For the U.S. market, huawei's headquarters has been holding the hesitant attitude. Compared with the rapid growth of the global market in recent years, the market seems to be an island. A have left huawei terminal for sina science and technology staff revealed that in the United States, "after suffering from the United States government survey and non-trade barriers, shenzhen there hasn't been don't want to good want input energy, the us market. But the us is always a can't ignore market. Sooner or later they will begin to power."
On Wednesday, huawei officially released the brands in San Francisco museum of nature glory eight American version. Although this is not the first time huawei cell phone in the United States, but for the future development of huawei mobile phone in the United States, the conference is a landmark. Because this is the first time haisi kirin chips into the U.S. market, also marked the beginning of huawei formal power into the U.S. market. From the white card machine to the Nexus relative to global market share of the third, huawei mobile phone is have little effect in the United States.
Before power is the beginning of the year, huawei mobile phone development road to go in the United States did not go well. Before 2012, huawei has relied on the United States small carriers sell low-end white card machine, once reached 3% - 4% in the us market share, but as the carrier of m&a integration, huawei lost orders for small operators, a sharp fall in the number of market share. During that time was also the time when huawei network department in the United States is the most silent. Huawei's network by the us government investigation, deal was rejected, Sprint network equipment order cancellation.
Also in this period of time, the competent yu huawei terminals can sharply cut down a profit but not white card machine business, enhance the brand product line began to streamline and enhance the brand positioning. After short adjustment, huawei terminals began restructuring the business in 2014, set up their own e-commerce sites and the after-sales service system, has introduced a Mate 2, GX8 and P8i products, through its own website, amazon and open channels such as best buy sales.
With huawei, however, in the domestic hot sale product model is different, the United States listed models are using qualcomm low-end chips with low version, often late than global listings for months, directly affecting the attraction of products and sales. In June last year, huawei terminal zhi-qiang xu American President in an interview with sina science and technology, and put forward the break into the American market in the first three goals in five years. At the time, because huawei listed product is not much competition in the United States, the goal is almost impossible. U.S. smartphone market has long been five or six companies, apple (42%) and samsung (28%) accounted for more than seventy percent market share, while LG (10%), MOTOROLA (5%) and HTC (4%) of the three combined occupies twenty percent market share, market space is very limited for other manufacturers. Listing last October the Nexus of 6 p is the first step in huawei's brand in the United States.
As the first by a Chinese manufacturer of Nexus, Nexus 6 p got the American media's consistent high praise, authoritative media TheVerge, even given the "best Android phone" evaluation, thus greatly improve the huawei's brand value in the us market, laid a good foundation for the subsequent follow-up product launch. Huawei terminals, said the United States department in order to concentrate on building good Nexus project, huawei even glory delayed time to market of brand in the United States. This year in the United States to samsung and huawei's third largest carrier t-mobile filed a patent lawsuit, let more consumer awareness of huawei technical strength in the United States.
In addition, huawei watches and Matebook also to a certain extent have played an important role in promoting company brand. In the Microsoft store, Matebook is placed in the most prominent position. Huawei watches also entered the best buy and Google Play official store sales. Although both products sales may not be too high, but clearly brought to the attention of the brand. Glory young market as a subsidiary of huawei brand, higher cost performance and electrical business model is the glory of huawei's device quickly rose to the important pillar of the global market share in the third.
According to data released by the honor President of zao Ming, glory only $2013 in 100 million, the next year to reach $2.4 billion, continue to soar to $6 billion last year, sales of 40 million units, occupy the huawei last year (108 million) nearly forty percent of the total global sales. In Europe and other overseas markets, the growth of the glory of particularly strong. But until this year, huawei and glory to fists attack the U.S. market. In January of this year, 5 x glory in the United States market, and this is the first in America the glory of the mobile phone market.
However, priced at $200, with the glory of the fingerprint identification 5 x in qualcomm is still used the 616 chip. And after many huawei mobile phones sold in the United States, the same glory 8 is still taking open market line, in the amazon, best buy, newegg online sales channels, etc. Glory emphasises the cost-effective and young people in the United States market, so the market marketing also has the obvious focus. Besides hired son brooklyn Beckham as spokesperson, glory in the United States mainly sponsored by young people interested in the activities to promote. Including the south by southwest festival, festival of San Francisco, FISE extreme sports world tour and other activities.
Signed a contract with huawei brand like Lionel messi and scarlett johansson superstar, the face of the glory of choice is very shrewd. Brooklyn is not stars, so his signing endorsement is also very cheap price, but because of a silver star father, his media exposure are very high, in the youth market in the United States has a high profile. According to industry insiders, of brooklyn, global endorsement fee is only $400000, but the price has not been the United States department of huawei. Glory eight haisi kirin carrying 950 chip, using the double glass design, selling its cost-effective, sold $400 in the us market. Wired and the mainstream media in the United States, have also highlighted the cost-effective when evaluating, referred to as "high-end configuration, mid-range price".
Operators in the United States have cut subsidies, cancel the contract after the machine, us consumers now must pay the full price or stage mobile phone prices. Relative to apple and samsung flagship phone $649 sale price, glory eight young users with cost-effective has a certain appeal. Haisi chips in America the glory 8 released another focus is huawei's own haisi kirin chips. After it is because the haisi chip is not listed in the us, huawei Mate 2 and P8i sold in the United States are using qualcomm chip in the end, time to market than the rest of the world serious lag, etc. When the public is lack of competitiveness. The haisi chip with glory eight, heralding the future huawei brand mobile phone in the United States can also be listed along with the global synchronization. In fact, in the second half of last year issued huawei mobile phones have quietly support 4 g LTE networks in the United States, as few can use 4 g networks in the United States domestic handset (currently limited to huawei, a plus and ZUK, etc.). This means that huawei mobile phone international version has on the function can be used directly in the United States.
Huawei terminals, a spokesman for the pr hai-feng Yang for sina science and technology is introduced, according to the regulation of the market, operators sales channel of mobile phone need to chip platform access, through the test operators; While open market sales of mobile phone by manufacturers to control the quality, by the U.S. government mandatory market access test. The honor of carrying eight kirin 950 chip, as part of the whole machine test with the machine, operator is required to make the test, and huawei terminals themselves have the qualification for the whole machine test in the United States. Although go public market channels can make haisi avoid chip test platform access and operators of strict procedures, but also means the glory eight channels, temporarily unable to enter the United States operators lost the largest market.
Unlike other global markets, the U.S. smartphone market is overwhelmingly dominant market operators, operators channel accounted for ninety percent of total shipments. In recent years, however, as the U.S. carriers to cancel the contract machine, cutting subsidies and American consumers begin to experience the high price of its flagship smartphone such as apple, samsung, prompting more and more consumers choose not to upgrade from operators, turn on the open market to find cost-effective low-end machines.
Since the second half of last year, America's biggest electronics stores, best buy for the first time introduced a bare-metal counters, MOTOROLA will even 2015 X all sales at bare machine. Share ascension also will be some time before the huawei terminals U.S. sales of products including the Nexus 6 p, newly listed Matebook, watches, GX8 P8i, huawei, and 8.0 tablet MediaPad T1, add glory department 5 x 8, and the glory of the new basic covers including three interval of the market. However, perhaps only wait for huawei's flagship phone synchronization on sale in America and into the carrier channel sales, huawei can have enough market share in the United States. Huawei terminal last year American President zhi-qiang xu told sina science and technology, huawei will seriously consider the possibility of a U.S. carrier channel. And the conference, huawei terminal American public relations also told sina science and technology, haisi chip operator certification is in progress.
Glory eight is just the beginning of huawei to growth in the United States, but how to achieve future market space, perhaps more depends on huawei's headquarters for degree in the us market.
