November Domestic Mobile Phone Market Analysis Report

In November 2013, the competition in the domestic mobile phone market reached a new stage, and more and more manufacturers began to embark on the road to differentiation. Jin Li released a brand new internet brand mobile phone brand IUNI this month, which aims to create a unique user Very personal mobile phone. In the highly competitive mobile Internet era, how to make a difference and win users has become the key to whether mobile phone manufacturers can gain a firm foothold.

Report Highlights • Brand Focus: Lenovo is still the most watched brand with a focus of 18.9%, and Cool is among the top three. Compared with October, Xiaomi's ranking dropped and five brands rose.

• Product Focus: Meizu MX3 (without NFC/16GB/Normal Edition) still tops the list. Lenovo has the largest number of models in the list. Xiaomi’s mobile phone was not listed this month. In 2013, new products accounted for the absolute mainstream, with screens exceeding 4.5 inches.

• Product features: The price of the models in the price segment of 2001-3000 yuan rose 2.4%, and the attention of dual-camera models dropped again. The attention of tens of millions of pixel models increased by 1.3%.

• Product Features: The attention of models above 5.0 inches is approaching 30%, and that of quad-core models is over 70%.

• Case study: Huawei's brand awareness has a small wave dynamic, ranging from 12% to 15%. Huawei product structure: Nearly 70% of the models with a price of less than RMB 1,000.



First, the brand attention pattern • Cool ranks among the top three in the domestic mobile phone market in November, Lenovo's attention to the proportion of 18.9% of the brand is still the most attention of users, Huawei, Cool, separated the second and third place, concerned about the proportion of 13.6%, 10.1%. The percentage of other brands on the list is below 10%. Meizu and OPPO are close to each other, with the former only leading 0.1%. The ZTE and vivo brands are also paying close attention and are distributed between 7% and 8%.

• Xiaomi's ranking dropped. Compared with October, the top five brands in this year's domestic mobile phone market were the biggest changers in the pattern. Xiaomi’s brand awareness dropped by 2.3 percentage points from the previous month, ranking third from the previous month. Dropped to eighth place. Cool, Meizu, OPPO, ZTE, vivo five brand rankings are raised one place.

Second, the product focus on the pattern (a) product models concerned • Meizu MX3 (non-NFC / 16GB / regular version) is still topped the list of domestic mobile phone market in October, Meizu MX3 (non-NFC / 16GB / regular version) to focus on the proportion of 6.1% It still topped the list, and the percentage of attention increased by 1 percentage point from the previous month. The percentages of other products on the list are below 3%. OPPO and vivo two models won second and third place.

• Lenovo has the largest number of models on the list. Xiaomi's mobile phone was not listed this month. From the perspective of brand attribution, the 15 most-respected domestic models this month come from Meizu, OPPO, vivo, Lenovo, Huawei, Coolpad, and TCL. Nubia, which Lenovo has the largest number of models, reached four. Meizu, OPPO, vivo, and Huawei are both short-listed. Millet models missed the list this month.

• New products accounted for the absolute mainstream in 2013 with screens exceeding 4.5 inches. From the main parameters, of the 15 models on the list, 14 models were newly-listed in 2013, and 14 models were adopted. With a screen size of 4.5 inches or more, eleven models have a screen size of over 5 inches, and the largest is the TCL Hero N3, which has a screen size of 6 inches.

(II) Structure of the price segment • The price of the model in the price segment of 2001-3000 yuan rose 2.4%

Judging from the price structure, in the domestic mobile phone market in November, the models below RMB 1,000 were still the mainstream of users' attention, receiving 6.4% of the attention ratio, but a slight decrease of 1.1% compared with the previous month. Followed by the 1000-2000 yuan price segment models, the degree of attention is also more than three percent, but decreased by 2.5% compared with October. The 2001-4000 price segment model has a cumulative proportion of 28.7% attention, up 4.4% from the previous month.

(III) Analysis of Product Types of Different Cameras • Concern for dual camera models fell again In November, the number of dual camera models sold in the domestic mobile phone market had exceeded 650 models, which was a slight increase of nearly 20 models from the previous month, but the attention from users From the perspective, it is still showing a slight decline. This month, the dual-camera model received an 84.3% attention ratio. Although it is still the absolute mainstream of users' attention, it has dropped slightly by 0.6% from the previous month. Single-camera models showed a slight increase of 0.8% from the previous month, reaching 13.3%.

(D) Analysis of different camera pixel products • The attention rate of tens of millions of pixel models has gone up by 1.3%

From the perspective of the rear main camera pixels, the model with 8 million/8.1 million pixel rear-facing cameras has become the focus of attention, gaining 41.2% of the attention, but a slight decrease of 1.7% compared to the previous month. The attention of models carrying 10 million pixels or more increased slightly by 1.3% from the previous month.

(V) Product Analysis with Different Screen Sizes • Attention on models over 5.0 inches approaching 30% in November In the domestic mobile phone market, models equipped with 4.6-5.0 inch screens are favored by users. Although the percentage of attention has declined slightly from the previous month, Nearly 40%, reaching 38.1%. The size of the large-screen model with a size of 5.0 inches or more has increased significantly from the previous month, with a significant increase of 5.2 percentage points. Below the 4.5-inch screen size, the degree of attention decreased by 1.4%.

(VI) Analysis of products with different core numbers • Focus on quad-core models exceeded 70% in November In the domestic smart phone market, models with quad-core processors accounted for nearly 40% of the total, which was the mainstream, and they received 70.4% of the attention ratio at the same time. , favored by users. Compared with the quad-core model, the attention rate of the dual-core models, which also accounted for over 30% of the products, is only 18.2% and less than 20%.

Third, case analysis:

(I) Huawei brand pays attention to trends • Huawei's brand awareness shows slight wave dynamics. ZDC monitoring data show that from January to November 2013, the Huawei brand’s focus on domestic mobile phone market showed slight fluctuations, mainly in the range of 12%-15%. The highest point was in September, with the proportion of attention reaching 14.7%, which was 2.7 percentage points higher than the lowest point in May. Judging from the brand rankings, except for the April ranking dropped to the third place, all other months have ranked second place.

As a whole, Huawei's brand awareness and rankings are relatively stable. This month, Huawei regarded Glory as its sub-brand and positioned itself as a high-end product. This indicates that Huawei has also started its sub-brand and differentiated route.

(II) Analysis of Huawei product structure • Huawei product structure: Nearly 70% of models with models below $1,000 accounted for nearly 70% of ZDC monitoring data. In November, there were a total of 47 models sold, of which 32 models were priced below $1,000. , accounting for 68.1%, but from the user's attention, only 43.2%, less than the proportion of products accounted for only 17.0% of the 1000-2000 yuan price segment models. This month, Huawei's model with a price range of RMB 1000-2000 had the highest degree of attention, reaching 45.1%.

Judging from the high-end market, Huawei's models with a price of more than 2,000 yuan account for 14.9% of the total. There are a total of 7 models, and the ratio of attention is 11.7%. There is still much room for improvement.

ZDC concludes:

Sub-brands are becoming a means for some domestic manufacturers to expand their market share and increase profits. It is expected that more and more brands will join the ranks in the future. However, it remains to be seen whether users will pay for these sub-brands.