The analysis agency analyzed the data of the domestic mobile phone market at the end of March (the 13th week of 2023). The data shows that only Apple and Huawei have achieved sales growth, and the shipments of other domestic mobile phone brands are still declining, highlighting Apple’s price cuts and Huawei’s launch Thousand yuan phones have achieved sales growth.
The analysis pointed out that the sales volume of the domestic mobile phone market continued to decline at the end of March, but the decline has slowed down significantly, down only 2%. Compared with the decline of more than 10% in 2022, it has slowed down significantly. My mobile phone freezes, and I start to buy new mobile phones.
However, the data also shows that the increase in shipments mainly comes from Apple and Huawei. If these two mobile phone companies are removed, the decline in shipments of other mobile phone brands will expand to 4%, highlighting that the measures taken by other mobile phone companies have not able to reverse the downward trend.
Apple has the fastest growth rate of shipments, with shipments increasing by 10% year-on-year in the 13th week of 2023, ranking first in growth rate. Apple has achieved rapid growth because the previous price cuts of iPhone 14 and iPhone 14plus failed to boost sales. Then it began to cut the price of the more popular iPhone 14 Pro at the beginning of this year.
Apple’s iPhone 14 and iPhone 14plus are replicas of the iPhone 13, which also use Liu Haiping and the A15 processor, but the starting price is 800 yuan more expensive than the iPhone 13, so the price will start to drop after about a month of listing. In 2022, Double Eleven will even cut prices by more than 1,000 yuan. , which once drove the sales of these two mobile phones, but the upsurge only lasted for a period of time. In the end, Apple’s Q4 sales in 2022 were only more than 70 million units, far from reaching the goal of more than 80 million units.
Due to the poor overall sales of the iPhone 14, Apple CEO Cook was also blamed by the board of directors, and there was even news that the board of directors asked him to resign. Under pressure, the iPhone 14 Pro began to cut prices earlier this year. The iPhone 14 Pro adopts a brand-new pill screen design and the new A16 processor. It sold well at the beginning of its launch, but the high price led to insufficient stamina. After the price cut, it finally reversed the sales decline.
Huawei's mobile phone shipments in 2022 will be about 28 million units, which is a drop from 35 million units in 2021, mainly because it was mainly high-end phones at that time and only supported 4G, and consumers were not willing to pay high prices for them. 4G mobile phone. Since the end of last year, Huawei has finally let go of its arrogance and has also begun to launch thousand yuan phones.
It can be seen from the e-commerce platform that the price of Huawei Enjoy 20E is as low as 949 yuan. In the current situation where there are very few mobile phones of the top three domestic mobile phones that are less than 1,000 yuan, relying on the appeal of the Huawei brand, even the 1000 yuan phone is still It has a strong attractiveness, which has driven its weekly sales to rebound rapidly, with a market share of 10.9%, and its market share has rebounded to more than double digits since 2021.
Facing Huawei has also begun to lower its profile, other domestic mobile phone brands are still sticking to their face. The price of recently released mobile phones is generally close to 2,000 yuan, and there are very few thousand-yuan phones. Other domestic mobile phone brands have forgotten that they were able to beat Samsung in the domestic market because they launched a large number of thousand yuan phones, and even the benchmark price of high-performance mobile phones was only 1999 yuan, but now they abandon low-end users and are voted by consumers with their feet Inevitably.
It is inevitable that the domestic high-end mobile phone market will be monopolized by Apple. In 2022, Apple will occupy nearly 80% of the domestic high-end mobile phone market, while domestic mobile phone brands will only occupy about 21% of the high-end mobile phone market. Apple's monopoly in the high-end mobile phone market lies in its brand appeal. The A-series processor is two years ahead of domestic mobile phones, and the smoothness of the iOS system is unmatched.
Faced with the fact that Huawei has begun to lower its profile and launch mobile phones with a price of less than 1,000 yuan, should other domestic mobile phone brands also recognize the reality, refocus on this low-end market, and re-attract the market with more attractive mobile phone models? What about domestic consumers?