June 2012 China Mobile Market Analysis Report

Report points:

· Brand attention pattern: In June, China's mobile phone market brand awareness was stable. In addition to the changes in the rankings of OPPO, LG, and Tianyu brands, other brands remained stable.

Product Focus: Apple's iPhone 4S (16GB) is still the most popular mobile phone model with a 3.2% interest rate. Compared with the previous month, the percentage of its concerns has dropped slightly. HTC One X is among the top three.

Product Characteristics Analysis: The attention of smartphone users continues to increase, reaching 94.2% this month, and the proportion of 3G mobile phones and domestic mobile phones are all showing different growth rates. Compared with May, the proportion of models focusing on the price segment of 1001-2000 yuan in June increased by 2.1%. The 3.6-5.0-inch product has attracted users' attention to the mainstream and has accumulated nearly 70% of attention.

Case Study: In the Chinese mobile phone market from January to June 2012, Lenovo’s brand awareness has steadily increased. It reached 4.6% in June, an increase of 1.4% from January. Lenovo's newly introduced 5.0-inch large-screen mobile phone was highly favored by users in June, and the index of concern showed a linear upward trend.

Brand attention pattern

• The brand attention pattern remained stable, and individual brand ranking changes showed that in the Chinese mobile phone market in June 2012, Samsung’s 22.8% concern was still the brand most concerned by users, followed by HTC, and the percentage of attention was higher than that of the previous month. A slight decrease of 0.6%. Nokia still ranks third with a 10.7% interest rate. Motorola, Apple, and Sony Mobile are concerned about the proportion of three major brands. Lenovo led the domestic mobile phone camp with a ratio of 4.6%, which is 0.4% ahead of Huawei.



(Chart) Distribution ratio of brand awareness in China's mobile phone market in June 2012 Compared with the previous month, the pattern of brand awareness in the mobile phone market remained stable this month, with the exception of OPPO, LG, and Tianyu. The rankings are stable. Among the top three brands, relying on the help of the Galaxy SIII, Samsung’s attention has increased by 0.4% from the previous month. HTC and Nokia all experienced different declines. Lenovo and Huawei have noticed a significant increase in their ratios.

Table May to June 2012 China Mobile Phone Brand Concern Ratio Comparison Ranking May 2012 June 2012 Brand Concern Ratio Brand Concern 1 Samsung 22.40% Samsung 22.80% 2 HTC 15.60% HTC 15.00% 3 Nokia 11.70% Nokia 10.70% 4 Motorola 8.20% Motorola 7.70% 5 Apple 7.40% Apple 7.30% 6 Sony Mobile 7.00% Sony Mobile 7.10% 7 Lenovo 4.10% Lenovo 4.60% 8 Huawei 3.70% Huawei 4.20% 9 Millet 3.10% Millet 3.20% 10 ZTE 2.70% ZTE 2.90 % 11 Meizu 2.70% Meizu 2.20% 12 Cool 1.90% Cool 2.00% 13 LG 1.70% OPPO ↑ 1.80% 14 Tianyu 1.30% LG ↓ 1.50% 15 OPPO 1.10% Tianyu ↓ 1.00% —— Other 5.40% Other 6.00%