In the smartphone industry, a year is very long as well as short. This means that a lot can happen within a year and also nothing can happen within a year. Time for smartphone brands is like a torrent, if you don’t advance, you will retreat. This is true for most smartphone brands, especially for manufacturers in a fiercely competitive environment. Recently, Chnbrand, China’s leading brand rating and brand consulting agency, released the 2022 China Customer Satisfaction Index – Mobile Phone Satisfaction Ranking. Mobile China found that users’ satisfaction with Chinese mobile phone manufacturers has changed a lot. However, the significant changes have been on for only the past two years
The 2022 smartphone customer satisfaction rankings show the top nine smartphone brands. The smartphone brands with the highest customer satisfaction are
Apple, Huawei, and Xiaomi are the top three brands with the highest customer satisfaction (C-CSI). The C-CSI scores for these three brands are 86.2, 85.5 and 83.1 respectively. Comparing this top three ranking to that of 2021, there are no significant changes. However, looking at the 4th – 9th ranking, there are a lot of changes. OPPO directly rose 4 places to rank fourth; Honor drops 1 place to rank fifth while iQOO and Redmi are newbies on the list, ranking sixth and seventh respectively. Vivo and Samsung drop 3 and 2 places respectively to rank eighth and ninth respectively.
Judging customer satisfaction
The third-ranked Xiaomi user loyalty is even worse, with a score of 76.3 points, and the other two scores are 86.6 points and 83.9 points respectively. From the ranking, we can see that the general customer satisfaction with Xiaomi smartphones is high. In addition to Xiaomi, OPPO’s user loyalty also exceed 70 points, specifically 72.2 points. In addition, the overall satisfaction score also hit 82.2 points, leaving other mobile phone manufacturers on the list behind.
Changes in smartphone customer satisfaction rankings in the past 3 years
For reference, the top nine brands in terms of mobile phone satisfaction in 2021 are Apple, Huawei, Xiaomi, Honor, Vivo, OnePlus, Samsung, OPPO and Meizu. The top nine smartphone customer satisfaction rankings in 2020 are Huawei, Apple, OPPO, Samsung, Vivo, Xiaomi, Meizu, Honor, and Lenovo. We can consider 2021 as the year of the “rise” of Xiaomi and Honor. Relative to 2020, Xiaomi and Honor will rise 3 and 4 places respectively in the satisfaction rankings in 2021.
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Among them, compared with 2020, Xiaomi’s customer loyalty will increase by about 9 points in 2021. The company’s overall satisfaction will increase by about 5 points. Furthermore, factor satisfaction will increase by 5.5 points; compared with 2020, Honor customer loyalty will increase by 7 points. For more points, the overall satisfaction will increase by about 15 points, and the factor satisfaction by about 9 points. In one year, the improvement of glory is huge.
Vivo’s ranking did not change and it remains at No. 5. OnePlus took 6th place on the list for the first time, while Samsung, OPPO, and Meizu dropped 3, 5, and 2 places, respectively, to 7th, 8th, and 9th. Among them, OPPO has dropped the most. Compared with 2020, OPPO’s customer loyalty in 2021 will drop by about 8 points. Furthermore, its overall satisfaction will drop by more than 10 points, and factor satisfaction will drop by about 6 points.
To sum up, Apple and Huawei have been hovering in the No. 1 and No. 2 positions for the past three years. Both brands have been recording very high and stable user satisfaction. Xiaomi has been in the top three for the past two years. OPPO has been ups and downs, but its strength is still there. Honor has “counterattacked” while Samsung and Meizu are not as good as one year earlier.
The ups and downs of mobile phone manufacturers in the past 8 years
The development of mobile phone manufacturers has almost stabilized by 2022. Apple, Huawei, Xiaomi and now Honor, are “mainstream mobile phone manufacturers” in terms of sales. From 2015 to 2022, there have been a few changes in the smartphone industry.
In 2015, Chinese mobile phone brands hit a low-speed growth where many brands were replacing their stocks. The penetration rate of smartphones in the Chinese mainstream consumer groups tends to be saturated, and the demographic dividend of smartphones disappears. In 2015, the top 6 mobile phone brands in Chnbrand’s smartphone customer satisfaction ranking were: Apple, Xiaomi, Samsung, Nokia, Huawei and Lenovo. At that time, Apple’s customer loyalty, overall satisfaction, and factor satisfaction scores were 84.8 points, 74.7 points, and 70.0 points respectively. Xiaomi’s were 77.2 points, 70.2 points, and 61.6 points respectively.
However, in 2016, Huawei began to counterattack, and 2016, 2017, 2018 and 2019 were four years of blooming. In 2016, a total of 18 brands entered the customer satisfaction ranking list. They are Apple, Huawei, Samsung, Xiaomi, LG, Vivo, Sony, Nokia, Motorola, OPPO, Meizu, Lenovo, Gionee, ZTE, Tianyu, HTC, Haier and Coolpad. In the face of fierce competition, although Nokia and Lenovo scored higher than the previous year, their rankings were declining.
In 2017, it was even more exaggerated, with a total of 24 models on the list. In order: Huawei, Apple, vivo, Samsung, Honor, LeTV, OPPO, Xiaomi, Meizu, LG, ZTE, Gionee, Sony, Nokia, Lenovo, Motorola, TCL, Duowei, Haier, Tianyu, Changhong, HTC, Coolpad and Philips. This year, many brands were popping up from everywhere. Honor and LeTV achieved good results for the first time on the list; Vivo, OPPO, and ZTE continued to rise; Xiaomi, LG, Sony, and Nokia continued to decline.
In 2018, the fluctuation for many smartphone brands started. The rankings are Apple, Huawei, OPPO, Samsung, Lenovo, Gionee, Xiaomi, Vivo, Philips, Honor, Sony, Tianyu, LG, Meizu, Haier, Nokia, Motorola, HTC, TCL, ZTE, Changhong and Coolpad. OPPO, Lenovo, Gionee, Philips and other brands have risen significantly, while Vivo, Honor, LG, Meizu, Nokia, Motorola and ZTE have dropped in the rankings.
In 2019, Vivo, Honor, Motorola, Nokia, ZTE and other brands made great efforts, and their rankings rose one after another. This year, the top 10 brands were Huawei, Apple, Vivo, OPPO, Honor, Samsung, Xiaomi, Lenovo, Sony, Philips, etc., which are basically familiar brands.
In 2020, Meizu made efforts to enter the top 10. The mobile phone manufacturers ranking 1-9 are: Huawei, Apple, OPPO, Samsung, Vivo, Xiaomi, Meizu, Honor and Lenovo.
By 2021, Honor and Xiaomi continues to exert their efforts and enter 3rd and 4th place respectively. By 2022, those crossover brands will hardly be seen on the list. Even the sub-brands of major manufacturers such as iQOO and Redmi began to enter the list.
From 2015 to 2022, the mobile phone market has gradually stabilized, and “the strong are always strong”. The sub-brands launched by major manufacturers have also begun to “bear fruit” and gain a reputation in the market. But will this situation last long? Not necessarily.