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Global Smartphone Sales Fell By 20.4% In The Second Quarter And Are Expected To Gradually Recover In The Second Half Of The Year

2020/8/28 17:36:00 6

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Under the influence of the epidemic, the mobile phone industry, which is not easy to make a machine, was more difficult in the first half of the year. Recently, according to a survey conducted by the semiconductor research office of trendforce, the global Smartphone Production in the second quarter totaled 286 million units, up 2.2% compared with the previous quarter, but declined by 16.7% compared with the same period last year, which was the biggest decline in a single quarter in history.

According to Gartner, another research firm, global smartphone sales in the second quarter were 294 million, down 20.4% from the same period last year. Although the number of mobile phone sales and production disclosed by the agency is slightly different, the overall trend is the same. Compared with the first quarter, the second quarter has improved, but it is still at a low point year-on-year.

Against the background of global downturn, all regions can not avoid falling. According to Gartner data, China's smartphone market only sold 94 million units in the second quarter, down 7% from the same period last year, although demand gradually recovered with the lifting of the new crown blockade. In addition, in the Indian market, due to the strict control measures, the sales volume decreased by 46% in the same period, and India was the largest decline among the top five global smartphone sales.

Since the second half of the year, signs of warming have appeared. With the relaxation of epidemic prevention in the later stage and the policies related to economic revitalization launched by various countries, it is expected that the smartphone market will recover in the second half of the year. It is estimated that the total production in the third quarter will reach 335 million units, a year-on-year decrease of 10.1%. Although the performance of a single quarter is still lower than that of the same period of last year, it is 17.2% higher than that of the second quarter.

Samsung's share of the market has declined greatly, and Huawei faces uncertainties

In terms of brand market share, Samsung, Huawei and apple ranked the top three. Under the impact of the epidemic, both in terms of production and sales, Samsung's decline is most obvious, apple is relatively stable, and Huawei is facing unprecedented challenges.

Jibang pointed out that since March, the international epidemic has been rapidly warming up, and the disasters in Europe, the United States and India, which are the main sales bases of Samsung, have spread. Compared with other brands, Samsung suffered more in the second quarter. Although the production capacity ranked first with 55 million units, the quarterly growth performance was the only declining brand in the list, with a decrease of nearly 16% compared with the previous quarter. In the third quarter, due to Huawei's ban upgrade and other unstable factors, Samsung intends to pull back from the previous downturn, aim at the low and medium-end market and actively carry out spare parts preparation, so the production capacity will have an opportunity to improve.

According to Gartner data, Samsung ranked first in sales in the second quarter, with 54.7 million mobile phones sold, accounting for 18.6% of the market. However, compared with the previous year's 75.12 million units, sales fell by 27.1%, the biggest drop among the world's top five.

Huawei, whose main sales market is China, produced about 52 million units in the second quarter, up 13% from the previous quarter, according to Jibang. Compared with the second quarter of last year, Huawei sold 548.8 million mobile phones, with a total market share of 548.8%.

Apple, the third largest, sold about 38.39 million units in the second quarter, accounting for 13%, with a year-on-year decrease of 0.4%. In the second quarter, due to the better than expected sales performance of iPhone Se and iPhone 11, apple ranked third in the world in terms of 41 million units, with a growth rate of 8% in the quarter. The third quarter will continue to benefit from the above two mobile phone orders, as well as the production of four iPhone 12 series equipped with 5g applications. As the 5g function leads to a significant increase in material costs, Apple will reduce costs and stabilize terminal pricing by reducing the price of spare parts and eliminating random accessories such as headphones and power adaptors, so as to improve sales performance.

Among the top three, Huawei and apple are greatly influenced by US policies. Huawei's overseas market share will inevitably be eroded, and the domestic market will also face fierce competition from other brands. On the other hand, the U.S. policies on tiktok and wechat may affect Apple's subsequent sales in the Chinese market. Therefore, there are many variables in the second half of the year.

According to Jibang data, Xiaomi, oppo (including oppo, oneplus, realme) and vivo ranked fourth to sixth, with the production of 29.5 million units, 27.5 million units and 26.5 million units in the second quarter, all of which showed an increase of more than 10% in the second quarter. As for the three parties focusing on the Indian market, the recent tense relationship between China and India has resulted in a lot of sales pressure. With the long-term localization of brands and the advantages of high cost performance of products, there is still a chance to stabilize the market share in this wave of resistance. Observing its long-term marketing strategy, the three brands will continue to expand the middle and low-end markets in Europe, India, Southeast Asia and Russia.

In the second half of the year, 5g permeability will be increased gradually

Although the first half of the mobile phone market demand weakened, but the second half of the year will gradually pick up. The global total production of smart phones will remain at 1.243 billion in 2020, with an annual decline of 11.3%. Under the assumption that the epidemic situation is expected to ease in the middle of next year, the total production of smart phones is expected to rise.

In addition, mobile phone brand manufacturers hope to stabilize their market share in the downturn by virtue of their 5g mobile phones this year. In addition, the recent launch of medium and high-end 5g chips by high-end mobile processor manufacturers such as Qualcomm and MediaTek, it is estimated that the global number of 5g smartphones will rapidly increase to 238 million, with a penetration rate of 19.2%.

On the one hand, with the rapid increase of 5g mobile phones in the Chinese market, major manufacturers are also eager to seize the 5g replacement wave. At present, the price of 5g mobile phones in the Chinese market has dropped below 2000 yuan. Gartner said Huawei's breakthrough was successful because of domestic demand in China and support for 5g smartphones. In the second quarter, Huawei continued to occupy a leading position in China's domestic market, with smartphone sales accounting for 42.6%.

No matter Huawei or its glory, the layout of 5g is quite radical. "In the second quarter of this year, the coverage and proportion of 5g mobile phones increased rapidly. In June, 5g mobile phones accounted for more than 40%," Zhao Ming, President of glory, said in an interview with the 21st century economic reporter: "by the third quarter and the fourth quarter, the proportion of 5g mobile phones may reach 50% and 60%, and by the end of the year, it may be about 70%

Compared with the gradual transition in 4G period, 5g market has been fully covered from the beginning. One is full coverage of price, the other is full coverage of channels. At the beginning, it is closely related to the expansion of mobile phone market and the expansion of mobile phone market. The head manufacturers with strong comprehensive strength are more capable of covering all price segments from top to bottom in the initial stage, and further expand online and offline channels.

According to the annual forecast of counterpoint, the number of 5g mobile phones in the Chinese market alone will exceed 100, and the annual shipment is expected to exceed 150 million.

On the other hand, mobile phone manufacturers are still competing for an ecosystem with 5g mobile phones as the core. Xiaomi started to lay out the Internet of things very early. Besides mobile phones, the ecological chain of household appliances has been dormant for a long time. Oppo no longer takes itself as a mobile phone company, and plans to release more intelligent hardware and emphasize the scientific and technological attributes. Huawei has announced the "1 + 8 + n" strategy, from mobile phones to core hardware, and then to intelligent products with more scenes. There is no need to say much about Apple's mobile phones, tablets, computers and other ecology. How to improve the efficiency of 5g production system in the era of self innovation.

 

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