At present, the dividend ceiling of smart phones is gradually emerging, especially the competition in the Chinese market is particularly fierce. In January, Huawei's sales were 4.72 million units, a slight decrease of 0.4%, and sales were 10.89 billion yuan, a decrease of 1.5%.
"P10 Guicheng is something that I didn't expect. Isn't it necessary to stop shipping." When Yu Chengdong, CEO of Huawei's consumer business, announced the price of the P10, a reporter at the scene gave such a sigh.
Obviously, she was worried. In the subsequent interview, Yu Chengdong not only emphasized Huawei's determination to enter the mid-to-high-end mobile phone market in the future, but also made it clear that the sales target of the P10 series products was 10 million or even higher.
You know, the high-configuration version of Huawei's P10Plus is more than 5,000 yuan, and three years ago, the ASP (average sales unit price) of Huawei's mobile phones was only $176. So much so that there was a ridicule: people who had no money before bought Huawei phones, but now they have no money to buy Huawei phones.
Out of the accumulation of research and development and the accurate judgment of the market, Huawei’s achievements in the field of mobile phones are obvious to all, but if the price is sold above 5,000 yuan, is the market really ready? Perhaps, both for domestic mobile phones and the market, this is all Not an affirmative answer.
First of all, the dividend ceiling of smartphones is gradually showing up, especially the competition in the Chinese market is particularly fierce.
In Sino's overall market report in January this year, Huawei's mobile phone brand (except for e-commerce glory) sales and sales showed a double decline. In January, Huawei's sales were 4.72 million units, a slight decrease of 0.4%, and sales were 10.89 billion yuan, a decrease of 1.5%. The market rankings of the two lists are only fourth.
Of course, with the glory data, Huawei is still the first in the list, but perhaps it can better reflect the strength of Huawei in the mid-to-high-end market. After all, Glory has always been a branch of Huawei's main low-end market in the past. .
Secondly, in terms of emotional communication with consumers, Huawei is obviously not in the same style as other manufacturers. The collision of engineers' thinking in the market also caused Huawei's terminal department to see the gap. Therefore, it can be seen that in recent years, the spokesperson of the international fan and the emphasis on design are Huawei's efforts to find new places, but the problem is that Rome was not built in a day, and consumers, especially high-end consumer groups, have a product power and brand. The force requirements may be higher. In addition to issuing catch-up slogans to Apple and Samsung, Huawei may also need to learn the market communication capabilities of other domestic mobile phone manufacturers.
A typical case is how many people know that there is a cow technology "knuckle screenshot" in Huawei's P series. A person who has used Huawei products for a year does not know how to use this technology. The mismatch of communication power and hardware capabilities is also a barrier for Huawei in the high-end market.
But when it comes to catching up with Apple and Samsung, Huawei is serious. Yu Chengdong wasn’t even afraid of his boss’s “fines”. Not only did the P10 compare with the iPhone 7 in screen, battery, communication and other functions at the press conference, but also stated that many indicators were “throwing away from Apple and Samsung”.
This kind of bragging may be useful in the low-end market in the past, because domestic mobile phones have made rapid technological advancement, and the price-performance ratio is higher than foreign brands. The growth of China's mobile phone supply chain also supports domestic mobile phones in the 3,000 yuan market. Outbreak. But when the price line exceeds 5,000 yuan, perhaps consumers will compare more and make more demands. After all, nostalgia and national sentiment cannot support the outbreak of the high-end market, and product cattle are the real cattle.
Looking at the gap between domestic brands and Apple, perhaps the biggest gap is still the closed-loop ecology. Apple's iOS is a high wall of Apple's mobile phones, and Apple has been strengthening its ecological capabilities, and this ability is also bringing considerable revenue to Apple. At this point, Huawei may be catching up. It is understood that in 2016, the cumulative number of users in the Huawei application market reached 600 million, and application downloads reached 45 billion, an increase of 157% year-on-year. But the number of developers is only 240,000, and the gap is still there.
But some people say that this is a common problem with Android phones, but seriously think about it, blindly attribute the slow operation of the machine to the problem of Android. As a brand that strives to be the world's first, this should not actually be a problem.
The 5000 yuan market is actually a deep-water area of the mobile phone market and a battlefield against international brands. Huawei dares to challenge Samsung and Apple. We should like this company, but for domestic mobile phones, including Huawei, this will be A dangerous move is also a tough battle, and you need to prepare for a long run. Three or two years, maybe it's really not enough.
