Text/Di Lin Audit/Zi Yang Correction/Zhi Qiu
Affected by various factors, while the global smartphone market is reshuffling, many single markets are also in flux, such as China and India.
Chinese brands encircle and suppress Samsung
According to the top five list of Smartphone shipments in India in 2021 released by the well-known market research agency Canalys, in addition to Samsung Electronics, the other four brands are from Chinese manufacturers.
For example, Xiaomi, which has long been at the top of India's mobile phone sales list, has once again won the first place in sales with 40.5 million units and a market share of 25%.
Moreover, Xiaomi has also opened up the gap of more than 10 million units of Samsung Electronics and nearly 10% of the market share, which makes Xiaomi's position as the "king of India" more stable.
In addition to Xiaomi, there are vivo, OPPO and realme, three major domestic brands that have long occupied the third to fifth place in the Indian smartphone market.
In the author's opinion, the more noteworthy of the three domestic brands is OPPO's sub-brand realme. The brand is a rookie in the industry, but its growth rate is not at all like a rookie.
In 2021, realme has become the seventh largest mobile phone brand in the world at a fairly fast pace. In this list, realme surpassed OPPO with 24.2 million units of product sales and a market share of 15%, approaching vivo.
The author believes that if realme can maintain the current growth rate, it is expected to catch up with vivo in 2022 and approach Samsung Electronics.
On the whole, although the four major domestic mobile phone brands in the list are currently independent, they can form a siege to the only "outsiders" in the top five in India.
Even if Xiaomi has an accident in the Indian market, it is not easy for Samsung Electronics to occupy the top position, whether it is vivo or realme, it will absorb Xiaomi's local market share and thus compete with Samsung Electronics.
Do not leave opportunities for Indian manufacturers
Putting aside the confrontation with Samsung Electronics, Xiaomi, OPPO, vivo and realme's monopoly on the local market does not leave opportunities for Indian manufacturers at all.
It is no exaggeration to say that since the domestic mobile phone brand entered the Indian market, there is no Indian local mobile phone brand in the annual smartphone sales list of the Indian market.
With the entry of one domestic brand after another, the Indian smartphone market has almost become the back garden of domestic brands.
Of course, this is not because of how strong domestic mobile phone manufacturers are, but because the comprehensive strength of Indian local brands is too poor.
First of all, from the perspective of volume, business scale, channels, capital and technical reserves, no local Indian brand can compare with domestic mobile phone brands.
Secondly, in the case of the above indicators are relatively poor, the only advantage of Indian manufacturers is the understanding of local consumers, as well as the localization of design, marketing and other aspects.
However, under the pressure of domestic mobile phone manufacturers, Indian manufacturers can hardly find the opportunity to show their local advantages.
On the one hand, this is because Indian manufacturers are already in a weak position; on the other hand, it is because the localization of domestic mobile phone brands is also very high.
Taking Xiaomi as an example, the company in addition to marketing, sales channels and product positioning, as far as possible to meet the needs of local consumers.
The Xiaomi India team is also very good at attracting people's hearts and minds, not only building factories in the local area and advertising Xiaomi mobile phones as "Made in India"; but also using various opportunities to express the company's concern for Indian employees and friendliness to Indian consumers.
Because of this, Indian consumers will have a special love for Xiaomi mobile phones, which is also an important factor for Xiaomi to be able to rank first in the sales list for a long time.
In addition, the high cost performance of domestic mobile phones is also one of the reasons for attracting Indian consumers. The high cost performance of domestic mobile phones is based on the control ability of domestic manufacturers on channels and rich experience in the manufacture of cost-effective models.
Write at the end
Therefore, in the author's opinion, as long as Chinese mobile phone brands do not withdraw from the Indian market for a day, Indian local manufacturers will not have the possibility of rising for a day.