July 2012 China Mobile Market Analysis Report

The competition between Sony Mobile and Motorola in China's mobile phone market in July further intensified. The number of brands participating in the competition reached 104, an increase of 5 compared to last month. The competition between the first camp and international brands was particularly fierce. Several major brand names have changed significantly. In the segment market, the attention of smartphone users continues to rise, occupying the absolute mainstream position. Domestic mobile phone attention is basically the same as last month.

Report Highlights • Brand Concern: In the Chinese mobile phone market in July, Samsung was the most watched brand with a 23.5% interest rate, and the status of the championship was further strengthened. Compared with the previous month, among the top six brands, apart from Samsung and Sony Mobile, the attention ratio of the other four major brands has declined from the previous month.

• Product Focus: The Samsung I9100 GALAXY SII (16GB) surpassed Apple’s iPhone 4S (16GB) this month to become the most popular model. Compared with the previous month, the ranking of the products on this month’s list has changed significantly.

• From the perspective of type, smart phone users have exceeded 95% of their attention, and national intelligence is not far away. In this month, the price of mobile phones with a price of 1001-2000 yuan was 35.5%, which was 0.8% more than that of the previous month. More than 80% of the more than 8 million pixel models focus on the cumulative percentage of over 50%, user concentration is concentrated.

• Analysis of mainstream domestic brands: From January to July, the four major brands Lenovo, Huawei, ZTE, and Cool, which occupy an important position in the Chinese mobile phone market, are under intense competition. The proportion of attention has been rising one after another. Among the four major brands, Huawei has the highest single-product attention rate and strong product competitiveness.

First, the brand attention pattern • The cumulative proportion of the top three brands has reached 48.0%

In July 2012, Samsung became the brand most concerned by users with a ratio of 23.5%, and took the lead with a larger advantage. HTC and Nokia still ranked second and third respectively with a ratio of 14.9% and 9.6%. Sony Mobile, which released a number of new products in 2012, came fourth in this month with 8.0% of the attention rate, and will take the lead from Motorola and Apple. Lenovo leads the second camp.

(Chart) Distribution of brand awareness in China's mobile phone market in July 2012 • Sony’s move against Motorola and Apple’s brand changes, the top three brand rankings did not change in July, but apart from Samsung’s 0.7% increase over the previous month, HTC Nokia’s attention ratio decreased by 0.1% and 1.1% respectively from the previous month. The brand with the most obvious change was Sony Mobile. The brand awareness ratio increased by 0.9% from the previous month, and it will take the lead from Motorola and Apple. Lenovo’s focus on new product releases last month also increased by 0.4% from the previous month.

Table Comparison of Brand Concerns in Chinese Mobile Phone Markets from June to July 2012

Ranking June 2012 July 2012 Brand Concern Ratio Brand Concern 1 Samsung 22.80% Samsung 23.50% 2 HTC 15.00% HTC 14.90% 3 Nokia 10.70% Nokia 9.60% 4 Motorola 7.70% Sony Mobile 8.00% 5 Apple 7.30% Motorola 7.4 7.40% 6 Sony Mobile 7.10% Apple ↓ 6.80% 7 Lenovo 4.60% Lenovo 5.00% 8 Huawei 4.20% Huawei 4.00% 9 Millet 3.20% Millet 2.60% 10 ZTE 2.90% ZTE 2.30% 11 Meizu 2.20% Meizu 2.29% 12 Cool 2.00 % Cool 2.27% 13 OPPO 1.80% OPPO 2.20% 14 LG 1.50% LG 1.70% 15 Tianyu 1.00% Tianyu 1.10% - Other 6.0% Other 6.30%

Second, the product focus on the pattern (a) product concerned about the model • Samsung I9100 GALAXY SII (16GB) win this month Samsung I9100 GALAXY SII (16GB) with a 3.1% interest rate has surpassed the Apple iPhone 4S (16GB) that has been reelected for eight months, Become the most user-friendly model. But its lead is not great, Apple iPhone 4S (16GB) is only 0.1% behind.

• Samsung surpassed HTC to become the largest number of products on the list In addition to the Samsung I9100 GALAXY SII (16GB), the Samsung I9300 GALAXY SIII (China Unicom Edition) also ranks among the top three, in addition, Samsung has two products GALAXY Note I9220, S5830 (Galaxy Ace) ranked fourth and thirteenth, respectively, and Samsung became the brand with the largest number of products on the list. HTC, the brand with the largest number of products on the list in June, had three short-listed products this month, one less than in June.

• The number of domestic brands on the list has increased from last month. In addition to the two products of Xiaomi and Meizu this month, OPPO X907 (Finder) ranked among the top 15 products for the first time, ranking 12th. Compared with the previous month, Nokia has only one remaining product on the list, and the rate of decline in its product competitiveness is evident.