In the past two years, with Huawei's inevitable "fall" in the high-end market, Xiaomi OV has increased the pace of impacting the high-end market.
In 2021, although Apple is still the absolute king of the high-end market, the Xiaomi OV has indeed gained a piece of the pie.
According to counterpoint's latest data, sales in the global high-end (wholesale average selling price of more than $400) smartphone market increased by 24% year-on-year in 2021, much higher than the overall mobile phone market's 7% year-on-year growth, and the share also reached a record high of 27%.
In addition to Huawei and Samsung, everyone has drunk soup
Subdivided into various manufacturers, Apple is still a dominant company, and its share has increased from 55% to 60%.
Samsung and Huawei became the only two of the six major manufacturers to fall, losing 3% and 7% of the market share, respectively.
Global high-end ($400 >) mobile phone market share in 2021
Huawei is not difficult to understand, due to the limited chip, huawei released new machines can not support 5G, and 5G has become the mainstream of the high-end market, after all, no one wants to spend three or four thousand yuan to buy a mobile phone that only supports 4G.
(5G and 4G penetration in the high-end ($400 >) market, with 5G as the red line)
Samsung's decline is a bit of its own "death" meaning.
Last year, Samsung cut the Galaxy Note series that has lasted for a decade, hoping to use the differentiation of folding screens to fight Apple. As a result, although Samsung does have a global folding screen market share of up to 87%, the folding screen is still too niche, and the global sales are only about 8 million units, not even a fraction of the iPhone.
However, the sales growth rate of folding screens is obvious, if Samsung can still launch a new folding screen machine with suitable prices this year, there may be an opportunity to go further in the high-end market.
The share increase was Xiaomi, OPPO and Vivo, the former two of which increased their market share by 2%, and Vivo was slightly lower at 1%.
Xiaomi is mainly driven by the Xiaomi 11 series, OPPO is mainly Reno5 and Reno6 series, and vivo is X50 and X60 series.
The Xiaomi Mi 12 series sold poorly and the high-end was blocked
However, although Xiaomi rose gratifyingly last year, the latest Xiaomi 12 series fell by nearly 60% compared with the Xiaomi 11 series.
According to Counterpoint data, the first month of sales of the Xiaomi Mi 12 series was only 460,000 units, compared to 1.12 million units in the first month of last year's Xiaomi 11 series (the Xiaomi 11 Pro went on sale in April 2021, so the statistics are January data for Xiaomi 11 and April data for Xiaomi 11 Pro).
Part of the reason may be "due to" the mess of the previous generation of Xiaomi 11 series, in the past year, Xiaomi 11 burned WiFi, fever is serious, MIUI 12 Caton and other problems emerge in an endless stream, Xiaomi official in order to solve the WiFi failure, but also specially announced the treatment plan. Now it seems that the reputation of the Xiaomi 11 series may have affected the choice of some users.
On the other hand, ZAKER Technology found that on the black cat complaint platform, there have been nearly 7,000 complaints about Xiaomi 12, while the number of complaints about Xiaomi 11 has been about 12,000 since its release. Now that the Xiaomi 12 series has been listed for less than 3 months, this number of complaints is not low.
Black cat complaint platform Xiaomi Mi 12 complaint volume
At present, it has been revealed that the Xiaomi Mi 12 Ultra will be released in May this year. At that time, whether Xiaomi is further in the high-end market or losing, the Xiaomi 12 Ultra will be a key battle.
Produced by ZAKER Technology
Text / Liu Fan