Third Quarter Chinese Mobile Market Research Report

In the third quarter of 2013, the competition in the Chinese mobile phone market became more and more severe. In July, Nokia released the new flagship 1010 with 41 million pixels, which completely triggered the competition of mobile phone manufacturers in the field of cameras. In August, Xiaomi launched the Red Rice mobile phone, which sells for only 799 yuan, once again igniting competition in the smart phone market below 1,000 yuan. In September, the competition in the mobile phone market was particularly fierce. Meizu, Apple, and Samsung all released new machines. Among them, Apple iPhone 5S released its first month of the month and won the championship of the product list. The market competitiveness was strong.

Report Highlights • Brand Focus: The top fifteen brands accounted for more than 90% of the attention, and the brand focus was concentrated. Compared with the second quarter, Apple’s new products are highly competitive, surpassing Nokia to win second place.

• Product Focus: The Samsung GALAXY S4 (I9500/16GB) is the most popular model for users. Apple has the largest number of models on the list and ranks among the top ten.

• Product features: 1000-3000 yuan models cumulatively accounted for 50% of the attention, smartphone attention reached 98.0%, 4.6-5.0 inches model attention over 30%.

• Product Features: The dual-camera models are approaching 90% attention, and the 12 million-or-more-pixel models have increased their attention to over 20%, and the 1024/1280×768 resolution model accounts for over 40% of the models.

• Analysis of mainstream brands: Apple’s new products helped increase the visibility. Samsung's products have a perfect layout and the longest product line. Apple's single models are the most competitive, Samsung and Nokia are quite competitive.

I. Market Overview • The market structure has become increasingly stable. The ZDC monitoring data from late risers show that the competition in the Chinese mobile phone market has entered the Red Sea era in the third quarter of 2013, and the number of vendors participating in the competition reached 116 at the end of the third quarter. In the second quarter, more than ten were added, while the number of models sold was more than 1,300, reaching 1,348, an increase of more than 50 compared to the end of the second quarter. As a whole, the competitive landscape of the Chinese mobile phone market has become increasingly stable, and there is limited upside for new entrants.

• New products are in a state of polarization. Domestic brands have migrated to the high-end market. From the new products listed in the quarter, prices are polarized. Xiaomi’s red rice handsets sell for only 799 yuan, and Samsung and Apple’s new machine prices have successively hit the market. new highs. At the same time, domestic brands have begun to migrate to high-end markets, in addition to continuing their efforts in the field of thousand-yuan smart machines.

Second, the brand attention pattern • The top fifteen brands accumulatively accounted for more than 90% of the attention In the third quarter of the mobile phone market, the top fifteen brands accounted for more than 90% of the attention, the brand attention pattern is concentrated. Among them, Samsung took the top spot with 22.1% of the respondents, and the ratio of other brands' attention is very different. Apple released two new iPhone 5S and iPhone 5C products in the quarter, with a 10.4% interest rate, ranking second. The Nokia Windows Phone 8 product lineup is gradually perfecting. The proportion of users concerned in the third quarter was 8.2%, ranking third.

Domestic brands Lenovo and Huawei ranked fourth and fifth respectively with 7.7% and 6.0%. HTC, Sony mobile focus on the ratio between 5% -6%. The percentage of other brands on the list is below 5%.

• Apple’s new products are highly competitive. Compared with the second quarter, Nokia’s second-quarter comparison has seen a significant change in the mobile phone brand’s attention in the third quarter. Among the first camp, Apple’s new quarterly products have increased the attention ratio from the previous quarter. 2.4%, has surpassed Lenovo and Nokia, and won the second place. In the second camp, domestic brands Huawei took the lead over the international brand HTC by 0.6%, ranking fifth, and HTC falling to sixth place.

In the third camp, the competition among domestic brands is also fierce. The proportions and ranks of attention of OPPO and Meizu have increased by a different margin from the previous quarter. ZTE and Backgammon have declined.

Third, the product focus on the pattern (a) product models concerned • Samsung GALAXY S4 (I9500/16GB) is the most concerned about the user models from the product concerned about the point of view, this quarter Samsung GALAXY S4 (I9500/16GB) with a 3.7% attention ratio Being the most user-focused model, the Apple iPhone 5 (16GB) is followed by 3.3% of the attention ratio, and the gap between the two is not significant. The percentages of other products on the list are all below 2%, which is more obvious with the champions and runner-up products.

• Apple has the largest number of models on the list, and both are ranked in the top ten. From the viewpoint of brand ownership, of the fifteen models most concerned about, three are from Apple, and all are in the top ten. Apple's mobile phone market The competitiveness is evident. Samsung, Nokia, Meizu and Xiaomi have two models on the list this quarter. Lenovo, OPPO, HTC, and Sony all have one model.

• The screen size occupied six seats for models larger than 5 inches and 5.5 inches for two seats. From the main parameters, the screen sizes of the fifteen models on the list were mainly 4.5 inches and above, occupying a total of nine seats. The 5.0-inch and above model is mainstream, with six models. The Lenovo K900 (16GB) and the Samsung GALAXY Note II (N7100/16GB) have a screen size of 5.5 inches.

(II) Product structure of price segment • Accumulation of 50% attention for models of 1000-3000 yuan From the perspective of price concern structure, the price segment models of 1000-3000 yuan in the third quarter are still focusing on the mainstream of users, and have received 51.1% of the attention. The proportion was basically the same as the previous quarter. The attention rate of models below $1,000 was 21.1%, a slight decrease of 1.1% from the previous quarter. It is worth noting that due to the release of the Samsung and Apple's new flagship in September, the price of the 4001-5000 yuan price model has increased by 1.3% from the previous month.

(III) Types of Products • Smartphone Attention 98.0%

The accelerated penetration of the mobile Internet directly affects the attention of users of smart phones and 3G mobile phones. In the third quarter, the attention of smart and 3G mobile phone users continued to climb. Among them, the attention rate of smartphones reached 98.0% this quarter, and the 3G mobile phone watched the largest increase, which was 1.5% higher than the second quarter, reaching 97.5%. The user attention of domestic mobile phones also showed an upward trend. This quarter, it increased by 1.2% to 41.8%.

• Smarter, 3G mobile phones show slower growth From the July-September trend of different types of mobile phones, smart phones and 3G mobile phones all increased in August, but in September, they all declined slightly by 0.1%. As a whole, smart, 3G mobile phone users are basically stable and their growth is slowing down. Domestic mobile phone attention has been above 40% for three consecutive months.

(D) screen size structure • 4.6-5.0 inches models attention over 30% in the third quarter mobile phone market, 4.6-5.0 inch models received 34.4% of the attention ratio, beyond the 4.1-4.5 inch models become the most attention of the user The screen size increased by nearly 6 percentage points from the previous quarter. At the same time, the large-screen model with a size of 5.0 inches or more also gained 2.3%, reaching 13.6%. Other screen size models showed different degrees of decline.

• In September, the large-screen model with a 5.0-inch or larger screen watched a sharp rise. From July to September, Samsung's Note III and Apple’s iPhone 5S and 5C models affected a large 5.0-inch screen and 3.6-4.0 inches screen in September. The mobile phone's attention has experienced a slight increase in August and a slight decline, respectively, and it has risen sharply in September. The attention has reached 16.9% and 20.5% respectively. The attention of other screen size models showed a downward trend.

(V) Camera structure • Dual camera models are approaching 90% of attention In the third quarter, dual cameras are still the key words for the mobile phone market and are highly recognized by users. ZDC monitoring data showed that the attention rate of dual camera models reached 87.7% during the quarter, an increase of 3.2 percentage points from the previous quarter. At the same time, the number of dual camera models sold by the market has approached 900 models, an increase of nearly a hundred from the previous quarter.

(VI) Pixel Structure • The attention of 12 million pixel models and above has skyrocketed, with over 20% of ZDC statistics showing that in the mobile phone market in the third quarter, the main camera with 8 million pixels/8.1 million pixels is still the most concerned by users. , gaining 50.4% of the attention ratio, a slight increase of 0.3% from the previous quarter. The launch of the Nokia 1020 with a 41 million-pixel camera directly led to the increase in the proportion of tens of millions of pixel models. In the quarter, the attention of 12 million pixel models increased by 5 percentage points to 22.9%.

• The level of attention for 12 million pixel models and above has steadily increased ZDC statistics show that in the mobile phone market from July to September, the attention of 8 million/8.1 million and 12 million or more pixel models is on an upward trend, and the latter’s rising speed is slightly higher. Fast, but the degree of attention is still far from the 8 million/8.1 million pixels, which is far from the mainstream.

(7) Resolution Structure • The 1024/1280 x 768 resolution model accounts for over 40% of the big screen, directly boosting the resolution of the screen. In the third quarter of the mobile phone market, the 1024/1280×768 resolution models focused on user attention, reaching 41.8%, exceeding 40%. The 1920 x 1080 high resolution and 850 x 480 resolution models all have about 20% attention. The 640x480 and below resolution models have the lowest degree of attention, less than 5%.

Fourth, mainstream brand analysis:

(I) Concern about the proportion trend of mainstream brands • Apple's new products are boosting, and the degree of attention has risen sharply. ZDC monitoring data show that Samsung’s brand awareness declined slightly from July to September, which was 20.7% in September, a decrease of 2.6 percentage points from July. . The release of Samsung's Note III in September did not change the downward trend in its attention. In addition to Samsung, Nokia, Lenovo brand awareness also showed a downward trend. Huawei’s attention in August showed a slight decline from July, but it rebounded slightly in September, slightly up 0.2% from July.

Of the five mainstream brands, only the Apple brand's attention was on an upward trend. In September, affected by the iPhone 5S and 5C, the degree of concern rose by 4.4% to 13.8%, an increase of 5.7 percentage points from July.

According to ZDC analysis, the decline of Samsung and Lenovo and Huawei’s slight increase and decrease all indicate that the competition in the Android field is further aggravated and the living environment is increasingly difficult. The survival of Nokia in the gap between Android and Apple iOS is not very good.

(II) Comparison of the number of products sold by mainstream brands • Perfection of Samsung’s product distribution and ZDC monitoring data of the longest product line show that among the five mainstream brands in the mobile phone market in the third quarter, Samsung still led the sales of 104 models. , is the only brand of a hundred models. At the same time, from the perspective of the distribution of models in different price segments, Samsung’s product line layout is the most complete, and each price segment has a different number of models to choose from. There are as many as 31 models in the price segment of RMB 20001-3000.

Of the other four brands, Apple continues its high-end line. Nokia, Lenovo, and Huawei are mainly based on models below $1,000, of which Lenovo's models with less than RMB1,000 account for the highest percentage, with over 80%, and Nokia and Huawei are around 65%.

(III) Contrast of Single Brand Concern Ratio of Mainstream Brands • Apple’s single model is the most competitive, and Samsung and Nokia compare the single product attention rate of five mainstream brands, and insist on the competition of Apple’s single models of high-end lines. The force is still far ahead of the other four brands, reaching 0.42%. Samsung and Nokia's single models are quite competitive, both at about 0.2%. The competitiveness of domestic brands Lenovo and Huawei’s single products is also relatively close, and Huawei is slightly higher.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)

ZDC concludes:

From the standpoint of time, the third quarter can be described as the most important node of mobile phone manufacturers in one year. It is not only the month when new products are listed in the market, but also the key period for the completion of sales tasks in that year. From the perspective of future market trends, high-end models are still a powerful tool for international companies to increase sales and profits. Some domestic manufacturers have begun to seek new market space while gaining a firm foothold. Competition in the high-end market will intensify in the fourth quarter.