An e-commerce company’s ranking of hot-selling mobile phones in August showed that Xiaomi’s most mobile phone models were on the list, showing that Xiaomi’s mobile phones seemed to see hope of a rebound in the domestic mobile phone market, and Apple ranked first with iPhone11.
The domestic online mobile phone market has been led by Xiaomi for several years. After the launch of mobile phones in 2011, it has been dominating the online mobile phone market as the king of Internet marketing. By the third quarter of 2014, it won the first place in the domestic mobile phone market and the third in the world. Name, broke the pattern of the top four of old domestic mobile phones.
Faced with the rapid rise of Xiaomi, Huawei quickly changed its strategy and learned from Xiaomi’s Internet marketing model to launch the Honor brand. After the first quarter of 2017, Huawei’s Honor brand successfully defeated Xiaomi in the domestic online mobile phone market. After that, Xiaomi has been making domestic online mobile phones. The market no longer has an advantage.
Due to the failure of the online mobile phone market, the share of Xiaomi's mobile phone in the domestic mobile phone market has been steadily declining. In the second quarter of this year, Xiaomi has fallen to fourth place in the domestic mobile phone market, with a market share of only about half of vivo and OPPO, while Huawei is in domestic mobile phones. The market occupies an absolute dominant position. Huawei's mobile phone market share has climbed to 46%, becoming the second mobile phone company after Nokia to obtain more than 40% of the domestic mobile phone market.
In the face of market changes, Xiaomi has been adjusting in recent years. At the end of 2018, it split the Xiaomi brand and the Redmi brand. However, no effect was seen in 2019. The shipment volume continued to decline, but it was in the high-end market in the first half of this year. The mobile phone market seems to see hope.
Since the launch of Xiaomi Mi 10, sales in e-commerce channels have soared, surpassing Huawei, which has always been a leader in the domestic high-end mobile phone market. This year, the sales of P40 released by Huawei in e-commerce channels have been behind Xiaomi Mi 10. Xiaomi saw the light in the high-end mobile phone market, but continued to be suppressed by Huawei in the low-end market, and sales in the first half of the year did not rebound.
A ranking of hot-selling mobile phones announced by an e-commerce company in August shows that six of the top ten are Xiaomi’s mobile phones, among which the low- and mid-range Redmi K30 and Redmi 9 are on the list, while Huawei’s mid- and low-end phones are not. One is on the list, which means that Xiaomi also sees hope for a rebound in the low-end mobile phone market.
For Xiaomi, another opportunity lies in the fact that Huawei's mobile phone shipments are likely to continue to decline due to the lack of chip supply. Xiaomi is expected to fill the gaps in Huawei's outflow. In the European market, Xiaomi mobile phones successfully filled the vacancy of Huawei mobile phones. In the second quarter of this year, the shipment of Huawei mobile phones in the European market dropped sharply. The shipment volume of Xiaomi mobile phones increased significantly, and for the first time it became the top three in the European mobile phone market.
Foreign media believe that Xiaomi mobile phone will be the most promising mobile phone company to replace Huawei among the top three global mobile phones. The shipment of Xiaomi mobile phones in overseas markets will maintain a steady growth momentum. If it also rebounds in the domestic market, it will enter the global mobile phone market. The goal of the top three is expected to be achieved soon.
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