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类型IDC:IDC中国智能手机行业市场简报:科技投资者沙龙(31页).pdf

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    1、Jan. 2022IDCIDC中国智能手机市场简报科技投资者沙龙2 IDC |整体市场概况国内市场竞争-高端市场海外市场竞争-高端市场折叠屏rQoQoMqOnRuMtRoNvMzRvMbRaOaQpNrRsQtRkPpPmNkPqRnR8OmMzQuOmPqPwMnMmR3 IDC |9174628078707369708125771713911-3.6%-15.6%-20.3%-10.3%-14.3%0.3%29.6%-10.3%-4.7%AndroidiOSYoY Growth RateApple连续高速增长,带动大盘降幅略有收窄,安卓平均单价开始下滑China Smartphone Sh

    2、ipments ( Unit: Million )China Smartphone ASP Trend (CNY)2,086 2,347 2,358 2,706 2,470 2,337 2,649 2,548 2,450 6,176 6,437 6,266 6,019 5,544 7,150 7,093 6,720 7,342 2,420 2,935 2,654 2,981 2,724 3,267 3,327 3,048 3,086 1,500 2,500 3,500 4,500 5,500 6,500 7,50019Q3 19Q4 20Q1 20Q2 20Q3 20Q4 21Q1 21Q2

    3、21Q3AndroidiOSTotalYoY2019Q32019Q42020Q12021Q32020Q32020Q42021Q12021Q22021Q3Android-4.3%-18.2%-20.9%-11.9%-14.4%-5.5%18.8%-13.8%-9.6%iOS5.6%4.8%-12.2%11.6%-13.1%34.7%160.7%29.2%49.7%安卓阵营OPPO,Xiaomi,Huawei,OnePlus拉动平均单价环比下滑。iPhone 13系列Pro、Max版本占比相比去年同期更高,“低价策略”也促进了更高版本市场表现。4 IDC |线上渠道天花板难以突破,安卓市场高端产品

    4、促销季大幅降价拉高线上平均单价38.7%33.5%32.7%31.0%29.5%33.0%30.9%61.3%66.5%67.3%69.0%70.5%67.0%69.1%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3China Overall smartphone channel trend,20Q3 21Q32,393 2,688 2,478 2,262 2,609 2,648 2,362 2,338 2,714 2,463 2,368 2,664 2,504 2,486 2,000 2,100 2,200 2,300 2,400 2,500 2,600

    5、 2,700 2,8002020Q12020Q22020Q32020Q42021Q12021Q22021Q3OnlineOfflineChina Overall smartphone market ASP trend (CNY)2,939 3,117 2,792 3,345 3,523 3,311 3,118 2,475 2,913 2,689 3,233 3,245 2,919 3,072 2,000 2,200 2,400 2,600 2,800 3,000 3,200 3,400 3,6002020Q12020Q22020Q32020Q42021Q12021Q22021Q3China A

    6、ndroid smartphone market ASP trend (CNY)5 IDC |5.5, (-35.6%) 44.9, (-26.6%) 65.9, (13.4%) 30.3, (-16.9%) 29.4, (28.9%) 16, (2.1%) 19.1, (-22.2%) 19.5, (149.6%) 15.3, (277%) $100 $100200 $200$300 $300$400 $400$500 $500$600 $600$800 $800$1000 $1000+China Smartphone Shipments by price band,2021 vs. 202

    7、0 (Q1-Q3)今年前三季度,国内市场累计增长2.8%,依靠超高端市场拉动市场增长1.5, (-62.2%) 13.9, (-5.2%) 24.7, (-13.1%) 12.8, (-12.9%) 7.2, (45.6%) 4.1, (-17.3%) 4.6, (-49.2%) 7.2, (180.8%) 4.8, (219.1%) $100 $100200 $200$300 $300$400 $400$500 $500$600 $600$800 $800可支配收入中位数增速6 IDC |11.5%7.5%12.8%9.5%8.2%40.0%62.4%60.2%68.8%56.4%27.9%

    8、17.7%9.4%4.2%15.2%0.3%0.1%0.1%0.1%1.9%1.7%1.1%0.9%0.4%2.1%1.4%1.2%0.2%0.7%1.8%13.9%8.8%16.0%15.8%7.6%1.8%0.6%0.1%0.5%5.9%2020Q32020Q42021Q12021Q22021Q3$1000+$800$1000$600$800$500$600$400$500$300$400$200$300$100200$800市场连续稳定在15%比例China Smartphone Market By Price Band (USD, exclude VAT)1.4%7.9%5.7%7.5

    9、%5.6%37.4%26.8%27.1%32.7%35.1%29.5%21.8%12.4%14.5%20.1%8.7%5.5%17.8%15.9%10.9%9.1%4.6%10.2%7.6%6.1%8.2%6.4%7.6%6.2%5.1%3.9%13.7%9.4%9.4%9.8%13.3%9.8%6.1%7.4%2020Q32020Q42021Q12021Q22021Q34.7%2.3%2.8%2.0%1.9%17.3%24.5%17.5%20.2%17.3%33.5%24.0%23.3%26.8%30.5%17.4%15.2%9.7%11.5%15.9%5.8%4.2%14.2%12.7%8

    10、.9%5.9%3.5%8.0%6.2%5.1%10.6%7.2%9.4%8.2%5.6%3.0%9.7%7.4%7.6%8.9%9.4%7.7%4.9%5.9%2020Q32020Q42021Q12021Q22021Q3Overall5G4G7 IDC |国内市场走向梳理:2022下滑,增长需看到2023年之后279 277 283 287 288 46 46 47 47 47 0%-1%2%1%0%20212022202320242025AndroidiOSTotal YoYChina Smartphone Shipments Forecast 2021-2025 ( Unit: Milli

    11、on )73 69 70 67 67 70 71 69 13 9 11 13 10 10 11 15 29.6%-10.3%-4.7%-8.4%-11.0%2.2%1.9%5.5%2021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q4AndroidiOSTotal YoYChina Smartphone Shipments Forecast 21Q1-22Q4( Unit: Million )需求收缩、供给冲击、预期转弱 2021年第三季度降幅在预期之内,但随着第四季度及1月各家砍单,短期市场预期进一步下调华为的一系列动作预计将在直到2022年上半年的

    12、时间内,持续延长大量存量用户换机周期2022年基于换机周期继续延长,二手市场继续冲击,技术与新品牌带动力不足等原因,乐观估计微降1%。2023年起,基于多品牌被市场接受与国产替代进度乐观预计会出现相对大幅的一波换机,带动增长。8 IDC |整体市场概况国内市场竞争-高端市场海外市场竞争-高端市场折叠屏9 IDC |Huawei0%-17%-12%-33%-41%-38%-24%-12%-44%1%-46%-62%-1%-30%Honor0%1%-5%2%12%23%20%4%21%12%0%4%1%1%OPPO0%-2%11%4%3%0%10%-11%10%5%2%-6%1%-1%vivo0%

    13、2%0%18%5%3%-11%38%19%8%10%2%0%0%Xiaomi-12%8%1%2%9%10%2%0%4%5%6%1%2%0%Apple0%0%0%0%0%0%-4%-15%-9%-35%19%63%9%41%realme0%8%3%1%4%1%4%0%0%0%0%0%0%0%X20,50系列带动荣耀$250-$400市场份额快速提升,Magic 3系列进入$600市场; OPPO A系列在$200-$250市场表现好;vivo两代S系列专注$400-$500市场;Note10缺货,K40系列等主力产品旺季过后减量,小米$200-$600份额下降1.513.915.09.74.98

    14、.04.92.34.13.11.44.52.74.80%10%20%30%40%50%60%70%80%90%100%$100$100200$200$250$250$300$300$350$350$400$400-$450$450-$500$500-$600$600-$700$700-$800$800-$900$900$800 price bands 20Q3 - 21Q3Overall market52.2%13.5%19.1%22.7%11.7%1.4%2.4%0.0%0.6%1.3%0.4%0.0%0.0%0.6%0.6%1.2%0.8%0.0%1.4%6.1%2.5%36.0%84.4

    15、%75.7%68.6%80.6%8.1%1.6%1.4%0.2%1.6%0.5%0.4%1.2%0.4%0.5%2020Q32020Q42021Q12021Q22021Q3OthersrealmeSamsungAppleXiaomivivoOPPOHonorHuawei58.0%19.0%23.8%29.3%19.0%2.1%3.5%0.0%0.6%0.9%0.5%1.3%1.0%0.8%0.4%0.0%0.8%4.4%1.3%29.1%79.3%71.8%63.8%74.6%8.6%1.4%1.2%0.2%1.4%2020Q32020Q42021Q12021Q22021Q361.1%21.5

    16、%26.1%33.9%22.6%2.4%4.0%0.0%0.6%0.6%0.6%1.6%1.2%0.6%0.2%0.4%3.3%0.7%25.3%77.0%69.9%60.4%71.6%8.9%1.2%1.1%0.2%1.3%2020Q32020Q42021Q12021Q22021Q3Offline marketOnline market12 IDC |487412346268123118114928880X70 ProiPhone 11Magic 3Mate 40EReno 6 ProPlusnova 8 Pronova 8iPhone 12MI 11 ProiPhone 12Mini$60

    17、0-$800国内市场,新锐安卓高端产品重点通过京东渠道拓展,线上占比超40%Online Top 10 models in $600-$800 market, 2021Q3Offline Top 10 models in $600-$800 market, 2021Q3Shipment Units: K706209116103787461525251iPhone 11MI 11 ProMIX 4iPhone 12Magic 3iQOO 8 ProiPhone 12Mini9 ProMate 40EMI 11Offline Weight:56%13 IDC |1,4681,45284483678

    18、5738283235219177iPhone 12iPhone 13iPhone 13Pro MaxiPhone 12Pro MaxMate 40 ProiPhone 13ProP50 ProMate 40EiPhone 12ProMate 40$800国内市场,iPhone 12领军,线下市场Top 10被Apple、华为包揽;iPhone 13系列首批主力放在线下Online Top models in $800 market, 2021Q3Offline Top models in $800 market, 2021Q3Shipment Units: K1,634582315287180

    19、1681681346047iPhone 12iPhone 13iPhone 12Pro MaxiPhone 12ProMate 40 ProiPhone 13Pro MaxiPhone 13ProP50 ProMI 11 Ultra Magic 3 ProOffline Weight:66%14 IDC |整体市场概况国内市场竞争-高端市场海外市场竞争-高端市场折叠屏15 IDC |华为、荣耀在海外新兴市场的中低端份额被国产品牌迅速蚕食80.886.62.220.18.134.139.535.027.7PRCAPeJCCanadaCentral &Eastern EuropeJapanLati

    20、n AmericaMiddle East &AfricaUSAWesternEuropeGlobal Top Smartphone Market Company share in Regions, Q3 2021OthersOnePlusrealmeTranssionHonorXiaomivivoOPPOHuaweiAppleGlobal Top Smartphone Company market share change in Regions, 21Q3 vs 20Q3OPPO在拉美扩张产品线,实现A, Reno,Find系列在墨西哥全覆盖vivo亚太地区开始渗透中高端,量级有一定下降,低端

    21、产品开始在MEA主推realme二季度中国市场达到峰值4.9%,全年全球目标同比+50%以上,其中中国区完成超过1,000万小米除中国、亚太市场外,主要在拉美、欧洲市场快速填补华为与荣耀的下滑获取份额的高速增长传音转向亚太区市场,除印度外主要发力孟加拉、印尼、菲律宾;依靠类似OV的线下广告,线上KOL营销投入PRCAPeJCCanadaCentral & Eastern EuropeJapanLatin AmericaMiddle East & AfricaUSAWestern EuropeSamsung-0.1%-1.7%-0.5%-3.1%2.5%-8.6%0.2%1.5%-4.2%App

    22、le4.7%2.5%9.3%5.7%0.3%0.5%1.1%3.5%3.1%Huawei-22.0%-1.4%-3.6%-7.9%-1.2%-10.0%-8.2%0.0%-7.6%OPPO3.2%-0.8%0.0%1.3%2.2%3.1%1.1%0.0%3.6%vivo4.4%-0.9%0.0%0.8%0.0%1.2%1.8%0.0%1.0%Xiaomi0.7%-0.9%0.0%1.0%2.0%2.9%-0.1%0.0%2.8%Honor4.8%-0.1%0.0%-7.2%0.0%-0.5%-1.1%0.0%-0.6%Transsion0.0%3.8%0.0%2.2%0.0%1.2%4.5%0

    23、.0%0.0%realme2.8%-0.1%0.0%4.2%0.0%1.1%0.0%0.0%0.9%OnePlus0.0%1.1%0.0%0.2%0.0%0.2%-0.1%2.0%1.2%16 IDC |华为海外出货量前15国家占总体华为海外市场约52%,7个在欧洲;高份额市场集中在拉美、中东15,22212,80412,66214,82710,1068,99614,2356,67327,9705,2197,83920,7388,34313,8878,20610.6%8.7%10.7%11.2%13.9%13.6%7.6%17.3%5.8%23.8%24.4%18.4%13.4%10.6%16

    24、.6%PhilippinesThailandFranceGermanyItalySpainUnited KingdomPolandRussiaChileColombiaMexicoSaudi ArabiaSouth AfricaTurkey2020 (Q1-Q3) Capacity (M)Huawei ShareHuaweis Top 15 countries in 2019 & 2020 vs. Huawei share in 2020 (Q1-Q3)17 IDC |LA、A/P地区低端产品抢占市场;CEE地区三星、小米分别在波兰、俄罗斯获益;WE地区德、意、法小米获益最多,OPPO份额在意

    25、、西靠低端A系列提升较大PhilippinesThailandFranceGermanyItalySpainUnited KingdomPolandRussiaChileColombiaMexicoSaudi ArabiaSouth AfricaTurkey-40%-30%-20%-10%0%10%20%-20%-15%-10%-5%0%5%10%15%20%25%X: 2021 Units Growth(Q1-Q3), Y: 2021 ASP Growth (Q1-Q3), Bubble:SizePhilippinesThailandFranceGermanyItalySpainUnited

    26、 KingdomPolandRussiaChileColombiaMexicoSaudi ArabiaSouth AfricaTurkeyHuawei-8.8%-6.9%-9.6%-10.1%-12.6%-11.9%-7.0%-13.6%-5.1%-21.9%-18.8%-16.9%-12.1%-5.5%-12.4%Samsung2.3%3.1%-3.4%-2.1%-3.1%0.7%0.3%8.3%-1.2%-3.5%-2.4%-4.6%9.5%1.2%-4.5%Apple0.1%1.2%2.7%3.4%0.7%0.8%3.7%0.2%3.0%0.6%-0.7%-0.2%-0.5%-0.4%6

    27、.6%OPPO3.6%-1.6%3.3%0.5%7.6%6.6%1.0%2.0%0.1%1.5%0.3%9.7%1.3%1.7%2.4%vivo-4.2%-3.6%0.9%0.4%1.0%1.4%0.4%1.4%0.3%2.5%3.1%1.1%2.6%0.9%1.0%Xiaomi5.4%8.5%6.9%6.9%7.0%3.2%0.6%0.3%8.7%15.0%8.8%5.5%7.2%0.6%-1.6%Honor0.0%0.0%-1.4%-0.8%-0.9%-0.5%-0.7%-0.4%-15.5%0.0%-0.4%-0.4%-2.9%-0.1%-0.4%realme3.1%-3.3%0.8%0

    28、.4%2.3%0.8%0.0%4.9%3.0%0.2%1.1%1.5%0.5%0.0%0.0%Transsion6.3%2.0%0.0%0.0%0.0%0.0%0.0%0.0%4.0%0.0%7.7%0.0%5.0%1.4%1.8%OnePlus0.1%0.1%1.0%1.4%0.0%0.3%1.9%0.0%0.2%0.0%0.0%0.4%0.0%0.0%0.0%18 IDC |亚太市场$800 价位段(5.5%)三星、Apple为主流,$600-$800 (1.5%)市场小米,OPPO,vivo,一加共同占据约20%A/P Smartphone Brand share in $600-$80

    29、0 price bands 20Q1 - 21Q33.8%3.8%1.2%0.4%0.0%0.4%0.2%2.0%0.3%1.5%1.4%5.0%0.6%3.2%0.1%0.0%5.3%2.9%6.9%11.7%3.7%0.0%4.1%2.1%1.4%3.9%7.3%1.8%50.3%57.6%52.4%66.3%54.2%50.8%52.7%32.5%22.5%23.3%18.8%12.6%11.2%30.9%11.4%11.7%13.9%8.4%17.3%18.1%7.5%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3A/P Smartphone Br

    30、and share in $800 price bands 20Q1 - 21Q31.6%4.3%2.1%0.9%0.6%0.3%0.1%1.0%1.7%0.9%0.0%0.3%0.8%0.6%0.0%0.0%0.0%0.0%0.1%0.4%0.2%0.0%0.3%0.1%0.0%0.0%0.5%0.3%44.3%32.2%18.3%80.3%51.7%57.2%58.9%51.0%57.5%75.4%17.4%46.0%37.6%37.3%0.0%2.1%4.0%3.0%1.4%1.2%3.2%2.6%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3Oth

    31、ersrealmeSamsungAppleXiaomivivoOPPOHonorHuawei19 IDC |435382329105795241343230734 737 670 689 757 671 650 746 776 695 iPhone 12MiniGalaxy S21iPhone 11Galaxy S20FEiPhone 12Reno 6 Pro99 ProiPhone 13miniX60 Pro$600-$800市场,OPPO, 一加,vivo进入前十, $800市场,三星两款新折叠屏全部进入A/P Top 10 models in $800 market, 2021Q3A/P

    32、 Top 10 models in $600-$800 market, 2021Q3Shipment Units: K ASP: US$ (w/o VAT)1,330878461444432424368363351227870 998 1,192 989 1,262 1,312 1,641 1,384 1,169 903 iPhone 12Galaxy ZFlip3iPhone 12ProiPhone 13iPhone 13ProiPhone 12Pro MaxGalaxy ZFold3iPhone 13Pro MaxGalaxy S21UltraGalaxy S21+20 IDC |西欧市场

    33、$800(29.6%)价位段苹果占据统治地位,$600-$800(8.3%)市场小米,OPPO逐渐起势WE Smartphone Brand share in $600-$800 price bands 20Q1 - 21Q38.9%5.0%4.3%2.0%1.7%1.1%0.7%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.3%2.4%3.1%3.5%3.9%3.8%7.2%0.0%0.0%0.0%0.7%0.3%0.4%0.3%1.3%4.6%5.2%7.1%11.2%11.3%16.9%61.9%62.0%58.5%61.3%53.5%48.7%53.4%21.3%16.6

    34、%21.5%17.3%16.9%25.1%13.5%6.3%9.3%7.3%8.0%12.5%9.6%7.9%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3WE Smartphone Brand share in $800 price bands 20Q1 - 21Q30.4%3.6%2.3%0.8%0.5%0.6%0.2%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.3%1.7%1.2%0.7%0.8%2.5%1.9%0.0%0.0%0.0%0.1%0.0%0.1%0.0%0.0%2.2%2.6%0.7%0.9%3.4%0.8%60.6%7

    35、4.8%63.2%92.1%70.0%77.9%81.6%35.7%13.7%27.7%4.0%25.6%12.1%12.7%2.9%4.0%2.9%1.6%2.2%3.6%2.7%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3OthersrealmeSamsungAppleXiaomivivoOPPOHonorHuawei21 IDC |5043483102532351611191029977658 774 683 759 725 721 665 782 711 626 iPhone 11iPhone 12Galaxy S20FEMI 11iPhone

    36、12MiniFind X3 NeoMI 11iiPhone 13mini9iPhone SE(2020)$600-$800市场,国产品牌在Top 10中占据4个, $800市场,一加进入前十WE Top 10 models in $800 market, 2021Q3WE Top 10 models in $600-$800 market, 2021Q3Shipment Units: K ASP: US$ (w/o VAT)1,7741,4381,1651,077700601333278259174913 1,296 1,386 981 1,207 866 1,358 1,320 865 92

    37、8 iPhone 12iPhone 12ProiPhone 12Pro MaxiPhone 13iPhone 13ProGalaxy S21iPhone 13Pro MaxGalaxy S21UltraiPhone 12Mini9 Pro22 IDC |小米11系列在CEE市场$600-$800(5.7%)价位段短期有所斩获,$800市场国产品牌难以进入(7.2%)CEE Smartphone Brand share in $600-$800 price bands 20Q1 - 21Q310.3%13.9%5.8%4.7%2.0%1.6%1.1%0.2%0.9%0.4%0.0%0.0%0.0

    38、%0.0%0.1%0.4%0.1%0.7%1.5%0.0%1.9%0.1%0.1%0.1%0.1%0.1%0.7%0.2%0.0%1.4%0.8%1.4%2.9%17.2%6.4%63.7%64.8%72.4%71.8%71.7%59.1%75.6%23.4%13.8%18.0%18.6%18.5%18.5%12.3%2.2%4.6%2.3%2.7%3.3%2.8%2.5%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3CEE Smartphone Brand share in $800 price bands 20Q1 - 21Q32.2%2.5%5.4%

    39、2.0%1.1%1.6%1.1%0.0%1.6%0.8%0.3%0.4%0.9%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%1.8%1.0%0.4%0.5%1.2%1.4%58.6%52.8%45.8%77.2%64.6%68.3%77.9%38.5%39.4%44.4%18.6%32.3%26.7%18.5%0.7%2.0%2.6%1.5%1.0%1.3%1.1%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3OthersrealmeSamsungAppleXiaomivivoOPPOHonorHuawei23 IDC |898

    40、11611538333333242111673 753 711 648 673 744 770 607 747 636 iPhone 11Galaxy S21iPhone 12MiniGalaxy S20FEMI 11TMI 11iPhone 12iPhone SE(2020)Reno 6 ProMI 11iCEE $600-$800市场集中度高,iPhone 11占比超过60%CEE Top 10 models in $800 market, 2021Q3CEE Top 10 models in $600-$800 market, 2021Q3Shipment Units: K ASP: U

    41、S$ (w/o VAT)3653573181208778767260591,133 910 1,213 1,132 939 1,240 858 1,032 823 1,380 iPhone 12ProiPhone 12iPhone 12Pro MaxGalaxy S21UltraGalaxy S21+iPhone 13ProiPhone 12MiniiPhone 13Galaxy S21iPhone 13Pro Max24 IDC |LA 高端市场(5.9%)华为退出后,国产品牌Moto、小米接盘LA Smartphone Brand share in $600-$800 price band

    42、s 20Q1 - 21Q39.4%9.1%10.9%3.5%2.9%0.7%0.3%0.0%0.0%0.0%0.0%0.0%0.0%0.7%2.8%0.9%2.5%1.4%3.9%5.0%5.2%53.4%66.1%61.6%82.9%70.7%79.6%66.9%23.3%21.3%19.1%8.9%17.9%9.9%18.4%11.1%2.5%5.6%2.9%4.5%4.8%8.6%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3LA Smartphone Brand share in $800 price bands 20Q1 - 21Q34.7%5.

    43、7%7.1%2.6%1.2%0.7%0.4%0.0%0.0%0.0%1.4%0.0%0.0%0.0%0.0%1.1%2.6%1.9%1.7%1.1%5.5%52.6%66.8%53.1%78.1%63.3%62.2%66.3%42.5%24.3%35.5%14.3%33.3%35.4%25.5%0.0%0.3%2.1%1.5%1.7%0.4%0.6%2.3%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3OthersrealmeSamsungAppleXiaomivivoOPPOHonorHuawei25 IDC |330102745541232019111

    44、0720 633 692 773 666 663 649 721 778 751 iPhone 11iPhone XRGalaxy S20FEiPhone 12MiniMoto G100MI Note 10Edge 20Galaxy Note20iPhone 12Galaxy S21$600-$800市场,Moto,小米进入前十, $800市场,仅有小米进入LA Top 10 models in $800 market, 2021Q3LA Top 10 models in $600-$800 market, 2021Q3Shipment Units: K ASP: US$ (w/o VAT)3

    45、6312111611511199675351341,110 962 1,287 1,282 913 844 1,246 1,085 861 1,038 iPhone 12iPhone 12MiniiPhone 12ProiPhone 12Pro MaxGalaxy S21iPhone 11Galaxy S21UltraGalaxy S21+MI 11Galaxy Note20 Ultra26 IDC |MEA 高端市场(3.6%)OPPO,xiaomi,vivo均有布局,但份额小于5%MEA Smartphone Brand share in $600-$800 price bands 20Q

    46、1 - 21Q35.4%4.2%5.9%5.6%3.5%0.4%1.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%4.7%2.0%2.0%1.9%1.8%2.7%1.7%0.0%0.0%0.8%0.6%0.4%3.2%1.6%0.2%0.5%2.9%1.4%3.3%1.1%2.2%65.2%72.9%68.4%74.2%43.4%67.5%62.6%20.4%16.5%15.9%12.2%44.8%24.2%29.4%4.2%3.9%3.9%3.8%2.8%1.0%1.4%2020Q12020Q22020Q32020Q42021Q12021Q22021Q3MEA Smartpho

    47、ne Brand share in $800 price bands 20Q1 - 21Q34.0%6.6%2.4%0.9%1.2%0.4%0.3%0.3%0.0%0.0%0.0%0.0%0.9%0.9%0.0%0.0%0.1%0.0%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.2%0.2%67.5%66.4%61.5%74.9%78.1%73.1%71.8%27.8%26.4%35.3%23.4%20.1%25.1%26.5%0.0%0.4%0.5%0.7%0.8%0.5%0.3%0.2%2020Q12020Q22020Q32020Q42021Q12021Q22021

    48、Q3OthersrealmeSamsungAppleXiaomivivoOPPOHonorHuawei27 IDC |4711299160544634181412714 705 704 786 672 726 736 643 707 675 iPhone 11Galaxy S21iPhone 12Galaxy ZFlip3Galaxy S20FEiPhone 12MiniGalaxy Note20MI 11T ProX60 ProReno 5 Pro$600-$800市场,OPPO, vivo,小米各有一款进入前十,$800市场,三星两款新折叠屏全部进入MEA Top 10 models in

    49、 $800 market, 2021Q3MEA Top 10 models in $600-$800 market, 2021Q3Shipment Units: K ASP: US$ (w/o VAT)3983623131167272676550451,102 1,221 917 1,093 933 952 1,478 908 842 981 iPhone 12ProiPhone 12Pro MaxiPhone 12Galaxy S21UltraGalaxy S21+Galaxy ZFlip3Galaxy ZFold3Galaxy S21iPhone 12MiniGalaxy Note20 U

    50、ltra28 IDC |整体市场概况国内市场竞争-高端市场海外市场竞争-高端市场折叠屏29 IDC |折叠屏市场分析与展望431813374307074744657743,0652019Q32019Q42020Q12020Q22020Q32020Q42021Q12021Q22021Q3Global Foldable Phone market share and shipment unit,19Q3-21Q3OthersXiaomiMicrosoftMotorolaHuaweiSamsungShipmentUnits (K)全球折叠屏市场当前依靠三星引领,H,X均面临各自的问题,O,V持谨慎态度

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