Author: The first mobile phone industry Research Institute
In January 2018, there were data showing that the sales of Apple iPhone X in Q4 2017 reached 22.4 million units, and this figure made Apple CEO Cook a pleasure. The resulting iPhone X sales will exceed expectations and begin to flood the industry.
The first mobile phone industry research institute draws attention to the industry. As the world's largest mobile phone brand, Apple's iPhone has always had a group of very hardcore fans. Based on this, the iPhone X will have a good sales volume at the beginning of the sales, but what is interesting is that the iPhone X did not appear out of stock when the iPhone 6 and iPhone 6s went public.
On the contrary, in the Chinese mobile phone market, the iPhone X also fell below the official market price.
In summary, the first mobile phone industry research institute believes that the iPhone X's sales boom will last up to Q1 in 2018. Starting from Q2 in 2018, it will be fully blocked by Huawei, OPP O, vivo and Xiaomi's spring flagship new products.
In general, China's mobile phone market is in the fatigue period of the replacement era, and the market concentration of mobile phone brands will continue to escalate, which means that the gross profit of each major mobile phone brand will continue to decrease.
In addition, China's 4G began to enter the customs year, and began to meet the 5G, the operator's mobile phone subsidies will continue to decrease.
Based on this, the first mobile phone industry research institute believes that the Chinese mobile phone industry has entered the reshuffle period in 2018. Because the single-machine gross profit can no longer support store operations, it is necessary to build a composite profit model to survive. This is not just a question of retail channels, but also a place where mobile phone brands must think about change.
As far as the current development trend is concerned, in response to the fatigue period of the replacement era, retail terminals and mobile phone manufacturers must start the transition from “single machine gross profit†to “single customer gross profitâ€, and finally form the “single passenger annual gross profit†ecological chain.
Previously, the first mobile phone industry research institute predicted that a large number of non-comprehensive screen mobile phones were slow-moving, forming a certain amount of industry inventory. Recently, a preliminary estimate of multiple calibre channels combined with offline channels is currently approaching 50 million non-full-screen phones. It is estimated that the mainstream mobile phone brands in China will use the Spring Festival this season to cut prices. If there are no accidents, this batch of stocks will be completely digested around March.
Note that since September, koobee has become a dark horse in the second camp of Chinese mobile phone brands, and continues to enter the top 20 list of local mobile phone brand sales in Hubei, Hebei, Henan and Heilongjiang provinces. The reason behind it is nothing more than the fact that it is more than 8 years after the roots of the offline market, and finally broke out. It is reported that in the past 8 years, Coolby has launched more than 100 new mobile phone products, and the cumulative mobile phone sales have exceeded 30 million.
trend
According to the statistics of sales data of 10034 offline mobile phone stores in 221 cities in 25 provinces/municipalities/autonomous regions, the first mobile phone industry research institute completed sales of 32.61 million in the overall mobile phone offline market in mainland China in December 2017. Taiwan, a decrease of 27.8% year-on-year, an increase of 0.8% from November.
In 2017, Q4 China's mobile phone offline market sales reached 99.05 million units, down 19.77% year-on-year. In 2017, the sales volume of China's mobile phone offline market reached 394 million yuan, down 8.99% year-on-year.
The first mobile phone industry research institute predicts that the sales volume of China's mobile phone offline market in 2018 will be less than 3%.
As the iPhone X sales are temporarily impressive, and Samsung's slight recovery in the high-end mobile phone market has boosted the international brand mobile phone market share in the Chinese market, reaching 16.8%.
In December 2017, China's mobile phone offline market accounted for 79% of China's mobile phone market.
From the trend chart of the sales share of various price segments in the Chinese mobile phone offline market, it can be seen that the trend of mobile phone market share of more than 4,000 yuan continues to decline, and the highest historical record seems to be "tomorrow."
In December 2017, there were 63 new products launched in the mobile phone offline market in China, one TD-LTE and 62 FDD-LTE products.
The First Mobile Phone Research Institute stated that the monthly data source of China's best-selling mobile phone market analysis reports came from mobile phone chain hypermarkets in 25 provinces, reflecting only the market situation of domestic mobile phone chain hypermarkets.
Please note that the domestic mobile phone chain hypermarket mobile phone product profit model design is generally, the flagship mobile phone product gross profit space must be around 400 yuan. Based on this, Huawei, Apple and Gionee are often the first choice for mobile phone chain hypermarkets, while glory, vivo, millet and OPPO are the second choice.
It is also the province's mobile phone chain hypermarkets based on the above principles, leading to the "China's best-selling mobile phone market analysis report" released by the first mobile phone industry research institute is different from other research institutions.
In addition, in order to implement the spirit of the 19th National Congress of the Communist Party of China, we will actively implement the “One Belt, One Road†initiative, fully demonstrate the latest development achievements of the new generation information technology industry, promote the breakthrough of core technologies in the industry, and lead the reform of the supply side of the information technology industry, Ministry of Industry and Information Technology. The Shenzhen Municipal People's Government will jointly hold the 6th China Electronic Information Expo (CITE 2018) in Shenzhen from April 9 to 11, 2018. In the same period, the “China Smartphone Leading Brand Achievement Exhibition†will be held in the same period. The “One Pavilion, One Forum, One Award†method fully demonstrates the style and achievements of China’s smartphone internationalization, and promotes the international market of China’s smartphones to take off and upgrade. The event is organized by Shenzhen Flat Panel Display Industry Association and the first mobile phone industry. The institute co-hosted.
On April 10, 2018, the "China Smartphone Leadership Summit" will be held at the Shenzhen Convention and Exhibition Center, and the "China Good Mobile Phone TOP10 Brand" will be released. The selection method will be based on the research data of China's best-selling mobile phone market and Indian mobile phone market of the First Mobile Phone Research Institute, and combined with the research reports of GFK, IDC and Gartner.
data
According to Seven Star Mobile Phone Chain, Phone World, Guangxi King Communication, Sichuan Longxiang Communication, Guangdong Li Communication, Guangdong Xinxingyuan Mobile Digital Chain, Heilongjiang Lexus Mobile Phone Chain, Hainan King Tianchuang, Shanxi Taitong Technology, Shanxi Yuanda Communication, Hunan Qixin Communication, Jiangxi Lihua Communication, Hubei Jiuding Communication, Jilin Tiantian Mobile, Yunnan Jiuji Network, Gansu Yueda, Shaanxi Zhongren, Henan Brothers Communication Chamber of Commerce, Henan Guoyu, Henan Shengtian, Jiangsu Guowang, Hebei Runde, Xiamen Zhongqiao, Dixintong, Guizhou Chengxun, Huawei Communications, Dadi Communications, Chongqing Xiangjiayin, Hebei Guotong and other national mobile phone chain stores sales statistics show that in December 2017, the mobile phone brands sold in China's offline channels reached 111. One, compared with 112 in November, a decrease of one; in December, there were 86 models of mobile phones with a certain sales volume, an increase of 9 models compared with 77 in November.
The first mobile phone industry research institute believes that the number of mobile phone models in China's mobile phone market will once again rise to 86 highs in December 2017, indicating that the peak season of China's mobile phone market is coming.
Source: 10034 chain stores sample monitoring in 221 cities
Any mobile phone market monitoring data appearing in the report of the First Mobile Phone Research Institute, without special prompts, means that the sales of first-hand licensed mobile phones sold through physical retail channels within a certain period of time in mainland China do not include overseas and Hong Kong, Macao and Taiwan. Data, excluding e-commerce channel data, does not include sales data through wholesale channels.
China's mobile phone brand sales in December 2017 TOP 20
Huawei, OPPO, vivo, Apple, Gionee, Xiaomi, Samsung, Meizu, Glory, and China Mobile became the top 10 mobile phone brands in China in December.
Mito, Coolpad, Motorola, ZTE, Hisense, Coolby, Candy, Duowei, Red Rice, and Nubia ranked the top 10 of the TOP 20 of China's mobile phone brand sales in December to TOP 20.
The top 20 Chinese mobile phone brand sales in December is worth noting that Jin Li, who is caught in the volatility of funding shortage, has not reacted abnormally in the market.
In December 2017, there were 86 mobile phone models in the offline channel in mainland China, an increase of 9 models compared with 77 in November.
In December 2017, the basic distribution of mobile phone models in the offline channels in mainland China was: Huawei 17 models, Jin Li 11 models, vivo11 models, glory 9 models, OPPO 8 models, Apple 6 models, red rice 5 models, SUGAR candy. 3 mobile phones, 3 only, Samsung, Xiaomi 2 and 2 Chinese mobile, ZTE, red pepper, cappuccino, green orange, Huaying, Lily and Fengxunda.
It can be seen from the number of Chinese mobile phone brand sales TOP10 running volume models that Huawei continues to increase low-end mobile phone models.
China's best-selling mobile phone TOP 20 in December 2017
Vivo X20, OPPO R11s, Huawei Enjoy 7 Plus, Huawei Mate10, OPPO A57, Huawei nova2S, vivo X9S, Huawei Mate10 Pro, Huawei nova2 Plus, and iPhone X became the top 10 mobile phones in China in December.
Vivo Y66, Huawei enjoy 7, glory play 7X, millet 5X, Huawei Maiman 6, red rice Note5A, vivo Y66i, glory V10, iPhone 8 Plus, red rice 5 Plus ranked December TOP 11 of China's best-selling mobile phone TOP 20 To TOP 20.
It is worth noting that both Xiaomi and Red Rice have entered the top-selling mobile phone TOP 20 in China, again indicating that the Xiaomi model is worthy of consideration by the entire mobile phone industry, and the subversives may still be around.
In December, China's best-selling mobile phone TOP 20, more than 2,000 yuan price model of 10 models; 1500-1999 yuan price segment models accounted for 2; 1,000 yuan -1499 yuan price segment models accounted for 7; 1,000 yuan or less machine Type accounts for one.
The average price of 20 best-selling mobile phones was 2,648 yuan, down by 3,9% from November's 3,077 yuan, mainly due to the entry of red rice into the TOP20 list.
China's best-selling mobile phone TOP 50 in December 2017
In December 2017, China's best-selling mobile phone TOP50 is worth noting that the iPhone 7 unexpectedly disappeared, and the iPhone 8 also missed the list. The first mobile phone industry research institute learned from offline channels that because iPhone 7 and iPhone 8 are too similar, consumers can't choose from it, and they simply don't pay.
China's best-selling mobile phone supply chain and core component market trends
Since the best-selling mobile phone is used as an analysis sample of the mobile phone supply chain and core components, the market analysis of the mobile phone core components released by the First Mobile Phone Research Institute is generally higher than the market.
Full screen
In December, China's best-selling mobile phone TOP 50 full-screen mobile phone rose to 14 models, namely vivo X20, OPPO R11s, Huawei nova2S, Huawei Mate10 Pro, iPhone X, glory play 7X, Huawei Maimang 6, glory V10, red rice 5 Plus , OPPO A73, Huawei enjoy 7S, Gionee M7, OPPO? A79, red rice 5, an increase of 55.6% from November.
(Note: The full-screen model is based on a screen with a ratio of 18:9 or higher)
In December, most of China's best-selling mobile phone TOP 50 mobile phone screens ranged from 5.0 inches to 5.5 inches, accounting for 42%, but the number of mobile phone screens exceeding 5.5 inches increased from 13 in October to 16 in December. Mobile phone screen screens account for more than 80%, there are 4 models.
The high screen ratio of the full screen makes the processing requirements more precise. At present, Shengxiong Laser's picosecond laser cutting technology is the best solution for comprehensive screen shaped cutting technology. Shengxiong Laser has been focusing on picosecond laser technology and equipment research and development since 12 years. At present, the application of picosecond laser cutting technology in glass cover cutting, ceramic cover cutting and sapphire cover cutting has matured and occupied the domestic market. Part of the order.
artificial intelligence
(Note: The artificial intelligence setting standard is to use face unlocking)
Since the consumer-level cognition will basically have the face recognition function, as the sign of whether the smart phone has the artificial intelligence function, the first mobile phone industry research institute also began to try statistics.
In December 2017, the models with artificial intelligence were: vivo X20, OPPO R11s, Huawei nova2S, iPhone X, vivo Y66i, Glory V10, OPPO A73, Huawei Enjoy 7S, Samsung Galaxy S8+, OPPO? A79.
Waterproof technology
In December 2017, the best-selling mobile phone TOP 50 has five waterproof models, namely Huawei Mate10, Huawei Mate10 Pro, iPhone X, iPhone 8 Plus, and Samsung Galaxy S8+.
The first mobile phone industry research institute believes that since Apple's after-sales sales are held throughout 2017, if the mobile phone with waterproof function has liquid infiltration, it is not responsible for the warranty principle, and finally allows consumers to accept the boundaries of the new waterproof function of mobile phones. It will lead to more and more mobile phone manufacturers' flagship models to actively increase the waterproof function.
Touch display
In December, China's best-selling mobile phone TOP 50, the use of AMOLED screen dropped to 8 models, indicating that the full screen has begun to replace AMOLED as a mobile phone selling point.
It is worth noting that since the acquisition of Jiangfen Magnetic Materials in 2014, Dijing Optoelectronics has become the Group's heavyweight industry. In 2015, Dijing Optoelectronics' net profit reached 113 million yuan, reaching 153 million yuan in 2016. It has exceeded its performance commitment for two consecutive years and became one of the most important assets of Jiangfen Magnetic Materials. Its customers include Huawei, ZTE, Meizu, Lenovo, Samsung and many other domestic and foreign mobile phone terminal manufacturers. At present, Dijing Optoelectronics' display and touch module capacity accounts for about 10% of the Chinese market, and the display module production capacity is 12.5KKPCS/M as of July 2017; the full fit capacity is 9.0KK PCS/M, profiled The cutting capacity has reached 4.0kk PCS/M.
Body material
In December, China's best-selling mobile phone TOP 50, with 27 metal back covers, accounted for 54%; glass back cover has 8 models, plastic back cover has 15 models, ceramic back cover 0 models.
According to news from equipment manufacturers, 20% of the back cover materials of the flagship models of China's mobile phone mainstream brands will use glass materials in 2018, and the ceramic back cover will increase rapidly. The fundamental reason why the ceramic back cover grows slower than the glass material is the cost. At present, the cost of the ceramic back cover is about 1.5 times that of the glass back cover.
However, the advantage of the ceramic back cover material is that it feels like jade, which is more resistant to falling and more wear-resistant than glass, and has a good dielectric constant.
It is worth noting that Chaozhou Sanhuan is the country's largest electronic component and advanced technology ceramics industry base. Since the beginning of the new application of functional ceramics in 2015, it has entered the supply chain of first-line smartphone brands such as Jiajia, Xiaomi, OPPO and vivo. Xiaomi 6/red rice pro /MIX/note2, OPPO R9/R9s/A59, one plus 3, vivo X7/X9 are all supplied by Chaozhou Sanhuan. Chaozhou Sanhuan is the mass production mobile phone ceramic on the market. The leader of the appearance of the leader.
Mobile phone glass cover
In the December 2017 Chinese best-selling mobile phone TOP 50, only the Samsung Galaxy S8+ entered the TOP 50 with a 3D glass cover.
Today, the full screen has completely replaced the flexible 3D curved screen as an innovative selling point. The flexible 3D curved screen can not bring any innovative application to the mobile phone while bringing the rising cost of the mobile phone product.
However, the combination of the four curved surfaces of the front cover of the mobile phone and the four curved surfaces of the back cover can significantly reduce the traces of the metal frame, which can make the mobile phone more like an integrated artwork, so the glass four curved surface will be a new selling point for the future flagship model.
Wireless charging
In December, China's best-selling mobile phone TOP 50, there are three models with wireless charging, accounting for 6%, is the iPhone X, iPhone8 Plus and Samsung Galaxy S8+.
The first mobile phone industry research institute believes that from the second half of 2018, the flagship models of China's mobile phone mainstream brands will gradually adopt wireless charging.
Biometrics
In December, China's best-selling mobile phone TOP 50, 37 models using fingerprint recognition function, accounting for 74%; 1 using iris recognition, accounting for 2%; 10 models using face recognition, accounting for 20%, not used There are 11 types of biometric mobile phones, accounting for 22%.
The first mobile phone industry research institute believes that because face recognition has become a symbolic selling point of artificial intelligence, it is rapidly popularized in new mobile phones.
(Note: Since multiple models will have fingerprint, iris and face recognition at the same time, the number of models will overlap)
camera
Multiple cameras
In December, China's best-selling mobile phone TOP 50, 22 models have adopted multi-camera design, accounting for 44%.
Under the pull of multiple cameras, the VCM motor manufacturers in the camera industry will also usher in the second wave of development. Among them, Sammeta, Takizawa, New Thinking, Zhonglan Electronics and Youhua gradually formed the latest camp of VCM motors.
It is reported that the new thinking as the "originator of VCM motor", the new thinking has outstanding advantages in the multi-lens module, has now built the world's largest VCM factory, the second half of the shipment, starting from July, all the way up, September has Achieve 12 KK shipments.
The new thinking in the 2018 sales target is 560 million, with a shipping target of more than 180 million. To this end, its production capacity is still rising, from 20KK per month to 25KK, and the expansion project will be completed in early March 2018.
Rookie Sammet VCM products cover three-axis / two-axis OIS, closed-loop, OIS + AF dual-mode / closed-loop + closed-loop dual-mode / 20M / 16M open-loop high-end low-end VCM motor. Now, we have shipped large-scale international mobile phone customers such as Nokia, Sony, Panasonic, ASUS, and HTC, and shipments from domestic mainstream mobile phone brand manufacturers have also increased. It is expected that this year, Sammet can complete the total shipment of 16K/13M 50kk for the whole year.
Front camera
In December, China's best-selling mobile phone TOP 50, the front camera uses 7 models of 20 million pixels, accounting for 14%; with 16 million pixels, there are 4 models, accounting for 8%.
rear camera
In the top-selling mobile phone TOP 50 in December, there were 8 models with 20 million pixels for the rear camera, accounting for 16%; 7 models with 16 million pixels, accounting for 14%.
Mobile phone OEM, ODM manufacturers
The birth of China's best-selling mobile phone TOP 50 does not only represent the improvement of R&D strength of domestic mobile phone brands such as Huawei, Meizu and Xiaomi. Among them, there are also domestic mobile phone solutions and ODM masterpieces of the whole machine.
According to reliable news, Huawei mobile phones will release 60 million ODM orders in 2018, of which 30 million will be sent to Huaqin, 20 million to Wentai, and 10 million to Zhongnuo.
Mobile phone chip
In December, China's best-selling mobile phone TOP 50, 24 models using Qualcomm chips, 9 models of MediaTek (MTK), 12 models of HiSilicon, 3 models of Apple and 2 models of Spreadtrum. Qualcomm's chip share is 48%.
Mobile phone power connector
In December, China's best-selling mobile phone TOP 50, the number of models using Type-c interface has reached 10.
battery capacity
Endurance has become one of the mobile phone selling points. In December, China's best-selling mobile phone TOP 50 has a battery capacity of 3001mAh-4000mAh.
Source: First Mobile Research Institute
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