Text: Connected Fish
Recently, a report by IDC showed that in the first quarter of 2024, China's smartphone shipments reached a staggering 69.26 million units, an increase of 6.5% over the same period last year, which far exceeded industry expectations.
Among them, Honor and Huawei are neck and neck, occupying the top spot in market share, and the Android camp has ushered in a year-on-year growth of 9.3%.
From the perspective of market performance, the rise of Honor has successfully attracted a large number of consumers thanks to the increase in artificial intelligence (AI) functions, as well as all-round upgrades such as images and screen displays. For example, the first quarter shipments of the Honor Magic6 series exceeded the combined shipments of the previous generation in the first two quarters of the first two quarters.
With the help of folding screen products, Honor's shipments in the high-end market of more than 4,000 yuan increased by an astonishing 123.3% year-on-year.
If the rise of glory is the sharpness of new forces, then Huawei's recovery shows the resilience of veterans. Since the return of high-end aircraft to the market, the year-on-year growth of shipments in the first quarter has reached a staggering 110%.
The Mate 60 series continues to sell well, and the nova 12 series also dominates, contracting almost one-third of the quarterly shipments. Although the performance is not top-notch, the comprehensive experience is very friendly, and more importantly, with the highest localization rate, it is rare to be able to sell so well in the high-end market.
OPPO and vivo, two brands also from Guangdong, are not to be outdone. OPPO has won a 15.7% market share with the solid performance of the Find X7 series and Reno 11 series in certain price segments, demonstrating its deep foundation in AI technology and product design.
Although vivo's market share has declined, it has demonstrated its tenacity and wisdom in the face of adversity through prudent market strategy adjustments, in-depth cooperation with channels, especially the outstanding performance of the sub-brand iQOO, with a year-on-year increase of 15.9%, and the hot sales of the folding screen product X Fold3 series.
In contrast, Apple's performance in the Chinese market has been slightly bleaker. Although the iPhone 15 Pro Max became the best-selling model during the Chinese New Year, overall shipments fell by 6.6%. This reflects the need for Apple to make more efforts in hardware and software innovation and price in the face of fierce competition and rapid iteration in the Android camp to maintain its leading position in the high-end market.
It's time for Apple to reflect on the fact that if it wants to maintain its competitive edge in the Chinese market, it must deeply understand and respond to consumers' desire for technological innovation in existing Apple products, otherwise the challenges will become more severe.
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