Previously, it was reported that this year's mainstream mobile phone brands in China have cut orders, and the total number of cut orders is expected to reach 170 million units. It is reported that this figure accounts for 20% of the original total shipment target. Although it is impossible to confirm the authenticity of this information, the latest report of CINNO Research shows to some extent that the domestic smartphone market is indeed sluggish this year.
As shown in the figure above, the top five brands in the domestic smartphone market shipments in the first quarter of this year were OPPO, Honor, Vivo, Apple and Xiaomi. Among them, OPPO ranked first with 12.8 million mobile phone shipments, and the second place glory was only 200,000 units away from it. It is worth noting that in addition to glory, the other four brands in the top five have experienced different degrees of decline in shipments compared with the same period last year. OPPO fell 37.6% year-on-year, in stark contrast to Glory's 176%.
Honor, as the only mobile phone company with positive growth in the first quarter of this year, on the one hand, shows that Glory is growing at a very fast pace after the return, and on the other hand, it represents consumer demand for Honor mobile phones. Of course, how rapid the growth is also largely reflective of how low the glory was in the first quarter of last year.
Is the winter of the mobile phone circle coming? You may ask, after all, Apple has fallen by 1.3%, and this is still under the premise that the iPhone 13 series is a big seller in China. It is undeniable that the consumer replacement cycle is getting longer and longer. On the one hand, this is due to the fact that the current smartphones are highly mature and over-performing, and on the other hand, because the product homogenization in recent years has been serious, and there is no eye-catching innovation and design. And you guys, now generally change your new phone every few years?