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Sales of Indian mobile phone market shuffle: Huawei drops, Samsung ranks second, new dark horse is born!

Sales of Indian mobile phone market shuffle: Huawei drops, Samsung ranks second, new dark horse is born!

Sales of Indian mobile phone market shuffle: Huawei drops, Samsung ranks second, new dark horse is born!

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Due to the large population and large demand, the domestic market is a must for all mobile phone manufacturers, but with the fierce competition and the market becoming saturated, all mobile phone manufacturers have begun to expand overseas markets. Because of the different market conditions and consumption levels in different regions, products with different price points and characteristics must be targeted. In the global environment where the global market is cold, India, a large population country, has maintained steady growth.

Recently, according to report data released by research agency Counterpoint Research, the Indian mobile phone market shipments increased by 5% year-on-year in Q3 2018.

In the Indian mobile phone market in the third quarter, the most embarrassing domestic mobile phone brand was Huawei. Although in the second quarter of this year, Huawei ’s global shipments of mobile phones surpassed Samsung ’s and became the second largest mobile phone manufacturer, it did not rank in the top five in the Indian mobile phone market. And with the continuous increase in technology investment, Huawei's brand reputation has steadily increased. However, the increase in research and development costs and the strategy of gradually moving closer to the high-end market make it difficult for Huawei to gain a foothold in the Indian market where the overall level of consumption is low. Lack of cost-effective products, Huawei has always been unable to open the market in India.

As the world's top mobile phone sales Samsung, naturally has already been deployed in the Indian market. In the third quarter of this year, Samsung ranked second in India with a 23% market share. Although still very strong, Samsung ’s market share in India has fallen by 6% compared to the previous quarter. As we all know, Samsung ’s mobile phone business advantage is mainly reflected in high-end product lines, while relatively low-end products lack core competitiveness. In order to gain a foothold in the Indian market, Samsung launched the entry-level J series, combining its own brand effect with low prices to cater to To the needs of local consumers.

Brother brands OPPO and vivo occupy a relatively stable share in the Indian market. In the third quarter of this year, vivo and OPPO respectively gained 10% and 8% of the market share, ranking third and fifth, sandwiching the fourth-ranked Indian local brand Micromax in the middle. As in China, OV continues to maintain a strong marketing strategy. It has been recognized by local consumers through offline experience stores everywhere and its sub-brand reaime, which focuses on low-end and mid-price products.

而小米在印度却继续保持强势,尤其是定位于中低端入门机市场的红米系列,精准的定位与当地市场以及用户需求。在今年第三季度中,小米以高达27%的市场份额力压三星,稳坐印度手机市场第一,成为最强势的黑马。并且,据IDC公布的9月份报告显示,小米在印度已经保持连续四个季度出货量、市场份额第一。虽然人口多、需求量大,但是由于消费水平低于国内,善于打价格战的小米在印度成为最吃香的手机厂商。

总体而言,截止到第三季度小米、OPPO和vivo在印度手机市场份额高达45%,也就是说国产手机已经成为当地消费者的首选,近一半的当地用户更热衷于物美价廉的国产手机,这也为国产手机迈向国际化市场奠定了基础。由于人口多、需求量大,国内市场是所有手机厂商的必争之地,但是随着竞争白热化和市场趋于饱和,导致所有手机厂商纷纷开始拓展海外市场。因为不同地区市场行情以及消费水平的不同,必须针对性的推出不同价位和特色的产品,而在全球市场遇冷的大环境中,人口大国印度却保持稳步增长。

近日,据调研机构Counterpoint Research公布的报告数据显示,2018年Q3季度印度手机市场出货量同比增长了5%。

在第三季度的印度手机市场中,最尴尬的国产手机品牌是华为。虽然在今年第二季度,华为手机全球出货量超过三星,成为了第二大手机厂商,但是并未登榜印度手机市场销量前五。并且随着持续加大的技术投入使华为的品牌口碑稳步提升。但是研发成本的增加,和逐渐向高端市场靠拢的策略,使华为在消费水平整体较低的印度市场很难立足。缺乏高性价比的产品,华为在印度始终打不开市场。

作为全球手机销量第一的三星,自然也早已布局于印度市场。在今年第三季度中,三星以23%的市场份额位列印度市场第二。虽然仍然十分强势,但是和上季度相比,三星在印度的市场份额下滑了6%。众所周知,三星的手机业务优势主要体现在高端产品线,而相对低端的产品缺乏核心竞争力,为了在印度市场立足,三星推出了入门级J系列,用低廉的价格结合自身的品牌效应,迎合了当地消费者的需求。

Brother brands OPPO and vivo occupy a relatively stable share in the Indian market. In the third quarter of this year, vivo and OPPO respectively gained 10% and 8% of the market share, ranking third and fifth, sandwiching the fourth-ranked Indian local brand Micromax in the middle. As in China, OV continues to maintain a strong marketing strategy. It has been recognized by local consumers through offline experience stores everywhere and its sub-brand reaime, which focuses on low-end and mid-price products.

However, Xiaomi has continued to maintain a strong position in India, especially the Redmi series, which is positioned in the mid-to-low-end entry machine market. It is precisely positioned with the local market and user needs. In the third quarter of this year, Xiaomi overwhelmed Samsung with a market share of up to 27%, and firmly ranked first in the Indian mobile phone market, becoming the most powerful dark horse. Moreover, according to the September report released by IDC, Xiaomi has maintained shipments in India for four consecutive quarters and has the largest market share. Despite its large population and high demand, Xiaomi, which is good at fighting price wars, has become the most popular mobile phone manufacturer in India due to lower consumption levels than domestic ones.

In general, as of the third quarter, Xiaomi, OPPO and vivo have a 45% share of the Indian mobile phone market, which means that domestic mobile phones have become the first choice of local consumers, and nearly half of local users are more enthusiastic about cheap domestic mobile phones. This also laid the foundation for domestic mobile phones to enter the international market.

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