After a five-year hiatus from the global smartphone market, Huawei is making a bold return with ambitious expansion plans targeting 60 countries and regions. This strategic move marks a significant turning point for the Chinese tech giant, which has successfully overcome previous technological constraints through its self-developed Kirin chips and HarmonyOS ecosystem.
Global Market Re-entry Strategy
Huawei has already begun its international expansion by launching the Mate X6 foldable smartphone in key markets including Germany, France, Malaysia, UAE, and Saudi Arabia. The company's return to the global stage demonstrates its renewed confidence in competing internationally, backed by its technological breakthroughs in chip manufacturing and software development.
Key Markets for Initial Launch:
- Europe: Germany, France
- Middle East: UAE, Saudi Arabia
- Southeast Asia: Malaysia
Product Specifications and Pricing
The international version of the Mate X6 comes equipped with the Kirin 9020 processor and runs on EMUI 15 (equivalent to HarmonyOS 4.3). While maintaining most features of its domestic version, the global variant excludes satellite communication capabilities. The device is priced at EUR 1,999 in European markets, positioning it as a premium offering in the foldable smartphone segment.
Global Market Pricing:
- Mate X6: EUR 1,999 (Premium Segment)
- Nova13: EUR 549 (Mid-range)
- Nova13 Pro: EUR 699 (Upper Mid-range)
Market Performance and Future Prospects
Recent market research indicates promising results for Huawei's initial global efforts. In the second quarter of 2024, the company achieved international sales of 1.2 million units, representing 11% of its total global shipments. While these numbers are modest compared to Huawei's peak performance in 2019, when it shipped 240 million units globally and held 17.6% market share, they represent a significant step in the company's recovery strategy.
Historical Performance:
- 2019 Peak: 240 million units shipped (17.6% global share)
- 2024 Q2: 1.2 million international units (11% of total sales)
Strategic Product Portfolio
Alongside the flagship Mate X6, Huawei is also introducing the nova13 series to capture mid-range market segments. The nova13 and nova13 Pro are priced at EUR 549 and EUR 699 respectively in European markets, offering competitive specifications with Kirin processors. This dual-tier approach suggests Huawei's intention to rebuild its presence across different price segments.