April domestic 3G mobile phone market report

In April, 3G models sold on the Chinese 3G mobile phone market were nearly 1,200 models, an increase of 100 over the previous month. From the perspective of brand attention, Samsung's leading edge further expanded. The competition of the second camp brand has intensified, and there is a small difference in attention. From the network mode, the TD-SCDMA standard has exceeded the CDMA2000 standard for the first time.

Report Highlights • Brand Focus: Samsung leads, Apple, Nokia, and Lenovo are three pillars. Compared with March, the rankings of the seven brands have changed.

• Product focus: Apple’s two products rank among the top three, Samsung’s flagship new product has won the second place, and WCDMA standard models account for all seats.

• Concern of product features: The price of models in the price segment of 1001-2000 yuan rose slightly by 0.3%, and that of single-card dual-mode models was close to 60%. The TD-SCDMA standard was the first to exceed the CDMA2000 format.

• Concern about product features: The attention degree of dual camera models increased by 1% from the previous month, and the attention of models with 10 million pixels or more continues to rise. The accumulative attention of models with 4.6 inches or more exceeds 30%.

• Case study: The cool brand's attention dropped first and then increased. The cool CDMA2000 model's attention was nearly 40%.

First, the brand attention pattern

• Samsung leads, Apple, Nokia, and Lenovo are on the all-or-nothing list. In the April 3G mobile phone market, Samsung took the top spot with a 22.5% interest rate and far ahead of other brands. Apple, Nokia, Lenovo attention to the proportion of distribution between 7% -9%, showing a three-footed momentum. HTC and Xiaomi Huawei are concerned about the ratio of 5% to 7%, and the competition is equally fierce. The percentage of other brands on the list is below 5%.

• Changes in the rankings of nine brands Compared with March, the rankings of the nine brands that have attracted the most attention this month have changed, with Lenovo, Xiaomi, ZTE, and Coupe ranking higher than the previous month. Among the top three brands, Samsung’s attention increased by 0.3% from the previous month. Apple and Nokia slid 0.2% and 0.7% respectively.

Second, product attention to the pattern

(I) Product Focused Models • Apple's two products rank among the top three players in the 3G mobile phone market in April. The Apple iPhone 5 (16GB) still holds the championship with a 3.5% focus, and the Apple iPhone 4S (16GB) has a 2.7% focus. In third place. Overall, this month, Apple has a total of three products on the list, of which two are among the top three.

• Samsung’s flagship new product was runner-up to Apple, Samsung’s flagship new Samsung GALAXY S4 (I9500/16GB), which was launched in March, ranked second among the top three. At the same time, Samsung has three products ranked fifth, eighth and twelfth respectively, a total of four products on the list, ranking first in all brands.

• WCDMA standard models account for all seats From the point of view of parameter characteristics, the fifteen models on the list are smart 3G models, and the screen sizes of the eight products are 4.5 inches and above. In terms of network mode, all fifteen products are models that support Unicom's WCDMA standard.

(III) Product Structure of Different Network Types • The degree of attention of single-card dual-mode models is close to 60% From the point of view of network types, the products most concerned by users in the 3G mobile phone market in April are single-card dual-model models, achieving 58.0% The proportion of attention has increased by 2.5 percentage points from the previous month. The double-card dual-mode model followed the second highest, which was 23.5%, which also rose slightly from the previous month. The single-card multi-mode model's attention has dropped significantly, breaking the 10%.

(IV) Product Structure of Different Network Models • TD-SCDMA Standard Attention of Models The first CDMA2000 standard ZDC statistical data shows that on the 3G mobile phone market in April, China Unicom’s WCDMA standard models received 76.8% of the attention ratio, far ahead of the other two. Large-format model attention. However, it is worth noting that this month's mobile TD-SCDMA standard model's attention rate reached 11.6%, despite a drop of 0.6 percentage points from last month, but it surpassed CDMA2000 as the second largest standard.

(5) Structure of different camera products • The degree of attention of dual camera models increased by 1% over the previous month

Judging from the camera structure, the 3G model with double cameras this month has increased by one percentage point from the previous month to reach 85.1%, becoming the absolute mainstream of users' attention. Single-camera models continue to show reduced concern.

(VI) Structure of different pixel products • Concerns about 10 million pixel models and above continue to rise April in the 3G mobile phone market, 8 million/8.1 million pixel models are still the mainstream of users' attention, occupying 54.4% of the attention ratio, but A slight decline of 1 percentage point last month. The attention of models with 10 million pixels or more continues to rise, reaching 14.2%, a sharp increase of 3.1% from the previous month.

(7) Product Structure with Different Screen Sizes • The cumulative attention rate of over 4.6-inch model models exceeds 30%. According to ZDC statistics, on the 3G mobile phone market in April, the user with the 4.1-4.5-inch screen size has the highest degree of attention, which is 30.9%, but Compared with the previous month, it fell by 1.5 percentage points. The 4.6-5.0-inch model continued to rise, reaching 26.5% this month, up 3.6%. Large-screen mobile phones with a size of 5.0 inches or more are approaching 10% this month, up 1.6 percentage points.

Case Study - Cool

(I) Cool brand awareness trends in January-April 2013 • Cool brand awareness dropped first and then rose ZDC monitoring data showed that in the January-April 2013 3G mobile phone market, the degree of concern of Cool has dropped first and then increased, 2 The monthly rate fell to 3.0%, down 0.4% from January. In March and April, the trend continued to rise, with the proportion of attention reaching 3.9% in April, an increase of 0.3% from March. Overall, the cool brand awareness trend is relatively stable, with little ups and downs.

(B) Cool 3G mobile phone product structure analysis • Cool CDMA2000 standard attention to nearly 40% of model data ZDC statistics show that the current 3G mobile phone market, the number of cool products sold in 64 models, including CDMA2000 and TD-SCDMA network standard machine The number of models is quite the same, all 23 models. The number of WCDMA models sold is 18 models. From the user's concern, Coolpad's CDMA2000 standard models are the most concerned, obtaining 39.1% of the attention ratio, close to 40%. The TD-SCDMA standard is more than 30%.