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Affected by the conflict between Russia and Ukraine, the overall global demand for smartphones is expected to decline by about 20 million units in 2022

发布时间: 2022/02/28 关注度: 291


Conclusion:

Affected by the conflict between Russia and Ukraine, it is expected that the overall global demand for smartphones may decline by about 20 million units in 2022. Samsung and Xiaomi may be significantly affected.


Reasons:

1. On February 24, 2022, the conflict between Russia and Ukraine escalated and it was decided to launch a "special military operation" in the Donbas region of eastern Ukraine.
2. The conflict between Russia and Ukraine is to seek bargaining chips. It is assumed that negotiations will start and the war will cease in March 2022, and the two sides will enter a recovery period in the second and third quarters. After the negotiations, the post-war reconstruction that Ukraine is mainly facing is not expected to gradually get on track until 22Q4. Russia has to face a decline in consumption due to further economic sanctions from Western economies. If all Russian financial institutions are removed from the SWIFT system, it will cause a backlash on the European economy, exacerbating global energy shortages and inflation.
3. In 2021, smartphone sales in Russia fell by 7% for the first time since 2017 to 29.4 million units, while sales increased by 28%, according to data from the Russian Svyaznoy store chain.
4. According to GSMA data, in 2021, there were about 130 million mobile users in Russia and about 39 million mobile users in Ukraine.
5. Considering that the current theater of operations is in Ukraine, therefore based on the above assumptions and various factors, Sigmaintell estimates that the overall global demand for smartphones may decline by about 20 million units in 2022, of which the direct decline is about 17 million and the indirect decline is about 3 million. (Negative factors such as rising logistics trade costs due to energy shortages, etc.).

6. At the same time, it is expected that Samsung's demand will decline by about 6-7 million units, and Xiaomi's demand is expected to decline by 5-6 million units. Realme/Honor may hardly increase in Eastern Europe, and Apple's decline will be smaller. Samsung and Xiaomi mainly deploy mid-to-low-end mobile phones in the Eastern European market, so the mid-to-low-end market may decline significantly.


中文:

结论:

受俄乌冲突影响,预计2022年全球智能手机整体需求可能下降约2000万部,三星、小米恐影响显著。

说明:

1. 2022224日,俄罗斯与乌克兰的冲突升级,决定在乌克兰东部的顿巴斯地区发起“特别军事行动”。

2. 俄乌冲突目的是为了寻求谈判筹码, 假设20223月开启谈判并停止交战,同时二季度、三季度双方进入恢复期。谈判后,乌克兰主要面临的战后重建进程,预计在2022年四季度才能逐步进入正轨。俄罗斯主要面临西方经济体对其的进一步经济制裁所带来的消费下降影响。如果将俄罗斯全部金融机构剔除SWIFT系统,造成对欧洲经济的反噬,加剧全球能源紧张、通胀形势。

3. 根据俄Svyaznoy连锁商店数据显示,2021年,俄罗斯智能手机销量自2017年以来首次减少7%,至2940万部,而销售额增长28%

4. 根据GSMA 数据,2021年俄罗斯的移动用户约为1.3亿,乌克兰的移动用户约为3900万部。

5. 考虑到目前战区在乌克兰,因此综合以上假设及多方因素,群智咨询(Sigmaintell)预计2022年全球智能手机整体需求可能下降约2000万部,其中直接下降约1700万,间接下降约300万(受能源紧张导致的物流贸易成本上涨负面影响因素等)。

6. 同时预计三星需求下降约600-700万部,小米需求预计下降500-600万部,Realme/Honor恐难在东欧有增量,苹果下降幅度较小。三星和小米在东欧市场主要布局中低端手机,因此中低端市场恐下降幅度较大。


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