Huawei glory join Hass chips into the United States market, share or take time for Huawei, glory, Hass-IT information
For the United States market, Huawei's headquarters has always been hesitant attitude. Compared with the rapid growth of the global market in recent years, United States markets seems to be an island. Huawei Technologies, who have left the United States before the Terminal employees of Sina science and technology, said that "due to suffering from United States Government investigations, and non-tariff barriers, Shenzhen from there and never think of going into energy expand United States market. But the United States has always been a market that cannot be ignored. They will sooner or later begin to exert. ”
On Wednesday, Huawei brand was officially released at the San Francisco Museum of natural glory 8 of the United States. Although this is not the first time Huawei in the United States released phones, but for Huawei cell phones in the United States's future development, the Conference is of landmark significance. SI Kirin chip, because this is the first time into the United States market, also marked the beginning of Huawei's formal power to enter the United States market.
From white to Nexus
Market share relative to the world's third, Huawei mobile phones in the United States are have little effect. At the beginning of this year, before the punch, Huawei mobile phones in the United States go the road expansion did not go smoothly. Before 2012, Huawei had relied on United States small operators sell low-end white-board machine, once in the United States market share of 3%-4%, but with better integration between operators, Huawei lost orders for small operators, a sharp decline in market share.
That period of time is also Huawei network sector in the United States most quiet period. Huawei network United States Government survey, the deal was rejected, Sprint network equipment order suffered cancellation. Also during this time, Yu in charge of Huawei Terminal sharply cut profits but unable to enhance the brand of white business, began streamlining product lines and brand positioning.
Brief adjustments, beginning in 2014 Huawei Terminal launched a restructuring of United States business, formed his own e-commerce Web site and after sales customer service system, has launched a Mate 2, GX8 and P8i products, through its own Web site, public channels such as Amazon and best buy. However, Huawei's hot product models in the country, United States listed models are used in high-throughput low-end chips with low, often for months at a time later than the global time to market, directly affects the attractiveness of products and sales.
In June last year, Huawei Terminal United States when the President Xu Zhiqiang told Sina science and technology, presented in five years into the United States market the first three goals. At the time, Huawei in the United States listed product and there is not much competition, this target is almost impossible. United States smartphone market has long been dominated by five or six companies, Apple (42%) and Samsung (28%) accounted for more than 70% market share and LG (10%), Motorola (5%) and HTC (4%) three of the total accounted for 20% of the market, leaving other vendors in the market space is very limited.
Nexus 6P is listed in October last year Huawei in the United States first step in brand promotion. As the first Chinese manufacturer to build the Nexus,Nexus 6P got the United States media recognition, media TheVerge, even given the "best Android phones" evaluation, then greatly enhanced by Huawei in the United States market brand value, and lay a good foundation for subsequent follow-up product launches. Huawei Terminal United States Department said that in order to concentrate on creating Nexus project, Huawei had even postponed the glory brand in the United States market.
Huawei this year in the United States filed a patent lawsuit against Samsung and third-largest carriers t-mobile and more United States consumer awareness of Huawei's technical strength. In addition, Huawei, watches and Matebook also helped boost some extent Huawei brand. In the Microsoft store, Matebook was placed in the most prominent position. Huawei's watch into a best buy and Google Play official stores. Although sales of these products may not be too high, but it obviously brings concerns about Huawei brand.
Glory flagship youth market
As Huawei's sub brands, higher price and business models is the glory of Huawei Terminal quickly to the third pillar of the global market share. According to data released Zhao Ming, President of glory, glory 2013 only $ 100 million in sales next year will reach $ 2.4 billion, continue to soar to us $ 6 billion last year, sales reached 40 million, accounting for Huawei's global sales last year (108 million) near 40%. In Europe and other overseas markets, the glory of particularly rapid growth.
But until this year, Huawei and glory began his fists to attack United States market. In January, the glory of 5x in the United States market, it was also the first landing United States market glory phone. However, priced at $ 200, with fingerprint 5x continues to be used in high-throughput end the glory of 616 chip. Previously in the United States many Huawei sold mobile phones the same glorious route 8 remain the open market, Amazon, best buy, NewEgg, etc and offline sales channels.
Glory in the United States title was cost-effective and youth market, so also has a clear focus on marketing. In addition to employ David Beckham sons Brooklyn as their representative in addition to glory in the United States mainly by sponsoring activities to promote all kinds of young people are interested in. Including the South by Southwest festival, San Francisco Film Festival, FISE activities such as extreme sports tournament in the world.
Brand signed with Huawei Messi and Scarlett Johansson star in different, glorious Voice selection is very smart. Brooklyn is not a-list stars, so he signed endorsement the prices are very low, but a superstar father's reasons, his media exposure is very high, in the United States has a high profile in the teen market. According to industry sources, the global endorsement fee only $ 400,000 in Brooklyn, but the price has not been Huawei United States Department to confirm.
Hass Kirin glory 8 carrying 950 chip, using double-sided glass design, point of main cost, in the United States market for $ 400 from the sale. Wired United States mainstream media reviews have also stressed the high price, calling it "the high-end configuration, mid-tier price." United States carriers have cut subsidies, after canceling the contract, United States consumers now must pay full price or by phone. Flag ship relative to Apple and Samsung cell phones starting sale price of $ 649, price of glory 8 to consider younger users have a certain appeal.
Hass chip landed United States
Another focus of the glory 8 release is Huawei's own sea thinking unicorns chip. Si chip, because the sea is not in the United States market, Huawei in the United States sell Mate 2 and P8i are based on Qualcomm chip in the end, time to market than the rest of the world lags behind, United States listed have been less competitive. Glory with the Hass chips sold 8, heralding future Huawei mobile phone brand in the United States can also be listed in tandem with the world.
In fact, Huawei mobile phone released in the second half of last year has been quietly supportive of United States 4G LTE network, becoming one of the few in the United States using the 4G network of China-made mobile phones (currently limited to Huawei, one plus and ZUK). Functionally, this means Huawei cell phone international version can directly in the United States.
Huawei Terminal PR spokesman Yang Haifeng told Sina science and technology introduction, in accordance with United States market regulations, mobile need chip platform access to operator sales channels, through a carrier test; and the open market sales of mobile phones by manufacturers to control the quality, by United States Government mandated access to testing. The kylin glory 8 carrying 950 chip, as part of the whole and the whole test, without the operator's test, while Huawei Terminal United States testing eligibility for themselves.
Though open market channels keeps Hass chips from the chip platform access and operators have strict procedures for testing, but also means the glory of 8 temporarily unable to enter the United States carriers, lost its largest market. Different from other markets around the world, United States smartphone market is overwhelmingly dominant market operators, operator channels accounted for 90% of the total shipments.
However, in recent years, with United States carriers to phase out contracts, purchase subsidy cuts, United States consumers begin to feel the Apple of Samsung's flagship smart phone, such as higher prices, prompting an increasing number of consumers choose not to purchase from the operator, instead looking for cost-effective low-end machines on the open market. Starting late last year, United States largest electronics store best buy launched its first bare-metal counter, motorcycle and even the 2015 Edition x across to bare-metal sales.
Share take time
Currently Huawei Terminal United States sales of products including Nexus 6P, new Matebook, Huawei watches, P8i, GX8 and MediaPad T1 8.0 Tablet plus glory glory of the Department of 5x and new release 8, covering three of high, medium and low range market. But perhaps it only in the company's flagship mobile phone synchronization in United States listed, enter the operator channel sales, Huawei in the United States in order to have enough market share.
Huawei Terminal last year United States President Xu Zhiqiang told Sina science and technology, the company will seriously consider the United States the possibility of operator channels. After this announcement, Huawei Terminal United States public relations to Sina technology revealed, Hass chip operator certification is still underway. Glory 8 Huawei in the United States growth began again, but will reach market space in the future, maybe more depending on Huawei's headquarters to the United States market engagement.
华为荣耀携海思芯片杀入美国市场，份额提升还需时日 - 华为,荣耀,海思 - IT资讯
对于美国市场，华为总部一直抱着犹豫的态度。与近年来全球市场的迅猛增长相比，美国市场似乎成为了一个孤岛。一位已经离职的华为美国终端前员工对新浪科技透露，“由于此前遭受美国政府调查和非贸易壁垒，深圳那边一直没想好到底要不要投入精力拓展美国市场。但美国始终是一个无法忽视的市场。他们迟早会开始发力的。”
本周三，华为在旧金山自然博物馆正式发布了子品牌荣耀8的美国版。虽然这并不是华为第一次在美国发布手机，但对于华为手机在美国的未来发展，此次发布会却具有里程碑式的意义。因为这是海思麒麟芯片第一次进入美国市场，也标志着华为开始正式发力进军美国市场。
从白牌机到Nexus
相对于全球第三的市场份额，华为手机在美国却是影响甚微。在今年开始发力之前，华为手机在美国的拓展之路走得并不顺利。2012年之前，华为曾经依靠美国小运营商销售低端白牌机，一度在美国市场达到3%-4%的占有率，但随着运营商之间的并购整合，华为失去了小运营商的订单，市场份额也急剧下滑。
那段时间也是华为网络部门在美国最为沉寂的时期。华为网络遭受美国政府调查，收购交易遭到否决，Sprint网络设备订单遭受取消。同样在这段时间，主管华为终端的余承东大幅砍掉了能带来利润但无法提升品牌的白牌机业务，开始精简产品线和提升品牌定位。
在经历短暂调整之后，2014年开始华为终端开始重组美国业务，组建了自己的电商网站和售后客服体系，先后推出了Mate 2、GX8和P8i等产品，通过自有网站、亚马逊和百思买等公开渠道销售。不过，与华为在国内热售的产品型号不同，美国上市的机型则是采用高通中低端芯片的低配版，往往比全球上市时间晚了数月之久，直接影响到了产品的吸引力和销量。
去年6月，华为终端美国总裁许志强在接受新浪科技采访时，提出了在五年内打入美国市场前三的目标。在当时看来，由于华为在美国上市产品并没有太大竞争力，这个目标几乎是不可能的。美国智能手机市场长期以来被五六家公司主导，苹果(42%)和三星(28%)占据了超过七成的市场份额，而LG(10%)、摩托罗拉(5%)和HTC(4%)三家合计占据了两成市场份额，留给其他厂商的市场空间非常有限。
去年10月上市的Nexus 6P是华为在美国品牌提升的第一步。作为首款由中国厂商打造的Nexus，Nexus 6P得到了美国媒体的一致高度肯定，权威媒体《TheVerge》甚至给出了“最佳Android手机”的评价，进而极大提升了华为在美国市场的品牌价值，为随后的后续产品上市奠定了良好基础。华为终端美国部门表示，为了集中精力打造好Nexus项目，华为甚至推迟了荣耀品牌在美国的上市时间。
今年华为在美国对三星和第三大运营商T-Mobile提起专利诉讼，让更多美国消费者了解到了华为的技术实力。此外，华为手表和Matebook也在一定程度上起到了提升华为品牌的作用。在微软专卖店中，Matebook被放在了最显赫的位置。华为手表也进入了百思买和谷歌Play官方商店销售。尽管这两款产品销量或许不会太高，但显然带来了对华为品牌的关注。
荣耀主打年轻市场
作为华为旗下子品牌，走高性价比和电商模式的荣耀是华为终端迅速增至全球市场份额第三的重要支柱。按照荣耀总裁赵明公布的数据，2013年荣耀销量仅有1亿美元，次年就达到了24亿美元，去年继续飙升至60亿美元，销量达到4000万部，占据了华为去年全球总销量(1.08亿部)的近四成。在欧洲等海外市场，荣耀的增长尤其迅猛。
但直到今年，华为和荣耀才开始双拳出击美国市场。今年1月，荣耀5x在美国市场上市，这也是首款登陆美国市场的荣耀手机。不过，售价200美元、带指纹识别的荣耀5x依然是采用高通中端的616芯片。与此前在美国发售的诸多华为手机相同，荣耀8依然是走公开市场路线，在亚马逊、百思买、新蛋网等线上线下渠道销售。
荣耀在美国主打的是高性价比和年轻人市场，因此市场营销也有着明显侧重。除了聘请贝克汉姆大儿子布鲁克林为代言人之外，荣耀在美国主要通过赞助各种年轻人感兴趣的活动来进行推广。其中包括了西南偏南艺术节、旧金山电影节、FISE世界极限运动巡回赛等活动。
与华为品牌签约梅西和斯嘉丽·约翰逊这样巨星不同，荣耀的代言人选择非常精明。布鲁克林并不是一线明星，因此他的签约代言价格也非常低廉，但由于一线巨星父亲的原因，他的媒体曝光度却非常高，在美国青少年市场中拥有很高的知名度。据业内人士透露，布鲁克林的全球代言费只有40万美元，但这个价格并没有得到华为美国部门的确认。
荣耀8搭载海思麒麟950芯片，采用双面玻璃设计，卖点主打高性价比，在美国市场400美元起售。《连线》等美国主流媒体在评测时也纷纷强调了高性价比，将其称为“高端配置，中端价格”。在美国运营商纷纷削减补贴，取消合约机后，美国消费者现在必须全价或分期支付手机价格。相对于苹果和三星旗舰手机649美元的起售价格，荣耀8对考虑性价比的年轻用户具有一定的吸引力。
海思芯片登陆美国
此次荣耀8发布的另一个关注焦点就是华为自有的海思麒麟芯片。此前正是因为海思芯片未在美国上市，华为在美国销售的Mate 2和P8i都是采用高通中端芯片，上市时间比全球其他地区严重滞后，等美国上市时已经缺乏竞争力。此次海思芯片随荣耀8发售，这预示着未来华为品牌手机在美国也可以随全球同步上市。
实际上，去年下半年发布的华为手机已经悄悄支持美国的4G LTE网络，成为为数不多能在美国使用4G网络的中国国产手机(目前仅限于华为、一加和ZUK等)。这意味着华为手机国际版在功能上已经可以直接在美国使用。
华为终端公关发言人杨海峰对新浪科技介绍，按照美国市场的监管规定，运营商销售渠道的手机需要芯片平台准入，通过运营商的测试；而公开市场销售的手机则由厂商自己把控质量，通过美国政府强制要求的市场准入测试。此次荣耀8搭载的麒麟950芯片，作为整机的一部分和整机一起测试，不需要经过运营商的测试，而华为终端美国自己就具备整机测试的资格。
虽然走公开市场渠道可以让海思芯片避免芯片平台准入和运营商测试的严格程序，但也意味着荣耀8暂时无法进入美国运营商渠道，失去了最大的市场。与全球其他市场不同，美国智能手机市场是运营商占据绝对主导的市场，运营商渠道占据了总出货量的九成。
不过，近年来随着美国运营商逐步取消合约机，削减购机补贴，美国消费者开始逐渐感受到苹果三星等旗舰智能手机的高昂售价，促使越来越多的消费者选择不从运营商处购机，转而在公开市场寻找高性价比的中低端机器。去年下半年开始，美国最大的电器商场百思买首次推出了裸机专柜，摩托甚至将2015版X全线以裸机销售。
份额提升还需时日
目前华为终端美国销售的产品包括Nexus 6P、新上市的Matebook、华为手表、P8i、GX8以及MediaPad T1 8.0平板，加上荣耀部门的5x和新发布的荣耀8，基本覆盖了高中低三个区间的市场。不过，或许只有等到华为旗舰手机同步在美国上市，进入运营商渠道销售，华为在美国才能拥有足够的市场份额。
去年华为终端美国总裁许志强曾经告诉新浪科技，华为会认真考虑走美国运营商渠道的可能性。而此次发布会后，华为终端美国公关也向新浪科技透露，海思芯片的运营商认证还在进行中。荣耀8只是华为在美国重新增长的开始，但未来能达到怎样的市场空间，或许更多的取决于华为总部对美国市场的投入程度。