Unfinished performance targets for multiple mobile phone brands

Guangzhou Daily News (Reporter Duan Yiqun) With the end of 2015, major mobile phone brands in China have released their 2015 transcripts. The data shows that the market is fiercely competitive. Some manufacturers have not completed the expected targets at the beginning of the year. Brands are growing against the market. The industry said that the global mobile phone market is slowing down, product homogenization is serious, and domestic mobile phones will be reshuffled.
Smartphone shipments increased by 17.7% year-on-year
According to data released by China Information and Communication Research Institute, last year, domestic smartphone shipments were 457 million units, up 17.7% year-on-year, accounting for 88.3% of domestic mobile phone shipments during the same period. According to the report, in 2015, the domestic mobile phone market shipped 518 million units, and the new model listed 1496 models, up 14.6% year-on-year and down 28.1%.
Multiple brands have not completed tasks
In 2015, several brands did not complete the expected targets at the beginning of the year. On the morning of January 21, Zeng Xuezhong, executive vice president of ZTE Corporation and CEO of ZTE Terminal, issued an internal letter through the personal public number. Zeng Xuezhong said that in 2015, ZTE’s actual shipments of smart phones were 56 million units, and there were 4 million distances from the target of 60 million units set at the beginning of the year. Zeng Xuezhong said that the reason why ZTE did not complete the sales target was mainly in the domestic market. The data shows that ZTE’s total domestic smartphone sales in 2015 was only 15 million units, which is comparable to the US market. On January 15th, Xiaomi’s vice president Chen Yufa posted Weibo, saying that Xiaomi’s mobile phone shipments in 2015 exceeded 70 million. However, this data has not yet reached the target of 80 million to 100 million by Lei Jun. The industry said that initially Xiaomi hopes to expand the international market on the basis of the domestic market, but due to the patent shortcomings, Xiaomi Internationalization is not as smooth as expected.
Status 1: Serious homogenization is a serious problem for Chinese local brands. It is one of the biggest problems facing the entire industry. Many manufacturers' products are similar in appearance and components if they do not look at LOGO. It is reported that the growth rate of the mobile phone market is slowing down, demand is saturated, overcapacity, and hardware is highly homogenized, which limits the development of the industry.
Status 2: The price war is still based on the research organization Sino data. In 2015, China's smart machine market saturated many brands to enter the middle and high-end market, it is estimated that the market of 3,000 yuan or more in 2015 accounted for 16.7%. At the same time, this trend will continue into 2016 and is expected to reach 17.5%.
trend:
The fierce competition in the reshuffle will come to the arrival of 2016, the major mobile phone manufacturers began to vigorously layout. Feng Xing said that LeTV's mobile phone sales target is 15 million units, and the planned production capacity is 25 million to 30 million units. ZTE has raised its sales target of 70 million. In this regard, Feng Xing said yesterday that the mobile phone market will be re-divided in 2016. The era of pure hardware and mobile phones is coming to an end. The rise of eco-phones that provide services such as content will inevitably put a lot of pressure on many hardware manufacturers.
According to industry insiders, the current domestic market is saturated, and there will not be more than tens of millions of mobile phones in a vacuum. The rapid growth of a mobile phone brand will be accompanied by the rapid shrinkage of other mobile phone manufacturers and even exit the market. Some insiders expect that at least dozens of industrial chain companies will disappear in 2016, and a new round of reshuffle in the domestic mobile phone market will arrive.