China’s smartphone sales decline 22 per cent in first quarter, only Huawei bucks the trend
- Smartphone sales in China saw the largest year-on-year decline ever in the first quarter of the year, according to Hong Kong-based research firm Counterpoint
- Huawei was the only major smartphone vendor to achieve positive year-on-year growth, with sales dragged down by the coronavirus pandemic
Shenzhen-based Huawei saw smartphone sales grow 6 per cent year-on-year in the quarter ended March 31, making it the only major smartphone maker in the market to achieve positive growth during the first quarter when compared to the same period last year, said Counterpoint in the report on Wednesday.
The China market was “primarily dragged down by the dismal sales of smartphones in February with a decline of 35 per cent when the country was severely impacted by the Covid-19 pandemic and commerce activities were minimal,” said Counterpoint research analyst Flora Tang in the report.
“However, the decline was smaller than original expectations thanks to the strong support from China’s e-commerce players including Alibaba [and] JD.com,” Tang said, adding that online sales of smartphones in China accounted for more than 50 per cent of sales during the first quarter compared to 30 per cent in 2019.
Alibaba is the parent company of the South China Morning Post.
Huawei’s gain in market share was the most drastic, rising from 29 per cent in the first quarter of last year to 39 per cent in the latest quarter.
This can be attributed to its “complete product portfolio” ranging from entry-level to premium segments, according to Counterpoint senior analyst Ethan Qi. Huawei’s Mate 30 5G, Mate 30 Pro 5G, Huawei Nova 6 5G, and HONOR 9X were all among the top-selling models in the country in the most recent quarter, Qi added.
At the other end of the spectrum, Xiaomi’s smartphone shipments declined the most among the major players, with a 35 per cent drop that resulted in its market share edging down from 11 per cent in the first quarter of last year to 9 per cent in the same period this year.
“We believe the halt in production has affected results in the first quarter, as smartphones are essential devices,” Xiaomi said in a response to Counterpoint’s report.
Counterpoint, whose forecasts are widely used in Asia’s booming chip and mobile phone industry, reported that sales of 5G smartphones grew 120 per cent quarter-on-quarter in the first three months of the year, with Huawei contributing to over half of the total 5G phone sales followed by Vivo, OPPO, and Xiaomi.
“We expect 5G smartphones to rise to account for over 40 per cent of total smartphone sales in China by the end of 2020,” Counterpoint analyst Mengmeng Zheng said in the report.
Additional reporting by Che Pan