Market research agency Strategy Analytics released a report predicting that Samsung’s smartphone shipments this year will fall below 300 million to 298.5 million, a record low in recent years. The author believes this is due to the fierce attack on Chinese mobile phones around the world.
Chinese mobile phones go global
Chinese mobile phone brands account for nearly 90% of the domestic market. After laying a solid foundation in the domestic market, in recent years they are going overseas, only overseas markets, and give full play to their respective advantages to grab Samsung's market share.
Huawei was the first Chinese mobile phone brand to succeed in overseas markets. After gaining an advantage in the domestic market, Huawei quickly attacked overseas markets. In the early days, Huawei paid more attention to the higher-profit European market. Because of its advantages in the European communications equipment market and established good relationships with operators, it has developed smoothly in the European market, and has even achieved success in some countries such as Spain and Finland. The top two smartphone market shares. At present, Huawei has also begun to enter the emerging markets that it has neglected before, and for the first time this year, it ranks among the top five in the Indian smartphone market share, and has ranked first in the Russian smartphone market.
Xiaomi, OPPO, and vivo among the top four domestically produced companies chose to enter emerging markets due to insufficient patent strength. Xiaomi’s current overseas market is undoubtedly the most successful in the Indian market, where it is competing with Samsung for the first place in the Indian smartphone market; OPPO is the first to enter the Southeast Asian market and ranks second in the market; vivo is already in the Indian smartphone market The market won the third place. At present, both Xiaomi and OPPO have begun to enter the European market, and Xiaomi has already won the fourth place in the European market.
In addition, ZTE, Lenovo, etc. have also gained considerable market share in the US market. ZTE once ranked fourth in the US smartphone market. However, due to recent well-known reasons, ZTE may suffer some losses in the US smartphone market. frustration. In the African market, the Chinese mobile phone brand TRANSSION has become the king, occupying the first market share.
Chinese mobile phone brands are attacking the global market and are rapidly increasing their global market share. According to data released by IDC, in the second quarter of this year, three of the world’s top five mobile phone brands are Chinese mobile phone brands, namely Huawei, Xiaomi, and OPPO. The second, fourth, and fifth place, among which Huawei and Xiaomi have year-on-year growth rates as high as 40.9% and 48.8% respectively, OPPO also has a growth rate of 5.1%, and their combined market share has reached 33.7%. , Surpassing the sum of Samsung and Apple.
Samsung's mobile phone shipments declined rapidly
In the previous few years, Chinese mobile phone brands mainly expanded in the domestic market. Samsung’s share of the Chinese smartphone market fell rapidly from about 20% to the current 0.8%. However, relying on its advantages in markets outside of China, its quarterly Shipments can still remain at 77 million or more, and the number one position is quite consolidated.
However, with the global expansion of Chinese mobile phone brands, the market position of Samsung mobile phones is being further challenged. IDC’s data for the second quarter of this year showed that its shipments fell by 10.4% year-on-year to 71.5 million units in recent years. The quarterly low, which highlights the fact that the global expansion of Chinese mobile phone brands has begun to have a negative impact on it.
While Samsung’s mobile phone shipments declined, Apple’s shipments remained stable in the second quarter of this year. IDC data shows that iPhone shipments increased slightly by 0.7% year-on-year. This is because Chinese mobile phone brands all use the Android system, and the operating system used by Samsung mobile phones is also the Android system, which belongs to the Android camp. The first threat to the growth of Chinese mobile phone brands is Samsung, which is also in the Android camp.
The decline in Samsung's mobile phone shipments is also related to its lack of attention to the low-end market. After its share of the mobile phone market reached a peak of more than 30% in 2013, it began to focus on profit and mainly develop high-end mobile phones. , A significant reduction in the low-end mobile phone models, currently only two mid-end models are on sale in China’s e-commerce flagship stores, and there are no low-end models, and Chinese mobile phones generally have an advantage in the low-end market. The reason why its market share continues to fall.
Samsung seems to have recognized this error. Recently it announced that more innovative technologies will be introduced into mid-range models, hoping to compete with Chinese mobile phones in the mid-range market; Samsung has begun to pay attention to the low-end mobile phone market in the Indian market, and released this year The Galaxy J series of low-end mobile phones worth thousands of RMB, and relying on these low-end models to regain the first place in the Indian smartphone market in the second quarter of this year.
However, for now, it is clear that Samsung’s counterattack is not strong enough and its actions are not fast enough. This should be the reason why the market research agency Strategy AnalyTIcs estimates that its smartphone shipments this year have fallen below 300 million units. Faced with this This situation, it wants to quickly save the market share
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