Introduction:
Have you noticed the recent changes in China's smartphone market? As a follower of this industry, I see a very exciting phenomenon: when Huawei is in trouble due to US sanctions, a new Chinese brand has risen to take its place, and Huawei has rushed to challenge Apple!
Yes, this new Chinese brand is the blood glory of Huawei. After leaving Huawei, the once small brand Glory has grown into one of the top three domestic smartphone manufacturers after self-transformation and market development, and its market share has directly caught up with Apple, becoming a headache for international competitors. At the same time, Huawei is also fighting back strongly, with a growth rate of 76.1%, regaining the throne of the Chinese market.
Two "one-family" companies have now joined forces to form a two-pronged blow to Apple. How long can Apple, a foreign brand that once dominated China, last? Will its leadership position in the Chinese market be replaced by new forces?
Huawei encountered difficulties, and Honor rebuilt its brand to redeem itself
In 2020, Huawei was sanctioned by the United States, which took a sharp turn in the international smartphone market, and its market share continued to decline. As the world's largest smartphone manufacturer, Huawei's decline has impacted the entire industry structure. Its market vacancies provide opportunities for other brands to move on top.
In this context, Huawei's original humble sub-brand Glory has emerged. Honor was once a niche brand under Huawei, accounting for only about 3% of the market, and its status was comparable to that of second-tier manufacturers. But after breaking away from Huawei to become an independent brand, Honor carried out aggressive rebranding and technological innovation.
Honor launches fashionable products for young consumer groups and attracts this market segment with unique technology. At the same time, they increased the construction of online and offline channels, carried out joint publicity with major brands, and quickly increased their popularity and reputation. Honor has introduced new technologies in a big way, constantly introducing new products, so that the products have sufficient market competitiveness.
After this series of measures, Honor has successfully opened the domestic high-end market, and user recognition has been rising. By 2023, Honor has firmly ranked among the top three smartphone brands in China, surpassing Apple in market share and leaping to the position of "the second Huawei". This marks Huawei's leadership position in the Chinese market and will be inherited by upstart Honor.
Huawei returned strongly, and China's two heroes joined forces to besiege Apple
Just when Glory successfully rose, Huawei, the former industry overlord, also returned to the list with amazing momentum. After taking self-help measures, Huawei's mobile phone shipments in the second half of 2022 increased by 76.1% month-on-month, and its share returned to the top five.
What surprised opponents even more was that Huawei announced a full-year sales target of 40 million mobile phones, higher than the previous expectation of 37 million. This marks the comprehensive recovery of Huawei's mobile phone business, and its strength has not diminished in that year.
It can be said that the growth of Honor has solved Huawei's vacancy in the domestic market, and Huawei's strong recovery has also ushered in a new pattern in China's smartphone market: Honor and Huawei have joined forces to become a situation where the two heroes go hand in hand.
In this case, Apple's position in the Chinese market is in jeopardy. Honor has replaced it as the second largest brand in Greater China, and Huawei is following its pace. The two companies joined forces to form a bag for Apple, which has brought a profound impact on its leadership position in the Chinese market.
China's smartphone market is renewed, and local brands are chasing high-end
After Huawei's sanctions, China's smartphone market has undergone profound changes. Honor was reborn, Huawei saved itself, and the strength of China's local brands increased greatly, and began to challenge Apple, a foreign giant. This indicates that China's mobile phone market already has a local industrial chain and innovation capabilities that rival international first-tier manufacturers.
Huawei's experience has not crushed China's scientific and technological strength, but has spawned more new competitive forces. This has provided the impetus for the continuous development of China's mobile phone industry.
Looking ahead, as China's domestic brands flourish, they will further crowd out the share of multinational giants such as Apple, making China a true smartphone manufacturing power in the world.
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