In the fourth quarter of 2018, the global smartphone market continued to decline, but major manufacturers continued to grow in general. However,from
Top 5 manufacturers, the brother's second brother is poor, Samsung's supplies continue to decline, Apple also fell11.5%, pulling performance throughout the year. ButHuawei's deliveries have increased by 43.9% compared to this trend, which is extremely appealing to heads manufacturers.
In terms of annual performance, Huawei is also the fastest growing, delivering up to 206 million units, and the gap with Apple is less than 3 million units.
The worst year for the global smartphone market, China's fall of 10 percent is dragging on the market
According to IDC data, global smartphones delivered 375.4 million units in the fourth quarter, down 4.9 percent year-on-year, and the fifth consecutive quarter fell. In 2018, deliveries amounted to 1.4 billion units, down 4.1 percent for a year. This is the worst year for the global smartphone market.
IDC believes Q1 will continue this bad situation in 2019, and the market may continue to decline further this year. Ryan Rait, vice president of the Global IDC Tracking Program, said that despite the rapid growth of several markets like India, Indonesia, South Korea and Vietnam, other regions are not optimistic.
Focusing on the core of the market, the sharp decline in the Chinese market is the main reason for pulling the market.
The Chinese market spends 30 percent of the world's smartphones, and shipments in 2018 fell by more than 10 percent over a one year period. As consumption falls, high supplies are a major challenge to the Chinese market. However, Huami OV has declared Apple's share and many small manufacturers, and its share in the Chinese market has further expanded, from 66% in 2017 to 78%.
There are other factors that have caused the fall of the market.
The primary reason is an extended consumer substitution cycle. At the same time, the penetration rate of smartphones in the world's main markets continues to increase, and the digging area is further reduced, and the uncertainty caused by trade disputes has intensified this situation.
In addition, consumers are increasingly disappointed with the price increase.
The average selling price of Top 6 manufacturers worldwide has increased significantly. Apple's revenue report for 2018 for the fourth quarter showed that due to Apple's unsuitable strategy for pricing and strengthening the US dollar, the volume of sales in emerging markets, represented by China, dropped drastically, with Chinese revenue falling dramatically 27 percent.
Anthony Scarsella, a global IDC mobile phone, a quarterly tracking research manager, said that as replacement rates on mobile phones continue to amuse in many markets, vendors will need to find a new balance to balance the functionality, design and price of their phones.Later in the year, the arrival of 5G and foldable devices can bring new vitality to the industry, depending on how sellers and operators sell and make consumers feel the convenience of these technologies.
However, these new devices are expected to increase the average selling price due to increased costs such as new displays and chipsets. In order to attract consumers, operators and retailers should fully extend the benefits of trade as a subsidy to promote the upgrade in 2019.
Head company continues to strengthen, contravarian growth of Huawei by 44%
Although the broader market fell, the top five smartphone manufacturers continued to strengthen fully, accounting for 69% of total shipments of smartphones in the fourth quarter, from 63% a year ago. Vivo is currently ranked sixth. If you count live, the share of the company's head reaches 75% and continues to grow.
It is worth mentioning that for the first time in this quarter, the three manufacturers have exceeded 60 million units in one season, namely Samsung, Apple and Huawei. For the whole year, for the first time, consignments of three producers broke 200 million units. Samsung, Apple and Huawei entered "200 million clubs", which opened a clear gap with Xiaomi and OV.
In the fourth quarter, Samsung delivered 70.4 million units, down 5.5 percent over a one year period. This is the fifth consecutive quarterly decline of Samsung. Its market share fell below 20% to 18.7%. Shipments for the year were 292.3 million units, a decrease of 8 percent over a one-year period, making it the sole vendor to reduce production on the market.
Apple's performance is also unsatisfactory.
IPhone sales fell 11.5 percent in the fourth quarter, making it the worst in the quarterfinals.IPhone sales fell 3.2 percent over a year, slightly better than the wider market situation. Apple's total deliveries in the first three quarters rose slightly by 1%. The traditional sales season did not contribute to the achievements throughout the year in the fourth quarter. Due to the lack of innovation and pricing strategy beyond the availability of emerging markets, the new iPhone sales are weak.
Since Qualcomm's lawsuit and global network coverage of 5G is not perfect, Apple is unlikely to launch the 5G iPhone as its competitors in 2019, which means Apple should release a powerful iPhone and say it in the ecosystem. Enough story to attract users.
The three Chinese manufacturers in the Top 5 all recorded growth, and Huawei performed particularly well.
In the fourth quarter, this trend increased by 43.9%, and the annual consignment exceeded 200 million units for the first time, an increase of 33.6%. Huawei's preeminent brand has grown significantly, and its shipments are close to half of Huawei's total.
OPPOIn the fourth quarter, deliveries amounted to 29.2 million units, and global action reached 7.8%. For the first time in five quarters, Xiaomi jumped to fourth place. Annual deliveries amounted to 113.1 million units, an increase of 1.3% over a year. Although the growth rate slowed significantly in comparison with previous years, it is still worthy of success to maintain growth in the current situation.
As a result of the sharp decline in the Chinese market, global shipments increased by only 1.4%. By contrast, the growth rate of milt in the first three quarters was above 20%. Due to the rapid spread of foreign markets, Xiaomi supplies in 2018 increased by 32.2 percent over a year, exceeding 100 million units for the first time.
In 2018, Xiaomi quickly expanded to foreign markets, with India and Indonesia being its most important foreign markets. In addition, Xiaomi began to gain the foundation of the Western European market, and will focus on the development in 2019. However, since the second half of the year, Xiaomi sharply reduced to the domestic market, which is a problem that Xiaomi needs to solve.
In January this year, the Red Rice brand operates independently and announced new machines on the domestic market in half a year. The red rice independence helps to boost the power of the Xiaomi brand and the domestic delivery of red rice, helping Xiaomi resist the downward trend.