The mobile phone market reshuffles, the glory of the bottoming and rebounding enters the top three to overtake Xiaomi
In the past two days, a number of market research institutions have announced the third-quarter shipment rankings of mobile phone manufacturers. In the domestic market, the market share of vivo mobile phones reached 23% in the third quarter, ranking first, and OPPO ranked second with a 20% share. Glory entered the top three in China for the first time after independence, and its share surpassed Xiaomi.Apple accounted for 13%, ranking fifth. From the perspective of the global mobile phone market, Samsung ranked first in shipments in the third quarter, and Apple surpassed Xiaomi to return to second place.
On August 10 this year, Lei Jun announced the next goal of Xiaomi: to win the world’s number one in three years. Now withgloryAfter bottoming out in the domestic market and targeting overseas markets, Lei Jun is facing considerable pressure.
Domestic market: vivo wins first place in China again, surpasses Xiaomi in glory
On October 29, the market research institution Counterpoint Research released a report showing that China’s market intelligence in the third quarter of 2021cell phoneSales fell 9% year-on-year, but increased 3% month-on-month to 76.5 million units.
With a market share of 23%, vivo mobile phones once again become the number one in the domestic mobile phone market, with sales of approximately 17.6 million units, a year-on-year increase of 21%.
In second place isOPPOMobile phones, it has a 20% market share, and sales have increased by 26% year-on-year.
Ranked third is the Honor mobile phone, which has a 15% market share and an astonishing 96% month-on-month growth. Glory’s market share rose from 7.7% in Q2 to 14.7%, almost doubled.
In fourth place is Xiaomi mobile phone, its market share fell from 17% in the second quarter to the current 14%. Xiaomi’s mobile phone sales were approximately 10.71 million units, a year-on-year increase of 15%, but a month-on-month decrease of 14%. In fifth place is Apple, which has a market share of 13%.
Commenting on the performance of major vendors, Counterpoint senior research analyst Ethan Qi said: “Due to the return of Honor in the third quarter of 2021, the entire smartphone market will be shuffled again. Vivo and OPPO continue to lead with 23% and 20% market shares. Market. Honor’s share quickly rose to third place, slightly surpassing Xiaomi. Compared with other major Chinese OEMs, Honor and Xiaomi’s online channel sales accounted for a relatively high proportion, so it is expected that Xiaomi will be more affected by the return of Honor.AppleThe ranking will remain unchanged in the third quarter of 2021, but it is expected that Apple’s market share in the fourth quarter will increase withiPhoneThe debut of the 13 series rose. “
Data from Canalys, another market research organization, also shows that in the third quarter, vivo took the lead in the domestic mobile phone market with shipments of 18.3 million units. OPPO (includingOnePlus) Ranked second with shipments of 16.5 million units; Honor entered the top three with 14.2 million units, and its market share rose from 9% in the second quarter to 18% in the third quarter; Xiaomi shipped 10.9 million units , Due to the shortage of supply, the domestic share declined slightly, ranking fourth this quarter. Apple’s shipments ranked fifth, with shipments reaching 8.3 million units.
According to Canalys analysis, the Chinese mobile phone market in the third quarter drove shipments following the pace of new phone releases. At the same time, the distribution of market share also presents a new pattern. Glory and Apple will be the focus of market attention in the second half of this year.
The Daily Business News recently reported that after the biggest obstacle to overseas business has been resolved, Honor has embarked on a new global journey to fully enter the overseas market. On October 26, the Honor 50 series was launched in many countries in Europe, Africa and other regions. At the same time, Honor further disclosed its target list for entering the global market. “It will be launched in France, Britain, Germany, Italy, Spain, Belarus, Saudi Arabia, Egypt, Iraq and other countries in early November. Among them, Honor 50 will be launched in more than 40 countries overseas.”
Regarding the layout and development of Honor in the global market, CEO Zhao Ming had made a good prediction: “The focus of Honor’s overseas market this year is to restore. Restoring our local operations, channels and retail capabilities is equivalent to what we experienced in the Chinese market at the beginning of this year. process.”
However, it is not easy for today’s new glory to regain a place in the overseas market where the crowds are competing. The tight global component supply caused by the epidemic has brought huge challenges to the supply chains of major mobile phone manufacturers. In addition, in overseas markets, Honor not only has to faceSamsung, Apple andHuaweiAnd other giants, there is fierce competition from other domestic mobile phone brands.
Previously, Honor was an Internet mobile phone brand. After channel vendors participated in the acquisition of Honor, the offline market became an important force for Honor. In August, Honor CEO Zhao Ming said in an interview at the Honor Magic3 conference that Honor offline sales accounted for nearly 70%. As of the end of August, the number of Honor experience stores has increased by 68% compared to the beginning of 2021.
On October 3, Zhao Ming posted on Weibo that more than 300 new glory stores were unveiled, which is the support and trust of users and the market for glory.
Xiaomi is also speeding up shop opening. On October 30th, Lei Jun announced the opening of the 10,000th store of Mi Home.
On October 28th, a partner of Xiaomi Group, President of China Region and International Department,RedmiBrand general manager Lu Weibing said, “Xiaomi Home has been exploring new retail for 6 years. In the first 5 years, we only opened more than 2,000 stores. In the last year, we opened nearly 8,000 stores.” Lu Weibing also said that Xiaomi Home The coverage rate in the county market exceeds 80%.
International market: Apple returns to second place in the world
Look at the international market again. On October 29, the latest data from the market research organization IDC showed that global mobile phone shipments fell by 6.7% year-on-year in the third quarter of this year, while Apple bucked the trend and grew by 20.8%, returning to the second largest global sales ranking.
Let’s take a look at the ranking of each mobile phone brand in the third quarter:
Champion: Samsung, with shipments of 69 million units and a market share of 20.8%, a year-on-year decrease of 14.2%;
Runner-up: Apple, with shipments of 50.4 million units and a market share of 15.2%, a year-on-year increase of 20.8%;
Third place: Xiaomi, with shipments of 44.3 million units, market share 13.4%, down 4.6% year-on-year;
Vivo and OPPO tied for fourth place, with shipments of 33.3 million units and 33.2 million units, respectively, with a market share of 10.1% and 10%.
The biggest change in the ranking is that Xiaomi has returned to the third place in the world and Apple has returned to the second place in the world. The two brands have been reversed.
In the third quarter of 2014, Xiaomi entered the world’s top three for the first time, but soon fell out of the world’s top five. In the third quarter of 2020, Xiaomi returned to the third place in the world. Just two quarters later, Xiaomi’s global ranking has risen by one place.
According to IDC’s previous report on the global smartphone market share in the second quarter of this year, global smartphone shipments in the second quarter increased by 13.2% year-on-year. Among them, Xiaomi surpassed Apple for the first time with a 16.9% share and became the world’s second largest smartphone supply. business.
Lei Jun said at the time that second place in the world means greater challenges and greater responsibilities. Xiaomi stands at this height for the first time, and it is bound to face a fierce and anxious tug-of-war. Compared with the current celebrations, Lei Jun is more looking forward to the fact that Xiaomi can truly take the second place in the world as soon as possible.
Then on August 10, at the 2021 Lei Jun annual speech and Xiaomi’s autumn new product launch conference, Lei Jun proposed a new goal: to win the world’s first place in three years.
Lei Jun mentioned in his speech, “Don’t underestimate the strength of world-class giants. We are still a young company. We need to be very calm to see the gap, continue to lay a solid foundation, and steadily build a solid foundation. The current task of Xiaomi is to truly stand firm in the world. 2. “Continuously improving user experience, taking advantage of intelligent manufacturing, and steadily practicing the high-end road are exactly the issues that Xiaomi needs to focus on in the new decade.