Event Background
On December 12, Huawei held its overseas flagship product launch event in Dubai, UAE. This launch is a key part of Huawei's overseas market strategy, aiming to showcase its latest flagship products and send a positive signal of its return to international markets.
Key Highlights
At the event, Huawei's Consumer Business Group (CBG) unveiled a series of flagship products, including the Huawei Mate X6 foldable phone, the Huawei nova 13 series, the Huawei FreeBuds Pro 4 earbuds, and the Huawei MatePad 11.5 tablet.
The highlight was the next-generation foldable phone in the Mate series—the HUAWEI Mate X6. This fully upgraded premium smartphone features improvements in display, camera system, durability, and user experience. The Mate X6 is Huawei's latest foldable phone, which went on sale in China on December 6. Pre-sale data shows that as of November 26, over 1.16 million people had pre-ordered the device in China. Donghai Securities believes that Huawei is a leader among domestic foldable phone brands, and the Mate X6 adopts an innovative distributed玄武 architecture, increasing the space utilization of the secondary frame by 32%.
At this launch, Huawei also introduced the nova 13 series, bringing an AI-powered smart experience. Additionally, Huawei launched its first Huawei悦彰 TWS earbuds, the FreeBuds Pro 4, continuing the series' flagship status in Huawei's high-end wireless earbuds lineup. The company also unveiled the MatePad 11.5 tablet. According to research firm Canalys, global tablet shipments reached 37.4 million units in Q3 2024, up 11% year-on-year. Huawei shipped 2.867 million units, a 28.8% increase, ranking fourth globally.
According to a research report from Dongwu Securities, after fully returning to the domestic market, Huawei is actively signaling its return to overseas markets by holding product launches and advertising campaigns in international cities like Dubai. The continued implementation of Huawei's market return strategy is driving its various terminal brands to compete for potential markets both at home and abroad.
Market research firm CINNO Research stated that major smartphone brands are actively entering the foldable phone market. In terms of market share, Huawei sold approximately 1.12 million foldable phones in Q3, a 97% year-on-year increase, and its domestic foldable phone market share rose by 2.9 percentage points, retaining the top spot in China's foldable phone market. This is largely attributed to the Huawei Mate X5 foldable phone launched in September last year, which has been the best-selling foldable phone in China for four consecutive quarters, becoming a star product. Huawei has been the market share leader in China's large foldable phone segment for five consecutive years.
China Merchants Securities believes that the Huawei Mate X6's upgrades in imaging, communication, and AI functions are expected to lead new industry trends. The launch of the Mate X6 is likely to further consolidate Huawei's competitiveness in the foldable phone market. According to Counterpoint Research, Huawei's foldable phone shipments continued to grow in Q3, with the Mate X5 and Pocket 2 performing well in the Chinese market. The newly launched Mate X6 is expected to further drive Huawei's growth in the foldable phone market.
Related Services
As a leading event planning company in China, Towin PR provided professional event planning and execution services for this Huawei overseas flagship product launch. From venue selection and process design to stage setup and on-site management, the Towin team ensured the smooth running of the event, helping Huawei showcase its latest products and technologies to global media and partners.
Industry Insights
Huawei's overseas flagship product launch in Dubai marks an acceleration of its return to the global market. As a core category in the high-end market, foldable phones are facing increasingly fierce competition. Huawei continues to solidify its technological leadership with the Mate X series while enhancing brand influence through overseas launches. For event planning companies, serving tech giants' overseas launches requires an international perspective and cross-cultural execution capabilities, with meticulous attention to everything from content planning to on-site management.
Summary
Huawei held its overseas flagship product launch in Dubai, unveiling multiple new products including the Mate X6 foldable phone, nova 13 series, FreeBuds Pro 4 earbuds, and MatePad 11.5 tablet. With its innovative architecture and comprehensive upgrades, the Mate X6 is expected to extend Huawei's leading position in the foldable phone market. This launch is a significant step in Huawei's return to overseas markets, and Towin PR, as the event planning service provider, offered professional support to ensure the event's success.