HuaweiAs a world-renowned technology company, after encountering US sanctions,Mobile phonesThere has been a significant decline in market share. EspeciallyHuaweiofmateSeries and P series products, under the influence of sanctions, could not sell as well as before. Against this background, some people began to questionHuaweiand spread out".HuaweiFalls,ApplesEat enough". However, the truth isHuaweiAfter being sanctionedApplesis the real beneficiary. In the last three years,ApplesFirmly in the leading position in China's high-end market, because the only one can compete with itHuaweiUnable to launch the ** flagship smoothly. ApplesThe revenue and share share in the Greater China region also continued to grow in the past three years. FY2021,ApplesRevenue in Greater China reached 683US$6.6 billion, a year-on-year increase of 70%; In fiscal 2022, it reached $74.2 billion. At the same time,ApplesThe proportion of revenue in Greater China has also increased significantly, from 147% to 18 in 20217%, and then to 18. in 20228%。These data further prove itHuaweiAfter a fallApplesIt became ChinaMobile phonesThe biggest beneficiary of the market.
However, the good times are short-lived, entering the second half of 2023,ApplesThe situation has changed. Recently, the authoritative body announced China for the period from September 25 to December 31, 2023Mobile phonesThe activation data of the market, the results are displayedHuaweiwithXiaomiRushed into the top three with an impressive growth rate, whileApplesThe decline has also become apparent. During this time,Applesto 1501With 160,000 activations, it ranked first and had a market share of 20%, but it fell by 10% compared to the same period in 20226%。AlthoughApplesLaunched in late Septemberiphone15 series, normally there would be a significant increase, but in the fourth quarter of 2023,ApplesActivations decreased by more than 1.7 million units year-on-year. This means:ApplesIt may really be time to say goodbye to the good days. The long-term strategy of "squeezing toothpaste" will eventually lead to consumer abandonment.
HuaweiThe success is inseparable from independent research and developmentChipsTechnology. HuaweimateThe launch of the 60 series was a huge boostHuaweiMobile phonessales. Over the past three months, due to short supply,mateThe 60 series has maintained a high level of sales. During the statistical period,Huawei's activations reached 1146570,000 units, ranking third, with a market share of 153%, an increase of 793%。This suggestsHuaweiMobile phonesFinally regained the king position in the high-end market and successfully regained the lost share.
HuaweimateThe success of the 60 series is mainly due to:HuaweiIn self-developmentChipsBreakthrough in the field. The deploymentKirin9000s processormate60 series announcedHuaweiIt got rid of the sanctions of the United States and has completely independent research and development and productionChipscapacity. This breakthrough has greatly improved the people's understandingHuaweiConfidence, thereforemateAfter the 60 series was launched, domestic consumers were willing to support itHuaweito make its own contribution to China's science and technology.
ExceptHuaweiXiaomiThat's right, tooApples's market share has caused a certain impact. XiaomiThe success of the 14 series played to a certain extentApplesPosition in the high-end market. During the statistical period,XiaomiActivations reached 1180210,000 units, ranking second, an increase of 384%。EspeciallyXiaomiThe launch of the 14 series has further strengthened the pairApplesof competition. Previous data showed that in 2023 the wholesale price is at the high end of $600Mobile phoneson the market,HuaweiThe share of the company increased from 3% to 5%.Xiaomialso rose from 1% to 2%.
It is worth noting thatXiaomiThe high-end products are not expensive. Standard EditionXiaomiThe starting price of 14 is only 3999 yuan, which does not even reach the standard of 600 US dollars. Therefore,XiaomiThe ability to increase this 1% share is mainly due to the performance of its 14 series. XiaomiThe success of the 14 series also once again proves that domestic productionMobile phonesBy continuously improving product strength and competitiveness, it has won the recognition of consumers.
HuaweiThe re-emergence andXiaomiThe rise, rightApplesIt poses a great challenge. For a long time,ApplesIt has been adopting the strategy of "squeezing toothpaste" and launching **iphoneThe frequency is low and does not meet the rate of change of market demand. This strategy may work well in the short term, but in the long run, it can lead to consumer fatigue and loss of enthusiasm for the brand. In the fourth quarter of 2023,ApplesThe number of activations decreased by more than 1.7 million units year-on-year, which is a warning sign that means:ApplesThe good days are really coming to an end.
Applesis still immersed in the stage of "cutting leeks" and selling feelings. However, consumers are increasingly demanding more innovative and practicalMobile phonesProducts. IfApplesWithout change, the future may repeat Nokia andhtcof the repetition.
In the second half of 2023,HuaweiwithXiaomiin ChinaMobile phonesThe market has achieved significant growth, givingApplesThe market share has brought a certain impact. Huaweiofmate60 series andXiaomiThe Series 14 was a success in the high-end marketHuaweiThrough independent research and developmentChips, broke through the US sanctions, and regained the position of the king of the high-end market; XiaomiThrough continuous improvement of product strength, it has won the recognition of consumers. At the same time,ApplesHowever, it continues to immerse itself in traditional tactics and sell feelings, which may make it more challenging.
in the faceHuaweiwithXiaomiWhen competing, consumers will be faced with a choice. In the domestic high-end flagship machine andApplesHow will consumers choose? Will you consider buying one in the future?ApplesMobile phones？It all depends on the consumer's needs and preferences for the brand and product. Ultimately, market competition will decideMobile phonesThe fate of the brand.