Not long ago, IDC, Canalys, TechInsights and other international authoritative research institutions have released the third quarter shipments of tablet computers. Although the statistics of each company are different, they all point to the same result - a year-on-year decline in shipments. This also means that the tablet market has entered the stock competition. On the other hand, continued discounts and new product launches also showed a sequential growth momentum in the third quarter, with the Canalys report showing that global tablet shipments in the third quarter of 2023 increased by 8% quarter-on-quarter.
On the one hand, due to the sluggish consumption of people's tablets after the end of the epidemic, and on the other hand, the "time-limited" stimulation of new product releases, how can enterprises face another round of involution in the tablet market?
Huawei gave the answer with real resultsOnly by sitting firmly on the high-end can we win the stock market.
According to a report by Gfk, an international market consulting company, in China, Huawei accounted for 47% of the market share in the third quarter58%, ranking first in the market, of which it was as high as 49 in September57%。occupies half of the country. This change in market share is interpreted as benefiting from the flagship MatePad Pro 132-inch release.
A high-end tablet that can leverage sales in the domestic market, can it continue to ride the wind and waves overseas?
Huawei, which has been deeply involved overseas for a long time and wants to go to the next level, is ready for this.
On November 12, Huawei held a new product launch conference in Dubai for the fourth quarter of 2023, which is also the second global flagship new product launch conference held overseas after the wearable strategy and new product launch conference with the theme of "Fashion, Leapfrogging" in October.
At this press conference with the theme of "Creation to Beauty", Huawei brought a series of freeclip earphones and MatePad Pro 13The MatePad Pro 13, which is known as the culmination of Huawei's decade of tablet products, is known as the culmination of Huawei's ten-year tablet products, including the 2-inch, MatePad Air Soft Light Edition, and MateBook D 16The 2-inch also became the protagonist of this press conference.
A ten-year meticulous polishing, a ten-year grinding of a sword's accumulation. Huawei vows to raise the accumulated high-end image to an unprecedented height.
As Huawei's high-end flagship series, the MatePad Pro series is not the first time to enter the overseas market, as early as 2022, Huawei launched the MatePad Pro 11-inch that focuses on productivity tools in the European market, starting at 649 euros, close to Apple, Samsung and other flagship products, excellent performance and experience have achieved good market performance in Western Europe. And this time the release of the MatePad Pro 132 inches, larger size, performance and functionality continue to jump, meeting the high requirements of professional creators for tablet devices, and further enriching Huawei's high-end tablet flagship product line.
It is worth mentioning that from positioning to pricing, the company's high-end product strategy is by no means simply patted on the head, and it wants to make the product applauded and popular. It's not just about creating the perfect product. Nowhere is this more evident than on tablets, which, like smartphones, suffer from overperformance, which are used less frequently and have more performance redundancy. The simple stacking of materials brings little change to the user's experience, and it is difficult for the user to pay for it. What really builds consumer recognition is the authentic user experience.
For example, the reason why iPad Pro products can be recognized by consumers is not only its high-performance hardware and rich app ecosystem, but also the Magic Keyboard, Apple Pencil, and a better cross-screen application experience that users talk about. This is also the foundation of its upgrade to a productivity tool. And Huawei's MatePad Pro 13 launched this time2 inches, not to mention the configuration of the flagship machine, is more about the design, creation, audio, portability, business attributes and other experiences that users really feel into it. At the same time, the blessing of productivity-enhancing software technologies such as parallel vision and PC application engine also makes users' professional creation more convenient.
As a productivity tool for creators, the Huawei MatePad Pro 13The 2-inch HUAWEI M-Pencil (3rd generation) Starlight stylus and the new smart magnetic keyboard are designed to solve the problems of versatility such as poor hand-based operation and inportability of the keyboard in drawing. Continuously optimized cross-application collaboration capabilities can also help creators break down creative barriers. This multi-faceted experience enhancement makes the MatePad Pro 132 inches is more confident to seize the high-end user market.
Whether it is hardware accumulation or software optimization, what is needed is the continuous cultivation and bold exploration of manufacturers over time. Back in September this year, when the world premiere, Huawei put the MatePad Pro 13The 2-inch positioning embodies Huawei's tablet innovation for ten years. It is the "master" that Huawei has explored in the field of tablet computers. And this is beyond the reach of manufacturers who are eager for quick success and quick profits and are good at stacking materials.
If the experience improvement brought by software and hardware is the embodiment of product innovation, thenWhat really makes consumers recognize the high-end value of the product and pay for it requires a deep insight into consumer emotions。The theme of this season's Huawei press conference is "Creation of Beauty", extending the vision to art creators, and it is not difficult to find that it can deeply integrate tablets with creation and beauty. Huawei itself has completed the redefinition of a high-end tablet - the MatePad Pro 132 inches is not an audio-visual device, but an assistant that can really create beauty.
Just like the Italian designerale giorginiAt the press conference, he said, "The mission of the creator is to collect the beauty around him, process it, and transform it into a work of art." The HUAWEI MatePad Pro has become the perfect companion for your creative journey, making every creative capture the most exciting part of your work. ”
As for how to convey the concept of "creating beauty" to every user, Huawei has chosen to launch the mature "GoPaint" campaign on a global scale, providing a stage for global creators to express themselves. Stimulate diverse creative forces and allow more people to participate in artistic creation.
In fact, "Born to Draw" has been successfully held for four times in China, and through a tablet, a paintbrush, and an excellent cross-screen color picking app, Huawei has achieved an emotional connection with art creators. Nowadays, more and more domestic users express themselves and record their lives through "born to draw" paintings, and this mode of co-creation with users also has a deeper valueAn opportunity to deeply experience the fun of painting can not only stimulate the enthusiasm of users to participate, but also provide more user-based materials for subsequent product promotion.
Of course, it's not always easy to get your high-end products recognized by the most discerning professional users. Product connotation, circle recognition, user experience, and after-sales service are all indispensable. The foundation of all this is based on emotional mutual trust, and Huawei hopes to use more powerful products and warmer activities to achieve profound exchanges with users in humanities, art, emotion, fashion, and life. This ability to think from the user's perspective and communicate with users with an emotional lifestyle is exactly the direction that domestic enterprises are constantly following, and of course, it is also Huawei's marketing skill.
To seize the overseas high-end market, in the final analysis, it is necessary to have confidence in your own brand. In recent years, new energy vehicles, smartphones, tablets, Chinese brands in the world influence is increasing day by day, Canalys also said that Chinese smartphone manufacturers who are committed to product innovation and high cost performance are showing their strength in the tablet market.
With the blessing of increasing brand influence, better products often become the key to winning in the high-end market. The reason why Huawei has been able to make stunning appearances again and again is to complete the sublimation of the sense of ceremony of the product launch conferenceIt is a presentation of brand and product confidence.
As a high-end flagship series of Huawei tablets, MatePad Pro has become synonymous with China's high-end tablets to a certain extent, according to the statistics of digital bloggers, almost every year the localization rate of parts of new MatePad products is increasing, and the upgrade of domestic parts will also benefit all terminal manufacturers - let the light cover the whole industry, which is also the highest standard for testing the high-end strength of a manufacturer.
In addition, the success of the MatePad Pro series is also due to Huawei's strategic focus on high-end products. From the early M1, M3, and M6, Huawei has felt the continuous change in consumers' demand for tablets, from the pursuit of ultimate audio-visual, to thin and light design, to multi-screen applications, every step of the upgrade is affecting consumers' experience of using tablets, and further verifying the possibility of high-end tablets. When the MatePad Pro was released in 2019, Huawei positioned the tablet and flagship mobile phones at the same brand level for the first time, and continued to polish accessories, UX, and design, so that people have a clearer perception of high-end tablets. In the process,Long-termism, productism, and userism are all indispensable. Behind this is the continuous pursuit of technological innovation by enterprises.
Looking at Huawei's tablet product business, as of September this year, Huawei's global shipments of tablets have exceeded 100 million units, and this data is not supported by the number of low-cost products. This is not easy for a company that has experienced industry turmoil and its own troughs.
In the past ten years, Huawei has developed a path of tablet innovation, with dozens of innovative technologies, tens of thousands of technology patents, a number of industry-first and original technologies, and a variety of marketing methods. Huawei has refined its software, hardware, and marketing to build an iron wall of high-end influence.
The building of high-end brands is inseparable from down-to-earth. Only the deep cultivation of quantity can achieve qualitative transcendenceThis kind of deep cultivation requires the support of technical force, the forging of product force, and the blessing of marketing power. Huawei's verification to overseas markets is not only those products that bring together Chinese technology crystallization and focus on user experience, but also the pride and courage of Chinese enterprises.