According to the experience of previous years, Apple will generally usher in the "off-season" trough of sales from March to May, and the performance is only slightly better than that in July and August, until the release of new machines in September has soared again. But this year is different, analysts pointed out that Apple's sales in China soared in May, far exceeding the share of the same period in the previous year to reach 20%.
According to a latest research report by JPMorgan Chase analyst Samik Chatterjee, Apple ushered in an unusual sales rebound in the Chinese market in May this year, surging by 147% from April and exceeding the previous year's average. Because this performance was so abnormal, Samik Chateji even found data from the Chinese Academy of Information and Communications Technology as a proof, and found that it highly overlapped with the report of his research, proving that the data was not wrong.
Under normal circumstances, Apple will have off-season and high season every year, the first quarter and the first quarter of the following year because of the release of new machines to become the highest sales of the "peak season", after the end of the Spring Festival of the following year, March, April, May is the traditional "off-season". On the one hand, the first batch of replacement peaks have passed, on the other hand, it is also for the 618 activities to accumulate strength, usher in a large-scale growth in June, and then enter the "off-season" in July and August, just to welcome the release of new machines in September to resume the "peak season" again.
Since Apple only releases flagship machines once a year, the cycle of such off-season and peak seasons will basically not change much, why is this year unusual, the iPhone 13 series in May in advance "rushed" it? Samik Chateji gave a logical and self-consistent analysis, arguing that the epidemic in April affected the sharp decline in demand for replacement machines, Apple and domestic brands are running at a low level, and as the epidemic eases in May, the living conditions are basically restored, and consumers usher in a wave of "retaliatory consumption".
Although the above explanation is logically self-consistent, it cannot explain why only Apple's sales have soared, and domestic mobile phone sales are still in a downward trend. According to the Data released by the Academy of Information and Communications Technology in May, the overall domestic shipments reached 20.805 million units, down 9.4% year-on-year, and its domestic mobile phone shipments were 16.6 million units, down 14% year-on-year, accounting for 79.8% of the total mobile phone shipments in the same period, and the overall performance was still not satisfactory.
Comprehensive analysts and THE ICTS data mutual verification, can draw the following conclusions: the overall decline in domestic mobile phones is 14%, the total market share accounted for less than 80%; Apple soared 147% to account for about 20% of the market share. As for the remaining 0.2% of the market, it is more than enough for overseas brands such as Samsung and Sony, after all, the domestic market share is close to "zero", so the overall judgment is in line with the actual situation.
The deeper reason for this situation may be the low competitiveness of domestic brands, there are almost no strong products to compete with Apple in the first quarter, and sales are very different. With the 5K price segment as a watershed, the total sales of all domestic high-end mobile phones may not be as good as half of the iPhone 13 mobile phones, domestic brands can not compete with it, and users who have demand for flagship machines can only turn to Apple's arms, which is also an important reason for its soaring sales.
Little partners, what do you think of the sharp decline in domestic mobile phone sales, Apple sales are unusually soaring?