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Handset & Smartphone Monthly Sell-In vs Sell-Through – December 2020

Overview:

This is the excel report that shows the monthly global sell in vs sell through for handset and smartphone.

Recovery in the market hit a major roadblock in December as the surge in demand was halted by supply issues.  All markets except for China showed strong demand in sell-through. But component shortages were not relieved in December and many smartphone brands could not produce sufficient products to meet the demand.

The component shortages come mostly from PMIC and DDI. There are also some shortages in 4G, 5G chipsets, especially Mediatek, which are in high demand. Unexpected demand for laptops and tablets pushed demand for PMIC components. The automotive sector also recovered faster than expected. 5G phones require more PMICs, so the situation worsened through 2H 2020.

The final blow came from the Huawei semiconductor trade ban. Huawei procured components to sustain its market position. These included 4G, 5G chipsets and many other components including PMIC, DDI, which were already in shortage. The prospect of Huawei losing share caused other OEMs to increase orders in the expectation they would be able to win Huawei’s share – leading to over-ordering. This situation will continue in Q1 2021.

 

 

Author: Varun Mishra

Published Date: January 2021

Handset & Smartphone Monthly Sell-In vs Sell-Through – November 2020

Overview:

This is the excel report that shows the monthly global sell in vs sell through for handset and smartphone.

November sell in was robust as iPhone 12 series production was full steam ahead. Chinese brands like Xiaomi and Oppo tried to produce as much as they could but were held back by shortages in components like chipsets from MediaTek as well as power managerment and display driver IC's. Sell in during this November could have exceeded last your without these component sonstraints.

Sell through demand improved compared to last month in regions like US and China as the shopping season began.

 

 

Author: Varun Mishra

Published Date: December 2020

Handset & Smartphone Monthly Sell-In vs Sell-Through – October 2020

Overview:

This is the excel report that shows the monthly global sell in vs sell through for handset and smartphone.

Global smartphone sell-through declined (9% YoY) in October as key markets decline. However, the sell-through improved 5% month over month driven by Apple.

Sell-in was robust until September, but shortages across the supply chain were dragging down production and sell-in in October.

This helped contain inventory levels though and it prevented brands like Xiaomi, realme and Oppo overshooting.

 

 

Author: Varun Mishra

Published Date: November 2020

Handset & Smartphone Monthly Sell-In vs Sell-Through – September 2020

Overview:

This is the excel report that shows the monthly global sell in vs sell through for handset and smartphone.

Global smartphone sell-through declined (8% YoY) in Sept after a slight recovery last month driven by a steep decline in the China due to seasonality and the decline of Huawei and Apple.

Competition is eyeing the gap left by Huawei and building up a healthy inventory. Xiaomi reached its highest ever sell-through as well as sell-in during the quarter. OPPO and Vivo have also been aggressive in September. Global handset sell-in in September was 149Mn and recovered stronger than sell-through.

 

Author: Varun Mishra

Published Date: October 2020

Handset & Smartphone Monthly Sell-In vs Sell-Through – August 2020

Overview:

This is the excel report that shows the monthly global sell in vs sell through for handset and smartphone.

Global sell through increased 3% MoM to 136M units. China continues to recover. India and Latin America experienced good growth as demand recovers. Western Europe continues to show a strong recovery. Sales during the month of June and August showed better growth than the same period last year. Smartphone sales are showing resilience.

Global handset sell in was 144M as Chinese brands like Huawei actively shipped smartphones ahead of the sanctions as well as procure key components. Xiaomi and Oppo rushed to fill in any gaps Huawei may leave open.

 

Author: Varun Mishra

Published Date: September 2020

Handset Smartphone Monthly Sell in vs Sell through_July 2020

Overview:

This is the excel report that shows the monthly global sell in vs sell through for handset and smartphone. Sales were better overall in July as demand is recovering in many regions. Huawei has been actively increasing inventory of not just components but finished products. Xiaomi, Oppo are also following suit and increasing inventory. The market is in recovery so some inventory excess may not cause significant problems – depending on the mix of models.

Samsung sell through recovered better than sell in, as its core markets like LATAM, India, Europe continued to recover. Apple Sell through remained stable as iPhone SE 2020 and iPhone 11 continue to do well. Inventory reduced from older models as sell in reduces. Apple is gearing up for new launches later in the year.

 

Author: Varun Mishra

Published Date: September 2020

Handset Smartphone Monthly Sell in vs Sell through_Jun 2020

Overview:

This is the excel report that shows the monthly global sell in vs sell through for handset and smartphone. Sell through was robust as many markets rebounded in June. Global sell through jumped 33% in June compared to May. The jump in sell in was higher as there was anticipation of recovery in many markets. Sell in jumped 53% in June month over month reflecting the optimism.

Samsung recovered further in June with smartphone volumes increasing. A-series (A10s, A51, A01) sales trends continue well. Anti-China sentiment helped Samsung sales in India. Huawei continues to grow its market share in China, but this is not offsetting global reductions. Apple held steady its global market share.

 

Author: Varun Mishra
Published Date: August 2020

Handset Smartphone Monthly Sell-In vs Sell-Through (May 2020)

Overview:

Global handset sell-through jumped 18% compared to last month as US and Europe started recovery and India ended its lock down. However sell-in increased just 13% showing production in regions like India had not fully recovered.

Samsung recovered as US, EU and India markets opened up again. Anti-China sentiment gained momentum in India after the China-India border conflict. We believe Samsung will benefit from this. Apple gained an account of strong demand for iPhone SE 2020 in the US market. Carriers came up with attractive promotional offers for the new Apple device. Meanwhile, more stores opened in the US during the month and more customers are now choosing to order online and pick-up the device at storefronts. China smartphone market is helping Huawei to recover faster, but in the other markets, it is struggling to perform well.

Author: Karn Chauhan
Published Date: July 2020

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