Recently, major data institutions have announced the market share and development trend of Q3 smart phones in the Chinese market this year. By analyzing and summarizing the data of various analysis institutions, we can see that although the market of Chinese smart phones has entered the downward channel, a new pattern of market share has emerged. According to the analysis, China's smartphone market is still stagnant due to the shortage of parts and components such as chips in the industrial chain, the lack of power for consumers to change and the lengthening of the change cycle. According to the data from counterpoint research, in the third quarter of 2021, China's smartphone sales increased by 3% month on month, but decreased by 9% year-on-year. Xiaomi Lu Weibing once said at the Xiaomi investor's day that China's smartphone market has entered the stock market competition and entered the downstream channel. Manufacturers need to study the game rules of the stock market. On the premise of the decline of the whole market, there is a new reshuffle in the ranking and market share of mobile phones: Huawei gradually fades out of the top five in the market; Vivo, oppo and Xiaomi compete fiercely for the throne of the first brother in China's mobile phone market; Glory returns and the ranking continues to rebound. According to the data from counterpoint research and canalys, vivo leads the Chinese market with a share of 23% and ranks first, which has been the first in the Chinese market for three consecutive quarters. There are only 60 days left in 2021, and it's time to catch up with the year-end promotion of double 11. The final battle has quietly started. Major mobile phone manufacturers have pressed "all fire". Who can take over Huawei? We'll see. Huawei: forge ahead Due to well-known reasons, Huawei mobile phone brand has faded out of the ranking of mobile phone market since the second quarter of this year. Because there is no 5g chip, Huawei P50 series and nova9 series released in the first half of this year are only 4G versions. In this era of 5g upgrade, it is helpless. In order to let more old Huawei users stay, Huawei protects the basic disk as much as possible through phased release, upgrading of old equipment, memory expansion and upgrading, official second-hand mobile phones and other strategies. Although the mobile phone business has been hit hard, the automotive business of Huawei's consumer business has been booming. Huawei's flagship stores have turned into auto 4S stores; Huawei Hongmeng has developed into the third largest operating system; Huawei's full scene terminals are even extended to printers. No one can extinguish the stars in the sky, and Huawei mobile phones will continue to forge ahead. Vivo: accumulate a lot and make little progress, reaching the top for three consecutive quarters Vivo's performance in the Chinese market this year can be described in two words: accumulation and thin hair, rising against the trend. According to the data from counter point research and canalys, vivo leads the Chinese market with a share of 23%, ranking first. This is the first time vivo has won the Chinese market for three consecutive quarters. Why can vivo rise against the trend and rank first in the market for three consecutive quarters? In his speech at the beginning of 2021, vivo Shen Wei once said that "the fruit is determined by the fruit, and the fruit will come naturally". Today's market share is the fruit, but the reason is the "investment in the technical leader's track" and "the layout of the product end in the past two years". In 2020, with design driven and user-oriented as the link, vivo connects scientific and technological innovation with the original needs of consumers. In the field of innovation, it defines four long tracks: design, image, system and performance. For long tracks, vivo has no upper limit on R & D. As long as the cognition of technical direction is reasonable, its investment will not set an upper limit. For example, the first self-developed professional image chip V1 launched this year is the result of the continuous investment of the image long track, which helps vivo X70 series become the leader in the field of mobile image and help vivo stand firm in the high-end market of 4000 yuan + RMB. More than that, from 2019 to now, vivo has also completed the layout of multi brand legion, explored the iqoo of joy, won the top 2 throne of 618 Android mobile phone online promotion in 2021 in only two years, and the product line covers the full price range of 1000 ~ 6000 yuan; By virtue of S series, X series and Zeiss's empowerment, vivo of humanistic joy has quickly gained a foothold in the medium and high-end markets with strong imaging ability; NEX, the joy of achievement, represents the high-end flagship of future science and technology exploration. It integrates black technology and business. In the future, it will help vivo expand its territory in the high-end market. It can be seen that in the past two years, vivo has focused and continued to do a lot of things right, and completed the breakthrough of key technologies, product line upgrading and multi brand layout, which is a process of accumulation and thin development. In general, vivo has successfully captured the 5g window, and now it is the harvest season. Oppo: seeking change in stability According to the data of the third quarter, oppo ranked second in the Chinese market after vivo. This year, oppo can be summarized as "seeking change in stability". Although the organizational structure and product line have been in the process of adjustment, oppo's data in the market has been very stable. Since last year, oppo's organizational structure has been constantly adjusted. First, the appointment of senior personnel, Liu lie's return and Liu Bo's management of China; This year, Liu zuohu was recalled, and then Yijia was incorporated into oppo to become an independent brand of oppo. For this adjustment, oppo said that it was to tighten its fist, work together and break through the high-end. In the high-end market, there will be oppo (find Series), one plus two flagship and double insurance. This year, oppo is also full of rumors: first making cars, then making cores, then raising salaries and listing, etc. It may not be true to catch wind and shadow. Glory: getting better After "absent" for half a year, glory returned strongly in June this year. Glory Zhao Ming also revealed that in the darkest period, glory's market share was only 3% (up to 16.7%) in China, and its foreign market share once fell to 0. However, after a short "pain", glory rallied. After integrating channels, R & D and other resources, glory released 50 series. This product increased glory's market share to 16.2%, realized a V-shaped rebound in the Chinese market, and glory brand also recovered rapidly. According to the data from canalys, in Q3 of 2021, glory returned to the first tier and entered the top three with 14.2 million units (slightly exceeding Xiaomi), and its market share increased from 9% in the second quarter to 18% in the third quarter. As counter point senior research analyst Ethan Qi said, "due to the glorious comeback, the whole smartphone market has been shuffled again". Xiaomi: Sword finger first 2021 is a challenging year for Xiaomi. This year is the second year of Xiaomi's high-end climbing, as well as the year of Xiaomi's product line expansion and rapid offline channel expansion. Last November (2020), Lu Weibing set a flag: the goal is to make every county have a Xiaomi home in the next year. At the end of October this year, Lu Weibing announced that Xiaomi home had covered 80%, covering more than 2200 counties in China, and the 10000th Xiaomi home opened at the end of October. Lu Weibing said that after six months of reform and exploration, Xiaomi has completed the rapid expansion after the new retail closed loop. In terms of product line, Xiaomi has sorted out mix series, digital series and civi series for young women; Red rice focuses on K series, G series and note series, realizing the transformation from narrow population to the whole population. However, this year's domestic data of Xiaomi is not as good as expected, especially the return of glory, which has had some impact on Xiaomi. According to the data from counterpoint, Q3 millet market accounted for 14% in 2021, ranking fourth, with a year-on-year decrease of 14%, which was surpassed by glory. "Due to the comeback of glory, the whole smartphone market has been reshuffled again, and glory's share has rapidly risen to the 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 glory's return," said Ethan Qi, senior research analyst at counterpoint. However, Lei Jun has set a new goal for Xiaomi mobile phone to become the world's No. 1 in three years. Apple: still king In the Chinese market, although apple only ranks fourth, apple is still the king of the high-end market. Even Yu Chengdong lamented that after Huawei was sanctioned, the share of China's high-end market was given to apple. This year, apple updated the iphone13 series as scheduled, adopted more favorable pricing, further reduced the entry threshold of iPhone, and launched a positive competition with Android flagship models. "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," Ethan Qi said. The latest financial report from Apple also shows that Apple's revenue in Greater China in the fourth quarter was US $14.56 billion, a year-on-year increase of 83%. Apple CEO cook also thanked the fruit fans in China again for their support. However, it is worth mentioning that domestic mobile phone manufacturers have launched an impact on the high-end market, waiting for only the test of time. In short, the uncertain market pattern and the addition of new players make China's smartphone market full of unknowns. It remains to be seen who will succeed Huawei. (Xinhua News Agency)