Huawei in global top three for smartphone market share
Huawei in global top three for smartphone market share
Huawei Consumer Business Group (CBG) became the third largest smartphone manufacturer by market share, commanding 10 percent of the total global market, according to data released by leading analyst firm, Strategy Analytics and Counterpoints Research.
Meanwhile, total worldwide smartphone shipments grew by 2.3 percent year-on-year in 2016, totaling 1.47 billion units. The Chinese market contributed a large part of this total figure, with 467 million mobile phones shipped for the year.
Huawei ranked third overall, with a nearly 10 percent marke t share, maintaining steady growth despite a weaker global market. In total, Huawei shipped 139.3 million units in 2016, up 30.2 p ercent on 2015.
�Huawei maintained third position with a record 10 percent global smartphone market share in Q4 2016, the first time the company has ever reached double figures. It was an impressive performance,� said Woody Oh, Director at Strategy Analytics.
�Huawei's overseas performance in markets like Western Europe is accelerating due to improved smartphone designs, more sophisticated marketing, and deeper retail distribution.�
Despite the softening of the global smartphone market, Huawei's annual growth in shipments shows strong momentum and continues to perform above the industry average.
Shipments grew from 75 million in 2 014 to 108 million in 2015 and approximately 140 million in 2016. This industry-defying growth has consolidated its position as the number three global vendor.
Huawei has also modified its channel strategy, growing the total number of its offline service stores to more than 460, across 45 countries around the world. The company launched its �1,000-county plan� in China, aiming to set up shops in 1,000 counties across the country.
Huawei has also established long-term and stable partnerships with thousands of distributors and retailers all over the world. The global public channel as a share of revenue increased to 71 percent in 2016, up 13 percentage points from 2015. The number of retailers offering Huawei devices across the world also increased to more than 70,000.
Investment in research and development is the key to developing the highly sought-after features and technology of Huawei products. Huawei invests 10 percent of its annual sales into R&D, to create a premium user experience in its smartphones.
According to a survey by IPSOS, Huawei's global brand recognition increased from 76 percent in 2015 to 81 percent in 2016 as users' appreciation and recognition of Huawei's design aesthetics, fashion and creativity improved significantly.
Huawei collaborated with international brands such as Leica and Porsche Design, building on and amplifying the Huawei brand concept while expanding its appeal through association with other leaders in their fields. These partnerships have directly impacted brand recognition for Huawei, winning acclaim from a growing list of respected global institutions.
In 2016, Huawei was included in Interbrand's 100 Best Global Brands for the second year, ranking 72nd. It was also ranked in BrandZ Top 100 Most Valuable Global Brands at number 50. This success in branding has also been reflected in global sales, acting as further proof that users favour Huawei mobile phones.
Huawei has extended its partnerships beyond technology to the lifestyle areas of design, fashion, entertainment, and sports marketing. Football icon Lionel Messi and Hollywood stars Scarlett Johansson and Henry Cavill have all endorsed Huawei, expanding the company's brand awareness to new, desirable audiences.
