Huawei and apple once again "meet by a narrow road". In the early morning of September 8, less than two days after Huawei released the mate 50 series, Apple launched the iPhone 14 series. The reporter noted that Apple abandoned the low-end mini model this time and replaced it with the more high-end iPhone 14 plus. In addition, it also launched the "satellite SOS emergency contact function" similar to Huawei's "Beidou satellite communication technology". What impact will the release of high-end new products by the two major manufacturers have on the current high-end mobile phone market pattern? Can the weak mobile phone consumer market "meet nectar after a long drought"? What kind of enlightenment can mobile phone manufacturers who are at the low point of product innovation get from both sides taking "satellite communication" as the focus of publicity? Guo Tianxiang, senior analyst of IDC China, told the Securities Daily: "the mate 50 series is very popular and popular. Huawei's brand power in the high-end market is very strong, especially the previous two generations of mate users have almost reached the switch cycle, which may have a certain impact on Apple's dominant position in the high-end market." Huawei mate series and P series were once the few products in the mobile phone market that could compete with iPhone. Now, Huawei has returned to the main battlefield of high-end mobile phones with the mate 50 series, which not only brings more options to consumers, but also injects vitality into the mobile phone market. According to counterpoint data, China's high-end smartphone sales increased in the second quarter of this year, from 31% in the second quarter of 2021 to 33% in the second quarter of 2022. Among them, the high-end segment market share of more than $1000 increased by 110% year-on-year, and the high-end segment market share of $600 to $799 increased by 10%. Zhang Xiaorong, President of deepin science and Technology Research Institute, told the Securities Daily: "at present, the high-end mobile phone market is still monopolized by apple. The return of Huawei mate 50 series products may lead the innovation direction of high-end mobile phones, and lead the industrial chain to recapture the lost market share, which will then become a key variable triggering a change in the high-end market." In fact, the signal of shuffling in the high-end mobile phone industry has already appeared. According to the counterpoint report, the top three Chinese high-end smartphones in the second quarter of 2022 were apple (46%), vivo (13%) and Huawei (11%). Among them, vivo sales increased by 91% year-on-year, and its share increased from 6% to 13%, replacing Huawei in the second place in China's high-end market for the first time. In the opinion of sun Yanbiao, founder of chaodian think tank, technological innovation is the most important driving force for vivo to achieve such achievements. In fact, vivo can be regarded as the epitome of the domestic leading manufacturers' pursuit of "high-end brand" in terms of grasping the direction of technological innovation, understanding the performance experience, or insight into the needs of consumers in the high-end market. Since the first half of this year, domestic mobile phone manufacturers have taken frequent actions, such as glory, vivo and Huawei
Edit：Li Jialang Responsible editor：Mu Mu
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