Despite continuous weak growth and even decline in smart phone sales in China, major domestic mobile phone manufacturers still set forth a “big leap” of shipping target. Huawei, Lenovo, Xiaomi and TCL etc. all set their phone sales amount at 100 million sets. Then after half a year, let’s take a look at where they are now.
Huawei: 50 million sets of shipment globally, including 20 million sets of Honor
In 2014, Huawei shipped 75 million smart phones, growing 40% year on year. Among them, Honor contributed 20 million phones with revenue surpassing USD 2.4 billion. In 2015, Huawei set the shipping target for its smart phones at 100 million sets, among which 40 million sets of Honor will be shipped, with over USD 5 billion revenue.
According to data released by Huawei, 50 million sets were shipped globally for the first half year of 2015, and in May, the sales surpassed 10 million sets for a single month. Regarding to Honor, 20 million sets were sold globally for the first half year with sales amount reaching USD 2.6 billion, which equals to that of the whole year of 2014. President Zhao Ming of Huawei Honor once told Yiguancha that the quarterly growth of Huawei Honor now basically maintained at over 30% and there was no stress to fulfill its yearly target as set forth at the beginning of the year, and it’s expected that Yu Chengdong will increase its yearly target again.
Xiaomi: 34.7 million units of shipment for the first half year
Official data from Xiaomi shows that Xiaomi sold 34.7 million mobile phones for the first half year of 2015, growing 33% year on year.
Lei Jun once expressed to Yiguancha in Weibo that Xiaomi’s sales target for 2015 was 80 million to 100 million units. As seen from present situation, Xiaomi fails to achieve half the target for the first half year, but in the mobile phone Industry, the second half year usually shows a better performance than that of the first half year. And on a regular basis, Xiaomi is to release Xiaomi 5, new Redmi/Redmi Note in the third quarter, there thus would be no problem for Xiaomi to fulfill its targets of 80 million units. However, 100 million units would be a great challenge.
Meizu: 8.9 million units of shipment for the first half year
Official data from Meizu shows that its sales for the first half year of 2015 reached 8.9 million units, growing 540% year on year.
Li Nan, Vice President of Meizu once exposed to Yiguancha that in 2013, Meizu’s shipment was about 2 million units, with revenue of RMB 5 billion. In 2014, the shipment was expected to be between 4 million and 5 million units, with the revenue target surpassing RMB 7 billion (after tax). In 2015, the target for Meizu mobile phones is 19.99 million units.
Soon after, Huang Zhang indicated on Weibo, “There is still a long distance to be a top 3 mobile phone brand, we still need to work harder for the second half year.”
Lenovo: 18.70 million units for the first quarter of this year
Lenovo usually releases its financial report for the first quarter of new fiscal year in August. According to its financial report for the first quarter of 2014/15 fiscal year (that is, first quarter of natural year 2015), Lenovo shipped 18.70 million units of mobile phones globally for the first 3 months, among them Motorola contributed 7.8 million units.
Global shipment target 2015 for Lenovo is 100 million units. According its shipment data for the first quarter of 2015, and its domestic market share for the first 5 months as released from third party organizations, Lenovo lags far behind its target for the first 6 months. However, the target was set based on standard fiscal year instead of natural year, Lenovo still gets time for challenge and opportunity.
TCL: about 32 million units for the first half year (feature phone + smartphone)
By now, TCl still hasn’t disclosed its financial report for the first half year. According to the data as released every month: 5.74 million units in January, 4.427 million units in February, 5.662 million units in March, 5.726 million units in April, 5.508 million units in May, totaling 27 million units for the first 5 months, its sales in June is expected to surpass 5.5 million units, its shipment for the first half years thus would be about 32 million units.
It needs to be noted that 32 million units include both TCL feature phones and smartphones. In Chinese market, the popularity rate of smart phones has exceeded 90%, but in Latin America, Africa and other emerging markets, TCL also occupies a large share of feature phone market through Alcatel phone brand, and with high profits.
In 2014, TCL realized global sales of 73.49 million units (including feature phones), growing 33% year on year, among which 7.6 million units were sold in domestic market. In 2015, TCL is targeted to ship 100 million units globally and realizes revenue growth of 30%, among which shipment of smartphones in domestic market will be more than 15 million units.
ZTE: 12.60 million units for the first quarter
ZTE didn’t disclose its phone shipment data in the financial report of the first quarter, just said that “revenue from phone terminals grew 6.97% year on year.”
However, data from Gartner shows that the first quarter shipment of ZTE is 12.60 million units. ZTE’s sales target for 2015 is 100 million units, including 60 million units of smartphones. Among them 1/3 phones will be sold to American market, 1/3 to domestic market and 1/3 to other countries.
According to Gartner, there would be no big problem for ZTE to realize its sales target of 60 million smart phones in 2015, the key is whether it can change the declined sales situation in China and maintain an upward sales performance in America and other emerging markets.