The mobile phone market is surging. With the advent of the Internet smart era, mobile phones, as the most common smart networking device, have become a urgent need for modern people. In the mobile phone market, selling more is of course worthy of praise, and earning more is also

mobile phone market is surging. With the advent of the Internet smart era, mobile phones, as the most common smart networking device, have become a urgent need for modern people. In the mobile phone market, selling more is of course worthy of praise, and earning more is also a science. As we all know, the mid-to-high-end market is where profit is. To further improve the profit level, we still need to work hard on "quality-price ratio". Only by improving the quality-price ratio of products from multiple aspects can we improve the quality-price ratio of products.

Today, the editor will take stock of , the six largest mobile phone brands in China's mobile phone market, to see if you have your mobile phone.

NO.1 Apple

Profit margin: 20%

Apple, in 2021, shipments in the Chinese market in 2021, accounting for 15.3% of the total share, with a retail sales of 329 billion yuan, the average retail price of is 6,541 yuan , and the profit margin is 20% , and the total profit is 65.8 billion yuan.

According to statistics, in the Chinese market in 2021, two-thirds of the money of were taken away by Apple.

In particular, in the fourth quarter of 2021, Apple regained the global smartphone market championship . Data shows that since the fourth quarter of 2015, iPhone has gained the highest market share ever for the first time, with as high as 23% .

mainly causes this situation.

The first is that as a high-end brand, Apple has huge brand value for , and consumers are willing to buy at a premium. When it comes to the market where the iPhone is located, many consumers do not care about cost-effectiveness, and buying it for the sake of the iPhone brand has become a fashion.

The second is that Apple's pricing is very dark . The cost of mobile phones may be less than half of , which is related to Apple's suppression of supply chain profits and pricing strategies.

The third is that Apple's marketing is very powerful . It can be said that Apple can achieve its glory today, and Cook can be said to be an indelible contribution. Jobs once said in person, "Cook is not a product-making person", but "Cook's advantage lies in operation." To put it bluntly, Cook is a marketing expert . When he was still the vice president of Combat Computer Company , Apple had already lost 1 billion yuan year by year and was on the verge of bankruptcy. After Cook joined, transformed Apple from a loss of 1 billion to a profit of 300 million in the first year.

However, Apple can't sell in China this year, from "Android falls and apples get full" in the first half of the year to "Apple falls and Android strike back" in the second half of the year

This is mainly due to the mistake of iPhone 14. iPhone 14 Plus is a "toothpaste-squeezing" upgrade of , mainly because of the enlargement of the screen, and is still equipped with the previous generation of Apple A15 bionic chip, with a refresh rate of only 60Hz, and there is no popular Lingdong Island function on the front.

In fact, before it was released, the iPhone 14 Plus was named , the "most unvaluable mobile phone of the year". According to reports, Zhengzhou Foxconn has removed some of the iPhone 14 production line in .

NO.2 Huawei

Profit margin: 10%

Huawei, shipments in the Chinese market in 2021 were 29.41 million units, accounted for 8.9% of the total share of , with a retail sales of 118 billion, the average retail price of is 4,014 yuan , and the profit margin is 10% , and the total profit is 11.8 billion.

No surprise, Huawei ranked last among several major brands with 29.41 million units shipped. This is related to the reality that Huawei was sanctioned by , which undoubtedly affected mobile phone sales, but its profit share still ranks second, reaching 10%. It has to be said that Huawei's appeal and brand value strength in the high-end market are still strong.

At present, folding mobile phone has become the cutting-edge technology of the current Android mobile phone camp, and Huawei has made another effort in the leading folding mobile phone market for Android mobile phones. It is reported that the scale of folding screen products in the Chinese market in 2021 is about 1.5 million units. In terms of manufacturer share, Huawei's share is as high as 49.3% , followed by Samsung , Xiaomi , OPPO, Lenovo and others.

At the same time, in terms of 5G, Huawei is still ranked as the throne of domestic 5G mobile phone brands .Previously, the report on the market share of 5G mobile phones in major brands in the second quarter of 2022 released by Daily Interactive Big Data showed that the market share of Huawei 5G mobile phones reached 20.8%, ranking first in , followed by Apple, vivo, and OPPO. Huawei's user loyalty is enviable.

Huawei has such great appeal, which is inseparable from its R&D investment. In 2021, Huawei invested R&D expenses to reach 142.67 billion , and the proportion of R&D investment in total revenue was 22.4% , the highest in the past decade. In addition to the high R&D investment, Huawei's R&D team is also quite large. In 2021, there were about 107,000 people engaged in research and development, and about accounted for 54.8% of the company's total number of . Such a proportion of R&D talents may be difficult to find in any company around the world.

As of the end of 2021, Huawei has held more than 110,000 valid authorized patents worldwide, and more than 90% of the patents are invention patents . Huawei ranked first in the number of patent authorizations in the 2021 of the National Intellectual Property Office of China and the European Patent Office, and ranked fifth in the 2021 of the US Patent and Trademark Office.

NO.3 VIVO

Profit margin: 5%

VIVO In 2021, the shipment volume of in the Chinese market was 71 million units, accounting for 21.5% of the total share, with a retail sales of 143.3 billion yuan, the average retail price of is 2019 yuan , the profit margin of is 5% , and the total profit is 7.2 billion yuan.

can be seen that , vivo has the first domestic market share in in 2021. In fact, ViVo is one of the first brands to launch 5G devices on the market, launching NEX 3 5G and iQOO Pro 5G in August and September 2019 respectively. ViVo has grown its 5G business rapidly, accounting for more than 76% of its sales by February 2021, compared with just 0.5% in August 2019.

Some people say that vivo may become the next high-end leader . Data shows that the flagship high-end market with a price of US$600 (about RMB 4,100) has seen a slight increase compared with last year. Compared with the Q2 quarter of 2021, OPPO, Xiaomi and Huawei all declined, while Apple, Honor and vivo showed an increase, among which vivo's increase reached a maximum of 91%.

It is worth mentioning that driven by products such as vivo X80, vivo has increased 504% in the high-end price range year-on-year. vivo X80, S15 and iQOO 9 account for 29%, 20% and 9% of the total sales of this segment, respectively.

As the industry is generally facing challenges, it is not easy for vivo to maintain the lead in the Chinese market with its consistent high-end strategy. This is due to the successful igniting of the high-end consumer market of China's vivo X80 series with outstanding imaging and performance advantages. The support of Zeiss optical lens, dual-cell 80W flash charging, 2K E5 LTPO screen , and the eye-catching aesthetic ID design of the square and round have made the vivo X80 series recognized by many consumers.

's clear product line planning, powerful technology upgrades, and drastic reforms are the key to vivo's stability.

NO.4 OPPO

Profit margin: 5%

OPPO's shipments in the Chinese market in 2021 were 67.1 million units, accounting for 20.4% of the total share, with a retail sales of 138.2 billion yuan, an average retail price of is 2,060 yuan , and a profit of is 5% , and a total profit of 6.9 billion yuan.

It is reported that OPPO firmly ranks first in the market share of lock-free mobile phones in Japan, and even the Japanese local brand Sharp is slightly inferior. Recently, the market share of Japan's lock-free smartphones was released in 2021. OPPO ranked first in with a share of 25.5%, surpassing Sharp.

In addition, OPPO has been exploring the field of pan-reality for 3 years. integrates OPPO's leading technologies such as Spark micro-optical machines and diffraction optical waveguides, which are independently designed by OPPO. It can not only provide streamlined and complete information display, but also allow users to operate and use them naturally and instinctively. It is an auxiliary reality tool that can be used in daily life.

OPPO is currently in a period of integration and adjustment of , including brand and product . After OnePlus returned, unlike before, the launch of mid- and low-end products has changed the brand tone of OnePlus; the design styles of the Find series and Reno series are very bold, and it may take time to become the leader of the same level of products.

NO.5 Honor

Profit margin: 5%

Honor shipments in the Chinese market in 2021 were 38.6 million units, accounting for 11.7% of the total share, with a retail sales of 85.5 billion, the average retail price of is 2,214 yuan , and the profit margin is 5% , and the total profit is 4.3 billion. Since its independent operation, it took less than a year and a half since

Honor, and its domestic market share in has increased from 3% at its lowest point to 17%, and its global market share in 2021 is the eighth.

Why can Honor have such a fast growth rate and exceed its previous market share?

On the one hand, inherits consumers' awareness of Huawei's brand . On the other hand, 's clear product division and technical accumulation also helped Honor go against the current. For example, the Honor Digital Series focuses on youthful and fashionable, the Magic Series strives for high-end, and the folding screen products are also remarkable, and it is not difficult to understand that outstanding performance.

Honor’s strategy is actually very simple: first, to achieve no shortcomings in products and business lines, , then seize one of the long boards and deeply cultivate vertically, and through the advantages of this long board, open up the situation in the market segments, occupy a place, and then comprehensively expand the results.

NO.6 Xiaomi

Profit margin: 1%

Xiaomi's shipments in the Chinese market in 2021 were 51.1 million units, accounting for 15.5% of the total share, with a retail sales of 100.7 billion yuan, an average retail price of 1,971 yuan, a profit margin of 1%, and a total profit of 1 billion yuan.

Why is Xiaomi’s profit margin so low, only 1%?

still causes the above situations.

First is Xiaomi's high-end route is indeed not successful in 2021 , Xiaomi 11 ultra Although the market calls are very high, in the end is still price-cut processing .

The second is that Xiaomi's pricing strategy is truly conscientious . As a domestic brand, the cost-effectiveness of Xiaomi brand is very high, but the high cost-effectiveness also brings the problem of insufficient profits. Xiaomi transfers benefits to consumers , which can be called a conscientious enterprise.

You may not know that among the many Chinese mobile phone brands, Xiaomi is the smallest domestic mobile phone brand in the domestic market. Its mobile phone shipments in the domestic market account for only about 30% of its shipments , and overseas shipments account for more than 70% of , becoming the most international brand of among Chinese mobile phone brands. In 2021, its overseas shipments reached 139 million units, which also set a record high for overseas sales of Chinese mobile phones .

It is particularly worth noting that Xiaomi should also be the Chinese mobile phone brand , which has been established for the shortest time among the domestic mobile phones of . It released its first mobile phone at the end of 2011 and entered the Indian market in July 2014. It then ranked fifth in the Indian smartphone market in Q4 2014.

Since then, the development of Xiaomi mobile in the overseas market has become uncontrollable. has entered many emerging markets such as Brazil and Central Asia. With the success of Xiaomi mobile phones in the overseas market, other Chinese mobile phone brands have also begun to increase their efforts to enter the overseas market. It can be said that Xiaomi has effectively driven Chinese mobile phones to rush into the international market .

Unfortunately, Xiaomi mobile phones performed well in the overseas market, but their performance in the domestic market was not satisfactory.