CounterpointResearch recently released a report on the global premium handset market share in 2023. Compared to last year,ApplesAlthough its share has declined, it still occupies the global high-endMobile phonesmarket leadership, reaching 71%. This is not far behindSamsung, accounting for 17% of the share. WhileHuaweiIt successfully increased its share from 3% last year to 5% and entered the global high-endMobile phonesTop 3 in the market. Other brands such as Xiaomi andoppoThe share is relatively low, at 1% and 1%, respectively, while the remaining 4% is divided between other brands.
However, inHuaweiBehind the good results, special mention is neededHuaweiLaunch of the Mate60 series. ThisMobile phonesLaunched at the end of August 2023, it attracted great attention and quickly became the best-selling in ChinaDomestic mobile phonesOne. Encouragingly, inHuaweiThe Mate60 was sold for only one quarter in a tight supplyHuaweiIt successfully increased its share from 3% to 5%. If the ** is sufficient, I believe that the share will be even greater. In addition, Xiaomi has also achieved gratifying results. Although its share is only 2%, it has doubled from 1% in 2022. This is mainly thanks to the Xiaomi 14Mobile phonesexcellent performance. TheMobile phonesWith excellent configuration, powerful performance, and the support of the surging OS, sales have increased significantly, doubling Xiaomi's share in the high-end market.
Overall, thoughHuaweiAnd Xiaomi has had some success in the high-end market, butApplesStill the unshakable king, its share is more than 70%. PlusSamsungThese two giants account for almost 90% of the high-end market. Relatively speaking,Domestic mobile phonesBrands only account for about 10% of the entire high-end market. In fact, the high-end market is the one that really makes money. Albeit high-endMobile phonesIt accounts for only 25% of sales, but sales account for the entire totalMobile phones60% of the market. It can be seen that if you want to achieve profitability, you still need to rely on the high-end market. Although the low-end market can bring large sales, it often makes money but not profits. Therefore,Domestic mobile phonesBrands need to work harder to gain more share in the high-end market, and can't let goApplesEarn all the profits alone.
1. Share and profit of high-end market:
According to the data, 2023 will be high-endMobile phonesSales account for allMobile phones25% of them, but contributed the wholeMobile phones60% of market sales. This data reflects the importance of the high-end market. High-endMobile phonesNot the price is high, but more of its highAdded valueand profit margins. Consumers are interested in the high-endMobile phonesThe pursuit is often more reflected in performance, quality andBrand valueand therefore willing to pay higher for it.
2. Shaping of brand image:
The high-end market is also to build a brand image and establishBrand valuekey battlefields. In the high-end market withApplesSamsungand other giants compete, yesDomestic mobile phonesA stage for manufacturers to demonstrate their technological strength and innovation capabilities. Only by succeeding on this stage can the brand image be greatly improved, which in turn will drive the development of the entire brand and win more trust and sales opportunities for the low-end market.
3. Promotion of technological innovation
The competition in the high-end market not only depends on cost performance, but more importantly, technological innovation. In competition with international brands,Domestic mobile phonesManufacturers need to constantly innovate and improve their technology in order to win more market share in the high-end market. Only through technological innovation can we meet consumers' pursuit of high-end products, so as to compete fairly with international brands.
1. The pressure of technological innovation:
Compared to international brands,Domestic mobile phonesThere is still a big gap in technological innovation. High-end market requirementsMobile phonesWith higher performance, faster processing speeds, better screen displays, and more. Therefore,Domestic mobile phonesManufacturers need to increase R&D investment and continuously introduce new technologies to meet consumers' demand for high-endMobile phonesneeds.
2. After-sales service and quality assurance
Consumers in the high-end market have higher requirements for product quality and service, and also attach great importance to after-sales experience. Domestic mobile phonesManufacturers need to strengthen the construction of after-sales service system, provide high-quality after-sales service, and ensure the quality stability of products. Only in this way can we occupy a place in the market competition.
3. Branding and marketing strategy:
Domestic mobile phonesManufacturers still face challenges in branding and marketing strategies in the high-end market. Compared to international brands,Domestic mobile phonesInBrand recognitionwithBrand valueThere is still a certain distance to be reached. Therefore,Domestic mobile phonesManufacturers need to increase brand promotion efforts and improve brand awareness and reputation through targeted marketing strategies.
Judging by the data released by CounterpointResearch, thoughHuaweiand Xiaomi's high-end in 2023Mobile phonesThe market has made some progress, but the global high-end market is still dominated byAppleswithSamsungLeading. ForDomestic mobile phonesFor manufacturers, entering the high-end market will be a difficult road. However, the high-end market occupies the wholeMobile phones60% of market sales, which is a huge business opportunity. Domestic mobile phonesManufacturers need to strive to improve technological innovation and quality assurance, and increase brand building and marketing efforts in order to win more shares in the high-end market. At the same time,Domestic mobile phonesManufacturers also need to pay attention to the development of the low-end market, increase capital investment through sales in the low-end market, and promote technological innovation and brand development. In the face of competition from giants,Domestic mobile phonesManufacturers need to maintain continuous efforts and innovative spirit in order to achieve greater breakthroughs in the global high-end market.
(The above is a personal summary and is for reference only).