Sure enough, thirteen incense! Apple's global sales surpass Xiaomi and return to second place! Glory also made a strong comeback

苹果的降价举措对安卓阵营的高端机器市场产生了很大影响。

Apple's initiative to cut prices has had a lot of impact on the Android camp's high-end machine market.

10月29日，市场研究机构IDC的最新数据显示，今年第三季度全球手机出货总量达到3.312亿部，同比下降6.7%。

On October 29, the latest data from IDC, a market research organization, showed that the total global mobile phone shipments in the third quarter of this year reached 331.2 million, a year-on-year decrease of 6.7%.

新发布的iPhone13系列的热销帮助苹果实现了20.8%的出货增长。与此同时，全球排名也超过了小米，回到了第二位。

The hot sales of the newly released iPhone 13 series helped Apple achieve a shipment growth of 20.8%. At the same time, the global ranking also surpassed Xiaomi and returned to second place.

在国内市场，随着荣耀的回归，安卓机器市场再次洗牌，荣耀份额迅速上升至第三位，超过小米。

In the domestic market, with the return of glory, the Android machine market shuffled again, and the share of glory quickly rose to the third place, surpassing Xiaomi.

苹果重返世界第二位

Apple returned to second place in the world

今年9月，苹果发布了一系列新产品，其中最受欢迎的是iPhone13系列。尽管iPhone 12作为一个整体，新机器的发展受到限制，但较低的价格使得消费者在高端机器选择方面更倾向于苹果。

In September this year, Apple released a number of new products, of which the most popular is the iPhone 13 series. Although the evolution of the new machine is limited with the iPhone 12 as a whole, the lower pricing makes consumers more inclined to apple in terms of high-end machine selection.

10月29日，市场研究机构IDC的最新数据显示，今年第三季度全球手机出货量同比下降6.7%，而苹果则逆势上涨20.8%，重返全球销售排行榜第二位。

On October 29, the latest data from IDC, a market research organization, showed that global mobile phone shipments fell 6.7% year-on-year in the third quarter of this year, while Apple bucked the trend and increased by 20.8%, returning to the second place in the global sales list.

具体而言，三星本季度出货6900万台，同比下降14.2%，但仍以20.8%的市场份额位居世界第一；苹果受益于新机器的发布，第三季度出货量为5040万台，同比增长20.8%，市场份额为15.2%，位居世界第二；第三季度，小米出货4430万台，同比下降4.6%，但以13.4%的市场份额排名第三。其次是维梧和oppo，出货量分别为3330万和3320万，市场份额分别为10.1%和10%。

Specifically, Samsung shipped 69 million units in this quarter, down 14.2% year-on-year, but still ranked first in the world with a market share of 20.8%; Apple benefited from the release of the new machine, with a shipment of 50.4 million units in the third quarter, a year-on-year increase of 20.8%, and ranked second in the world with a market share of 15.2%; Millet shipped 44.3 million units in the third quarter, a year-on-year decrease of 4.6%, but ranked third with a market share of 13.4%. Followed by vivo and oppo, the shipments were 33.3 million and 33.2 million respectively, with a market share of 10.1% and 10%.

招商局电子行业首席分析师严帆预测，考虑到今年第二季度和第三季度安卓市场高端机器升级势头不佳，以及一些客户希望转移到苹果，今年苹果的13系列预计将成为11系列。虽然创新是平淡的，但销量预计将超过预期。预计今年的库存量将接近9000万股，超过过去同期的库存量。

Yan fan, chief analyst of China Merchants electronics industry, predicts that considering the poor upgrade momentum of high-end machines in the Android Market in the second and third quarters of this year and the desire of some customers to transfer to apple, Apple's 13 series is expected to be as 11 series this year. Although the innovation is flat, the sales volume is expected to exceed expectations. The stock volume in the year is expected to be close to 90 million, surpassing the stock volume in the same period in the past.

荣耀强势回归

Glory strong comeback

在国内手机市场方面，glory在magic3系列发布后，其国内市场份额迅速增加。

In terms of the domestic mobile phone market, glory has rapidly increased its domestic market share after the release of magic3 series.

根据国际技术市场分析和咨询公司canalys今天发布的报告，glory的国内手机销量在今年第三季度达到1420万部，其市场份额从第二季度的9%上升到第三季度的18%。它重返中国手机市场的第一梯队，超越小米，排名第三。

According to the report released today by canalys, an international technology market analysis and consulting company, glory's domestic mobile phone sales reached 14.2 million in the third quarter of this year, and its market share increased from 9% in the second quarter to 18% in the third quarter. It returned to the first echelon of China's mobile phone market, surpassing Xiaomi and ranked third.

市场份额领头羊维梧发货1830万台，占23%；Oppo出货1650万台，占21%。

The market share leader vivo shipped 18.3 million units, accounting for 23%; Oppo shipped 16.5 million units, accounting for 21%.

其他安卓品牌抢占了部分国内市场和海外中低端市场，但由于荣耀的参与，格局存在一定的不确定性，手机零配件供应链持续紧张，5g替代力量不足。中信证券将小米、oppo和维梧2021年的销售预测分别修改为185/145/1.35亿股，而此前的预测为190/150/1.4亿股。

Other Android brands seize part of the domestic market and overseas middle and low-end, but there are certain uncertainties in the pattern due to the participation of glory, and the supply chain of mobile phone parts and components continues to be tight and the power of 5g replacement is insufficient. CITIC Securities revised the sales forecast of Xiaomi, oppo and vivo in 2021 to 185 / 145 / 135 million units respectively, compared with the previous forecast of 190 / 150 / 140 million units.

雷军曾提出三年内成为世界第一

Lei Jun once proposed to be the first in the world in three years

今年上半年，全球疫情持续爆发，国内疫情防控措施到位。虽然疫情偶尔发生，但总体上是可控的。

In the first half of this year, the global epidemic continued to break out, while domestic epidemic prevention and control measures were in place. Although the epidemic occurred sporadically, it was generally controllable.

在这种情况下，苹果取消了春季新闻发布会，而小米在春季新闻发布会上发布了几款高端机器，如小米11 pro和小米11 ultra，推动了销售增长。根据canalys发布的第二季度全球智能手机市场份额报告，第二季度全球智能手机出货量同比增长12%，其中小米以17%的份额首次超过苹果，成为全球第二大智能手机供应商。

In this context, apple cancelled the spring press conference, while Xiaomi released several high-end machines such as Xiaomi 11 pro and Xiaomi 11 ultra at the spring press conference, driving sales to increase. According to the global smartphone market share report in the second quarter released by canalys, the global smartphone shipment in the second quarter increased by 12% year-on-year, of which Xiaomi surpassed apple for the first time with a share of 17% and became the second largest smartphone supplier in the world.

2014年第三季度，小米首次进入世界前三名，但很快就跌出了世界前五名。2020年第三季度，小米重返世界第三位。仅仅过了两个季度，小米的全球排名又提高了一个季度。

In the third quarter of 2014, Xiaomi entered the world's top three for the first time, but soon fell out of the world's top five. In the third quarter of 2020, Xiaomi returned to the third place in the world. After only two quarters, Xiaomi's global ranking has been improved by another.

雷军当时说，世界第二意味着更大的挑战和更大的责任。当小米第一次站在这个高度时，它将面临一场激烈而焦虑的拔河。与目前的庆祝活动相比，雷军希望小米能尽快坐上世界第二的位置。

Lei Jun said at that time that the second place in the world meant greater challenges and greater responsibilities. When Xiaomi stands at this height for the first time, it will face a fierce and anxious tug of war. Compared with the current celebration, Lei Jun expects that Xiaomi can really sit second in the world as soon as possible.

然后，在雷军2021年的年度演讲和小米的秋季新品发布会上，雷军提出了一个新的目标：在三年内赢得世界第一。

Then, at Lei Jun's annual speech in 2021 and Xiaomi's autumn new product launch, Lei Jun put forward a new goal: to win the first place in the world in three years.

Lei Jun在讲话中说："不要低估世界级巨头的实力。我们仍然是一个年轻的公司。我们需要非常冷静，看到差距，继续打下坚实的基础，稳步发展。目前，Xiaomi的任务是真正站在世界第二位。"我们将继续改善用户体验。发挥智能制造优势，稳步走高端之路，这正是小米在新十年需要重点关注的。

Lei Jun said in his speech, "don't underestimate the strength of world-class giants. We are still a young company. We need to be very calm, see the gap, continue to lay a solid foundation, and make steady progress. At present, Xiaomi's task is to truly stand second in the world." we will continue to improve user experience, give play to the advantages of intelligent manufacturing, and steadily practice the high-end road, This is exactly what Xiaomi needs to focus on in the new decade.

编辑：万建利

Editor: Wan Jianli

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update time：2021-10-30 18:14:09