The independent analyst firm Canalys has released a report with multiple lessons: the smartphone market in China continues to plummet, but Huawei continues its unstoppable rise.
"The important thing is not the fall, it's the landing." This replica became worship of the film The Hate, directed by Mathieu Kassovitz in 1995, reflects somehow the current state of the smartphone market in China. A fall that has now lasted two years according to the estimates of consulting firms. But for some companies in the country, like Huawei, the landing is smooth. Better, it turns out perfectly successful.
In 2018, the smartphone market in China drops heavily
The latest report of the independent analysis company Canalys makes a record 2018 for the least gloomy in China: sales of mobile devices have indeed decreased by 14%, corresponding to 396 million phones sold, against 459 million in 2017 This observation has logically impacted many companies established in the country, while others manage to play their game well.
This is particularly the case of Huawei. The one who plays at home continues to rise in her native country, despite an overall decline in sales. Its market share increased from 20% to 27%, when sales figures increased from 90 million to 105 million in one year. An Olympic form that can be explained by the introduction of top-of-the-range smartphones that are the P20 and P20 Pro at the beginning of the year, and the Mate 20 and Mate 20 Pro at the end of the year.
In addition to having seduced the Chinese people, these terminals have clearly won the unanimity around the world. Under the blaze of international critics, the fault of suspicion of espionage on behalf of his government, Huawei is nonetheless the leader of the Chinese market. Behind him, a certain Oppo heels with 20% market share, against 18% last year, despite a decline in sales.
Apple, the tumble
But the other big winner of the year 2018 is called Vivo: its PDM reach 20%, 4% more than last year. But above all, the number of copies introduced on the market has increased by 9%. "Vivo now has an organized product catalog, with diversified Y and Z series, and an experimental Nex model. The company has also benefited from a more effective strategy focused on improving its sales channels, "says Yiting Guan, a research analyst at Canalys.
While Xiaomi gained one point in terms of market share (12%), its sales declined by 9%. It's even worse for Apple, which, despite the same percentage of PDM, saw its number of commercialized iPhone decrease by 13%. A shame justified by the rise of an industrial patriotism observed recently in China, the population favoring the products of Chinese companies rather than foreign companies.
This overall decrease (-14%) between the year 2017 and 2018 follows the trend of the moment: between 2016 and 2017, estimates were based on a fall of 4% of the Chinese market. Several elements of answer can today bring explanations: the sector is consolidated with an ever more fierce competition, forcing the constructors to make products at the same time efficient and accessible financially speaking.
In addition, the large share of domestic manufacturers tends to increase the number of mobile devices in an increasing way. Add to that a rise in mid-range and high-end smartphones, and you get a renewal of the phone park much longer than usual. In the image of the international market, where sales of smartphones have run out of steam throughout the year 2018 … without it being known yet how the landing will be.