Huawei Consumer business group (BG) shipped a total of 32,03-million devices during the third quarter, including 16,8-million smartphones, reflecting a year-on-year increase of 26%.
The percentage of mid- to high-end devices grew an impressive 162% year-on-year, comprising 26% of all total shipments.
In Q3 2014, Huawei Consumer BG achieved tremendous growth in regions including the Middle East and Africa (322%), Asia Pacific (98%) and Latin America (51%). In view of the rapid growth of demand for smartphones in 2014, Huawei has continued to intensify its efforts across emerging markets.
Over the past three years, Huawei Consumer BG has shifted its focus from low-end to premium mid- to high-end products, and expanded its retail strategy from carriers to online sales channels and open markets. As a result, sales of Huawei’s flagship products have surged.
As of September 2014, Huawei Ascend P7 global shipments passed 3-million units, with the smartphone now available in over 110 countries and markets globally.
Additionally, Huawei Ascend Mate7, launched globally in September 4, sold out across more than 1 000 retail outlets in China on its first day of commercial availability. First launched in June 2013, global shipments of Huawei Ascend P6 have 5-million units and the smartphone is now available in more than 120 countries throughout Europe, the Middle East and Africa, and Latin America.
“Our performance in this quarter demonstrates the ongoing success of our strategy to deliver the best premium handset devices to more people around the world,” says Shao Yang, vice-president of marketing at Huawei Consumer BG. “Our production capacity for Ascend Mate7 and P7 is growing steadily and we expect shipments of our mid- to high-end devices to continue to increase in Q4 2014.”
Capitalising on the increasing demand for 4G LTE technology globally, shipments of Huawei Consumer BG’s 4G LTE-enabled smartphones such as Huawei Ascend P7, Huawei Ascend G6 and G750, continue to rise, comprising more than 34% of total shipments for the Q3 2014. Huawei Honor 6, the fastest 4G LTE-enabled smartphone on the market at the time of its launch in June, has already achieved a sales record of more than 2-million units in China, and is expected to become available in overseas markets in the coming months.
Huawei Consumer BG’s brand recognition amongst consumers has increased due to its “Make it Possible” positioning and a series of successful promotional campaigns worldwide. Huawei has undertaken sponsorship activities with sports organisations such as renewing its partnership with Club Atlético de Madrid and initiating a new cooperation with Galatasaray SK Football Team in Turkey.
In October 2014, Huawei Consumer BG ranked 94 in Interbrand’s Best Global Brands Report, making it the first Chinese company to appear on the list. Huawei’s brand was valued at $4,3-billion, with expectations that it would increase as Huawei’s global influence expands. Regarding the Interbrand announcement, Shao Yang says: “We are thrilled that Huawei has become the first mainland Chinese company to be added to Interbrand’s Top Global Brands list. This important recognition for Huawei is a testimonial of our success in overcoming the challenges involved in growing Huawei from a domestic Chinese brand to a globally recognizable brand. Our efforts to ‘Make It Possible’ for people everywhere to enjoy our technology now means that Huawei is well on its way to becoming a well-loved and truly global brand.”
