Huawei released Mate 9 to fully capture the high-end market, is there a chance?
The fierce battle of the mobile phone circle became more and more fierce in 2016. After feeling the oppo and vivo in the third quarter, Huawei sacrificed its annual flagship machine, intending to cover the entire 3000+ market, and more interested in competing with Apple. Does Huawei have a chance?
Yu Chengdong released the price of Huawei Porsche Edition China
At 8999 yuan, Huawei Mate 9 Porsche Edition is challenging the price ceiling of domestic mobile phone brands.
Not only that, from the lowest version of Mate 9 3399 yuan, to the highest version of Mate 9 Pro 5299 yuan, Huawei can be said to cover all price segments of basically high-end machines with two product lines.
If you don't challenge the 6000+ stalls of Apple's iPhone 7 and 7 Plus, don't forget to set the Porsche version of the reverse price. The price of this version is more than 1,000 yuan for the Chinese version of Apple's iPhone 7Plus7988.
For Huawei, the 3,000-5,000 yuan gear must be stable. Skip Apple's pricing area and take the Porsche version to test the ultra-high-end market. If it succeeds, then the imaginary space for future product market pricing is huge.
Unlike before, this time Porsche version of Huawei still has certain market shipment expectations, to know that this version of the international market is priced at more than 1,300 euros, and the domestic market of 8,999 yuan is a price difference, which means this The product is definitely not a "vase". Huawei hopes that it can capture a part of the ultra-high-end market. Huawei has cleverly used a special version of the Porsche brand to test the ultra-high-end market, while giving up Apple's price range in China.
Obviously Huawei is gaining momentum to fully capture the high-end market of more than 3000+. For Huawei, it is an unreachable dream to surpass Apple. Is it a new opportunity to take another step?
First of all, for the rush into the high-end camp, Huawei actually has accumulated. If it is a dream, Huawei has been dreaming for a long time. From Mate 7, Huawei has successfully become a high-end product, but it has always been a high-end Huawei. Mate7 is actually the third product in this series. Not very successful D1, D2, P1 and other products.
Yu Chengdong, CEO of Huawei's consumer business BG, has basically become a quotation. It is quite impressive that there are only three players left in the future mobile phone market, including Apple, Samsung and Huawei. Everyone laughed when they came out, but today, Huawei is indeed more and more champion.
Just a few days before the release of Mate 9, P9 announced sales of more than 9 million units. According to the information given by Yu Chengdong, the P9 Plus, which was priced at more than 4,000 yuan, was eye-catching and sold out.
In fact, after the success of Mate 7, it can not be said that Huawei has established a firm foothold in the high-end market. After all, this large-screen product is on the one hand to meet the needs of the Chinese market in a timely market differentiation; the other is to catch up with Samsung. Big screen product Note series empty window period this time point.
However, everyone knows that Huawei's traditional high-end flagship product is the P series. The previous products have already experienced the five generations of products 1, 2, 6, 7, and 8. Although they have not been fully detonated, the accumulation is in place, which reflects Huawei's insistence that the five generations of unsatisfactory products have failed to give up this product positioning: a stylish, slim model for urban white-collar workers.
Until the release of P9, the Leica P-series became one of Huawei's high-end twin stars, complementing Mate, the big-screen long-life business positioning. And from the release in April to almost half a year in early November to achieve 9 million shipments, it is indeed the market to give P9 affirmation.
It can be said that several products in these two series help Huawei not only stand firm in the price range of 3000+ in the past year, but also provide confidence for Huawei's next product to go upstairs.
In fact, in September of last year, at the IFA show in Germany, Huawei released Mate S. This kind of product like the two series of mixed blood is also priced at 4000+. At that time, Huawei tried to try this gear, but obviously the time is not mature, so The pricing of Mate8 released at the end of the year is more pragmatic.
However, after joining the Leica, Huawei has found a good upgrade path: cross-border brand cooperation can not only enhance product strength, but also bring a premium space for its own brand.
It can be said that Huawei's entry into the high-end is not the result of Yu Chengdong's arrogance. The result of making a head is indeed step by step. There are also detours on the way, but it is obvious that Huawei has always insisted on going down. Only in this way can there be the possibility of continuing.
Secondly, everyone is very aware of the fierce competition of mobile phone manufacturers, and in such an environment, they are often confused by competitors. However, Huawei has almost never made a strategic mistake, and it has done a relatively solid job in the product.
After Mate7 came out, many people would criticize their photos. It was indeed Huawei's short board before this. It was changed to Mate 8. Until the counterattack of P9, Huawei could say that it had completed its shortest board. Hand in hand with Leica is still the best of both worlds. The first is to enhance Huawei's own capabilities in lens modules and algorithms, followed by the brand value, and the third is to promote the digital transformation of Leica. An opportunity can be said to be a win-win cooperation.
At the Mate 9 conference, I want to focus on the UI. In fact, Huawei has not been the best in the industry in terms of UI. Huawei itself is obviously very clear, from the introduction of Apple's former ui designer Abby. Gail is starting to prepare.
At the launch of Mate 9, Yu Chengdong really upgraded to version 5.0 of EMUI as a key point to introduce. EMUI5.0 has been upgraded in two dimensions. One is the functional aspect. After using the Android machine for a period of time, Caron relies on the 3,000-person R&D team led by many world-class Linux system experts. Deep optimization, built the EMUI 5.0 IntelliSense system based on Machine Learning.
Dynamically configure resources (CPU and memory) according to user usage habits, assign high priority to foreground applications and users with higher frequency applications. According to the accelerated simulation of daily use and actual use test results, Huawei Mate 9/Mate 9 Pro can be used continuously for 18 months.
Another dimension is visual effects. The new ui design is inspired by the romantic blue-and-white tone of the Aegean coast. It is simpler and more generous than the previous ui. 90% of the commonly used functions can be completed in three steps.
Of course, Huawei also has its own troubles, that is, its competitiveness in the 2000-3000 yuan stall is weak. According to IDC data in the third quarter of this year, although Huawei still ranks first among domestic mobile phone manufacturers, OPPO and vivo are in a hurry. Huawei, OPPO and vivo have increased their smartphone shipments in the third quarter. At 23.0%, 121.6% and 102.5%, the market share increased from 7.6% to 9.3%, 3.2% to 7.0%, and 2.9% to 5.8%.
The shipment data for this position in the range of 2000 to 4000 yuan is considerable, and this is exactly the market that OPPO and vivo are entrenched. Huawei has already opened up the channel sinking and launched two strategies for the nova of this gear. Whether it can work depends on the market performance of nova in the next few quarters and the progress of Huawei's channel sinking.
Huawei is challenging the Chinese mobile phone manufacturers to have no challenge. At present, Huawei does not have huge market risks and maintains its pre-emptive market position. If the market pays for the Porsche version, then the joint brand and cross-border design will be the same. Once again, it has added a successful weight to Huawei. (This article is the first titanium media, the main pen Zhang Si / Wen)
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