In some ways, China's smart phone makers are catching up fast: Huawei's global market share hit 9.8% in the third quarter of this year, slightly below Apple's 11.7%, although that quarter may There are many Apple fans waiting to buy a new generation of currency yet to be listediPhone.
Compared to 2016The third quarter of the year, 2017The third quarter of China's smart phone manufacturers have expanded their global market share
Speaking about his trip to Madrid, Spain, Wang Xiang, who will lead Xiaomi's international expansion, said that entering the Western European market is a milestone. "Spain is our first stop in the markets of developed countries," he said.
Vivo regard Russia as the first stop to enter Europe. Millet, vivo and OPPO have all achieved great success in India, which is currently dominated by Chinese handset makers. Although Millet suffered setbacks in the past few years because of its excessive pace, it has recently recovered.
In order to successfully enter the developed countries market, Chinese companies are counting on the acquisition of patents, online sales growth and marketing strategy.
"One of the benefits for us is that the Internet world has no boundaries," said Wang Xiang. "The European continent is very closely connected, so if we can make good progress in Spain, then for us to enter other Western European countries again It's a lot easier; it's just a matter of time. "
He pointed out that in the past, industry observers always emphasized the issue of insufficient patent reserves in millet. "But in the past few years we have made great strides in patents.We have applied for 16,000 to 18,000 patents and we have a total of more than 4,800 patents worldwide and also include patents from Intel and Nokia Those patents acquired. "
However, in the view of analysts, the patent is one of the China equipment manufacturers on the biggest obstacle to.Counterpoint research director Peter Richardson (Peter Richardson) pointed out, Ericsson, NOKIA and other companies have a large number of intellectual property rights, "Europe is a very strong regulation of intellectual property protection, those companies are waiting for Chinese company showing surprising flaws, then beat they come through the launch of intellectual property litigation"
He added that Huawei is basically able to avoid this problem because it has a huge patent portfolio.
Like other strategies in the market, millet in Europe plans to sell products through both online platforms and physical stores.
At the same time, vivo and HUAWEI by striking sponsorship and celebrity endorsements to attract consumers in the overseas market. HUAWEI hired the famous American actress Scarlett Johansson (Scarlett Johansson) as the spokesperson, vivo has sponsored the 2015 sports marketing route, the India Cricket League will also sponsor the world cup FIFA, until 2023.
"Overseas markets are very important to us," said Feng Lei, Vivo's vice president of international business. The company also plans to enter the African market early next year.
Huawei said it will compete for market share in several European countries, including Spain, Italy and Germany. Currently, more than half of its smartphone revenue comes from markets outside China. According to GfK analysts estimate that Huawei accounted for nearly 15% market share in Western Europe last year.
The Shenzhen company benefited from a distribution of cooperation with mobile operators.Canalys analyst Ben Stanton (Ben Stanton) pointed out that millet has not received such treatment, so it will not progress HUAWEI so prominent. But with Al Carter, HTC, LG electronics and other old brand operators gradually fade out partners combination, millet to fill the void "