With the increasingly fierce competition in the smartphone market, Huawei's every move in the chip field has attracted much attention. Recently, the lifting of the ban on Huawei Mate60 series, Mate X5, and Pura 70 series mobile phone processor models not only unveiled the mystery of Kirin processors, but also marked a major adjustment of Huawei's brand strategy and market positioning. China Exportsemi Web will try to analyze this incident in depth and explore its impact on Huawei and the entire smartphone market.
1. Behind the lifting of the ban on chip information
The Huawei Mate 60 and Mate X5 are powered by the Kirin 9000S series processor, while the Pura 70 series is equipped with the Kirin 9010 processor. The lifting of this information, according to blogger @Adak Feng Wolf Juxu, is an important adjustment of Huawei's chip information confidentiality policy. This is not only a measure of transparency for consumers, but also a signal that Huawei is seeking breakthroughs in the current complex market environment.
According to market research data in April 2024, the global sales of Huawei's Mate 60 series have exceeded 10 million units since its release. Behind this achievement, the excellent performance of the Kirin 9000S series processors is indispensable. Its efficient energy efficiency ratio and powerful processing power bring users a smooth experience.
2. Brand strategic transformation: from P series to Pura series
The Huawei P series has been the flagship representative of Huawei's smartphones since its launch in 2012. However, with Huawei's announcement in April 2024 that the P-series will be officially upgraded to the Pura series, we have seen a bold attempt by Huawei in its brand strategy. The launch of the Pura series not only inherits the image and technological aesthetic genes of the P series, but also reorganizes the product positioning and starts again with a new attitude.
Within the first month of its release, the Pura70 series achieved good sales results on multiple e-commerce platforms. The Kirin 9010 processor it is equipped with has won the favor of consumers with its excellent performance and 5G network support. According to Suning.com's data, the Pura70 Pro and Pura70 Ultra models are the most cost-effective and have become a popular choice for consumers.
Figure: The lifting of the ban on Huawei's chip information unveils the mystery of the Kirin processor
3. Market impact and consumer response
The lifting of the ban on chip information and the transformation of brand strategy have had a significant impact on the market and consumers. On the one hand, transparent chip information helps consumers understand product performance more accurately and make more informed purchase decisions. On the other hand, the launch of the Pura series has also made consumers look forward to Huawei's new products, enhancing the brand's market appeal.
According to zol.com consumer survey, more than 70% of respondents said that the transparency of chip information is one of the important factors in choosing Huawei mobile phones. In addition, the upgrading of the imaging system of the Pura70 series, especially the concentrating retractable main camera of the Pura70 Ultra, has also become the focus of consumers' attention.
Fourth, technical details and product competitiveness
Although the specific performance parameters of the Kirin 9000S and Kirin 9010 processors have not been disclosed in detail, as Huawei's self-developed high-end processors, they will undoubtedly continue to provide strong support for Huawei smartphones in terms of performance and energy efficiency. At the same time, the Pura70 series has been upgraded in terms of camera, screen, and battery life, further strengthening the market competitiveness of Huawei products.
The Pura70 Pro+'s camera system performed well in professional reviews, with a 50-megapixel main camera and a 13-megapixel ultra-wide-angle lens capable of capturing images with rich detail and true-to-color colors. In addition, the Pura70 Ultra's retractable main camera has won praise from photography enthusiasts for its excellent performance in low-light environments.
5. Future prospects and challenges
With the popularization of 5G technology and the development of AI technology, the competition in the smartphone market will become more intense. Huawei's lifting of the ban on chip information and the strategic transformation of its brand have demonstrated its keen insight into market changes and its ability to respond quickly. However, in the face of uncertainties in the international market and supply chain challenges, Huawei's future path is still full of challenges.
Despite Huawei's remarkable achievements in the domestic market, the challenges it faces in the international market remain severe. According to market research in the first quarter of 2024, Huawei's share of the global smartphone market has declined, mainly due to factors such as supply chain and market competition. However, Huawei has maintained a strong competitiveness in the global market by continuously optimizing its product line and improving user experience.
Conclusion
The lifting of the ban on Huawei's chip information and the launch of the Pura series are not only a strengthening of consumer trust, but also an important symbol of the brand's strategic transformation. In the context of the AI era, Huawei's move is expected to further consolidate its leading position in the global smartphone market, and also bring a new competitive landscape and development direction to the industry. In the future, Huawei's ability to maintain innovation while responding to challenges in the external environment will be the key to its sustainable development. Through transparent chip information and continuous product innovation, Huawei is expected to continue to occupy a position in the fierce market competition.
