According to the latest data released by CINNO, the sales volume of smartphones in the mainland China market in November was approximately 20.47 million units, a slight increase of 2% month-on-month from October, and a 21.7% decline year-on-year.
Entering the traditional peak season for smartphone sales in the fourth quarter, although the overall market vitality is still insufficient, the Chinese smartphone market has seen a slight increase month-on-month due to the launch of cost-effective new products in the second half of the year by various manufacturers and the promotion of Double Eleven. , but compared with the same period last year, among the Top 5 brands, the highest drop reached 36%.
Since February this year, there has been a year-on-year negative growth for the tenth consecutive month. Although there are promotional activities such as the “Double Eleven” in China, the market consumption is far less popular than in previous years, and the year-on-year decline is still significant, creating the worst November sales since 2015 Monthly sales; cumulative sales from January to November were 237 million units, a year-on-year decrease of 18.8%. It is estimated that domestic smartphone sales in 2022 will only be 250-260 million units, which will be the worst annual sales performance within 2015.
In November, the sales volume of the top 5 mainstream brands in the domestic smartphone market showed a negative growth year-on-year, with a drop of 11.6%-36.2%. The increase of 49.5% was mainly due to the online sales during the “Double Eleven” promotion season. Among them, the Redmi K50 Extreme Edition ranked eighth in the stand-alone sales list.
Although Apple’s sales this month both fell year-on-year and month-on-month, it still maintained its No. The new iPhone 14 series still performed well this month, with the iPhone 14 and iPhone 14 Pro Max being the champion and runner-up in stand-alone sales, while iPhone 14 Pro, iPhone 13 and iPhone 14 Plus are also among the top ten stand-alone sales .
The Honor market performed steadily, ranking second with sales of about 3.1 million units, and the Android phone camp ranked first, down 11.6% year-on-year, with a slight increase of 4% month-on-month; Xiaomi moved up one rank, ranking third with sales of about 3 million units , a year-on-year decrease of 27.3%, and a month-on-month increase of 49.5%; OPPO/vivo ranked fourth and fifth respectively, and the year-on-year decline was still significant, with a year-on-year decrease of 26.6% and 36.2%, respectively, and a month-on-month decrease of 5% and 10%
In terms of market share, in November, Apple’s mobile phone market share was 23.2%, a year-on-year decrease of 2.6 percentage points; Honor’s share was 15%, a year-on-year increase of 1.7 percentage points; Xiaomi’s share was 14.7%, a year-on-year decrease of 1.1 percentage points; It was 12.7% and 11.2%, down 0.9 and 2.5 percentage points year-on-year respectively.
With the adjustment of the epidemic prevention policy in December, it will take time for industrial production and market consumption to recover gradually, and the impact is expected to last throughout the first half of 2023. However, starting from December, the Android camp has accelerated the launch of new products, promoting the distribution and marketing of new products in the first quarter of next year, so as to actively stimulate market demand. CINNO Research suggests that brand manufacturers do not need to be too aggressive, and should still focus on handling inventory levels in order to survive this year’s cold winter smoothly.
