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

Thanks to CTOnews.com netizens for the delivery of clues about the past. CTOnews.com, October 27 (Xinhua)-- according to Canalys official account, Canalys today released global smartphone sales figures for the third quarter of 2023, which showed that the global smartphone market fell by 1% in the current quarter.

CTOnews.com found that Canalys believes that the improvement in inventory conditions in the second quarter and the launch of new products in the third quarter partly alleviated the market downturn, with shipments of 2.934 billion units.

Samsung topped the sales list in the third quarter, and Canalys believes that thanks to earlier iterations of new folding screen products, it shipped 57.4 million units and a market share of 20%, with the exception of Samsung:

Driven by demand for new iPhone 15 products, Apple followed with shipments of 50 million units, with a market share of 17%.

Xiaomi ranked third because of its strong performance in emerging markets, with shipments of 41.5 million units, an annual growth of 2 per cent.

OPPO (including one plus) ranked fourth with 26.4 million shipments and a market share of 9 per cent.

Audio (including Tecno, Infinix and iTel) continued to maintain its fifth position, continuing the strong momentum of the previous quarter, with shipments of 26 million units, successfully defending its position in the top five.

Sanyam Chaurasia, senior analyst at ▲ Touyuan Canalys official account Canalys, said that as the holiday season approaches, the demand for new products in emerging markets is growing, driving the development of brands and channels. Xiaomi and Chuansheng maintained their strong performance in the previous quarter, making it the only two of the top five manufacturers to achieve growth.

Xiaomi successfully returned inventories to normal levels in the first half of 2023 and actively launched a cost-effective entry-level model of the red rice digital series in emerging markets, enabling it to regain its growth momentum in the third quarter.

At the same time, shipments in its core African markets have risen and helped it achieve an astonishing 40 per cent year-on-year growth. Despite currency fluctuations and import restrictions in these markets, there is still demand for new upgrades and consumers are gradually adapting to a high inflation environment.

In the Middle East market, transmissions have captured the growing low-end demand in some low-cost markets through strong local teams. In the Latin American market, active channel construction and new product launches have also helped spread the word further in the region.

Canalys research analyst Zhong Xiaolei (Lucas Zhong) believes that manufacturers are looking for opportunities to consolidate their position in the high-end market. Brands are working to enhance the competitiveness of high-end product lines, focusing on improving product hardware design and software UI.

Under this trend, we believe that the competitive intensity of the global folding screen market will continue to escalate. Samsung released the Galaxy Z Flip and Fold 5 series two weeks earlier than usual, giving a boost to revenue and market performance in the third quarter.

However, as the market supply of folding screen models continues to diversify, this trend will also challenge Samsung's current dominance in this market segment. OPPO has strategically launched Find N3 and OnePlus Open models in different regions, demonstrating the ambition of Chinese manufacturers to enter the global folding screen market.

In addition, the excessive differentiation between the iPhone 14 series also poses a demand challenge for Apple to reduce the gap by devolving the USB-C and Mobile Island to standard models in the iPhone 15 series, thereby stimulating demand to consolidate its position at the top end of the market.

▲ Touyuan Canalys official account Zhong Xiaolei added that Android manufacturers are working hard to build an ecosystem to compete with iOS. Consumers are more and more willing to switch camps for a better ecological experience, which makes major brands begin to develop their own operating systems and enhance their brand image by demonstrating their R & D capabilities.

For example, Huawei Mate 60 series provides a perfect ecological experience through self-developed SoC and Hongmeng operating system. Xiaomi's surging OS has also improved the interconnection experience between multiple devices and has become the focus of the near future. The self-developed system is expected to open a number of revenue growth curves for manufacturers other than smartphones, such as IoT and new energy vehicles.

However, the key to the success of the self-research system still depends on whether it can provide consumers with a unique and attractive experience. Therefore, manufacturers still need to continue to invest in the collaborative research and development of software and hardware, and focus on interconnection features to create competitive advantage, so as to defend their own user retention and profit level under the changes of the future market.

As a result, Canalys expects the global smartphone market to grow moderately in a cautious manner in 2024. Manufacturers are expected to have relatively healthy inventory levels by the end of 2023, with plenty of room to rebuild inventories in preparation for a potential recovery in demand.

However, differences in regional performance will occur due to risk factors such as regional conflicts and geography. Therefore, manufacturers need to maintain flexibility in their development strategies in order to seize growth opportunities in specific regions.

In addition, manufacturers also need to closely monitor the terminal demand in different regions to strategically optimize the allocation of resources and avoid demand fluctuations. At present, the medium-and long-term market growth still suffers from bottlenecks due to factors such as the extension of the replacement cycle in major markets, while in the competition in the stock market, manufacturers must continue to build capacity and focus on profit and product line optimization.

▲ image source Canalys official account reference

Regional market demand rebounded, with the global smartphone market falling by only 1% in the third quarter of 2023.

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