Sino Consulting: China's total mobile phone sales (2G + 3G mobile phones) in November 2012 were 24.59 million units

According to a report by market research company Sino, the total sales volume of domestic mobile phones (2G+3G mobile phones) in November 2012 was 24.59 million units. At the same time, the overall market structure has changed, with Samsung, Lenovo and Coolpad ranking the top three in terms of overall market share, followed by Huawei and ZTE. Coolpad entered the top three in terms of market share in the entire Chinese mobile phone market (2G+3G) for the first time, and was also one of the few mobile phone manufacturers with a significant increase in sales among the top five.

Domestic brands’ 2G+3G overall share exceeds 70% for the first time

The report shows that due to seasonal factors, the overall sales volume of domestic mobile phones (2G+3G) in November 2012 fell by 2.3% from the previous month, but increased by 18.3% year-on-year. Among them, the 2G mobile phone market shrank faster, down 8.4% from the previous month. For example, the sales volume of GSM and CDMA 1X markets decreased by 8.8% and 5.5% month-on-month, respectively, to 4.29 million and 590,000 units; while the sales volume of the 3G market reached 19.71 million units, down 0.7% from the previous month.

According to the Sino report, in November 2012, the market share of domestic brands has grown rapidly, with a total share of 71.7% up 0.4 percentage points from the previous month. Lenovo ranked second in the domestic mobile phone market with a market share of 10.5%; Coolpad rose to third place in the overall mobile phone market in November, with sales increasing by 350,000 units from the previous month, a month-on-month increase of 19.4%; TD and EVDO increased by 200,000 and 110,000 units respectively, ranking third in market share, and fifth in sales in the WCDMA mobile phone market; Huawei and ZTE ranked fourth and fifth with 7.8% and 6.7% respectively.

Lu Libin, an analyst at iResearch, believes that domestic brands represented by China Cool Alliance are growing rapidly. They have strong advantages in operators, product layout, and technological innovation. In particular, Coolpad has made full efforts in mid-, high- and low-end product lines to launch a powerful combination of products. It is the only brand in China that can price its products at a premium of more than 4,000 yuan. Coolpad has further increased its market share by responding quickly to the market and launching revolutionary innovative products.

Among the top 10 brands, only Coolpad and Apple are growing brands

According to Canalys data, among the top 10 brands, only Coolpad and Apple saw an increase in market share in November 2012, while other manufacturers such as Samsung, Lenovo, Huawei and ZTE saw declines to varying degrees. Among them, Coolpad's overall market share increased by 1.6% in November to 8.7%, and Apple's market share increased by 0.6% due to the price reduction of iPhone 4S. Nokia and HTC saw the largest declines, with a decline of 0.4%.

Industry analysis shows that the market structure of China's mobile phone market is basically stable, with Samsung and the "China Cool Alliance" being regulars among the top five. However, due to the increasing competition in the industry chain, manufacturers will be judged on their comprehensive competitiveness in the future, and "shortcomings" will be the bottleneck restricting the progress of enterprises.

Su Feng, vice president of Yulong Coolpad, said that Coolpad's strong growth in November 2012 was mainly based on factors such as product innovation and channel penetration. Coolpad launched a series of highly competitive product portfolios in November to create a "boutique strategy" to strengthen the leading advantages of products in all price segments. At the same time, Coolpad has increased its GP dealers to more than 100 through a channel deepening strategy, and its products have penetrated into the third and fourth-tier markets.

Coolpad creates a series of 5-inch quad-core products to compete with Apple and Samsung

The market competition for smart phones has rapidly moved from the blue ocean market to the red ocean market. In order to cope with the fierce market competition, accelerating the launch of highly competitive products is the key.

It is revealed that Coolpad, which has been ranked in the top three in market share, has launched a heavyweight product strategy for the market competition in 2013 - to create a series of 5-inch quad-core mobile phones, and to launch several 5-inch large-screen quad-core mobile phones in EV-DO, TD and WCDMA, which have strong market competitiveness. It is reported that Coolpad has currently launched 6 5-inch quad-core mobile phones, such as Coolpad 8730 and Coolpad 7295. The powerful hardware configuration plus Coolpad's humanized system Coollife, Cool Cloud and other features will form competitive differentiation.

Industry analysts believe that Samsung has become the leading brand among global mobile phone manufacturers due to its effective combination of the strategy of flooding the market with products and the strategy of producing quality products. The diversification and differentiation of the Chinese market requires domestic brands to be at the forefront of the industry in terms of product innovation. This time, Coolpad has launched a series of 5-inch quad-core star products in advance in order to take the lead in competing against international brands such as Samsung and Apple.