On January 10, 2022, Honor released its first folding screen mobile phone Honor Magic V, which has a cover thickness of only 14.3mm, which is currently the thinnest folding screen mobile phone, and it is also the first folding screen mobile phone to use a new generation of Qualcomm Snapdragon 8 processor. The official price of Honor Magic V starts from 9999 yuan, which is lower than the previous industry's expectation of 12,000 yuan.
After the press conference, Honor CEO Zhao Ming said: "There is no doubt that the folding screen mobile phone is to give Honor a corner to overtake, proving that Honor can do better than Apple's straight board, or better than Apple's mobile phone." ”
In fact, Honor has been constantly improving the brand's positioning. On August 12, 2021, Honor released the Honor Magic3 Ultimate Edition, priced at 7999 yuan, which is the highest in the history of Honor mobile phones. The launch of the folding screen mobile phone is a good opportunity to once again pull up the brand positioning of glory.
Honor CEO Zhao Ming
Folding screen mobile phones should be the standard of the main machine
In Zhao Ming's view, the product form of folding screen mobile phones and the needs of consumers are also diverse. Part of it is functional: there are small-screen portable needs, but also large-screen reading, reading books, instruction documents, watching videos, shopping, entertainment needs.
The other part is "feeling": "it looks cool, the user's product is to be different, the functional experience is secondary, but the phone is taken out and placed there, it may be different from others, which is also a demand." ”
The Glory Magic V's Slogan is "really making the folding screen into the main machine era", which is obviously to give priority to meeting the functional needs of most people.
According to Honor's survey, 50% of folding screen mobile phones use external screens for daily applications. Therefore, the folding screen mobile phone should achieve the standard of the main machine, which has the golden ratio and size of the internal and external screen hardware at the same time, and do a good job of operating system adaptation for the internal and external screen collaboration.
"When the big screen becomes the focus, the small screen should not become a blind spot" reflects the design idea of glory
"Whether it is from a standard straight phone to use, or to expand it and use it as a large-screen mobile phone, it is necessary to best and optimally match the needs of consumers." It is to let consumers have no regrets when buying, buying a good value for money, can really do the main machine, otherwise it may also have a straight mobile phone and a folding screen mobile phone," Zhao Ming told the Titanium Media App.
According to the Titanium Media App, the hinge mechanism of folding screen mobile phones is still an important technical difficulty in product research and development. Compared with vertical folding screen mobile phones, horizontal folding screen mobile phones face greater technical difficulties.
Previously, Samsung and Huawei first released horizontal folding screen mobile phones, and then released vertical folding screen mobile phones. From this point of view, Honor also chose to do horizontal folding screen mobile phones first, and it is not excluded that glory will highlight the longitudinal folding screen structure of mobile phones in the future.
In order to make the folding screen mobile phone the main machine, competitive price is an important condition for starting the market.
Before the official announcement of the price, the expected price of the Honor Magic V was generally around 11,000-12,000 yuan.
At present, the products positioned equivalent to the Honor Magic V are Samsung Galaxy Z Fold3 5G, priced at 14999 yuan, and Huawei Mate X2 priced at 18999 yuan.
The recently released OPPO Find N and Huawei P50 Pocket are positioned lower than the Honor Magic V, priced at 7699 yuan and 8988 yuan respectively.
Under such a market environment, Glory finally chose to set the starting price at 9999 yuan, and the competitiveness of the product exploded. After all, from the current point of view, only by setting the price below 10,000 yuan, it is possible to become a hit, and the Honor Magic V is currently the highest configuration of the folding screen mobile phone, ahead of Huawei Mate X2 street.
Folding screen mobile phone high-end is not a slogan
Honor Magic V
Honor's folding screen mobile phone development work started in early 2021, when Honor has just become independent from Huawei, the supply problem has not been completely solved, and the folding screen mobile phone project has been started.
In fact, since independence from Huawei, Honor has encountered many difficulties. According to IDC data, at the beginning of 2021, the market share of Honor was only 3% when it was most difficult, but after unremitting efforts, it finally pulled the market share back to 16.2% near the peak in September 2021 and returned to the ranks of domestic TOP5 mobile phone manufacturers.
When asked how to enter the high-end market, Zhao Ming said that the high-end of mobile phones is not a slogan, but a systematic strength and ability. Under the big strategy, it is necessary to decompose the strategy into executable, feasible, quantifiable, step by step and action.
When asked about the processing of folding screen mobile phone creases, and why the camera did not adopt a higher configuration, Zhao Ming said that the design and price of the product are irrelevant, while considering the creases, the anti-drop of the folding screen mobile phone is also a problem to be considered, and the image is more to consider the balance of the entire system, otherwise it is difficult to make the unilateral thickness of the mobile phone 6.7mm.
"In fact, to make an excellent product and flagship machine, the most important thing is to strengthen it where consumers need it most, but if a specification affects the entire systematic and systematic design, this place is the time to make the best choice." Zhao Ming added.
When asked whether he would "enter the price war like the mid-end and low-end", Zhao Ming also had a clear answer.
"Consumers recognize your high-end, the value that your experience brings, and the value recognized by consumers is the value it should have." Therefore, for this point, Glory's cognition is very clear, that is, to do a good job in Honor's own products, adhere to the two-wheel drive of consumer demand and innovation. ”
Titanium Media App believes that Honor Magic V is very clear in product ideas, including the combination of software and hardware, internal and external screen collaboration, the degree of completion of the product is very high, and the price is also in a "dessert" position. At the beginning of 2022, the release of such a flagship product at the time of Fo Xiao, which is about to be popularized in this folding screen mobile phone, will undoubtedly set a new benchmark for high-end products for the next folding screen mobile phone market. (This article was first published on Titanium Media App, author/Wu Honglei)