In the domestic smartphone market, the four major domestic manufacturers of Huami OV, together with Apple, have the largest shipments, while Samsung has been excluded from the top of TOP. This pattern has been taking shape for two or three years. However, according to the output data released by Counterpoint, although the pattern of TOP5 manufacturers has not changed, the performance of each manufacturer has changed greatly.
In Q3, Vivo ranked first with 21.6 million units shipped, up 2% year-on-year and 19.9% market share. OPPO used to be the champion of domestic shipments, but this time it ranked second, with 21.4 million units shipped, down 11% from the same period last year. The two companies have changed a lot this year. On the one hand, they have launched high-end flagship phones, and on the other hand, they have also launched high-performance and cost-effective models for Internet mobile phones, such as Vivo Z1/Z3 series phones, which sell for more than 1,000 yuan.
Although Huawei and Glory are a company, they rank third and fourth in China independently, with shipments of 15.7 million and 13.3 million units respectively, up 14% and 14% year-on-year, which is the only TOP5 brand that maintains high-speed growth. If the brand is not considered a company, HUAWEI will be the first domestic shipper.
After its glory, millet shipped 13 million 100 thousand units, down 15% year-on-year. Combining with the 33 million pieces of shipment data published in the millet earnings report, it can be inferred that the sales of 20 million pieces in overseas markets have become the main market for millet shipments.
Apple ranked sixth with 8.4 million units, but it also fell 17% year-on-year, Counterpoint said, becauseIPhoneXS/XS Max and other new machines are selling at a high price and lack of innovation.
Looking back at the third quarter, analysts believe that the main reason for VIVO, Huawei and Glory's negative growth lies in their strong product innovation and supply chain integration capabilities. The "full screen" technology, gradient rear cover, dual camera and AI intelligent processor, which accounted for more than 85% of the screen, were mainly used in the design of "flagship" aircraft products and in the past. Higher cost components, applied to the middle-end or even low-end price models, bring many products with excellent cost performance to the market. Driven by the summer and school season, to a certain extent, stimulate the desire of consumers (especially young consumers) to change planes. The representative models include VIVO Y83/Y85, VIVO Z1, Huawei Nova 3/Nova 3i, Glory 8X/8X MAX, Glory 9i, Glory Play, Glory Play 7A/7C, etc.