Recently, on the occasion of the small Chinese New Year's Eve in the north, Zhao Ming, CEO of Glory Terminal Co., Ltd., released a Weibo. In this Weibo, Zhao Ming expressed his gratitude to consumers and partners, and said that glory's overall market trend this year is gratifying, and in the case of a decline in sales at the beginning of the year, it successfully walked out of the "smile curve". Not only that, Zhao Ming also thanked the operators for the recognition of many product lines launched by Honor this year, and revealed that the newly released folding screen flagship Honor Magic V has now been sold to a hard machine.
As a brand that has experienced various changes in the past two years, Honor's market performance is undoubtedly gratifying. It took honor only one year to set off a new wind of growth in the mobile phone industry and launch its brand reputation again. From stepping out of the "smile curve" to becoming a sponsor of China Ice and Snow Technology, and a smartphone and terminal sponsor of the Chinese short track speed skating national team, Honor's high-quality products and innovative ideas have been recognized, and in terms of service, it has also found a friendly interaction between consumers.
But glory surprises go far beyond that. This year, the Glory Mall will not be closed during the Spring Festival, and online orders from Chinese New Year's Eve to the sixth day of the first year (January 31, 2022 to February 6, 2022) can also be shipped and delivered normally. In addition, there are more than 600 glory authorized service center stores across the country will continue to operate, glory consumer service hotline, glory online customer service 7 * 24 hours all-weather manual service, as well as two-way free logistics fee repair service, etc., to help consumers solve the problem of machine use during the Spring Festival. Not only that, go to the Honor Authorized Service Center to provide film and repair product services to receive a random Spring Festival gift.
It is not difficult to see that whether it is the glory of hardcore New Year goods that represent innovation and quality, or service, they are setting off a new trend of New Year goods. What is so special about Glory that can make Glory fans still stay on this brand in the toughest days? How exactly does this brand quickly return to the market and regain its foothold in mainstream manufacturers? Today, let's take a good look at it.
First, quality first product design
To talk about what makes a mobile phone manufacturer special, we have to start with the product. In terms of products, Honor adheres to the concept of "endorsing products with quality". Specifically, Honor hopes to ensure that the product configuration is sufficiently leading, and focus on the actual needs of real users through industry-leading innovative processes and quality control, so as to bring consumers high-quality products and a more ideal user experience.
From the details of the glorious products, we can indeed feel a dedication to quality. From the Honor 50 SE's ultra-narrow-sided straight-screen ceiling of only 1.05mm, to the full-screen effect of the Honor Magic3 series without borders, to the low handwriting delay of the Honor Tablet V7 Pro as low as 2nm. Behind every small detail that highlights the quality, the glory R & D team has been refining and grinding over and over again.
As an important part of achieving high quality, on November 4 last year, the Glory Intelligent Manufacturing Industrial Park was opened to the public for the first time. According to honor officials, automation can reduce the differences and defects caused by human operations and better control quality. Not only that, Honor has also created a set of quality standards that adapt to the global environment, and dozens of product dimensions must be tested after the completion of product production to ensure that products meet the most stringent standards.
Under such strict quality inspection conditions, it is naturally a high-quality product. Recently, China Mobile officially released the "2021 Intelligent Hardware Quality Report (Phase II)", in which Honor Mobile won a number of awards. Among them, Honor Magic3 Pro won the "5G Mobile Phone Comprehensive Evaluation" 4000 yuan and above price segment champion, Honor 50 Pro won the "5G Mobile Phone Comprehensive Evaluation" 2500 yuan to 4000 yuan price segment champion, the performance is quite eye-catching. The newly released folding screen flagship Glory Magic V has achieved a revolutionary breakthrough in form, performance and interaction, truly making the folding screen mobile phone "one in place", and the market response after the first sale is hot, and it is also difficult to find a machine.
With high-quality products, it is natural not to worry about how to get consumer recognition. Some time ago, the well-known market research agency IDC announced the shipments of the domestic mobile phone market in the third quarter of 2021, the overall shipment volume of the domestic mobile phone market reached 80.8 million units, of which Glory successfully entered the top three with 14.2 million units, and the market share also rose from 9% in the second quarter to 18% in the third quarter, returning to the first echelon, which is the fastest growing brand in the whole quarter, not only that, Honor 60 series, Honor X30, Many products such as Honor Play 30Plus have become the king of market stalls.
According to the market observation in the past year, it is not difficult for us to find that the route taken by Honor is indeed different from other mobile phone manufacturers. In today's fiercely competitive and highly saturated mobile phone market, it is difficult to impress consumers with simple cost performance, and only with excellent quality, advanced technology and reasonable pricing can it meet the current market demand. Without excellent product quality, the so-called head enterprise is no different from a castle in the air.
Second, people-oriented innovation concept
Known as one of the ten "masters of innovation" of the twentieth century, Richard M. N. Foster wrote in his best-selling book Innovation: The Attacker's Advantage that innovation is essentially a fierce battle between attackers and defenders, and that even the most successful companies need to launch an "innovation" attack on themselves in order to keep their businesses evergreen. In other words, innovation is the basis for a company's vitality.
Interestingly, this concept actually coincides with the views of Honor CEO Zhao Ming. Readers who have a little understanding of the mobile phone industry should know that the Chinese smartphone market has long been the most competitive market in the world. In order to break this pattern, Honor has always followed the "two-wheel drive" product development concept, hoping to break the situation with technological innovation and actively promote the emergence of change.
In the products launched by Glory last year, it is not difficult to see that the innovation gene has been deeply integrated into the blood of Glory, such as a series of black technologies such as fusion computing photography technology, GPU Turbo, Link Turbo, water drop hinge, etc., so that Glory can create differentiated unique products, in today's serious homogenization of the smartphone market, it is nothing less than a refreshing fresh air.
Not only that, as the sponsor of China Ice and Snow Technology, as well as the smartphone and terminal sponsor of China's short track speed skating national team, honor technology support equipment has been delivered to the Winter Sports Management Center of the General Administration of Sport of the People's Republic of China in batches. A few days ago, Honor sent the latest batch of scientific and technological support equipment and Glory New Year gift boxes. Including folding screen flagship Honor Magic V, Honor Magic3 Pro, Honor Watch GS 3, Honor Headphone Earbuds 2 SE and other products, providing scientific and technological support for athlete training. At present, Wu Dajing, Ren Ziwei, Qu Chunyu, Fan Kexin and other athletes of the Chinese short track speed skating national team, as well as the members of the cross-country skiing national team, have worn the honor watch GS 3 for more scientific and safe monitoring and training. For example, with the help of the Honor Watch GS 3, the physical fitness instructor can understand the heart rate and blood oxygen changes of Chinese ice and snow athletes in real time, so as to provide more scientific guidance. With the help of technological innovation, Honor Technology has successfully empowered sports, making sports competition technology higher, faster and stronger.
Personally, I believe that Honor can be recognized by the national team to provide smart phone and smart wearable device support for the Chinese ice and snow and short track speed skating national team, which is the recognition of the brand influence and product quality of Glory, and also a great trust in glory's scientific and technological innovation ability. As long as Glory continues to innovate and bring better products to athletes and consumers, it will naturally be selected and recognized by the public and the market.
Third, consistent service attitude
Finally, the reason why new glory can rise rapidly, in addition to the continuous leadership in technology and products that we are familiar with, another factor that is not well known to everyone is honor's service. The glory of maintaining a keen insight into consumer trends has always maintained a consistent service attitude towards consumers, and actively uses its own accumulation to meet service demands. In other words, excellent service quality is an important factor that distinguishes Honor from other manufacturers.
Recently, Glory officially announced that the Glory Mall will not close during the Spring Festival, not only can normal delivery and delivery during the New Year period, normal return and exchange, and from now until February 8, as long as you go to the Glory Mall App, you can participate in a series of online welfare activities such as the New Year Red Envelope Rain Pumping Glory Mobile Phone, grabbing 888 yuan coupons at 10 o'clock every day, and giving away the New Year Blessing Bag with a limited number of purchases.
Not only that, in order to make users feel meticulous care, Honor announced that more than 600 Honor authorized service center stores across the country will continue to operate during the Spring Festival. In addition, there are Honor consumer service hotline, Glory online customer service 7 * 24 hours all-weather manual service at any time to solve problems for consumers, at any time to help users solve any problems of Glory equipment, maximize their rights and interests, improve the use experience. In addition to these two ways, consumers can also choose the "no closing" repair service, the national repair center two-way free logistics fees, stay at home can enjoy convenient maintenance.
This is not the end, during the Spring Festival, go to the Glory Authorized Service Center, film, maintenance product services can be given a random Spring Festival gift; in addition, from February 4 to February 6, holding the Glory mobile phone to the glory authorized service center store, you can also enjoy the annual free cleaning and maintenance service, as a glory user is still very happy.
In addition to the "Spring Festival does not close", Glory has never stopped multi-frequency communication with consumers. Through the ice and snow re-dressing of 20,000 stores nationwide at the beginning of the year, as well as the Glory New Year Image Museum created across the country, Glory provides consumers with ice and snow fun interaction and experience services, while also allowing more consumers to taste the benefits brought by scientific and technological innovation, feel the charm of ice and snow sports, and fully promote the popularization and development of ice and snow sports.
I have to say that Honor really understands the way of user experience. What do users care about most? In addition to the product experience, intimate service is their most concerned object. Many times, they want a high-efficiency, high-quality service feeling. From the perspective of consumers, Honor establishes emotional resonance with consumers with higher quality and more intimate service. It is precisely with excellent quality and service that Glory can successfully achieve rapid growth while meeting the diverse demands of consumers.
If there is one word to describe this year's glory, it should be "riding the wind and waves". Looking back at the past year, from the decline of development at the beginning of the year, to the strong return in the middle of the year, and then to the surprises at the end of the year, with technological innovation, excellent quality and service, Glory has interpreted a magnificent heroic epic in the mobile phone market. On the first day of 2022, Honor's omni-channel sales hit a record high in a single day, welcoming the opening. Not only that, from the middle of January, the folding screen flagship Glory Magic V achieved "one machine is difficult to find" results as soon as it was released, the glory after independence is moving forward along the road of the plan, the flagship product insists on creating the best products under the Chinese Internet ecology to compete with Apple, and has the strength to compete with Apple in the high-end market.
Going back to the original question, why was Honor able to achieve rapid growth in such a competitive market? The answer is quality, innovation and service, these three major support points are an important basis for the rapid rise of honor mobile phones. Among them, quality, innovation is hard power, Glory every year nearly 100 billion costs invested in research and development, production, so that it can be in the technical threshold of higher and higher mobile phone field thick accumulation, and constantly bring surprises to users; service is soft power, high-quality intentional service, is making the glory of the brand really into the heart of the user, trustworthy.
A heart-to-heart brand with temperature is refined in this way.