October China Mobile Market Analysis Report

In October 2013, China's mobile phone market has no sense of “golden nine silver and ten silver” from the perspective of sales, but in October it was still a crucial period for manufacturers to release new products. This month Nokia released a new model equipped with the Asha platform and Windows Phone system, further enriching its strength in the Windows Phone camp. From the perspective of brand awareness in October, the rankings of the six brands in the 15 brands have fluctuated, but the ranking of the first camp brands has remained stable.

First, the brand attention pattern • The first fifteen brand attention has dropped to less than 90% In October, the concentration of brand awareness in the mobile phone market has declined compared to the past, which further reflects the fierce competition in the mobile phone market. Samsung still leads with a ratio of 20.2%. Apple’s concern is 12.5%, ranking second. Nokia's attention rate is below 10%, ranking third. Lenovo and Huawei’s attention ratios range from 5% to 7%, while those of other brands are below 5%. As a whole, the cumulative attention of 15 brands before October was less than 90%, which was lower than before.

• The ranking of the first camp brands remained stable compared to September-October. The top five brand rankings most noticed by users remained unchanged this month and remained stable, but from the perspective of the ratio, Samsung, Apple, Nokia, Huawei's four brands all declined in different degrees compared with last month. Only Lenovo's attention rate increased slightly by 0.1%.

Judging from the second camp, among the five brands, HTC and Cool Group ranked one place higher than last month. Sony Mobile and Meizu declined one place respectively. Xiaomi remained unchanged. In the third camp, LG and the vivo rankings were swapped. Affected by the release of LG’s new flagship G2, LG’s attention this month increased by 0.2% from the previous month and ranked 13th.

Second, the product focus on the pattern (A) Product models concerned • Apple iPhone 5S is still dominated by a clear advantage of the top spot from the product attention to the pattern, this month Apple iPhone 5S (16GB) received 4.5% of the attention ratio, continue to win with greater advantages Championship position. Samsung's GALAXY Note 3 (N9006/single card/16GB) and Samsung GALAXY S4 (I9500/16GB/single card version) ranked second and third with 3.0% and 2.9% respectively. The gap between the two is not. Big.

• Apple and Samsung models have higher trials, and there are four models on the list. From the perspective of the number of models on different brands, Apple and Samsung have a clear advantage on the list. There are four models that are short-listed. Among them, Apple's four products ranked in the top ten. Samsung has two models ranking between tenth and fifteenth.

• The number of domestic models on the list decreased compared with the previous month. This month, there are four models from the domestic mobile phone camp. There are four models on the list this month, of which the Meizu MX3 (without NFC/16GB/Standard Edition) is 2.3%. Concerned about the proportion of the fourth, and is the only domestic model in the top five. Meizu has a total of two models selected, relatively high product competitiveness. Among other brands, millet and OPPO each have a model on the list.

(II) Product Structure of Different Price Segments • Attention of Models in the Price Segment of 2001-3000 Yuan Dropped below 20% From the concerns of the models in different price segments, this month's models with prices below 1,000 yuan and 1000-2000 yuan are concerned The degree is more than 20%, of which the latter is over 25%, which is a slight increase of 1.1% from the previous month. The price of the model in the price segment of 2001-3000 yuan dropped below 20%, down 3.8%. Affected by high-end new products in September and October, the 3001-4000 dollar model continues to show a rising trend.

(III) Structure of different types of products • Domestic mobile phone attention increased by 2.7% this month

Smart and 3G mobile phones have become the mainstream of the market. From the perspective of users' attention, the growth momentum has slowed down and maintained a stable trend. However, with the help of the Android system, domestic mobile phones have grown and the market competitiveness has continued to increase. This month, China-made mobile phones received a total of 44.5% of the attention ratio, up 2.7 percentage points from the previous month.

(IV) Product Structure with Different Screen Sizes • Over 20% of Super Large Screen Models with 5.0 inches or More

Large-screen mobile phones are being favored by more and more users. ZDC monitoring data shows that in the mobile phone market in October, the attention of large-screen mobile phones with a size of 5.0 inches or more has exceeded 20%, a substantial increase of nearly 4 percentage points, and the 4.1-4.5-inch models are of similar concern. However, from the mainstream perspective, the 4.6-5.0-inch models are still the most popular among users, and they have obtained 33.0% of the attention ratio, a slight decrease of 0.1% from September.

(V) Cell Phone Camera Structure • Dual camera models showed a slight decline this month. ZDC statistics showed that the number of models equipped with dual cameras in the mobile phone market in October reached 888 models, an increase of nearly 20 models compared to the previous month, but From the point of view of the user's concern, there was no growth, but a slight drop of 0.6%. The single-camera model’s degree of attention, although still around 10%, rose slightly by 0.5% from the previous month.

• 12 million pixels or more pixel model attention approached 30%

From the perspective of the user of the rear-mounted main camera pixel, the 8 million/8.1 million-pixel model this month is still the absolute mainstream of the user's attention, and the percentage of attention is 47.3%, but compared with September, it has dropped by nearly 4 percentage point. The 12 million-plus pixel model’s attention increased by 3.4%, approaching 30%.

(6) Product structure with different resolutions • The 1920x1080 resolution model has seen a rapid increase in interest rate. In October, the 1024/1280×768 resolution models are still the focus of attention, but the proportion of attention has dropped to 40%. Below, it fell by nearly 3 percentage points from the previous month. The 1920×1080 resolution model showed a rapid increase in attention, reaching 26.1% this month, an increase of 3.2 percentage points from the previous month. This is directly related to the increasing number of large-screen, high-definition mobile phones on the market.

Third, case analysis:

(A) Motorola brand attention ratio trend • Motorola mobile phone rankings will fall out of the top 15 ZDC monitoring data show that in the Chinese mobile phone market in January-October 2013, the Motorola brand's attention declined linearly. In October, the proportion of attention was only It was 1.8%, falling below 2%, and still ranked 15th. However, in the long run, coupled with the recent lack of action on Motorola's new products, ZDC anticipates that under the siege of Samsung, Apple, and the majority of domestic mobile phone camps, Motorola’s brand awareness will continue to decline, and the rankings will fall out of the top ten. Five risks.

(II) Analysis of Motorola's product structure • Motorola’s statistics for 2,000 yuan or less compared to 80% of ZDC’s statistics show that in October Motorola accumulated a total of 17 models and ranked the 20th among all 118 manufacturers. Samsung sells the largest number of models, all over a hundred models.

From a product structure point of view, Motorola's 17 models in the sale of models, the following 2,000 yuan models occupy the absolute mainstream, there are 14 models, accounting for over 80%, user attention is also about 80%. It is worth noting that the model with the least number of RMB 4,000 and above received 14.7% of the attention. It can be seen that Motorola still has a certain appeal in the high-end market. In addition, there are currently faults in Motorola's product structure, and there are no models that are priced at the price range of RMB 2001-3000.

ZDC concludes:

ZDC expects the pattern of brand awareness in China's mobile phone market in the coming month. The second and third camps are still full of the biggest variables. Among the traditional mobile phone manufacturers, although Motorola has been received by Google, its attention in the mobile phone market, especially in China's mobile phone market, has been steadily declining. The future situation is worrying.