IDC Reports ZTE's Global Shipment of Super Apples in the Third Quarter

While the global mobile phone industry is undergoing a major reshuffle, Chinese manufacturers are quietly among the world's major players. Yesterday, the reporter found out from the latest mobile phone global market ranking table released by market research agency IDC that ZTE's shipments in the third quarter of this year reached 19.1 million units, which surpassed Apple’s ranking fourth in the world, with a market share of 4.9%. , It is very close to the market share of the third largest mobile phone maker LG 5.4%. ZTE said it plans to make mobile phone shipments into the top three in the world in the next 3-5 years.

Apple shipments decline

In the second quarter of this year, IDC released statistical data. Apple's shipments reached 20.3 million units, which fell to 17.1 million units in the third quarter. In this regard, IDC analysis, Apple being pushed down by the rankings of Apple, may be mainly related to the launch of the new iPhone later this year, and then affect the actual number of shipments, perhaps in the fourth quarter will be changed. ZTE's shipments increased by 57.9% over the same period of last year. In addition, the report shows that in the third quarter, Nokia still holds the championship, but its market share has dropped to 27.1%, only 4.8 percentage points higher than Samsung in second place.

The reporter learned from ZTE Corporation that with the continuous deepening of ZTE's internationalization strategy, in 2006, Vodafone began to sign and customize 10 million mobile phones, and its mobile phone business began to gain a firm foothold in the international market. In 2008, shipments ranked among the world's sixth Bit, at the time, many products still adopted the ODM approach and did not have their own brand. In the past two years, ZTE began to build its own brand ZTE. At present, ZTE's own brand ZTE's products have accounted for 60% of shipments. ZTE revealed that in the first half of this year, ZTE’s end products have been sold to 140 countries and regions worldwide. Of which, mobile phone sales reached 35 million, an increase of approximately 30% over the same period of last year, exceeding the industry average.

ZTE advantage in entry-level products

Regarding the significant increase in market share, ZTE’s insiders believe that it is closely related to the market positioning of its products. "ZTE's advantage is still entry-level intelligent machine products. Currently, global operators are working hard to develop users. After monopolizing high-end customers through the iPhone, they hope to develop new users by giving low-cost mobile phones. ZTE's mobile phone prices The performance of the Android platform used by ZTE is better than that of Nokia's Symbian smart phone at the same price point, said the person.

In addition, the source said that foreign operators generally sell an iPhone with a subsidy of about US$450, and the same amount of money can be used to subsidize 3-4 ZTE mobile phone users.

Industry sources said that ZTE's shipments exceed Apple's is not surprising, because Apple is taking a high-end fashion line, its profit margin is far more than ZTE, and the industry believes that Apple often uses "hunger marketing" means in product marketing, the two companies There are huge differences in development models.

The sales strategy in cooperation with operators is also an important factor in advancing the development of ZTE. Currently, ZTE's mobile phone sales at home and abroad account for 4:6. There are some socialized sales channels in China and some operators are customized, while overseas operators are mainly based on customization. After continued sales of smart devices such as Blade and Light, ZTE has cooperated with more than 65 operators in the European market in the first half of this year, including top carriers such as Vodafone, T-Mobile, and Orange.

With the strategic transformation of smart terminals announced by ZTE this year, the smart terminal business has become the focus. In the first half of the year, ZTE's sales of smart terminals reached 5 million, achieving an increase of more than 400% compared with the same period of last year.

â– Viewpoint

ZTE and Apple have different competitiveness

Industry expert Xiang Ligang was surprised at ZTE's shipments in the third quarter surpassing Apple, but he said that in fact, ZTE and Apple are not comparable in terms of shipments. ZTE currently focuses on mid-to-low-end handsets. The characteristic of this model is that shipments must be large. If a product is shipped with less than 1.5 million units, then there is no profit to be made. In addition, ZTE took the route of operator customization, and operators raised demand, and ZTE pushed related products. At present, domestic operators are pushing “thousand yuan smart machines”, and ZTE has the advantage of shipment volume in this area. (Zhao Jin)

â– Related news

HTC became the champion of US smart phone shipments

Third Quarter Shipments Increase 93%

Market research company Canalys reported yesterday the forecast of global smartphone shipments in the third quarter of 2011, which shows that HTC has become the largest smart phone manufacturer in the United States.

In the third quarter, HTC shipped a total of 13.2 million smart phones, which was 3.9 million fewer than the iPhone's 17.1 million. Samsung shipped 27.3 million units. However, in the United States, HTC became the third-quarter smartphone shipment champion, surpassing Apple and Samsung. HTC’s own brand shipped 5.7 million units in the United States, and about 70,000 units were sold under the T-Mobile brand. Samsung’s own-brand smart phones shipped 4.9 million units in the United States, while Apple’s shipments were only 4.6 million units.

HTC released its third quarter report yesterday. According to the report, HTC shipped 13.2 million smart phones in the third quarter, an increase of 93% year-on-year. Net profit reached NT$18.68 billion, an increase of 68% over the same period last year.

In the third quarter, HTC had a total revenue of NT$135.82 billion, a year-on-year increase of 79%, and net profit of NT$18.68 billion, a year-on-year increase of 68%. For the fourth quarter, HTC expects to ship 12 to 13 million smart phones.

The Canalys report shows that, as a whole, global smartphone sales will continue to grow. In the third quarter, shipments increased by 49% year-on-year to reach 120.4 million units.


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