2023中国手机市场发展趋势

©GfK1 中国手机市场发展趋势 ChinaMobilePhoneMarket DevelopmentTrends 中国消费走势在近三年较为低迷，但GDP发展保持稳定趋势 China'sconsumptiontrendhasbeenrelativelysluggishinthepastthreeyears,butGDPdevelopmenthasmaintainedastabletrend中国GDP及消费走势ChineseGDPandConsumptiontrends2020-2022 2020 GDP2.2% 2021 GDP8.4% 2022 GDP3% 202020212022 中国居民消费指数Chineseconsumptionindex 居民消费价格指数 104.3% 103.3% 102.4%102.5%102.7%102.4% 101.7% 102.3% 102.1%102.1% 101.5 102.5%102.7%102.5%102.8% 102.1% 101.5% 101.5% 101.6% 101.8% 100.5% 100.2% 100.9% 100.4 101.3%101.1%101.0% % % 100.8%100.7% 100.9%100.9% 99.5% 99.7%99.8% 2003200420052006200720082009201020112012210121022103210421052106210721082109211021112112220122022203220422052206220722082209221022112212 中国手机市场大盘将继续处于低位，预计2023年保持相同水平 ThebroaderofChinesemobilephonemarketwillcontinuetobelowandisexpectedtoremainatthesamelevelin2023 中国手机市场规模销售量大盘走势ThescaleofChina'smobilephonemarketandthetrend ofthemarket2004-2023* 469467 406 422 418 407 365 300 324 313 259 271 276 210 154 166 181 351 373 389 448449 391353 316 307 69 85 110 266 192 1 2 3 4 3 7 22 80 270 销量：百万台Salesvolume:millionunits 整体市场 Totalunits 智能机销量Smartphonesalesunits 智能机份额 Smartphone share 2004200520062007200820092010201120122013 86% 1%2%3%3%3%4%11%31%64% 88% 2014 93% 2015 96% 2016 96% 2017 2018 2019 96% 2020 97% 2021 98% 2022 98% 2023* 98% 预计2023年整体小幅回暖，走势基本处于持平状态 Itisexpectedthattheoverallrecoverywillbeslightin2023,andthetrendwillbebasicallyflat 中国手机销量销额均价走势AveragepricetrendofmobilephonesalesinChina2020-2023* 2021 20222023* UNIT3.1 100million YOY -3% VOLUME1.03Trillionyuan YOY +8% PRICE 3295 yuan YOY +11% UNIT 2.7 YOY 100million-14% VOLUME0.91 Trillionyuan YOY -12% PRICE3348yuan YOY +2% UNIT2.8100million YOY +2% VOLUME0.95Trillionyuan YOY +4% PRICE 3430 yuan YOY +2% 中国手机市场均价增长趋势明显放缓，市场已达饱和期 ThegrowthtrendoftheaveragepriceofChina'smobilephonemarkethassloweddownsignificantly,andthemarkethasreachedasaturationperiod 中国手机市场均价走势AveragepricetrendofmobilephonemarketinChina2018-2022 单位：元 AVP:yuan 4,500 4,000 2018 2431 2019 2685 2020 2951 2021 3292 2022 3355 3,500 3,000 2,500 1801 1802 1803 1804 1805 1806 1807 1808 1809 1810 1811 1812 1901 1902 1903 1904 1905 1906 1907 1908 1909 1910 1911 1912 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2101 2102 2103 2104 2105 2106 2107 2108 2109 2110 2111 2112 2201 2202 2203 2204 2205 2206 2207 2208 2209 2210 2211 2212 2,000 受新型经济影响价位持续上移，中低端基石作用削弱 Affectedbytheneweconomy,thepricelevelcontinuedtomoveupward,andtheroleoflow-endcornerstonesweakened 中国手机价位销量占比情况ProportionofmobilephonesalesinChina2010-2022 02% 2% 5% 9% 04% 3% 6% 8% 0% 6% 4% 7% 0% 7% 4% 9% 1% 6% 3% 11% 3% 9% 4% 3% 8% 5% 4% 7% 8% 6% 8% 6% 7% 13% 13% 13% 17% 10% 11% 18% 8% 9% 14% 14% 14% 19% 11% 19% 25% 13% 19%16% 15% 11% 20% 14% 12% 10% 21% 14% 11% 21% 23% 18% 15% 22% 17% 19% 63% 60% 15% 54% 55% 55% 19% 16% 17% 46%18% 37%15% 26% 13% 14% 20% 14% 11% 8% 8% >6000 4000-6000 3000-4000 2000-3000 1500-2000 1000-1500 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 0-1000 202020212022 UNIT 1.12100million 1.11 100million 1.08100million YOY+1% VOLUME0.31Trillionyuan YOY-1%YOY-3% ONLINE 0.34Trillionyuan0.36Trillionyuan PRICE YOY+14%YOY+12%YOY+4% 2729 yuan 3085yuan 3281yuan YOY+12%YOY+13%YOY+6% 202020212022 UNIT 2.1100million 2.0100million 1.6100million OFFLINE YOY-17% YOY-5%YOY-20% VOLUME 0.65Trillionyuan 0.69Trillionyuan Trillionyuan 0.55 YOY-8%YOY+6%YOY-20% PRICE 3076yuan 3411yuan 3378yuan ©GfK2023|2022-2023中国手机市场回顾与展望 YOY+10%YOY+11%YOY-1% 线上依旧呈稳步上行趋势，渠道转移已经成为必然 Onlineisstillshowingasteadyupwardtrend,andchannelshiftinghasbecomeinevitable 中国手机渠道销量占比情况ProportionofsalesofmobilephonechannelsinChina2010-2022 10%11%11%12% 23%17%15% 30% 25% 29% 27% 24% 20%25%24%26%29% 24%18%18%15%12% 30%35%36%38% 11%8%8% 8% 线上Online 通讯连锁TelecomOrganizedshop 通讯独立TelecomIndependentShop 运营商Operator shop 27%33%41% 28% 29%35%36%39%35%35%34%34%33% 10%6%4%5%4% 家电连锁GeneralElectroShops 品牌专营店Brandexclusive 21%17%18%12%3% 3%2%2%1% 其它Others 9%7%5%4% 03%03%03%02% 30%% 40%30% 3%10%13%16%15%15% 4% 2%2%2%1%1%1%1%1%1% 线上中低价位相比整体市场降幅略小，高端市场继续提升 Comparedwiththeoverallmarket,theonlinemiddleandlowpricesdeclinedslightly,andthehigh-endmarketcontinuestoincrease 中国手机线上市场分价格段销量占比变化趋势Changetrendofsalesproportionof mobilephoneonlinemarketinChinabypricesegment2020Q1-2022Q4 6% 5% 4% 23% >6000 9% 15% 20% 19% 19% 18% 18% 17% 18% 13% 18%20% 14% 4000-6000 4% 6% 20% 13% 8% 10% 9% 7% 8% 12% 8% 10% 21% 18% 5% 3000-4000 -20% 15% 14% 15% 17% 22% 12%12% 15% 5% 12% 2000-3000 -1% 12% 12% 14% 12% 1500-2000 -3% 16% 16% 16% 16% 9% 13% 12% 1000-1500 -2% 14% 20% 24% 22% 18% 9% 17% 0-1000 -11% 14% 9% 13% 16% 12% 11% 14% 14% 12% 11% 整体线上线上市场线上分价格段销量同比2022 6% 6% 7% 15% 18% 17% 14% 11% 14% 10% 9% 19% 19% 24% 25% 14% 11% 11% 14% 16% 16% 20% 20% 19% 16% 17% 16% 19% 19% 18% 2022202220Q120Q220Q320Q421Q121Q221Q321Q422Q122Q222Q322Q4 -30%线上市场整体市场 线下市场销量下滑较大，中端市场仍为护城之地 Salesintheofflinemarkethavedeclinedsignificantly,andthemid-rangemarketisstillaplacetoprotectthecity 中国手