The gathering of the flagship mobile phone in the spring did not bring more good news to the industry. On the contrary, with the end of April, the first quarter transcript of the smartphone in 2018 will be announced, and the naked data will be revealed. The last piece of fig leaf on the manufacturer.
The first is that the trend of continued decline in shipments has not been alleviated.
According to the "Analysis Report on the Operation of Domestic Mobile Phone Markets in March 2018" released by China Information and Communication Research Institute, China's smart phone industry continued to experience negative growth. The shipment of Q1 mobile phones was only 87.370 million units, down 26.1% year-on-year. The volume of goods decreased by 27.8% year-on-year.
In addition to the weak demand for smartphones, there are also management shorts exposed by the second and third-line brands in the market. For example, Jin Li, which was deeply affected by the volatility of the capital chain, fell by nearly 30%. After three consecutive layoffs, Meizu’s shipments also fell faster in the first quarter, and experienced high-level exchanges, new products, and valuations were cut. After the bank’s collection of debts, the Coolpad almost lost its domestic position.
On the other hand, the competition in mobile phone head enterprises will intensify, making it more difficult for more "others" mobile phones to survive.
As one of the big players in the harvesting of small and medium-sized brands, OPPO Vice President Wu Qiang told the author that under the current T-shaped pattern, the competition of head companies is more intense. In his view, first of all, you can't make mistakes. If you make a mistake, the scale will soon be eaten by other competitors. You can wait until the competitor makes a mistake to get the other's market share.
The attacking of the head enterprises has made more small and medium-sized brands face pressure to continue to reduce their share. From the data ranking provided by the analysis agency Sino, it can be seen that the Chinese market has a sharp polarization in the first quarter. The top six vendors have shipped in the first quarter, starting from the seventh-ranked Meizu, Jinli, Samsung, and Xiao. Pepper shipments are all in the millions. This also means that mobile phone manufacturers ranked in the top ten, shipments in the first quarter less than a million, the average monthly sales of 400,000 can not reach.
For small and medium-sized brands, the market is already an indisputable fact.
But in the face of severe winter, while keeping the game, small and medium-sized brands need to understand a real market environment.
For the decline in shipments in the first quarter, there is a misunderstanding of the outside world, that is, the purchase volume of the channel is regarded as the demand of the terminal market. In fact, in the mobile phone industry chain, there is also a data called "SellOut", or "SellThrough", which is the shipments of channels and online stores to end users. This data can truly reflect the market demand of end users. .
According to the sales data released by the global research institute GFK, since the Android machine manufacturers began to cut orders in November 2017, the monthly data of each month began to enter a negative number, from 0 in November to -7% in December. It is -9% in January 2018 and -4% in February. In fact, the data on terminal sales is improving. One important reason is that channel operators are beginning to digest inventory. At this time, small and medium-sized brands will clear the inventory crisis in time. It is more effective for the survival of enterprises than to get together with new hot-selling machines.
On the other hand, from the financial data of the mobile phone supply chain, the decline in mobile phone shipments in the first quarter did not make the supply chain manufacturers too passive. Thanks to the shipment growth of components, such as Ou Feiguang, Qiu Ti Technology's sales are also climbing. This undoubtedly reveals another trend, that is, the growth of sales in overseas markets has become a new driving force for the growth of domestic mobile phones, and benefited the upstream.
A close look at the attitudes of various manufacturers in the top five domestic manufacturers on overseas markets can see the outbreak of opportunities in overseas markets. For example, Zhao Ming, president of Glory, said at the glory 10 conference that the growth of glory overseas has achieved 100% growth at the end of last year. This figure is difficult to achieve in China. He hopes to accelerate the overseas deployment while achieving 200 in some countries. From % to 300% growth, use the right style to consolidate the glory of local brands. In the 2018 plan, Xiaomi hopes that the proportion of shipments will exceed 50%. Last year, Xiaomi’s overseas sales reached 42 million.
The harder it is, the domestic ruling is a kind of thinking, but the risk of sprinting overseas is also a way to save for small and medium-sized brands.
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