Why did Apple fall out of the top five in China?

Canalys data shows that in the second quarter of this year, smart phone shipments in the Chinese market increased by 108% from the same period last year to 88.1 million, still the world’s largest smartphone market, with shipments accounting for 20% of the global market share, and the fastest growth rate in the world. two. According to the company's data, in the second quarter of 2013, the market share of the top five Samsung, Apple, Lenovo, Yulong and LG in the global smart phone market was 32%, 13%, 5%, 5%, and 4%, respectively. Huawei and ZTE ranked 6th and 7th respectively.

Chinese local mobile phone manufacturers have seen soaring sales in the past year. Yulong, Lenovo, Huawei, ZTE and Xiaomi have accounted for 20% of the global branded smart phone market. According to the report, the shipments of Chinese manufacturers increased by 108% over the same period of last year.

Interestingly, Apple's iPhone is plagued by the Chinese market. According to Canalys, in the second quarter of this year, the top five vendors in the Chinese smartphone market were Lenovo, Yulong, Huawei, ZTE and Xiaomi. Apple was squeezed out of the top five. Canalys analysts said that the current growth point in China's smart phone market is mainly smart machines under 1,000 yuan, which is what Apple currently lacks. What is slightly puzzling is that even Samsung has faded out of the top five in the Chinese market, which is somewhat unexpected.

Why Apple's mobile phone fell out of the top five in the Chinese market? The author observes the following reasons:

First, Apple's new products could not be landed, users have limited patience, and have turned their backs. In the low-end market, Apple hopes to win opportunities from old phones that have already faded out of the market, but the Chinese market has not been sought after by users.

Second, when large-screen smartphones were rampant, Apple still clung to the small-screen market and did not arouse the interest of young fashion people. Their intransigence enabled more large-screen mobile phones to be used and developed.

Third, the price is still a fatal temptation. The shipment volume of domestic mobile phone manufacturers remains high, a big factor is the high cost performance, low price, large screen dual-core, etc. have become standard, and the mobile phone yield is getting higher and higher, the quality can be guaranteed, natural Can also attract more user recognition.

Fourth, the replacement of smart phones is too fast, just like cars, new products almost every year for a few quarters, Yulong Cool School as an example, its new products introduced dozens of models a year, this speed can be seen almost every quarter There are new listings. The price is not high, for those who like early adopters, naturally will give priority to.

The fifth is good cooperation with operators. Basically, Chinese local manufacturers and operators have a very good cooperative relationship. The emergence of a large number of customized machines has also enriched the market's choices and gained the support of operators. Operators need to constantly launch new products to stimulate the desire to buy, and domestic mobile phone manufacturers also cater to this need for development. Relatively speaking, Apple and other international giants still rely on one or two products to hit the market, it is inevitable that they are not rich enough.

Sixth, the high-end market tends to be saturated. Although high profits are in the high-end market, but high-end users are a minority, after all, more grassroots users and public users, many of their choice does not fully recognize the brand's capabilities, cost-effective is the goal they are chasing. When the replacement frequency of smart phones increases, it is best to buy suitable ones. The quality effect of Apple was not as hot as it was when it first entered the market. Canalys vice president and chief analyst believes that the high-end smart phone market will continue to grow, but the explosive growth will appear in the low-end smart phone market.

Seventh, the ability of domestic brands has soared. Although the brand's influence, "China Cool Joint" is far less famous than the Apple products, but with the continuous progress of technology, domestic mobile phone brands understand what the user's needs are, whether it is security protection or the corresponding application products Closer to the user's needs, so that when the user chooses, it will no longer care about the concerns that have not been better applied before.

Eighth is the victory of open source. Domestic mobile phone manufacturers have almost chosen Android systems, and open source has brought more applications. Lenovo's music store, cool Cool cloud and so on are all extended services for the Chinese market. This is the Chinese manufacturer's domestic market. An investment in understanding. Apple is more oriented to global users. Although closed iOS brings relative security, users are also at a loss as to the application's confusion. Relatively speaking, their applications are more understandable.

Nine is that myths will always be broken. Never admit that he did not have an innovative Cook, it is indeed difficult to see Apple's more amazing products. Even the appearance of the iPhone 5 makes it difficult to save the impression of lack of innovation. The user's infancy is inevitable.

Ten are smart and clever. Apple thought that the price of the old iPhone could gain the advantage of competing with local brands in emerging markets, but it was clearly not achieved in the Chinese market. More Chinese local manufacturers' products, whether it is quality improvement, application development, or large-screen stimulation, allow users to understand the improvement of domestic quality and thus bring more purchase desires.