艾媒研报|传音控股：海外手机市场竞争加剧，“非洲之王”考验升级

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本报告研究涉及企业/品牌/案例：传音控股，摩托罗拉，手机，华为，诺基亚，TECNO，itel，Infinix，传音投资，源科基金，传力投资，传承创业，传力创业，传音创业，TETRAD，GAMNAT，睿启和盛，香港网易互娱，三星，小米，OPPO,天珑移动

iiMedia Research(艾媒咨询)数据显示，2018年全球手机整体出货量为18.91亿部，同比下降4.4%，其中智能手机出货量为14.05亿部，同比下降4.2%。中国作为全球第一大手机市场，萎缩程度较全球市场更为剧烈。2018年中国智能手机出货量为3.9亿部，较2017年下降11.7%，存量竞争加剧。与此同时，以非洲和印度为代表的新兴市场国家，正处在人口红利释放期，手机普及率整体偏低，且以功能机为主。数据显示，2018年非洲市场智能手机渗透率维持在三成水平，而印度的智能手机渗透率仅为28%。新兴国家人口红利带来的增量市场以及存量市场的升级需求显示出手机市场仍有较大发展潜力，吸引了手机巨头们的目光，它们纷纷加大力度开拓新兴市场。2018年中国品牌智能手机海外销售占比增长至40%。随着中国主要品牌“出海”步伐的加速，传音控股的错位市场竞争战略逐渐失效，它将面临多个巨头品牌的正面较量，竞争更加激烈。

According to iiMedia Research, global mobile phone shipments in 2018 were 1.891 billion, down 4.4% from a year earlier, of which smartphone shipments were 1.405 billion, down 4.2% from a year earlier. As the world's largest mobile phone market, China has contracted more sharply than the global market. In 2018, China shipped 390 million smartphones, down 11.7% from 2017, and the stock competition intensified. At the same time, emerging market countries, represented by Africa and India, are in the period of demographic dividend release. Mobile phone penetration rate is generally low, and mainly functional machines. Data show that smartphone penetration in Africa remained at 33% in 2018, compared with 28% in India. Incremental market and upgrading demand of stock market brought by demographic dividend in emerging countries show that the mobile phone market still has great development potential, which attracts the attention of mobile phone giants, who have increased their efforts to explore emerging markets. Overseas sales of Chinese brand smartphones increased to 40% in 2018. With the acceleration of the pace of ““going to sea““ of China's major brands, Transsion's dislocation market competition strategy is gradually ineffective. It will face a positive competition among several giant brands, and the competition will become more intense.