Honor mobile phone market share jumped to first place in the third quarter, and foldable sales reached the top

On October 26, the Canalys data agency released a report showing that in the third quarter of 2023, Honor China’s market share and shipments returned to the first place. Remarkably, Honor achieved the same good results in the Q2 quarter of 2022 a year ago. Since splitting with Huawei in 2021, Honor has reached the top market share twice.

## However, what is different from a year ago is that this time the glory is not only It ranks first in the domestic market share, and in the folding screen mobile phone market, it has achieved the top sales volume of "big folding".

Another difference is that the background for Honor’s victory this time is not easy – Huawei’s strong return and the annual new iPhone The release has brought huge competitive pressure to the market. To put it more bluntly, it is more difficult for Glory to break through this time than ever before.

Despite facing many challenges, Honor has stood out in the highly competitive mobile phone market with its innovative products, and has also proven itself to the entire industry: After three years of accumulation, the Honor brand has developed a strong momentum, and the brand Influence continues to rise. Today, Honor has formed a tripartite situation with Huawei and Apple, and has become a force that cannot be ignored in the Chinese market.

This achievement is inseparable from Honor's firm implementation of the two-wheel drive innovation concept. Only by being innovative and keenly grasping market trends and implementing user needs through innovation can we remain invincible in market competition.

We can clearly feel this through the "three consecutive hits" of the folding screen mobile phone series launched by Honor this year

The next "iPhone moment" of smartphones, Honor folding screen enters Apple Hinterland

There is an obvious trend in the current smartphone market, that is, the overall market continues to be cold, but the folding screen mobile phone segment has shown a trend of bucking the trend. Third-party data shows that the sales of folding screens in the Chinese market exceeded 1 million units in 2021, nearly 3 million units in 2022, and more than 3 million units as of the end of August in 2023. The trend of accelerating the popularity of folding screens is very certain.

Folding screen mobile phones are also generally considered by the industry to be the next "iPhone moment" for smartphones.

During the MWC in June this year, Zhao Ming, CEO of Honor Terminal Co., Ltd., delivered a keynote speech on "The Future Evolution of Smartphones" and shared Honor's thoughts on how mobile phones will develop and evolve in the future. An obvious signal is that Honor has high hopes for foldable screen phones and heralds a new innovation cycle. In this cycle, Honor will open up a new track for smartphones through revolutionary folding screen products, break the market structure, and bid farewell to Apple's dominance.

Zhao Ming’s appeal to the industry is regarded as the starting point of Honor’s folding screen offensive

In the following period, Honor successively released three high-profile new folding screen products : Honor Magic V2,

Honor V Purse and Honor Magic Vs2. The successful launch of these products is inseparable from the support of a series of innovative technologies, such as butterfly wing hinges, Luban titanium hinges, aerospace-grade magnesium alloy thin materials, self-developed shield steel materials, titanium alloy 3D printing technology, and Qinghai Lake batteries, etc. . These innovative technologies make Honor foldable screen products outstanding in terms of thinness, durability and performance, further improving the user experience.

In a very short period of time, three flagship, thin and light folding screen mobile phones have been released one after another. Honor has ushered in a brand image that is highly recognized by the market and consumers on the track of leading folding screen innovation. In any case, Honor is an unavoidable choice in the current folding screen market.

Among them, the hot market performance of Magic V2 allowed Honor to surpass Huawei Mate Ranked first in the smartphone market sales ranking.

After the release of Magic V2, data shows that the number of Apple users has increased by 300%. Honor has successfully entered the Apple mobile phone sales market. The situation in the high-end mobile phone market is no longer static

The competitor is a candy bar flagship phone, creating a candy bar flagship in a folding screen phone

Currently, folding screen phones face a common problem, that is, due to the limitations of the body structure design, they are never close to the traditional candy bar The weight of the phone. According to data from iResearch, the most important factor that users pay attention to when buying foldable screen mobile phones is their thin and light grip. The same point of view has also been verified in the report of Counterpoint Research. They believe that thinness and lightness are not only a key factor influencing users to purchase mobile phones, but also the core expression of folding screen technology. In a previous interview, Zhao Ming once talked about However, Honor’s goal is not to compete with the folding screen phones of its friends. The real competitors are candy bar flagship phones, namely the iPhone 14 and iPhone 15.

"Honor will build a candy bar flagship in the field of foldable screen mobile phones, and a folding flagship in the field of candy bar phones, to truly break the boundaries between candy bars and folding flagships." Zhao Ming said in the interview. Based on this concept, Honor has entered the folding screen field with thin and light innovation as its entry point, showing strong explosive power. Honor Magic V2, Honor V Purse, and Honor Magic Vs2 are three folding screen mobile phones that have almost taken lightweight to the extreme

For example, on July 12, the new generation of Honor folding screen mobile phone Honor Magic V2 was officially released. Through a series of technological and process material innovations such as Luban titanium hinges, Honor’s self-developed shield steel, and Qinghai Lake batteries, it breaks the record of thinness and lightness at 231g. This is the world’s first folding flagship with a closed thickness of no more than 1CM. With the release of Honor Magic V2, folding screen mobile phones have officially entered the millimeter era.

Honor released the new Honor V Purse mobile phone on September 19. It adopts an innovative wallet folding screen design, achieving the perfect integration of technology and fashion, and once again demonstrating the excellence of folding screen mobile phones in the product field. progress. The Honor V Purse mobile phone is only 8.6 mm thick in the closed state and 4.3 mm thick in the unfolded state. The entire phone weighs only 214 grams, which is even lighter than a flagship candy bar phone. At the same time, it adopts the world's leading Qinghai Lake dual-battery solution. The new generation Qinghai Lake battery is only 2.3 mm thick, which greatly saves body space. Silicon carbon anode battery technology enables the battery capacity to reach 4500mAh, which can provide a long-lasting battery life experience even though it is thin and light

On October 12, Honor's new folding flagship Magic Vs2 has once again set a new record with its thin and light body of 229 grams. At the same time, it has reduced the price of large-sized foldable screen mobile phones to 6,999 yuan, further stimulating users' enthusiasm for purchasing

Thin and light innovation Helping Honor become the leading foldable screen mobile phone brand, Honor is constantly breaking the industry's thin and light record and continuing to lead the future folding screen innovation trend. Currently, the thin and light innovation of Honor’s folding screen has left a deep impression on the entire industry, and this innovative design has become the main driving force for the growth of the folding screen market.

Written at the end

According to data from iResearch, the current overall awareness of the Honor brand has reached 51.7%, ranking among the top three brands together with the industry's leading brand Huawei. . At the same time, Honor’s existing user satisfaction is as high as 4.62, which is close to Huawei’s 4.64

On the other hand, due to Apple’s long-term absence, Honor and Huawei are in the leading position in the domestic folding screen mobile phone market, forming a The "double strong" pattern has been established. In particular, Magic V2’s hot performance in the market made it the sales champion in the domestic “big folding” smartphone market in the third quarter. This achievement further confirms that Honor has become the leading brand in the folding screen mobile phone market

Honor uses folding screen mobile phones as a breakthrough to continue to conquer the high-end mobile phone market, and has formed a three-legged situation with Huawei and Apple. All these achievements have been achieved by Honor starting from the needs of consumers, relying on its accumulated research and development strength and systematic capabilities, as well as its stable performance and breakthrough innovative thinking after anchoring its strategic direction.

We can expect that Honor will continue to lead the folding screen track. In this "post-iPhone" moment, Honor will bring more innovative products and inject more imagination into the entire mobile phone industry.

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