Zte's Shipments Of Mobile Phones In Q3 Exceeded Apple

When the global mobile phone industry is undergoing a major reshuffle

, the Chinese manufacturers have quietly ranked among the global mainstream. ZTE's shipments in the third quarter were 19.1 million units, ranking the fourth in the world beyond before Apple. The market share was 4.9%, very close to the third-largest mobile phone manufacturer LG's market share of 5.4%. ZTE plans that its mobile phone shipments can be among the first three in the world in the next 3 to 5 years.

In the second quarter of this year, Apple shipped 20.3 million out, while it fell to 17.1 million in the third quarter. In this regard, Apple was squeezed under the rank of ZTE may be main be related with the late launch of the new iPhone this year, thereby affecting the actual quantity shipped. It perhaps will change in the fourth quarter.

The shipments of ZTE increased 57.9% compared with the same period of the last year. In addition, the report shows that in the third quarter, Nokia still holds the top spot, but its market share has dropped to 27.1%, only 4.8 percentage points higher than Samsung, which is in the second place.

With ZTE's deepening of international strategy in 2006 and it signed up 10 million mobile phones with Vodafone, its mobile phone business began to gain a firm foothold in the international arena. In 2008, its shipments are the world's sixth. At that time, many products used the ODM way and it did not have its own brand.

In the past two years, ZTE began to build its own brand ZTE. Currently, ZTE's own brand products have accounted for 60% of its total shipments. In the first half of this year, ZTE's terminals products have been sold in 140 countries and regions. It sold 35 million units of phones, an increase of about 30% compared with the same period of the last year, more than the industry's average level.

For the significant market share increase, it is closely related with its market orientation. ZTE's advantage is its entry-level smart phone products. The current global operators are competing for the development of the users. After monopolizing the high-end customers through iPhone, they want to develop new mobile phone users by sending low-cost phones. While ZTE's mobile phone's price is not high but it has a good performance. It is not surprising that ZTE's shipments are over Apple. Because Apple is taking the high-end fashion line and its profit margins is far more than ZTE.

by: Amanda Xia

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