According to the latest report of global market research institute Jibang Consulting, in the off-season of traditional shipments, the demand for global smartphones in the first quarter was sluggish, and the buying momentum was not as good as expected. Major manufacturers have revised down the production volume in the first quarter, especially the Chinese smartphone brand. The impact is significant. Overall, the number of smartphones produced in the first quarter of 2017 was approximately 307 million units in 2017, with a quarterly decline of 23%.
Jibang Consulting said that although major smartphone brands such as Huawei, LG and Samsung have successively released their flagship models in 2017, consumers are generally holding a wait-and-see attitude before the release of Apple’s 10th anniversary in the third quarter. Influencing the buying power in the second quarter, and only seeing improvement in the second half of the year, it is estimated that the number of smartphone production in the second quarter of the world has only a single-digit quarterly growth rate.
Samsung J series supports sales momentum, the only counter-industry growth in the big factorySamsung was affected by the explosion of Note 7 last year, which caused its high-end mobile phones to perform worse than expected in the first quarter, but the performance of low-end and mid-range mobile phones is still remarkable. With the cost-effective J (Junior) series, it is unique. Continue to support sales momentum, let Samsung become the only mobile phone brand in the first quarter of the quarter. In the second quarter, although Samsung has the flagship model Galaxy S8 series blessing, but under the influence of the continued success of Apple's 10th anniversary, the contribution to sales figures is expected to be limited. Jibang Consulting estimates that in the second quarter, Samsung will rely on the low-end J series and the flagship Galaxy S8 series to increase its growth rate, which is expected to be flat. There will be 5% annual growth in the whole year.
Following the advent of Shishishi Black last year, Apple launched the new red iPhone 7 and iPhone 7 plus at the end of the first quarter of this year. In addition to boosting the market for grabbing the market, it is also a topic to continue the 10th anniversary. Thanks to the launch of the new color, Apple's production in the first quarter of 2017 declined by 36% in the first quarter, a significant increase from the 41% decline in the same period last year. However, Jibang Consulting estimates that before the release of the iPhone's 10th anniversary, the production of Apple in the second quarter will continue to decline by 17%, with a production volume of only 43 million.
In terms of LG, although the V20 launched in the second half of last year supported the first quarter shipment performance this year, under the influence of the market's low buying momentum, the production volume still experienced a sharp decline of nearly 40%. Jibang Consulting estimates that LG's performance in the second quarter is expected to be equal to the number of production in the same period last year, about 18 million units, driven by the upcoming new flagship G6.
The total production volume of Chinese brands has declined by 26% in the quarter, and the second quarter has actively reduced the level of parts and components. Affected by the uncertainty of China's mobile phone telecommunications subsidy program and the sluggish market buying momentum, the inventory level of finished products in the first quarter of China's smart phone brand manufacturers has increased slightly by one to two weeks compared with the past. Therefore, major manufacturers have revised down the first quarter. Production targets and stocking targets to adjust the stock level. Observing the second season, the flagship machines of China's smart phone brand 2017 were launched one after another. Under the influence of the old and new models and the new machine issues of Apple, the uncertainty of production and preparation of major brand factories in China was increased. Jibang Consulting pointed out that China's smart phone brand manufacturers have begun to adjust the inventory level of parts to meet the uncertainty of the second quarter market. 
In terms of China's top three brand factories, Huawei's production volume declined by about 22% in the first quarter, but the total production volume is still the highest in China and the third in the world. In the second quarter, driven by the official launch of Huawei's P10 series Leica dual-lens flagship model, it is estimated that it will bring about a 16% quarterly growth in total production, which is expected to be close to Apple's second quarter production.
Including the second and third largest OPPO and vivo of Chinese brands, the performance in the first quarter of 2017 was about 30% lower than that in the fourth quarter of last year. However, relying on the cost-effective strategy previously set in China and the goal of actively expanding overseas markets this year, the second quarter is expected to regain a little warmer, with an estimated 2 to 30% quarterly growth.
Xiaomi's growth performance in the first quarter of this year was flat, compared with only 12% in the same period last year. It is not as good as Huawei, OPPO, and vivo. In the second quarter, Xiaomi benefited from the launch of the new machine Note series, which is expected to grow by more than 10%.
In the first quarter, Lenovo launched a buying trend due to the lack of new models. The quarterly recession was nearly 30%, and it also declined by nearly 20% compared with the same period of last year, which means that Lenovo's market share continued to decline. Jibang Consulting estimates that Lenovo's growth rate in the second quarter is only a single digit.
Jibang Consulting further pointed out that under the leadership of China's smart phone brand manufacturers to launch new flagship machines, the growth rate of production in the second quarter is expected to be slightly warmer, but the Chinese domestic mobile phone market has reached a long plateau and Apple. The hot discussion on the new machine issue is expected to have limited growth space, especially for brand factories that have not expanded and overseas sales markets.
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