2016 Q1 worldwide mobile phone shipments: Huawei, OPPO, VIVO into the top five, dropped-millet millet, Lenovo, Lenovo, OPPO,vivo-IT information
Rose 0.2% only global smart phone shipments slowed in the first quarter of this year hit a record low. In fact, this is not surprising, because this is already in the industry expected. However, shipments in the latest rankings, competition among mobile phone manufacturers are becoming more brutal.
IDC's latest data show 2016 rankings in shipments in the first quarter, Samsung, Apple, and Huawei occupy the first three, but Lenovo and millet slid out of the top five. Meanwhile, OPPO and vivo into one of the top five. Host and fell out of favor, which causes concern to the industry.
OPPO, and Vivo: benefit from offline channels to pick up
OPPO 18.5 million units in shipments in the first quarter of 2016, 5.5% market share, ranking fourth, to 14.3 million units in shipments the Vivo mobile phone company ranked fifth market share 5.3%.
It is understood that two mobile phone manufacturers started rising last year. In the view of the industry, the value of offline channels for a long time without attention from the trade, but with the 2015 line channels fight more and more intense, dividends and less, VIVO, and OPPO this traditional lines brand gradually emerged .
According to 2015 OPPO mobile phone sales reach 50 million units. Among them, the main fast charge technology, 2499 R7 series contribution. At present, OPPO has nearly 200,000 sales outlets nationwide. With "brother" vivo 40 million in sales last year, has nearly 180,000 sales outlets nationwide.
Offline channels for those who want to layout the other phone brands, OPPO, VIVO advantages are very clear, with good products, also maintained a steady increase in the rivalry.
According to a channel about Tencent technology revealed, VIVO, OPPO, two years below the line channel model, already deep into the first outside in most parts of the city, coupled with perennial variety show marketing, product and brand premium ability.
According to sanofi announced 2015 years 2000-2999 Yuan price TOP5 brand sales and market share statistics, OPPO, VIVO first two, to have such a performance is the key point to offline channels hold the plate and control.
Huawei: the overseas market contributed greatly
On the rate of Huawei rose 3%, higher market share jumped to 8.2%,OPPO 3.3% to 5.5%,VIVO up to 4.3%. Is behind the growth of the three in the steady erosion of Samsung, Apple's market share.
Samsung continues to preoccupy the market first, but its shipments fell 0.1% to 81.9 million, shares fell to 24.5%; the Apple comes in second because iPhone6 and iPhone6s sales failed to reach the expected shipments fell 3%, accounted for 15.3% of the market share.
Huawei handset shipments over the same period rose 17.4 million to 27.5 million, of which overseas markets contributed a lot. According to Huawei's consumer business has announced first quarter of 2016, global performance shows that Huawei Smartphone shipments grew 62%, sales rose 63%. Among them, the overseas sales has a very large share of the market.
Especially of renewing Mate 7 Mate 8 of 599 euro premium market position. According to its figures, from late last year listed so far, Mate 4 months 8 global sales exceeded 4 million. Consumers that Huawei CEO Yu talks about latest P9 sales, "said Huawei is growing faster in Europe, Europe's market size and large capacity, Huawei wants to occupy a leading position on high-end machines in Europe. ”
Instead, Samsung not fared well in Europe. Last year, Samsung's sales in Europe fell from 18% to 42.95 trillion won. In order to recoup their losses in Europe, Samsung in Europe to carry out strategic reorganization of the business, giving up Lionel Messi as a spokesperson is one of cost-saving decisions.
In addition, Samsung's European Headquarters from London to Poland's capital Warsaw, while Samsung's flagship store in London also closed. Samsung last year, plans to open 50 new stores will also be shelved ...
Millet and associated pressure
In the past few years, phone through the cost-effective online channel sales of smart phones and social media campaigns, leveraging the rise of China's Smartphone market to achieve a rapid development of the self. But as the last year online bonus disappear, phone out insufficient.
Last year, the millet failed to complete sales of 80 million to 100 million phone idea, final score of 70 million. Due to the sliding out of the top five, IDC did not give out phone sales this quarter alone.
But according to outside sources, millet smartphones shipped 14.8 million units in the first quarter of this year. Lei, Chairman of millet had previously said that, in the product structure adjustment, red 3 (699) and red rice Note3 (899) stock cases, this result is very good.
Due to the current growth of millet is mainly dependent on the Chinese market, so prepared for the competition lay hidden in the Chinese market and in overseas markets, phone due to patent problems delay large scale deployment. Beginning in overseas markets, the domestic market faced the siege, also leads to phone slipped out of the top five.
Lenovo Smartphone seems to have reached a degree of adjustment is not available. Gartner data showed, even with Delta MOTO, its 2015 global sales are still falling 11.9%. Global mobile phone sales rose 14.3%.
Industry analysts noted that Lenovo mobile phones businesses the biggest problem lies in its chaos strategy in the past, too many brands, there is no clear brand positioning, especially look to the MOTO brand opens China's high-end market, because how many times agonizing, MOTO brand in the Chinese market have been seriously hurt, this Association did not recognize .
At present, the Lenovo brand is reshaping the phone business. Last year took over the business, Senior Vice President, mobile business group co-President Xudong Chen puts focus on products, plans to upgrade the quality of products.
Xudong Chen's plan, MOTO will cover for people interested in technology; ZUK will hit the mainstream price segment and change the past, only to do online, will transform into a line-oriented brand; lemon assumed Internet marketing product lines; p series to continue iterating, aimed at business people emphasize long standby.
This required the final planning, the Lenovo Mobile will turn marketing and sales to verify.
2016年Q1全球
手机出货量：华为、OPPO、vivo进前五，
小米、联想跌出 -
小米,联想,OPPO,vivo - IT资讯
同比上涨仅0.2%，全球智能手机出货量增速在今年一季度创下了历史最低。其实这并不奇怪，因为在业界这早已是预料之中的事。不过，在最新的出货量排名上，手机厂商之间的竞争却愈发残酷。
IDC最新的数据显示，2016年第一季度出货量排名上，三星、苹果以及华为仍占据市场前三，但是联想和小米滑出五强。与此同时，OPPO和vivo挤入五强之列。上位与失宠，其背后原因颇受业界关注。
OPPO、vivo：得益于线下渠道回暖
OPPO在2016年第一季度的出货量为1850万台，占据市场份额5.5%，排名第四，出货量为1430万台的vivo手机公司排名第五，占据市场份额5.3%。
据了解，这两家手机厂商从去年开始人气上升。在业内人士看来，线下渠道的价值此前很长一段时间都没有受到业内重视，但随着2015年线上渠道的厮杀越来越激烈，红利越来越少，vivo、OPPO这种传统线下品牌又逐渐浮出水面。
数据显示，2015年OPPO手机销量达到5000万部。其中，主打快充技术、2499元的R7系列贡献不少。目前，OPPO全国拥有近20万家销售网点。同城“兄弟”vivo去年销量4000万部，全国拥有近18万家家销售网点。
对于那些想要布局线下渠道的其他手机品牌而言，OPPO、vivo的优势非常明显，加上不俗的产品，在对抗竞争的同时也保持了稳步上升。
据一位渠道人士对腾讯科技透露，vivo、OPPO这两家多年的线下渠道模式，已经深耕到一线城市以外的绝大部分地方，加上常年不断的综艺节目营销，产品和品牌溢价能力较强。
根据赛诺公布的2015年2000元-2999元价位段TOP5品牌销量和市场占比统计数据表明，OPPO、vivo分列前两名，能够有这样的表现，最关键的一点还是对线下渠道的操盘和把控。
华为：海外市场贡献较大
增幅上，华为同比上涨3%，市场份额跃升至8.2%，OPPO上涨3.3%至5.5%，vivo上涨2.4%至4.3%。增长的背后是这三家都在不断侵蚀三星，苹果的市场份额。
三星虽然继续盘踞市场第一位置，但其出货量同比下降0.1%至8190万部，份额降至24.5%；排在第二的苹果由于iPhone6以及iPhone6s销量未达预期，出货量同比下跌3%，占据了15.3%的市场份额。
华为手机出货量较上年同期的1740万部上涨至2750万部，其中，海外市场贡献不少。根据华为消费者业务日前公布的2016年第一季度全球经营业绩显示，华为智能手机发货量同比增长62%，销售收入同比增长63%。其中，海外市场的销售量有非常大的占比。
尤其是599欧元的Mate 8延续了Mate 7的高端市场位置。据华为的数据显示，从去年年末上市至今，4个月里Mate 8全球销量已突破400万部。以至于华为消费者CEO余承东在谈及最新的P9销量时表示，“华为在欧洲增长越来越快，欧洲的市场规模容量大，华为希望在欧洲高端机上占据领先地位。”
相反，三星在欧洲市场的境遇不佳。去年，三星在欧洲的销售额同比下滑18%至42.95万亿韩元。为了在欧洲挽回损失，三星在欧洲地区开展了业务战略重组，放弃梅西作为品牌代言人也是节约开支的决策之一。
另外，三星的欧洲地区总部也要从伦敦迁往波兰首都华沙，同时三星在伦敦的旗舰店也将随之关店。这样，三星去年打算开50家新店的计划也将被搁置。。
小米和联想承压
在过去数年中，小米手机通过线上渠道销售高性价比智能手机以及社交媒体造势，借力中国智能手机市场的崛起实现了自我的快速发展。但随着去年线上红利的消散殆尽，小米手机呈现出后劲不足。
去年，小米未能完成销售8000万到1亿部小米手机的设想，最终成绩为7000万部。由于此次滑出前五名，IDC未能给出小米手机本季度的单独销量。
但据外界消息透露，小米今年第一季度智能手机出货量为1480万台。小米董事长雷军此前曾表示，在产品结构调整，红米3（699元）和红米Note3（899元）缺货的情况下，有这个成绩还是不错的。
由于目前小米的增长主要还是依赖中国市场，所以，其在中国市场应对竞争准备不足埋下隐患；而在海外市场，小米手机由于专利问题迟迟无法大规模部署。海外市场刚起步，国内市场面临围攻，也导致小米手机滑出了前五。
而联想的智能手机业务似乎已经到了非调不可的程度。Gartner数据显示，即使加上MOTO的增量，其2015年全球销量仍然下滑11.9%。而全球手机销量同期同比增长14.3%。
业内分析人士则指出，联想手机业务以往最大的问题在于其混乱的战略，子品牌太多，没有明晰的品牌定位，尤其是寄望MOTO品牌打开中国高端市场，可由于几番折腾，MOTO品牌在中国市场已受到严重伤害，这一点联想并没有清楚认识到。
目前，联想集团正在重塑手机业务品牌形象。去年接管该业务的高级副总裁、移动业务集团联席总裁陈旭东则提出了聚焦精品、提升产品质量的计划。
在陈旭东的规划中，MOTO将覆盖对技术感兴趣的人群；ZUK则将主打主流价位段，并改变以往单纯只做线上的思路，未来将转型成为线下为主的品牌；乐檬承担起以互联网方式营销的产品线；P系列则继续迭代，针对商务人群强调长待机。
此番规划能否令联想手机扭转颓势最终仍需市场和销量去验证。