China's high-end mobile phone market analysis report in March 2017
wind direction
When the average price of China's top 20 best-selling mobile phones continued to rise from 2316 yuan in June 2016 to 2757 yuan in March 2017, the temptation of China's high-end mobile phone market to Chinese mobile phone mainstream brand manufacturers continued to strengthen.
After Huawei, oppo, vivo, Jinli, Xiaomi, ZTE, glory, Meitu, Motorola and other well-known Chinese mobile phone brand manufacturers, Meizu, which is positioned as a young consumer group, will also enter the high-end mobile phone market.
Recently, it is widely said in the industry that Huang Zhang, as the chairman and CEO of Meizu technology, directly participated in the company's operation and personally took charge of the newly established Meizu business department, focusing on the high-end mobile phone market. As for the "dream machine" to be built by Meizu and huangzhang, it is difficult to say what the price will be.
The first mobile phone industry Research Institute believes that the main reason why mainstream mobile phone manufacturers favor flagship models with a high price of more than 3000 yuan is that flagship mobile phones with a high price can strongly establish the high-end image of mobile phone brands and form a strong driving force for the sales of middle and low-end models of mobile phone brands; Secondly, domestic consumers have also started to chase high-quality and high-priced mobile phone products, which has brought considerable income and profits to mobile phone brand manufacturers.
Data source: sample monitoring of 9842 chain stores in 221 cities.
The mobile phone market monitoring data in the report of the first mobile phone Research Institute, if there is no special prompt, means that the sales volume of first-hand licensed mobile phones sold through physical retail channels within a certain period of time in the Chinese Mainland does not include overseas and Hong Kong, Macao and Taiwan data, e-commerce channel data, and wholesale channel sales data.
data
In March 2017, the overall offline mobile phone market in Chinese Mainland completed a total of 31.606 million units, a decrease of 3.45% compared with the same period last year. In March 2017, the offline mobile phone market in Chinese Mainland accounted for 80.54% of the total shipments of the Chinese mobile phone market.
According to data analysis, the first mobile phone industry research institute concluded that in March 2017, mobile phone products with more than 3000 yuan accounted for 16.91% of the total sales of mobile phones in China.
Although more than 30 mobile phone brand manufacturers sell more than 3000 yuan in the market at present, most of the market sales are created by 12 mobile phone brand manufacturers such as Huawei, oppo, vivo, Jinli, apple, Samsung, glory, Xiaomi, ZTE, Meitu, Motorola and 8848.
Share of sales volume of mobile phone brands above 3000 yuan in March
Apple 55.57%, Huawei 17.48%, oppo 9.21%, vivo 8.83%, Jinli 2.46%, Samsung 1.09%, glory 1.03%, Xiaomi 0.95%, others 3.38%.
It can be seen from the above chart that in the high-end mobile phone market in China with more than 3000 yuan, apple monopolized more than 50% of the high-end mobile phone market in China (with more than 3000 yuan) in March by virtue of the hot sales of iPhone 7, iPhone 7 plus, iPhone 6S and iPhone 6S plus.
The information from offline channels is that iPhone 7, iPhone 6S and iPhone 6 have become "arcades" due to small differences in appearance and even similarities, and insufficient product innovation. However, when consumers with some personal needs buy new phones, most of them will choose the high-end models of other mainstream mobile phone manufacturers as substitutes.
However, due to the failure of Note7 products, Samsung's market share in China's high-end mobile phone market has sharply shrunk, and its ranking has fallen behind Jinli.
With the help of the "successful standard configuration" m2017, Gionee mobile phone mobile phone has enhanced the brand image of Jinli mobile phone in the high-end mobile phone market in China. Not only has the m2017 achieved the established sales target, but also successfully extended the market life cycle of w909, M6 and M6 plus products and boosted sales.
As for whether the launch of the new generation of Samsung Galaxy S8 flagship mobile phone in the Chinese market will bring about a rapid recovery of Samsung's mobile phone market share in the high-end mobile phone market in China, it is still difficult to conclude.
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About the first mobile phone Research Institute
The first mobile phone industry research institute is an industrial economic research institution focusing on the mobile phone industry. Its regular mobile phone market analysis reports and views on hot issues in the mobile phone industry are widely cited and reprinted by the domestic mainstream media.