#Laogao E-commerce Online Information# 2016 can be said to be the year when domestic mobile phones rose. According to the latest data, Huawei's global shipments of smartphones in 2016 were 139 million units, ranking first among Chinese mobile phone manufacturers. OPPO and vivo ranked second and third with 95 million and 82 million respectively.
However, the upward trend and lively mobile phone circle does not mean that there is no crisis. As the industrial chain matures and homogeneity becomes increasingly fierce, revolutionary innovation is also insufficient. It is very important to make up for shortcomings in the ever-changing mobile phone market and increase brand premium. At the same time, the competition for comprehensive strength is more intense, and the Matthew effect is being staged.
Sun Yanbiao, director of the First Mobile Phone Industry Research Institute, told the 21st Century Business Herald reporter: "The original growth forecast was below 5%, but in fact it exceeded 8%. It is possible to consume in 2016. Considering the current economic environment and the improvement of mobile phone quality, the frequency of replacement is decreasing, and the growth rate in 2017 may slow down." Jin Di, research manager of IDC China, pointed out: "The other reason why these strong domestic mobile phone manufacturers are so successful is that they are willing to share their commercial profits with channel partners. Realizing a win-win situation is the basis for maintaining long-term cooperation and development. For example, OPPO and vivo have the positive and stable channel partnerships they have helped them achieve stable market growth."
At the same time, the mobile phone space of Apple, Xiaomi and Samsung in the domestic market has been squeezed. Xiaomi's sales in China fell by 36% in 2016, while Apple fell by 23.2%. Lao Yao, secretary-general of the China Alliance of Mobile Phones, told the 21st Century Business Herald reporter: "Xiaomi has not established a brand premium in the past two years. The transfer of channels from online to offline is not as good as before for Xiaomi."
However, the increase in domestic mobile phone shipments and revenue does not represent an increase in profits. According to market research firm Canaccord Genuity, in the fourth quarter of 2016, Apple iPhone series, which had a global share of only 18%, accounted for 92% of the entire industry. Although Apple's net profit in the first quarter of 2017 is still declining, the distance between domestic mobile phones and Apple is still far away.
In December last year, there were 10 mobile phones with a price of more than 2,000 yuan, of which 8 of them had a battery capacity of more than 3,000 mAh, but the iPhone 7plus was less than 3,000 mAh. "With the battery life, Apple has surpassed domestic manufacturers in terms of energy consumption technology."
At present, from the perspective of the global market, Apple, Samsung and Huawei have entered the stage of three strong competitions, and the three companies in China are composed of Huawei, OPPO and vivo. In 2016, China's smartphone market achieved a year-on-year growth of 8.7%, significantly higher than the 1.6% growth rate in 2015.
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