In the first quarter, in the domestic mobile phone market, Huawei can be said to be headwind, with the hot sales of many of its new models, regained the domestic mobile phone market share of the throne. According to data from a number of authoritative institutions, Huawei's domestic market share of mobile phones in the quarter of 2024 will exceed 17%, ranking first in the industry.
This achievement is not easy to come by. In the same period last year, affected by factors such as chip shortages, Huawei's mobile phone shipments and sales declined to varying degrees. However, with the improvement of supply chain issues and Huawei's unremitting efforts in the research and development of new products, a series of popular new models have been launched, allowing Huawei to regain the favor of consumers.
The much-anticipated Mate 60 series is the biggest contributor to Huawei's return to the top. This flagship model equipped with the self-developed Hongmeng system has left a deep impression on consumers with its excellent image system, strong navigation ability and stylish design. It is understood that the Mate 60 series has maintained a hot sales trend since its launch, becoming the biggest driver for Huawei to regain the domestic market share championship.
In addition to the Mate 60 series, new mid-to-high-end products such as the Huawei nova 12 series have also contributed a lot to Huawei's sales. These models not only have outstanding performance in hardware configuration, but also have an excellent user experience in photography, games, audio-visual entertainment, etc., which can be said to be a cost-effective choice. According to data, the hot sales of the nova 12 series have made Huawei's domestic mobile phone activation volume in the week of 2024 already surpass Apple and other brands, and regain the top spot in sales.
Although Huawei's mobile phone regained its dominance in the domestic market in the first quarter, the strength of other domestic mobile phone brands should not be underestimated. For example, vivo and OPPO, according to the data of a number of institutions, the domestic market share of the two brands in the first quarter was about 15%, followed by Huawei, which can be described as a veritable "national mobile phone".
vivo and OPPO can occupy such an important position in the domestic market, largely thanks to the deep cultivation of offline channels of the two brands. Whether it is a first- or second-tier city or a third- or fourth-tier city, vivo and OPPO's offline stores are quite extensive, providing consumers with great convenience for purchasing machines. The two brands also attach great importance to the construction of offline experience stores, so that consumers can experience the functions of mobile phones in person, so as to enhance their desire to buy.
On the other hand, vivo and OPPO are also quite scheming in their new product strategies. Both brands have adopted a full-line product layout of "high, medium and low", whether it is a flagship model, a mid-range model or a thousand-yuan model, there are new products with different positioning to meet the needs of different consumer groups. For example, vivo's X90 Pro+ is a flagship phone with a first-class imaging system, while the iQOO Neo7 is a high-performance gaming phone aimed at young people.
Unlike vivo and OPPO, Apple has always adhered to its high-end line. According to the data, Apple's domestic market share in the first quarter was about 15%, ranking mainly due to the hot sales of the iPhone 14 series. Apple's market share of high-end mobile phones in China has exceeded 60%, which shows that the high-end positioning of its products has been recognized by consumers.
In addition to the above brands, other domestic mobile phone manufacturers such as Xiaomi and realme are also not to be underestimated. Xiaomi, with its cost-effective Redmi series, also performed well in the domestic market share in the first quarter. Realme, on the other hand, is aimed at young people and has won the love of many young users through a series of interesting marketing activities.
Which brand is the name of the domestic mobile phone market in the first quarter? According to BCI data reported by Sohu, in the last week of 2023 (W52), the ranking is Honor mobile phones, with a market share of 12.5% at that time, down from 14.1% last week.
The market performance of Honor mobile phones is actually going all the way up. With the launch of the nova 12 series, Honor's market share has rebounded to 19.2% in the week of 2024, returning to the top of the sales list. This data also confirms the rationality of Huawei's mobile phone regaining the championship in the first quarter.
As a sub-brand of Huawei, Honor mobile phones have always won the favor of a large number of young users with excellent cost performance. The nova 12 series of mobile phones is a typical example, it not only performs well in photography, games, etc., but also has a relatively affordable price, which makes many consumers favor it.
In the next quarter, the competition pattern of the domestic mobile phone market will continue to be fierce. There is no doubt that major brands will launch their own new models, and make innovations and breakthroughs in hardware configuration, imaging systems, aviation capabilities, etc., to attract the attention of consumers.
For Huawei mobile phones, whether the good momentum of the first quarter can be extended depends largely on the performance of new products. It is understood that Huawei will launch new models such as the Mate 60 Pro next month, and it is believed that once these new products are launched, they will add impetus to the sales of Huawei mobile phones.
Other brands won't sit still. Brands such as vivo, OPPO, and Xiaomi all have new models on the way, and they undoubtedly hope to expand their market share through the hot sales of new products. For consumers, they can expect more high-quality new mobile phones to be launched in the coming period.