Domestic mobile phone market share soared, but Apple fell 20% year-on-year

Recently, market research organization BCI released mobile phone market share data for the first quarter of 2024.

Data shows that in the domestic mobile phone market activation volume rankings, manufacturers such as vivo (including iQOO), Honor, Huawei and Apple occupy a dominant position in the market. Among them, vivo leads with a share of 16.9%, while Apple has a year-on-year share of 16.9%. It fell 20%, showing the strong growth momentum of domestic mobile phone brands.

Specifically, with its outstanding performance, vivo topped the list with a market share of 16.9%, and the activation volume reached 11.558 million units. Behind this achievement is the two major brands vivo and iQOO’s commitment to technological innovation and product quality. continual pursuit.

Whether it is camera function, performance or user experience, both vivo and iQOO have shown a high level and have won wide recognition from consumers.

Honor terminals followed closely. With its precise positioning of young consumer groups and diversified product lines, Honor ranked second with a share of 15.8% and an activation volume of 10.742 million units, achieving market share of rapid growth.

Huawei terminals and Apple tied for third place with 15.5% share respectively. However, Huawei relied on the strong performance of Mate and Nova series, with activation volume of 10.584 million units slightly higher than Apple's 10.569 million units, and gradually recovered. market position.

OPPO and Xiaomi ranked fifth and sixth with a share of 14.7% and 14.5% respectively. It is worth mentioning that although realme has a market share of only 1.2%, it has also achieved activation of 796,000 units. quantity, showing the vitality of emerging brands.

In terms of overall market trends, the mobile phone market activation volume in the first quarter of 2024 is basically the same as last year. However, Apple’s performance is not satisfactory. Compared with the same period last year, Compared to last year, Apple's market share fell by 20%, which is quite significant.

At the same time, domestic mobile phone manufacturers have seized this opportunity and divided up the market share lost by Apple. Except for Apple, the overall share of other manufacturers increased by 5%. This growth trend is particularly obvious from the Spring Festival to the Lantern Festival.

In addition to changes in market share, the mobile phone market also presents some new trends and characteristics.

With the popularization of 5G technology and consumers’ continued pursuit of smartphone performance, photography, battery life and other functions, mobile phone manufacturers have continued to increase investment in technology research and development and product innovation, launching a series of competitive products. New products meet the diversified needs of consumers.

For example, some manufacturers have begun to adopt advanced technologies such as high-frequency PWM dimming technology, CIE2015 color adjustment and calibration color temperature to improve the display effect and user experience of the screen. At the same time, foldable mobile phones have gradually become the new favorite in the market, providing Consumers are provided with more choices.

In addition, due to cyclical factors, the recovery of downstream demand due to economic recovery, and driven by industry innovations such as AI large models, the prices of storage, screens and other devices have shown an upward trend.

This has led to an increase in the cost of mobile phones and has put forward higher requirements for manufacturers’ cost control and profitability. However, this also provides manufacturers with opportunities to reduce costs and enhance competitiveness by optimizing supply chain management and improving production efficiency.

The mobile phone market in the first quarter of 2024 shows the rise of domestic manufacturers and the decline of Apple’s share. Industry experts believe that Apple’s decline in market share may be due to its lack of product innovation, pricing strategy, and fierce market competition. related factors.

Domestic mobile phone manufacturers have successfully attracted consumers' attention and achieved market share growth by relying on their in-depth understanding of the local market, product innovation and optimization of marketing strategies.

With the continuous advancement of technology and the in-depth development of the market, competition in the mobile phone market will become more intense. Manufacturers need to continue to innovate and progress to meet consumer needs and expectations.

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