Huawei will launch more entry-level and mid-range smartphones for sale in the China market to fend off increasing competition from local rivals Oppo and Vivo in the two segments, according to industry sources.
Huawei has been forced to adjust its strategy recently as shipments of its high-end smartphones to overseas market have been lower than expected, while sales of entry-level and mid-range models in the local market are losing momentum due to aggressive marketing by Oppo and Vivo, said the sources.
The new strategy aims to prevent its market share in the domestic market from being further grabbed by Oppo and Vivo, added the sources. Additionally, Huawei has also lowered its smartphone shipment target for 2016 to 120 million units from the 140 million set previously.
Meanwhile, combined shipments from Oppo and Vivo are expected to reach 140-150 million units in 2016, which are sufficient enough to contest Huawei's market position, said the sources, noting that Oppo aims to ramp up its shipments by over 30% on year to 80 million units in the year, while Vivo aims to boost its shipments to 60-70 million from the 50 million.
Article translated by Steve Shen
