HUAWEI Terminal To Improve The High-End Category Layout Mobile Ecosystem How To Solve The Bureau?

Since last year, HUAWEI mobile terminal is not the only leading actor in the product launch conference. In April 8th, HUAWEI launched the flagship P40 series of mobile phones in China, the high-end smart screen priced at over 20 thousand yuan X65, notebook, smart watch, Bluetooth headset and so on, and the number of terminal family members is increasing.

From the performance of HUAWEI in 2019, the consumer business of terminal products also took up half of the total revenue. According to its earnings report, HUAWEI sales revenue was 858 billion 800 million yuan in 2019, and sales revenue of consumer business was 467 billion 300 million yuan, up 34% from the same period, accounting for up to 54.4% of the total sales revenue in the three major businesses.

As an important engine of growth of HUAWEI, the business has also attracted much attention from other countries. In particular, the spread of overseas epidemic and the intensification of US sanctions, how will the terminal business respond to these challenges?

"The Chinese market recovered very quickly, and we recovered quickly from the end of February to the beginning of March. Consumer business is expected to grow, which is of course very difficult this year. "In April 9th, HUAWEI consumer business CEO Yu Chengdong said in an interview with the twenty-first Century economic report," although the market is declining, HUAWEI will not strive to increase its shipments and earn revenue. Strive for growth in China and strive for a reduction in overseas. "

At the same time, Yu Chengdong also said that if there were no sanctions, HUAWEI might become the world's first mobile phone last year. "But the US sanctions let us become an ecological company from an ecological less Hard Suits Inc." He also revealed that from the perspective of mobile phone supply chain, HUAWEI now can use American devices, and HMS is also making good progress overseas.

Yu Chengdong. Data map

Terminal corps to compete in hardware and software

At the end of the product, from various wearable devices to various screens, mobile phone companies compete in the whole category of racetrack and compete in the form of brand Legion. Positioning, HUAWEI continues to maintain the high-end brand line, from mobile phones, notebooks, watches to Zhi Huiping, are HUAWEI flagship products. In fact, HUAWEI brand has not been involved in low price niche competition, but has maintained a high-end image.

According to the introduction, in 2019, HUAWEI ranked second in the global mobile phone market; the growth rate of notebook computers and intelligent audio business was over 200%, and the growth of smart wearable business was over 170%; the overall technological innovation and research of HUAWEI could not be separated from it, and HUAWEI's R & D cost reached 131 billion 700 million yuan in 2019, accounting for 15.3% of the annual sales revenue.

It is worth noting that besides hardware, HUAWEI has also announced more software capabilities. For example, the updated EMUI 10.1 operating system, multi screen collaboration based on distributed technology, AR map, and even HiCar intelligent vehicle interconnect solution.

When it comes to HiCar, who doesn't show much, Yu Chengdong said: "we are constantly building an ecosystem that transcends apple. This is what they can't do in Android camp at home and abroad, because they have no such ability in the operating system to do such a thing. Now all the new cars in the world will be integrated into our future HiCar. Some of China's top brands and Volvo and other foreign brands will be integrated. The mobile phone will go directly to the car, so the car screen, car audio, car mounted cameras. So we have chip capabilities, software operation capabilities, communication protocols, and interconnection standards, so if you want to think about ecological development and join HUAWEI's eco camp, we can bring good income and profit growth.

In addition, in overseas markets, HUAWEI HMS (instead of Google GMS) is developing rapidly. "Our HMS4.0 has been released, the experience of overseas users has improved rapidly, and we even have some leading edge in some areas. So we are not just following others, but narrowing the gap, while building our long board and our leading edge, "Yu Chengdong told the twenty-first Century economic news reporter." HMS4.0 has been the first to use P40 and Mate30 Pro, and the progress is ahead of expectations. We used to create a lot of commercial value with Google, including some Chinese companies, and the US sanctions are very damaging to the business interests of American companies.

The introduction of the whole category is the consensus of HUAWEI and other manufacturers. HUAWEI has revolved around the "1+8+N" full scene strategy, and the layout of all hardware and software has become a regular option and a necessary option. On the one hand, it is expected that HUAWEI will explore new technological boundaries. On the other hand, HUAWEI now faces enormous challenges, and it will be more realistic to survive than to fight against it. HUAWEI is also steadily expanding its strength.

Mobile phone market shocks in 2020 striving for revenue growth

In the consumer business, mobile phone is the top priority. In 2020, the mobile phone market was not optimistic under the impact of external environment. The global mobile phone market has been hit hard by the outbreak. According to the Counterpoint report, global smartphone sales fell nearly 14% in February, while sales in China dropped more than 50%. However, the growth of online sales has partly offset the decline in the whole market, and the whole market has dropped by 38%, which is better than the industry's expectations. At present, the market has rebounded.

In addition, StrategyAnalytics's latest report, "China's smart phone: consumer purchase intentions after the Covid-19 epidemic," pointed out that although the Chinese people are more optimistic than the US or European consumers who can return to normal quickly, the rate of smart phone replacement and the popularity of 5G have slowed down. 37% of them postponed the purchase of new smart phones, while 32% of them postponed upgrading 5G services.

However, manufacturers including HUAWEI are accelerating the iteration of 5G new products and launching diversified marketing to promote 5G replacement and popularity. Now that the epidemic is continuing overseas, HUAWEI is facing more severe sanctions in the United States, and the mobile phone market is quite volatile.

HUAWEI remained confident and talked about sales expectations this year. Yu Chengdong said that HUAWEI's goal is to strive for growth in China and strive to reduce its decline overseas. "The epidemic will have a great impact on the global consumer market. There is no doubt about that. And the overseas time is expected to be longer than that in China, and the market is down by 60% to 70%. How can it be independent? Now the whole Chinese market is down, and we are the only high-speed growth. We hope that revenue will grow and the volume of shipments will not decline. "

He also said that the annual sales volume of HUAWEI Mate series and P series is close to thirty million units, and the total flagship level has about fifty million units, and is still growing at a high speed.

In Yu Chengdong's view, the second half of this year should be better, and this year we are confident that we will continue to grow. "As we all know, the United States is still making further sanctions, although this very extreme event will have a great impact. But if there is no further adverse events, consumer businesses should maintain relatively good growth throughout the year.

Not long ago, HUAWEI chairman Xu Zhijun talked about the impact of sanctions on terminal business: "after last May, our overseas sales of new machines could not be pre installed GMS, affecting HUAWEI consumer business income of at least 10 billion dollars. In order to protect the interests and user experience of HUAWEI smartphone users worldwide, HUAWEI launched HMS. But we also look forward to the application of Google to the APP Gallery market in the HUAWEI application market. We hope that HUAWEI's 5G phones can sell more overseas, but we can not make a more accurate prediction now, which depends on the construction of our HMS. "

According to the latest data provided by HUAWEI, the number of HMS monthly users has exceeded 400 million. HUAWEI has more than 1 million 300 thousand registered developers worldwide, and more than 55 thousand applications have access to HMS Core.

"You can use American devices."

Meanwhile, HUAWEI, which has been subjected to external shocks, is also reshaping its own industrial chain. Under current circumstances, domestic substitution is imperative.

At the communication conference, Yu Chengdong recalled: "in the past, HUAWEI was a network device, and entered the mobile phone field late. The real to C development is the last 8~9 years. During this time, we have become one of the second largest intelligent machine manufacturers in the world. If it were not for US sanctions, we would be the world's largest smartphone manufacturer in 2019.

For the newly released HUAWEI mobile P40 series supply chain, Yu Chengdong said: "HUAWEI mobile phones have domestic devices, there are Japan and South Korea, the United States device, different mobile phone configuration is different. We can not use American devices because we have completely replaced them, but we still need to keep American devices and maintain cooperative relations with US companies to help them create value. "

He also said that more domestic devices are now caused by US sanctions, which used a lot of American devices, but now they are reduced. "But we are still using it. We are all partners. Suppliers are very supportive of us. We help each other. HUAWEI and MTK have also worked together with some low-end products, and also with the exhibition news. Hass is one of our high-end suppliers, but we have many suppliers. "

In Yu Chengdong's view, "the US wants further sanctions, which are very damaging to the global industrial chain. American companies and Chinese companies are inseparable from each other. Globalization is interdependent. If counteraction is a great harm to both sides, "

The Boston consulting firm released in March how the trade restriction on China will end the leading position of the US in the semiconductor industry. The consultancy report pointed out that if the United States maintains its existing export restriction and technology control to China, the revenue from the Chinese market will be reduced by 55% after 3 to 5 years, the global market share will be reduced by 8%, and the global revenue will be reduced by 16%.

If the US completely prohibits semiconductor companies from selling products to Chinese customers, the global market share will lose 18%, and its revenue will lose 37%, which in fact leads to decoupling of technology from China. The decline in revenues will inevitably lead to a significant reduction in R & D and capital expenditure, and the loss of 15000~40000 highly skilled direct jobs in the US semiconductor industry. The Boston Consulting Group believes that the result is that South Korea may surpass the US in the next few years as the world's semiconductor leader, and China can be a leader in the long run.

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