In the fourth quarter of 2018, the global smart phone market continued to decline, but head manufacturers continued to grow stronger overall. However,from
Top 5 manufacturers, big brother's second brother is sluggish, Samsung shipments continue to fall, Apple also fell11.5%, which leads to a reduction in performance throughout the year. butHuawei's consignments rose 43.9 percent compared to the trend, which is extremely attractive among the heads of the manufacturers.
As for yearly performance, Huawei is also the fastest growing, with deliveries reaching 206 million units, and gap with Apple is less than 3 million units.
The worst year for the global smart phone market, a 10% Chinese drop in the market
According to IDC data, global smartphones delivered 375.4 million units in the fourth quarter, which is 4.9% less than the same period last year and dropped for the fifth consecutive year. In 2018, deliveries amounted to 1.4 billion units, which is 4.1% less than the year before, which is the worst year for the global smart phone market.
IDC believes that the first trimester will continue this bad situation in 2019, and the market will continue to fall this year. Ryan Reith, vice president of IDC's Global Mobile Tracking Program, said that apart from the rapid growth of several markets such as India, Indonesia, South Korea and Vietnam, other regions are not optimistic.
Focusing on the core market, a sudden drop in the Chinese market is the main reason for withdrawing the market.
The Chinese market consumes 30% of the world's smartphones, and deliveries in 2018 fell by more than 10% on an annual basis. As consumer spending falls, big stocks are a big challenge in the Chinese market. However, Huam OV swallowed Apple and many small producers, and its share in the Chinese market expanded further, with 66% in 2017 to 78%.
There are other factors that have led to the fall of the market.
The main reason is the extended customer switching cycle. At the same time, the penetration rate of smart phones on the world's major markets continues to increase, and excavation space is further reduced, and the uncertainty caused by trade disputes has amplified this situation.
In addition, consumers are increasingly disappointed with rising prices.
The average sales price of the top 6 manufacturers in the world has increased considerably. The Fourth Quarter Revenue Report in the Apple Natural Spring Period of 2018 showed that due to the unsuitable Apple pricing and US dollar pricing strategy, the volume of sales in emerging markets, which is China, has declined sharply, while revenues in China fell sharply by 27%.
Anthony Scarsella, an IDC manager in the global mobile phone research survey, said that since mobile replacement rates continue to slow down in many markets, sellers need to find a new balance to balance the functionality, design and cost of their phones.Later in the year, the appearance of 5G and folding devices could bring new vitality to the industry, depending on how marketers and market operators and consumers feel the convenience of these technologies.
However, it is expected that these new devices will increase the average selling price due to increased costs such as new screens and chipsets. To attract consumers, operators and retailers need to fully extend trade-in benefits in the form of subsidies to promote upgrades in 2019.
The main company continues to strengthen and Huawei's contrasts 44%
Though the wider market fell, Top 5 smartphone manufacturers continued to expand, which represents 69% of total smartphone deliveries in the fourth quarter, compared to 63% a year ago. Live is currently in sixth place, and if counted alive, the share of the lead company reaches 75% and continues to grow.
It is important to note that for the first time in this quarter, three manufacturers exceeded 60 million units in one season, namely Samsung, Apple and Huawei. For the whole year, for the first time, deliveries of three producers broke 200 million units, while Samsung, Apple and Huawei entered the "200 million clubs", opening a clear gap with Xiaomi and OV.
In the fourth quarter, Samsung delivered 70.4 million units, which is 5.5% less than the same period last year. Its market share dropped below 20% to 18.7%. Consignments for the year amounted to 292.3 million units, which is 8% less than the same period of last year, which made it the only supplier who is weaker than the market.
Apple's performance is also unsatisfactory.
IPhone shipments dropped by 11.5% in the fourth quarter, which is the worst quarterly performance.IPhone deliveries dropped by 3.2% per annum, which is somewhat better than the wider market. Apple's total deliveries in the first three quarters were slightly up by 1%. The traditional sales season did not contribute to overall business in the fourth quarter, due to the lack of innovation and price strategy outside the emerging market, the new iPhone sales were weak.
Since the Qualcomm lawsuit and the global coverage of the 5G network are not perfect, Apple is unlikely to launch the iPhone 5G as its competitors in 2019, which means that Apple has to release a powerful iPhone and apologize to the ecosystem. There are enough stories to attract the user.
Three Chinese producers in Top 5 recorded growth, and Huawei has achieved particularly good results.
In the fourth quarter, the trend grew by 43.9%, and annual deliveries for the first time exceeded 200 million units, an increase of 33.6%. The brand name Huawei has grown significantly and deliveries are close to half the total number of Huawei.
OPPOIn the fourth quarter, deliveries amounted to 29.2 million units, and the global share reached 7.8%, and for the first time in five quarters Xiaomi jumped to fourth place. Annual deliveries amounted to 113.1 million units, an increase of 1.3% over the previous year. Although the rate of growth has slowed considerably compared to the previous years, it is still worth achieving that growth is maintained in the present situation.
Xiaomi fell to fifth place in the fourth quarter, and because of the sharp fall in the Chinese global supply market, it only increased by 1.4%, while the first three quarters of the growth rate of the prose was above 20%. Due to the rapid expansion of overseas markets, Xiaomi increased by 32.2% year-on-year in 2018, first exceeding 100 million units.
In 2018, Xiaomi quickly expanded to overseas markets, and India and Indonesia were its most important foreign markets. In addition, Xiaomi has begun to gain ground on the Western European market and will focus on development in 2019. However, since the second half of the year, Xiaomi has fallen rapidly in the domestic market, which is a problem that Xiaomi needs to solve.
In January this year, the Red Rice brand operates independently and has released new machines in the domestic market after half a year. Independence of red rice helps increase the strength of the Xiaomi brand and domestic red rice ship, helping Xiaomi to resist the downward trend.