In May, there is snow in the Tianshan Mountains, there are no flowers, only cold.
On May 17, Huawei mobile phones finally ushered in good news. The world's first "5G communication shell" is launched, which can change 4G into 5G in seconds. This mobile phone case will be available in early June, and the first batch is only suitable for Huawei P50 Pro mobile phones.
This means that three years after Huawei was included in the trade control blacklist by the United States, Huawei can finally use 5G! Some time ago, Yu Chengdong excitedly announced that Huawei's mobile phone supply has been greatly improved, and this year our Huawei mobile phones have begun to come back.
On the one hand, new phones can use 5G, and on the other hand, the production capacity and supply have improved. Does this mean that Huawei can quickly rise in the larger terminal market behind the mobile phone industry?
If you just look at the pricing of the mobile phone case, you know that this is just a luxury. According to media disclosures, the phone case is priced at 799 yuan. It is almost equivalent to the price of a second-hand 5G mobile phone, so this has also caused complaints from many users. "Obviously you can buy a 5g mobile phone! Why do you have to buy a 4g mobile phone + case!
"The pricing of Huawei mobile phones is not only more expensive than other mobile phone brands, but with the addition of the cost of this "5G mobile phone case", the number of ways to show off IQ seems incomprehensible."
Expensive ones do not necessarily have good quality control, how long can the feelings last
In the past three years, there have been two obvious marks surrounding Huawei's mobile phones, one is "falling" and the other is "expensive". The shipments and market share have continued to fall. According to Odmi data, Huawei's mobile phone sales in 2021 will only be 35 million units, which is less than a fraction of that in 2019, and its market share has dropped to ninth in the world.
Today, due to the serious damage to the mobile phone business, Huawei's revenue and net profit have been affected to a considerable extent. According to the performance data disclosed by Huawei in the first quarter of 2022, its revenue was 131 billion yuan, a year-on-year decrease of 13.9%, and its net profit fell from more than 10% to 4.3%.
But at the same time, the price of Huawei mobile phones has risen, and the flagship model has soared from the original four or five thousand to six or seven thousand, and now it is nearly ten thousand. Even the TD Tech M40, which is now known as Huawei’s “pro-son” and supports 5G, has a starting price of 3,999 yuan.
Therefore, regarding the price of Huawei mobile phones, there have been complaints all over the place, and some netizens joked, "There is Huawei first, and then there will be a day, and 4G mobile phones sell for 9,000." You must know that compared with other brands of mobile phones, whether it is a Huawei mobile phone or a 5G mobile phone TD Tech cooperated with Huawei, there are actually signs of technical shortcomings.
Although TD Tech supports 5G, it is also in the same line as Huawei in appearance, but the low-end processor is from the previous generation of a friend. There is no high refresh rate or Hongmeng system. No Leica Image Certification. In terms of price, TD Tech M40 has two versions of 8GB+128GB and 8GB+256GB, priced at 3999 yuan and 4499 yuan respectively. This made fans who once supported Huawei unable to love it.
Feedback to the sales data, in fact, the attitude of consumers is very clear. According to Counterpoint data, in the first quarter of 2022 domestic smartphone sales, Huawei's market share is only 6.2%, a year-on-year decrease of 8.8% in 2021.
The recently released TD Bridge M40 8GB+256GB version was launched on JD.com for 7 days, and only 29 units were sold. Many Huawei users leave it, not only because the product premium is too high, but what makes some users intolerable is the quality control of Huawei mobile phones today.
In the past, Huawei could be said to be the ceiling of domestic mobile phone quality control, but now it is frequently problematic. On social media, many users complained endlessly. Some complained that the mobile phone freezes and takes slow pictures.
Some complained that the phone leaked light.
Some complained, and even bluntly said that the screen broke after about two months of use.
Now even the Pollen Club has a lot of doubts about quality control.
It is true that under the crazy sanctions of the United States, the lack of cores has triggered a series of chain reactions such as technical shortcomings, product upgrade difficulties, and production capacity supply difficulties. Lost a large number of users.
Layout terminal business crisis situation
With mobile phones in crisis, Huawei is determined to develop a broader terminal market. Some time ago, Huawei's consumer business was renamed as terminal business, and it entered the commercial field in an all-round way with product categories such as commercial notebooks, desktops and monitors, tablets, smart screens, and wearables.
It seems ambitious and powerful, but in fact, in the terminal market other than mobile phones, Huawei still has to solve at least two major problems, which can be described as even more difficult. From the perspective of the market, the scale of the smart commercial terminal market that Huawei faces is actually not large. According to data from the Huajing Industry Research Institute, the global smart commercial terminal market size in 2020 is only 18 billion yuan, and it is expected to only reach 33.1 billion yuan by 2023.
Compared with the trillion-dollar scale of the mobile phone market, the boost of Huawei's performance by smart commercial terminals may only be regarded as a drop in the bucket.
In other terminal fields such as TVs and notebooks, although Huawei has entered the competition, judging from the current situation, Huawei is also facing an extremely introverted market. For example, on TV terminals, according to TrendForce data, global TV shipments will reach 210 million units in 2021, a year-on-year decrease of 3.2%. Looking back at the Chinese market, brand shipments in the Chinese TV market for the whole of 2021 will be 38.98 million units, a 12-year low.
Huawei's terminals are either entering a market with limited growth, or entering a market with an obvious downward trend. For Huawei, if it wants to rely on a larger terminal market for performance support, it is actually not easy.
Not only is it facing challenges in terms of market size, but as a latecomer, in many terminal markets, Huawei has to face opponents with deep accumulation and strong players.
As far as TV terminals are concerned, currently in this field, Samsung, LG, and TCL firmly occupy the first echelon, while manufacturers such as Hisense, Skyworth, Xiaomi, and Sony are also strong opponents.
From the data point of view, in 2021, Huawei's smart screen will enter the top 15 in the world for the first time, with a sales volume of 1.3 million units, but this sales data is only one-tenth of that of its old rival Xiaomi, whose shipment volume in 2021 will be 12.5 million units. .
Compared with Samsung's 41.6 million units, LG's 26.7 million units, and TCL's 23.3 million units are even farther apart.
You must know that in the field of TV terminals, Huawei's advantages are not obvious. Taking the Huawei Smart Screen V75 as an example, as a popular MiniLED TV today, it can only achieve 360 screen backlight partitions, a peak screen brightness of 1,000 nits, and a peak brightness of 97.0 nits. %DCI-P3 color gamut coverage. But what kind of products are manufactured by manufacturers with stronger technology accumulation in this field? Taking TCL X11 as an example, it can easily achieve 2000 nits screen brightness with 2304 backlight partitions and a contrast ratio of 10 million: 1.
In fact, it's not just TV terminals, Huawei is facing a lot of pressure. In the notebook, desktop and other terminal markets, Huawei also faces many powerful enemies.
According to Strategy Analytics data, currently in the global notebook computer market, the top players are Lenovo, HP, Dell , Apple, and Acer, each accounting for 23%, 20%, 16%, 10%, and 7% of the market share. , with Huawei's current shipments, it can only be classified into the column of Others.
In China, Huawei once rushed to the second place in the country in the notebook terminal market. But at its peak, Huawei's notebook shipments in a single quarter were only 1.3 million units, which was far behind Lenovo's 5.6 million units.
In terms of smart commercial terminals, Huawei's opponent is precisely Lenovo. Judging from Lenovo's annual report data, Lenovo's PC market share in China will reach 43.7% in 2021, ranking first. How to defeat this giant, only ambition and ambition are far from enough.
In the past, the outside world generally focused on Huawei's mobile phone business, but in fact, in the broader terminal market, Huawei's layout in many fields has encountered some crises. In addition to TVs and PC terminals, Huawei's tablet shipments in 2021 will also be year-on-year. A sharp drop of 32.1%.
It is conceivable that Huawei's problem is real. The mobile phone business caused by the lack of cores is damaged, and it is difficult to change the decline by relying on feelings. However, taking advantage of the opportunity to attack other terminal markets has encountered many obstacles. For Huawei, 2022 is bound to be stable. It is even more necessary to grasp the initial intention of making users feel better and within reach.