At 10:08 on April 18th, Huawei's first new product after the original P series was upgraded to HUAWEI Pura, the Huawei Pura 70 series, four new phones were unveiled collectively, of which the Pura 70 Ultra and Pura 70 Pro versions were the first to go on sale. According to the poster, the Pura 70 Ultra is the highest-end version of the series, with prices starting at 9999 yuan. Although there is no warm-up, netizens have said that "I didn't get it in seconds" and "I didn't grab it", which shows the high popularity of Huawei mobile phones. A reporter from Beijing Youth Daily learned that 12 years ago today, Huawei's P1 mobile phone, the first generation model of the P series, was launched, and now it has become one of Huawei's two flagship series. After this upgrade, the Huawei Pura series further strengthens the positioning of the main peak photography and fashion aesthetic design, and the previously released Mate 60 series, which is still popular, Huawei has built a high-end brand layout of Pura and Mate's dual flagships, which will further disrupt the domestic high-end mobile phone market.
Phenomenon:
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The first two mobile phones to go on sale this time include Pura 70 Ultra and Pura 70 Pro, among them, Pura 70 Ultra has four colors: Chanson Green, Mocha Brown, Starlight White and Starlight Black, 16GB+512GB, 16GB+1TB The two versions are priced at 9999 yuan and 10999 yuan respectively. Pura 70 Pro has three colors: Roland Purple, Snow White and Feather Sand Black, with a starting price of 6499 yuan and a top version of 7999 yuan.
According to the pioneer plan, next, Huawei Pura 70 series will also be on sale on April 22 early Pura 70 and Pura 70 Pro+, the price starts at 5499 yuan.
Based on the full return of the Huawei Mate 60 series last year, many people have been looking forward to the release of the "Huawei P70", and Yu Chengdong also said after the P series brand upgrade that "Pura 70 will have good news in a few days".
The release on the morning of the 18th was very "sudden", and there was no prior notice. However, early in the morning of the 18th, a reporter from Beiqing Daily saw that with Huawei's brand power, "Huawei Pura 70" has been on the top of the hot search. Many netizens said that "I didn't grab it" and "I was still filling in the address, but it was gone". However, some netizens posted a single saying that they "grabbed it", and the order they posted showed that they would receive Pura 70 Ultra this month.
Background:
The P series has been upgraded to HUAWEI Pura, focusing on aesthetics and imaging
On April 15, Huawei officially announced that Huawei's classic P series mobile phones will be fully upgraded to HUAWEI Pura.
"Pura" means pure, beautiful in Spanish. It can be seen that the aesthetic design of Huawei's upgraded Pura series is still one of its main features.
The biggest update in the appearance of the Huawei Pura 70 series is that the camera module behind it has changed from a rectangular shape to a new triangular design, which Huawei officially calls the "weather vane" lens. At present, the industry is "not square or round" in terms of mobile phone photography modules. Huawei's breakthrough design has also created a new concept for the industry.
In terms of material, Huawei Pura 70 Ultra challenges the industry's technological limits, using a high-end embroidery embossing process for the first time, the starlight pattern on the back of the fuselage is embossed through a set of thin lines with extremely fine width and dense arrangement, and there are multiple high and low embossing lines distributed within each millimeter;
In addition, the Huawei Pura 70 series also has many new colors, such as chanson green, cherry rose red, etc., as well as the same ice blue as the Huawei Pocket S, which is full of fashion.
In addition to the aesthetic design, the imaging capabilities of the HUAWEI Pura series also continue to be strong in the Huawei P series phones. According to the poster, it can be seen that the Huawei Pura 70 Ultra is equipped with a "red circle gold standard lens". In professional cameras, the red circle lens means "luxury" and "luxury", etc., which means that the lens is made of exquisite materials, fine workmanship, and excellent imaging quality, and the "gold standard" is also the symbol of professional high-end lenses, and Huawei Pura 70 Ultra has an exclusive XMAGE image logo.
Regarding the status of the P series in terms of imaging, Yu Chengdong, CEO of Huawei terminals, once commented: "The development history of the P series is the history of the development of mobile imaging. According to the product poster, the Huawei Pura 70 Ultra adopts the industry's first main camera designed with a rotating telescopic lens structure, which perfectly realizes the perfect fusion of a one-inch outsole sensor, F2.1 large aperture and 8.4mm thin and light body, plus 35x super macro shooting, and ultra-high-speed wind speed flash photography that can capture 300km/h high-speed high-speed rail, all of which are the first in the industry, conveying the brand image of the Huawei Pura series of continuous exploration of the boundaries of mobile imaging.
In terms of system, on April 7 this year, Huawei announced that there are now more than 4000 applications joining the HarmonyOS ecosystem, including head applications in many fields, this time Huawei Pura 70 series is equipped with HarmonyOS 4.2, adding interactive themes that move with your eyes, a new AI retouching master to help easily optimize pictures, and a new smart art, etc., to improve the HarmonyOS system experience again.
Analysis:
The launch of Huawei's Pura70 series will disrupt the market pattern
This year marks the 12th year that the Huawei P series has been launched. On April 18, 2012, the first generation of Huawei's P series, the Ascend P1, was launched.
At present, Huawei's mobile phone straight board products have two flagship series, Pura and Mate. Since last year, the large-scale launch and hot sales of the Mate60 series have marked the official return of Huawei's high-end mobile phones. After the Mate60 was launched last year, it became a "wealth management product", and to this day, the product has not been reduced in price, but is still popular among consumers. "Since the second half of last year, Huawei's mobile phones represented by the Mate 60 have begun to exert their strength, seizing a part of Apple's share in the high-end market. At the same time, it also affects the domestic mobile phone brand market pattern," said Sun Yanbiao, an analyst at Chaodian Think Tank.
Counterpoint Research data also shows that Huawei made a strong comeback as the No. 1 smartphone sales in the first two weeks of 2024, while in the first six weeks of 2024, China's overall smartphone sales fell by 7% year-on-year, while Huawei's mobile phones increased by 64% year-on-year, ranking second with a market share of 17%.
On March 29, Huawei's latest financial report showed that its global sales revenue was 704.2 billion yuan, of which the terminal business achieved sales revenue of 251.5 billion yuan, a year-on-year increase of 17.3%.
After the launch of Huawei's Pura 70 series, it is bound to set off a new round of market changes in the domestic high-end mobile phone market. "This year, Huawei's share will continue to recover rapidly, which will squeeze the share of other brands, especially Apple, and the pressure on other domestic brands will be greater. However, in recent years, the development of major brands has progressed, coupled with overseas development, the overall share of domestic brands will continue to increase this year," Liu Huafang believes.
Guo Mingchi, an analyst at Tianfeng International Securities, also predicted that Huawei's P70 shipments are expected to grow significantly in 2024. If the current strong demand for mobile phone inventory replenishment can continue into the first half of 2024, P70 series shipments are expected to increase by 230% in 2024 to 13 million to 15 million units.
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Text/Beijing Youth Daily reporter Wen Jing
Editor/Fan Hongwei