Huawei is suffering from continuous, cumbersome attacks that do not have the stops of numerous companies and partners from all over the world. All aspects in the process of manufacturing smartphones from processor chips, operating systems, memory, Bluetooth, 5G … are being made difficult. Of course, with huge potential accumulated over the years and partly backed by the Chinese government, it is difficult to say that this giant will fall down. However, injuries, even serious injuries, are hard to avoid.
This is also unexpectedly a rare opportunity for other smartphone manufacturers to take advantage of to gain high-end smartphone market share, which has long been dominated by Apple, Samsung and Huawei. In it, the three most prominent names, have the opportunity to scramble for market share at the moment is Xiaomi, Oppo and OnePlus.
Xiaomi has experienced developing mid-range smartphones with a configuration not inferior to competitors' high-end products, but being shaped as a low-cost phone company will be a big barrier to success in the high-end segment. level. Oppo also has a similar direction with Xiaomi, when these two manufacturers are focusing on building a reputation in the price segment from $ 500-600. OnePlus is more prominent when it is located at the product level of about 700 USD, with the same name "iPhone destroyer" with the configuration and attractive features.
According to the Q1 / 2019 business results report, despite Apple's sharp decline in sales and number of devices sold or Samsung reeling in the mobile segment, all three Xiaomi, Oppo and OnePlus manufacturers are all Silently achieved considerable success.
Xiaomi has a 27% increase in revenue, mainly thanks to the international market. The company has sold 27.9 million smartphones globally, ranking fourth, earning about 3.9 billion dollars. Global MIUI users are currently estimated at 260 million, an increase of 37% over the previous year.
Xiaomi's Redmi Note 7 series sold more than 4 million units in the first quarter of 2019. The Xiaomi Mi 9 series was launched on February 20, 2019, and by March 31, 2019, more than 1.5 million units were sold, by the beginning of April 2019, sales had exceeded 1.5 million. Surprisingly, the average selling price of Xiaomi smartphones in China and overseas markets increased by 30% and 12% respectively, but still achieved good results. This is a good premise for this manufacturer to look to the high-end segment in the future.
Last year Oppo also achieved remarkable success, both in sales and market share. The launch of the Find X phone with a pop-up camera has made users take a different look at this manufacturer. The company has also partly prepared to advance to the high-end smartphone segment with the preparation and testing of a range of new features and technologies such as three cameras with the ability to change aperture, unlock Face Unlock, AI, super fast charging SuperVOOC … In addition, Oppo also signed a contract to officially cooperate with Qualcomm for 5G solutions earlier this year. And in March/2018, the company established a research institute exclusively for 5G technology and AI intelligence. So technology analysts say Oppo is being seen as the first company in China to touch the dream of digitizing 5G.
And OnePlus, though born later, has positioned itself along the high-end smartphone path. The company has built up its image in the international market, as evidenced by the speed of selling out in seconds. Not every Chinese phone company can make people in the United States or Europe line up in the street waiting to buy new products. The OnePlus 7 Pro has recently earned $ 144 million in just 60 seconds in China. China's largest e-commerce site – JingDong said it was "the best-selling product on the entire platform".
In the context of Chinese netizens calling for boycott of the iPhone, supporting Huawei but OnePlus still sells goods, can see how well the reputation and platform of this brand.
However, the road to high-end segment in the smartphone market has never been easy. With a low start and not too long uptime, companies like Xiaomi, Oppo or OnePlus are forced to find a different approach to Huawei or Samsung.
The immediate launch of a new product for the $ 1,000 smartphone segment at the moment is almost impossible. The best choice is to proceed slowly and methodically, from the $ 700 segment to $ 800, then to $ 1,000. When consumers have confidence in products in the high-end segment, the opportunity to squeeze into the new high-end segment really opens up for these brands. Of course in the process, it is necessary to parallel the improvement of the image, status and reputation of the manufacturer. A $ 1,000 smartphone requires not only configuration and design, but also gives users peace of mind and confidence when using it, especially security as well as privacy.
Meanwhile, with Samsung, Huawei's "horse fall" is also a good opportunity to increase market share in this segment. While low-level rivals have not accumulated enough experience to scramble, Apple is still worried about China's counter-attacks, Samsung can fully free up its market share. Of course, in the short term, this Korean manufacturer still has to try to erase the newly established bad reputation related to Galaxy Fold folding smartphone model.
It can be said, opportunities are open to all manufacturers from Samsung, Apple to Xiaomi, Oppo or OnePlus. Huawei's vacant market share will reach anyone or be shared among all parties. The report on smartphone market in the second half of 2019 will give the most accurate answer.