HHuawei Consumer Business Group expects robust 2016 performance

Huawei Consumer Business Group achieves steady growth for fifth consecutive year and makes significant progress in European high-end market

[Shenzhen, China, Jan 6, 2017] Today Huawei Consumer Business Group (CBG) revealed its expected 2016 annual performance figures. For 2016, CBG predicts sales revenue of 178 billion RMB, 42% up from a year ago, achieving steady growth for the fifth consecutive year. Smartphone shipments also reached 139 million units with 29% year-on-year growth; according to IDC, the increasing rate of global smartphone shipments was only 0.6% in 2016, which means Huawei is outperforming the overall market.

Richard Yu, Huawei CBG CEO, said, “Despite tough market conditions Huawei CBG is still growing at an industry-leading pace. This can be attributed to our consumer-centric approach that focuses on creating meaningful innovation, as well as our ongoing commitment to building a premium brand and reinforcing our global channels and service capabilities. In 2017, we will strengthen our supply chain, channels, R&D, services and several other areas required to help us streamline our operations, improve the efficiency of our decision-making and implementation, drive our internationalization strategy and proactively develop future capacity.”

Focus on meaningful innovation and lead new technology trends

While the global smartphone industry is slowing down and lacks innovation, Huawei CBG builds on its product leadership and leads a new trend of industry innovation by pioneering ground-breaking developments in critical technology areas. In 2016, Huawei CBG has focused on developing meaningful innovations and has made breakthroughs in the areas of operating system (EMUI based on Android), dual-camera technology, artificial intelligence and more.

For the operating system, in order to solve the issue of Android phones slowing down over time, which has frustrated Android users for years, Huawei’s software R&D team conduct in-depth optimization on the Android system. Based on this work, Huawei unveiled EMUI 5.0 – software that is deeply integrated with the Kirin chipset and contains 20+ Huawei patented technologies, to take full advantage of the combination of Huawei software and hardware. This includes highly optimized system resource allocation controlled by a smart learning system and further optimized Android system applications – resolving the long-term Android performance flaw and bringing a brand new Android experience to users.

For photography, Huawei and Leica jointly developed two generations of dual-camera in 2016, leading a new trend of smartphone photography and establishing new benchmarks for image quality that made the Huawei P9 series and Mate 9 series popular with consumers. In September 2016, Huawei also founded the Max Berek Innovation Lab with Leica. In the future, this innovation lab will conduct joint research and development in the fields of optical systems, imaging algorithms, VR and AR.

For artificial intelligence, Huawei focused on perception intelligence, cognitive intelligence and computational intelligence, and created an artificial intelligence system based on collaboration between software, the device and the cloud. Huawei has also made technological breakthroughs in areas such as sensor algorithms, computer vision, search engine, semantic understanding and introduced Huawei situational intelligence that can provide smarter services to users in different scenarios. Huawei has also launched a desktop search function that enables users to get more results in a shorter time frame with higher accuracy.

Thanks to these technological advancements, Huawei’s flagship products like P9, Mate 9 and Honor 8 have achieved global recognition with consumers. Huawei P9 and P9 Plus global shipments exceeded 10 million units, making them the first Huawei flagship handsets to break 10 million sales. The Huawei Mate 9 series, shortly after launching in November 2016, has received overwhelming demand and its sales in the first two months were 50% higher than those of Mate 8 for the same period. The Honor flagship smartphone, represented by Honor Magic, is also popular with consumers and showcases Huawei’s exploration into various forms of the future Intelligent Phone.

Meanwhile, Huawei’s cloud service-centered consumer ecosystem is taking shape in China, offering global business opportunities to developers and forming an open and transparent Huawei software ecosystem. Today, Huawei CBG has over 200 million cloud service mobile users and over 220,000 registered developers. Partners were sharing over 2.8 billion RMB in revenue in 2016 through Huawei cloud services.

Complementary channels and services further build Huawei’s global, high-end brand

While developing its high-end product portfolio in 2016, Huawei also invested in building its global channels, service infrastructure and brand to ensure high customer satisfaction and positive brand perception.

For pre-sales and after-sales, Huawei built five global service centers that support 105 countries through hotline services. Huawei also has over 460 service stores covering 45 countries around the world. According to IPSOS research figures, Huawei ranks no.1 in customer satisfaction among users in China, Poland, Mexico, Egypt and many other countries.

Built to support the entire life-cycle of a Huawei device, Huawei Cloud Service provides secure, diverse and high-quality content and application services to global users. In 2016, Huawei CBG also further optimized its pre-sales and after-sale services. In 2016, the Huawei app store distributed a total of 45 billion applications, contributing to further enhancement in user loyalty. Currently, Huawei’s app store provides the best security system in the industry with a four-layer safety guarantee mechanism of developer real-name verification, system testing, human review and user reporting – which handled over 240,000 risky apps in 2016. An overseas-based basic cloud service is also under construction. Recently, Huawei has successfully launched online themes and a magazine lock screen in over 170 countries. These have helped to diversify overseas business and expanded its basic cloud services globally.

For channels, Huawei greatly improved its open market channel capacity and the share of open market channels rose to 71% in 2016, 13% up on 2015. Huawei’s global retail network now has over 70,000 stores. Huawei has built long-term stable partnerships with hundreds of distributors and retailers all over the world.

For brand building, in 2016 Huawei launched several world-class, global marketing campaigns that covered areas like design, fashion, entertainment, sport and other fields that resonate with its diverse target audiences’ lifestyles. Huawei successfully recruited global football icon, Lionel Messi, to be a Huawei ambassador and Hollywood stars Henry Cavill and Scarlett Johansson as P9 ambassadors. Huawei also cooperated with international high-end fashion platform VOGUE and other fashion week events.

Huawei’s brand value has been highly recognized by global brand authorities. Huawei was listed again in the Interbrand Top 100 Global Brands, ranking 72nd; while it entered the BrandZ Top 100 Most Valuable Global Brands at 50.

According to IPSOS research, Huawei global brand awareness rose from 76% in 2015 to 81% in 2016. Significantly, overseas users’ consideration and preference for Huawei rose by 66.7% and 100% respectively from 2015. “Sleek design”, “fashionable” and “powerful innovation” are increasingly becoming the keywords that overseas users associate with Huawei smartphones. Research also showed that 31% of Huawei overseas users belong to the top 30% high-income earners in their countries.

Huawei CBG expands success in European high-end market and achieves balanced, steady development on the global stage

In addition to increasing product leadership and premium brand influence at a global level, in 2016 Huawei CBG built on its success in the European high-end market and achieved steady growth in many markets around the world. Huawei’s overseas smartphone shipments roughly equaled domestic shipments and its mid to high-end handset shipments rose to 36% of overall shipments.

According to data released in October 2016 by GfK, Huawei’s global smartphone market share rose to 11.3%ⁱ .

In Europe, Huawei CBG has achieved great breakthroughs in the European high-end market thanks to strong sales of P9 and P9 Plus. GfK data showed that currently, Huawei holds over 15% market share in 33 countries and over 20% in another 18 countries, almost half of which are European countries. In North-east Europe and Western Europe, Huawei’s market share exceeded 15% and 10% respectively. Particularly in some Northern European countries Huawei holds a leading market share and in the UK, France, Germany and other key high-end markets, Huawei CBG has made significant progress.

In China, Huawei’s market share exceeded 20%ⁱⁱ  for the first time in November 2016 and dominated the 500-600 USD high-end market. In Africa, Latin America and the Middle East Huawei has achieved over or close to 15%ⁱⁱⁱ  market share.

In addition to its smartphone business, in 2016 Huawei proactively developed in fields like PC/tablets, wearables, smart home, Internet of Vehicles (IoV). Innovative products like the MateBook also received a positive reception from consumers. The company’s tablet business increased dramatically despite wider negative conditions in 2016 and recorded strong performance across both B2B and B2C areas. Total shipments exceeded 10 million units in 2016 with 90% growth year-on-year. For smart home, the HiLink-centered smart home eco-platform has been adopted by Haier, Gree and other mainstream home appliance leaders, forming an ecological prototype. Huawei’s automotive innovations also attracted international tier one brands like Audi and Volkswagen.

In 2017, Huawei CBG will continue to put consumer needs first and enhance its consumer-facing capabilities in the channel, retail, brand, marketing and services. This will strengthen its business base and streamline its operations and customer service. In the meantime, Huawei is well-positioned to continue its presence in the smartphone, wearable, smart home and cloud markets, with the aim of becoming an end-to-end solutions and platform service provider, offering consumers a more convenient and intelligent way to connect their lives. It will continue building on its core competencies to lead the future and become a popular cultural and technical brand for consumers.

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ⁱGfK, Oct 2016

ⁱⁱGfK, Nov 2016

ⁱⁱⁱGfK, Oct 2016