Huawei's Smart Selection Series undergoes a strategic upgrade: a name change, ecosystem restructuring can it pave a differentiated competitive path?

Huawei's Smart Selection Series undergoes a strategic upgrade: a name change, ecosystem restructuring can it pave a differentiated competitive path?Leaks reveal that the new Huawei Smart Selection series not only features redesigned molds but also uses Chinese pinyin abbreviations for product codenames, signifying a heightened level of commitment from Huawei. More importantly, this upgrade isn't limited to smartphones; it expands to other areas like laptops, signifying a comprehensive approach

Huawei's Smart Selection Series undergoes a strategic upgrade: a name change, ecosystem restructuring can it pave a differentiated competitive path?

In the fiercely competitive smartphone market, Huawei's Smart Selection series is undergoing a profound transformation, with a complete overhaul from product naming to market positioning. Leaks suggest a strategic upgrade for the new Huawei Smart Selection devices, encompassing a name change and ecosystem restructuring. This indicates Huawei's ambition to make a significant impact in the entry-level market.

Leaks reveal that the new Huawei Smart Selection series not only features redesigned molds but also uses Chinese pinyin abbreviations for product codenames, signifying a heightened level of commitment from Huawei. More importantly, this upgrade isn't limited to smartphones; it expands to other areas like laptops, signifying a comprehensive approach.

The core of these initiatives lies in Huawei's attempt to create a differentiated competitive path through the Smart Selection series. Firstly, in naming, Huawei breaks away from the traditional alphanumeric conventions of phone models, adopting a more localized naming strategy. This boosts product recognition, strengthens its connection with users, and demonstrates Huawei's focus on the Chinese market.

Secondly, the new molds mean that future Huawei Smart Selection devices will boast a radically different appearance compared to Huawei's own branded products. This contrasts sharply with the previously slight resemblance between Huawei phones and Huawei Smart Selection phones. Previously, Huawei phones and Huawei Smart Selection phones differed significantly in brand collaboration, positioning, design, operating system, network support, and after-sales service. Huawei phones, as Huawei's flagship products, represent the company's highest technological capabilities, while Huawei Smart Selection phones are the result of collaborations with third-party brands, aiming to offer consumers more choices.

Specifically, regarding brand collaboration and positioning, Huawei phones are Huawei's own brand, representing the highest technological level; while Huawei Smart Selection phones are the result of cooperation with third-party brands. In terms of design, while similarities might have existed, differences were typically found in materials, color schemes, and logos. Huawei phones run HarmonyOS, emphasizing ecosystem integration and smart features, whereas Huawei Smart Selection phones might have used Android, offering more flexibility in app usage. Network support also varied, with some Huawei phones lacking 5G support in certain regions, while Huawei Smart Selection phones generally supported 5G. After-sales service was provided by Huawei for its own brand phones, while partner brands handled service for Huawei Smart Selection phones.

However, these differences might be erased in the new Smart Selection series. Redesigned molds represent design independence, while the more localized naming strategy further strengthens its independent brand image. Crucially, leaks suggest the new devices will run HarmonyOS NEXT, not EMUI, signifying the gradual adoption of Huawei's native HarmonyOS. Devices released after March will come pre-installed with HarmonyOS NEXT, foregoing HarmonyOS, which will profoundly impact the ecosystem's development. If Huawei successfully promotes its native HarmonyOS, its future potential is immeasurable.

A key question, however, is whether future Smart Selection devices will feature Kirin processors. Currently, Huawei phones are not readily available everywhere, and the production capacity of the Kirin 9020 processor is limited, posing a challenge.

The transformation of the Huawei Smart Selection series isn't just about a new phone launch; it's a crucial strategic move for Huawei to build a competitive moat. From localized naming strategies to enhanced hardware performance, ecosystem synergy, and brand repositioning, these steps reflect Huawei's redefined approach to the entry-level market. If Huawei can further integrate the complete HarmonyOS experience and strengthen the Smart Selection series' independent brand image, it might carve a new niche in the fiercely competitive smartphone market.

However, this information is based on leaks, and specifics remain to be confirmed. Previously, 5G capability was a key selling point for Huawei Smart Selection phones. However, with Huawei's breakthroughs in 5G, this selling point has lost its appeal. Therefore, Huaweis strategic upgrade of the Smart Selection series is a smart move in line with market trends.

In conclusion, the strategic upgrade of the Huawei Smart Selection series signals a new layout in the entry-level market competition. Through name changes, ecosystem restructuring, and design alterations, Huawei aims to create a more differentiated product line. Whether it succeeds, however, remains to be seen. The success of this transformation will largely depend on the adoption rate of HarmonyOS NEXT, the supply of Kirin processors, and Huawei's ability to build the Smart Selection brand image. This is a strategic gamble full of challenges and opportunities, the outcome of which we eagerly await.