Vivo ate OPPO, and Apple is getting more popular: China's premium segment in Q2'22

August 25, 2022, 12:59

It’s no secret that the global smartphone market is in decline , and in China the situation is completely crisis – the market has sunk to the level of 2012 . Against this background, Chinese companies are planning to reduce their presence in the premium segment , where they have been striving so actively in recent years. A closer look at the state of high-end smartphones in China is provided by Counterpoint Research’s latest report for the second quarter of 2022.

Vivo съела OPPO, а Apple всё популярнее: премиум-сегмент Китая в Q2’22
Vivo съела OPPO, а Apple всё популярнее: премиум-сегмент Китая в Q2’22

Although in general sales of premium devices in the Celestial Empire sank by 10%, within the segment one cannot fail to note the success in promoting ultra-premium devices ($1000 and more): their share increased from 8 to 20%. The sharp drop in demand for the middle segment ($400-599) also attracts attention, only confirming our assumption : Chinese brands running into it will hardly be able to find salvation there.

Vivo съела OPPO, а Apple всё популярнее: премиум-сегмент Китая в Q2’22

The report also offers a look at the balance of power among brands selling their devices in China. First of all, the increase in Apple’s share to 46% (from 43% a year earlier) attracts attention – it is probably the iPhone that has become the key driver of the growth of the ultra-premium segment in the country. In addition, the competition between OPPO and Vivo ended with the victory of the latter, although just a year ago the situation was reversed. It is also curious that Huawei still manages to sell flagships more than Honor. Well, Xiaomi, meanwhile, is stagnating, having rolled back from 9 to 8% per year.

© Vladimir Kovalev. mobile phone

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