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Chinese Brands are Shaking Up the $420B Smartphone Market

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Chinese Smartphone Market Share

Smartphones are a ubiquitous part of modern life, and now nearly half of humanity is connected through such devices.

As a result, the stakes have never been higher in the ultra-competitive smartphone market. Every day, companies are duking it out for any sliver they can get of global smartphone sales, which now exceed $420 billion per year.

In rapidly growing markets like China and India, the competitive environments are even more interesting. Due to rising socioeconomic circumstances and falling price points on certain models, large segments of these populations are able to purchase these devices for the first time.

These big markets are in a constant state of flux – and it’s not unusual to see top competition to get unseated.

The Chinese Smartphone Market

In the most recent quarter, Chinese smartphone shipments grew a staggering 18.7% to 135.7 million:

China Smartphone Shipments

This rapid increase in sales comes at a time when domestic brands in China are starting to aggressively market their products.

Oppo, a brand mostly unknown across the Pacific Ocean, has more than tripled market share over the last year to unseat the incumbent Huawei. This marks the first time that Oppo has been the most popular brand in the country.

Chinese Smartphone Market Share

Oppo has adopted a simple but effective strategy, going after the offline market which still contributes more than 70% of total sales in China. Aggressive marketing, promotions and sponsorships, greater offline retail penetration beyond tier-2 and tier-3 cities, better retail margins, dealer support and above all head-turning, innovative smartphone designs has helped Oppo drive its sales in the last eighteen months.

โ€“ Neil Shah, Counterpoint Research

iPhone Sales Dip

Apple fell in the rankings, as consumers wait for the release of the 10th anniversary iPhone. Notably, this year-over-year decline was the first for Apple since entering the Chinese market.

Because domestic companies have greater access to manufacturers, they are beginning to roll out new features (e.g. augmented reality, flexible screens) to compete with brands like Samsung and Apple in ways never seen before. Domestic Chinese brands are generating excitement for their products and that is translating into triple-digit growth numbers for companies like Oppo and Vivo.

Smartphone Market Share Growth Rates 2016

One thing is for certain: competition will continue to be fierce in the worldโ€™s most populous country in 2017, and the success of domestic brands will continue to have growing implications for non-Chinese brands.

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Chart of the Week

The Best and Worst Performing Wealth Markets in the Last 10 Years

This telling chart shows how national wealth markets have changed over the past decade, highlighting the biggest winners and losers.

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The Best and Worst Performing Wealth Markets

A lot can change in a decade.

Ten years ago, the collapse of Lehman Brothers sent the world’s financial markets into a tailspin, a catalyst for years of economic uncertainty.

At the same time, China’s robust GDP growth was reaching a fever pitch. The country was turning into a wealth creation machine, creating millions of newly-minted millionaires who would end up having a huge impact on wealth markets around the world.

The Ups and Downs of Wealth Markets (2008-2018)

Today’s graphic, using data from the Global Wealth Migration Review, looks at national wealth markets, and how they’ve changed since 2008.

Each wealth market is calculated from the sum of individual assets within the jurisdiction, accounting for the value of cash, property, equity, and business interests owned by people in the country. Just like other kinds of markets, wealth can grow or shrink over time.

Here are a few countries and regions that stand out in the report:

Developing Asian Economies
In terms of sheer wealth growth, nothing comes close to countries like China and India. The size of these markets, combined with rapid economic growth, have resulted in triple-digit gains over the last 10 years.

For the world’s two most populous countries, it’s a trend that is expected to continue into the next decade, despite the fact that many millionaire residents are migrating to different jurisdictions.

Mediterranean Malaise
European nations saw very little growth over the past decade, but the Mediterranean region was particularly hard-hit. In fact, eight of the 20 worst performing wealth markets over the last decade are located along the Mediterranean coast:

Rank (Out of 90)Country% Growth (2008-2018)
89๐Ÿ‡ฌ๐Ÿ‡ท Greece-37%
87๐Ÿ‡จ๐Ÿ‡พ Cyprus-21%
86๐Ÿ‡ฎ๐Ÿ‡น Italy-14%
85๐Ÿ‡ช๐Ÿ‡ธ Spain-13%
84๐Ÿ‡น๐Ÿ‡ท Turkey-11%
82๐Ÿ‡ช๐Ÿ‡ฌ Egypt-10%
80๐Ÿ‡ซ๐Ÿ‡ท France-7%
76๐Ÿ‡ญ๐Ÿ‡ท Croatia-6%

European Bright Spots
There were some bright spots in Europe during this same time period. Malta, Ireland, and Monaco all achieved positive wealth growth at rates higher than 30% over the last 10 years.

Australia
While it’s expected to see rapidly-growing economies as prolific producers of wealth, it is much more surprising when mature markets perform so strongly. Singapore and New Zealand fall under that category, as does Australia, which was already a large, mature wealth market.

Australia recently surpassed both Canada and France to become the seventh largest wealth market in the world, and last year alone, over 12,000 millionaires migrated there.

Venezuela
The long-term economic slide of Venezuela has been well documented, and it comes as no surprise that the country saw extreme contraction of wealth over the last decade. Since war-torn countries are not included in the report, Venezuela ranked 90th, which is dead-last on a global basis.

Short Term, Long Term

In 2018, global wealth actually slumped by 5%, dropping from $215 trillion to $204 trillion.

All 90 countries tracked by the report experienced negative growth in wealth, as global stock and property markets dipped. Here’s a look at the wealth markets that were the hardest hit over the past year:

Wealth MarketWealth growth (2017 -2018)
๐Ÿ‡ป๐Ÿ‡ช Venezuela-25%
๐Ÿ‡น๐Ÿ‡ท Turkey-23%
๐Ÿ‡ฆ๐Ÿ‡ท Argentina-20%
๐Ÿ‡ต๐Ÿ‡ฐ Pakistan-15%
๐Ÿ‡ฆ๐Ÿ‡ด Angola-15%
๐Ÿ‡บ๐Ÿ‡ฆ Ukraine-13%
๐Ÿ‡ซ๐Ÿ‡ท France-12%
๐Ÿ‡ท๐Ÿ‡บ Russia-12%
๐Ÿ‡ฎ๐Ÿ‡ท Iran-12%
๐Ÿ‡ถ๐Ÿ‡ฆ Qatar-12%

The future outlook is rosier. Global wealth is expected to rise by 43% over the next decade, reaching $291 trillion by 2028. If current trends play out as expected, Vietnam could likely top this list a decade from now with a staggering 200% growth rate.

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Animation: The Biggest Economies in 2030

By 2030, the complexion of the global economy could look very different. This animation shows how the world’s biggest economies will change over time.

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By 2030, the complexion of the global economy could look very different than it does today.

According to recent projections from Standard Chartered, a multinational bank headquartered in London, the next decade will see emerging markets like India and Turkey ascending the global economic ladder to become tomorrow’s powerhouses.

Visualizing the Boom in Emerging Markets

Today’s animation is based on a previous chart of the week we created that shows how economic growth is expected to unfold in the coming years.

View the projected change in rankings for the biggest economies from 2017 to 2030 below:

If the projections used in the above video prove to be accurate, the largest economy in 2030 will be China with $64.2 trillion in GDP after adjusting for purchasing power parity (PPP).

That’s nearly $20 trillion more than India, which will be the second largest by that time.

From Good to Great

While the sheer size of the Chinese economy is certainly an exclamation point, perhaps the more interesting story here is the ascent of developing markets in general.

By 2030, it’s projected that seven of the world’s 10 biggest economies will fall into that category:

RankCountryProj. GDP (2030, PPP)GDP (2017, PPP)% change
#1China$64.2 trillion$23.2 trillion+177%
#2India$46.3 trillion$9.5 trillion+387%
#3United States$31.0 trillion$19.4 trillion+60%
#4Indonesia$10.1 trillion$3.2 trillion+216%
#5Turkey$9.1 trillion$2.2 trillion+314%
#6Brazil$8.6 trillion$3.2 trillion+169%
#7Egypt$8.2 trillion$1.2 trillion+583%
#8Russia$7.9 trillion$4.0 trillion+98%
#9Japan$7.2 trillion$5.4 trillion+33%
#10Germany$6.9 trillion$4.2 trillion+64%

Over this timeframe, countries like Egypt, China, India, Indonesia, Turkey, and Brazil will all see their economies expand with triple-digit growth in PPP terms.

In particular, India’s economy will be buoyed by rapid population growth in its cities, which are some of the fastest-growing urban areas on the planet. At the same time, Egypt’s economy is expected to grow from $1.2 trillion to $8.2 trillion according to the bank – although we would add that this seems quite optimistic.

Finally, developed economies like the United States, Germany, and Japan will keep growing – but just not at the blistering pace of developing countries. If these projections turn out, the Japanese and German economies will round out the list with the #9 and #10 spots, respectively.

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