The pattern of China's smart phone market has evolved with the speed of “unexpectedly fasting and stealing.†The former “China Cool Alliance†has fallen apart. The market once formed a short-lived “Little Hualian†(Xiamen Huawei for Lenovo) three-nation romance. Unexpectedly, the wrong acquisition of Motorola Mobile "Bag" caused Lenovo to not retreat. In the situation of Huawei's Xiaomi's double hegemony, a major news has recently emerged. Huawei has surpassed Xiaomi for the first time in history and became the first in the Chinese smartphone market.
Xiaomi Company is a well-deserved "black horse enterprise" in China's mobile phone industry. Its pioneering "Internet mobile phone" model with high cost performance and hunger marketing as its core factor has brought a conceptual earthquake to Chinese mobile phone manufacturers. Almost all Chinese mobile phone companies "Either I have been imitating Xiaomi or I am on the way to imitate Xiaomi."
However, Xiaomi was eventually surpassed by Huawei. What are the reasons for this? According to reports from many foreign media, Tencent Technology found Huawei's technology research and development strength and patent library, far ahead of Xiaomi's international strategy and product vision, and in the Chinese market. The "cloning millet to suppress millet" strategy and other factors have led to the success of Huawei's mobile phone business.
- the first anti-super
This week, two market research companies have released data, which proves that Huawei surpassed Xiaomi in the third quarter and became the first in the Chinese smartphone market.
First, the US technology market research company Canalys released the third quarter data, Huawei's smartphone delivery volume has soared 81% year-on-year, and has become the first in the Chinese smartphone market. The company said that Xiaomi's mobile phone sales in the third quarter shrank by 8% year-on-year.
However, the company did not release detailed share data for the Chinese smartphone market in the third quarter. In the previous two quarters, Huawei's share was 15.7%, slightly behind Xiaomi's 15.9%.
Subsequently, another technology market research company IHS also released data that Huawei's smartphone sales in China in the third quarter was nearly 10 million higher than Xiaomi, confirming that Huawei has become the Chinese market leader.
IHS said that in the first half of this year, Xiaomi sold a total of 34.7 million smartphones, and Huawei Technologies has sold 50 million. According to the company, Huawei's China market grew on a quarter-on-quarter basis, while Xiaomi contracted.
It should be pointed out that neither of the above two companies has yet to give a complete report on the third quarter of the Chinese smartphone market, especially the exact share of each manufacturer. In the above sales statistics, it is also pointed out that there is a problem that the "manufacturer shipments" and "consumer final retail sales" data are not rigorous.
Many foreign media pointed out that although Huawei has surpassed Xiaomi, this transcendence is more symbolic. Huawei has not opened a huge gap with Xiaomi.
For the data of the two institutions, a representative of Xiaomi told the media that such statistics and rankings may be more of a timing issue. The representative said that in mid-August, Xiaomi had just released Redmi Note2, and later released the Xiaomi 4C mobile phone later in September. Therefore, in the third quarter of 2015, Xiaomi’s mobile phone product line experienced a transition period, and Xiaomi needed Increasing the capacity of new mobile phones to meet market demand will also affect sales data.
—— Xiaomi mode bonus lost
Xiaomi has played a dark horse role in the Chinese mobile phone market, from a newcomer to the world, becoming a leading player in the global media attention and gaining a significant share. A media report pointed out that Xiaomi and Huawei staged a "tortoise and rabbit race", accumulating a deeper "turtle" Huawei, surpassing the "early explosive power" of Xiaomi.
The industry has conducted a variety of analysis on Xiaomi's current crisis. The more consistent view is that Xiaomi's "high cost performance + hunger marketing + Internet sales" model has been collectively imitated by the Chinese mobile phone industry, and Xiaomi's business model innovation dividend has gradually disappeared. At the same time, in the development of key mobile phone technologies (not just software development and Android code modification) and industrial design, Xiaomi, which was born late, has not yet formed a significant advantage.
In 2015, Xiaomi, the focus of the mobile phone business was placed on low-end mobile phones that could drive sales. Low-end mobile phones with prices below 1,500 yuan frequently refreshed new products. The mid-end flagship mobile phone "Millet 5", which is concerned by rice noodles, has a non-conforming jump ticket. The mainstream saying in the industry is waiting for Qualcomm's next-generation system chip Snapdragon 820 to mature.
-- Rapid evolution of products and technologies
Huawei is one of the world's three major telecom equipment manufacturers. It competes with Nokia, Ericsson and other vendors for enterprise-level markets. Consumers such as smartphones used to be Huawei's long-term weakness.
However, in recent years, Huawei has been deeply involved in the smartphone business. And has entered the first group of global smartphones.
A number of foreign media believe that Huawei has defeated Xiaomi in the Chinese market and established itself in overseas markets, benefiting from its technology research and development accumulation, international vision, and rapid imitation of rival models.
In terms of product development and industrial design, Huawei's progress is very obvious. It began to evolve from plastic body to metal body. In the second half of 2015, as the most direct proof of its R&D and design strength, Huawei and Google (microblogging) cooperated. This year, the two Nexus brand high-end smartphones have developed a larger screen and more expensive ones. This is the first time Huawei has become a partner of Google Nexus.
The media generally believes that the launch of the Nexus 6P will help enhance Huawei's brand image in the global mobile phone market and re-establish the mobile phone business in the US market that has withdrawn since the "national security crisis in network equipment."
Huawei has always been a world-class telecommunications equipment manufacturer, which makes Huawei's technology accumulation and patents in the field of mobile communications far exceed other Chinese competitors such as Xiaomi. According to one data, Huawei has more than 12,000 invention patents for mobile phones, and only 10 for Xiaomi, and there is no Huawei's fraction.
The leading edge of technical strength, especially the self-owned brand Kirin chip, enables Huawei to launch mobile phone products with world-class performance. For example, in the use of pressure sensitive screens, Huawei even leads the US Apple.
In terms of product development, Xiaomi still stays at the level of “follow the wind†with Samsung Electronics and Apple (the name of Xiaomi mobile phone will follow the two industry leaders).
--International Perspective
Driven by the internationalization of telecom equipment business, the internationalization of Huawei's smartphone business is far ahead of Xiaomi. Xiaomi is called "China's apple", but Huawei has already achieved "the world's unique Huawei."
After the attack on the US market was blocked, Huawei's mobile phone business focused on the European market. Many high-end mobile phones chose to hold a press conference in London, and Huawei's mobile phone business also established R&D and other branches overseas.
Due to long-term business, Huawei's international brand awareness has been low for a long time, and many foreigners cannot even accurately say the "Huawei" brand. In the past few years, Huawei has started a big brand marketing.
According to reports, Huawei has sponsored more than 30 football clubs in several countries, including the Italian AC Milan Club. Last year, Huawei Technologies entered Interbrand's list of the world's top 100 commercial brands, and lived next to international brands such as Corona and Heineken.
- Quickly copy the millet mode
In the face of Xiaomi’s sudden emergence, the option placed in front of many Chinese mobile phone manufacturers is “either to imitate Xiaomi or to withdraw from the marketâ€. In 2015, Lenovo's mobile phone business was in trouble and forced to reorganize. A new executive of Lenovo said that if it earlier mimicked Xiaomi to launch the corresponding star explosion machine, Lenovo would not fall into the passive situation today.
In terms of mimicking the millet model, Huawei's actions are very fast. In a report published at the end of 2014, Reuters pointed out that Huawei’s “Glory†brand new mobile phone sales can increase from 1 million to 20 million in one year. Huawei’s secret is to “copy†Xiaomi’s network. Sales, cost-effective and other modes.
In the past two years, Chinese mobile phone manufacturers represented by Huawei and Meizu have introduced products with similar performance and price in accordance with the rhythm of Xiaomi's new mobile phones. Among them, after Xiaomi launched the new brand "Red Rice", the glory of Huawei launched a "play", and Meizu launched the "Charming Blue".
The strategy of tightly cloning Xiaomi and following Xiaomi made Huawei successfully dig into the valuable business opportunities for the growth of China's low-end Android phones. Today, Huawei's glory brand has stepped out of the country and developed developing markets such as India and Brazil.
Compared with Huawei's "Quick Clone Xiaomi", in the past one or two years, security software vendors 360, video sites LeTV, Lenovo Group and other manufacturers, imitating the millet mode is slow, has missed the best opportunity. In the first half of 2015, the Chinese smartphone market has seen a shocking year-on-year contraction that is unique worldwide and is as high as 10%.
In the context of China's smartphones beginning to shrink, Huawei will rely on internationalization, technology patents and other advantages to continue to open the distance with Xiaomi, whether Lei Jun (microblogging) can achieve the "second degree innovation" in the dilemma (except Beyond internationalization, let Xiaomi bite Huawei and the outside world will still pay attention.
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