IDC Q2 report: China became the main battlefield of the world Smartphone Huawei, Samsung, Apple, vivo,OPPO-IT information

On August 5, the data research firm IDC has just released a 2016 second-quarter global handset market share report. The report shows that total global mobile phone shipments in the second quarter of this year reached 343.3 million units, however, both compared to a year ago and in the first quarter of this year, compared with sales figures, not exceeding 0.3% per cent, from this we can see that the global mobile phone market growth slowing, for the purposes of the major mobile phone manufacturers, increasing the pressure of competition.

(Source: IDC)

According to IDC Global cell phone market share of the top five rankings, Samsung and Apple, two of the most global brand is still expected to occupy two seats, three seats were from China's manufacturers vivo, OPPO and Huawei Chang, this fully illustrates the importance of the Chinese market in the global handset market.

Worldwide mobile phone shipments slowed Apple Samsung focus with China market

TOP5 ranked in the second quarter and did not change significantly in the first quarter, but behind it is a subtle change in Apple's performance, Apple in Q2 of this year, sales fell for the quarter of 15%, had been a rumored Apple iPhone supply chain 6S sales failed to meet expectations, cutting off about 30% 's orders. Analyst Canalys Asia Pacific Research Director Peng Luping said earlier: "Apple is counting on China to boost sales of the middle class, but now the problem is that this part of the crowd many have opted for Chinese domestic brands. China domestic brands, although there is no Apple in direct competition, but it does take away some of the potential users of the Apple. ”

TOP5 in the of Huawei, and OPPO, and vivo three home enterprise in China market Shang of performance out has strong of impact, and future of advantage is has may will more obviously, in recent years, this three home enterprise in development, and technology accumulated aspects aspects of results significantly, Huawei of based communications technology, and OPPO of charging, VIVO of photo and Hi-Fi are has established has enough of products technology barriers.

Instead, hardware upgrade range is unlikely to, and appearance almost no changes, and selling features enough sharp and so on problem let iPhone suffered China consumers criticized, while China manufacturers launched of phone products is more fitting consumers of purchased machine needs, this makes Apple feel pressure, in latest version of iOS joined has more for China user launched of function zhiwai, reportedly is released of iPhone7 also will support dual SIM double stay, function, this series of changes also description Apple began put more energy and China domestic manufacturers Rob user.

Threats also Samsung nerves up the same, especially in the Chinese market. Although a S7/S7 Edge of the launch two flagship products in the global success, but under the influence of China's emerging brands, sales in the second quarter of this year over the same period last year, growing by just 5.5%. Compared to Apple, Samsung's pace much faster, recent rapid introduction of fully tailored to the Chinese market and developed entirely by China Team C5 and C7, the design model. Samsung hopes to complete the localization teams to better respond to domestic manufacturers in China will remain intact. But fighting years of local firms in the Chinese market, can break through is hard to pin down.

China has become the main battlefield in global mobile phone occupation of the high-end market becomes a key

Global shipments of smartphones in the second quarter of this year to 139 million units and Apple Samsung super combined of the two giants, the data also showed that China has become the main battlefield in the global mobile phone market. According to the latest data released by the market research company GfK, although overall sales growth leveled off in the second quarter of this year, but in the market segment, more than 2500 prices in high-end market growth rate is much higher than the low end of the market, while occupying the high end market is the main position of mobile phone manufacturers of fire.

(Source: GfK)

According to IDC figures, compared with a year earlier, only has vivo and OPPO brands increases significantly, VIVO as much as 80.2% YOY growth make it a success among the ranks of the world's top five, this change in vivo is also mainly from high-end products in sales promotion.

In recent years, China brand in high-end market of share has from insufficient 50% surged to 70%, according to GFK2016 years June of data displayed, 2000-2500, and 2500-3000, and 3000-3500, and 3500-4000 Yuan in the high-end price paragraph interval, Huawei, and vivo, and OPPO, brand in above all price paragraph in the are row into Qian three, increasingly more of China consumers in purchase in the high-end phone Shi will jumped out of Apple or Samsung of established thinking, Which is why Samsung S7 series almost no significant sales growth, as well as the main cause of decline in iPhone sales.

(Source: GfK)

Insight into consumer demand and domestic brands succeed because more users

IDC study on the mobile team manager Anthony Scarsella said: "with the high-end market competitive upgrade, mobile phone manufacturers need to continue to push users to accept" flagship model "to maintain growth. Such as Huawei, Vivo and other Chinese manufacturers are already using this strategy has been successful, and they also continued to optimize consumer value in the high-end product photos, sound quality, design and function ". Which support the domestic manufacturers are in large part due to the success is the demand from the consumer insights.

In vivo, for example, the Vice President mentioned fen Lei told Xinhua, VIVO annually through dedicated consumer research unit quantitative questionnaire for hundreds of thousands of people to investigate changes in consumer demand for mobile phones, other mobile phone brands through a variety of ways to stay abreast of changes in consumer demand, in order to quickly adjust product strategy. Compare Apple and Samsung, more rapid response to China's domestic brands to seize the lead.

Global mobile phone sales slow, the situation stabilized, this means that the competition will become more intense, growth will be more difficult. Who better to understand the consumer's needs, in order to become more competitive in the future. For consumers, the more intense the competition more good news, the future will be more distinct selling point products can be selected at the same time, improve the quality of more important. Huawei, OPPO, VIVO three brands was able to squeeze into the world's top five, its technology innovation emphasis and understanding of the market plays a key role.

IDC Q2调研报告：中国成为世界智能手机的主战场 - 华为,三星,苹果,vivo,OPPO - IT资讯

8月5日消息，数据调研公司IDC刚刚发布了2016年第二季度的全球手机市场份额调研报告。该报告显示，今年第二季度全球手机出货量总数达到3.433亿台，但是，无论是相比去年同期还是相比今年一季度的销量数据，涨幅都未超过0.3%，由此可以看出全球手机市场增速明显放缓，对于各大手机厂商而言，竞争压力都越来越大。

（数据来源：IDC）

根据IDC公布的全球手机市场占有率前五名排名来看，三星和苹果这两家最全球化的品牌仍然不出所料的占据了的前两席，另外三个席位则均被来自中国的厂商vivo、OPPO和华为所包场，这充分说明了中国市场在全球手机市场的重要性。

全球手机出货量放缓苹果三星重点发力中国市场

二季度的TOP5排名和一季度没有显著变化，但在排名背后确是苹果业绩的微妙变化，苹果在今年Q2季度的销量同比下降了15%，此前一直有供应链方面传闻苹果因iPhone 6S销量没能达到预期，砍掉了约30%的订单。分析机构Canalys亚太研究总监彭路平此前表示：“苹果寄望于中国中产阶级来提振销量，但是现在的问题是这部分人群很多都选择了中国国产品牌。中国国产品牌虽然没有和苹果正面竞争，但是确实是带走了一部分苹果的潜在用户。”

TOP5中的华为、OPPO、vivo三家企业在中国市场上的表现出了强劲的冲击力，而且未来的优势很有可能会更加明显，近几年来，这三家企业在研发、技术积累方面方面的成果显著，华为的基础通信技术、OPPO的充电，vivo的拍照以及Hi-Fi都已经建立了足够的产品技术壁垒。

相反，硬件升级幅度不大、外观几乎无变化、卖点特色不够鲜明等等问题让iPhone饱受中国消费者诟病，同时中国厂商推出的手机产品则更贴合消费者的购机需求，这令苹果倍感压力，在最新版的iOS加入了更多为中国用户推出的功能之外，据传即将发布的iPhone7还将支持双卡双待等功能，这一系列的变化也说明苹果开始放更多精力与中国国产厂商抢用户。

同样的威胁也令三星神经紧绷了起来，尤其是在中国市场。虽然此前推出的S7/S7 Edge两款旗舰产品在全球获得了成功，但是受中国品牌崛起的影响，今年二季度销量同比去年同期也仅仅增长了5.5%。相比苹果，三星的步伐则快了很多，近期迅速的推出了完全针对中国市场且完全由中国团队开发设计的C5和C7两款机型。三星寄希望于完全本地化的团队能够更好的应对中国国产厂商的蚕食。但是面对在中国市场厮杀多年的本土厂商们，能不能突出重围还很难下定论。

中国成为全球手机主战场占领高端市场成为关键

今年第二季度中国智能手机全球出货量为1.39亿台，超苹果三星两大巨头的总和，这个数据也进一步表明中国已经成为了全球手机市场的主战场。根据市场调研公司GfK公布的最新数据来看，虽然今年第二季度整体销量增长趋于平稳，但是在细分市场来看，2500元以上价位的中高端市场增长率还是远高于低端市场的，而占领高端市场则成为了手机厂商交火的主阵地。

（数据来源：GfK）

根据IDC数据显示，相比去年同期，仅有vivo和OPPO两个品牌获得了较大幅度增长，其中vivo同比高达80.2%的增长也让它成功跻身全球前五的行列，vivo的这一变化也主要是来自中高端产品销量的提升。

近年来，中国品牌在高端市场的占有率已经从不足50%猛增至70%，据GFK2016年6月份的数据显示，2000-2500、2500-3000、3000-3500、3500-4000元中高端价位段区间，华为、vivo、OPPO等品牌在上述所有价位段中均排入前三，越来越多的中国消费者在购买中高端手机时会跳出苹果or三星的既定思维，这也是为什么三星S7系列销量几乎没有明显增长以及iPhone销量出现下滑的主要原因。

（数据来源：GfK）

洞察消费者需求国内品牌成功因为更懂用户

IDC手机团队研究经理Anthony Scarsella表示：“随着高端市场竞争升级，手机厂商需要继续以用户能接受的价格推“旗舰机型”以维持增长。如华为、vivo等中国厂商已经运用这一策略获得了成功，而且它们在高端产品上还不断优化消费者看重的拍照、音质、设计等功能”。这也佐证了国内厂商的成功很大一部分原因是来自对于消费者需求的洞察。

以vivo为例，其全球副总裁冯磊曾对记者提到过，vivo每年都会通过专门的消费者研究部门进行数十万人次的定量问卷来调查消费者对手机的需求变化，其他手机品牌也会通过各种不同的方式来实时关注着消费者的需求变化，以便于快速调整产品策略。相比苹果和三星，更加迅速的反应为中国国产品牌抢占了先机。

全球手机销量放缓，局势趋于稳定，这意味着竞争将越发激烈，增长将更加困难。谁能更好的理解消费者的需求，未来才能够更加具有竞争力。而对于消费者而言，越是激烈的竞争无疑越是一个利好的消息，未来将会有更多卖点鲜明的产品可以选择的同时，品质的提升也会更加重要。华为、OPPO、vivo三个品牌之所以能挤进全球前五，其对于技术创新重视以及对于市场的了解起到了关键作用。