Huawei has leaped over local rival Xiaomi to take number one spot in China’s much prized smartphone market, according to Canalys. I covered the news for IDG Connect and asked Canalys VP analysis, Rachel Lashford, whether she thought the Middle Kingdom now belonged to domestic players.
She argued that the market has actually decelerated slightly of late (1% from 1H14 to 1H15) which has increased the pressure on all vendors – but Apple and Samsung are still flying the flag for the Rest of the World.
“Apple still has a very powerful brand in China and we expect to see the latest product launches to continue its popularity,” Lashford told me.
Samsung, meanwhile, has dropped from the top spot of a 15% share in 1H14 to fourth place (9%) a year later.
“But it is recovering in the high end and has really focused on investing in localised marketing messages,” Lashford added, by email. “Combined with recent restructuring of its channels, focusing on large retail and operators, it should be well equipped to keep the pressure up on its local competition.”
So what of Huawei and Xiaomi? The former’s rise has come on the back off a steady building out of online channels over the past two years and a focus on its offline channel presence. Aiming squarely at the mid-range ($200-500), it has increased investment in the brand to good effect, concentrated on quality and kept momentum with regular product updates.
Xiaomi, on the other hand, may have taken its eye off the ball by concentrating on wearables, TVs and other smart home kit. It will need a “refreshed flagship” in time for Chinese New Year to wrest back momentum, she claimed.
And what of the two vendors’ plans for international expansion? Well, half of Huawei’s sales already come from outside the massive China market. But Xiaomi will need more help to get it competing beyond the Great Firewall.
“Many vendors are hindered by the lack of patents and having the difficulties and expense of licensing those in order to enter markets like the US and Western Europe where these are adhered to, so this needs to be overcome,” claimed Lashford.
“As does the adoption of a successful channel strategy. Xioami’s focus has been directly online, but it will still likely need the expertise of distributors mobility businesses – like Tech Data and Ingram Micro – in order to navigate the complexities of bringing those products to market.”
It’s not been an easy year for it or Shenzhen rival Huawei, who were both named as a national security risk in a US congressional committee report released at the tail end of 2012 in the bi-partisan hubbub typical of pre-election months.
In addition, ZTE has been under lengthy investigation by the FBI on suspicion of selling embargoed US-made tech to Iran and then covering it up when found out. Then there were the false rumours of swingeing job cuts at the firm and a $5bn cash injection from the Chinese government.
Despite its problems, however, ZTE remains on the move in the smartphone space, an innovator in telecoms infrastructure with its LTE offerings and has plans to grow the enterprise business despite the kind of government roadblocks put up in Australia, the US and now India.
Head of handset strategy Lv Qian Hao battled manfully with the flu to show me the firm’s latest high-end handset, the 5.7in Grand Memo (no pics I’m afraid). It comes across as a smallish version of Huawei’s massive six-incher the Ascend Mate and probably benefits from not being quite as large – in other words I could just about use it as a phone without looking daft.
In the rapidly developing smartphone space, specs like 13 megapixel camera, quad core 1.7Ghz Snapdragon processor and a 720p screen – specs which might once have elicited gasps of awe from the assembled masses – are now pretty standard at the high-end.
This is no criticism of ZTE but it certainly makes its job of climbing up the smartphone rankings and a goal of 50 million shipments this year that bit harder.
So where can it differentiate? Well, with high-end specs almost commoditised now, design is obviously one key area. With the best will in the world ZTE is not know for its beautiful design, but it’s hoping to change that with Hagen Fendler on board.
Pinched from cross-town rival Huawei, Fendler’s appointment and a new design centre in Shanghai certainly serve to highlight the firm’s vaulting ambitions in this space.
Fendler explained that his job is to create a design DNA which can be seeded throughout the firm’s handsets to help create a brand identity. It got off to a flyer with the launch at CES of the Grand S, an HD handset which at 6.9mm is currently the world’s thinnest.
It won’t be an easy job creating handsets that are both beautiful and distinctively “ZTE” but with 400 staff working on design alone, they’ve as good a chance as any.
It can be a frustrating time for a journalist talking to a designer, because so many of the concepts they tend to reference are abstract, ethereal and emotive rather than the nuts and bolts practicalities of engineering.
However, Fendler did reveal that much of his design inspiration comes from outside the immediate environs of the smartphone space – from books, magazines and films.
1982 sci-fi classic Blade Runner was singled out for particular praise for sparking interesting ideas about “how humans interact with the technology around them”.
Just don’t expect to see the ZTE Blade Runner phone anytime soon. Actually, Google already got there with the Nexus, didn’t it?