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2013/10/30
According to global research firm TrendForce, smartphone shipments have been strong as several smartphone manufacturers introduced new devices in the third quarter As Apple’s new iPhone 5S and 5C hits the market, Android makers like Samsung, Sony, LG, and less well-known Chinese brands are also releasing new smartphone models in the second half of the year TrendForce projects smartphone shipments will reach 250 million units in the third quarter, representing 116% quarter-over-quarter and 36% year-over-year growth Yearly smartphone shipment volume is forecast at 940 million units, a 332% increase over 2012
Apple’s Latest iPhone Arrives, Samsung Steps Up with Large Displays
Of the top ten smartphone brands worldwide, only Samsung, Apple, and LG experienced shipment growth in the third quarter Taking a look at Apple, TrendForce analyst Wilson Miao indicates the Cupertino company tried something new in the third quarter due to unrelenting pressure from Android makers in the first half of the year; with the release of two new iPhone models at once, Apple states it sold 9 million smartphones within the first week The smartphone maker calculated total iPhone sales at 33 million units for the third quarter As the iPhone 5C’s price tag is higher than previously expected, iPhone sales are only expected to grow 22% in the fourth quarter, with a projected 46 million shipments
Samsung broke records in the third quarter, shipping a total of 78 million smartphones Sporting 3GB of mobile memory and a 57-inch display, Samsung’s Galaxy 3 differentiates itself from its Apple competitor According to Miao, with a solid grasp on marketing channels and a clear price strategy, Samsung’s dominance of the global smartphone market is unshakable for the time being
Huawei Remains Number One Chinese Smartphone Marker as Big Gets Bigger
Benefitting from strong domestic demand, Chinese smartphone makers experienced the highest shipment growth worldwide, with a 205% increase in the third quarter Supported by MediaTek and Qualcomm’s reference design products, Chinese brands have been taking the domestic market by storm, producing devices with high price-performance ratios Huawei came in first again in the third quarter, shipping 15 million smartphones, 2 million more than runner-up Lenovo Miao notes, Huawei’s performance on the domestic market is not particularly impressive – it is foreign market sales, which make up 30% of the maker’s shipments that place Huawei a cut above its competitors and put the Chinese brand in third place globally
The Chinese smartphone market will see the arrival of around 180 new models in the second half of 2013 Although stocking for the October 1 national holiday was not as strong as in previous years, the top four smartphone manufacturers still managed to ship an average of approximately 10 million units in the third quarter However, with tough competition when it comes to smartphone price, device makers’ margins are not as high as they once were Furthermore, as China continues to struggle with cash flow issues, small smartphone makers that are unable to achieve economies of scale are forced to withdraw from the market, with some staying on to provide low-cost manufacturing for large companies TrendForce expects next year will see a wave of China’s white-box smartphone makers exiting the market as they succumb to the pressures of competing against leading domestic and foreign brands
2013/10/03
According to the latest market survey conducted by AVANTI, a research division of TrendForce, both Samsung and Apple remain the most used smartphone brands among Chinese consumers Xiaomi has notably managed to rise past HTC this time around, and is currently at fifth place TrendForce believes Xiaomi’s smartphone sales will greatly affect China's domestic smartphone industry, and will exert the most impact on smartphone manufacturers such as Lenovo and ZTE, which produce similarly priced products
Figure 1: Most used smartphone brand among Chinese consumers
Source: TrendForce
The Xiaomi brand is probably best known for its “low cost, high performance” reputation According to AVANTI’s research, more than 60% of the surveyed consumers have showed interest in buying the “Red Rice” smartphone due to its high price performance ratio as well as affordability Of these respondents, the majority of those that took interest in the device’s low price point tend to be 39 years old or under The male respondents who are most concerned about internet connectivity tend to show greater interest in keeping track of Xiaomi's smartphone devices than their female counterparts
Aside from appealing to the existing Xiaomi users, the “Red Rice” smartphones have managed to also attract users of various other smartphone brands Compared to Apple, which enjoys high brand loyalty, many Android smartphone companies are revealed have been hit hard by Xiaomi's rising popularity The desire to switch to the “Red Rice” smartphone appears to be the greatest among Lenovo's and ZTE's users, and moderately strong among users of Samsung, Nokia, and Huawei
According to the data collected from AVANTI’s 3,272 Chinese respondents, the Xiaomi smartphone’s usage rate, while above HTC’s, is still behind that of Samsung, Apple, Nokia, and Huawei The Chinese company currently ranks fifth in the “most used smartphone brand” category
Figure 2: Desire to purchase Xiaomi smartphones from users of different brands
Source: TrendForce
2013/08/29
According to global market research firm TrendForce, smartphone manufacturing costs are decreasing – in 2014, low-end devices that cost less than US$150 are expected to represent 14% of total smartphone shipments worldwide, up from 11% forecasted for this year Mid-end smartphones, which cost between US$150 and US$450, are projected to account for more than 50% of shipments in 2014 Clearly, smartphone makers looking to expand their market share cannot overlook the low to mid-end sector Fully aware of this, Chinese smartphone manufacturer Xiaomi has released a Hongmi, or Red Rice, a device with decent specifications and a low price tag of RMB799
Taking a look at Red Rice’s hardware, its MediaTek MT6589 chipset accounts for 20% of total manufacturing cost The 47-inch, 312 ppi IPS display by AUO represents 22% of cost and is a significant upgrade from the 220 ppi display commonly used in similarly priced devices Based on component cost, total manufacturing cost for the Red Rice device is estimated at US$85(4Q”13) With a retail price of RMB799, roughly equivalent to US$130, Xiaomi is profiting at a rate difficult for other smartphone makers to keep up with
Xiaomi is not relying on traditional sales channels for its new device but turning to Internet retailers instead – the company hopes to garner revenue from software, advertising, etc, creating a new smartphone profit model TrendForce believes Xiaomi is able to offer Red Rice at such a low price because the maker has a solid grasp on three important points of cost control First, Xiaomi usually unveils new products very early, at least a quarter before the actual release date, which gives component cost time to decrease Second, Xiaomi controls inventory better than its competitors Using an Internet pre-order sales model, Xiaomi is able to get a more exact estimation for initial production, thereby avoiding risk if sales are not as strong as expected Third, by marketing via social networks, Xiaomi cuts down on advertising costs, enabling the manufacturer to continue causing a stir on the market with each new device release
Red Rice’s groundbreaking price will inevitably have an influence on other smartphone manufacturers’ pricing strategies, especially for low to mid-end products Currently, Xiaomi’s main market is China The company is eagerly expanding on foreign markets as well, but results have been limited Whether Xiaomi’s low prices will have an effect on smartphone makers in other markets will depend on the Chinese manufacturer’s foreign sales
TrendForce believes Xiaomi’s long-term strategy includes continued expansion on the domestic market as well as breaking into foreign markets with high price-performance ratio devices As social networking platform services and software are the company’s main sources of profit, Xiaomi will need to develop new strategies to attract consumers in foreign markets As the company’s recently closed funding round has skyrocketed its valuation, Xiaomi is financially set to expand in foreign markets, potentially by acquiring local businesses Or, the funds could be used to improve manufacturing and ensure timely product delivery, a notable weakness of the growing company
