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after returning to the top of the domestic smartphone sales, huawei has set another record. according to idc statistics, the total sales of wrist-worn devices in china in the second quarter of this year was 15.547 million units, of which huawei's total sales of wrist-worn devices were 5.965 million units, ranking first in the industry for two consecutive quarters.

what, you think earning money from domestic consumers is not a skill? idc statistics also pointed out that huawei still ranked first in global wrist-worn device sales in the second quarter, with cumulative sales of 8.883 million units, nearly 3 million units ahead of the second-place xiaomi. even if domestic sales are excluded, huawei's overseas sales of wrist-worn devices in the second quarter were close to 3 million units.

it is not difficult to see from the data released by idc that the overall market situation of wrist-worn devices is not good.in the second quarter, the cumulative sales volume of global wrist-worn devices increased bythe sales of apple's wrist-worn devices fell by 11.8% year-on-year, and the sales of some other small brands also fell significantly. among the top wrist-worn device brands in the domestic market, only huawei and bbk were able to maintain growth.

how can huawei maintain a 42.1% year-on-year growth rate in the global market for wrist-worn devices when the market size of wrist-worn devices has stagnated or even declined slightly? on the occasion of the berlin consumer electronics fair (ifa), the lei technology reporting group went to the scene and visited huawei's german stores, and learned the answer to the popularity of huawei's wrist-worn devices from consumers and huawei store staff.

huawei wins recognition with its strength by hitting the core of consumer needs

huawei's berlin store is located in kurfürstendamm, a famous shopping destination in germany. it has a very high traffic volume during holidays. the store of luxury new energy vehicle company nio is located next to huawei's store. even on weekdays, there are still more than ten customers in the huawei store trying out huawei products, which shows its popularity.

europe has always been huawei's most important overseas market, and many of its mobile phones have been launched in europe in the past. judging from the popularity of its stores, huawei's efforts over the years have paid off, and many foreign consumers are willing to buy huawei products.

the store staff said that huawei's wrist-worn devices and freeclip headphones are selling very well locally. there are three main reasons why consumers love huawei's wrist-worn devices.

first, they are more beautiful. in the mobile phone industry, companies generally adopt the "sea of ​​​​machines" strategy, and various products with different designs, configurations, and specifications are flooding the market, providing consumers with a wealth of options. however, in the field of wrist-worn devices, the number of products from major manufacturers is relatively small, and the appearance design is relatively monotonous.

take apple as an example, apple watch is all square in design, which is difficult to meet consumers' pursuit of personalization. huawei is different, with a full range of products from affordable bracelets to high-end smart watches, with round and square designs and different details, which can meet consumers' complex needs for appearance.

second, longer battery life. smart watches are small in size and cannot hold large batteries, so frequent charging is too troublesome. local consumers reported that they had to charge their apple watch every day before, but after switching to the huawei watch gt 4, they can last seven or eight days in regular use. if the long-life mode is turned on, the maximum battery life is two weeks.

indeed, wrist-worn device manufacturers seem to be overly pursuing intelligent functions and ignoring the troubles that battery life brings to consumers. in addition, many apps or functions can be completed on mobile phones with larger screens, so there is no need to put them on wrist-worn devices. huawei smart watches have always attached great importance to battery life, and have tried not to sacrifice battery life when adding various intelligent functions.

third, the price is more affordable. huawei smart watches are priced higher in europe than in china. the huawei watch gt 4 41mm version mentioned above has a european launch price of 249-399 euros (about rmb 1,960-3,140), and the 46mm version has a launch price of 249-349 euros (about rmb 1,960-2,750), which are much more expensive than the domestic version.

however, compared with apple watch, huawei smart watches are relatively cheap, and huawei often launches promotions. the first order of watch 4 gt in the european market can get a free freebuds se 2 headset. coupled with some subsidy policies, the price of huawei smart wearable devices in europe is not much higher than that in china.

huawei, which has stood out from the competition and won the first place in the industry, is naturally very powerful. with its three advantages of appearance, battery life and price, the huawei flagship store in berlin is packed with people, which is enough to prove that huawei has successfully won the recognition of european consumers.

but for huawei, the hot sales of wristwatches overseas are just the beginning. products such as pcs, tablets, and mobile phones also need to set higher sales records overseas.

huawei has higher goals in overseas markets

according to the second quarter data, the global sales growth of huawei's wrist-worn devices is higher than that in china, indicating that the overseas market is improving and more and more people recognize the quality of huawei's smart bracelets and watches. however, huawei has been expanding overseas markets for many years, not just to sell wrist-worn devices. huawei also wants to return to the peak or even hit a new peak in the mobile phone, tablet computer, pc and other markets. however, can huawei, which is subject to many restrictions, achieve high sales of these devices overseas?

in 2019, at the peak of huawei's mobile phone business, overseas market share accounted for about 50%, and it made a lot of money from foreigners. later, because emui could not come with google suite, it had a significant impact on sales, but huawei did not give up the overseas market. lei technology reporting group found that flagship models such as pura 70 series and mate x3 were sold in berlin stores, and many german consumers showed great interest in them.

according to canalys statistics, huawei's global mobile phone shipments in the first quarter of this year were about 13.1 million units, of which overseas sales were about 1.4 million units, accounting for more than 10%. this data shows that there are many overseas consumers willing to buy huawei mobile phones.

in terms of tablets, canalys data shows that huawei's tablet sales in the second quarter of this year were 2.501 million units, ranking third in the world, second only to apple and samsung. in the domestic market, huawei's tablet sales were about 2.05 million units, slightly higher than apple and ranked first. calculation shows that huawei's overseas tablet sales were about 450,000 units, accounting for about 18%.

tablets require fewer application ecosystems than mobile phones, and huawei also provides many productivity software for users to use, so the overseas market share of tablets is higher than that of mobile phones. idc predicts that the global tablet market will be able to maintain a high growth rate in the future. with the outstanding performance of matepad and a large number of productivity software, huawei tablets are expected to gain more market share overseas.

relatively speaking, huawei's pcs running windows systems are less restricted in overseas markets, but huawei's pc overseas development is not as good as mobile phones and tablets. in the domestic market, huawei's pc sales are in the third place and striving for the second place, and only lenovo can keep huawei stable. in overseas markets, huawei's sales are not among the top six.

it is not that huawei's products are not strong enough, but that the overseas pc market is basically occupied by old manufacturers such as lenovo, apple, hp, dell, asus, acer, etc. huawei can rely on its brand influence and intelligent functions to achieve sales that exceed some old computer manufacturers, but in the global market, new pc manufacturers such as huawei and xiaomi still find it difficult to compete with the old strong ones.

overall, huawei's overseas business is gradually recovering, with remarkable performance from wrist-worn devices to mobile phones.in detail, due to the influence of google suite, huawei's mobile phones can maintain a certain growth rate overseas, but it is difficult to achieve a substantial increase in sales in the short term; with the support of a large number of productivity software, huawei's tablets will most likely be able to maintain a good growth rate in overseas markets; in terms of pc, huawei's global influence is relatively weak at this stage, but the feature of running the windows system makes it basically unrestricted, and it may become the main source of huawei's overseas revenue growth in the future.

overseas markets pick up, huawei aims to return to its peak

in 2020, huawei's peak year, revenue reached 891.4 billion yuan. due to setbacks in overseas business, huawei's revenue fell to 636.8 billion yuan in 2021. after several years of hard work, huawei's revenue rebounded to 704.2 billion yuan in 2023. in the first half of this year, huawei's revenue reached 4175 yuan, and it is expected that the annual revenue will exceed 800 billion yuan, but there is still a gap with the peak period.

the main reasons for huawei's revenue surge are the steady growth of its ict infrastructure and cloud computing businesses, the continuous breakthroughs in its digital energy business, the return of its mobile phone sales to the top in china, and the turnaround of its automotive business from loss to profit. however, the domestic market size is limited after all, and there are many competitors. although it can support huawei to return to its peak, it is difficult to help huawei reach new heights.

the big pie of overseas market is the key for huawei to achieve breakthroughs in both revenue and profit.the berlin store is still crowded with customers on weekdays, and the sales of wrist-worn devices have hit new highs, indicating that huawei's product strength and brand influence have been recognized by consumers. huawei's overseas sales of mobile phones and tablets are also growing steadily, accounting for an increasing proportion of huawei's total sales. although there is still the problem of not being able to assemble google kits at the factory, with the enrichment of huawei's application ecosystem, it is believed that more consumers' needs will be met in the future.

huawei pc's overseas sales are not high, but it has the advantage of basically no restrictions on use. in addition, with the support of the pangu model, huawei pc has also been added with many ai functions, such as ai summary, video transcription, ai smart eyes, etc., which can greatly improve the user's office efficiency and are the core competitiveness of huawei pc. relying on the unrestricted windows system, a large number of ai functions, and huawei's influence, huawei's pc business has huge room for future growth in the overseas market.

huawei has returned to its peak in the domestic market, and with the recovery of overseas markets, the larger market is expected to help huawei achieve revenue of over one trillion yuan.of course, other domestic companies such as xiaomi, honor, vivo, etc. are also actively exploring overseas markets and may become strong rivals of huawei. in addition, with apple, samsung, dell and other old powerhouses in front, huawei's road ahead is still full of difficulties.

competition may become more intense in the future, and the market's requirements for product quality will also increase. huawei needs to work hard to promote hardware upgrades and software iterations to ensure that its devices can always meet consumer needs.