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微博2018智能手機報告發布 國產品牌vivo逆勢上揚

分類:科技圈 瀏覽數:13 2019-06-28 13:31 科技訊 編輯: 厚學

昨日,微博與知名市場調研公司賽諾聯合發布了《2018年智能手機微報告》,在這次發布的報告中,國產品牌vivo首次超越iPhone。

存量市場 四大品牌馬太效應越發凸顯

盡管整體手機市場處于下行期,但國產Android品牌在微博上占有率持續擴大,尤其是華為、小米、OPPO和vivo四強進一步穩固國產品牌“四大”優勢格局,這四大品牌占據了活躍存量設備63%的份額,高于上一年度的55%,更是遠超其它Android品牌的總和。國內手機市場馬太效應越發凸顯,品牌份額留給中小廠商的市場空間被嚴重搶占。

微博活躍設備品牌份額排榜

與此同時,iPhone份額逐年下滑至29%,雖然下滑趨勢有所放緩,但國產四大廠商總體份額近三年對比iPhone的優勢逐步擴大;再看具體品牌對比,以近三年份額最高的品牌為例,與其的差距也在逐年縮小。

增量市場 國產品牌首次超越iPhone

根據市場調研機構IDC的報告,受宏觀經濟增速下行,消費者換機周期拉長,碎片化智能終端分流等因素影響,2018年全年國內智能機整體市場出貨量同比下滑超10%。但具體到品牌表現來看,市場大環境帶來的出貨量沖擊更多集中在國產中小品牌,而非頭部品牌。

微博數據顯示,今年頭部品牌增量份額的增長同比變快,華為的份額同比增長了5%,vivo增長3%,OPPO增長2%。在所謂的智能手機寒冬中,搶奪了更多蘋果以及其他廠商的新增市場。由于iPhone份額逐年下滑,從去年的25%降至19.8%,占據20%新增份額的vivo達成了國產品牌第一次超越iPhone的里程碑。

微博新增設備品牌份額榜

華為領跑國產品牌留存率 iPhone壓力山大

從各品牌換機留存率來看,得益于優秀的技術帶動力及品牌勢能的持續拉動,華為同比增長11%,以46%的留存率領跑國產品牌。小米本品牌留存率6%的增長僅次于華為,這也是在過去1年小米在行業大環境不好的前提下保持穩定發展的重要原因。

各品牌換機時本品牌留存率

國產手機品牌優勢的提升和份額的增長,開始加速搶奪iPhone在中國的市場份額。雖然iPhone的品牌影響力依舊保持領先,同時iPhone用戶的品牌留存率實現了6%的回暖,但其對國產品牌手機用戶的吸引力卻持續下降。通過Android各品牌換機到iPhone比例發現,除了三星以及退出市場的錘子,iPhone對其它品牌手機用戶的吸引力都在減弱。

Android各品牌換機到iPhone比例

值得一提的是,Android用戶換機流向也印證了華為與iPhone迥異的市場表現。華為同比增長9%,以27.1%的比例超越iPhone成為最吸引Android用戶換機的品牌。

近兩年Android用戶換機流向對比

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