of 5G mobile phones in China market will exceed 150 million.
In terms of specific mobile phone brand performance, the report said that in the first three quarters, the effect of Huawei’s omni-channel expansion strategy appeared, and its leading edge extended to the online market, grabbing 26% share and becoming the online market sales champion.
Glory occupied 20% of the online market in the third quarter of 2019, making it the second largest smartphone brand online. According to its analysis, the glory brand is mainly aimed at the young consumer market, and the online platform is more active.
Xiaomi’s online market share in the third quarter was 14%, which was a serious decline compared with its share of more than 20% at the beginning of the year. Although Xiaomi’s online promotion and discount efforts are still strong, Xiaomi’s market share has declined due to the decline of the market and the impact of competitors’ cost-effective product series.
According to the analysis of the report, in the third quarter, Xiaomi mainly promoted Redmi K20/K20 Pro and Xiaomi CC9 series products, and the average retail price of their products was more than 2,000 yuan or even 3,000 yuan, which was much higher than that of their earlier hot-selling models, Redmi 7 or Note7 series (the average retail price was less than 1,500 yuan).
According to the report, Apple’s online listing rate in the third quarter was 9%, which was basically the same as that in the first quarter. After the release of the iPhone 11 series in September, Apple’s sales in China are now rebounding. From January to August, the sales of iPhone in China market dropped by over 40% year-on-year. In July and August, Apple’s "halo" declined in the China market, and it relied heavily on online discount promotion products to clean up the inventory of the old iPhone.
Another major mobile phone manufacturer, OPPO’s online share in the first three quarters was about 5%, which was relatively low in the middle line of major brands. Realme, its sub-brand, benefited from its excellent performance in overseas markets, especially in India and Indonesia. In the third quarter, the global shipments of Realme smartphones increased by more than 800% year-on-year. However, in China market, Realme is still in a slow growth stage.
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