The saturation of the domestic market has led to a slowdown in sales growth and there is no sign of another growth. Therefore, the Chinese mobile army corps has set their sights on overseas markets, and since last year, domestic mobile phone manufacturers have gradually become "landscapes". Some insiders pointed out that the overseas market in the next two years will be the main driving force for the growth of domestic mobile phone manufacturers.
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Huawei's counter-trend growth OV meters slipped
According to the latest data released by market analysis company Canalys, the annual shipments of China's smartphone market declined for the first time in 2017, down 4% year-on-year to approximately 459 million units.
When the entire mobile phone industry was filled with sorrow, Huawei achieved a contrarian growth. The shipments in the Chinese market reached 90 million units in the whole year. In the fourth quarter alone, shipments increased by 9% to 24 million units. The best performing quarter in the history of the local market.
Although OPPO and vivo maintained their second and third positions in China, sales also suffered setbacks in the fourth quarter, with shipments of 19 million and 17 million units respectively. In the fourth quarter of the millet, the growth rate of the domestic market also declined, and the market share ranking was surpassed by Apple to fall to the fifth place.
Going out into the sea and becoming a "landscape"
Under the circumstance of weak growth in the domestic mobile phone market, “sailing out to sea†has become the unanimous move of domestic mobile phone manufacturers, including the domestic mobile phone brands in the markets of Europe, India and Southeast Asia.
In the Indian market, according to market research firm Counterpoint and IDC statistics, in the third quarter of last year, Samsung and Chinese mobile phone companies controlled 80% of the Indian smartphone market, while Apple only occupied 2.2% of the market share.
In the European market, Huawei has long dominated. In the first half of 2017, Huawei's smartphone shipments increased by 18% year-on-year. In emerging markets in Asia Pacific, Huawei has achieved breakthrough growth in Southeast Asia, Russia, Japan and Other regions and countries. The shipments of smartphones in Southeast Asia and shipments of smartphones in Japan and Korea have both increased by more than 45%.
In the US market, in order to gain a deep understanding of local market characteristics, consumer preferences, and usage habits, Huawei launched research and development and market layout in the United States several years ago.
It is understood that in Washington and California, Huawei has established offices and research and development centers, hoping to provide competitive products and solutions for American consumers. In terms of channels, Huawei has cooperated with public channels such as Amazon and Bestbuy.
Although there are still many non-commercial “thresholds†in the US market, industry insiders believe that Chinese mobile phone manufacturers will “break into†the US market sooner or later.
Compared with the fierce domestic market, overseas has a broader market space, but the challenges are also very large. On the one hand, for most domestic mobile phone manufacturers, the patent issue is still a problem. Manufacturers need to pay sufficient attention to technology research and development, increase investment, and fundamentally solve the patent problem; on the other hand, their own innovation ability to drive overseas consumers to change their machine will also be tested, under the dual pressure, the mobile phone market pattern in 2018 It is expected to be reshaped.
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