Huawei Mate70 Series: Pre-orders Surge Before Official Launch, Market Analysis of the Phenomenon

Huawei Mate70 Series: Pre-orders Surge Before Official Launch, Market Analysis of the PhenomenonThe Huawei Mate70 series has generated significant pre-order excitement even before its official release. On November 18th, the Sci-Tech Innovation Board Daily reported that Huawei had initiated pre-orders for the Mate70 series, which includes standard, Pro, and Pro+ versions, before its official launch on November 26th

Huawei Mate70 Series: Pre-orders Surge Before Official Launch, Market Analysis of the Phenomenon

• The Huawei Mate70 series has generated significant pre-order excitement even before its official release. On November 18th, the Sci-Tech Innovation Board Daily reported that Huawei had initiated pre-orders for the Mate70 series, which includes standard, Pro, and Pro+ versions, before its official launch on November 26th. The launch event will coincide with the unveiling of the new Arcfox Alpha S Huawei HI edition, further fueling market anticipation.

Pre-order channels include numerous offline Huawei stores that have begun accepting registrations. Customers must collect their phones within a specified timeframe at their chosen store and can only pre-order from one location. Some Beijing dealers are conducting targeted invitations, accepting pre-orders for all models with a 1000 RMB deposit. Dealers suggest the Mate70's starting price will be similar to the Mate60 series, but those without pre-orders may face price increases or lengthy wait times. Importantly, offline stores primarily support local pickup, with limited out-of-town shipping options. While some dealers offer shipping, it often requires unboxing and activation.

A consumer in Xi'an reported receiving contact from a salesperson on November 12th, participating in a "Pioneer Plan" and paying an 8000 RMB deposit for a Mate70 Pro 512GB. The consumer stated the salesperson didn't disclose the final price but anticipated it would be close to the deposit amount.

Huaweis intelligent life stores also confirmed that the new foldable phone, MateX6, will launch concurrently. Official stores began targeted invitations for V3 and above members on November 6th. Sales staff stressed that official stores wouldn't inflate prices, but stock is limited. A Mate70 RS Porsche Design model is also expected, with even more limited quantities.

IDC's mobile phone quarterly tracking report shows that the Chinese smartphone market shipped approximately 68.78 million units in Q3 2024. Huawei held a 15.3% market share, ranking third and achieving double-digit year-over-year growth for four consecutive quarters. In the foldable phone market, Huawei leads with a 41.0% market share.

The Mate70 series' pre-order success contrasts sharply with the Huawei PURA70 series. The PURA70, launched under a nationwide "Pioneer Plan," saw price reductions of 500 to 1000 RMB within three months of release, followed by further reductions of 300 to 800 RMB during the Double 11 sales event, totaling a cumulative price drop of 1800 RMB. Huawei Consumer Business CEO Yu Chengdong revealed that PURA70 shipments increased by 154%, exceeding 6.5 million units by the end of October. Industry analysts attribute the multiple price adjustments to unmet sales expectations, primarily due to underwhelming performance improvements.

In contrast, the Mate70 series is expected to feature a new generation of Kirin chips, a significant upgrade from the Kirin 9000 series, and native support for HarmonyOS NEXT, potentially explaining consumer preference.

Nearly 1.65 million consumers have pre-ordered Mate70 series products, demonstrating strong market anticipation. However, the PURA70s market performance highlights the need for caution in pricing and market strategy to avoid repeating past mistakes. Whether the Mate70 series can replicate the success of the Mate60 series and maintain market momentum remains to be seen. Its final sales and market reputation will significantly impact Huawei's future product strategy. While the pre-order surge is encouraging, its conversion into final sales requires close monitoring of subsequent market feedback. Huawei must ensure sufficient supply chain stability and production capacity to meet potential demand fluctuations.

The Mate70 series' pre-order craze reflects continued consumer confidence in Huawei's brand and technology, and strong demand for high-end domestic phones. However, it also presents challenges: maintaining product competitiveness while controlling costs and balancing market demand with supply capacity. High market expectations translate to higher risks; Huawei must maintain competitiveness while responding to potential market changes. Only then can the pre-order enthusiasm translate into sustained market success.

The simultaneous launch with the Arcfox Alpha S Huawei HI edition signifies Huawei's deepening all-scenario ecosystem strategy. This cross-industry collaboration enhances brand influence and offers consumers a richer intelligent experience. Huawei's future success in this area remains to be seen. This collaboration undoubtedly adds to the Mate70 series pre-order hype and provides new directions for Huaweis future development.

In conclusion, the Huawei Mate70 series' pre-orders before launch reflect market confidence in Huawei, presenting both opportunities and challenges. Capitalizing on this opportunity will determine Huawei's competitive position in the high-end smartphone market. The pre-order success is just the first step; subsequent market performance will ultimately determine the Mate70 series' market success or failure.