November China Smartphone Market Analysis Report

In November 2013, the pattern of brand awareness in the Chinese smartphone market remained stable and the brand rankings did not change significantly. The Apple iPhone 5S continues its strong momentum in the product-focused landscape, and the user’s attention is far ahead. The LG Nexus 5 (16GB) showed a rapid increase in popularity and ranked among the top ten. Overall, the competition in the smartphone market, especially the Android camp, is still intensifying.

Report Highlights • Brand Concern: Samsung, Apple, and Lenovo firmly control the top three. Compared with October, the first and second camp brands have maintained a stable ranking.

• Product Focus: The Apple iPhone 5S (16GB) has attracted the most attention and topped the list. The number of mobile phones on the list has dropped, and three models have been selected.



• Product features: In the 2001-3000 price segment models, the degree of attention exceeded 20%, and the quad-core model’s attention increased slightly by 1.8%.



• Product features: The Windows Phone model’s attention increased by 0.7%, and the attention of models with 10 million pixels or more continues to increase. The attention of large-screen smart phones with 5.0 inches or more continues to rise rapidly.

• Case study: LG's brand awareness trended steadily and rose rapidly this month, with LG Nexus 5 (16GB) making the most contribution.



First, the brand attention pattern • Samsung, Apple, Lenovo firmly control the top three in the smart phone market in November, Samsung with a ratio of 21.8% attention to the top, Apple is 12.6% of the attention of the ranks in the second place. Lenovo received 7.8% of attention this month, still ranked third. Nokia and Huawei focused on 5%-7%, ranking fourth and fifth respectively. The percentage of other brands on the list is below 5%. On the whole, the brand awareness of users of the 15th of the month before this month has risen by 3.5 percentage points over the previous month and has returned to more than 90%.

• The ranking of the first and second camp brands remained stable Compared with October, among the top fifteen brands in the smart phone market in November, the top seven rankings remained stable, with Samsung, Lenovo, Nokia, and HTC attracting attention. Compared with the slight increase in the previous month, Apple declined slightly by 0.2%. Huawei and Sony Mobile remained unchanged from the previous month.

Judging from the changing rankings of the brands, LG rose by five places with the latest LG Nexus 5 (16GB) ranking and ranked among the top ten. The Vivo and Motorola brand rankings also rose one place from last month. Millet ranked the largest decline.

Second, the product focus on the pattern (a) product models concerned about Apple's iPhone 5S (16GB) the most attention, top of the list this month Apple iPhone 5S (16GB) continue to maintain a high trend of user attention, to obtain 4.2% of the attention ratio, topped the list. Samsung's two models separated into second and third places. Overall, the 15 most important smartphone products on the list, Apple has become the biggest winner. There are four short-listed products, followed by Samsung, and the three models are well-known on the list.



• The number of domestic mobile phones on the list declined, and the three finalists saw from the camp. There were three models of domestic mobile phone camps this month, one less than the previous month. Meizu MX3 (without NFC/16GB/Normal Edition) still ranks the best, ranking fourth. The other two products on the list are OPPO N1 (16GB/mobile version) and vivo X3 (mobile version), ranked 12th and 15th respectively.

• Intelligent models with screen sizes of 4.5 inches and above accounted for eleven seats. From the parameters of the models listed above, apart from the quad-core mainstream, the models with a screen size of 4.5 inches or more occupy a total of 11 seats. In addition, the number of models equipped with 8 million pixels or more has reached 14 models, which has become the absolute focus of attention of users.

(II) Structure of Different Price Segments • Model Concern for Price Segments of 2001-3000 Yuan Breaks Through 20%

From the perspective of price concerns, the models with a price range of RMB 1000-2000 were still the most concerned by the users this month, receiving 24.4% of the attention ratio. Followed by the 2001-3000 price segment models, the degree of concern this month exceeded 20%, reaching 21.3%, up nearly two percentage points from the previous month. It is worth noting that the attention of the price segment models of 3001-4000 yuan rose sharply by 6.3% from the previous month to 18.4%. The following model attention is less than two percent. (III) Analysis of products with different core numbers • Concern for quad-core models rose slightly by 1.8%

According to the ZDC monitoring data, the number of quad-core mobile phones sold in the Chinese smartphone market in November has already exceeded 400 models, gaining 52.3% of the attention, which is the mainstream of users' attention, which is an increase of 1.8% from the previous month. The single-core and dual-core models showed a slight decline from the previous month. Although the number of eight-core models rose slightly from the previous month, the degree of attention did not change and remained unchanged from the previous month.

(4) Analysis of camera structure • Concern for 10 million pixel models or above has continued to rise With regard to camera pixels, smartphones carrying 12 million pixels or more have continued to show a rising trend this month, up 0.7 percentage points from the previous month. Reached 28.5%. The other pixel models are all decreasing. Among them, 8 million/8.1 million pixels of smart phones are still the mainstream of attention for users, with over 40% attention.

(E) Analysis of different operating system products • Windows Phone model attention rose 0.7%

From the operating system point of view, this month's smart phone equipped with the Android system remained unchanged from the previous month, still 78.9%. Apple iOS models showed a slight decline of 0.2% from the previous month. It is worth noting that the Windows Phone system model's attention has risen more noticeably this month, reaching 7.7%, up 0.7%.

(6) Analysis of product sizes with different screen sizes • Concern for large-screen smart phones with a size of 5.0 inches or more continued to rise rapidly. From the perspective of screen size, the number of smartphones equipped with large-size screens of 5.0 inches or more continued to show rapid growth this month, reaching 24.4%. It rose by 3.4 percentage points from the previous month. Currently, the 4.6-5.0 inch model is still the mainstream of attention for users, gaining a proportion of attention of 33.4%, which is basically the same as last month, with a slight drop of 0.1%. Below the 4.5-inch screen size, the degree of attention has dropped by 3.3 percentage points.

Third, case analysis:

(I) The LG brand is concerned about the proportion trend • The LG brand's attention is on a steady trend. The rapid rise of ZDC monitoring data this month shows that from January to November 2013, the LG brand's attention rate was 2.3%-2.8% before November. Between the small fluctuations, the trend is stable, the brand rankings hovering between 14,15. However, due to the impact of new products from LG Nexus (16GB) this month, its brand awareness has risen rapidly, reaching 4.3%, and the brand rankings have reached the eighth place in one fell swoop, ranking among the top ten.

(II) Analysis of LG products • The LG Nexus 5 (16GB) products are rapidly increasing in popularity. ZDC monitoring data shows that there are currently 15 LG models on sale, and LG Nexus 5 (16GB) is the latest product to be listed, and it is also the most orthodox. Android system model. From the perspective of the users on November 1st to 30th, the LG Nexus 5 (16GB) shows a rapid increase in interest and has remained at a higher position since the 15th. At the same time, the LG Nexus 5 (16GB) also performed well on the November Product Watch list.

ZDC concluded that in the smart phone market at the end of 2013, there was less competition for new products, but the increase in sales once again became a major event for major manufacturers. ZDC expects that the price of models in the price segment of RMB 2,000-3,000 in December is expected to reach new heights again.