November China Mobile Market Analysis Report

In November 2013, the number of manufacturers participating in the competition in the Chinese mobile phone market reached 120, which increased by two more than last month. Competition in the mobile phone market reached a peak at the end of the year. However, from the perspective of mobile phone brands' attention, this month's changes are relatively small. The top fifteen brands most concerned about are only four brands, and only one of the top ten brands has changed. The brand pattern is stable. Regarding the product structure, Apple and Samsung mobile phones firmly control the top three positions.

Report Highlights • Brand Concern: Samsung’s 20% attention, Apple’s 10%. Compared with October, the three brands ranked higher and one brand ranked lower.

• The product concerned about the pattern: Apple iPhone 5S still the most user interest, the number of domestic models on the list declined again.

• Product features: The following models have accumulated a 3.9% reduction in the attention rate for models under 2,000 yuan, and the 3G mobile phone has slightly increased its attention rate by 0.6%.

• Product features: Super-large-screen mobile phones with a 5.0-inch or higher focus rose by 3.2%, and models with 12 million-plus pixels showed a slight increase of 0.5%.

• Case study: The Samsung brand's attention has shown a slight wave momentum, and Samsung's 4001-5000 yuan price segment has the most attention.

First, the brand attention to the pattern • Samsung exclusive attention to two percent, Apple Super 10% in the mobile phone market in November, Samsung with a proportion of attention to 21.4% is still the most favored brand of the user. Followed by Apple, it gained 12.2% of the attention ratio. Nokia and Lenovo were ranked third and fourth respectively, but Nokia led Lenovo with a slight advantage, only leading 0.1%. Huawei scored 5.5% of the attention ratio, ranking fifth. HTC, Sony Mobile, LG, Cool four brand awareness is distributed between 4%-5%, the gap is small. The other brands on the list are all below 4%.

• Compared with October, the rankings of three brands rose, and the ranking of a brand dropped. In November, the mobile phone market brand awareness changed little. Only four brands in the top fifteen brands ranked in a volatile position, among which LG, vivo, and Motorola rose. LG ranks the largest increase from the 13th of last month to the 8th, ranking among the top 10. Xiaomi’s ranking dropped to 15th.

Second, the product focus on the pattern (a) product models concerned • Apple iPhone 5S is still the most concerned by the user from the product attention point of view, this month Apple iPhone 5S (16GB) received 4.1% of the attention ratio, is still the most concerned about the user model However, compared with the previous month, its attention dropped slightly by 0.4%. Samsung GALAXY Note 3 (N9006/single card/16GB) and Samsung GALAXY S4 (I9500/16GB/single card version) ranked second and third with 3.1% and 2.6% respectively.

Overall, the Apple and Samsung models firmly control the position of the top three products in the list. At the same time, from the perspective of the entire list, Apple’s list of models reached four models, ahead of Samsung’s three models, and Apple's four finalist models are ranked in the top ten.

• In the fifteen models with domestic models falling again, the number of domestic brands declined again compared to last month. There are only three models in this month, Meizu MX3 (without NFC/16GB/Common) ) Still ranked fourth. The other two models are the soon-to-be-listed OPPO N1 (16GB/mobile version) and vivo X3 (mobile version).

(II) Product Structure in Different Price Segments • The cumulative degree of attention of models below RMB 2000 is reduced by 3.9%

From the perspective of different price segment models, this month, the price of 1000 yuan, 1000-2000 yuan, 2001-3000 yuan price models are more than two percent, of which the price of 1000-2000 yuan price models slightly High, 23.9%. It is worth noting that the price of the 3001-4000 yuan price segment in this month has risen by 6.5 percentage points from the previous month.

(III) Structure of different types of products • Attention on 3G mobile phones rose slightly by 0.6%. For the first time, ultra-intelligent machines and 3G mobile phones have become the first choice for most users to purchase and change machines. From the perspective of users' attention, smartphones received 97.5% of the attention rate this month, a slight decrease from the previous month of 0.6%. This is the first time that smartphones have not risen and fell. The 3G mobile phone's attention this month reached 97.7%, a slight increase of 0.6%. For the first time, it surpassed smartphones and became the most popular type of mobile phone. Domestic mobile phone attention dropped nearly 3% this month.

(D) Product Structure with Different Screen Sizes • Super Large Screen Phone with 5.0 inches or More Concerns Increased by 3.2%

The heat of large screen mobile phones continues to rise. ZDC statistics show that the 4.6-5.0-inch large-screen mobile phone received 32.8% of the attention this month, which is the mainstream of user attention, but compared with the previous month, it dropped slightly by 0.2%. The 3.6-4.0 inch and 4.1-4.5 inch models also showed a slight decline from the previous month. Only 5.0 inches above the size of the large screen mobile phone continues to show a rising trend, reaching 23.8% this month, up 3.2%.

(V) Cell phone camera structure • Double camera model attention continues to increase slightly ZDC statistics show that the number of models equipped with dual cameras in the mobile phone market exceeded 900 models in November, gaining 87.9% of attention, slightly more than the previous month. It rose 0.6%, showing a sustained upward trend. Single camera and non-camera models continue to decline.

• 12 million and above pixel models increased slightly by 0.5%

From the perspective of the rear-mounted main camera pixels, the number of models with 12 million or more pixels of rear cameras installed this month has totaled more than 150 models, which has achieved a total attention ratio of 27.8%, a slight increase of 0.5% from the previous month. The 8 million/8.1 million and 5 million pixel models all declined slightly from last month. As a whole, the model with 8 million/8.1 million rear-facing cameras is still the mainstream of attention for users, and the degree of attention is more than 40%, close to 50%.

(6) Product structure with different resolutions • The degree of attention of models with 1920×1080 resolution approached 30% in November. On the mobile phone market, the attention of models with 1024/1280×768 resolution was still the most concentrated and achieved 37.3% of the attention. The proportion, but compared with the previous month, dropped by 2.1 percentage points. The attention of other lower resolution models has also declined. The most noticeable increase was in models with 1920×1080 resolution. The degree of attention this month reached 29.4%, approaching 30%, a sharp increase of 3.3% from the previous month.

Third, case analysis:

(A) Samsung brand concerned about the proportion of trends • Samsung brand awareness showed a small wave of dynamic trends ZDC monitoring data show that from January to November 2013 in the Chinese mobile phone market, Samsung brand attention despite minor fluctuations, but it has remained at 20% or more, and With a clear advantage, it is the top spot. As a whole, the fluctuation of Samsung's brand awareness has a clear relationship with the time of new product launch and the time of launch of new competitors. ZDC expects that with the advent of replacement climax at the end of the year, Samsung's attention may usher in a new round of upward trend.

(II) Analysis of Samsung's product structure • Samsung's 4001-5000 yuan price segment has the most concentrated attention in the model. ZDC statistics show that in the 11 Chinese mobile phone market, Samsung has sold 107 models in different models with different versions and capacities. Different models are the only brands with more than 100 models, and Samsung still pursues tactics of the sea.

From the perspective of price structure, the products with a product ratio of over 1000 yuan, a price of 1,000 yuan or less, a price of 1,000 yuan to 2000 yuan, and a price of 2001-3000 yuan are relatively low, and both are below 20%. The price segment models with a product ratio of only 13.1% of the 4001-5000 yuan received 29.6% of the attention, and became Samsung's single product with the highest attention rate. ZDC believes this is due to Samsung’s new Samsung GALAXY Note 3 (N9006/single card/16GB).

ZDC concludes:

In November, the Chinese mobile phone market was relatively calm, which also heralded the upcoming December. As the ending month, it will be even more unsteady. Although there is no dazzling new product at the end of the year, the battle for marketing between the major mobile phone manufacturers will intensify.