As 2023 draws to a close, the consumer electronics market has shown more and more obvious signs of recovery, and the overall smart wearable market has maintained a growth trend for two consecutive quarters and entered a state of stable recovery.
Looking back on this year, although the major domestic smart wearable manufacturers have accelerated the iterative upgrading of various product lines, there are not many really outstanding achievements, and Huawei Wearable has won the first place in domestic shipments for four consecutive years with its rich product series and strong sports and health functions, firmly sitting on the top spot of high-end wearable brands.
This year, Huawei Wearable has accelerated the deployment of its global wearable business through a series of global strategic initiatives, continued to consolidate the global high-end market, and completed a great leap from "high-end products" to "global high-end brands".
According to Counterpoint Research, in the third quarter of 2023, the global smartwatch market shipments increased by 9% year-on-year, and Huawei stood out with a staggering growth rate of 56%, becoming one of the main drivers of global market growth. Among them, Huawei's high-end smart watch shipments have achieved a 122% increase, successfully occupying 14% of the global market share, according to a report released by market research agency GFK data in October, in 2023, Huawei will increase from 0% at the beginning of the year to 30% of the sales share of China's smart watch 5000+ price ultra-high-end market.
Huawei Wear's gratifying achievements in the field of high-end smart watches show that its products have won the favor of more consumers in the high-end market. This not only has a positive impact on Huawei's high-end brand image, but also provides a reference and model for the development of the global smart wearable industry. So where do Huawei Wear's results in 2023 come from?
High-end wearable products have been launched one after another to meet the pursuit of high-end quality on users' wrists
The rise of Huawei wearables in the global market is closely related to its product innovation in the high-end field. In terms of high-end wearable products, Huawei has launched a number of high-end smart watches this year. Among them, HUAWEI Watch Ultimate was selected as the "EISA 2023-2024 High-end Smart Watch of the Year", which is also the fourth year that Huawei Smart Watch has won the EISA High-end Smart Watch of the Year Award.
In September 2023, the launch of HUAWEI Watch Ultimate Design marks substantial progress in Huawei's high-end brand strategy in the global market. This is not only a smart watch, but also the essence of the ultimate aesthetics, the ultimate craftsmanship, and the ultimate innovation. Through careful design and careful use of materials, Huawei has elevated the smartwatch to a luxurious fashion accessory, satisfying consumers' pursuit of high-end quality on the wrist.
In the HUAWEI Watch GT series, the design language of Huawei Wear continues to evolve, from the 2018 first-generation GT series incorporating the dual crown and bezel design of traditional watches, to the GT 2 series adopting an integrated 3D curved glass surface design for the first time, to the GT 3 series using a 3D rotating crown with haptic feedback for the first time, and then to the new Huawei Watch GT The 4 Series combines geometric aesthetics to create an octagonal angular design and a sparkling halo design, and Huawei's wearable design language has achieved a leap from classic to future.
At the same time,A number of high-end smartwatches launched by Huawei Wear not only make breakthroughs in design, but also pay more attention to user experience and functional innovation. By integrating advanced technologies such as health monitoring, exercise tracking, smart notifications, etc., the product is more attractive and practical. Taking the HUAWEI Watch GT 4 as an example, its newly upgraded functions such as the Vitality Three Rings and the Scientific Fat Reduction App provide users with more comprehensive and personalized sports and health services, help users understand the meaning behind their own data, and cultivate more scientific exercise methods and living habits.
The globalization strategy is in full swing, and the high-end brand image is rooted in the hearts of the people
With high-end products as a key prerequisite, how to make these products deeply rooted in the hearts of the global community has become a greater challenge for Huawei. Because of this, 2023 has become a very "busy" year for Huawei Wear——Huawei has also achieved great success in brand promotion in 2023 through the layout of strategic press conferences, precise positioning of brand declarations, in-depth localization strategies, cooperation with world-renowned figures, and the promotion of global interactive activities. Together, these factors have driven the brand's rise in the global market, allowing Huawei Wear to build a strong brand image in the combination of fashion, technology, and local culture.
For example, while other wearable brands are still making single-point breakthroughs in sports and health functions, Huawei Wearable has achieved an up-dimensional evolution. It put forward the brand declaration of "fashion, more leapfrogging", so that wearable products and fashion and healthy life are integrated in an all-round way. This concept has become the guiding ideology of product design, and it is also a kind of consumer value transmission, making Huawei's wearable products no longer just technology products, but also a symbol of lifestyle.
In 2023, Huawei Wearable held a number of press conferences around the world, including Europe, the Middle East and Africa, Asia Pacific, and Latin America. At the same time, Huawei also selected local fashion and cultural landmarks, such as the Burj Khalifa in Dubai, to add a lot of color to the product launch, which made Huawei's fashion wearable products more attention and recognition around the world. In addition, Huawei's wearable fashion "big brands" have appeared in more than 10 countries and regions around the world, including France, Germany, Spain, Dubai, Poland, and Malaysia, demonstrating the strength and charm of Chinese brands to the world.
On the other hand, Huawei invited four-time Olympic gold medalist and legendary athlete Sir Mo Farah and world-renowned fashion and fitness blogger Pamela to be the global experience officer of Huawei wearable products, and launched the "Light Up Your Rings" campaign around the world, allowing users to develop healthy living and exercise habits in a more interesting experience through the new vitality three rings and medal incentive systemIn October this year, during Pamela's trip to China, she teamed up with Huawei Watch GT 4 to start a "calorie bill challenge". Huawei hopes to leverage the wide reach and fan base of these celebrities to bring the brand closer to its users.
It is worth mentioning that behind Huawei's wearable impact on the global high-end market, there is also the support of top R&D strength. Huawei has three sports and health science laboratories and more than 10 R&D centers around the world, and this huge scientific research strength provides strong support for Huawei's ultra-high-end brand, ultra-high-end products, and fashion high-end brand concept. Huawei's Health Science Lab not only accelerates the global deployment of Huawei's wearable high-quality products and services, but also provides more reliable products and services for consumers around the world.
Overall, Huawei Wearable has had a great success in 2023, performing well in both the domestic and global markets. Through its high-end brand strategy, global layout, strengthened scientific research capabilities, and cooperation with global celebrities, Huawei Wearable has achieved a leap from the domestic market to the global market, and from high-end products to global high-end brands.
In the future market competition, Huawei Wearable will continue to lead the industry trend, provide consumers with more high-quality and fashionable smart wearable products, and bring more innovation and possibilities to the industry.