iPhone13 continues to sell well and reach the top How to compete with domestic mobile phones?

"12 incense thirteen incense", did not expect that a netizen's god ridicule has become a reality, iPhone13 in October and November last year for two consecutive months to become the first domestic mobile phone sales, leading Apple back to the first throne of China's smart phone market. After Huawei's setback, domestic mobile phones were crushed by Apple, and Apple in the high-end market rode the dust, where should domestic mobile phones go?

The iPhone13 has continuously topped the first place in domestic sales

In October last year, Apple returned to the first place in the domestic mobile phone market, mainly because the iPhone 13 was too strong. The iPhone13 series was released in mid-September last year, and ushered in the first sales explosion period in October, the data shows that the iPhone 13 became the domestic stand-alone sales champion in October with 2.67 million units, driving Apple's mobile phone market share to climb to 21.9%, which is the first time that Apple has returned to the domestic throne since December 2015.

The following November was more fierce, according to the agency announced the share of Chinese mobile phones in November 2021, Apple ranked first in China with a share of 26.5%, ranking second is vivo, with a market share of 16.5%, OPPO and glory were surpassed by Xiaomi, Xiaomi returned to the domestic third with a share of 15.8%, OPPO and Glory ranked fourth and fifth, with market shares of 14.1% and 13.5% respectively.

Although the overall data in December last year has not yet been released, from the data released by JD.com, the iPhone 13 in December 2021 is still at the top of the list. Not surprisingly, Apple continued to maintain its number one sales volume in December last year.

Why has Apple sales soared?

"Apple as the only brand that only targets the high-end market, its brand image is deeply rooted in the hearts of the people," CINNO Research analysts said, "the iPhone 13 series compared to the iPhone 12 series itself has been upgraded in the product value, the iPhone 13 series equipped with the 5nm process A15 chip ahead of other brands, the price has made concessions, more consumers are willing to pay for it."

Analysts believe that China's smart phone market consumption upgrades, more than 5,000 yuan of high-end smart phone share continues to rise, in the case of Huawei limited, other brands do not have to compete with the launch of models, Apple's share in this range continues to grow, a single one, will continue to enjoy this wave of growth dividends.

The high-end of domestic brands still needs time

Although Apple mobile phone sales occupy the first place for two consecutive months, but domestic mobile phones still occupy the overall market share advantage, research agency Counterpoint data show that in the third quarter of 2021, vivo mobile phone market share reached 23%, ranking first; OPPO ranked second with a share of 20%; Glory entered the top three in China for the first time after independence, the share exceeded Xiaomi; Apple accounted for 13%, ranking fifth. The momentum of the new forces is also relatively rapid, and realme has become the fastest brand to reach 100 million shipments in only 37 months, ranking among the top six in the world.

However, the high-end market is still a pain point for domestic brands. In China's high-end market, after Huawei was restricted, Apple became the leader in succession to the high-end, and other brands more or less had some amount of acquisition, but there was no opponent in the domestic market that could compete head-on with Apple.

However, domestic mobile phones have never failed, OPPO, vivo, millet, etc. are doing their best to impact the high-end market, exerting technology and design, and becoming a "stepping stone" for manufacturers to expand their high-end market share. For example, OPPO released mariana MariSilicon X, which is positioned as an independent NPU (neural network processor), vivo announced the first self-developed image chip V1, hoping that the blessing of self-developed chips can enhance product competitiveness and thus seize more shares in the high-end market.

Impacting the high-end market is bound to be a long-term accumulation process, which is not only the brand image, so that consumers are willing to believe in premium capabilities, but also to ensure that the product has a good experience, which requires long-term optimization and run-in. Analysts at CINNO Research believe that although brands such as Xiaomi and VO are also trying to win the high-end market share that Huawei has lost, it will take time to break through the core competitiveness such as chips, systems, and ecology.