Qilin, Hongmeng, Satellite Talk, and Starflash: How many "brands" does Huawei still have?

On September 19th, Huawei's official Weibo account released a preview of its new product launch on September 25th, announcing the upcoming release of the oversized Huawei MatePadPro13.2 tablet

On September 19th, Huawei's official Weibo account released a preview of its new product launch on September 25th, announcing the upcoming release of the oversized Huawei MatePadPro13.2 tablet. It is worth noting that the tablet will support star flash technology and is also the first official promotional product to use this technology.

Previously, Huawei quietly launched Mate60 series phones and MateX5 foldable screen phones. In addition to the return of the Kirin chip and suspected 5G, it also implemented satellite call functions on Mate60Pro, Mate60Pro+, and Huawei MateX5, triggering a rush to make purchases.

Recently, staff from multiple Huawei stores in Beijing told the Beijing News Shell Finance reporter that the Huawei Mate60 and Mate60Pro stores are currently out of stock and need to register and queue for orders. Once the stores arrive, the recipients will be notified in order. Some small Huawei authorized stores have a queue of one to two hundred people waiting to pick up goods, while large flagship stores have over a thousand people on the queue list.

Can Huawei's Mate60 series mobile phones help Huawei regain its lost market due to their hot sales? Ma Jihua, a senior analyst in the communication industry, believes that the hot sales of Huawei Mate60 series will lead to revenue growth and an increase in the proportion of consumer terminal business in the overall revenue. But its ability to recover lost land depends on the domestic production capacity and the opening of foreign markets.

Independent telecommunications analyst Fu Liang stated that with the gradual improvement of the relevant supply chain, Huawei's mobile phone sales have gradually improved this year. However, the specific extent to which they can rebound is influenced by many factors, including the supply chain and the sustainability of key technical support. There is a certain degree of uncertainty

There are stores with thousands of people queuing up for goods, and there are thousands of people queuing up for generations

The number of people waiting for pickup has exceeded 1000. If you want to make a purchase, you need to join this queue for pickup. "A staff member of Huawei Yintai in01 store in Beijing told reporters that the store is currently fully booked, and customers continue to come to the store every day to inquire about the new machine situation.

On September 16th, a Huawei store in Shenyang. Figure/ICPhoto

The reporter randomly contacted about 10 Huawei stores in Beijing, Shanghai, and Shenzhen. Each store had over a hundred people on the waiting list, which was proportional to the size of the store. A Huawei authorized experience store located in the center of Chaoyang Jindi in Beijing has a queue of over 400 people, and the store has a medium-sized area. The number of people queuing in multiple stores in Shanghai and Shenzhen exceeds 200. A Huawei authorized experience store in a fourth tier city in Henan has over 100 people waiting to pick up goods. A customer mentioned that he saw someone offering paid queuing services for 1000 yuan.

The number of people queuing to pick up goods is still increasing every day, but the delivery speed is slow. The staff of the aforementioned Huawei Intime in01 store in Beijing stated that bookings will begin on August 28th and gradual pickup will begin on the 1st of this month. As of now, this store has picked up four times, but only a few dozen units each time. Many other stores contacted by the reporter, due to their small size, only three to five units arrive each time. An authorized store staff member told reporters that if they want to join the ordering queue now, it is estimated that they will not be able to receive the goods until the end of October.

On September 11th, Huawei's global flagship store on Nanjing East Road in Shanghai. Image/User provided image for on-site experience

The situation of Huawei Mate60pro+and the flagship Huawei MateX5 with foldable screens is even more special. Several authorized Huawei stores contacted by the reporter have stated that they are unable to book these two machines at the moment because they are out of stock, and "the official prices have not been announced yet". The two machines mentioned above at the Huawei Intime Inn 01 store in Beijing were previously available for booking. As of now, hundreds of people have made reservations, but reservations have also been suspended.

It is worth noting that Huawei has a considerable number of stores. According to the annual report, as of the end of 2022, Huawei has established over 60000 stores and counters worldwide, including over 5500 experience stores and over 2200 Huawei authorized service centers. The service center covers 47 countries and regions. At the same time, in 2022, Huawei has 14 global flagship stores and over 300 smart living centers with an area of over 500 square meters worldwide.

It is difficult to find one machine in offline stores, and it is not easy to purchase products in online shopping malls. Recently, Huawei has launched a panic buying mode in its official online shopping mall, which opens on time every morning and afternoon at fixed times. However, products that go on sale often sell out within seconds. A Huawei user told reporters that he seizes every day to grab Mate60pro+, but has not yet been able to do so.

Why are Huawei's new phones being snapped up by consumers? Ma Jihua, a senior analyst in the communication industry, told the Beijing News Shell Finance reporter that although Huawei's 5G phones have been out of the market for over two years, they have been engaged in technological research and development, and their brand image has not been affected. Therefore, when their products can meet consumer needs, they are naturally selected. Secondly, the first batch of Huawei's new machines did not have a large market volume and did not reach sufficient supply. The increase in production capacity also requires a process, leading to the phenomenon of online and offline rush purchases. In addition, Huawei's new phones have coincided with the wave of 5G phone replacements.

Independent telecommunications analyst Fu Liang said, "There are already many Huawei users waiting. After restoring 5G, it will definitely bring retaliatory growth in user demand

Continuously promoting "black technology", Huawei realizes new consumer level applications

Why are Huawei's new products so popular?

Some institutions predict that the global average replacement time will exceed 4 years. Global communication industry analyst Ma Bo analyzed that the main reason for the extension of the replacement cycle is the slow iteration of mobile phone innovation and insufficient attractiveness. The Huawei Mate60 series brings satellite calls, Hongmeng 4.0, AI big models, etc., with many technological highlights.

On September 19th, Yu Chengdong, Executive Director of Huawei, CEO of Terminal BG, and CEO of Intelligent Automotive Solutions BU, stated on Weibo that the Huawei MatePadPro13.2, a large-sized tablet, first launched with support for star flash technology. This is another "black technology" launched by Huawei, in addition to functions such as satellite calls.

Previously, Huawei Mate60Pro supported satellite calls, and Huawei referred to it as the "world's first Volkswagen smartphone to support satellite calls".

Ma Bo said, "Due to the life-saving function at critical moments, satellite communication will become a consumer level application. When purchasing, people will prioritize mobile terminals that support this function, which will gradually become a concentrated advantage for domestic smartphones

At the Huawei Developer Conference HDC that just passed in August, Yu Chengdong officially announced the combination of Hongmeng System 4.0 and Star Flash technology. Compared to traditional wireless connections, Star Flash has advantages such as 60% low power consumption, 6 times faster speed, 1/30 latency, and 10 times higher network connections. This is a major challenge for other mobile phone manufacturers who are still using wireless communication technologies such as Bluetooth and WLAN.

According to the Shanghai Securities News, the industrialization of the Star Flash standard has been gradually promoted in China, and the formulation of corresponding international standards is also being promoted. The Star Flash Alliance has over 300 members, including multiple listed companies such as Jiulian Technology, Chuangyao Technology, Danghong Technology, Guoke Micro, Huiding Technology, and Siwei Tuxin.

Return of the King ", Huawei's shipment target has been raised to 40 million units

Industry concerns whether Huawei's new product sales can boost the company's consumer terminal business. According to China Securities News, industry chain insiders have revealed that Huawei has raised its target for mobile phone shipments in 2023 to 40 million units.

Guo Mingyi, an analyst at Tianfeng International Securities, estimates that Huawei's mobile phone shipments are expected to reach 60 million units by 2024. Previously, Huawei shipped over 200 million smartphones in 2019.

Ma Jihua analyzed that in order for Huawei smartphones to reach their pre 2019 status, they must develop in the international market. For example, when we return to the European market, as well as the Middle East, Southeast Asia, Africa, and even the Americas, only after the foreign market truly opens up can Huawei phones truly be said to be revived

Fu Liang stated that the relevant supply chain in China is gradually improving, and some bottlenecks have been resolved. "From both perspectives, the supply chain is recovering, so Huawei's mobile phone sales will definitely increase this year. However, the specific extent to which it can recover is affected by many factors and there is uncertainty

There may still be some bottleneck links in Huawei's current production chain, which is the issue of whether it can stabilize large-scale supply, "Fu Liang said.

The reporter noticed that in his speech in February this year, Xu Zhijun also mentioned, "Although we have achieved many breakthroughs in product development tools in recent years, there are still many challenges we face, and there are also many product development tools that have not been completely broken through. We need to work tirelessly and double our efforts to continuously attract global excellent talents and achieve strategic breakthroughs

Sun Wenxuan, a reporter for Shell Finance at the New Beijing News

Editor Xu Chao

Proofread by Liu Baoqing

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