China's mobile phone accounts for more than half of the world's market share.


China's mobile phone accounts for more than half of the world's market share.

Li Na

In [2017, HUAWEI Mobile's annual shipments were 153 million, and this year shipments are expected to exceed 200 million. According to Huawei insiders, Huawei's terminal business unit sales revenue growth this year will be close to 40%, the growth of the overseas market has become a major boost. ]

In July 31st, HUAWEI released its first half 2018 results. According to official website, the sales revenue of HUAWEI during the period was 325 billion 700 million yuan, an increase of 15% compared with the same period last year, with a profit margin of 14%.

BGCEO Yu Chengdong, HUAWEI's consumer business, said at a NOVA press conference: "as of July 18th, HUAWEI mobile phones have exceeded 100 million global shipments this year, nearly two months ahead of the last year." In 2017, HUAWEI Mobile's annual shipments were 153 million, and this year shipments are expected to exceed 200 million. According to Huawei insiders, Huawei's terminal business unit sales revenue growth this year will be close to 40%, the growth of the overseas market has become a major boost.

In fact, more than HUAWEI's performance in overseas markets is eye-catching. According to the latest research results, China's smartphone brand is steadily expanding to more than half of the global market through the expansion of overseas markets. It is estimated that the global market share will expand to 54% this year.

Chinese brand manufacturers, including IDH (IndependentDesignHouse), have grown rapidly over the past few years. Last year, they began to break through the smart phone market led by international brands such as Korean and American, including more than half of the global market share. Yao Jiayang, a consultancy analyst at Chi state, pointed out.

Take over half of the global market

Taking the Southeast Asian market as an example, StrategyAnalytics senior analyst RajeevNair told first financial reporters that in the first quarter of 2018, the share of Chinese suppliers in the smartphone market in Southeast Asia has now increased to over 1/3. The top three of the sales are all from domestic mobile phone manufacturers. From a single brand, the sales volume of many mobile phone manufacturers has exceeded apple and Samsung in some regional markets.

"For example, in the first half of the year, overseas sales increased by 150% in the first half of the year, and the second quarter exceeded apple in the Russian market and jumped to the second smartphone brands." Zhao Ming, the president of glory, told reporters that the overseas market is a contention between the strong and is still at the foundation stage, and the future development should be in 2019, or even in 2020.

According to India local media, according to market research company CounterpointResearch, second quarter plus mobile phones in India's high-end smartphone market share more than 40%, Samsung ranked second with 35% market share, while Apple ranked third for the first time with less than 14% market share.

"One of the 3 smart phones sold in the world is Chinese brand." This is the conclusion of a Foreign Market Research Institute recently, based on the supply of the world's major smartphone manufacturers between 2015 and 2017. According to the data, in 2017, 9 of the top 12 smartphone manufacturers in the world were Chinese companies.

The total market share of Chinese companies in the world in 2017 is generally about 42% - 45% in the survey forms of major survey data companies. But as the tide accelerated, the share gradually exceeded 50% in the first half of this year, especially in fast-growing regions such as India, Russia and Europe.

"In 2018, the top six mobile phone manufacturers in Q1 did not have local suppliers in India. The scale of the 4G functional aircraft market will increase by 4 times in 2018, and may account for more than half of all the functional aircraft market in India in 2020. " RajeevNair said India's high-end smartphone segment (over 35 thousand rupees, about 3500 yuan) is still a small crowd, with only 6% potential buyers, and more than half of the smartphone buyers may spend 10 thousand to 20 thousand rupees (about 1000~2000 yuan) to buy a new machine. The price range of the latter is the advantage of Chinese manufacturers.

"In fact, the India market, we have been exploring and swinging before 2018, the company is also clear in 2017, the whole management team must have a long-term strategy for the India market. Therefore, the India market is more suitable for the glory brand, the user group and the business mode, and the electricity supplier is highly developed. So, in 2017, we decided that India was a three year plan, including cooperation with factories, local production, long-term team, ability to build, and after the whole train of thought changed, the electric business and operator in China was transferred to India to be the chief executive. After the operation of India in a glorious way, the strategy was clear. The business is straightened out. " Zhao Ming told reporters that glory sales in India in the first half of this year increased by 300% over the same period last year.

But Chinese manufacturers' overseas campaign is just beginning. RajeevNair told the first financial reporter that it was not just the India market. In the first quarter of 2018, the share of Chinese suppliers in the smartphone market in Southeast Asia has now grown to more than 1/3. A year ago, Q1 sales of smart phones in China accounted for nearly 1/4 of smartphone sales in the SEA region. As the overall SEA market declined by 6%, the combined shipments of smartphone suppliers in China grew by 18% in the first quarter of 2008.

The battle of the strong

Yao Jiayang believes that the Chinese brand can stand out from the fierce competition and continue to expand the market, mainly due to the successful pricing strategy, the high price ratio and the full range of price range, so that it can win the market in the new development area.

But the real knocking of the overseas market is far more complicated than imagined. Disorderly competition driven by press conferences and marketing may no longer work, and the technology and product barriers are not easy to cross.

"To the next stage are strong competition, the Chinese market and the global market have this trend, the top five brands or the top six brands. The trend in the Chinese market and the global market is very similar. In the global market, such as Europe, such as HUAWEI, Samsung, and apple, many of the traditional brands decline in Europe, and other brands have begun to snatch new market share in Europe. This trend is actually a test of the ability to globalisation from a partial war to a global war. Zhao Ming told reporters that in the future global trade system, the whole demand is becoming more and more strict. In the international trade system, Chinese manufacturers should follow business principles, trade compliance, including patents.

"When you go out, it's not how low your price is, how low it is, and the price is low, and it involves dumping. Ultimately, in international trade, we still need to win by value. Does the price of Apple sell best and can sell well? This is the value of the brand. In the course of global competition in the future, who can follow the global business rules and polish their technology and products well, who can go further, and who wins the victory to see who is going faster and who is more patient. International Trade and privacy security pose new challenges to business. " Zhao Ming thinks.


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