Micro-blogging the Smartphone micro-report: new four replaced Chinese cool-millet, Huawei, vivo-IT information

On April 6, the Twitter micro-report published in late 2015 the Smartphone. Report shows millet, Huawei, VIVO, OPPO has formed "new four", both in stock and new shares are doing quite well, thus breaking the domestic smartphone market of the "cool China" pattern, also a Meizu phone brand is also increasing rapidly.

As early as in 2011, Twitter has been in the published sources of information flow in real time to show users Twitter, mobile phone brand, model, make precise judgments. By the end of 2015, Twitter has recorded hundreds of mainstream handset makers more than 7,000 major models Twitter usage data for almost all smart phone models on the market. Micro-blogging platform relies on its information flow through user data, precision mobile phone brand, model and other information including the user, insight into the ecological patterns of the Smartphone market in China. Reports have been released, as the smartphone maker's product research and development, marketing, providing important references.

New added market four half

In the smart-phone market, domestic brands are trying to seize power. Twitter according to 2015 share of monthly new brands in the top ten, made mobile phones occupy eight seats. Specifically, the millet, Huawei remains high; vivo, OPPO brands shares rose and ranking to a different degree rise Samsung, Lenovo shares drop sharply dropped. Vivo with 5% increases as new smart phones the largest number of Android devices, followed by millet, Huawei, OPPO; today four domestic brands added share of 44%, almost half of new.

In stock share rankings, new four also have been developing steadily, millet share flat compared with last year, Samsung shares down rankings; Huawei, VIVO, OPPO improved share of the three brands, ranked stable, 37% shares of stock of the four active brands equipment, last year was 31%, centralizing trends increased. Samsung shares fell sharply to 8%, dropped.

IPhone user retention rate seen in decline

Currently, theiPhone user base, is still huge. But Twitter data show that when users change choice intentions become more varied, attractive iPhone users began to wane. 2015 iOS user selected when you change 71% iPhone in 2014, representing a decline of 1%, whileAndroid users when changing selected iPhone rates dropped from 36% in 2014 to 2015, 30%.

Flow from a cell phone, iOS users when changing choice of Huawei, OPPO, Meizu ratios have increased significantly. By contrast, the domestic mobile phone overall retention rate has improved from the previous year, an average increase of about 3%, OPPO, Meizu retention rate increases significantly, 11% and 7% respectively, as representatives of the domestic mobile phone ever, cool and Lenovo's retention rate has fallen significantly.

From specific brand models view, to Huawei P8 for cases, Huawei of level end new machine are in from other brand in the into user, user brand recognized degrees is formed, iPhone and Samsung became Huawei P8 into large, in for machine source in the respectively occupies 23.4% and 20.2%, domestic intelligent phone of brand attraction is increasingly enhanced, in user mind in the of brand trust degrees and loyalty degrees also in steadily growth.

Mobile phone manufacturers to strengthen their own ecological control

From ecological layout of major domestic mobile phone brand, major mobile phone manufacturers have pre-installed from the mobile application store, and provides abundant, convenient mobile experience for users, building a better brand of eco, manufacturers mobile app stores have improved significantly with the pre-installed than 2014. New four and Meizu, depending on the brand's own eco-development, such as good, even better.

Throughout the ecological strategies of major domestic mobile phone brand, its own mobile applications store layout became the most important successfully seize third-party app stores market share, VIVO, Huawei outstanding 360 large loss in market share. Huawei quickly occupy the third party application market share, its own channel has reached 70% per cent; music video as the industry's "green" came from behind, its own channel layout has reached 90%.

To user installation micro-Bo of situation for cases, the mainstream phone brand, and application store in the of data view, 2015 millet, and Huawei, and vivo, and OPPO, and charm family, brand owned channel micro-Bo installation proportion are obviously above 2014, Huawei store in the micro-Bo installation proportion growth over 200%; and this corresponds to, 360 phone assistant, and 9,100 degrees Assistant, third party application store micro-Bo of installation proportion sharply fell, which 360 phone assistant, fell proportion over 100%.

In addition in the browser's layout, cell phone manufacturers its own browser share has improved, third rank second only to UC, QQ phone browser, OPPO mobile browser in four, compared with last year, rising six places; Samsung and music are also rolling out its own browser; traditional brands like sogou rank have declined.

微博发《智能手机微报告》：新四大取代中华酷联 - 小米,华为,vivo - IT资讯

4月6日，微博发布2015年下半年《智能手机微报告》。报告显示小米、华为、vivo、OPPO已形成“新四大”，无论是在存量还是新增份额上均表现抢眼，从而打破国产智能手机市场原有的“中华酷联”格局，另外一家手机品牌魅族同样增长迅猛。

早在2011年，微博已经在信息流中实时展现用户微博的发布来源，对手机的品牌、型号等做出精准的判断。截止2015年底，微博记录了近百家主流手机厂商超过7000款主要机型的微博使用数据，几乎囊括市面上所有的智能手机型号。微博依托其信息流平台，通过用户使用数据，精准展现包括用户手机品牌、型号等信息，洞察国内智能手机市场生态格局。相关报告的陆续发布，将为智能手机厂商的产品研发、市场营销提供重要参考。

新四大占据新增市场半壁江山

在智能手机市场，国产品牌正努力抢占影响力。微博数据显示，2015年月度新增品牌份额前十名中，国产手机占据八席。具体来看，小米、华为保持高位；vivo、OPPO品牌份额上涨且排名均有不同程度上升；三星、联想份额大幅下滑致使排名下降。其中vivo以5%增量成为新增智能手机数量最多的安卓设备，小米、华为、OPPO紧随其后；四大国产品牌累计新增份额达到44%，几乎占据新增量的半壁江山。

在存量份额排名上，新四大亦稳步发展，小米份额与去年持平，因三星份额下跌，排名上升；华为、vivo、OPPO三品牌份额有所提升、排名稳定，上述四大品牌占据活跃存量设备37%的份额，上一年度为31%，集中化趋势加剧。三星则份额大幅下滑8%、排名下降。

iPhone用户留存率惊现下滑

目前，iPhone的用户基数依然庞大。但微博数据显示，用户在换机时的选择意向变得多元化，iPhone对于用户的吸引力开始减弱。其中，2015年iOS用户换机时选择iPhone的比例为71%，较2014年下降了1%；同时，Android用户换机时选iPhone的比率则由2014年的36%下降到2015年的30%。

从手机换机流向看，iOS用户换机时选择华为、OPPO、魅族的比例有了明显提升。相比之下，国产手机的整体留存率较上年有所提升，平均增幅达到约3%，其中OPPO、魅族留存率增幅明显，分别增长11%和7%，作为国产手机曾经的代表，酷派和联想的留存率则出现了明显下滑。

从具体品牌机型来看，以华为P8为例，华为的高低端新机均在从其他品牌中转化用户，用户品牌认可度正在形成，iPhone和三星成为华为P8转化大户，在换机来源中分别占有23.4%和20.2%，国产智能手机的品牌吸引力正在日渐增强，在用户心目中的品牌信任度和忠诚度也在稳步增长。

手机厂商强化自有生态把控力度

从主流国产手机品牌的生态布局来看，各大手机厂商纷纷从移动应用商店与预装入手，为用户提供丰富、便捷的手机使用体验，构建更加完善的品牌生态，厂商移动应用商店与预装比例较2014年有明显提升。新四大以及魅族、乐视等品牌自有生态发展良好，日趋完善。

纵观各大国产手机品牌的生态策略，自有移动应用商店布局成为重中之重，成功抢占第三方应用商店市场份额，vivo、华为表现突出，360市场份额流失较大。华为快速抢占第三方应用市场份额，自有渠道占比已达七成；乐视作为业界“新兵”后来居上，自有渠道布局已达到九成。

以用户安装微博的情况为例，各主流手机品牌、应用商店中的数据来看，2015年小米、华为、vivo、OPPO、魅族等品牌自有渠道微博安装比例均明显高于2014年，华为商店中微博安装比例增长超过200%；与此对应，360手机助手、91百度助手等第三方应用商店微博的安装比例大幅下滑，其中360手机助手等下滑比例超过100%。

此外在浏览器的布局上，手机厂商自有浏览器使用份额有所提升，小米手机浏览器仅次于UC、QQ排名第三，OPPO手机浏览器居于第四，与去年相比，上升六个名次；三星与乐视也纷纷推出自有浏览器；搜狗等传统品牌排名均出现下滑。