On July 31, Huawei's performance in the first half of 2018 was released. According to the official website, Huawei's sales revenue during the period was RMB 325.7 billion, a year-on-year increase of 15%, and its operating margin was 14%.
Huawei's consumer business BGCEO Yu Chengdong said at the NOVA conference: 'As of July 18, Huawei's mobile phone shipments have exceeded 100 million units this year, nearly two months earlier than last year.' And 2017 Huawei mobile phone The annual shipment volume is 153 million. This year's shipments are expected to exceed 200 million. According to Huawei insiders, the sales growth rate of Huawei's terminal business unit will be close to 40% this year. The growth of overseas markets has become the main boost. .
In fact, not only Huawei's performance in overseas markets is eye-catching. According to the latest research results of Jibang Consulting, China's smart phone brand has stabilized the global market by expanding its overseas market. It is estimated that the global market share will expand to 54% this year. .
'Chinese brand manufacturers including IDH (IndependentDesignHouse) have experienced rapid growth in the past few years. Last year, they began to break through the past smart phone market pattern led by Korean brands such as Korean and American brands, including more than half of global market share. State consulting analyst Yao Jiayang pointed out.
Take the global market
In the Southeast Asian market, Rajaev Nair, senior analyst at StrategyAnalytics, pointed out to the First Financial Reporter that in the first quarter of 2018, the share of Chinese suppliers in the smartphone market in Southeast Asia has now grown to more than one-third, and the top three in sales. From domestic mobile phone manufacturers. From a single brand, the sales volume of many mobile phone manufacturers has surpassed Apple and Samsung in some regional markets.
For example, in the first half of the year, overseas sales increased by 150%. In the second quarter, the company surpassed Apple in the Russian market and leapt to the second largest smartphone brand. It is still in the basic stage, and the future development should be in 2019 or even 2020.
According to local media reports in India, according to data released by market research company CounterpointResearch, in the second quarter, one plus mobile phone market share in India's high-end smart phone market exceeded 40%, Samsung ranked second with 35% market share, while Apple For the first time, it ranked third with less than 14% market share.
'Every time there are 3 smartphones sold in the world, there is a Chinese brand.' This is the conclusion of a foreign market research agency recently based on the supply of the world's major smartphone manufacturers from 2015 to 2017. According to the data, in 2017, 9 of the top 12 smartphone manufacturers in the world are Chinese companies.
In the research forms of major research data companies, the total share of Chinese companies in the world market in 2017 was generally around 42% to 45%. However, with the acceleration of the tide, this share gradually broke through 50% in the first half of this year, especially It is a fast-growing region in India, Russia and Europe.
'The top six mobile phone manufacturers in Q1 in 2018 do not have local Indian suppliers. The 4G functional machine market will grow four times in 2018 and may account for more than half of India's total functional machine market by 2020. ' RajeevNair said that India The high-end smartphone segment (more than 35,000 rupees, about 3,500 yuan) is still a niche, with only 6% of potential buyers, and more than half of smartphone buyers may spend between 10,000 and 20,000 rupees (about 1000~2000 yuan) to buy a new machine. The price range of the latter is the advantage of Chinese manufacturers.
'In fact, the Indian market, we have been exploring and swaying until 2018. The company has also made it clear in 2017 that the entire management team must have a long-term strategy for the Indian market. So, the Indian market for glory brands, user groups and businesses The model is more suitable, and the e-commerce is highly developed. So, in 2017, we will set it down. India is based on three-year planning, including cooperation with factories, local production, long-term team, capacity building, and the whole idea. Transfer the e-commerce and traders in China to India as the supervisor, and operate the Indian business in a glory manner. After the strategy is clear, the business will be smoothed out. 'Zhao Ming told reporters that the sales of the glory in the Indian market in the first half of this year increased year-on-year. 300%.
But Chinese manufacturers’ 'going for overseas' is just beginning. RajeevNair told CBN reporters that not only the Indian market, but in the first quarter of 2018, the share of Chinese suppliers in the smartphone market in Southeast Asia has now grown to three-thirds. One or more. A year ago, Q1, China’s smartphone sales accounted for nearly a quarter of SEA’s smartphone sales. As the overall SEA market fell by 6%, Chinese smartphone vendors merged in the first quarter of 2018. The volume of goods increased by 18% annually.
Battle of the mighty
Yao Jiayang believes that Chinese brands can stand out from the fierce competition and continue to expand market share, mainly due to the successful pricing strategy, emphasizing high cost performance and complete product distribution in various price ranges, enabling them to win market in new development areas.
But the real knock on the overseas market is far more complicated than imagined. Mobile phone manufacturers relying on press conferences and marketing-driven disorderly competition may no longer work, and the threshold of technology and the threshold of products are not easy to pass.
'The next stage is a strong competition. The Chinese market and the global market have this trend. The top five brands or the top six brands. In the Chinese market, the situation in the global market is very similar. In the global market, for example Europe, like Huawei, Samsung, Apple is the top three, many traditional brands in the future have declined in Europe, and other brands have begun to grab new market share in Europe. This trend is actually tested when it turns from a local war to a global war. It is the ability of globalization. 'Zhao Ming told reporters that in the future global trading system, the whole requirements are becoming more and more strict. In the international trade system, Chinese manufacturers must follow commercial principles, trade compliance, including patent issues.
'When you go out, it’s not how low your price is. The low price also involves dumping. In the end, in international trade, you still have to win by value. Apple sells at the highest price and sells well? This is the brand’s Value. In the future global competition, who can polish their own technology and products according to global business rules, who can go further, and who wins will see who is going faster, who is more patient. International Trade and privacy security pose new challenges for business. 'Zhao Ming believes.