In recent two days, a number of market research institutions have released the ranking list of mobile phone manufacturers' shipments in the third quarter. In the domestic market, the market share of vivo mobile phone reached 23% in the third quarter, ranking first, and oppo ranked second with 20%. Glory entered the top three in China for the first time after independence, surpassing Xiaomi in share. Apple accounted for 13%, ranking fifth. From the global mobile phone market, Samsung ranked first in shipments in the third quarter, and apple surpassed Xiaomi and returned to second place. On August 10 this year, Lei Jun announced Xiaomi's next goal: to win the first place in the world in three years. Now, with the glory rebounding from the bottom at home and targeting the overseas market, Lei Jun is under great pressure. Domestic market: vivo won the first place in China again Glory super millet On October 29, counter point research, a market research institution, released a report showing that in the third quarter of 2021, the sales of smart phones in the Chinese market decreased by 9% year-on-year, but increased by 3% month on month to 76.5 million. With a market share of 23%, vivo mobile phone has once again become the first in the domestic mobile phone market, with a sales volume of about 17.6 million units, with a year-on-year increase of 21%. In the second place is oppo mobile phone, which has a 20% market share and a year-on-year increase of 26%. In the third place is glory mobile phone, which has a 15% market share and an amazing 96% month on month growth. Glory's market share almost doubled from 7.7% in Q2 to 14.7%. The fourth place is Xiaomi mobile phone, whose market share has fallen from 17% in the second quarter to 14% now. The sales volume of Xiaomi mobile phones was about 10.71 million, a year-on-year increase of 15%, but a month on month decrease of 14%. In fifth place is apple, which has a market share of 13%. Commenting on the performance of major manufacturers, Ethan Qi, senior research analyst at counterpoint, said: "In the third quarter of 2021, due to the glorious comeback, the whole smartphone market reshuffled again. Vivo and oppo continued to lead the market with 23% and 20% market shares. The share of glory quickly rose to third place, slightly surpassing Xiaomi. Compared with other major Chinese OEM manufacturers, glory and Xiaomi account for a relatively high proportion of online channel sales, so Xiaomi is expected to be more affected by the return of glory. Apple's ranking will remain unchanged in the third quarter of 2021, but Apple's market share is expected to rise with the debut of the iPhone 13 series in the fourth quarter. " According to the data of canalys, another market research institution, vivo ranked first in the domestic mobile phone market in the third quarter, with a shipment of 18.3 million units and oppo (including one plus) Ranked second, with a shipment volume of 16.5 million units; glory entered the top three with a score of 14.2 million units, and its market share increased from 9% in the second quarter to 18% in the third quarter; Xiaomi's shipment volume was 10.9 million units, which led to a slight decline in domestic share due to supply shortage, ranking fourth in this quarter. Apple's shipment volume ranked fifth, with a shipment volume of 8.3 million units. Canalys said that in the third quarter, China's mobile phone market drove shipments with the rhythm of the release of new phones. At the same time, the distribution of market share also showed a new pattern. Glory and Apple will be the focus of market attention in the second half of this year. The daily economic news recently reported that after the biggest obstacle to overseas business was solved, glory opened a new global journey to fully enter the overseas market. On October 26, glory 50 series was listed and released in many countries in Europe, Africa and other regions. At the same time, glory further revealed its target list to enter the global market. "It will be sold in France, Britain, Germany, Italy, Spain, Belarus, Saudi Arabia, Egypt, Iraq and other countries in early November, of which glory 50 will land in more than 40 overseas countries." For the layout and development of glory in the global market, CEO Zhao Ming made a good prediction: "the focus of glory's overseas market this year is to restore our local operation, channels and retail capacity, which is equivalent to the process in the Chinese market at the beginning of this year." However, it is not easy for the new glory to regain its place in the overseas market. The tight supply of global components caused by the epidemic has brought a great test to the supply chain of major mobile phone manufacturers. In addition, in the overseas market, glory has to face not only giants such as Samsung, apple and Huawei, but also fierce competition from other domestic mobile phone brands 。 Previously, glory was an Internet mobile phone brand. After channels participated in the acquisition of glory, the offline market became an important driving force for glory. In August, glory CEO Zhao Ming said in an interview at the glory magic3 press conference that glory offline sales accounted for nearly 70%. By the end of August, the number of glory experience stores had increased by 68% compared with the beginning of 2021. On October 3, Zhao Ming wrote on his microblog that the centralized appearance of more than 300 glory new stores is the support and trust of users and the market for glory. Xiaomi is also accelerating its opening. On October 30, Lei Jun announced the opening of the 10000th store of Xiaomi home. On October 28, Lu Weibing, a partner of Xiaomi group, President of China and international department and general manager of redmi brand, said, "Xiaomi home's exploration of new retail has gone through six years. In the first five years, we only opened more than 2000 stores, and in the last year, we opened nearly 8000 stores." Lu Weibing also said that Xiaomi home's coverage in the county market exceeded 80%. International market: Apple returns to the second place in the world Look at the international market. On October 29, the latest data from IDC, a market research organization, showed that the global mobile phone shipment fell 6.7% year-on-year in the third quarter of this year, while Apple bucked the trend and increased by 20.8%, returning to the second place in the global sales list. Specifically, the ranking of mobile phone brands in the third quarter of the next year: Champion: Samsung, with a shipment of 69 million units and a market share of 20.8%, a year-on-year decrease of 14.2%; Runner up: apple, with a shipment of 50.4 million units, with a market share of 15.2%, a year-on-year increase of 20.8%; Third place: Xiaomi, with a shipment of 44.3 million units, with a market share of 13.4%, down 4.6% year-on-year; Vivo and oppo ranked fourth, with shipments of 33.3 million and 33.2 million units respectively, with market shares of 10.1% and 10%. The biggest change in the ranking is that Xiaomi has returned to the third place in the world and apple has returned to the second place in the world. The two brands have been exchanged. In the third quarter of 2014, Xiaomi entered the top three in the world for the first time, but soon fell out of the top five in the world. In the third quarter of 2020, Xiaomi returned to the third place in the world. Only two quarters later, Xiaomi's global ranking rose another place. According to the global smartphone market share report in the second quarter of this year previously released by IDC, the global smartphone shipment in the second quarter increased by 13.2% year-on-year. Among them, Xiaomi surpassed apple for the first time with a share of 16.9% and became the world's second largest smartphone supplier. Lei Jun said at that time that being second in the world means greater challenges and greater responsibilities. Xiaomi will face a fierce and anxious tug of war after standing at such a height for the first time. Compared with the current celebration, Lei Jun expects Xiaomi to really sit second in the world as soon as possible. Then, on August 10, at Lei Jun's 2021 annual speech and Xiaomi's autumn new product launch, Lei Jun put forward a new goal: to win the first place in the world in three years. Lei Jun mentioned in his speech, "don't underestimate the strength of world-class giants. We are still a young company. We need to be very calm, see the gap, continue to consolidate the foundation and make steady progress. At present, Xiaomi's task is to truly stand second in the world." Continuously improving the user experience, giving full play to the advantages of intelligent manufacturing, and steadily practicing the high-end road are the issues that Xiaomi needs to focus on in the new decade. (Xinhua News Agency)