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2019年第三季度,中国线上市场依然活跃,线上销量占中国整体智能手机市场比例从2019年第一季度的24%上升至第三季度约27% Top 6智能手机品牌线上整体份额达到84%;其中华为及荣耀双品牌线上市场份额高达46%,甚至超越苹果及小米OV市占率加总(38%) 第四季度,预计中国市场线上份额将在电商节的带动下继续提升,荣耀、华为及苹果有望成为第四季度线上市场主要赢家。 5G商用有望成为2019年底至2020年中国市场反弹、负增长结束的最重要驱动力   Seoul, Hong Kong, New Delhi, Beijing, London, Buenos Aires, San Diego  6 Dec 2019         Counterpoint Market Monitor数据显示,2019上半年,受中国经济下滑、消费者换机周期延长等因素影响,中国智能手机市场萧条,整体出货量同比下滑约9%。第三季度,中国智能手机市场同比下滑5%,但环比增长3%,同比降幅相比前两季度有所缓和。第四季度,我们预计中国智能手机市场整体降幅将进一步减缓。整体而言,中国市场已从2019下半年开始逐渐回暖。2020年有望实现反弹,终止已持续9个季度的同比负增长态势。 我们认为,拉动下半年市场回暖的主要驱动力有两点:1)活跃的线上市场;2)5G商用。以下我们将对此做具体分析。   2019下半年中国线上智能手机市场分析         2019年第三季度,虽然市场大盘下滑,但受暑期线上推广、电商平台折扣、品牌季促销、物流效率提升等因素影响,线上市场依然活跃。Counterpoint Online Smartphone Market Tracker数据显示,中国市场线上销量占整体智能手机市场比例从2019年第一季度的24%上升至第三季度约27%。 品牌表现方面,Top 6智能手机品牌占据中国第三季度线上市场84%份额,相比2019年第一季度的79%有所增长。 表1: Q3 2019中国线上智能手机市场主要品牌市场份额% Source: Counterpoint ...

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