After the explosion of the "Pioneer Project", Huawei has launched a new ultra-high-end brand that integrates extreme aesthetics, craftsmanship and innovation, Ultimate Design, and brought the brand's first mobile phone product, the Huawei Mate 60 RS.
As the flagship phone of the Nvidia Master brand, the HUAWEI Mate 60 RS is the perfect crystallization of Huawei's cutting-edge technology and extreme product concept. On the one hand, the HUAWEI Mate 60 RS is the culmination of Huawei's cutting-edge technology, fully demonstrating Huawei's industry-leading technical capabilities. On the other hand, it is also the terminal carrier of Huawei's ability to break through the brand and pursue extraordinary spirit. Because of this, the Huawei Mate 60 RS Extraordinary Master received an enthusiastic response upon its launch and quickly became a hot star product. According to relevant statistics, Huawei has won 40% of the market share in domestic smartphone sales of more than 10,000 yuan in Q4 2023, and has an unshakable position in the industry. From self-developed chips and self-developed operating systems; Ended the Leica co-branding and independently founded Huawei's imaging brand XMAGE; and then the transition from Porsche Design to Ultimate Design. It can be found that Huawei has rejected the short-term benefits brought by relying on co-branding, and has gradually turned to the development path of independent research and development and inward exploration.
According to statistics, Huawei's total R&D expenses last year were 161.5 billion yuan, accounting for 25% of sales revenue1%, and the proportion of R&D expenses is a record high. Obviously, through continuous technology accumulation and continuous pursuit of technological innovation, Huawei has the strength to build an ultra-high-end brand in terms of underlying technology. At the same time, Huawei, which has been deeply involved in intelligent terminals for more than ten years, has also completed a comprehensive transformation from a domestic mass brand to a global top brand, and has the inherent foundation to build an ultra-high-end brand.
From the perspective of technological innovation, Huawei released the world's first flagship 5G SoC chip on September 6, 2019, officially leading the advent of the 5G communication era. In 2020, Huawei ranked first in the world in terms of invention patents for wireless communication network technology, with a total of 8,607 patents, more than 2,600 patents higher than the second-place country. In 2022, Huawei brought the world's first mass smartphone that supports Beidou satellite messaging, leading the full civilian use of satellite communications.
Not only should innovative technology be the best, but also the user experience. In this regard, Huawei's self-developed Harmony OS has been connected to more than 700 million devices so far, and its huge user base is enough to prove its excellence. What's more, Huawei adheres to the concept of "everything is a service, everything can be shared", and has also opened the developer preview version of Harmony OS Next to all developers, aiming to build HarmonyOS native applications to bring users a more ultimate user experience.
Of course, both technology and achievements are only one aspect, and in the ultra-high-end market, we must also compete for the soft power of the brand spirit. In this regard, Huawei's spirit of pursuing perfection and continuous innovation has already endowed the "Extraordinary Master" with a unique brand temperament. At the same time, the HUAWEI Mate 60 RS Extraordinary Master's product spirit of "not born extraordinary, but dare to be extraordinary", as well as the brand attitude of practicing words and words, have also aroused wide resonance among high-end users and laid a strong user base.
The combination of the ultimate technology, the ultimate ecological experience, and the ultimate brand spirit has enabled Huawei to gain a firm foothold in the ultra-high-end market and established Huawei's position as a leader in building its own high-end brand. There is no doubt that Huawei has taken the most difficult but correct path. However, this is far from the end, the success of Huawei's Extraordinary Master brand is just a signal for Huawei to attack the ultra-high-end market, and Huawei's product layout has already penetrated into all walks of life. In the future, other terminal products such as smart screens, smart homes and smart cars are likely to reach the "extraordinary" realm, once again leading domestic independent brands to make great strides forward.