Two sources said that Taiwan media said that China's top two mobile phone brands Huawei and OPPO reduced their orders in the first quarter of next year by 10%, while Morgan Stanley warned that Chinese smartphones will need to clean up their inventory phones in the first quarter of next year, which means Chinese mobile phone brands. In the case of rapid growth in shipments, bottlenecks have been encountered and inventory is becoming a serious problem.
In November, IDC predicted that global smartphone shipments will reach 1.45 billion units this year, but the growth rate is only 0.6% year-on-year. It is no longer the high-speed growth momentum, but in the case of global smartphone shipments stagnating, China's mobile phone brands OPPO and vivo have achieved rapid growth, and in the third quarter of this year won the first and second domestic position.
However, the rapid growth of shipments of these domestic mobile phone brands is mainly dependent on the domestic market. The domestic market shipments of Huawei, OPPO and vivo respectively account for about 60%, 80% and 80% of their global shipments. %.
According to IDC's data for the third quarter, OPPO, vivo, and Huawei's share in the domestic market in the third quarter were 17.5%, 16.7%, and 15.7%, respectively, and the share of the domestic market reached 49.9%. The top five of the other two are 8.7% of the millet and 7.1% of the apple. The top five brands account for 65.7% of the domestic market, which means that Huawei, OPPO and vivo will continue to The domestic market is facing greater difficulties in grabbing market share to achieve high-speed growth.
In addition to Nokiaâ€™s market share of about 30%, Nokiaâ€™s mobile phone market has been around 20%, and Samsungâ€™s market share has been around 20% since 2011. The transformation can also be seen that the competition in this market is fierce, and trying to have a market share of more than 20% is quite difficult.
In fact, Huawei, which has just been squeezed out of the domestic market share position in the third quarter, just surpassed Xiaomi in the fourth quarter of last year to win this position. After OPPO and vivo quickly emerged with advertising marketing and channel advantages, Huawei has launched thousands of The county plans to strengthen its own channel construction and at the same time give a big name to the variety show, trying to counter OPPO and vivo.
However, it seems that domestic mobile phone brands ignore the difficulties they encounter. Huawei, OPPO, and vivo have put forward their growth targets for next year. The industry reports that these three brands have proposed shipment targets of 170 million, 160 million, and 1 respectively. .500 million, if global smartphone shipments remain unchanged next year, only these three mobile phone brands will account for 32.8% of the global market.
However, China's mobile phone brands have stagnated after occupying 40% of the global market share in 2014. The share of the global market in 2015 was only slightly more than 40%. According to data from the Ministry of Industry and Information and TrendForce, China Mobile in 2014 and 2015. The overseas shipments of brands are around 100 million and 110 million, respectively. The growth of overseas shipments is far less than the domestic market, which is the reason for their global market share stagnation.
At present, China's four major markets in China, India, the United States and Europe, domestic mobile phone brands have dominated the market with their local advantages, but in India, the United States and Europe, Samsung still holds the first position, especially in Europe and America. Due to the strict entry of intellectual property management into the market, Huawei has a strong patent advantage among domestic mobile phone brands. It is only the top three in the European market.
Therefore, domestic mobile phone brands have entered the overseas market mainly in non-developed countries outside Europe and the United States. Among them, Lenovo and Xiaomi have ranked second and fourth in the Indian smartphone market, and OPPO is second in some countries in Southeast Asia. This is worthy of pleasure. Things, but in these markets, the issue of patents should not be ignored. The patent litigation between Xiaomi and Ericsson in India has not yet produced results, and OPPO has encountered Dolbyâ€™s patent infringement lawsuit.
Under such circumstances, foreign institutions have worried about the rapid growth of China's mobile phone brands, and based on the situation of the industry chain, they have raised concerns about excessive inventory of domestic mobile phone brands.
If the inventory problem is not well managed, the result may lead to the rapid decline of the enterprise, because today's mobile phone update is too fast, and the mobile phone becomes a depreciation of the inventory, which will lead to huge losses. On the eve of the loss of the global mobile phone hegemony that remained for 14 years in 2012, Nokiaâ€™s head of China lost its job because of inventory problems, and then quickly fell. Domestic mobile phone brands need to face this problem in order to avoid repeating the same mistakes.
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