Down 9% year over year! Global smartphone shipments are diving, how can the industry break through the pain period?

The cold winter in the smartphone market continues…

Since 2022, the overall domestic electronic product industry has been in a downturn, the shipments of the domestic smartphone market have continued to decline, and the market performance has been quite weak.

Recently, the latest data released by Canalys shows that global smartphone shipments in the third quarter of 2022 fell by 9% year-on-year to 298 million units. It was also the lowest third quarter for sales since 2014.

In terms of the specific manufacturer’s proportion, although Samsung has maintained its leading position, it shipped 64.1 million units in the third quarter, but it paled slightly compared to the 69.4 million units in the same period last year, down 8% year-on-year.

The three major domestic manufacturers, Xiaomi (01810.HK), OPPO and vivo, occupy the third to fifth positions in the industry with market shares of 14%, 12% and 11% respectively. However, the annual growth rate was also less than satisfactory, falling by 8%, 22% and 20% respectively.

In contrast to the above-mentioned manufacturers, driven by strong demand, Apple (AAPL.US) is the only manufacturer to achieve positive growth, with an increase of 8% year-on-year and shipments of 53 million units, ranking second in the industry.

In this regard, Canalys research analyst Runar Bjørhovde said: ” The performance of the high-end market was the only bright spot in the quarter . Driven by the iPhone 13 and the newly launched iPhone 14 series, Apple’s market share reached an unprecedented height in the third quarter. In particular, the popular iPhone 14 Pro and Pro Max will bring Apple higher ASP (average selling price) and stable revenue.

At the same time, Canalys research analyst Amber Liu pointed out that consumer demand has a strong impact on the performance of the smartphone market, manufacturers are quickly adjusting to adapt to the severe business environment, and the top priority is to reduce inventory backlog amid deteriorating market demand risks of.

In fact, from “new smartphones must be replaced” to “not changing for many years”, the consumer-end pattern has changed dramatically. Although 6.18, “Double 11” and other promotional festivals attract consumers with larger discounts, such as direct price cuts and gift vouchers, etc. It has also achieved certain results, but it is difficult to fundamentally save the phenomenon of sluggish market consumption, which eventually leads to a decline in smartphone shipments.

From the perspective of industry insiders, the key to breaking the game is whether manufacturers can improve the user experience through innovation and stimulate consumption. For example, the application of AR and VR components, smart wearable devices, and various equipment required for smart driving may be the innovation points that lead the next wave of consumer electronics industry boom.

Wang Ying, engineer of the National Engineering Information Security Development Research Center, believes that consumer electronics companies should make full use of digital technology to carry out all-round, multi-angle, and full-chain transformation and application of production, operation, management, marketing and other links, which is to improve business efficiency. , Fast track to enable product sales.

Looking ahead, Canalys analyst Zhu Jiatao said: “Entering the fourth quarter, continued global shocks are hindering the performance of manufacturers across the entire ecosystem portfolio. The upstream supply chain entered a long winter earlier than expected, and OEMs’ order targets were A large number of cuts. At the same time, slow inventory turnover and poor economic data have also affected the confidence of the channel, and the market focus has fallen back to the core products of the head brand, thinking that the upcoming sales season will attract traffic. Manufacturers are entering the fourth quarter with a cautious strategy , to deal with ongoing difficulties. Managing the outlook for the bleakest fourth quarter in more than a decade will show which vendors are poised for the long-term.”

Text: Hong Xiaodou