The Huawei Pura 70 series was sold out in one minute after the sale, and the dealer: the price increase of 500 is in stock

As an important product line that sniped Apple and returned to the high-end market, Huawei P series has the latest news.

According to the Huawei terminal Weibo news in the morning, on April 18, Huawei Pura 70 Ultra and Huawei Pura 70 Pro officially launched the pioneer plan, and at the same time officially launched online and offline sales. The Huawei Pura 70 series includes Pura 70 Standard Edition, Pura 70 Pro, Pura 70 Pro+, and Pura 70 Ultra four models, with retail prices starting at 5499 yuan, 6499 yuan, 7999 yuan, and 9999 yuan respectively.

According to the announcement, the pioneer program will be divided into two batches, of which the first batch of Huawei Pura 70 Ultra and Pura 70 Pro will be officially launched at 10:08 today, and the second batch of Huawei Pura 70 Pro+ and Huawei Pura 70 will be on sale on April 22.

The first financial reporter logged in to Huawei Mall, Jingdong and other Huawei officially authorized stores, and the related products have been displayed as out of stock. Among them, the Pura 70 Ultra and Pura 70 Pro were sold out in less than a minute on the Huawei store. An offline Huawei dealer told reporters that the order has been completed a few days ago, and the premium of Pura 70 Pro is 500 yuan, and the current volume of goods is relatively sufficient.

The online store shows "Temporarily out of stock"

As an important branch of Huawei's high-end smartphone product line, the release time of the P series has always attracted much attention, and it has been frequently searched this year.

On the morning of the 18th, the reporter found in a number of Huawei online malls that not long after the sale, many models of the Pura 70 series appeared "not for sale" or "temporarily out of stock". As of press time, Huawei's online mall and JD.com's flagship store have been sold out, and you need to make an appointment to buy them.

When the reporter visited some Huawei stores in Guangzhou and Shenzhen before the sale, he found that there are already stores that can apply for "blind box reservation", and the order price ranges from 100 yuan to 1,000 yuan. You can also make a reservation by registering your name and phone number.

A Huawei dealer told reporters on the 18th that the stock payment had been completed around April 15, and the current supply of goods was sufficient. "The Pura 70 Pro currently has a premium of around 500 yuan. The dealer said.

The staff of Huawei's Guangzhou Zhengjia authorized experience store told reporters that the Pura 70Ultra can be purchased in full and picked up in the afternoon. "The Pro has fewer goods and basically needs to be registered, and the Pura70 and pro+ also require a deposit to pre-order. The staff member told reporters.

The staff of Guangzhou Zhengjia Huawei's authorized store said that it could be purchased in stock

"Huawei's current product line covers the Enjoy series, Nova series, P series and Mate series, and from our research, the stock situation is good. Ivan Lam, a senior analyst at Counterpoint, told reporters that the return of the Pura 70 series will complement the last link in Huawei's product line, which is one of Apple's main competitors in the $800 and above price range.

Huawei has released an advance warm-up video of the P series of mobile phones on its official WeChat. In the video, Yu Chengdong, Executive Director of Huawei and CEO of Device BG, announced that Huawei's P series has been officially upgraded to "Huawei Pura", which will start again with a new attitude, and the original P70 will be the first product of the new series.

Huawei's P-series has a history of 12 years, starting with the Ascend P1 and then evolving into the P-series, which focuses on imaging performance. Judging from the product information published on the official website, the Huawei Pura 70 series is equipped with a super-concentrating image system, while the Pura 70 Ultra uses a super-concentrating telescopic main camera.

Huawei mobile phone supply chain sources have previously said that Pura has indeed changed a lot in terms of cameras compared to the past. "We started shipping at the beginning of the year, and after entering March, there was a small peak of orders, and the volume will slowly increase in the future. ”

Ming-Chi Kuo, an analyst at Tianfeng International Securities, said that the unit price of the Pura 70 Ultra's wave-plastic hybrid lens is 4-5 times that of 7P due to the use of molded glass. However, this information has not been officially confirmed by Huawei.

Is there a chance to regain the high-end market?

At the end of March this year, Huawei released its 2023 annual report, which showed that in 2023, Huawei achieved a total revenue of 704.2 billion yuan and a net profit of 87 billion yuan. In 2022, Huawei's global sales revenue will be 642.3 billion yuan and its net profit will be 35.6 billion yuan, so Huawei's revenue will increase by 9.6% year-on-year and net profit by 144% year-on-year in 2023.

However, it is worth noting that among the above-mentioned profits, the proceeds from the sale of the Honor business and the server business contributed 55.9 billion to Huawei. From the perspective of its main business operations, Huawei will still face many challenges in 2023.

Among them, from the perspective of terminal revenue, Huawei has experienced great ups and downs in the past few years, from 483 billion yuan to 214.5 billion yuan in the past three years, and last year, Huawei's terminal business revenue was 251.5 billion yuan, which was the first time in three years to enter the growth channel.

According to a report by consulting firm Counterpoint Research, Huawei will ship about 35 million mobile phones in 2023, an increase of about 5 million units from 2022. According to the industry, according to the average price of 6,000 yuan, the business will increase by about 30 billion yuan, becoming the main force to reverse the growth trend of Huawei's terminal business revenue.

For this year's expectations, Ivan Lam, senior analyst at Counterpoint, told reporters that Huawei's current product stocking is expected to be optimistic, and this year will have a significant increase compared with the past.

Ming-Chi Kuo, an analyst at Tianfeng International Securities, predicts that compared with the P60 series released in 2023, the shipment volume of the P70 series will increase significantly in 2024. P70 shipments are expected to grow 230% to 13 million to 15 million units if demand is strong, and 150% to 10 million to 12 million units if demand slows.

This forecast is also in line with Huawei's current forecast in the supply chain.

However, in terms of market share, Huawei is still far from reaching the past high. With the launch of the Pura70, Huawei wants to further regain lost ground, but Apple is still the main rival, accounting for about 58% of the market.

Canalys analyst Zhou Lexuan said: "The global smartphone market is off to a good start, with a significant improvement compared to the same period last year. However, the first quarter of 2023 has been difficult due to the economic downturn and inflationary pressures. Market prices are becoming increasingly polarized. The entry-level market is saturated, with both Xiaomi and Transsion launching new products. At the same time, vivo, OPPO and Samsung are looking to gain a larger share of the premium segment by investing in marketing and exploring new avenues for growth. ”

Zhong Xiaolei, a research analyst at Canalys, said: "Smartphone manufacturers must pay close attention to inventory levels. With the global inflation situation still uncertain, manufacturers are taking a cautious approach to inventory management to reduce the risk of oversupply and ensure financial stability. “

The agency expects a slight pullback in inventory in the second quarter of 2024, and the channel aims to digest inventory from past quarters to make room for new product launches in the second half of this year, thereby achieving more sustainable growth.

Some supply chain sources believe that Huawei still needs to overcome more difficulties for mobile phone products, especially after new technologies such as AI have entered the accelerated change, and the recovery of the electronic consumer market is in its infancy, and the defensive front of other leading mobile phone brands has been rolled out.

(Intern Hao Zizhu also contributed to this article)