The quarterly tracking report of mobile phones released by IDC shows that in the first quarter of 2017, China's smartphone market shipments increased by 0.8% year-on-year, and domestic brands such as Huawei, OPPO and vivo led the Chinese smartphone market.
According to the report, Huawei performed strongly in the first quarter, with shipments increasing by approximately 25.5% year-on-year; OPPO followed closely, shipments increased by approximately 19.5% year-on-year; vivo shipments increased slightly year-on-year; Apple's share declined by 26.7% year-on-year. The share of millet fell by 7.5% year-on-year.
IDC expects that the overall growth of China's smartphone shipments in 2017 will be lower than the 8.6% growth rate last year, and the first half will tend to be flat, and the market growth in the second half will increase.
The cyclical changes in the market led to a slowdown in the growth of the Chinese smartphone market in the first quarter. First of all, due to the seasonality of the smartphone season, the market was generally depressed in the first quarter, and the Spring Festival holiday caused the suspension of the channel shipment of the mobile phone market. Secondly, due to the increase in shipments in the fourth quarter of last year, the inventory was relatively high. Therefore, the phenomenon of de-capacity in the first quarter was obvious, and the sales of new machines were correspondingly reduced. The main models were mainly digested in order to prepare for the release of new products for spring and summer. .
IDC said that despite the slowdown in market growth, consumer demand for smartphones is strong, and demand for product features is still strong. In order to meet the demand, mobile phone manufacturers maintain rapid product iteration and upgrade, and continue to increase marketing and promotion efforts. This will lead to more intense market competition, mainly in the following two aspects:
First, Chinese mobile phone manufacturers are striving to break the mid- to high-end market. Although Apple has always dominated the high-end market, the share of first-line domestic mobile phone brands in the high-end market has grown rapidly year-on-year, with the growth rate of OPPO and vivo being particularly significant. In the mid-end, the market share of the Glory brand achieved double-digit year-on-year growth. IDC believes that demand for mid- to high-end smartphones will continue to rise in the era of consumers who are increasingly pursuing an upgrade experience. Chinese mobile phone manufacturers must not only touch users to understand high-end products in this era, but also enhance the brand experience by reducing product value and reduce user loss.
Second, the rapidly expanding offline experience store has become a must. In the past year, first-line domestic mobile phone brands have paid more attention to the layout of offline channels and planned the construction of brand experience stores. For example, Huawei has opened more than 1,000 brand experience stores in the core business districts of key cities; OPPO has selected sites in first- and second-tier cities. Layout, accelerate the establishment of brand flagship stores; other Internet brands have also begun to expand offline experience stores. IDC believes that as users pay more attention to the brand experience, the function of the mobile experience store should focus more on how to close the distance between the brand and the user, and provide users with a variety of experience services.
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