Domestic mobile phone market report in the first quarter

In the first quarter of 2013, the number of brands participating in the market competition in the domestic mobile phone market was 72 in January and 77 in March, an increase of 5, and the fierce competition in the domestic mobile phone market is evident. In February, strong voices such as Huawei, ZTE, and Lenovo were launched at MWC2013, making domestic mobile phones truly return. From the perspective of brand attention, the domestic mobile phone market brands are highly concerned about the concentration, and the top ten brands cumulatively occupy 92.4% of the attention ratio.

Report Highlights • Brand Focus: Lenovo leads the way with Huawei, Xiaomi and OPPO. As compared with the fourth quarter of 2012, OPPO and Backgammon rank up.

• Product focus: Meizu MX2 (16GB) ranks first, Lenovo has the largest number of products in the first quarter, and screen products of 4.5 inches and above account for seven.

• Product Features: 1000-2000 yuan price segment models occupy the mainstream position, dual camera models attention over 80%, 8 million / 8.1 million pixel models of attention occupy nearly half of the country.

• Product Features: The 4.1-4.5-inch model has a monopoly of more than 40% of the attention, and models with a 5.0-inch or higher model have noticeably increased their attention. The single-card dual-mode domestic mobile phone focuses on the mainstream of the user. 1280*720 and above resolution models are favored by users.

• Analysis of mainstream brands: Lenovo declined slightly, BBK, OPPO rose slightly, and Lenovo and Huawei sold more than 60 models. Among the top five brands, Xiaomi’s single product’s attention rate was relatively highest.

I. Market Overview

• In the domestic mobile phone market, four major smokes occurred In the first quarter, the domestic mobile phone market was fiercely competitive. Huawei, ZTE and other brands launched their own large-screen new products and performed well on the MWC2013. At the same time, the number of brands participating in the competition in the domestic mobile phone market has increased significantly from the previous quarter, and more and more domestic manufacturers have begun to engage in the field of smartphones.

• Lenovo’s leading edge is shrinking in the first quarter. Lenovo is still in the leading position in the domestic mobile phone market, but its attention has shown a more obvious downward trend. In March, its concern ratio fell below 20%, ranking second in Huawei. It is only 3.3% worse than it. However, ZDC expects that with the listing of new Lenovo K900 products in the second quarter, the degree of attention will get a more pronounced rebound.

Second, brand attention pattern

• Lenovo took the lead, Huawei, Xiaomi and OPPO entered the third quarter. In the first quarter of the domestic mobile phone market, the Lenovo brand took the lead with 19.1% of the attention. Huawei, Xiaomi, and OPPO three brands took the lead, among which Huawei paid a slightly higher attention rate, being 13.9%. . Xiaomi is only 0.5% ahead of OPPO. The three brands of Backgammon, ZTE, and Coupe are close to each other and are distributed between 8% and 9%, and the competition is fierce. Meizu ranks eighth with 7.1% of attention. Tianyu and Jinli are all less than 5% attention.

As a whole, the domestic mobile phone market has focused on the pattern of brand awareness. The top ten brands have accumulated more than 90% of the attention, but none of the top ten brands have received more than 20% attention.

• OPPO and Backgammon increase in ranking Compared with the fourth quarter of 2012, of the ten domestic mobile phone brands that received the most attention in the first quarter of 3013, two brands ranked in the rankings, and both ranked lower. Which step by step up the most, this quarter ranked fifth, rose three positions, OPPO rose two positions, came fourth. ZTE, Meizu has dropped one and four positions respectively.

Third, the product focus on the pattern

(I) Product Focus Models • Meizu MX2 (16GB) ranks first In the domestic mobile phone market in the first quarter, Meizu MX2 (16GB) topped the list with a focus of 5.6%, and the leading edge is more obvious. The OPPO X909 (Find 5/16GB) and the BBK vivo X1 ranked second and third respectively with 4.3% and 4.0%. The percentage of other products listed on the list is below 4%.

• Lenovo’s number of products in the first quarter The ten most-requested domestic mobile phones in the first quarter came from Meizu, OPPO, Backgammon, Xiaomi, Lenovo, and Huawei’s six brands, with Lenovo’s largest number of products reaching three. OPPO and Xiaomi have two short-listed products. Backgammon and Huawei have a product list.

• Seven-seat products with 4.5-inch screens and above. From the point of view of the main parameters, the products that are most concerned about the ten domestic mobile phones with a screen size of 4.5 inches and above occupy seven seats and are the mainstream. In addition, models equipped with 8 million pixels and above occupy nine seats. The price of the five products is more than 2,000 yuan.

(II) Structure of price segment • Model of price segment of 1000-2000 yuan occupy the mainstream position From the perspective of price structure, from January to March in the first quarter, the 1000-2000 yuan model has always been the mainstream of users' attention, especially in January. In February, the proportion of attention was close to 40%, but in March, due to the influence of the thousand-yuan smart machine, the degree of attention fell by 5 percentage points to 34.6%, but the status of the mainstream remained unchanged. The attention in the price segment below 1,000 yuan and 3001-4000 yuan increased significantly, reaching 36.6% and 5.1% respectively in March.

(C) Camera structure • Dual camera model attention over 80% From the models equipped with different camera structures, the first quarter of the domestic mobile phone market, dual camera models as the absolute mainstream of user concern, accumulative 83.2% of the proportion of attention , The number of products sold has exceeded 500 models. Although the number of single-camera models sold is quite a few, the user’s attention is low, yet less than 20%.

(D) analysis of different pixel products • 8 million / 8.1 million pixel models accounted for nearly half of the country's domestic mobile phone market in the first quarter, 4.1-4.5 inch screen size of the user focus is relatively concentrated, reaching 32.5%, followed by In the 3.6-4.0 inch model, the proportion of attention is 25.0%. The 4.6-5.0 inch model also attracts over 20% attention. The 3.0-3.5 inch models pay close attention to about 10%. Other 3.0-inch small screens and 5.0-inch large-screen domestic mobile phones are less than 10% attention.

• The 8 million/8.1 megapixel model's attention dropped slightly In the domestic mobile phone market in the first quarter, the 8 million/8.1 million pixel model showed a slight downward trend. In March, the proportion of attention was 45.5%, which was lower than that in January. 2.7 percentage points. The 5 million-pixel model’s attention rate broke through 30% in March, an increase of 1% over January. The attention level of 10 million pixel models and above has increased significantly, reaching 9.8% in March, close to 10%, 1.5 percentage points higher than that in January.

(V) Product Analysis with Different Screen Sizes • 4.1-4.5-inch models have monopolized over 40% of the attention In the first quarter of the domestic mobile phone market, the 4.1-4.5-inch screen size models focused on the mainstream of users, gaining 42.4% of the attention ratio, 4.6 -5.0 inches, 3.6-4.0 inches model attention is close to, are about 20%. Other screen size models are relatively low attention, less than 10%.

• Concern over the 5.0-inch models increased significantly From January to March, the trend of attention for the large-screen mobile phones with 5.0-inch or above increased significantly. In March, the proportion of attention received was 4.4%, a substantial increase of 3.8% from January. The 4.1-4.5 inch model basically maintained a stable trend. The 3.6-4.0 inch and 4.6-5.0 inch models have steadily dropped their attention.

(6) Network model structure • The single-card dual-mode domestic mobile phone focuses on users’ mainstream ZDC statistics. In the domestic mobile phone market in the first quarter, the users of the single-card dual-mode network model focused on the user concentration, reaching 50.3%. For the dual-card dual-model model, the proportion of attention is over 30%. Single-card multi-mode and dual-card single-mode models are of low concern, less than 2%. Accumulated gains of 11.8% were achieved for other model models.

(7) Resolution Structure • 1280*720 and above resolution models are favored by users.

ZDC statistics show that in the domestic mobile phone market in the first quarter, models with a resolution of 1280*720 and above were favored by users, and the cumulative proportion of attention was 34.5%. Followed by 850 * 480 resolution models, attention is 25.2%. 960*480/540 resolution products received two percent attention. The proportion of mobile phone users with a resolution of 480*320, 320/400*240 and below is cumulatively 20.1%.

Fourth, mainstream brand analysis:

(I) Concern about the trend of mainstream brands • Lenovo declined slightly, BBK, OPPO rose slightly ZDC monitoring data showed that from January to March, among the five mainstream brands with the most attention from domestic users, Lenovo’s attention ratio decreased slightly, in March. The proportion of attention is 17.8%, which is 2.3% lower than that in January, but it still maintains the first position of brand attention. In January and February, Huawei’s focus was basically the same. In March, with the help of its new Huawei Mate, the concern ratio rose slightly to 14.5%.

Both BBK and OPPO’s attention to the proportion of brands showed slight ups and downs. In February, the proportion of both concerns showed a slight increase. In March, the attention of OPPO declined slightly, and the backgammon maintained a stable upward trend.

(II) Comparison of the number of products sold by mainstream brands • The number of products sold by Lenovo and Huawei exceeded 60 ZDC monitoring data. Among the five mainstream domestic mobile phone brands in the first quarter, Lenovo and Huawei sold more than 60 products. Among them, Lenovo had the most, reaching 66 models. The other three brands are all less than 20 models. A little more backgammon, 19 models.

(III) Comparison of Single-Product Concern Ratio of Mainstream Brands • Xiaomi’s Single Product Concern Ratio Compared with the single-product attention rate of five mainstream brands, Xiaomi’s highest was 0.96%. Followed by OPPO, the single product attention rate was 0.62%. The backgammon is 0.46%. The single product attention rate is higher than Lenovo and Huawei. As a whole, Huawei's single product is relatively weak in market competitiveness, and it still needs to work hard to create quality products. The same is true of Lenovo. While implementing the sea tactics, it also creates a flagship boutique.