According to Counterpoint Research, a global market research firm, global smartphone sales in the second quarter of 2018 dropped 2% year-on-year to 360 million units. The main reason for this is the weakness of the mature markets such as China, the U.S, and Western Europe, where the smartphone replacement cycle is taking a longer time.
Samsung’s market share fell 11% from the previous year due to the sluggishness of the flagship Galaxy S9 series, but it ranked first in the smartphone market with a market share of 20%. Samsung expects to launch the Galaxy Note 9 early in September in order to secure growth momentum, and will also focus on releasing high-specific products in each price category in preparation for the intense competition.
Huawei took second place after Samsung with a market share of 15%. Huawei had slightly outstripped Apple in the second quarter of last year, but in the second quarter of this year, Huawei was lead Apple by almost 4% in market shares.
In the second quarter of this year, Huawei’s sales rose 41% from last year, showed the fastest growth rate (21%) in the declining Chinese market, and recorded 71% percent growth in overseas markets.
“Huawei’s performance in the second quarter is mainly attributed by the launch of its premium smartphone and the rapid expansion of its sister brand, “Honor”. Huawei’s ‘Honor’ brand is rapidly growing in overseas markets with its recently renewed portfolio and its affordable price. In addition to its already strong online presence, the company has introduced multi-channel strategy through its brand stores in Southeast Asia,” said Tarun Pathak, a researcher at Counterpoint.
Thanks to the continuous efforts to target overseas markets, Huawei has recorded 75% growth in Europe, 67% growth in the Middle East, and 188% growth in India, with ‘Honor’ playing a big role in the brand.
Apple took third place with an 11% market share, with iPhone sales rising 1 percent year-on-year to 43.1 million units in the second quarter. Although Apple’s sales in China have remained unchanged, sales online rose in contrast to offline sales.