Which countries are Huawei's mobile phones exported to? Analysis on the current situation of Huawei's mobile phone export.

The main way for mobile phones to be exported overseas is through Hong Kong and then re-exported to other countries or regions. In 20 14, the sales of Huawei mobile phones re-exported through Hong Kong reached 2.5 billion US dollars, accounting for 73.7% of the total export. Myanmar, Colombia, Venezuela and United Arab Emirates are the main export markets of Huawei's mobile phones, with turnover of US$ 330 million, US$ 654.38+US$ 40 million, US$ 654.38+US$ 30 million and US$ 70 million respectively.

In the year of 20 15, Huawei will make important arrangements in many major target markets around the world 10 to challenge the leaders in this field: Apple and Samsung. In 20 14, Huawei's overseas consumer terminal market sales accounted for 52% of the total sales. In 20 15, Huawei will increase the sales share of overseas consumer terminal market to 60%, and Glory will also set up B2C e-commerce platforms in four countries around the world15 to fully enter the global consumer terminal market.

Source: Rising Sun Mobile Terminal Industry Research Institute.

At present, Huawei has 1 1 in major countries around the world, and its mobile phone market share has exceeded 5%. Among them, the market share of Belarusian mobile phone reached 13%, China 8. 1%, Myanmar 50%, South Africa 7.4%, Pakistan 13%, Netherlands 7.5%, Italy 7% and Spain 7%.

In the first half of 20 14, the export volume of mobile phones in China remained stable. However, due to the unfavorable factors of the decline in the average export price, the increase of China's mobile phone export turnover is less than the increase of export volume. 2065438+June 2004, the overall export unit price of mobile phones in China was $865438 +0. As a member of domestic mobile phone brands, Huawei exports mobile phones at low prices. As of 20 12, 39 models exported include: Huawei T8300, Huawei T8 100, Huawei C8600, Huawei U8500S, Huawei C8800, Huawei C8500, Huawei U810, and Huawei U. Low-end mobile phone export trade. However, Huawei P6 2065 438+03 is listed in London, UK, and its overseas sales price is 469 euros. Similarly, the overseas sales price of Huawei P7 released on 20 14 is 499 euros, the overseas sales price of Huawei Mate7 is 599 euros, and the overseas sales price of Huawei P8 released on April 2065438+05 is 599 euros. After the appearance of high-end products, Huawei mobile phones have gradually gained a certain degree of market recognition, especially in the boutique mobile phone market.

3. Reasons for accelerating the development of overseas markets

The development progress of Huawei's overseas consumer market was further accelerated in 20 14. 20 14 After Huawei launched its newly developed smartphone P7 in Paris, France in May, Huawei aimed at Southeast Asia and launched P7 in Thailand. In addition, in the United States, Huawei established a B2C e-commerce website to sell Ascend Mate 2 to customers, with the aim of forming a direct communication channel with consumers, so as to shape Huawei's brand awareness; In the European market, Huawei's sales have increased greatly through a lot of sports marketing work. There are many signs that Huawei is gradually transitioning from the low-end mobile phone market to the high-end mobile phone market, accelerating the penetration of its global consumer terminal market and reducing the shortcomings with established Samsung and Apple.

3. 1 The smart phone market in China is highly competitive.

Many brands, many styles, complex network structure, fierce competition and low profit are the present situation of the mobile phone terminal market in China. If mobile phone manufacturers lack profit feedback from overseas mobile phone terminal market, it will not be conducive to competition with other manufacturers. Sheng Linghai, chief analyst of Gartner, believes that the smart phone terminal market in China is gradually saturated, especially when a large number of international Internet brand mobile phones enter the smart phone terminal market in China, the competition is becoming more and more fierce. For Huawei, the development focus is not only the smartphone terminal market in China, but also the global market, especially the European market. "After all, relatively speaking, the mobile phone terminal market in Europe has an advantage over the United States, that is, the more open it is, the more opportunities it will have."

3.2 The decline of international brands is obvious.

From the global market point of view, because of world-renowned brands such as Nokia, Motorola, LG, Sony, Ericsson and so on. It has obviously declined, lost a huge market share, increased profits and reduced competition, gradually attracting China mobile phone brands to accelerate the pace of entering overseas.

Current situation of Huawei's mobile phone export

Huawei Technologies Co., Ltd. is a well-known private high-tech company in China, which is in a leading position in the field of global telecommunications technology. In 2003, it began to enter the field of mobile phones. After 10 years of development, it has achieved certain success.

2. Overview of1Huawei

1987 Huawei technologies co., ltd was formally established in Shenzhen, China, and its headquarters is located in Longgang district, Shenzhen, Guangdong province, China. This is a private high-tech company that produces and sells telecommunication equipment. Huawei's main business scope includes switching networks, transmission networks, wireless and wired fixed access networks, data communication networks and wireless terminal products in communication networks. Globally, Huawei provides many telecom operators and professional network owners with a variety of services, including hardware equipment, software development, professional services and high-operation solutions.

In 2007, Huawei ranked first in the field of electronics in China in terms of profitability and tax payment. By the end of 2008, Huawei has provided services to more than 65,438+000 countries and regions in the global market, and 45 of the top 50 telecom operators in the world have used the products, services and solutions provided by Huawei.

The products, services and solutions provided by Huawei have been used in more than 70 countries and regions around the world, serving 33% of the global population. The international market has increasingly become an important source of Huawei's sales revenue. Huawei's contracted sales revenue in 2009 was $30.2 billion, an increase of 30% over 2008, and more than two-thirds of its sales revenue came from the global market. The contracted sales revenue in 20 10 will reach 34 billion USD, and it is predicted that the annual sales revenue in 201/kloc-0 will reach 40 billion USD.

Del Oro is a world-famous market research company. According to a data report, Huawei has surpassed Alcatel-Lucent and Nokia Siemens to become the second largest supplier of communication equipment in the world. In 2009, Huawei won the world's first commercial LTE network, and the Norwegian 4G mobile network contract shocked the whole industry.

In the ranking of "20 10 Most Innovative Companies" (the ranking of American professional commercial media company Fast Company), Huawei ranks fifth, and the top four are Facebook, Amazon, Apple and Google.

After more than 20 years of hard development, Huawei has gradually grown into an international company. It has established 22 regional departments and more than 100 branches abroad, so that Huawei can know its customers to the greatest extent.

Quick request and response. In addition, Huawei has established 17 research bases in the United States, India, Sweden, Russian Federation and China, and the development focus and direction of each research base are different. Using the global synchronous R&D system, we will gather high-tech, experience and outstanding talents from all over the world to develop new products, so that as soon as new products come out, technology will be synchronized with the world. In addition to these, Huawei has established 36 training bases around the world to train technical talents for the host country and strive to localize its employees. The promotion of global localization has not only promoted Huawei's familiarity with the local market, but also made many contributions to the social and economic development of the host country.

Source: IDC 2065438+March 2002.

2.2 Huawei's mobile phone exports

2.2. 1 according to the data of IDC, an international market research company of Huawei's global mobile phone sales, in the fourth quarter of 20 12, Huawei's global smartphone supply reached1080,000 units, ranking the third largest smartphone vendor in the world, accounting for 4% of global smartphone sales, and Huawei ranked first in global smartphone sales in 20 13.

20 12 and 20 13 end-user smartphone sales (thousands)

Source: Gartner 2065438+April 2004.

In 20 14, the global smartphone supply reached11670,000 units, an increase of 25.9% over the previous year, and the supply of domestic mobile phone brands reached more than 450 million units, accounting for 40% of the global smartphone supply. At the same time, among the top ten mobile phone suppliers in the world, China smartphone manufacturers occupy six places. Most of these gratifying achievements come from China's cost-effective mobile phones and the huge global demand for smart phones.

20 14 Global Smartphone Shipments Ranking

Source: TrendForce, 20 15 years 1 month.

In 20 14, Huawei's smartphone supply reached 75 million units, up 70% year-on-year, and Huawei ranked fifth in the global smartphone supply list. In ...

52% of the sales come from abroad, which is the first time that Huawei's overseas sales have surpassed the sales in China market.

Source: Rising Sun Mobile Terminal Industry Research Institute.

In 20 14, the turnover of Huawei's consumer terminal business was $654.38+$0.22 billion, which exceeded $10 billion for the first time, an increase of 30% over 20 13; Moreover, the supply of smart phones reached 75 million, an increase of 45% over 20 13.

Statistics show that 52% of Huawei's consumer terminal business sales come from overseas markets. According to the data of China Customs, Huawei exported 39.043 million smartphones in 20/KOOC-0/4, with a value of US$ 3.8 billion. The average price of each mobile phone was/KOOC-0/3/KOOC-0/US$.

In the ranking of global smartphone supply in the first quarter of 20 15, Samsung's global market share in the first quarter of 20 15 was 27.8%, ranking first, which was nearly 13% higher than that in the fourth quarter of 20 14, while Samsung's old rival Apple fell/kloc-0 year-on-year.

Global smartphone supply list in the first quarter of 20 15.

Source: Trend Power. April 20 15

Huawei, which ranks third in the global smartphone supply, ranks first in the China market, accounting for 19.2% of the smartphone supply in China, and China brand Lenovo ranks second in the domestic market, accounting for 16.4%. In proportion, Huawei supplied more than 20 million smartphones in the first quarter of 20 15, while Lenovo supplied17.5 million smartphones in the first quarter of 2005.

The supply of Huawei's consumer terminal business in 20 15 is expected to be 1 100 million units (75 million smartphones in 20 14), with high-end models (sales price above 2,000 yuan) accounting for more than 30%, overseas sales accounting for more than 60%, and annual sales expected to reach1600 million US dollars.

3.3 Enhance their own strength

In recent years, Huawei's performance in the global smartphone terminal market is commendable, both in terms of sales volume and brand awareness. According to the data of research institutions, the international popularity of Huawei mobile phone brand in 20 13 years exceeded 52%, which was 1 10% higher than that in 20 12 years.

4 Huawei's advantages and disadvantages in the process of internationalization of mobile phones

In the process of internationalization, Huawei mobile phones have been developing continuously. It entered the field of mobile phones in 2003 and smart phones in 2009. In 20 12, Huawei's global supply of mobile phones ranked second in the world. In this process, China has its own advantages and disadvantages.

4. 1 Analysis of the disadvantages of Huawei's mobile phone internationalization process

4. 1. 1 has a small market share.

In 2009, Huawei entered the field of smart phone terminals. By 20 12, the supply of mobile phones ranked third in the world, accounting for 5% of the global supply of smart phones. Since 20 13, the shipment volume has been in the top five in the world. However, it is far from the top five Samsung and Apple in global shipments.

Table of Global Sales Share of Huawei, Samsung and Apple (percentage)

4. 1.2 international brands began to pay attention to the development of low-end market.

Foreign brands neglected the development of low-end market in the past market development process. Considering that the low-end market in the international market has a huge consumer group, in recent years, Samsung, Sony, Nokia, etc. have also strengthened the development of the low-end market, and successively launched a variety of low-end market models, and achieved good sales performance. This makes the competition in the low-end market with a large share of Huawei mobile phones more intense. Although Huawei's current goal is to gain a foothold in the high-end mobile phone market, it has released a number of high-end models since 20 13, but it still cannot change the status quo that low-end mobile phones occupy a large share in its global shipments.

The equipment supply treaty will harm the national security of the United States, which will make Huawei go to the North American market; This is not the first trouble Huawei has encountered involving security issues, 20; On June 30th, the wireless network card exported from China was subject to anti-dumping and insurance by the EU; 4. 1.5 The marketing model is backward; First, in the early days of globalization, Huawei used domestic sales teams; Second, there is a lack of experience in entering the market competition and entering the developed countries; The emergence of necessary conflicts and market instability factors; 4. 1.6 RMB appreciation; The appreciation of RMB makes China's mobile phones export to the sea.

The Equipment Supply Treaty will undermine the national security of the United States and adversely affect Huawei's exploration of the North American market.

This is not the first trouble Huawei has encountered involving security issues. In 2003, Huawei and Cisco had an IOS property right objection. North American and European markets have always regarded Huawei as the main defense target, especially the US market. 3COM formed an offensive and defensive alliance with it, but it was useless. According to the practice of the United States, Huawei hired lobbying agencies to go to the White House and Capitol Hill for public relations, and at the same time took all-round measures involving publishing source code, approving inspection of equipment products, and agreeing with customers whether Huawei should provide services. But it still doesn't help. The United States still warns about the security risks of products and technologies provided by Huawei. On August 25th, Sprint was warned at a meeting of the Senate that if the company agreed to cooperate with Huawei, the cooperation treaty between Sprint and the US government would encounter resistance.

On June 30th, the wireless network cards exported from China were investigated by the EU for anti-dumping and safeguard measures. 16 On September 6th, 2006, the EU once again promoted the third type of investigation, which was the first time that the EU initiated the third type of investigation on the same products exported from China. If the "anti-subsidy" inspection initiated by the European Union on China's export of wireless network cards is realized, China's high-tech industry as a whole will bear the sit-in trade barrier.

4. 1.5 marketing model is backward

First, in the early days of globalization, Huawei used domestic sales teams to send them overseas, hoping that they would apply domestic good experience to the global market. Adopt the same direct selling mode as domestic one, and negotiate directly with foreign communication operators. However, later experience has proved that this has only achieved good results in some developing countries, and it is completely unworkable in South America and even developed countries. The expansion of the developed countries' markets requires larger-scale overseas investment, localization, the use of high-quality marketing talents in the host country and the creation of new marketing networks.

Second, the market competition experience in developed countries is insufficient, and the learning cost in developed countries is high. Huawei's main international market is still concentrated in developing countries, and most of its operation and management experience comes from the practice summary of developing countries. However, as far as developed countries are concerned, their market economy environment, policy and diplomatic forms, laws and regulations implementation, technological innovation and social and cultural environment are very different from those of developing countries. Huawei needs to continue to explore and learn. If Huawei wants to develop in developed markets, it must cross these thresholds and be familiar with and able to adapt to the market environment and market mechanism in developed countries. Understand and apply the policies of developed countries and have a deep understanding of diplomatic forms; Learn local laws and regulations, make rational use of them on the basis of protecting their own interests, gain a deep understanding of local social culture and religious beliefs, and avoid not

The emergence of necessary conflicts and market instability factors

4. 1.6 RMB appreciation

The appreciation of RMB makes the price of China's mobile phones exported overseas higher, which will reduce the purchasing desire of overseas consumers and reduce their purchasing power; Because there are fewer consumers, the export volume of mobile phones will also decrease, which is not conducive to the export of mobile phones.

4.2 Huawei mobile phone internationalization process advantage analysis

4.2. 1 Deep telecom technology advantages

By the end of 20 14, Huawei's overseas revenue had exceeded $22 billion, successfully opening the door to 14 developed countries represented by Germany, France, Britain and the United States. At the same time, 9 regional departments, 55 representative offices and technical service centers have been successfully established around the world. With the gradual efforts and development, the sales and service network of products covers the whole world.

Huawei started its international development from 1996, but during 1996-2000, its main sales area was still Chinese mainland market. But by 2000, Huawei's sales revenue in foreign markets exceeded $654.38 billion for the first time.

Huawei joined the International Telecommunication Union in 2002. In 2003, Huawei began to enter the UAE telecom market, and cooperated with the communication companies in the host country to apply UMTS network to the whole country. In 2004, Huawei entered the European market, established a joint venture with Siemens to develop TD-SCDMA solutions, and cooperated with Dutch telecom operator Telfort to reach a network equipment contract worth more than 25 million US dollars. In 2005, Huawei successfully entered the British market. Provide a number of business services for BT2 1 Century Network Company; Subsequently, a contract worth $654.38+87 million was reached with Thailand's CA T to establish a nationwide 3 G network for Thailand. June 5438+October 2009 10, Huawei jointly built the world's first commercial LT E network in northern Europe with Ericsson of Sweden, and reached two commercial contracts with TeliaSonera, a Nordic communication operator.

By the end of 20 10, Huawei's products and services have been used in 160 countries around the world, supporting more than 2 billion people around the world to make phone calls, surf the Internet and send text messages every day. In just 20 10, Huawei's global sales revenue reached US$ 28 billion, an increase of 28 percentage points over the previous year, and its overseas turnover reached RMB12,040.5 billion, accounting for 65% of the total turnover. Huawei has become the second largest communication provider in the world and has successfully occupied the international market, but its internationalization process is still advancing.

Source of data: Internet resources.

4.2.2 Strong R&D ability and innovation ability.

Since 1995, Huawei has realized the importance of intellectual property rights to the company's development, so it has established an independent intellectual property organization within the company and established the Beijing R&D Center. Because Huawei is a research and development-oriented high-tech company, the key to ensure Huawei's success lies in high technology and product research and development system.

Huawei spends considerable income from sales on research and development every year, and high-tech development will account for 10% of research expenses. Huawei adopts a globally synchronized international technology development system, and product research and development has gathered experienced technical talents from all over the world, which has enabled Huawei's products and services to be in line with international standards in science and technology from the beginning, thus enhancing Huawei's international competitiveness and influence. By February of 20 1 1 year, Huawei had applied for 49,040 patents worldwide, and granted17,765 patents, including 3,060 overseas patents. In China, by the end of 20 10, Huawei had applied for 3 1869 patents and 8892 international patent applications for PCT. Huawei ranks first in the world in the number of core patents in LTE/EPC field.

Taking advantage of the high-tech advantages, commercialization advantages and industrialization advantages of countries with high scientific research technology and knowledge level, and adopting the idea of diversified development, we have carried out technical cooperation and jointly developed research projects around the world, successfully realizing the commercialization and industrialization of high-tech.

5 Huawei's strategy analysis of the problems encountered in the internationalization of mobile phones

With the continuous internationalization of Huawei's mobile phones, it has also encountered various problems. If Huawei's mobile phones want to develop continuously, it is necessary to analyze the problems in detail and adopt effective strategies.

5. 1 Establish a perfect after-sales service system.

Huawei B2C business platform Huawei Mall has been launched, selling Huawei terminal electronic products. Huawei faces enormous challenges. If we want to have enough voice in the global 3G and 4G fields, we should not only strengthen the investment and publicity of advertising media to gain consumers' awareness and credibility of Huawei brand, but also enhance the attractiveness of Huawei brand products to customers and cultivate their loyalty. We must also change Huawei's after-sales service system and build a creative, efficient and executive team to increase Huawei's mobile phone market share.

5.2 Enhance brand value

An important issue facing the development of mobile phone suppliers is the brand of mobile phones. Moreover, with the continuous development of science and technology, the key to the success of a mobile phone brand in the future lies in the competition of comprehensive strength, in which the role of the brand is enormous. At present, established leading companies have great popularity in the field of mobile phones, such as Samsung and Apple, but Huawei's popularity in the world is far less than it is now. This situation requires Huawei to create a good brand image and inject profound connotation into the brand, so as to develop in the long run.

Huawei has long demanded that product research and development should reflect the company's own brand image and taste, realize the combination of creativity and individuality, break through itself and be brave in innovation. At the same time, strengthen advertising. Huawei has always attached great importance to the company's image advertising. The company's image advertising expenses account for 30% of the company's overall advertising expenses, which is conducive to consumers to form a good corporate image of the company. It allows consumers to praise Huawei's products for their reliability, trustworthiness and excellent quality, and at the same time, it can also cultivate highly loyal customers for the company. Therefore, Huawei mobile phone wants to create a good brand image, enhance the brand value of mobile phones, and narrow the gap with Samsung and Apple. In the medium and long term, in order to achieve the above goals, Huawei should not only clarify its brand positioning, but also strengthen advertising, gradually enhance consumers' awareness and affirmation of Huawei brands, and form a highly loyal customer base.

5.3 State support

China has the largest number of enterprises in the world, but it is the most difficult way for China enterprises to go abroad, and they often encounter various trade barriers and various forms of investigations. This is the status quo of China enterprises going global. Therefore, a political and cultural system is needed, which can not only guarantee the development of business, but also escort the internationalization of enterprises and ensure the independent status of business. This is the most authentic political and business form behind the global market economy, and it is also the only way to promote China enterprises to become powerful. In this way, Huawei's internationalization will be smoother.

5.4 channel model should be targeted

In the markets of developed countries and regions, sales continue to focus on direct sales, further expanding Huawei's service network. Using the characteristics of direct selling network, we can improve the response speed and timeliness of the market, quickly and efficiently feed back customers' suggestions and requirements to R&D and service system, and cultivate customers' loyalty to the company with customers' commitment to customers. However, the development of the North American market requires a certain number of professional agents and distributors to jointly develop the market.

In the market of backward countries, establish authoritative channels, scientifically control the scale and cost of branches, and realize the overall structural layout of product markets.

In developing markets, Huawei's project research in developing countries and regions is not thorough, and there is room for growth in sales, with great market development potential. To increase investment in marketing network expansion, we should not only increase branches scientifically, but also establish an agency and distribution channel system, strengthen the coverage of market relations and broaden the market to the front line of customers.

5.5 Continue to strengthen technology research and development.

The continuous development and progress of mobile phones cannot be separated from technological innovation. As smart phones continue to show huge development prospects and profit margins, many well-known mobile phone brands at home and abroad have increased their R&D investment. Similarly, in research and development, Huawei is also very courageous. Since 1995, Huawei has spent 10% of apricots on research and development every year. According to the statistics of the Patent Cooperation Treaty Organization, by February of 20 1 1, Huawei had applied for 49,040 patents worldwide, of which 17765 patents were granted. As we all know, the export of electronic products in China has been plagued by patent problems.

Will be subject to patent investigations in the United States, the European Union and other countries; Conclusion; With the rapid development of science and technology, mobile phones are increasingly becoming an indispensable part of people's lives. Huawei's success is based on its position in the global telecommunications field; On the premise of export advantage, continue to carry out scientific and technological research and development and develop high-end machines; References; Li Weiling. Analysis on the international competitiveness of China's mobile phone export. Times; [2] Zou Yan. Enlightenment from the internationalization of China's telecom manufacturing industry —— Taking ZTE as an example: [3] yuan. Xu Yanan. Liu Xueqing. Huawei's choice of international target market; [4] Ann

Will be subject to patent investigations in the United States, the European Union and other countries. Embarrassed. However, Huawei's mobile phone has rarely been investigated for patents since its export because of its strong technology research and development capabilities.

conclusion

With the rapid development of science and technology, mobile phones have become an inseparable part of people's lives, bringing great convenience to people's daily life. Especially in today's increasingly intelligent mobile phones, smart phones also show their huge profit margins, leading to the world's major well-known mobile phone brands are vigorously investing in research and development. Huawei entered the field of smart phones in 2009. After several years of continuous development, it has achieved great success in the global mobile phone field.

Huawei's success is based on its position in the global telecommunications field and its superior scientific research ability, but at the same time, we must realize that there is still a huge gap between Huawei and the giants in the mobile phone field, such as Samsung and Apple. In the global mobile phone shipments, Huawei's share is still too small, and it is mainly concentrated in the export of low-end mobile phones. High-end mobile phones are completely monopolized by Samsung and Apple, but at the same time, internationally renowned mobile phone brands have also strengthened the research and development of low-end mobile phones. If Huawei's mobile phone wants to maintain its development, it must be guaranteed on low-end mobile phones.

On the premise of export advantage, we will continue to carry out scientific and technological research and development, develop high-end models, and establish our position in the field of high-end mobile phones, thus shaping a good and well-known Huawei brand.