The smartphone market in 2022 can be said to be a fairy fight between several major mainstream manufacturers, and it is lively. On the other side of the bustle, ZTE mobile phones, which have always been quite low-key, are actually quietly growing at a speed that we are easy to ignore. On April 26, ZTE held the 2022 media communication meeting online, and Ni Fei, senior vice president of ZTE and president of ZTE Terminal Division, delivered a speech at the scene and accepted media interviews.
First of all, Ni Fei revealed some key data in his speech. Last year, ZTE's consumer business revenue reached 25.73 billion yuan, a significant increase of 59.2% year-on-year. Among them, the revenue of household terminals increased by more than 80% year-on-year, ranking first in the global share, and the market share of 5G CPE was the first in the world; the revenue of mobile phone products increased by nearly 40% year-on-year, which also showed a very positive growth trend.
At the same time, Ni Fei also said that this good situation has also continued to 2022, which shows that the development of ZTE this year to the present is also gratifying.
Then, In his speech, Ni Fei revealed ZTE's next development plan. First of all, in the field of underlying technology, ZTE will rely on its unique cloud, network, terminal, and core comprehensive communication capabilities to continue to increase investment in core technologies such as chips, algorithms, operating systems, and network architectures, and further increase the proportion of self-developed chips in products on the basis of 50% of last year's proportion.
In the field of consumer terminals, ZTE will continue to strengthen the "1+2+N" intelligent lifestyle, and Ni Fei pointed out that this year ZTE will challenge 150 million terminal products, and shipments will increase by 50% year-on-year.
Specifically in terms of mobile phones, ZTE will insist on making efforts from the two directions of display and image. Previously, they have launched the world's first under-screen camera phone, and they have taken the lead in launching the three-main camera computational photography technology. Ni Fei expects that the overall shipment of ZTE mobile phones this year will increase by 50% compared with previous years, and the domestic market will increase by 200%.
Then there is the construction of consumer terminal brands and channels, Ni Fei said that in 2022, ZTE's investment budget and revenue also maintained a high year-on-year growth. He further revealed that the upcoming Axon 40 series participated in the media mission of "Shenzhou XIII Return", and the Z40 Pro created JD.com, Tmall, and Android mobile phone sales champions on the first day of listing.
In terms of channels, Ni Fei revealed that the center has built more than 6,000 sales positions by the end of 2021 and plans to build more than 10,000 sales positions in 2022.
There are also personal and family products, Ni Fei said that ZTE is currently the first in the world in the 5G CPE market share, and will focus on the four major scenarios of sports health, business travel, audio-visual entertainment, and family education in the future to further enrich peripheral products and build a full-scene smart lifestyle.
In these areas, everyone may pay more attention to smartphones. According to a report released by market research firm Canalys, global smartphone shipments fell 11% year-on-year in the first quarter of 2022 due to poor economic conditions and seasonally sluggish demand. The mobile phone industry as a whole is weak, but the competitiveness of the high-end market is increasing day by day. In this context, how should ZTE mobile phones break through? In the media interview session later, Ni Fei also talked about these issues.
"There must be newer technologies and better products to make the mobile phone market active." Ni Fei first judged, and then he revealed some information about the upcoming Axon 40 series, Axon 40 Pro will bring a new under-screen camera experience, and the yield rate is higher, the off-screen display effect, the full-screen experience and the image experience are more high-quality, which will bring some new changes to the industry.
As for the Axon 40 Ultra, Ni Fei revealed that this phone will have three core points to watch: one is the truly flawless and flawless full screen, the third generation of the most perfect under-screen camera, the second is the custom optical three main camera computing photography, and the third is the new generation of Snapdragon 8 chip with the best output performance through hardware and software.
Especially for the image aspect, the Axon 40 Ultra will bring five industry uniques on the basis of inheriting 64 million high-energy three main cameras: the only three main cameras can perform lightning capture, the only three main camera 8K video, the only three main camera preset focus, the only one equipped with dual Sony sensors and the only dual omni-pixel omni-directional focus.
In addition, the well-regarded 35mm master lens on the Nubia Z40 Pro will also be introduced to the Axon 40 series.
At the same time, on the whole, ZTE will further increase the proportion of high-end products, and will also expand the scale of entry-level inclusive products, that is, low-end products, to serve different users.
At the same time, Ni Fei also said that innovation is an excellent tool for product breakthrough, and it is necessary to use innovation to lead the change of consumer demand. Innovation leads to a good user experience. For user experience, ZTE also has three standards. The first is perceptible, the second is transitive, and the third is irreversible.
Overall, the media communication meeting held by ZTE can be described as full of dry goods, ZTE Senior Vice President Ni Fei in the past year to the outside world in depth elaboration of ZTE development status and future development planning at the same time, but also revealed a lot of upcoming release of Axon 40 series of mobile phone information, in the more and more inward volume of the smart phone market, ZTE does not hype no more wind, buried in their own products The image is eye-catching, I believe that with the continuous deepening of market competition, ZTE's hard power will be more and more presented.