CTOnews.com November 24 news, market research firm "GfK China" last night released the third quarter 2023 market report. Data show that the overall sales volume of China's mobile phone market this year is expected to be 270 million units, basically the same as last year. There will be some recovery in 2024, but the overall growth rate is not large.
At the same time, there are differences in the performance of each channel: online market sales are relatively stable, offline sales have a certain degree of decline.
▲ According to the GfK China Report, the average price of China's mobile phone market was only 2685 yuan in 2019, and has continued to grow in recent years. By the third quarter of this year, the average price has reached 3480 yuan. However, the increase began to slow down, mainly due to the increase in the proportion of high-end mobile phones and the decline in sales of ultra-low-end mobile phones.
In terms of channels, the average online and offline prices of mobile phones are similar at present, but the online product structure is still different, mainly at high-end and low-end prices, while offline is relatively balanced at high, medium and low ends.
GfK believes that in recent years, China's mobile phone online market sales are relatively stable; offline sales have declined to a certain extent, the number of stores has decreased, from the retailer's point of view, the overall degree of aggregation has been strengthened.
With the increase of sales volume proportion in online market, the competition pattern becomes more diversified, and more and more head brands hope to strengthen their online sales ability with the help of traffic effect.
According to CTOnews.com previously reported, Canalys, another market research firm, released a report on domestic smartphone shipments in Q3 earlier this month. Zhu Jiatao, senior analyst at Canalys, said the domestic mobile phone market had bottomed out in 2023 because manufacturers were firmly investing and improving channel incentive policies. We expect market demand to recover gradually.
In terms of specific sales volume, Canalys gives the following data:
Glory: 18% market share, 11.8 million units shipped.
OPPO (including one plus): shipments were 10.9 million units, ranking second.
Apple: ranked third with shipments of 10.6 million units. Despite increasing competition in the market, the launch of the iPhone 15 series still contributed to Apple's shipments in the third quarter.
GfK China Report Original: Review and Outlook of China Mobile Phone Market in Q3 2023
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