On January 4, Zhuanzhuan group released the mobile phone market report for the fourth quarter of 2020 (hereinafter referred to as the report). According to the report, more than half of 5g mobile phones in the new machine market were released, among which the iPhone 12 and Huawei mate 40 series were the most concerned; the market share of iPhone in the second-hand market increased significantly compared with that in the third quarter, among which the iPhone 11 won the sales crown.
It is worth noting that although the trading volume of domestic mobile phones in the second-hand market increased steadily in this quarter, the share of domestic mobile phones was snatched by apple, showing a decline compared with the previous quarter. In addition, different from the strong rise of Xiaomi mobile phones in the new market, the trading volume of Xiaomi mobile phones in the second-hand market in this quarter was reversed by vivo, falling to the fourth place.
From the perspective of the price trend of mobile phones, the main models of iPhones and domestic brands in the second-hand market show a relatively obvious price reduction trend. However, among the mobile phones on sale, some mobile phones such as iphone12 pro and Huawei mate40 series are still on the rise.
Analysts from Zhuanzhuan group's data analysis department said that overall, Apple's iPhone 12 is leading the wave of 5g replacement. Both new and second-hand mobile phones are expected to increase significantly in the first quarter of 2021.
Considering the models released in this quarter, 5g mobile phones are taking up an increasing proportion. According to the data of China Institute of information technology, among the 58 new models launched in the domestic market in October and November alone, there were as many as 32 5g mobile phones, accounting for 52%.
However, from the perspective of the whole year, the slowdown trend of the number of new machine releases and the growth of shipment volume is still relatively obvious. As of November, 417 mobile phone models were listed in the domestic mobile phone market, a year-on-year decrease of 22.5%; the total shipment volume was 281 million, a year-on-year decrease of 21.5%.
The mobile phone market of Q4 Zhuanzhuan group shows that the second-hand mobile phone trading volume of Zhuanzhuan group's two platforms, Zhuanzhuan and qianliangji, increased by 25.3% in the third quarter, in which the trading volume of Apple iPhone increased by 30.9% in the third quarter, and huami ov increased by 16.5%, 15.54%, 20.98% and 31.53% in the third quarter respectively. In addition, the trading volume of glory mobile phone in the second-hand market also increased by 17.27% in the third quarter.
In the fourth quarter of 2020, by virtue of double 11, double 12 and other big promotion nodes, the market share of second-hand iPhone increased significantly, accounting for 47.23%. From the perspective of transaction models, the top 10 of transaction volume are iPhones, among which the top three are iphone11, iphonex and iphonexr.
It is worth noting that the prices of both iPhones and domestic mobile phones in the second-hand market showed an overall downward trend in this quarter, but the prices of iphone12 pro and Huawei mate 40 series mobile phones were still rising due to the shortage of market supply.
The report shows that the main models of iPhones in the second-hand market are showing a more obvious price reduction trend, including the iPhone 12. Take the 99 new 256g version of the iPhone 12 Pro Max as an example, the model has the largest decline, down 12.1% compared with November; however, due to the tight supply, the price of the iPhone 12 Pro maintains a rising trend. According to the report, at the end of December 2020, the price of the 128G version of 99 new iPhone 12 Pro was around 8300 yuan, up about 4.1% from November.
The mobile phone market of Q4 Zhuanzhuan group showed that the sales of second-hand iPhone 11 did not decrease but increased after the release of iPhone 12, and won the double champion of hot search list and sales list of second-hand market in the fourth quarter of 2020. In this regard, Zhuanzhuan group analysts said that the key factors for second-hand market users to achieve purchase are product strength and cost performance.
According to the report, compared with the third quarter, although the trading volume of domestic mobile phone brands in the second-hand market increased steadily in the fourth quarter, the share of the second-hand mobile phone brands declined significantly, and the trading volume of the second-hand Huawei mobile phone decreased by 4.4% compared with the third quarter.
In the fourth quarter, Huawei's sale of glory attracted much attention. In the second-hand market, the trading volume of glory mobile phone also maintained a steady growth, but the share still lags behind that of other domestic mobile phone brands. It is worth noting that, different from the rise of new product market, Xiaomi mobile phone was overtaken by the strong growth of vivo in the second-hand market in this quarter, falling to the fourth place in the second-hand mobile phone trading volume list.
According to the report, vivo also became the mobile phone brand with the highest month on month growth rate in the second-hand market in the quarter, with its trading volume accounting for 9.77%, ranking third. Seven of the top 10 models in the second-hand market are from iqoo series. Among them, vivo iqoo neo3 became the dark horse of 5g mobile phone, jumping from No. 10 in Q3's 5g list to No. 4.
In addition, the trading volume of second-hand 5g mobile phones continued the high growth trend. According to the mobile phone market of Q4 Zhuanzhuan group, compared with 3.25% in the second quarter and 8.62% in the third quarter, the transaction proportion of 5g mobile phone in the second-hand market rose to 15.56% in the fourth quarter of 2020, showing a high growth of 50.86% month on month.
In terms of specific models, the iPhone 12, which supports 5g, surpasses Huawei mate 30 pro (5g) to the top; Xiaomi (including Hongmi) has four models in the top 10 list of 5g mobile phone trading volume, among which redmi K30 5g leaps to the third.
Analysts from Zhuanzhuan group's data analysis department said that 5g mobile phone is the general trend, but it will still coexist with 4G mobile phone for a long time. At present, the top 5g mobile phone trading volume in the second-hand market is still dominated by medium and high-end models, and there is a lot of room for medium and low-end models in the future.