The decline in domestic smartphone shipments in the second quarter narrowed the growth of high-end mobile phones

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The recently released International Data Corporation (IDC) Quarterly Mobile Phone Tracking Report shows that in the second quarter of 2023, China’s smartphone market shipped approximately 65.7 million units, a year-on-year decrease of 2.1%, and the decline rate narrowed significantly. Shipments in the first half of the year were about 130 million units, a year-on-year decrease of 7.4%. OPPO maintained its No. 1 position in the domestic mobile phone market in the second quarter with a market share of 17.7%.

Screenshot from IDC Consulting Official Account

It is worth noting that during the entire “618” mid-year promotion period, the sales of smartphones still fell by more than 5% year-on-year under the circumstance of double preferential subsidies from manufacturers and e-commerce platforms, and the intensity was strong.

Although the overall smartphone market in China continued to show a downturn, the high-end market above US$600 was less affected. According to IDC data, in the second quarter, China’s market share of high-end mobile phones above US$600 reached 23.1%, an increase of 3.1 percentage points compared with the same period in 2022 against the trend. For example, the dual flagship Find X6 series and Find N2&Flip series helped OPPO enter the top three in the high-end market share above $600.

The report pointed out that as domestic brands adhere to the high-end route, mainstream manufacturers have successively launched a “candy bar + folding” dual-flagship layout: “straight” flagship products have full hardware configuration, and “folding screens” create differentiated experiences through changes in appearance to attract consumers. Attention consumers, the number of high-end models continues to grow, and the high-end mobile phone market has become a battleground for all companies.

Screenshot from IDC Consulting Official Account

Guo Tianxiang, a senior analyst at IDC China, pointed out that the Chinese smartphone market in the first half of the year was lower than expected, especially from the perspective of the “618” mid-year promotion, consumer demand is still relatively weak. Observing the planning and development of new products in the second half of the year, whether it is Apple or Android manufacturers, it is difficult to produce subversive innovative products.

Guo Tianxiang believes that in the case of the homogeneity of various products, the differentiation of appearance, the degree of preferential price, and the effect of taking photos and videos will become the primary considerations for consumers to choose. The new generation of iPhone 15 will be launched soon, and Android flagship products will be launched earlier due to the early release of the new generation of flagship chips. It is hoped that the Chinese smartphone market will enter a significant recovery trend in the fourth quarter, but the rebound may also be lower than the previous one. expected. The overall Chinese smartphone market is still full of uncertainties. (over)

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