' The two quarter is not Apple's season, and more importantly, Huawei needs to steadily raise the proportion of high-end handsets, in other words, to expand the profits of the products.
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Recently, Huawei released the first half of 2018 operating results, Huawei's first half to achieve sales revenue of 325.7 billion yuan, for the outside world wide attention to the mobile business data, consumer business CEO Yu also officially disclosed, ' first half of the smartphone shipments more than 95 million units '.
It should be said that this is a very good result, 73.01 million units in the first half of 2017, up more than 30%, this growth in today's mobile phone industry is the leading.
With the rapid growth of shipments, Huawei's market share has also been steadily improved.
IDC's just released two quarterly data show that Huawei smartphone global shipments of 54.2 million units, market share of 15.8%, after Samsung 71.5 million, ranked second in the global market, the former market share of 20.9%.
More importantly, Huawei's market share in the quarter to surpass Apple's 41.3 million, compared with the company's market share than apple a whole more than 3.7%, to know that some of the end of the handset manufacturers, the total annual shipments add up to less than 3.7% of the level.
At the same time, Yu again hao, estimated this year Huawei smartphone shipments of 200 million, 2019 is a steady second, and in the fourth quarter of 2019 more than Samsung, become the world's largest smartphone brand.
Yu is not uncommon, and because of this, is a lot of people ridicule as ' more than mouth ', before this, Yu is said, ' In the future, only three to four smart machine manufacturers can survive, may be less than four '.
It is an indisputable fact that Huawei is growing fast. Two-quarter shipments beyond Apple has also come true, but it is important to note that the two quarter has not always been Apple's ' home ', the annual sales season is the fourth quarter, in other words, Huawei if the real stability of the more than Apple, the fourth quarter shipments is the key.
In addition, Apple's revenue and net profit both exceeded expectations in the latest quarterly earnings, but sales of 41.3 million iphones grew by only 1% compared with 41.026 million in the same period last year.
Then the problem came, shipments did not rise, revenue and net profit rose by 17% and 32% respectively, although Cook recognized the wealth of skills, but how is it done?
In a follow-up conference call, Cook's words opened the question, ' The iphone X is still the world's best-selling iphone model in the last quarter, and this, or that, is exactly what it is worth learning from.
In short, the IPhone X assumes the role of the main model in Apple's revenue structure. According to the third party's "CICC online" data, the IPhone x BOM cost of 412.75 U.S. dollars, equivalent to about 2820 yuan, the retail price of 999 U.S. dollars, the equivalent of 6835 yuan, gross margin of up to 586 U.S. dollars, but it is expensive prices and considerable profit margins,
Guaranteed Apple's revenue and net profit.
What is the performance of Huawei in this respect? According to the official data, the high-end MATE10 series up to the current global shipments reached 10 million units, the P20 series listed four months to 9 million units, in other words, Huawei's mobile phone shipments structure, there are more than 70 million for medium and low-end equipment, such a product structure, profit margins and Apple compared to
The gap is evident.
So Huawei's surpassing of Apple in the second quarter is encouraging, but it doesn't have to be blindly touting the quantitative advantage, on the one hand, that the number does not have the advantage of crushing, on the other hand, profit margin is the future of Huawei should consider.
On this issue, Ren has also criticized Yu's consumer business unit. "Ren recently criticized terminal profitability, Huawei's mobile phone 2016-year profit has barely increased and profit margins are falling."