Huawei plans to ship 100 mn smartphones overseas

Huawei will be increasing its overseas smartphone shipments to 100 million units to target high end consumers and international markets.

Company’s shipments accounted for 75 million smartphones in 2013 said Shao Yang, vice president of marketing.

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The company plans to boost the portion of sales from high-end devices including the Mate 7, P7, or Honor 6 to more than 30 percent from 18 percent.

Huawei is expanding its lineup of mobile devices priced above $300 to move away from competition with cheaper devices.

According to researcher Strategy Analytics, Huawei ranked fifth in global smartphone shipments during the third quarter, with 5.1 percent share.

Samsung ruled the market followed by Apple, Xiaomi and LG, Strategy Analytics reported in October.

The portion of Huawei’s smartphone sales coming from international markets will rise to more than 60 percent this year from 52 percent last year, the company said.

The company expects smartphone sales to rise $16 billion this year, from $12 billion last year.

“Huawei plans to focus for now on organic growth rather than seeking to buy rival manufacturers,” said Richard Yu, chief executive officer.

Huawei is facing increasing competition from Xiaomi, Lenovo and its Motorola brand, ZTE and OnePlus.

Yu said he thinks most low-cost vendors from China will likely shut down in three to five years because their business models are not sustainable in the long term.

Open channels accounted for 41% of the total revenue.  The company has established 630 Huawei branded shops, which have contributed to the enhancement of the online and offline retail shopping experience for consumers.

Shipment of Honor devices reached 20 million units, with Honor 3C series shipping more than eight million units, Honor 3X series over four million units and Honor 6 over three million units.

Huawei Consumer BG will focus on flagship products brand marketing to establish Huawei’s brand image through its high-end products.

The Honor brand will focus on internet business to overseas markets.

 

Vishal Kawadkar

editor@gizmolead.com

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