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Entering 2022, the smartphone market has ushered in earth-shaking changes. With its self-developed HarmonyOS system and excellent product strength, Huawei successfully achieved a counterattack, and its mobile phone sales in the first quarter increased by nearly 70% year-on-year, directly rushing to the top of the sales list.
Meanwhile, Apple's iPhone underperformed in China, with sales plummeting nearly 20%, its worst performance since 2020.
The reason for this is that Huawei's strong return has had a direct impact on Apple, coupled with the impact of multiple factors such as repeated epidemics, Apple's market share in China has been eroded.
This reflects that the smartphone market pattern and brand strength are undergoing major changes, and Huawei's "blood" trend cannot be underestimated.
Huawei's mobile phone sales increased by nearly 70% in the first quarter, ranking first
According to the latest data from Counterpoint, an analitcs research organization, in the first quarter of 2022, China's smartphone shipments increased by 1.5% year-on-year, achieving the second consecutive quarter of positive growth.
Among all mobile phone brands, Huawei performed the most, with a year-on-year increase of 69.7%. This is mainly due to Huawei's "helping hand" - the Mate 60 series of 5G mobile phones are on sale.
These new flagship products that support the self-developed HarmonyOS system are well received by consumers, directly boosting Huawei's share in the high-end market of $600 and above.
In fact, when the Huawei Mate 60 series was released in August last year, it was sold out without any publicity, becoming the biggest variable in the mobile phone market in the third quarter.
On April 18 this year, Huawei once again opened the sales of the Pura 70 series pioneer program, and successively released a number of new products such as Pura 70 Ultra and Pura 70 Pro.
Under the dual effect of product strength and brand effect, Huawei's mobile phone division successfully opened up the situation and performed well in the first quarter.
In contrast, Apple, the former mobile phone giant, has fared dismally in China. According to Counterpoint data, Apple's iPhone sales in China fell 19.1% year-on-year in the first quarter, the worst level since 2020.
Previously, Apple CEO Tim Cook has repeatedly publicly stated that China is one of Apple's most important markets, and emphasized that China's business maintains strong growth. But in reality, Apple's sales in China have already declined.
This is mainly due to the fact that Huawei's strong comeback has dealt a heavy blow to Apple, directly seizing the high-end market share, coupled with the impact of factors such as repeated epidemics, Apple's iPhone sales in China are becoming more and more difficult.
Behind Huawei's successful transformation
In fact, over a longer period of time, Huawei's mobile phone division has experienced a lot of ups and downs in sales over the past two years. In 2021, affected by US sanctions, Huawei's mobile phone shipments fell sharply, and its market share once fell out of the top five. Why was Huawei's mobile phone division able to successfully turn the situation around this year and achieve a counterattack?
The author believes that the most critical reason is that Huawei has successfully completed its business transformation and developed its own and controllable HarmonyOS system. Relying on this system, Huawei overcomes the disadvantage of not having an Android system and makes its flagship phone run all kinds of applications.
This provides a basic guarantee for consumers to regain confidence in Huawei mobile phones. At the same time, Huawei has also increased its investment and launched a number of new products with powerful configurations and flagship-level performance, represented by the Mate and P series, so that the product strength can be quickly restored.
With the help of a strong brand, Huawei's mobile phone division's efforts to rebuild and successfully transform have finally paid off. Especially during the pandemic, the autonomous and controllable Harmony OS system provided unique advantages for Huawei mobile phones.
This has enabled it to successfully break through the US technology blockade in the field of mobile phone operating system and ensure the independent and controllable development of the mobile phone business.
Second, Huawei has also adjusted its sales strategy and increased the construction of offline channels. For example, it has consolidated strategic cooperation with Lenovo, Gome, Suning, etc., and expanded offline channels.
At the same time, it is also actively deploying online sales. The abundant sales channels provide strong support for Huawei mobile phones, enabling them to get close to consumers and bring products to the hearts of users.
The impact of the US-China trade war on the two giants cannot be ignored. Huawei and Apple have long competed in the global high-end mobile phone market.
However, under the Sino-US trade war, Huawei was suppressed by the United States at all levels, and it was at a disadvantage for a while. Apple, on the other hand, with its own technical strength, does not have much impact.
However, changes in the trade environment have led to changes in Chinese user sentiment, coupled with repeated epidemics, consumers need a stable user experience, which in turn provides opportunities for the domestic brand Huawei.
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