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2017年全球智能手机出货量达15.5亿部

国际知名市场调研公司Counterpoint Research的最新研究数据显示,2017全年全球智能手机出货量同比增长2%,但2017年第四季度出货量同比下跌5%。Top 10厂商占据77%的市场份额,剩下不到1/4的市场份额由600多家厂商争抢。

Counterpoint北美地区研究总监Jeff Fieldhack评论道,“2017年第四季度对多数厂商而言较为艰难,Top 10厂商中有7家出货量同比下跌,这种情况此前从未出现。小米、OPPO和Vivo是Top 10厂商中唯一实现同比增长的三家厂商,这主要归功于它们在海外市场的强劲表现。2017年第四季度,苹果在全球市场的智能手机出货量为7,730万部,同比下跌1%。苹果出货量减少的主要原因是2017年第四季度天数较去年减少一周,且苹果借助新推出的iPhone X、iPhone 8和iPhone 8 Plus将平均售价(ASP)提高100多美元(至796美元)。出货量的减少是苹果采用提高售价以保障营收的策略需要作出的让步。苹果未来面临的挑战是能否继续谱写13亿iPhone销量的神话。”

关于2017年第四季度各地区的表现,研究分析师Shobhit Srivastava评论道,“所有地区中,只有中东、非洲和印度在该季度实现两位数增长。但是中国和欧洲出货量的下降影响了全球智能手机市场,导致第四季度出货量下跌达前所未有的5%。未来,全球智能手机市场的增长将依赖不同地区用户的换机率。更长的换机周期意味着手机厂商需要改变产品组合和市场准入策略,并针对不同地区的文化及消费者特征采用不同的本土化战略,才可能提高用户换机率。”

市场总结

  • 2017全年,全球智能手机出货量同比增长2%,达到15.5亿部。2017年第四季度,全球智能手机出货量为4.15亿部,同比下跌5%。
  • 尽管2017年第四季度中国市场出货量下降,但中国厂商出货量的增长率依然全球最高,这是因为中国厂商激进的海外拓展使其业务迅速在印度、东南亚及欧洲等市场扩张,抵消了国内市场的疲软。
  • 2017年第四季度,智能手机出货量占手机总出货量的80%以上。
  • 2017全年,Top 10厂商的智能手机出货量占市场总出货量的77%。
  • 小米、Vivo、OPPO和华为是出货量增速最快的中国智能手机厂商。三星、苹果和LG全年出货量增速放缓。

 

厂商表现分析

  • 三星2017全年出货量领跑智能手机市场,占据21%的市场份额。但在2017年第四季度,苹果超越三星成为Top1厂商。
  • 由于在印度、中国和西欧的业务下滑,三星出货量下跌11%。但在拉美市场,三星是绝对的地区冠军。三星在地方主义保护严重的巴西和阿根廷拥有庞大的业务,在这些市场领先“亚军”厂商三倍以上。
  • 2017年第四季度,苹果出货量为7,730万部,同比下跌1%。但是,苹果在该季度出货量排名第一。苹果2017全年出货量排名第二,占据14%的市场份额。
  • 尽管2017年第四季度iPhone出货量下跌1%,但苹果的平均售价大幅提高100多美元至796美元。

 

  • 2017上半年,苹果在中国的市场份额下跌,但下半年有所回升。苹果采取的战略是在推广新机型的同时,对旧款iPhone提供折扣,实现旧机型的促销(如为中国市场量身定制的iPhone 6 32GB)。新旧机型的同步热销推高了苹果总体销量的增长。此外,尽管iPhone X和iPhone 8系列售价高昂,二者第四季度销量仍开始上升。
  • 2018年第一季度对苹果而言非常关键,iPhone X能否在中国节假日期间保持热销走势,将影响其整个产品周期的销量表现。苹果是中国市场最受瞩目的品牌之一,市场对新款iPhone X能否为苹果迎来iPhone 6系列之后的另一“超级周期”感到期待。
  • 2017年第四季度,苹果在美国实现有史以来最佳季度表现,iPhone销量达到2,200万部。特别是北美市场今年第四季度“黑五”及圣诞假促销季的推广效果大不如前,苹果仍在北美高端市场成功抢占了三星不少份额。
  • 华为2017全年出货量同比增长10%,主要由于2017上半年在中国市场出货量强劲且在海外市场增势良好。
  • 华为的增长主要是受旗下品牌荣耀的推动,荣耀出货量占华为2017年总出货量的60%以上。荣耀超越小米,成为2017年中国线上渠道排名第一的智能手机品牌。但由于在拉美、中东和非洲市场表现欠佳,华为第四季度全球出货量同比下跌9%。
  • OPPO和Vivo在2017全年出货量排名中分别位列第四和第五,占据8%和7%的市场份额。由于2018年中国市场将愈加饱和,OPPO和Vivo的海外表现将是实现增长的关键因素。
  • 由于在中国和印度市场表现强劲,小米成为2017年出货量增速最为迅猛的品牌,涨幅达56%。小米未对当下成就感到满足,将持续海外拓张,目前其业务覆盖范围已从上个季度的40个国家增加至60多个国家。
  • 小米2017全年智能手机出货量为9,600万部,在全球智能手机市场占据1%的市场份额。小米在2017年第四季度出货量排名中位列第五,智能手机出货量为3,100万部,占据6.9%的市场份额,同比增长83%。
  • 小米超越三星成为印度Top 1品牌,此前三星连续24个季度领跑印度市场。小米凭借丰富的高性价比机型组合和及精准的本土市场战略,超越三星位居第一。
  • 凭借在韩国和北美市场的强劲表现,LG 2017全年智能手机出货量达到5,590万部。2017年第四季度,LG智能手机出货量为1,390万部,占据4%的市场份额。
  • 联想(包括摩托罗拉)在2017全年出货量排名中位列第八,占据3%的市场份额。2017年第四季度,摩托罗拉在拉美等市场强劲增长。凭借Moto C系列智能手机的出色表现,摩托罗拉的出货量较去年同期翻了近一倍。

中兴(包括Nubia)和阿尔卡特在高速增长的市场继续面临激烈的竞争,2017年第四季度市场份额均大幅下降。

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