Event Background
On December 12, Huawei's overseas flagship product launch event was held in Dubai, United Arab Emirates. This launch event is an important arrangement by Huawei in overseas markets, aimed at showcasing its latest flagship products and sending a positive signal of its return to overseas markets.
Core Information
At the event, Huawei Consumer Business Group (CBG) released a series of flagship new products, including the Huawei Mate X6 foldable phone, the Huawei nova 13 series phones, the Huawei FreeBuds Pro 4 earphones, and the Huawei MatePad 11.5 tablet.
The highlight was the new-generation product in the Mate series of foldable phones, the HUAWEI Mate X6. This is a comprehensively upgraded high-end smartphone, with improvements in display, imaging system, durability, and user experience. The Mate X6 is Huawei's latest foldable phone and went on first sale in the domestic market on December 6. Pre-order data shows that as of November 26, more than 1.16 million people in China had reserved it for purchase. Donghai Securities believes that Huawei's foldable phones hold a leading position among domestic brands, and its Mate X6 adopts an innovative distributed Xuanwu architecture, increasing the space utilization rate of the phone's secondary frame by 32%.
At this launch event, Huawei also released the nova 13 series phones, bringing AI smart experience innovations. Huawei also introduced its first Huawei Yuezhang TWS earphones, the FreeBuds Pro 4, continuing the series' flagship position as Huawei's high-end wireless earphones. In addition, Huawei also released the MatePad 11.5 tablet. Data from research institution Canalys shows that in the third quarter of 2024, global tablet shipments reached 37.4 million units, a year-on-year increase of 11%. Among them, Huawei shipped 2.867 million units, a year-on-year increase of 28.8%, ranking fourth globally.
A research report by Soochow Securities states that after fully returning to the domestic market, Huawei has actively released signals of returning to overseas markets, successively holding product launch events and advertising campaigns in international cities such as Dubai. The continued advancement of Huawei's market return strategy has driven its various terminal brands to compete for potential markets at home and abroad.
Market research institution CINNO Research stated that major mainstream phone brands are actively positioning themselves in the foldable phone market. In terms of market share, in the third quarter, Huawei's foldable phone sales were about 1.12 million units, a year-on-year increase of 97%, and its share in the domestic foldable phone market rose by 2.9 percentage points year on year, defending its title as the sales champion in the domestic foldable phone market. This was mainly due to the Huawei Mate X5 foldable phone launched in September last year, which has ranked first in single-quarter sales of domestic foldable phones for four consecutive quarters since its launch, becoming a star product in the market. Huawei has ranked first in the domestic large foldable phone market share for five consecutive years.
China Merchants Securities believes that the Huawei Mate X6 has upgrades in multiple areas including imaging, communications, and AI functions, and is expected to lead a new trend in industry development. The release of the Mate X6 is expected to continuously consolidate Huawei's competitiveness in the foldable screen market. Market research institution Counterpoint analysis states that in the third quarter, Huawei's foldable phone shipments continued to grow, with the Mate X5 and Pocket 2 performing well in the Chinese market. It is expected that Huawei's release of the Mate X6 will further drive its growth in the foldable screen market.
Related Services
As a leading event planning company in China, Towin PR Media provided professional event planning and execution services for this Huawei overseas flagship product launch event. From venue selection to process design, from stage construction to on-site management, the Towin team ensured the smooth progress of the launch event, helping Huawei showcase its latest products and technologies to global media and partners.
Industry Observation
Huawei's holding of an overseas flagship product launch event in Dubai marks its accelerated pace of returning to the global market. As a core category in the high-end market, foldable phones face increasingly fierce competition. Huawei continues to consolidate its technological leadership with the Mate X series, while enhancing brand influence through overseas launch events. For event planning companies, serving tech giants' overseas launch events requires an international perspective and cross-cultural execution capabilities, with excellence required from content planning to on-site management.
Content Summary
Huawei held an overseas flagship product launch event in Dubai, releasing multiple new products including the Mate X6 foldable phone, the nova 13 series, the FreeBuds Pro 4 earphones, and the MatePad 11.5 tablet. With its innovative architecture and comprehensive upgrades, the Mate X6 is expected to continue Huawei's leading position in the foldable screen market. This launch event is an important measure in Huawei's return to overseas markets. As the event planning service provider, Towin PR Media provided professional support for the smooth holding of the launch event.