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The Chinese Smartphone Market: Analysis of Brand Competition and Consumer Preference, September – October 2014

The Chinese Smartphone Market: Analysis of Brand Competition and Consumer Preference, September – October 2014

Amid the growing importance of ecommerce in China, this research focuses on international, Chinese and Taiwanese smartphone models sold in China through two major B2C (Business to Customer) websites, tmall.com and jd.com, which constitutes a combined share of over 70% in the China ecommerce market. The report analyzes the volume ranking by smartphone brand and presents their online visibility ranking, brand favorite mapping, and key factors influencing purchase of smartphone brands as well as some user reviews. Also included is the analysis of user characteristics of smartphone brands in China, including Apple, Samsung, Nokia, Huawei, Xiaomi, HTC, and ASUS, with user distribution by gender, age, and hobby. The content of this report is based on a large volume of online data obtained from tmall.com and jd.com and, after performing big data analytics, some finding on internet users' purchase behavior patterns are discovered.


  • Executive Summary
  • Research Overview
    • Research Objective
    • Data Resources and Collection Methods
  • Product Sales
    • Smartphone Brand Ranking by Number of Items on Chinese Online Store Shelves
    • Volume Ranking by International and Chinese Smartphone Model in China
    • Volume Ranking by International Smartphone Model in China
    • Volume Ranking by Chinese Smartphone Model in China
    • Volume Ranking by Taiwanese Smartphone Model in China
  • Brand Position
    • Smartphone Brands' Online Visibility Ranking in China
    • Mapping of Brand Favorite
  • Product Awareness
    • Mapping of Factors Influencing Purchase of Top-5 Smartphone Brands
    • Factors Affecting Purchase of iPhone 4S and User Reviews
    • Factors Affecting Purchase of Redmi 1S and User Reviews
    • Factors Affecting Purchase of HTC Desire 816t and User Reviews
  • User Characteristics
    • User Characteristics of Apple in China
    • User Characteristics of Samsung in China
    • User Characteristics of Nokia in China
    • User Characteristics of Huawei in China
    • User Characteristics of Xiaomi in China
    • User Characteristics of HTC in China
    • User Characteristics of ASUS in China
  • Conclusion
    • Brand Competition Analysis
    • Consumer Preference Analysis

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