Samsung Electronics and LG Electronics have apparently adopted a policy to launch as many as possible new smartphones in 2018, as a sharp contrast to their previous focus mainly on high-end models, to compete with other brands in nearly all segments globally in order to pump up their shrinking smartphone revenues, according to industry sources.

Samsung and LG have already launched nine and eight new smartphones, respectively, so far in the first half of 2018 compared to about 11 models released by the two vendors each in 2016 and 2017, respectively. Additionally, the two vendors also launched a number of models in some designated overseas markets in 2018.

The shotgun policy adopted by the two brands came at the time when the global smartphone market is reportedly heading downward, seeing total global unit shipments ebb by 3% on year in the first quarter of 2018, said the sources, citing data from market research firms.

Data from Strategy Analytics showed that Samsung's global share dipped to 22.6% in the first quarter of 2018 from 22.7% a year ago, while LG saw its share dive to a low of 3.3% in the quarter. During the same period, Apple's share strengthened to 15.1% from 14.4%, Huawei gained 2% to 11.4% and Xiaomi doubled to 8.2%.

Huawei, Xiaomi and other China brands have been able to leverage their models which normally come with high price/performance ratios, to undermine sales of other brands in all segments, particularly in Asia and Europe, indicated the sources.

Huawei has reportedly shipped over six million units of its P20 since its launch in June, which represented an increase of 81% as compared to its predecessor P10 for the same period of sales time, said the sources.

The P20 features a Kirin 970 CPU, triple-lens camera and supports AI applications, but is priced below that of Samsung's Galaxy S9, the sources added.

The performance of Xiaomi's Mi 8 has also been impressive, seeing its shipments reach over one million units in its first 18 days of sales. The specifications of the Mi 8, which features a 6.21-inch OLED display, Qualcomm Snapdragon 845 CPU and a dual 12-megapixel rear camera, are comparable to those of LG's V35 ThinQ, yet the Mi 8 is available at CNY2,699 (US$402) compared to a range of US$700-800 set for the V35.

Huawei's high price/performance models have also received well response in the Japan market, and the company is reportedly looking to penetrate into the Korea market, indicated the sources.