2017 China's domestic mobile phone market, small firms will face life and death test-mobile phone-IT news

After two third-party market research firm reports played 2017 year drama of the mobile phone industry.

Take a look at IDC data. 2016 global smartphone sales was 1.47 billion, an increase of 2%, up from a previous IDC projections of 0.7%.

Down to specific brands, encounter Note7 burning loss of this embarrassing incident Samsung ranked first in shipments, Apple II, at the back of Huawei, OPPO and vivo, respectively.

Figure for China's top five Smartphone vendor and market share (source: IDC)

Another 2016 China Mobile phone market-specific report, IDC's data is that OPPO to 78.4 million in sales, ranked first, two Huawei, VIVO, respectively. Apple ranked IV, v of millet, Samsung only and the remaining brands were included in "other" category.

From the perspective of overall sales, Apple, Samsung, two giant collective sales declines, three Chinese manufacturers have varying degrees of growth. Global markets, OPPO grew 103.2% rate 132.9%,VIVO; domestic market, OPPO grew 122%, Huawei rose 22%,VIVO rose 97%.

Figure as a Counterpoint with the IDC data

Similarly, another Counterpoint data, OPPO R9 over iPhone 6s become the best-selling phone in 2016. In the world's top five mobile phone manufacturers, also only OPPO, VIVO, Huawei and Golden State that four Chinese domestic manufacturers to achieve a substantial growth over 20%.

It is easy to see, China-made mobile phones in the last year to shine, among them, the most bright OV. However, columns so much data is not written for OV hymn. Some scenery, someone will be frustrated, the data on the other side, with millet as the representative of the Internet last year was not very good.

Internet cell phone dilemma

Flying on the Internet outlet of "myth of millet" at 2013-2014, the emergence of a number of Internet phone brand, their best feature is "go to the channel and value for money".

Luo Yonghao

Some of them have disappeared last year, such as coke, IUNI, nibiru etc. Luo Yonghao was rumored last year closed down 6 times, acquisitions 5 hammers, as well as Zhou hongyi "being friends with the ditch", "selling a losing one" 360 phone.

Lenovo ZUK, Nubia, plus cell phone did not work. In contrast, glory and phone of the Internet in this phone, is doing fine now. But compared to OPPO, Vivo and Jin these roots in offline channels, especially in three or four cities have good penetration of the firms, Internet phone stood down last year.

According to IDC figures, in 2016, millet shipping 41.5 million units, compared with the 2015 64.8 million units, down by 36%. Glory, because being in the company, there is no specific data, but its 2016 is scenery, founded three years ago, was born at least 5 sales breaking millions of products.

Looking back at Hammer, 360 and a plus phone, although there has been no shortage of buzz, but haven't been able to match into shipments, sales less than Huawei, OV the explosive products.

Facing the emergence of OPPO, Lei seemed unconvinced, he expressed the view last year, caught up with three or four cities that OPPO is because changing tide of asymmetric information and market dividend. But millet with the rise of mobile Internet users broke out dividends. Timing there, see if manufacturers can grasp.

High performance-price ratio, is represented by millet Internet phones one key to success in the past. However, for now, this is not so easy.

Starting from the second half of last year, Chinese-made mobile phones in a round of price boom. Following the charming Blue Note after 5 open price beginning early this year, millet is also carried live. Red rice 4 and 4A entry-level red m rose 100 Yuan. This price boom because component prices and the exchange rates downward as a result of increased production costs.

2017 rising raw material, manufacturers profit-related pressure increase (source: GfK)

According to the GfK report, 2017 phone business margin pressure will increase. The pressure from rising costs for handset vendors, consumers will eventually have to carry.

Not the same speed play

From IDC's data, in 2016, amounted to 66.5% of the top five manufacturers market share. This suggests that users have to the head set, winner of the era. Millet and glory respectively at the beginning of the solar and Lunar calendars for the new year, give yourself a small target.

Lei

On the company's annual meeting on January 12 this year millet, Lei said that revenue in 2017 to the hundreds of billions. Zhao Ming, President of glory is said in a new year message issued on February 6, 2017 glory for Internet phones speed.

Lei said in his speech, the worst is over. Millet started e-commerce sales in the past year had been challenged, he believed that only electrical contractor has not done enough, because only 20% will pass the electrical contractor to buy their phones, and 80% still is through the online stores to buy cell phones.

Uneasy to do a good business phone company, millet and offline integration is presented "new retail" mode.

Millet offline brand retail flagship store is now open, 54. In 2017, rice planned to open 200 stores, the next three-year plan to open 1000 millet House.

In addition to the new retail, black technology, internationalization, and artificial intelligence, and are one of the core strategies of millet this year. Lei also mentioned that the millet to adhere to continuous technical innovation to break through and hold the high-end mobile phone market.

International electronic business Chief Sun Changxu, an analyst said 2017 phone except to keep online 40% market share, offline market needs with open channels, operators, especially in overseas markets.

Before the Spring Festival this year to help budding Hugo millet in the global technology industry millet Barak announced he was leaving to join Facebook, industry watchers believe that he left behind is a reflection of millet bumpy road to internationalization.

In overseas markets, millet somewhat presentable just last year in India: India in October sales of 1.35 million mobile phones in the market, annual sales exceed $1 billion, into India's mobile phone market the first three.

In honor of Zhao Ming, in a new year message, refers to quality, innovation and speed increase of the three core aspects of service, to lead the Internet cell phones into the second half. At the end of last year in the final battle, glory launched the flagship "artificial intelligence" glory of the Magic phone.

Channels, and millet are similar to glory is no longer a net on line e-commerce play. But millet is different, glorious online under the asset-light model. With a line of impact and product quality to attract partners under the line, and the ecological chain 42 ounces of play similar to millet.

Overseas markets, thanks to big brother patent accumulation of Huawei, and pave the way for market, glory has successfully entered Europe, Russia, India, the Middle East, Malaysia, Japan, 74 countries and regions.

GfK noted in its annual report on China's mobile phone market this year, O2O, channels of cooperation, driven by such factors as differences narrowed, future integration of online and offline resources and coordinated growth becoming inevitable.

2017 growth potential below the line continuation lines the thick product sends thinly (source: Gfk)

This report concluded that 2017 line will continued growth potential of the Smartphone market, expects growth of 8.3%, online marketing breakthroughs are limited in the short term, needs to continue to accumulate, and expects an increase of 3.6%, below the line.

This means, OV and other mobile phone manufacturers still greater advantage of offline channels this year. Millet and glory as a representative of the Internet cell phone manufacturers, to gap not being pulled more and more, maintain online advantages and increase offline sales will become inevitable.

Online marketing is not altogether without a chance. Online shopping is the general trend of the development of the Internet, when three or four lines to one or two cities for urban development of Internet penetration and when logistics, online channel will become more and more important. But when will become mainstream sales channel for mobile phones on the line in the short term it is hard to say.

Conclusion: millet, Huawei, OPPO and how big or stay ahead of competition between vivo, but relatively small volume manufacturers such as hammer, 360, through mobile phones businesses profit, access to the Internet phones in the second half, they faced problems.

2017年的中国国内手机市场，小厂商将面临生死考验 - 手机 - IT资讯

节后两家第三方市场调研公司的报告，奏响了2017年手机行业的开年大戏。

先来看看IDC的数据。2016年全球智能手机总销量为14.7亿部，增幅为2%，高于此前IDC预测的0.7%。

细化到具体的品牌，遭遇Note7燃损这一尴尬事件的三星出货量排名第一，苹果第二，排在后面的分别是华为、OPPO和vivo。

图为中国前五大智能机厂商及份额（来源：IDC）

在另一份专门针对2016中国手机市场的报告里，IDC给出的数据是，OPPO以7840万部的销量，排在第一，后两位分别是华为、vivo。苹果排在第四，小米第五，三星只能和余下的众多品牌一起被计入“其他”这个类别。

从整体销量看，苹果、三星这两大巨头销量集体下滑，三家中国厂商都有不同程度的增长。全球市场，OPPO的增长率达到了132.9%，vivo增长了103.2%；国内市场，OPPO同比增长122%，华为同比增长22%，vivo同比增长97%。

图为Counterpoint与IDC数据

无独有偶，在另一家机构Counterpoint的数据中，OPPO R9超越iPhone 6s成为2016年最畅销的手机。在全球前五的手机厂商中，也仅有OPPO、vivo、华为和金立这四家中国国产厂商实现了超过20%的大幅增长。

不难看出，中国国产手机在去年大放异彩，这其中又以OV最为璀璨。但，列了这么多数据并不是在为OV写赞歌。有人风光，就会有人失意，这些数据的另一面，以小米为代表的互联网手机去年过得并不太好。

互联网手机困局

在互联网风口上飞起的“小米神话”所处的2013至2014年，涌现了一批互联网手机品牌，它们最大的特点是“去渠道化和性价比”。

图为罗永浩

它们有的去年就已经消失了，如大可乐、IUNI、nibiru等。还有罗永浩去年被传言倒闭6次、收购5次的锤子，以及周鸿祎那“被友商带沟里”，“卖一台亏一台”的360手机。

联想ZUK、nubia、一加手机等过的也并不如意。相对来说，荣耀和小米手机是这一批互联网手机中，目前算活得不错的。但相比OPPO、vivo甚至是金立这几家深耕线下渠道，尤其是在三、四线城市有很好渗透的厂商来说，互联网手机在过去那一年显得很失意。

根据IDC数据，2016年全年，小米出货4150万台，与2015年的6480万台相比，下跌36%。而荣耀方面，因为被归在了华为当中，目前尚无具体数据，但是它的2016年也算风光，成立三年间诞生了至少5款销量破千万台的产品。

反观锤子、360以及一加手机，虽然一直不缺话题性，但也一直没能转化为与之匹配的出货量，全年销量甚至不及华为、OV的爆款单品。

面对OPPO的异军突起，雷军似乎有些不服气，他去年曾表达过这样的观点，说OPPO是因为赶上了三四线城市换机潮以及信息不对称的市场红利。但小米的崛起也是借助了移动互联网用户大爆发的红利。时机在那里，就看厂商能不能把握。

高性价比，是以小米为代表的互联网手机以往制胜的关键之一。然而，在目前看来，这招已经不那么好用了。

从去年下半年开始，中国国产手机迎来了一轮涨价潮。继今年年初魅蓝Note 5拉开涨价序幕后，小米也扛不住。红米4和入门级的红米4A都涨了100元。这波涨价潮的原因在于元器件涨价以及汇率下行等因素所导致的生产成本增加。

2017年原材料上涨，厂商盈利压力增加（来源：GfK）

根据GfK公布的报告，2017年手机厂商的利润压力将增大。成本上升给手机厂商带来的压力，最终都会由消费者来承担。

不一样的加速打法

从IDC给出的数据，2016年全年，前五大厂商共计占有66.5%的市场份额。这表明，用户已经向头部集中，赢家通吃的时代来临。小米和荣耀分别在阳历和阴历的新年伊始，给自己定了个小目标。

雷军

在今年1月12日小米公司的年会上，雷军说2017年收入力争千亿。荣耀总裁赵明则是在2月6日发出的新春寄语中表示，2017年荣耀要为互联网手机提速。

雷军在致辞中说，最坏的时候已经过去了。小米起家的电商销售模式在过去一年遇到了挑战，他认为眼下只做电商已经不够，因为只有20%的人会通过电商来购买手机，还有80%的人仍然是通过线下实体商店购买手机。

不安于只做一家不错的电商手机公司，小米提出了线上线下融合的“新零售”模式。

小米线下品牌零售旗舰店，目前已经开通54家。在2017年，小米计划开到200家店，未来三年计划开通1000家小米之家。

除了新零售，黑科技、国际化以及人工智能，也都是小米今年的核心战略之一。雷军还提到，小米要坚持持续的技术创新，以突破并站稳高端手机市场。

国际电子商情首席分析师孙昌旭认为，2017年小米手机除了要守住线上40%的市场份额，线下公开渠道、运营商市场也需要发力，尤其是海外市场。

在今年春节前，帮助小米在全球科技行业崭露头角的雨果·巴拉宣布离开小米加入Facebook，业内分析认为他离职背后反映的是小米坎坷的国际化之路。

在海外市场，小米去年稍微拿得出手的也仅仅只是印度市场：10月印度市场销售135万台手机，全年销售突破10亿美元，挤进印度手机市场前三。

在荣耀赵明的新春寄语中，则是提到要从品质、创新和服务三大核心方面提速，来引领互联网手机进入下半场。在去年年底的收官之战中，荣耀推出了主打“人工智能”的荣耀Magic手机。

渠道方面，和小米类似，荣耀目前也已经不再是纯线上电商的打法。但和小米不同的是，荣耀在线下走的是轻资产模式。即凭借线上的影响力和产品自身的品质来吸引线下的合作伙伴，与小米生态链四两拨千斤的玩法异曲同工。

海外市场方面，得益于老大哥华为的专利积累和市场铺路，荣耀目前已成功进入欧美、俄罗斯、印度、中东、马来西亚、日本等全球74个国家和地区。

GfK在今年的中国手机市场年报中指出，在O2O、渠道合作、差异缩小等因素驱动下，未来线上线下资源整合、协同增长成为必然趋势。

2017年线下增长势能延续，线上厚积薄发（来源：Gfk）

这份报告认为，2017年线下智能手机市场将延续增长势能，预计同比增幅达8.3%，线上市场短期内突破有限，需要持续积累，预计同比增长3.6%，低于线下。

这也就意味着，OV等手机厂商今年依旧占据更大的线下渠道优势。以小米和荣耀为代表的互联网手机厂商，要想差距不被拉得越来越大，保持线上的优势和加大线下的销售将成为必然。

线上市场也并非完全没有机会。网购是互联网发展的大趋势，当三四线城市发展到了一二线城市的互联网普及率以及物流配送时，线上渠道会越来越重要。但线上何时能成为手机的主流销售渠道，短期内还很难说。

结语：小米、华为、OPPO和vivo之间的竞争是如何做大或者保持优势，但对于锤子、360等体量相对较小的厂商来说，能否通过手机业务盈利，进入互联网手机下半场，才是他们面临的问题。