The time goes back three years.
In the first quarter of 2019, Huawei's mobile phones not only swept the Chinese market, but also almost crushed Samsung and ate Apple's share of the high-end market. In the overseas market, Huawei mobile phone performance is also extremely outstanding, especially in the European market, according to the market research institute IDC data, in the overall market performance is sluggish, down 2.74% year-on-year, Huawei mobile phones increased by 66% year-on-year, reaching 13.5 million units, the growth rate is far ahead, the market share also jumped to 25.39%, ranking second!
In contrast, Samsung mobile phone sales in the European market fell by 6.82% year-on-year; Apple is also far less strong than the current situation, down 22.73% year-on-year, with a market share of only 14.74%.
Then there's another story. On May 16, 2019, the U.S. Department of Commerce announced that Huawei and 70 affiliated companies would be included in the so-called "entity list", and US politicians personally lobbied and intimidated other countries to participate in sanctions, causing serious obstacles to the replacement of Huawei's high-end mobile phones and the development of overseas markets. Huawei's mobile phones had to fight and retreat, and today, three years later, the share of the European market has dropped to "others".
However, Samsung and Apple failed to lie and win. Huawei's mobile phones retreated, and other Chinese mobile phone manufacturers stepped forward.
31% share is fully mastered
Three years ago, the top five in the European mobile phone market were Samsung, Huawei, Apple, Xiaomi, and HMD (Nokia). Among them, Huawei + Xiaomi share is 31%. Recently, market research institute Counterpoint Research released the 2021 European mobile phone market data, the top six are Samsung, Apple, Millet, OPPO, realme, vivo, Chinese mobile phone manufacturers market share is also 31%, not less.
It can be seen that in addition to Xiaomi continuing to move forward, OPPO, realme, and vivo have all rushed out of the "others" in three years and caught the share left by Huawei mobile phones. Xiaomi's performance was particularly outstanding, and the data showed that in the second quarter of 2021, Xiaomi once surpassed Samsung and Apple to top the European market with a share of 25.3%, triggering "Rebus" to sigh.
Behind the 31% share, Chinese mobile phone manufacturers maintained strong growth in the European market. Compared with 2020, Xiaomi's market share increased by 6 percentage points, OPPO increased by 3 percentage points, and the cutting-edge manufacturer realme rose to gain one percentage point.
It can be seen that the hegemonism and robber logic of the United States can affect the business development of a Chinese company, but it cannot curb the overall vigorous development momentum of China's mobile phone industry. Nor is the 31% share the end. The share of Samsung and Apple, since it can be snatched away by Huawei mobile phones that year, can naturally be chewed down by other Chinese mobile phone manufacturers.
Attack the high end
Not only in the European market, but also in another important regional market, India, Chinese mobile phone manufacturers also performed well. Among the top five manufacturers in market share, China occupies four: Xiaomi ranks first with a share of 24%; vivo, realme, and OPPO rank third, fourth and fifth respectively, and the share of Chinese mobile phone manufacturers reaches 64%, which is dominant.
China is the world's largest mobile phone market. In the Chinese market, Samsung has long become a yellow flower of the future, and only Apple is a foreign manufacturer in the top seven. However, Apple's share reached 23%, an increase of 7 percentage points year-on-year, pushing all Chinese mobile phone manufacturers to rank first.
Since Apple is dominated by high-end smartphones, behind this share change is the high-end mobile phone market share left by Huawei, a large part of which is cannibalized by Apple. This is a slightly embarrassing fact.
However, Chinese mobile phone manufacturers have begun to attack. For example, Xiaomi, this year set up a "high-end strategy working group", to be driven by the goal of the world's first sales in three years, the product and experience are fully benchmarked against the iPhone, and the domestic high-end mobile phone market share is the first in three years. OPPO also released a high-end strategy, integrating the OnePlus brand and attacking the dual flagship product lines at the same time. As evidence, OPPO's invention patent has rushed to the second place in the country, second only to Huawei.
Moreover, Huawei is still active in the mobile phone market. In the next few years, Huawei mobile phones will continue to attack Apple and regain their own status after solving the problem of 5G chips. (C114 Namsan)