After the smart phone market entered the stage of the white-knife battle, the market share of Xiaomi declined. According to Lu Media, Xiaomi’s excellent online marketing gimmicks have been overplayed. LeTV, 360 and other newly-entered brands have all learned Xiaomi’s “price-performance ratio”, “low profit” and even “zero profit”. The dead master, but the silently in the third- and fourth-tier cities deep-cultivation line Vivo, OPPO found “blue sea.” According to data released by IDC, a global market research organization, Samsung, Apple and Huawei occupied the top 3 in the global smart phone market in the first quarter of this year. OPPO and Vivo replaced Lenovo and Xiaomi respectively, becoming the world‘s fourth and fifth largest smartphone manufacturers, Xiaomi. And Lenovo fell out of the top 5.
The industry said that with manufacturers such as Huawei starting to pay attention to e-commerce, Xiaomi’s previous network mobile phone advantage is no longer, at the same time, in order to maintain their original position, Xiaomi is also caught in the sea tactics, taking the red rice series as an example, it is launched Red rice 3, red rice Note3 and other products, all kinds of products “strike each other.”
In addition to the marketing of Shantou being overplayed, the patent field is not as good as Huawei and other brands. The mainland‘s “Economic Daily” believes that the rapid rise of Xiaomi is the “dongfeng” popularized by smart phones, and the initial test of online marketing is a hero. However, Cheng also Xiao He, defeated Xiao He.
On the other hand, Qualcomm‘s wafers that Xiaomi relies on and as a selling point are always stuck, and have to delay the release of the flagship model repeatedly, leading to missed market opportunities; instead, Huawei relies on the independently developed Hess chip to break the Qualcomm monopoly in the patent field. The achievements have also given Huawei the confidence to go abroad to participate in global competition.
In the first quarter of 2016, global smart phone shipments reached 334.9 million units, up only 0.2% from the 334.3 million units in the same period last year, the smallest increase in recent years. Among all smart phone manufacturers, Samsung still ranked first, with shipments of 81.9 million units, but Samsung’s market share in the first quarter of this year fell by 0.1 percentage points, from 24.6% in the same period last year to 24.5%; The rate was also reduced by 3 percentage points year-on-year, from 18.3% in the same period last year to 15.3%.