The cause of the matter is this, as an old driver who has been in the digital circle for many years, Shichao found such a very common phenomenon.
That is, when many bloggers output some views, they will cite the data of third-party research institutions to provide strong support for their views, or use these data to predict future market trends.
Huh, it's a reasonable~
In the digital field, Counterpoint Research is definitely one of the most mentioned market research agencies, basically every once in a while, it will publish some industry reports.
These reports are quickly cited by major portals and digital bloggers.
With curiosity, Shichao also went to the official website of Counterpoint Research.
One thing to say, I originally thought that its industry analysis reports were all a pile of various professional words and data charts, which were like academic papers, and it would inevitably look a little boring.
I didn't expect many of these reports to be quite interesting! For example, we all know that mobile phone manufacturers are not having a good time now, because the economic downturn and the market is approaching saturation have made it more and more difficult to sell mobile phones, but manufacturers have to continue to participate in internal rolls.
I believe many people will be curious about what is the current situation in the mobile phone market, is it really that bad?
According to Counterpoint's latest research, the global smartphone market has experienced eight consecutive quarters of decline, and global smartphone shipments may even hit a decade low this year.
Global smartphone shipments 2014-2023 (million units)
The global environment is like this, and the domestic situation is naturally similar.
China's smartphone sales in the second quarter hit their lowest level since 2014, down 4% year-on-year; Although the 618 period boosted a wave of mobile phone sales due to promotions, it was still not as good as the same period last year.
Market share of major OEMs during 2022 and 2023 618
To be reasonable, before I saw these data, I originally thought that this year's smart phones, especially domestic mobile phones, were ushering in a great leap in performance while the price war was still fighting so fiercely, it should not sell badly.
It turns out that I am too optimistic, the mobile phone released this year is fragrant, whether you are willing to pay for a replacement is another matter, the old mobile phone is not unusable, do not buy 100% save ~
But then again, the overall sales of smartphones have shrunk and shrunk, and I have found that individual mobile phone manufacturers are actually quite moist.
Among the top five brands such as Samsung, Apple, Xiaomi, OPPO and Vivo, Apple's shipments fell the most year-on-year, and Apple's market share hit a record high in the second quarter of this year.
Global smartphone market by major OEMs (%)
As for the reason, naturally because the sales of high-end mobile phones are less affected, there are still many people willing to pay for a better machine experience, and it is no wonder that domestic manufacturers are impacting high-end ~ in recent years
Not only that, but Fruit has also taken advantage of this wave of premiumization to achieve record shares in a number of new markets that were not previously considered its core market, with sales in India alone increasing by 50% year-on-year.
According to Counterpoint, Apple is even likely to break Samsung's record of winning the world's first mobile phone sales for 11 consecutive years, and is expected to become the world's first brand for the first time.
Good guy, the fruit is a win ah...
In addition, Samsung's share in overseas markets is still as high as ever, and it is no wonder that this domestic area has always been ignored...
In addition to Apple, thanks to Huawei's product release rhythm returning to normal this year, coupled with its original success, Huawei's smartphone sales in the second quarter also increased by 58% year-on-year.
Including OnePlus, this year, with the support of OPPO's "tens of billions of subsidies" and sales channels, OnePlus maintained a strong growth momentum in the first quarter, achieving a year-on-year growth of 254% in the second quarter.
At the same time, OnePlus also makes up for the lack of OPPO's online influence, and it seems that OPPO's decision to choose to incorporate OnePlus back is quite correct.
However, from the perspective of domestic market share.
Vivo ranks first with a market share of 17.7%, and Apple and OPPO (including OnePlus) are tied for second with a share of 17.2%, followed by Honor and Xiaomi, and then Huawei and others.
Many people may not know that the pattern of the domestic mobile phone market has gradually developed from the original "Huami OV" to today's "VO Rongmi", and this new pattern seems quite stable at present.
It is estimated that the situation will not change until Huawei reuses 5G...
In short, the smartphone market environment has long been different, this "cake" is getting smaller and smaller, while manufacturers are also staring at the cake in the hands of others, are trying to grab more from each other.
Of course, the situation is not so bad.
According to the Counterpoint report, in the context of the overall decline of the global smartphone market, the folding mobile phone market has seen strong growth, and domestic folding mobile phone sales have soared by 117% year-on-year.
Although there is still a lot of controversy in folding screen mobile phones, it is foreseeable that there will be only a lot more folding screen mobile phones on the market in the future.
After all, for these manufacturers, folding screens can not be the mainstream in the future, but it is a good way to make up for the lack of influence of their own brands in the high-end market through folding screen mobile phones~
Although Samsung made folding screen mobile phones relatively early, many domestic manufacturers have long been catching up, in the hinge technology is not lost to Samsung, plus Apple has not yet entered the game, the advantage is still on our side.
And it should not be said that in the context of the overall sharp decline in global mobile phone shipments, major mobile phone manufacturers have done everything possible in order to increase brand exposure and promote mobile phone sales as much as possible.
The next mobile phone market will only become more and more exciting~