On the evening of March 26th, Beijing time, Huawei released the P40 series, which is Huawei’s regular highest-end flagship phone in the first half of the year (excluding folding phones).The main selling point of this phone is its outstanding camera performance, which is the iconic feature of the P series, but HMS (Huawei Mobile Services), which fills the gap of GMS, is the key to choosing overseas users.For example, HMS is recognized as equivalent to “1” overseas, and its excellent camera performance is equivalent to “0”. Hold “1” first. The more “0” the better, “1” cannot stand, “0”Can’t play its role.What exactly is HMS?Starting with the Mate 30 series released in the second half of last year, the United States has banned Huawei phones from using Google GMS (Google Mobile Services).Unlike ordinary parts, Huawei has a lot of room to turn around by virtue of its strong self-development and supply chain capabilities. GMS is a software service for card necks and has no choice in the Android market.GMS currently provides search, email, maps, YouTube, and application store Play store. These are high-frequency applications that overseas users have become accustomed to. Therefore, once the supply is cut off, Huawei’s overseas market will struggle.The cold response of the Mate 30 series in the European market is evidence.Since the prospect of Google’s resumption of supplying GMS is unknown, Huawei naturally cannot sit still, so it is imperative that HMS top this vacancy.HMS made its debut at the Huawei Developer Conference last August. Like Google ’s GMS, HMS also provides the most basic high-frequency services for mobile phones, including application markets, wallets, maps, mailboxes, and so on.So, will HMS be the key to opening overseas markets?Since the beginning of the year, Huawei has continued to increase the pace of HMS ecological construction.On January 16, Huawei released the latest HMS Core 4.0.Subsequently, Huawei Consumer BG also established the Global Ecological Development Department, which is responsible for the ecological construction of Huawei HMS.In February this year, Huawei launched the new AppGallery application store, which is an important part of HMS.More importantly, HMS has begun to go to sea. It was first installed in the Honor V30 Pro and 9X Pro and released for the European market. The HMS service has officially accepted the test of the market.After the glory test, Huawei’s latest P40 series is also equipped with HMS services.Considering the importance of the P series in Huawei phones, this means that Huawei phones will fully adopt HMS services.Because Huawei’s product lineage does not include folding mobile phones, the P series is Huawei’s highest-end flagship machine in the first half of the year. The product positioning is only slightly lower than the Mate series, and the previous generation shipped more than 20 million units.The Huawei P40 series is officially released. Currently, Huawei HMS covers 170 countries and regions, has 1.3 million developers and partners, and has 400 million monthly active users.Currently, Huawei is constantly adding to the HMS.Huawei announced at this conference that applications such as Huawei Video, Huawei Music, and Huawei Reading will also be launched overseas.Earlier, AppGallery, smart assistant, cloud space, browser, theme, etc. have been launched.According to data released by Huawei, Huawei ’s monthly themes currently exceed 80 million, Huawei ’s smart assistants exceed 180 million per month, Huawei ’s browser users exceed 270 million per month, and Huawei Cloud Space currently exceeds 180 million per month.The improvement of Huawei Video is particularly obvious. The role of Huawei Video in HMS is similar to that of YouTube in GMS. It is a platform where users can watch, share, and upload videos.Since acquiring YouTube in 2006, Google has been operating for more than a decade, making it one of the most popular video streaming services in the world.Therefore, Huawei Video needs to give considerable sincerity to compete with it.Huawei Video has previously reached cooperation with well-known film and television companies such as Disney, Universal Pictures, Sony and Paramount.With the launch of different regional versions worldwide, Huawei Video also cooperates with ZDF in Germany, Filmin in Spain, Megogo in Russia, H + in the Middle East, and Dimsum in the Asia Pacific to provide video services to users in 26 countries and regions around the world.Huawei also announced that Huawei Video has reached a cooperation with the BBC, which will bring BBC News news videos to users in more than 20 countries and regions, and will also provide users with more BBC Studios episodes and documentaries in the future.Currently, Huawei Video has been launched in 26 countries and regions around the world, and Huawei Music has also been launched in more than 100 countries and regions. Huawei Reading will provide services to users in China, Spain, and Malaysia.Currently, Huawei Video and Huawei Music have over 140 million and 160 million users, respectively, and Huawei’s reading users have also reached 50 million.It is worth mentioning that the P40 series will also be pre-installed with the Huawei Member Center APP.This is a key part of HMS Apps’ expansion into overseas markets.Member Center is a link between software services and users, which can increase users’ stickiness to Huawei phones.Obviously, Huawei made as much preparation as possible for the debut of the P40 series.With the blessing of HMS, the P40 series may be slightly better off in the European market than the Mate 30.But to compete with Google, a long process is still needed.It is not easy to make the HMS ecosystem work. The main application of the P40 is the HMS Apps mentioned above in China.Google GMS contains applications, and Huawei can code similar applications as soon as possible.But this step is already a bit difficult, such as the replacement of YouTube and Google Mail. This super sticky and very mature application can not be migrated to a Huawei video or mailbox.This is just the simplest step, because HMS is far more than just a few apps.HMS is a very complex system. In addition to HMS Apps, it also includes HMS Core, HMS Capabilities, HMS Connect, and corresponding IDE tools for development and testing.A mobile phone architecture diagram equipped with Huawei HMS service. The picture comes from Tianfeng Securities Research Report. What are these seemingly complicated things?To put it simply, developers are like various brands. Huawei HMS is equivalent to a big shopping mall. To let brands do business here, we must make a variety of supporting facilities, not only to build buildings,It is also necessary to prepare elevators, water and electricity facilities, central air conditioning, fire protection systems, security inspection facilities, etc. The above-mentioned bunch of things are these supporting facilities.HMS Apps can be set up quickly. To make HMS work ecologically, developers must be willing to develop applications for them.This difficulty will be more difficult.For example, Google’s GMS is like a shopping mall in the center of Beijing. It has a large passenger flow and a very strong user purchasing power. Major brands are willing to come here to open stores.The difficulty for Huawei to promote HMS overseas is like building a shopping mall in the suburbs of Baoding and building it as prosperous as Beijing Sanlitun.The supporting facilities provided by Huawei in this mall are also very good for the tenants, but the location is too poor, and the enthusiasm of major brands for opening stores is much lower.In the Internet era, GMS / HMS is a system-level service that comes earlier than it does well.The “lot” of Internet applications is the card slot in time. The earlier the card slot, the better the “lot”.Although there is no good location, investment promotion has to continue.Therefore, Huawei has come up with a series of methods: In order to win more developers for HMS, Huawei has invested $ 1 billion to launch the “Yaoxing” program, and this year will also host more than 100 related events around the world.In addition, Yu Chengdong, CEO of Huawei Consumer Business, also stated that Huawei HMS applications are compatible with Android applications, which also lowers the threshold for developers.Huawei works hard, but this road is doomed to be long.Gartner mobile analyst Lu Junkuan told 36Wang that Huawei ’s HMS is difficult to be accepted in overseas markets because overseas users are used to Google ’s applications. Imagine users want to abandon Gmail, Google Map, Google Photo, Youtube, and Huawei needs to convince users to replaceToo many applications.Based on the above analysis, it is difficult for HMS to make up for the gap of GMS in a short time. In addition, the severe epidemic situation in Europe, the Middle East and other places has also negatively affected the promotion and sales of the P40 series.The domestic epidemic is slowing down, supply chain capacity and terminal consumption are gradually recovering, and the domestic market is not affected by the ban on GMS.Therefore, the main position of the P40 series is still domestic, and the price and sales strategy of the P40 series National Bank Edition will be the key factors that affect the sales of this phone.Similarly, for Huawei’s mobile phone business as a whole, China is also the primary market.After suffering a ban from the US Department of Commerce in May last year, Huawei ’s overseas market has plummeted, focusing on the domestic market and starting the Battle of the River Crossing. Since the third quarter of last year, Huawei has become a dominant player in the domestic market.It can be said that it is precisely due to the surge in the domestic market that helped Huawei’s mobile phone shipments last year to maintain growth.In the case of severe epidemics overseas and GMS ban, it is particularly important to protect the domestic market..
Focus analysis | Huawei P40 rescues overseas markets with HMS, but sales still depend on domestic
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