The mobile phone market has changed dramatically, Samsung and Apple have fallen significantly, and domestic brands have comprehensively counterattacked
The global smartphone market has entered"Winter"In 2022, global shipments were only 12100 million units, a year-on-year decrease of 113%, sales will continue to decline in 2023, and the mobile phone market will not be better.
According to TrendForce's latest research report, global smartphone production in the first quarter of this year increased by nearly 20% year-on-year, and in the second quarter, production fell by another 66%, only 2About 700 million units, and the production capacity in the first half of the year was only 5200 million units, a year-on-year decrease of 133%。
Behind the sharp reduction in production, it reflects the extreme downturn in the mobile phone market, and the serious decline in mobile phone shipments has led to mobile phone manufacturers having to reduce production.
Whether it's a single quarter or the entire first half of the year, the smartphone market has performed the worst in nearly a decade.
However, today, when the global market is plummeting, national brands have made a large-scale comeback, which means that the entire mobile phone market has begun to change.
Third-party reports show that in the second quarter of this year, among the world's six largest smartphone brands, Samsung and Apple's production both suffered a sharp decline from the previous quarter.
Specifically, Samsung's output in the second quarter was 53.9 million units, a year-on-year decrease of 124%；The output of apples was 42 million, a year-on-year decrease of 212%。
While Samsung and Apple are the world's two largest phone makers, neither has been hit hard.
In contrast, domestic mobile phone brands have achieved a full recovery;In such a sluggish market, several major brands have achieved sequential growth.
Xiaomi is still in the top three in the world, with an output of 35 million units in the second quarter, an increase of 32% from the previous quarter1%, Xiaomi's inventory control and the attraction of new machines, boosted by Xiaomi's production capacity, should have a better performance in the third quarter.
The OPPO brand, which includes Realme and OnePlus, produced 33.6 million units, up 254%。Africa's mobile phone king became the biggest laggard in the quarter, with production of 25.1 million units, up 71% year-on-year9%, more than vivo.
Vivo's performance in the market seems to have been somewhat disappointing, mainly because it has difficulty breaking into foreign markets and has had to continue internal friction in the highly competitive domestic market, but production has also reached 23 million units, a year-on-year increase of 15%.
Four of the world's six largest mobile phone manufacturers are national brands, which have achieved steady growth in production capacity by virtue of their strong product strength and ability to continuously penetrate abroad.
In the future, the global smartphone market will continue"Change the sky", because there is one strong brand that has been left behind, and that is Huawei.
Recently, Huawei has lined up to open the sales of new products such as mate60pro pro+ and matex5, with the sale of new machines, the popularity of Huawei mobile phones is also rising, mobile phones have long been scarce, and scalpers have increased prices.
However, Huawei's move also surprised everyone, and the inventory is very sufficient, because Huawei has solved the biggest chip problem and is no longer affected by US sanctions.
So Huawei's comeback has also promoted the development of the global high-end mobile phone market.
According to Ming-Chi Kuo's latest estimates, the annual sales of the Huawei Mate60 Pro are expected to reach 12 million units, an increase of 65%, reaching 38 million units in 2023 and at least 60 million units in 2024.
Huawei's growth rate will also have an additional impact on Apple's high-end market, so as the global smartphone market begins to change, and a new era of home phones arrives, Samsung and Apple's market position will continue to be weakened.
So, when buying a mobile phone at this moment, will you really choose a domestic mobile phone or Samsung, Apple?