In the coming year, the pattern in China's mobile phone market has changed, and it is expected that Huawei's share of mobile phones will continue to decline, and what is unexpected is that Apple has become the biggest beneficiary, becoming the first in the Chinese market again after 6 years.
According to market research firm CINNO Research, Apple won 22% of the market share in the Chinese market in October, which is the first place in the domestic smartphone market since December 2015.
For Apple to return to the first, the vast majority of domestic brands did not respond, but Glory CEO Zhao Ming said a few words of truth after the Glory 60 series new product launch, he said that there is a strong opponent, should be the industry is excited, can make the industry healthy competition. Competing with strong opponents allows you to grow fast.
Zhao Ming's next sentence is even more to the point - don't think that Huawei has vacated the market, just think that it should be divided by several domestic brands, which is a very naïve idea.
Zhao Ming's words will make domestic mobile phone brands uncomfortable, but this is the current reality, Apple's return to China's first hero is the iPhone 13 series, although every year by netizens complained that there is no innovation, but this year the iPhone 13 series sold crazy, competitive, the time and place are favorable and all accounted for, the original Huawei users switched to the iPhone 13 mobile phone in large quantities.
What should domestic mobile phone brands take to snipe the iPhone 13 series?
In the absence of core environment, the supply chain is stable and the first word is not only Apple
iPhone 13 series was ridiculed by Chinese netizens as thirteen incense, did not expect that it really became thirteen incense, highly sought after, and in this year's semiconductor market extreme lack of core environment, Apple's iPhone play smelting supply is still not much affected, in addition to the initial rush to buy, has now been stable supply, which is also one of the keys to Apple's guarantee of iPhone 13 sales.
Cook, who is at the helm of Apple's CEO, is recognized as a master of supply chain management, and now everyone has seen Apple's strength. In contrast, the lack of core mobile phones has a negative impact on a number of domestic mobile phones, not only affecting sales, but also disrupting the mobile phone upgrade plan, and even the strange situation that the upgraded model processor is not as good as the previous generation of products.
In the chip shortage, electronic components in the environment of rising prices, how to stabilize the supply chain is the top priority of domestic brands against Apple, this year not only stabilized the supply chain but also achieved rapid growth of domestic brands is the glory, at the end of last year they left Huawei completely independent operation after a period of dark period, but this year the supply chain has been fully restored.
In January this year, Zhao Ming pointed out in an interview that Glory has no restraint from the perspective of supply and can go all out to face the market. In the 2 months or so since Honor's independence, all suppliers of the company have fully resumed cooperation, including AMD, Intel, Micron, Samsung, Qualcomm, MTK (MediaTek) and so on.
Zhao Ming's statement in this year's Q2, Q3 quarter of the mobile phone sales have been repeatedly confirmed, of which at the end of October the authoritative research agency Counterpoint Research released the China smartphone Q3 quarterly report, Glory not only with a 15% share back to the top three, shipments increased by 96% month-on-month, this growth rate is the fastest of all manufacturers, other manufacturers are even declining or slight growth, only Glory has achieved substantial growth, is rapidly recovering lost ground.
Glory not only fully restored the cooperation of supply chain partners, but also in strengthening their own high-end manufacturing capabilities, a few days ago in the Glory 60 series release, Glory introduced the first self-invested factory - Glory Intelligent Manufacturing Industrial Park, has been completed and put into operation in September, the industrial park owner not only includes high-end flagship mobile phone mass production center, but also set new product verification center, new process / new technology / manufacturing mode incubation center and intelligent manufacturing capacity building center in one, with a total investment of more than 1 billion, The building area is 135,000 square meters.
75% of the processes in this smart factory production line are completed by automated equipment, of which more than 40% of the equipment comes from independent research and development, which can produce a mobile phone every 28.5 seconds. With such a strong production and research and development guarantee, the overall outstanding performance of the Honor 60 series is also reasonable.
The first Snapdragon chip also does not regard the configuration as quality
Honor's ability in supply chain recovery can also be seen from the recent release of a new generation of Snapdragon 8 processors, a few days ago at the Snapdragon Technology Summit, Qualcomm released Snapdragon 8 Gen 1, which is the latest 5G platform, upgrading 4nm process and X2 CPU, etc., will undoubtedly be the flagship choice of domestic brands at the end of this year and early next year.
In the list of partners, Honor is also one of the first 14 brands to use the Snapdragon 8 Gen 1. This year's Honor digital series has successively launched Qualcomm chips, and the Honor 60 Pro is equipped with Snapdragon 778G+, which fully demonstrates Qualcomm's trust in honor's technical strength.
However, Honor does not pursue "take-ism", supply chain partners provide excellent products, Honor and Qualcomm R & D personnel work closely together to quickly adapt the GPU Turbo X to the Snapdragon platform, bringing users the ultimate performance experience.
The Honor 60 is also adapted to the GPU Turbo X, with the depth of the honor chip optimization, carefully crafted to create a different good product, bringing a cross-level experience.
Honor 60 series is not only this year's face value ceiling, but also integrated into Honor's own optimization and improvement, in terms of game performance, power consumption and heat generation than the same level of product performance, even enough to rival the 8 Series models.
All of this is as Honor CEO Zhao Ming said, "You can't take the configuration as quality, and you can't piece together high-end devices to be a high-end experience." ”
Honor has such a confidence - Honor has a research and development team of more than 4,000 people, and Glory CEO Zhao Ming also said that Glory has the "best quality asset" that is, research and development capabilities. All of this has helped Honor consolidate its "technically competent" brand image and attract many loyal users.
The result is that Glory can make a better experience on the same product, Honor's team has experience in joint research and development and tuning with the chip design team, and can now be used for Snapdragon chips to deeply understand the various scheduling and algorithms at the bottom of the chip, even if it is the same Snapdragon chip, Honor can also do a better job of scheduling performance and power consumption.
Honor's unique optimization and adjustment ability has been demonstrated on a variety of mobile phones, from the Honor 50 to the Honor Magic3 to the latest Honor 60 series, which are better than the same chip products in terms of game performance and heat control.
From Excellence to Excellence The Honor 60 Series is about creating a unique selling point that no one else has
The same chip tuning is better, this technical process is equivalent to upgrading from passing to excellent, which is quite difficult for domestic brands, but considering the existence of overseas brands such as Apple, but excellent does not guarantee that domestic machines enter the ranks of top students, and still need to go further - from excellent to excellent.
Excellence requires domestic brands to have their own exclusive technology, and no one can maintain an advantage in the competition and let consumers perceive the difference in brands. Based on the "two-wheel drive" product development concept, Honor has brought innovative technologies that can truly solve users' pain points.
The so-called two-wheel drive is a wheel to grasp the consumer trend, insight into consumer feedback, so that the product team can launch products that can really impress consumers; the other wheel focuses on the technical level, leading consumer demand at the bottom and application technology.
In recent years, the Vlog shooting of the fire has become the mainstream way for young people to record their lives and express themselves, and in the process of shooting Vlog, there is often a situation where the body is too far away from the mobile phone, or the hands are stained with oil when cooking and enjoying food, resulting in the inability to contact the mobile phone operation, insight into the pain points behind this lifestyle, honor 60 series innovatively launched the "AI gesture recognition, Vlog air mirror replacement" new function.
Behind this innovative feature is the Honor 60 series through the leading knuckle bone recognition technology, powerful AI algorithms and chip computing power support, as well as the depth adjustment of front and rear lenses and other leading technologies.
Users can use the starting gesture of "Give me five" to complete the air shooting of Vlog through five air gestures of "raise your hand", "flip", "shake your fist" and "slide "OK", and enjoy a cooler and more free shooting experience.
The black technology of the Honor 60 series is far more than that, and it also brings system-level power consumption control to meet the heavy battery life needs of users. Most manufacturers' solutions to battery life are to increase battery capacity, and battery life has been a digital game for a long time.
The emergence of the Honor 60 series punctured the truth of this fragile digital game, and the end-to-end combination of software and hardware of the Honor R&D team achieved power consumption control optimization, intelligently identified different use scenarios, dynamically adjusted the working mode of the power supply system, and matched the user's usage habits through the intelligent node engine, reducing ineffective waste and improving utilization efficiency under the premise of ensuring excellent performance.
How to snipe iPhone 13? This is a great test of the strength of domestic mobile phones, on the one hand, to ensure the stability of the supply chain, on the other hand, to better optimize the mobile phone experience on the basis of suppliers, and more importantly, to exercise their ability to walk alone in the world, behind each requirement is a solid ability, will not be achieved overnight.
It is believed that the release of the Honor 60 series will tear a hole in the market, and the market pattern at this stage will be rewritten.