Interview with Honor CEO Zhao Ming: Magic V Flip can break even after shipping over one million units, the value of the small foldable lies in its closure

On June 13, Honor held a new product launch conference at the West Bund Dome Art Center in Shanghai and officially launched the long-awaited Honor Magic V Flip mobile phone. After the conference, Honor Terminal Co., Ltd. CEO Zhao Ming accepted an interview with the media.

The Honor Magic V Flip mobile phone is equipped with the first-generation Qualcomm Snapdragon 8+ processor (3.0GHz). It adopts a four-curved surface design with equal depth in appearance. The 4.0-inch OLED external screen breaks a new record in the industry. The folded thickness is 14.89mm, the unfolded thickness is 7.15mm, and it only weighs 193g. It also has a 6.8-inch OLED Honor Oasis eye-protecting internal screen. At the press conference, Honor announced that the price of this phone starts at only 4,999 yuan, which aroused heated discussions among netizens. During the interview, the media first asked Honor CEO Zhao Ming whether such an attractive price would give a better boost to the popularity of foldable screen phones. In this regard, Honor Zhao Ming said: "This pricing is definitely extremely difficult for Honor. It is unprecedented in the industry with such specifications, configurations and pricing." At the same time, he further said: "We hope to pass This method can really make folding screens more popular. Our last press conference signed the "Honor full-format folding screen". We said that consumers can fold it however they want. There are a variety of choices. This price There is no doubt that it will accelerate and promote the popularity of folding screens.” At the same time, some media are curious that the price of Honor Magic V Flip has dropped to this point. From the perspective of commercial operations, what level of shipment volume must be reached to achieve profit and loss. balance? In this regard, Zhao Ming said that shipments need to reach more than one million units. When talking about why Honor launched such a small folding phone at a time when many brand real estate companies are selling small foldable phones, Zhao Ming said that it is precisely at this time that Honor is examining what kind of small phones consumers need. fold? Just take a traditional phone and make it smaller? The value of this external screen is actually not well presented. And Honor believes that when there is no breakthrough in the concept of Xiaozhe, there is no value and meaning in making Xiaozhe until it truly solves the problems of battery life of Xiaozhe, the use of Xiaozhe external screen as the main screen, and the connection and coordination of internal and external screens. The problem is that Honor has just officially launched. This is the core logic and concept of Honor’s products. Zhao Ming said that small discounts seem to be the easiest to make, but in fact it is the most difficult to experience from consumers. For example, in terms of long battery life, many small discounts require two or even three recharges a day. For example, in terms of thermal design, small foldable phones basically use internal screens, and external screens are rarely used. In fact, frequent opening brings not convenience but trouble to consumers. This actually makes manufacturers need to re-imagine small folding products. Honor believes that when the big discount is unfolded, it has a unique added value, which is the combination between mobile phones and tablets, and allows them to be operated together. So the value of a small discount is exactly the moment it is closed. When it is closed, its value is maximized, and it is what consumers hope to see that is different. Therefore, Honor regards "closing" as the direction of innovation and breakthrough of Xiao Fold.

When we creatively make the external screen the main screen, the experience is better, the battery life is solved, and the reliability problem is also solved. Therefore, the way to solve the problem is to have breakthrough innovation.

Zhao Ming said. At the press conference, the collaboration between Honor Magic V Flip and Jimmy Choo Jimmy Choo also became a highlight. Therefore, some media at the scene asked whether such a joint brand would be extended to Honor’s own product series. to other products in the series, and will there be many joint collaborations like this in the future? Zhao Ming replied that for Honor, how to continuously improve the presentation of its value in the consumer interface. The cooperation with Yagu in shooting technology is a combination of traditional photography technology and AI. From another dimension, Honor’s cooperation with Jimmy Choo and Porsche Design hopes to cross-border the entire industrial design, mobile phone and entire industrial product ID design, and bring some unique understanding. He further emphasized that the magic of technology can only produce more chemical reactions when combined with fashion. This is the value presented in the consumer interface. Honor will always insist that "we will not do meaningless joint brands." Regarding the external screen, I found that many third-party applications cannot completely occupy the 4-inch small giant screen when adapting to the external screen. The display ratio is still the traditional vertical display, so I asked whether this situation is suitable. Is the configuration normal, or will more applications be further adapted in the future to make full use of the 4-inch large screen? Zhao Ming said that there will be a variety of applications in the future, which have different adaptation logics. When each application is presented on the screen, the experience logic is different. In many cases, the two cameras are actually Due to the location of the lower left corner of the screen, many applications do not have core key information. During the entire development process, more than 100 Honor Apps will have different adaptation methods to fully demonstrate the advantages of the full screen. Finally, some media discovered that after the release of Honor's small foldable screen, it has become the only manufacturer of products on sale with all forms of folding screens. What impact will this have on the mobile phone market? What will be the update frequency of various folding screen product lines in the future? Regarding this issue, Zhao Ming said that Honor is very optimistic about these products in terms of value presentation. This time, after Honor has made the external screen the ultimate, it will also use this method to communicate with consumers about the products. Communicate with him once and I believe the feedback from consumers will be very good.

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