As Huawei's high-end flagship for two years, the Mate 50 series has not reduced the love of pollen, and there has been a craze for demand and even a scalper to buy at a price increase.

Image source @Visual China

Text | Zinc Finance, Author | Sun Pengyue, Editor | Dafeng

The just ended National Day holiday is a holiday for office workers and a carnival in the mobile phone industry. The Huawei Mate 50 series and Apple iPhone 14 series, which ended the pre-order period, staged a peak confrontation of "Wang See King", and shipment data became the only truth to test the market. The

Mate 50 series is a high-end flagship of Huawei that has been away for two years. Time has not reduced the love of pollen (Huawei fans). There is a shortage of supply and even a craze for scalpers to buy at a price increase.

is facing Huawei in full swing, but Apple is rarely weak. iPhone 14 and iPhone14 Plus have successively experienced "listing dives". The initial launch fell below the original price at the beginning, and it even dropped by more than 400 yuan on some third-party e-commerce platforms.

This makes people think deeply: What magic does Mate 50 have? Who is buying Huawei mobile phone ?

Huawei is hard to find a single machine

At present, the entire Mate 50 series is in short supply. On the second-hand e-commerce platform led by Xianyu, the basic version of the Mate 50, which costs 4,999 yuan, needs to be purchased with an additional price of 500 yuan; the Kunlun glass version is priced at 800-1,000 yuan; the Mate 50 Porsche version, which costs 12,999 yuan, needs to be purchased with an additional price of 4,000 yuan.

According to Huawei's supply chain information, the first batch of Mate50 series was about 4 million units, but there was no accurate data on the specific stock of each model. Faced with "hungry" consumers, Huawei has begun to place an emergency order to increase production of the Mate50 series. Huawei, which is difficult to make an appointment and is difficult to buy, is it really difficult to find a machine offline?

Source: Xianyu

Zinc Finance interviewed Ms. Zhao, a salesperson at offline Huawei stores. Ms. Zhao’s first impression of the Mate 50 series is that there are too few goods. As the largest secondary distributor in the city, there are not many Mate 50 series that can be allocated, with less than 200 products in total. They are then distributed to ten offline stores according to their sales performance, and the best-selling stores can get 20-30 units.

"Mate 50 is too popular. On the 27th, many people made an appointment to queue up. After the shipment arrives on October 1st, they will be sold out immediately. At present, the National Day Golden Week is constantly accepting customers' deposits and waiting for the goods to come." Ms. Zhao is very optimistic about the sales of the Mate 50 series: "Generally speaking, the first batch of new phones are relatively in short supply. In addition, Mate returns after two years, and there are many pollen looking forward to new products. You need to queue up on the day of picking up the phone."

Ms. Zhao gave a detailed answer in the face of Zinc Finance's question of "Who is buying Huawei phones" consulted by Zinc Finance. The

"Mate 50 series is divided into four versions, with prices from low to high, namely Mate 50e, Mate 50, Mate 50 Pro, and Mate 50 Porsche, among which the Mate 50e has not been released yet. This time the Mate 50 series is very balanced, with low-priced version, direct-screen version, curved screen version, and luxury version, which can basically cover all consumer groups. Whether you like high-end or low-end, curved or straight-end, you can all use 4 Mate models. I found my favorite in 50. "

" In the past, many people stereotyped that only middle-aged and elderly people would buy Huawei phones, and regarded the Mate series as a standard business configuration. However, with the gradual upgrade of the design of the Mate series, the rear camera is very recognizable. It is a high-end Mate series in your hand, and is accepted by more and more young people. "High recognition of

has always been the only way to achieve sales of flagship models. At present, the only ones that can be recognized from the back of the phone are iPhone 6 and Mate.

, coupled with Huawei's specialized technology support, such as satellite communications, Hongmeng system, XMAGE imaging, Kunlun glass, charging speed, etc., has gradually become synonymous with black technology.

, on the one hand, the first sales of iPhone were lower than expected, and it was forced to cut orders; on the other hand, the Mate market was in short supply and urgently increased production. The high-end mobile phone market has begun to polarize.

Who is buying Huawei phone?

Among the buyers of the Mate 50 series, a large number of them are long-term Mate users, and Mr. Lin, 28, is one of them.

"I have been using Huawei phones since Mate 10. Later, Huawei was sanctioned by the United States. I immediately placed an order for the flagship phone Mate 40 at that time. Now I have used it for two years and have changed to Mate 50." Mr. Lin told Zinc Finance that he has been using Huawei phones for nearly 5 years and will always consider purchasing the Mate series.

When Zinc Finance asked why it supports the Mate series, Mr. Lin said: "At that time, I wanted to buy a high-end mobile phone. All mobile phone brands can only choose Apple, , Samsung and Huawei. However, the screen of Apple phones is not large enough and the battery life is poor; Samsung and Huawei are both Android systems, and if they are not distinguished, they must support domestic products."

"As a consumer, you must consider the brand value of high-end mobile phones. I personally think that Huawei's brand value is higher than other domestic brands. Whether it is the Mate series or P series, the high-end feeling in your hands is not available to other brands of high-end phones." In the early stage of the brand, Huawei had already used black technology technology to quickly upgrade its brand value and gradually widened the gap with other domestic mobile phones. Although the flagship models of other domestic mobile phone brands are gradually making efforts, consumers' preconceived concept still believes that Huawei's brand value is higher than other domestic brands and is the only existence that can compete with Apple and Samsung.

"I don't know what mobile phone configuration is. I buy Huawei for patriotism."

53-year-old Mr. Hu said in an interview with Zinc Finance that his reason for buying Huawei was out of patriotism: "I used Apple phones given by my children. Later, the United States wanted to punish sanctions, so he immediately changed Huawei phones. Since then, he has been using Huawei, and it is still Huawei!"

"I don't know any black technology. The chips, cameras, and systems are the same for me, but I bought Chinese technology and supported Chinese technology, not just Huawei's brand."

Mr. Hu, who is about to retire, neither plays games nor watches TV series and watches movies. His only requirement for choosing a mobile phone is that the screen is large and big. This is a basic condition that all brands can meet now, and other off-site factors are the prerequisites for him to decide whether to buy. Huawei is a brand that can compete with foreign high-tech giants and always adhere to Chinese technology, which undoubtedly becomes a microcosm of Chinese technology in the eyes of many consumers.

These sincere hearts that hope that the motherland will be strong and the nation will continue to improve themselves have been transformed into consumption and enthusiasm for Huawei.

The hot market is under the cold winter

The mobile phone market in 2022 is destined to be a bleak wind and cold rain, and all mobile phone brands are facing a crisis of decline in shipments.

China Academy of Information and Communications Technology released the "Domestic Mobile Phone Market Operation Analysis Report for June 2022" showing that from January to June 2022, the total shipment of mobile phones in the domestic market was 136 million units, a year-on-year decrease of 21.7%; among them, the shipment of 5G mobile phones was 109 million units, a year-on-year decrease of 14.5%, accounting for 80.2% of mobile phone shipments in the same period.

According to Omdia data, in the Q1 and Q2 quarters of 2022, Huawei's mobile phone shipments were 5.6 million and 6.4 million units respectively, both of which showed a sharp decline. Huawei's total revenue in the first half of the year was RMB 301.6 billion, with a net profit margin of 5.0%, while its mobile phone business only accounted for 33.6% of the overall proportion.

is not only Huawei, but also the mobile phone brands with plummeting shipments are many leading companies such as Xiaomi , OPPO, and vivo, all of which have a year-on-year decline of 20-30%. The shipments of the entire mobile phone market have also reached the worst level in ten years.

Apple phones have lowered prices and sold, and a large number of brands have cut orders. In the cold market environment, the popularity of the Huawei Mate 50 series has become a unique phenomenon-level product.

But it is undeniable that the competition between Huawei Mate 50 series and Apple iPhone 14 series has brought positive feedback to the market, and more and more consumers are beginning to pay attention to the mobile phone market.

During the next three e-commerce promotions on Double Eleven, Double Twelve and New Year’s Day, the mobile phone market will usher in a wave of explosion.