Text/BU Audit/Zi Yang Correction/Zhi Qiu
2021 is undoubtedly a year full of variables for the Chinese smartphone market. In this year, Huawei suffered from the challenge of "lack of core", vacating the market share of blockbusters.
As a result, China's mobile phone market has ushered in a major reshuffle, and a new pattern is taking shape. CINNO Research's latest sales report on January 5 gave the answer.
Mobile phone market reshuffle
According to CINNO Research's November smartphone sales list, Huawei, which was once the number one seller in China, has now fallen out of the top five positions.
The reason for huawei's decline in sales is simple, that is, there are not enough chips.
Although Huawei has tried to carry Tianji and Snapdragon chips to solve the problem, Huawei's self-developed Kirin processor is the core competitiveness of its mobile phone. Moreover, it is precisely because of the blessing of self-developed technologies such as Kirin chips that consumers are willing to accept the high premium of Huawei mobile phones.
However, today, the Kirin chip is no longer, leaving a premium in vain, and it is naturally difficult for Huawei to make consumers pay.
After Huawei fell, Apple undoubtedly became the biggest winner, successfully taking over the large high-end market vacated by Huawei. After the release of the iPhone 13 series, Apple's sales in China were higher in January than in January.
In October this year, Apple once again became the highest-selling mobile phone brand in China after many years. In November, Apple once again continued this good result, winning the first mobile phone sales in China with nearly 6.7 million units sold.
In the next step, with the gradual release of Apple's production capacity and the arrival of holidays, Apple sales are expected to reach new highs. Apple has undoubtedly become a strong competitor to domestic mobile phones.
Fortunately, there are also brands in the domestic mobile phone camp that have achieved eye-catching results: Xiaomi has rushed to the second position of sales with a super high month-on-month growth of 46.9%.
The reason why Xiaomi has such a bright performance is due to the listing of the Redmi Note11 series and the double eleven promotion. After the advent of the Xiaomi 12 series, Xiaomi's sales are expected to reach a new height, after all, the Xiaomi 12 series has created omni-channel sales of 1.8 billion yuan in 5 minutes after its first sale.
The sales of vivo, OPPO and Glory ranked third, fourth and fifth respectively, and sales declined.
Apple became the biggest threat
Although according to CINNO Research, in the whole of 2021, OPPO will have the first sales volume in the Chinese market and the second vivo, while Apple will rank third, and its market share will be only slightly higher than that of Xiaomi.
However, judging from Apple's sales performance in the past two months, Apple has become the biggest threat to the domestic mobile phone market.
Although domestic mobile phones are ambitious for the high-end market, at present, they are not Apple's opponents except Huawei. Apple occupies the vast majority of the high-end market.
In the first half of 2022, Apple will also release a new iPhone SE machine, with a more affordable price to further compete with domestic mobile phones for the mid-range market, posing a greater threat to domestic mobile phones.
Such a situation can't help but make people worry about domestic mobile phones. However, domestic mobile phones are also trying to compete with Apple to grab the market, OPPO has released the high-end market "three points of the world has one" rhetoric, and Xiaomi also has to benchmark Apple.
It can be seen that the ambition of domestic mobile phones. However, in terms of brand influence, uniqueness and other aspects of domestic mobile phones or continue to work hard. In the next step, whether domestic mobile phones can hold the position of China's mobile phone market, let us wait and see.