Credit：Visual China

Huawei raised the delivery target for 2024 to a range of 60 million to 70 million units, more than doubling its annual delivery of 30 million units in 2022, Chinese state-backed newspaper Securities Daily cited people close to the company. The new target is same as Jiemian recently reported. The Chinese digital news media outlet said Huawei set an annual smartphone delivery target between 60 million units and 70 million units for the year 2024. The Shenzhen-based company has placed enough additional orders to its suppliers to ensure it meet the target, the report’s sources said.

The delivery volume of 60 million units is roughly in line with the expectation of Ming Chi Kuo, an analyst at TF International Securities who was well known as the most accurate Apple analyst in the world. Kuo anticipated about a month earlier that Huawei’s mobile delivery in 2023 will increase about 65% from last year to 38 million units, driven by demand for Mate 60 Plus, and its delivery in 2024 is expected to be no less than 60 million.

Huawei’s internal target is probably like this range, Chinese financial and business newspaper the National Business Daily cited two analysts at brokerage firms. The volume of delivery target is a relatively normal one, not very high, and that almost matches the market expectation, the analysts said. An insider from the supply chain told the newspaper that the reported target is very likely to be true.  

These reports came as Huawei’s latest flagship Mate 60 generated buzz among Chinese customers and is set to be the best selling model this year even though the company has not released details about it.

Huawei surprisingly launched a presale for Mate 60 Pro priced at RMB6,999 (US$960) on August 29 even though it has not officially released the model. The low-profile presale turned out such a success that the first batch of the phone sold out within hours, igniting fervor for Huawei’s 5G comeback in China. While Huawei didn’t confirm whether the phone supports the 5G network, Chinese media outlets said online tests proved Mate 60 Pro can deliver the internet speed of 5G. Multiple reports attributed Mate 60’s 5G connectivity to Kirin 9000s chipset.

Huawei was said last month to officially launch a comprehensive program to return to the smartphone market, buoyed by the Mate 60 series. In response to the news, Huawei told the state-backed newspaper Securities Daily that the new mobile will initially focus on domestic market. The paper also learned that Huawei has raised shipment target in the second half of the year for Mate 60 by 20% as sales of the flagship were stronger than the company’s expectation. Huawei was reported to deliver at least 40 million units of new smartphone this year.

Huawei’s dealership seems more optimistic about Mate 60 sales. If production capacity is sufficient, global sales of the Mate60 series are expected to reach 50 million units, way more than the nearly 10 million units of the Mate 50 series sales, Chinese digital news media outlet The Paper quoted a Huawei dealer in mid September.

Mate 60 series mark an important step toward Huawei’s return, and the following series such as P series are expected to accelerate overseas expansion of Huawei-branded mobile, the Securities Daily cited a third party analyst Li Huaibin. Huawei has maintained it reputation and image in the premium smartphone market and is stepping up comeback, given the popularity of Mate 60 series, Li commented.

The Wall Street predicted upbeat sales of Mate. Bank of America analyst Wamsi Mohan expected Mate 60 could pose an opportunity for Huawei to regain market share if it's able to supply and scale the homegrown Kirin 9000S chip. The shipment plan of Mate 60 Pro has increased by about 20% to 5.5 million to 6 million units as the demand for the device has been strong since inception, Ming Chi Kuo expected in September. Based on the market trend that showcased demand for the new Mate 60 is significant stronger compared with legacy models, Kuo forecasted at least a total of 12 million Mate 60 Pro mobiles would be shipped 12 months after launch. 

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