Two months after its release, the iPhone 13 was "really fragrant". After October, it once again led apple to the top of the monthly sales list in November.
The daily economic news, together with the third-party data agency cinno research, continuously releases the data observation report of China's mobile communication industry every month. This report shows that in November, Apple's total sales reached 6.7 million units, and the sales of Xiaomi, the second largest, was 4.1 million units. Behind the second place is the sharp increase in sales of Xiaomi in November, with a month on month increase of 46.9%. It is the manufacturer with the largest month on month increase in sales of top 5 brands and the only positive month on month increase in sales of mainstream brands in China.
At the end of the year, cinno research predicts that oppo and vivo will continue their strong performance this year, with market shares of about 24% and 22% respectively, ranking first and second in China; Apple's smartphone market share is expected to reach about 17%, ranking third in China.
In terms of mobile phone chips, MediaTek once again surpassed Qualcomm, ranking first in November with the sales of 8.6 million smart phone chips, followed by Qualcomm with the sales of 8.4 million in the current month, further narrowing the sales gap between the two manufacturers. In addition, Apple's sales of smart chips are still increasing, but the high growth trend has ended.
analysis of China's mobile phone sales: iphone13 continues to drive Apple's sales. VO has insufficient momentum at the end of the year
In November, the annual flagship iphone13 series released by apple in September remained hot, helping the apple brand to rank first in mobile phone sales after October.
According to cinno research, in November, the sales volume of iphone13 series remained high, ranking first in the single machine sales volume in the Chinese market with the sales volume of about 2.72 million units for the second consecutive month, driving Apple's smartphone sales to rank first in the Chinese market. In November, the total sales volume of Apple's mobile phones reached 6.7 million units, a month on month increase of 3.7% and a year-on-year increase of 14%.
In November, Xiaomi's smartphone sales soared, ranking second in the Chinese market and first in Android mobile phone sales, with a month on month increase of 46.9%. For the significant growth of Xiaomi's mobile phone sales in November, cinno research believes that this is mainly driven by the listing of redminot 11 series and the "double 11", and Xiaomi's omni-channel sales reached a new high.
In the same period, the sales volume of VO (Note: vivo and oppo) intelligent machines decreased in varying degrees year-on-year and month on month. Vivo and oppo fell by 10.3% and 18% month on month and 12.9% and 17.1% year-on-year respectively. Compared with the two, vivo surpassed oppo by a narrow margin and ranked third in the monthly sales list.
Ranked fifth in honor. In November, although the sales volume of glory smart machines decreased slightly by 2.4% month on month, among the top 5 brands, the year-on-year increase was the largest, at 32.1%. Cinno research believes that, on the one hand, this is because glory chips were limited in the same period last year, resulting in a low sales base in the same period. On the other hand, it benefited from the listing of glory x30 series.
performance analysis of mobile phone manufacturers: oppo sales volume is expected to be the first in the whole year, and it still takes time for domestic brands to become high-end
According to cinno research, as of November, the cumulative sales of smart machines in the Chinese market this year was about 292 million, a year-on-year increase of 4%. Cinno research believes that the growth is due to the impact of the epidemic in the first half of last year and the low sales base in China in the same period, but the slow growth is due to the delayed release of Apple's new products last year, resulting in the delay of market consumer demand.
In December, various year-end promotions came one after another, and mobile phone manufacturers will enter the battle of ending in 2021. Cinno research predicts that the sales volume of intelligent machines in the Chinese market this year is expected to be about 320 million, with a year-on-year increase of 3% ~ 7%. By brand, Apple's smartphone market share is expected to reach about 17% driven by the hot sales of iPhone 13 series, ranking third in China; OV will continue its strong performance this year, with a market share of about 24% and 22% respectively, ranking first and second in China; Millet's share may be slightly lower than apple, ranking fourth; Glory ranked fifth.
Last year, the top three in annual sales were Huawei, vivo and oppo. The total sales of the three accounted for 56% of China's smartphone market. Glory sales surpassed apple and ranked fourth, while Xiaomi sales were slightly lower than apple and ranked sixth.
This year, some people in the industry originally predicted that Xiaomi would become the biggest winner, but from the performance of the whole year, it was apple that benefited.
"Apple is the only brand that only targets the high-end market, and its brand image is deeply rooted in the hearts of the people," said an analyst at cinno research. "The product value of iPhone 13 series has been upgraded compared with that of iPhone 12 series. The 5nm process A15 chip carried by iPhone 13 series is ahead of other brands, the price has made concessions, and more consumers are willing to pay for it.".
In addition, analysts believe that the consumption of China's smart machine market has been upgraded, and the share of high-end smart machines with more than 5000 yuan has continued to rise. With the launch of models limited by Huawei and unmatched by other brands, Apple's share in this range has continued to grow, and one dominant company will continue to enjoy this wave of growth dividend.
For the performance of domestic brands in high-end product lines, cinno research analysts believe that although Xiaomi, VO and other brands are also trying to win the high-end market share lost by Huawei, their high-end road still needs time because they can't break through the core competitiveness such as chips, systems and ecology.
On December 28, Xiaomi will officially release Xiaomi's 12 series of new products. On December 21, Lei Jun sent a microblog to warm up and said: "Xiaomi's high-end mobile phones have officially begun to benchmark apple." In this regard, cinno research analysts believe that Xiaomi's benchmarking with apple, the industry leader, is the first step for Xiaomi to "become the first in the world in three years". At present, Xiaomi has made benchmarking mainly in the serialization and unification of the appearance design of the product line, but there is still a long way to go in terms of chip, system and ecology to improve the sense of user experience.
analysis of mobile phone supply chain: the high growth of Apple's smart chip sales has ended, and there are signs that the price of LTPS panel has stopped falling
According to customs statistics, from January to November, China exported 284 billion integrated circuits, a year-on-year increase of 23.0%; 582.22 billion integrated circuits were imported, a year-on-year increase of 19.3%. In November, the output of integrated circuits was 30.1 billion, a year-on-year increase of 11.9%.
In terms of mobile phone chips, MediaTek once again surpassed Qualcomm, ranking first in November with the sales of 8.6 million smart phone chips, but with a year-on-year decrease of 9.3%. Qualcomm followed with the sales of 8.4 million chips in the current month, with a year-on-year increase of 25%. The sales gap between the two manufacturers was further narrowed. Apple's sales of smart chips are still increasing, but the high growth trend has ended. In November, the sales volume was 6.7 million, with a year-on-year growth rate slowing to 14%; Huawei Hisilicon and Ziguang zhanrui ranked fourth and fifth in the sales volume of the month with the sales volume of 1.1 million and 800000 respectively.
In terms of smartphone panel demand, cinno research monitoring shows that affected by the continuous downturn in market demand, LCD panel prices have entered a downward cycle since July this year, in which a-Si panel prices have fallen for six consecutive months since July, with a cumulative decline of 4.7%; After the price of LTPS panel fell for five consecutive months since July, some products began to show signs of stopping the decline this month, mainly due to the continuous optimization of the production capacity of the main manufacturers of LTPS panel and the continuous promotion of destocking at the end of the year, and the demand for some LTPS panel products has a good trend.
Cinno research estimates that AMOLED panel prices will remain high and sideways in December 2021 and January 2022; Affected by the weak terminal demand, the price of a-Si products will continue to decline slightly by US $0.1, and the price of some LTPS products will stop falling for the first time.
(Daily Economic News)
