Waterloo in the Chinese market! Apple falls out of the top five in terms of shipments for the first time; Huawei becomes the biggest winner: relying on 5G and Hongmeng to make a comeback

According to news on July 30, China’s smartphone market is undergoing a huge change. IDC has just released China’s smartphone market shipment data for the second quarter of 2024. To the surprise of the outside world, Apple's mobile phone shipments fell by 3.1%, falling out of the top five in the Chinese market for the first time in four years; Huawei ranked second with a market share of 18.1%, and its shipments increased by more than 50% year-on-year. "Huawei falls, Apple is full." This was the consensus generally formed by the outside world when Huawei's mobile phone business encountered difficulties a few years ago. But now, with the return of Huawei mobile phone 5G, this situation is being reversed. Yu Chengdong lamented in 2021 that Huawei's high-end mobile phone market has been given to Apple, and the mid-to-low-end market has been given to OPPO, vivo and Xiaomi. Now, has Huawei succeeded in “revenge”? Huawei regains lost ground The latest mobile phone quarterly tracking report released by IDC shows that in the second quarter of 2024, China's smartphone market shipped approximately 71.58 million units, a year-on-year increase of 8.9%, continuing the growth momentum. Among them, vivo ranks first in China's smartphone market with a market share of 18.5%, a year-on-year increase of 17.1%; Huawei ranks second with a market share of 18.1%, a year-on-year increase of more than 50%; OPPO ranks first with 15.7% Its market share ranks among the top three in the market, with Honor and Xiaomi ranking fourth and fifth respectively. Overall, Huawei is the biggest winner, with the largest year-on-year increase in shipments among the top five manufacturers. This also continues the trend in the first quarter of this year. According to the first quarter of 2024 data released by Canalys in April this year, Huawei has regained the first place in the Chinese mainland market after 13 quarters. With the enthusiastic market response of the Mate and nova series, its shipments reached 11.7 million units and its market share reached 17%. Data from another organization also confirms that Huawei regained its first place in the country in the first quarter of this year. Data released by IDC shows that in the first quarter of 2024, China's smartphone market shipped approximately 69.26 million units, a year-on-year increase of 6.5%. IDC believes that in the first quarter, thanks to the good market performance of manufacturers such as Honor and Huawei, the overall Android market grew by 9.3% year-on-year. In terms of specific rankings, Huawei has recovered rapidly since its return at the end of August last year, with a year-on-year increase of more than 100% and a market share of 17.0%, tied for first place with Honor. In fact, Huawei's return will begin in the third quarter of 2023. In August 2023, Huawei suddenly announced the launch of the "Huawei Mate 60 Pro Pioneer Plan" and directly launched the Mate 60 series without holding a new product launch conference. Although Huawei has not officially confirmed whether the Mate 60 series supports 5G, in many media reviews, this product is equipped with a Kirin 9000s processor and the network speed reaches 5G speed, which directly ignited users' enthusiasm for purchasing. Later, Huawei Mate X5 and Huawei nova 12 series products also successively joined the Pioneer Plan. According to domestic media reports, the total sales of Huawei's two high-end smartphone products, Mate60 series and Mate X5, have successfully exceeded the 10 million unit mark. With the return of 5G and the blessing of Hongmeng OS, relying on the Mate 60 series and nova 12 series, Huawei has quickly regained lost ground in the mid-to-high-end market. IDC data shows that in the fourth quarter of 2023, Huawei achieved a market share of 13.9% with a year-on-year increase of 36.2%, ranking fourth in the domestic market. This is Huawei's return to the ranks of mainstream manufacturers after several years. It is worth noting that on April 18 this year, Huawei’s Pura 70 series once again went on sale with a sudden pioneering plan. Similar to the direct launch of the Huawei Mate 60 series in August last year, Huawei’s online channels were “sold out in seconds”. With the launch of Huawei's Pura 70 series, Huawei has further recovered its previous market share and revenue losses. Apple hurt the most? It is worth noting that with the return of Huawei’s 5G and flagship phones, Apple is the most injured. When Huawei's mobile phone business encountered difficulties before, there was a saying that "Huawei fell and Apple was full." In 2021, Yu Chengdong, chairman of Huawei Terminal BG, said in Moments: “In just less than two years, the United States has imposed four rounds of sanctions on Huawei, each one more vicious than the other, forcing Huawei’s consumer business to extreme difficulties. , unable to ship". He also believes that "the high-end market of Huawei mobile phones has mainly been given to Apple, and the mid-range and low-end market has been given to OPPO, vivo and Xiaomi." And indeed it is. IDC data shows that in the fourth quarter of 2023 and the whole year of 2023, Apple’s mobile phone shipments ranked first in the domestic market. However, as Huawei's market share returns, Apple gradually shows weakness in the Chinese market. In the first quarter of this year, according to IDC data, Apple ranked third in the domestic market with OPPO with a market share of 15.6%, but Apple's shipments fell by 10.7%; according to Canalys data, Apple was even worse. , Apple had the largest decline among the top five manufacturers, ranking fifth with shipments of 10 million units, and shipments plummeted 25% year-on-year. Judging from Apple's financial report, in February this year, Apple released its financial report for the first fiscal quarter of fiscal year 2024 (fourth quarter of 2023). In this quarter, Apple achieved revenue of US$119.6 billion, a year-on-year increase of 2%; net profit was US$33.916 billion, which was Compared with US$29.998 billion in the same period last year, it increased by 13%. At first glance, revenue and net profit are not bad, but Apple’s revenue in Greater China in the first fiscal quarter was only US$20.8 billion, compared with US$23.9 billion in the same period last year, a year-on-year decrease of 13%, and far lower than Wall Street. $23.5 billion expected.アナリストらは中国でのアップルの業績について、「市場は回復しているが、アップルはハイエンド市場でのファーウェイの復活と、iPhone 13とiPhone 14における複数の中国OEMとの競争に直面している」と述べた。比較すると、地域別に見ると、大中華圏を除くアップルの他の地域市場はすべて、第 1 会計四半期に前年同期比で成長しました。そしてこれは、Appleが2023年に国内のダブル11プロモーションに初めて個人的に参加することを背景に達成された。著名なAppleアナリストのミンチー・クオ氏も、以前の調査レポートでiPhoneの将来の販売実績に対して悲観的な姿勢を表明した。同氏は、「アップルは、主要な上流半導体部品の2024年のiPhone出荷台数予測を2億台（前年比15％減）に引き下げた。2024年の世界の主要携帯電話ブランドの中で、アップルは最大の落ち込みとなる可能性がある」と述べた。また、中国におけるアップルの衰退傾向は主にファーウェイの復帰と、折りたたみ式携帯電話が徐々に中国市場のハイエンドユーザーの第一選択になりつつあることから、今後も続くだろうとも述べた。 IDCが7月26日に発表した報告書によると、AppleのiPhone出荷台数は第2四半期に3.1％減少し、中国市場における同社の売上ランキングは上位5位から外れた。ちょうど前日、市場調査機関のカナリスも、今年第2四半期のアップルのiPhone出荷ランキングは6位に落ち、市場シェアは14％を占め、前年同期比2％減少したとの報告書を発表した。携帯電話事業においては、確かにアップルは近年イノベーションが限られていると批判されており、また一部のイノベーショントレンドにおいても後れを取る傾向にある。たとえば、折りたたみ式携帯電話は、ほとんどすべての主流の Android 携帯電話メーカーによって導入されていますが、Apple はまだ大幅な進歩を遂げていません。もう 1 つの例として、国内の携帯電話メーカーが競合している大型 AI モデルもあり、Apple も遅れています。 AppleがBaidu AIの大規模モデルにアクセスすることで国内市場での欠点を補う可能性があるという噂があるが、まだ正式には確認されていない。 Xiaomiも頑張らないといけないのでは？興味深いのは、ファーウェイの復帰によって影響を受けているのはアップルだけではなく、シャオミもだということだ。 2023年の初め、Xiaomiグループ社長のLu Weibing氏はXiaomi Investment Dayで携帯電話事業の発展について語り、過去3年間でH社（ファーウェイ）は8000万人のユーザーを失い、Xiaomiは5000万人のユーザーを奪ったと述べた。そしてアップルはグローリーから2000万を奪った。 Lu Weibing氏のデータは物議を醸しているが、Xiaomiは確かにファーウェイの携帯電話の不在から恩恵を受けている。たとえば、ライカは以前ファーウェイの携帯電話と協力していましたが、後にシャオミによって「遮断」されました。ライカはかつてファーウェイ携帯電話の象徴的な画像要素でした。Xiaomi が Leica と提携してからは、数世代の製品を発売し、画像機能と影響力の点でも Xiaomi 携帯電話に大きな恩恵をもたらしました。しかし、携帯電話業界の低迷とファーウェイの携帯電話の復活により、シャオミの携帯電話は好調ではありません。 Xiaomi Groupが先に発表した2023年通期財務報告書によると、2023年の売上高は2710億元で、2022年の2800億元と比較して3.2%減少した。このうち、スマートフォン部門の売上高は1,575億元で、2022年の1,672億元と比べて5.8%減少した。これは主にスマートフォン出荷台数の減少とASP出荷台数が1億4,560万台で5.8%減少したためである。スマートフォンのASPは1,081.7元で、2022年の1億5,050万台と比較して3.3%減少し、2022年の1,111.3元と比較して2.7%減少した。世界市場におけるシャオミの携帯電話のランキングは依然として安定しているが、中国市場では一定の圧力にさらされている。 IDCのデータによると、シャオミは2023年の中国の携帯電話市場で依然として市場シェア13.2%で5位にランクされているが、この第1四半期のデータでは出荷台数が前年比8.5%減少した。年、ファーウェイは市場に復帰しましたが、同時にシャオミは市場のトップ5から外れました。幸いなことに、今年第2四半期のIDCデータでは、Xiaomiは14.0％の市場シェアで5位にランクされ、出荷台数は前年同期比16.5％増加し、主流市場に戻りました。第2四半期におけるXiaomiの市場シェアは、4位のHonorとわずか0.5％の差であり、これも中国のスマートフォン市場における競争の激しさを示している。シャオミの自動車事業はシャオミ SU7 の成功を収めている一方で、かつてのライバルであるファーウェイの復活により、シャオミは携帯電話事業でも引き続き防御を強化する必要がある。

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