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1、Market Beat Category Tracker China 2009 Market Beat Research Pty Limited. All rights reserved. 1 www.marketbeat.asia Top-30 Mobile Phone Brands in China NEW MARKET ENTRIES Microsoft and Google launched their own - and first Mobile Phone brands in 2009, entering the global market in the lead up to th
2、e Festive season. Lenovo, too, has launched its first Mobile Phone brand in the domestic market earlier this year. Whilst not amongst the top-5 Chinese brands, HTC, the home brand of the Taiwanese OEM manufacturer for many global brands, was continuing to expand its international footprint as the fi
3、rst Chinese Mobile Phone brand competing abroad. This report was brought to you as co-sponsored marketing effort by SSMS.cc and MarketBeat.asia prompting the Exhibition 2010 in Shanghai. The report provides up-to-date insights for decision makers in the consumer electronics and other retail categori
4、es in mainland China. The report tracked the top-32 Mobile Phone Brands in China during 2009 in ten second-tier cities throughout China. The findings were presented below based on a nationally representative sample. The data was collected quarterly by our internal field teams using the advanced CAPI
5、 / face-to-face method for random street interviews. Market Beat Category Tracker China 2009 Market Beat Research Pty Limited. All rights reserved. 2 www.marketbeat.asia COUNTRY OF ORIGIN By the 4th quarter 2009 there were more than 30 Mobile Phone brands available in mainland China. Among the Top-3
6、0 brands in this category there were 11 Global and 15 Chinese brands competing for the increasingly brand conscious Chinese consumers. By preference, the global brands accounted for 86% of the categorys market interest and the Chinese brands for a total of only 14%. Based on brand preference share,
7、the category growth of the global brands stagnated in 2009, while that of domestic brands doubled. This trend was reversed in the first-tier cities.-1 CATEGORY INTEREST China wide, the top-5 global brands included Nokia, Samsung, Sharp, iPhone and LG, together accounting for 86% of the total categor
8、y interest. The top-5 global brands accounted for 83% of this figure (demand concentration). Likewise, the top-5 Chinese brands included TCL, 康佳, 夏新, 技嘉 and 爱国者. Together, these accounted for 14% of the total category interest. The top-5 domestic brands accounted for 12% of this figure. The market i
9、nterest in Chinese brands was less concentrated than that for global brands, reflecting more domestic choice. 1) Report Brand Preference in first-tier cities, 2009.Market Beat Category Tracker China 2009 Market Beat Research Pty Limited. All rights reserved. 3 www.marketbeat.asia TOP-5 CHINESE BRAND
10、S - CATEGORY DOMINANCE TOM 0%1%1%2%2%3%3%4%4%5%4Q093Q092Q09Mobile Phone Brands in China - Quarterly Tracker 2009 Market Beat Research Pty Limited. www.marketbeat.asiaShare of Market康佳夏新爱国者华为TCL天语BRAND POPULARITY The brand popularity measure locked at three related performance indicators (KPI) for th
11、e top-5 Chinese and top-5 Global brands respectively: ? Spontaneous Brand Recall TOM% ? Brand Category Preference PREF% ? Brand Purchase Intent PI% These KPIs measured share-of-market on a nationally representative basis. They are consistent with the widely used AIDA marketing concept. The Chinese b
12、rands differed markedly from their global competitors. Apart from the higher market-share of the global brands, the domestic brands typically showed a stronger retail focus with a lower category dominance and brand value perception. This trend was less pronounced in the top-5 domestic brands than in
13、 less prominent domestic competitors. It was also evident in the globally focused HTC, that appeared to follow a retail driven strategy in China while emphasizing its premium brand internationally. Market Beat Category Tracker China 2009 Market Beat Research Pty Limited. All rights reserved. 4 www.m
14、arketbeat.asia Entering the 4th quarter and Christmas season the retail sales are expected to peak. The above charts show the brand dominance reflecting the relative share-of-voice in the category ad-spend. Nokia was gaining relative market share on Samsung, LG and Moto. 夏新 was gaining at the expens
15、e of 康佳 and other domestic brands. Finally, the forward looking purchase intent, that is an indicator of the brands demand in the near future, showed an optimistic picture. Based on these figures the domestic brands should expect double digit growth in 2010 with the demand for global brands growing
16、in the lower single digits. The Exhibition 2010 in Shanghai will provide an additional growth vehicle and marketing platform for the innovative brands to leverage this momentum and clime the list of the top-30 Mobile Phone brands in China. The Mobile Phones Brand China Market Beat Research www.marketbeat.asia Market Beat Category Tracker China 2009 Market Beat Research Pty Limited. All rights reserved.
