Shulou(Shulou.com)11/24 Report--

Recently, the 2023 Q1 smartphone market data report from a number of market research institutions shows that the Chinese and global markets remain in the doldrums, and the industry has entered a deep-water period of stock competition with intensified internal volume and transformation and upgrade. the core performance is that head phone manufacturers form a "balance of power" in the Chinese market, with each brand share changing in a small box of 14% and 20%.

Recently, Canalys analyst Toby Zhu said in an interview with the media that at this stage, the share fluctuation in a single quarter is of little reference significance. Mobile phone manufacturers hold a rational attitude towards the market and continue to develop the high-end market while paying attention to channel operation and inventory health. "this trend helps to raise the average price, resulting in more substantial profit performance than low-and medium-level products."

At present, new flagships of head phone manufacturers in 2023 have been unveiled one after another. Among them, the Glory Magic5 series, which was launched and sold in March, has bucked the trend and won 4000 of the domestic market, surpassing brands such as OPPO, vivo, Xiaomi and Samsung, according to Glory official news. Its first-sale week sales in the 5000-yuan stalls are 220% higher than those of the previous generation, among which Pro and Zhizhen version are more popular in the market, on a par with the standard version. The hot sales of this series further drive the overall ASP (average selling price) of the Glory brand to surpass OPPO, vivo and Xiaomi.

When the mobile phone market remains in the doldrums, manufacturers should focus more on the improvement of high-quality market share. Toby Zhu said: middle and low-end gears are more vulnerable to market factors such as inflation than high-end gears. It is the overall trend of mobile phone manufacturers to tap more market demand in the middle and high end.

With Hawkeye snapshots, Qinghai Lake batteries, self-developed RF communication chips and many other innovative experiences, the Magic5 series has won recognition from users in Europe, the Middle East, Latin America and other high-end markets after it was listed overseas, accelerating the promotion of the global strategy represented by the high-end flagship of Glory: in the first quarter, shipments in Glory Europe increased by more than 400% year on year, and sales increased by nearly 300% year on year. Shipments in the Middle East market increased by more than 500% year-on-year, and sales grew by more than 500% year-on-year; Latin American market shipments grew by more than 1000% year-on-year, and sales grew by more than 800% year-on-year; and Malaysian market shipments increased by more than 300% year-on-year, and sales increased by nearly 500%. In addition, the pre-sale volume of Honor Magic5 Pro in Britain, France, Germany and other large countries has all doubled, with Italy and Spain growing by more than 300%.

Toby Zhu believes that according to the overseas performance of the Magic5 series, its brand strength in Europe, consumer and channel awareness is relatively strong, coupled with Glory itself actively promoting mid-and high-end models, so the growth is significant.

Canalys analysts predict that, taking into account the follow-up adjustment of the market, after active adjustments such as channels and product rhythm at the beginning of the year, Glory's high-end market advantages are gradually emerging, and Q2 is expected to have greater opportunities and space to rebound this year.

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