[SMM Analysis] Apple's shipments in China fell 20% in the fourth quarter. What should the traditional 3C lithium battery market focus on in 2019?

SMM2 12: recently, according to the latest IDC report, Apple ranks fourth in smartphone shipments in China, with a market share of 11.5%. Huawei's smartphone shipments rose 23.3 per cent year-on-year and led the market, with 29 per cent Oppo and 18.8 per cent, respectively. Oppo and vivo had a market share of 19.6 per cent and 18.8 per cent, respectively. According to the report, Apple shipments fell 19.9 percent from a year earlier, and IDC pointed out that the reason for this was that Apple failed to stop the decline because of the high unit price of its products and the harsh environment in the domestic smartphone market.

These have been tough years for Apple, which has attracted a lot of attention from the market. Apple has experienced its third consecutive year of year-on-year declines in shipments since 2016. 2017 of the iPhone X, product innovation and pull power, but the average unit price jump, has also extended the user's psychological expectations of the switching cycle. And 2018 new products in addition to conventional performance upgrades, small changes in appearance, there is no greater innovation to support users to continue to change planes at a much higher price. At the same time, the severe domestic macro environment, the impact of domestic brand innovation products, the increasingly harsh vision of consumers are also the reasons for the continuous decline of Apple in the domestic market. On January 30th Apple reported Q4 2018 results that showed revenue of $84.3 billion, down 5 per cent from a year earlier. Net profit was $19.965 billion, down 0.5 per cent from a year earlier. This is the first time Apple has seen a drop in revenue and profits during the Christmas shopping season since the birth of the iPhone. Of this total, sales revenue from the iPhone product line was $51.982 billion, down 15 per cent from a year earlier, while revenue from Greater China was $13.169 billion, down 27 per cent from a year earlier. Cook announced a cut in iPhone prices in some overseas markets and will re-examine iPhone's high pricing strategy.

In the fourth quarter of 2018, the Chinese smartphone market shipped about 103 million units, down 9.7 per cent from a year earlier, according to IDC data. Due to the downward macroeconomic growth rate, the lengthening of the switching cycle of consumers, the diversion of fragmented intelligent terminals and other factors, the overall domestic smartphone market shipments fell by more than 10% in 2018 compared with the same period last year. Wang Xi, senior analyst at IDC China, said: "for the coming 2019, the overall environment of the domestic smartphone market is still not optimistic. However, by taking stock of the gains and losses of sentient beings in the industry in 2018, manufacturers can respond to the challenges of the new year from three aspects: technology accumulation, product operation, and user maintenance, and explore new opportunities from them. "

According to SMM, the new demand for mobile phones in the future mainly exists in three aspects: the fixed demand of consumers; the transformative breakthrough of mobile phone software and hardware technology and the development of communication technology. At present, the domestic mobile phone market is saturated, the demand for replacement is more from the replacement demand. Secondly, there has been no new change in mobile phone software and hardware technology since the touch screen mobile phone began to be widely used. However, the impact of 5G products, which will be put on the market in the second half of the year, is not expected to have a strong impact on mobile phone demand. SMM expects that the traditional 3C lithium battery market will remain stable in 2019 as a whole, and the market concentration will be further improved. Among them, Apple's lower expectations for its own business and falling demand for iPhones in China have affected the overall order volume of its suppliers. Among the domestic mobile phone brands, orders for high-end domestic mobile phones such as Huawei are the main point for battery manufacturers to increase their supply of traditional 3C consumer batteries in the coming year. In 2019, we focused on the emerging consumer lithium battery markets such as small power and household energy storage.

2019 (fourth) Ni-Co-Li-mn Industry chain Summit-Global Lithium Technology Symposium invites cathode materials and lithium battery enterprises to explore the new trends of industrial chain development, interpret industry policy trends, and analyze future price trends! Review 2018 with 90% of the bosses, purchasing and general workers in the industry, look forward to 2019, and imagine 2020!

Meeting details: 2019 (fourth) Ni-Co-Li-mn Industry chain Summit (click on the link to see details)

[2019 Ni-Co-Li-mn Industry chain Summit]

Boutique meeting, New year feast!

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