Setting off a storm of popularization of foldable screens, Honor leads the high-end mobile phone market

The 618 promotion has come to a successful conclusion. At this time of year, the 618 sales report of various mobile phones has also become an important indicator of brand strength. In the early morning of June 19, Honor announced the results of the 618 promotion for the first time. The battle report showed that during the entire 618 period, the sales of Honor foldable screen mobile phones increased by 179%. Among them, the newly released Glory Magic V Flip has secured the top spot in the small folding screen category due to its hot pre-sale results. Honor 200 series also won the new product championship across all platforms, and Honor’s PC, wearable and other product lines also achieved impressive results.

In fact, during the good start of 618, Honor showed its breakthrough The momentum - the Honor folding screen family has fully exerted its efforts, and sales surged by 269% year-on-year; the Honor 200 series swept 618, winning the new product sales championship.

At a time when the overall recovery of the smartphone market is slowing down, Honor mobile phones are unique and showing rapid growth momentum. This strong contrast confirms the broad consensus in the industry. If Honor a year ago had its moment of glory in the candy bar market, then it is obvious that in today's folding screen and the entire high-end mobile phone market, Honor has set off a new era with its forward-looking product strategy and strong technological accumulation. Wheel of "Glory Folding Storm".

Targeting the strongest folding screen brand, Honor is setting off a "folding storm"

Since entering the folding screen track, Honor has targeted becoming the "strongest folding screen brand" and continues to do so. Increase investment in the field of folding screens. In the second half of last year, Honor launched three flagship, thin and light large folding screen mobile phones: Honor Magic V2, Honor V Purse and Honor Magic Vs2, which received high recognition from the industry and enabled Honor to grow rapidly in the folding screen market.

According to the China mobile phone market tracking report for the first quarter of 2024 recently released by International Data Corporation (IDC), Huawei ranks first with a market share of 44.1%, and Honor ranks second with a market share of 26.7%. . A report also from the market research institution Techinsights shows that Huawei topped the global folding screen mobile phone market in the first quarter of 2024, followed by Samsung and Honor. In the large folding screen mobile phone category, Honor has strong momentum and ranks the world in market share. second.

#It should be noted that behind Honor’s ranking second in the global folding screen mobile phone market share, there is a premise that cannot be ignored——Honor previously It has not entered the small folding screen product market. This means that Honor has achieved such remarkable results without fully investing its efforts, and its potential in the folding screen mobile phone market can be described as "immeasurable."

During 618 this year, Honor officially released the brand’s first small foldable product-Magic V Flip. The advent of this product seems a bit "late", but in fact, it embodies Honor's thoughtful thinking in the field of folding screens. Honor has been exploring what kind of folding screen products consumers really need. Honor CEO Zhao Ming elaborated on this point in an interview - when the concept of small folding screen mobile phones has not made a breakthrough, there is no practical significance in launching such a product. It wasn't until Honor truly solved the battery life problem of the small foldable screen, allowing the small foldable external screen to be used as the main screen, and optimized the connection agreement between the internal and external screens, that Honor decided to officially launch this product.

Honor Magic V Flip adopts a "comprehensive external screen" design. The 4.0-inch OLED external screen breaks a new record in the industry. When folded, the external screen It can perfectly assume the functions of a complete mobile phone. “The moment we close it is where our key value lies,” as Zhao Ming said, this is the core logic and concept of Honor’s Xiaozhe products.

At present, Honor and Huawei have become the only domestic manufacturers that master the three cutting-edge folding technologies of vertical folding, horizontal inward folding, and horizontal outward folding. They are also the only manufacturers with products on sale in all forms of folding screens - — At the same time, three different folding screen products are on sale: large outer folding (Honor V Purse), large inner folding (Magic V2, Magic Vs2), and small folding (Magic V Flip).

At the same time, the price of Honor folding screen has completely covered 4,999 yuan to 15,999 yuan. It is one of the few high-end markets that has pushed the price of folding screen to more than 15,000 yuan. At the same time, it has set off a popularization storm of folding screen with a price of 5,000 yuan. s brand.

It is foreseeable that with the official launch of the Honor Magic V Flip, Honor, which has achieved a full folding screen layout, will welcome Coming to a new round of outbreak, the folding screen popularization storm 2.0 led by it has fully begun.

In addition to the strength of folding technology, AI is the biggest driving force

In the exploration and application of folding screen technology, Honor has brought butterfly wing hinges, Luban titanium hinges, and aerospace-grade magnesium A series of innovations including thin alloy materials, self-developed shield steel materials, titanium alloy 3D printing technology and Qinghai Lake batteries. These technologies not only solve the thinning and reliability problems of folding screen mobile phones, but also solve the problem of ultra-large external screens. , Oasis eye protection screen, SLR-level photo camera, platform-level AI intelligent interaction and other aspects have created industry precedents.

Honor CEO Zhao Ming said in a recent interview with the media: "Honor has completed the technical reserves of all folding screen categories."

When talking about Honor’s advantages in the folding screen market, Zhao Ming took the Magic V2 as an example. Its thickness of only 9.9 mm defines a new standard for thinness and lightness. This advantage is enough to lead the market for 8 to 10 months. He further explained: "It takes time for other manufacturers to learn. Our technical solutions have been available for almost 12 months now, and we are still the record holders for thinness and lightness."

Secondly, Honor also has core technical capabilities in materials Significant advantages, which will become more obvious over time. Finally, Zhao Ming emphasized the importance of “platform-level AI and core capability construction”, which is also one of Honor’s advantages that cannot be ignored in the field of folding screen technology.

"Using AI to reconstruct systems and use AI to enable hardware is the value proposition that Honor has always adhered to." As Zhao Ming said, thanks to Honor's forward-looking layout of AI technology, and With in-depth research and application of AI technology, AI has become a key engine for Honor's growth.

As early as 2016, Honor officially established the initial direction of using AI to reconstruct the operating system. However, this year, when friends are still relying on When using AI large models from third-party cloud service providers to enhance AI functions and create AI applications, Honor has subdivided the AI ​​of smart terminals into four layers -

The first layer: using AI to enable cross-system, Integration across devices. Let different operating systems make decisions through AI to achieve seamless connection and data sharing between mobile phones, tablets, PCs and other devices;

Second layer: Use AI to reconstruct the operating system of a single terminal, Use AI to strengthen the recognition of user intentions and intelligent allocation and scheduling of terminal resources, so that terminal devices will understand you better and become more useful the more you use them. For example, MagicOS 8.0 is based on the human-computer interaction of intention recognition brought by platform-level AI capabilities;

The third layer: AI applications on the device side, such as application-level AI such as cutout, photo rendering, and document summarization;

The fourth layer: AI device-cloud collaboration is to realize the presentation of network-side AI such as AIGC and network large models on mobile phones while ensuring user privacy and security.

Honor’s “four-layer architecture strategy” in the field of AI is highly consistent with the Apple Intelligence released by Apple at WWDC24 not long ago , both of which are committed to platform-level AI enablement. However, judging from the timeline, Honor’s “AI four-layer architecture strategy” has clearly achieved a clear lead.

On the other hand, Apple Intelligence is currently at the first and second tiers of Honor’s AI architecture. When evaluating Apple Intelligence, Zhao Ming said: "Apple has closely followed Honor's business logic and ideas in terms of device-side AI."

There is no doubt that Honor's "AI four-layer architecture strategy" represents the end-to-end AI Focusing on the future trends and evolution direction of AI technology, this strategy also demonstrates Honor's forward-looking and profound technological accumulation in the field of AI.

Written at the end

According to the China mobile phone market tracking report for the first quarter of 2024 released by IDC, Honor won the first place with a market share of 17.1%. The ranking of manufacturers in the price segment above US$600 in the global market for the first quarter of 2024 released by Canalys shows that Honor has entered the top five in the global high-end market for the first time. In the domestic market, it has formed a "Three Kingdoms" situation with Apple and Huawei.

The above achievements are inseparable from the strong promotion of Honor’s folding screen. More importantly, with the help of AI strategy, Honor is accelerating to achieve the goal of “creating the strongest folding screen brand”.

In the just-concluded 618 promotion, Honor continues to dominate the folding screen track. The Honor folding screen has set off a "Glory Storm", and In the future, "moments of glory" will continue to be written.

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