After experiencing the “bombing” of folding screen mobile phones of major brands at the end of 2021 and the beginning of 2022, the overall sales market of mobile phones in China was a little “unsold” in January this year.
Recently, the Chinese Academy of communications released the “analysis report on the operation of China’s mobile phone market in mid January 2022”. The report shows that in January 2022, China’s mobile phone shipments were 33.022 million, a year-on-year decrease of 17.7%. Among them, the shipment of 5g mobile phones was 26.324 million, a year-on-year decrease of 3.5%.
Comparing the data of the fourth quarter of 2021, the new consumption daily found that January 2022, which should have been the small peak season of mobile phone sales, fell for the first time in nearly three months.
Some observers pointed out that at present, the general replacement cycle in the market is about two years, and attracting consumers to change depends mainly on the products. In January this year, the year-on-year decline in mobile phone shipments in the Chinese market was partly due to the lack of heavy products.
Specifically, in January 2022, the largest domestic brand mobile phones shipped a total of 25.652 million, of which 98% were smart phones, and 5g mobile phones also accounted for 79.7%. From the number of new mobile phones listed in January, it shows an obvious situation of “insufficient stamina”.
In January 2022, a total of 30 new models were listed in China’s mobile phone market, depending on the total number of new models, down 43.4% year-on-year in 2021. Among them, there are 15 5g mobile phones, accounting for only half of the total, with a year-on-year decrease of 53.1%.
Although the folding screens of oppo, Huawei and glory refreshed the historical sales records of similar mobile phones in January, oppo find n has been on sale for 2 months, and it still needs to be purchased at present. However, the medium and high-end main models iqoo 9 series, realm GT2 series, one plus 10 series and Xiaomi 12 series sold in the same period did not cause a circle discussion.
This also led to a year-on-year decrease of 24.0% in the shipment of domestic brand mobile phones and 18.2% in the shipment of smart phones in January.
The above observers pointed out that the sales volume of major domestic brands of mobile phones was not obvious in January, perhaps because the performance improvement of Xiaolong 8gen 1 chip was not as expected. In the process of product evaluation, the performance of the model equipped with the latest Xiaolong 8gen 1 has not improved significantly, but the power consumption has increased, which makes it impossible to stimulate the enthusiasm of the market.
In addition to the lack of heavy products that can really “fight”, the price of flagship models of head brands is not “friendly”.
According to the latest data of counter point market monitor, its sales have increased rapidly since its glory independence and smooth return to the domestic mobile phone competitive market in 2021. In the fourth quarter of 2021, glory China’s market share rose to the second for the first time, doubling over the same period last year. In the statistics of weekly sales share in January 2022, glory city accounted for 17%, a record high.
Guosen Securities Co.Ltd(002736) analysts said that the strong recovery of glory brand is the direction with more than expected potential in the smartphone sector in 2022.
In January, the glory listed mobile phone was the first flagship folding screen machine with a price of nearly 10000 yuan, and the price was the highest among domestic mobile phones in the month. When evaluating the folding screen mobile phone, some bloggers said frankly that choosing to buy the combination of “mid-range mobile phone + tablet” at the same price is more in line with the current usage habits of most people, and the cost performance is also higher.
According to the sales ranking of JD self operated mobile phones in January, in addition to the apple brand, the top domestic mobile phone sales are still medium and low-end models with a price of 1500 ~ 3500 yuan. In addition to a small number of early adopters, folding screen mobile phones with high prices still do not have the potential to become mainstream mobile phones.
However, all parties are very optimistic about the development trend of folding screen.
According to the latest report of IDC, the global shipment of folding screen mobile phones reached 7.1 million in 2021, an increase of 264.3% over 1.9 million in 2020. It is estimated that by 2025, the global shipments of folding screen mobile phones will reach 27.6 million, with an average annual growth rate of 69.9%.
Guorong Securities said that in the folding screen industry chain, Chinese panel manufacturers such as BOE, Visionox Technology Inc(002387) and shentianma all have the mass production capacity of flexible AMOLED. Wuhu Token Sciences Co.Ltd(300088) has a leading edge in the field of thinning core technology, and China’s market share ranks first. It is expected to benefit from the increase of UTG glass demand in the future. Mobile phone battery manufacturers can pay attention to Chinese consumer electronics battery manufacturers Shenzhen Desay Battery Technology Co.Ltd(000049) , Sunwoda Electronic Co.Ltd(300207) , etc. The most critical rotating shaft field, Jiangsu Gian Technology Co.Ltd(300709) and Nbtm New Materials Group Co.Ltd(600114) have great advantages in the hinge field.
With the price reduction and popularity of folding screen mobile phones, it is expected that more suppliers will take market share from Samsung.
