A reorganization and job cuts in its smartphone business are apparently not producing quick dividends for Lenovo. The latest statistics from research firm IDC show that Lenovo has fallen out of the top five among global manufacturers.

Apparently even Hollywood’s Ashton Kutcher’s expanded role with the company to help smartphones announced earlier this year isn’t providing much of a kick.

IDC reported Wednesday that Lenovo was dumped from fourth place and Xiaomi fell out of fifth, both replaced by fast-growing rival China-based firms that are focused on cheaper phones. OPPO and Vivo are No. 4 and No. 5.

Lenovo is now part of the “other category,” a group of manufacturers that saw shipments fall more than 11 percent.

In the last quarter of 2015, Lenovo’s shipments fell sharply to 20.2 million from 24.7 million year-over-year. For the year, sales plunged from 93.7 million a year ago to 73.9 million.

However, the news wasn’t good for No. 1 and No. 2 Apple, either, as both saw sales decline year-over-year even as the total smartphone market boosted sales to 334.9 million from 334.3 million. Huawei remained third, but it is surging with shipments up 54 percent.

“The minimal growth this quarter is primarily attributed to strong smartphone saturation in developed markets, as well as a year-over-year decline from both Apple and Samsung, the two market leaders,” IDC reported.

Sales in China – long a driver for the smartphone sale explosion – for Lenovo and Xiaomi suffered from cheaper phones made by OPPO and Vivo. Overall sales in China grew only 2.5 percent in 2015 compared to 62.5 percent growth in 2013. Prices for phones also increased on average to $257 last year from $207 in 2013.

“Along China’s maturing smartphone adoption curve, the companies most aligned with growth are those with products serving increasingly sophisticated consumers. Lenovo benefited with ASPs below US$150 in 2013, and Xiaomi picked up the mantle with ASPs below US$200 in 2014 and 2015. Now Huawei, OPPO, and vivo, which play mainly in the sub-US$250 range, are positioned for a strong 2016,” said Melissa Chau, senior research manager with IDC’s Worldwide Quarterly Mobile Phone Tracker, in a statement 

“These new vendors would be well-advised not to rest on their laurels though, as this dynamic smartphone landscape has shown to even cult brands like Xiaomi that customer loyalty is difficult to consistently maintain.”

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