In the fourth quarter of 2018, the global smartphone market continued to decline, but major manufacturers continued to strengthen overall. However,in
Top 5 manufacturers, brother's second brother is slow, Samsung shipments continue to decline, Apple also fell11.5%, dragging performance throughout the year. ButHuawei shipments increased by 43.9% compared to the trend, which is extremely attractive among the major manufacturers.
In terms of annual performance, Huawei is also the fastest growing, with shipments reaching 206 million units, and the difference with Apple is less than 3 million units.
The worst year for the global smartphone market, China's 10% decline has dragged the market
According to IDC data, global smartphones shipped 375.4 million units in the fourth quarter, down 4.9% from the previous year and fell for the fifth consecutive quarter. In 2018, shipments totaled 1.4 billion units, down 4.1% from the previous year, which is the worst year for the global smartphone market.
IDC expects Q1 to continue this bad situation by 2019, and the market may continue to fall this year. Ryan Reith, vice president of IDC's Global Mobile Device Tracking Program, said that in addition to the rapid growth of some markets such as India, Indonesia, South Korea and Vietnam, other regions are not optimistic.
Focusing on the main market, the strong decline in the Chinese market is the main reason to drag the market.
The Chinese market consumes 30% of the world's smartphones and shipments in 2018 have fallen more than 10% year over year. As consumer spending falls, high inventories are a major challenge in the Chinese market. However, Huami OV swallowed Apple's share and many small manufacturers, and its share in the Chinese market expanded even further, from 66% in 2017 to 78%.
There are other factors that have led the market to fall.
The main reason is the extended consumer replacement cycle. At the same time, the penetration rate of smartphones in the world's major markets continues to increase, and the space available for digging is further reduced, and the uncertainty brought about by trade disputes has intensified this situation.
In addition, consumers are increasingly disappointed with rising prices.
The average selling price of the world's leading manufacturers has increased significantly. Apple's fourth-quarter earnings report showed that due to Apple's inappropriate pricing strategy and the strength of the dollar, sales volume in emerging markets, represented by China, declined dramatically, with revenues in China falling 27%.
Anthony Scarsella, IDC's quarterly tracking research manager, said that as cell phone replacement rates continue to slow in many markets, vendors will need to find a new balance to balance the functionality, design, and price of their phones.By the end of the year, the advent of 5G and folding devices could bring new vitality to the industry, depending on how suppliers and operators market and make consumers feel the convenience of these technologies.
However, these new devices are expected to increase the average selling price due to increased costs, such as new monitors and chipsets. To attract consumers, operators and retailers need to expand exchange benefits as a subsidy to promote the upgrade in 2019.
Company's flagship continues to strengthen, Huawei's counter growth of 44%
While the broader market fell, the top 5 smartphone makers continued to strengthen overall, accounting for 69 percent of total smartphone shipments in the fourth quarter, up from 63 percent a year ago. Vivo is currently in sixth place, if you count live, the company's stake comes to 75% and continues to grow.
It is noteworthy that, for the first time this quarter, the three manufacturers exceeded 60 million units in a single station, Samsung, Apple and Huawei. For the first time in a year, shipments from three manufacturers smashed 200 million units, among which Samsung, Apple and Huawei entered the "200 million clubs", which opened a clear gap with Xiaomi and OV .
In the fourth quarter, Samsung sold 70.4 million units, down 5.5% over the previous year, Samsung's fifth consecutive quarterly decline. Its market share fell below 20% to 18.7%. Shipments for the year were 292.3 million units, down 8% from the previous year, making it the only supplier to underperform.
Apple's performance is also unsatisfactory.
IPhone shipments fell 11.5% in the fourth quarter, which represents the worst performance in the quarter.IPhone shipments fell 3.2 percent year over year, slightly better than the broader market situation. Apple's total shipments in the first three quarters increased slightly by 1%. The traditional sales season did not contribute to full-year Q4 performance due to lack of innovation and pricing strategy beyond the accessibility of emerging markets.
As Qualcomm's process and global coverage of the 5G network are not perfect, it is unlikely that Apple will launch an iPhone 5G like its competitors in 2019, which means that Apple needs to launch a powerful iPhone and inform it about the ecosystem. Enough story to attract users.
The three top 5 Chinese manufacturers registered growth and Huawei performed particularly well.
In the fourth quarter, the trend increased by 43.9%, and annual shipments exceeded 200 million units for the first time, an increase of 33.6%. Huawei's brand of glory has grown significantly, and its shipments are close to half of Huawei's total.
OPPOIn the fourth quarter, shipments were 29.2 million units and global participation reached 7.8%, and for the first time in five quarters, Xiaomi jumped to fourth place. Annual shipments totaled 113.1 million units, a year-on-year increase of 1.3%. Although the growth rate has declined significantly compared to previous years, it is still a worthy achievement to keep growing in the current situation.
Xiaomi fell to fifth place in the fourth quarter. Due to the sharp decline in the Chinese market, global shipments increased by only 1.4%. In contrast, the maize growth rate in the first three quarters was over 20%. Due to the rapid expansion of overseas markets, Xiaomi's 2018 shipments increased 32.2% over the previous year, exceeding 100 million units for the first time.
In 2018, Xiaomi expanded rapidly in international markets, with India and Indonesia being its most important foreign markets. In addition, Xiaomi began to establish itself in the Western European market and will focus on development in 2019. However, since the second half of the year, Xiaomi has fallen sharply in the domestic market, which is a problem that Xiaomi needs to solve .
In January this year, the Red Rice brand has been operating independently and has launched new machines in the domestic market after half a year. The independence of red rice helps boost Xiaomi brand power and domestic shipment of red rice, helping Xiaomi resist the downward trend.