Electronics

In the first half of this year, my country's smartphone output was 576 million units, a year-on-year decrease of 1.8%, but the folding screen segment maintained a trend of rapid growth, with shipments exceeding 1.1 million units, a year-on-year increase of about 70%, becoming the biggest bright spot.

The downturn in the mobile phone market has led to intensified competition among brands and reshuffled the rankings of manufacturers. According to the monitoring data of IDC and Strategy Analytics, in the second quarter of this year, Honor became the largest smartphone manufacturer in China with a market share of nearly 20% for the first time, with vivo, OPPO, Xiaomi and Apple among the top five.

Sui Qian, Senior Director of Strategy Analytics, pointed out: "Honor's domestic market performed well, thanks to its comprehensive product portfolio and balanced online and offline distribution channels. In addition, the relatively healthy inventory situation also helped Glory achieve stable performance growth in the quarter. .” And vivo, OPPO and Xiaomi have slowed down product release cycles and improved inventory management.

Although the overall pace of the market has slowed down, the folding screen segment has maintained a trend of rapid growth. Since the second half of last year, major mobile phone manufacturers have completed the layout of folding screen mobile phones. Samsung released two latest folding screen phones, Galaxy Z Fold3 and Galaxy Z Flip3 last August, OPPO launched its first folding screen phone OPPO Find N in December last year, and Honor released its first folding screen in January this year. The mobile phone Honor Magic V, vivo released the first folding screen mobile phone X Fold in April this year. Huawei launched its latest folding screen phone, the Huawei Mate Xs2, in April this year.

In terms of manufacturers, Huawei occupies more than 63% of the domestic folding screen mobile phone market with its brand and product strength. OPPO ranks second in the domestic market with the differentiated product design and price competitiveness of Find N; Samsung's Z Flip3 The two products, Z Fold3 and Z Fold3, are nearing the end of their life cycles, ranking third; Honor and vivo have relatively conservative supply strategies, ranking fourth and fifth respectively.

According to IDC data, the fourth quarter of 2021 and the first quarter of 2022 are the peak shipments of folding screen mobile phones in my country, with quarterly shipments exceeding 500,000 units and nearly 700,000 units respectively, and nearly 500,000 units in the second quarter of this year. According to the reporter's understanding, it is expected that in August this year, Samsung's Galaxy Z Fold4 and Galaxy Z Flip4, Motorola moto razr2022 and other folding screen mobile phones will be released soon.

Guo Tianxiang, a senior analyst at IDC China, pointed out that in addition to external factors affecting the mobile phone market, the lack of sufficient differentiation in mid-to-high-end products and the difficulty in using experience to impress consumers are also important "internal factors". Although the average unit price of folding screen mobile phone products is much higher than the average level, and there is still a lot of room for improvement in some software experience, the market segment can grow rapidly, and even some products are still in short supply, reflecting the existence of sufficiently differentiated products. , can still impress consumers. Therefore, despite the huge challenges in the overall market in the future, focusing on the improvement of product experience will still be the direction that industry participants should focus on.