Huawei Mate returns to high -end mobile phone war situation difficult to change

China Business Daily (Reporter Jiao Likun) "Leading far away!" At 8:38 pm on September 6, Yu Chengdong wrote these four words on Weibo. At this time, it has been about 5 hours since the release of the Huawei Mate 50 series. The market response is enthusiastic and the new products are scheduled to be hot. The Huawei executive director, terminal BG CEO, and smart car solution BU CEO put another "satellite" on mobile phones. However, there is no Kirin chip's "windfire wheel", which can only be cultivated vertically on the 4G mobile track. It is still unknown when Huawei recapture the market share of high -end mobile phones.

Yu Chengdong released the Mate 50 series (the picture is provided by the enterprise)

"Break through the sky" black technology blessing

On the afternoon of September 6, Huawei announced the launch of the new flagship Mate 50 series, two years since the previous generation Mate 40. "Two years later, the Huawei Mate series is back." Yu Chengdong said at the press conference that the Mate series always insisted on the ultimate, high -end, and innovation. Each generation was a collection of Huawei cutting -edge technology. The Mate 50 series inherits the Mate gene, which has both the technology of "breaking through the sky", but also opened a new era of XMAGE mobile image.

The Mate 50 series carries many expectations. As we all know, Huawei's mobile phone chip has been in a state of discretion. Previously, there were rumors that Huawei Mate 50 may be equipped with a 5G version of Kirin chip. However, at the press conference, the Mate 50 series chip configuration was not mentioned. It is understood that it is equipped with the Qualcomm Snapdragon 8+ processor, which is still a 4G chip.

From the perspective of the industry, it is indeed a big flaw for 5G. At present, 5G mobile phones have become the mainstream of the industry, and most of the friends and merchants also use Qualcomm 5G chips. Each high -end mobile phone can perform horizontally in terms of performance. Huawei's pressure can be imagined.

In order to form differentiation and carry the banner of high -end mobile phones, Huawei Mate 50 uses the technology of "breaking up to the sky", from soft to hard to "full armed".

First of all, the most watched in the industry is the support of the Beidou satellite -in the absence of ground network signals, it can still send messages to the outside world. The Mate 50 series is the world's first popular smartphone to support Beidou satellite news. "Under the environment where the user is in a desert -deserted area, the sea in the sea, the earthquake rescue, etc., you can also send the text and location information for help at any time through the APP, and support multiple positions to generate a trajectory map at any time. Provide a sense of security at all times. "Yu Chengdong said.

CITIC Construction Investment stated in the research report that as the development of ground communication network technology is becoming more mature, users' demand for communication with wider areas (sky, ocean, forests, deserts, etc.) is continuously enhanced, and the development of satellite communication and satellite Internet has been widely developed extensively Following, maybe even a part of 6G.

Anti -falling is another big label of the Mate 50 series. Its "Kunlun Glass" was launched, which claims to be 10 times the ability to resist, solving the market pain point that is easy to break on the screen of the mobile phone. Not only that, the first launch is equipped with Hongmeng operating system 3.0, ultra -optical XMAGE image system, the first ten -speed adjustable physical aperture, making it the most precise and most powerful mobile imaging system in Mate history.

The most innovative innovation for netizens is that under the "emergency mode", we can intelligently start the poly energy pump at 1%of low -power, support for three hours or calls for 12 minutes, or 10 bright codes.

Ma Jihua, a senior telecommunications industry observers, told China Business Daily that the Huawei Mate 50 series is an important step for the Huawei terminal to continue the life of high -end flagship mobile phone brands, indicating that Huawei is full of confidence in the market after resolving the supply chain in the near future. "Today, it can still break through the major performance of smartphones, indicating that Huawei has not given up research and development innovation, and will also bring confidence to expecting Huawei mobile phones to reappear users and channels."

Pre -sale hot market price increase

The release of the Huawei Mate 50 series has attracted great attention from the outside world. Based on various channel information, the series of pre -sale is hot. Under the circumstances of this pre -sale deposit, not only the first round of pre -sale will be sold out soon, but also the price increase sales in some sales channels.

It is reported that the Huawei Mate 50 is priced at 4,999 yuan, the Huawei Mate 50 Pro is priced at 6,799 yuan, the pre -sale was launched at 18:08 on September 6, and the official on sale was officially launched on September 21. The design of the Huawei Mate 50 RS Porsche is 12,999 yuan, and it was officially launched at 10:08 on September 21.

Screenshot of an e -commerce seller

On a certain e -commerce platform, a seller who runs a digital product has the word "scarce new products" on its shop: "Huawei Mate 50 has a price increase of 500 yuan, now it can be received around September 22." The 128GB version of the Huawei Mate 50 is an example. The official price of Golden Black is 4999 yuan, while the shop's price is 5499 yuan.

It is also reported that before the Mate 50 series was released, the number of reservations for Huawei Mall reached 2.45 million. Earlier, Tianfeng International Analyst Guo Mingzheng once said that if Huawei Mate 50 series market response is good, it will be an incentive for the domestic high -end mobile phone market, which can reduce the impact of the downward cycle of the consumer electronics market from the side.

Zhang Yang, a senior analyst at Beijing Borui Heng Consulting Co., Ltd., is optimistic about the market performance of the Mate 50 series. He told the China Business Daily reporter that the target customers of the Huawei Mate series have always been based on business groups. The group is not sensitive to price and is not very concerned about pure hardware. The level of grade applications will not occur, and the impact of the lack of 5G function on the Huawei Mate series products will be weakened. At the same time, the epidemic has a small impact on the consumption habits and capabilities of business people. "From the perspective of pricing, Huawei has adopted a more positive pricing strategy to promote product sales." Zhang Yang believes that its product pricing is the same as Mate 40, which is affected by the epidemic. When the previous generation of products are improved, it can be regarded as a price reduction strategy.

Heating up high -end market competition

The competition in the high -end mobile phone market continues to heat up. It is interesting that Apple will hold a press conference at 1 am on September 8, Beijing time. Various information shows that the iPhone 14 series is about to debut. The strong running of the Huawei Mate 50 series has added more highlights to this market hegemony.

According to a report from the market research institution Counterpoint Research, the domestic high -end smartphone market in the second quarter of 2022 ranked first with 46%of the market share, and Huawei ranked third with 11%of the market share. In the first half of 2020, Huawei surpassed Apple with a 44.1%share. Since then, the United States' suppression has made Huawei's high -end mobile phones particularly difficult.

In Ma Jihua's view, the sales volume of Huawei Mate 50 series is definitely not as good as Apple, but it will still be welcomed by a specific user group. From the perspective of market share, the current situation is probably difficult to change. "But most of the high -end market share left by Huawei has been captured by Apple, which shows that other mobile phone brands have not shocked Huawei's foundation so far. From Huawei itself, Apple is a benchmark, and the high -end market stays in Apple hands. Instead, it is tantamount to reserving Huawei. As long as it is not taken away by other brands, Huawei has a chance to come back. "Ma Jihua said.

Guo Tianxiang, a senior analyst of IDC China, told China Business Daily that Huawei's brand pulling force can still bring some impact on Apple in the high -end market. "However, whether the Mate 50 series is preparation or the product itself, it is expected that it is difficult to reach the sales level of the previous generations. It will take more time to return to the competition situation of the competition with the Apple Division."

At present, major domestic mobile phone manufacturers are increasing the layout of high -end markets. Especially in the Chinese market, vivo, OPPO, Xiaomi, Honor, etc. are all working. However, it is destined to be a "marathon" for Huawei or friends. If Huawei mobile phones want to return to the peak, they must crack the chip problem.

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