In the spring and autumn period, the years do not live, and it is the end of the year. Looking back, the ICT industry has taken a solid step through 2021.
At the end of the year and the beginning of the year, communications world all-media special inventory column, combing the development profile of key technologies, operators and head enterprises in the ICT industry this year, analyzing innovative applications, interpreting 5G landing application cases, and focusing on elites who have a profound impact on the development of the industry...
Warm old and welcome the new, come to the plate!
If you say which mobile phone manufacturer will fight the most in 2021, it is estimated that the glory will stand out, and no one else will fight.
The well-known reason is that despite being born into a famous family, he has been hindered halfway, and in the past two years, glory has been extremely difficult. In November 2020, for the future of Honor and more partners, Huawei spun off Honor and sold it. Since then, Glory has embarked on a new journey, starting from scratch and going it alone.
So what kind of answer did Glory hand over a year later?
Transcript for 2021
The clock pulls back to early 2021. On January 22, the first press conference was held in the post-independence glory. This conference is not so much the glory of the release of new products, but rather the release of a new life declaration. At this conference, Zhao Ming announced the positioning of the new glory: to become a global iconic technology brand, the product strategy is "1+8+N", and the glory slogan has also changed from the previous "brave to be yourself" to "do the best".
But at this time, the glory is uncertain and challenging: the market share has fallen from 16.7% to 3%. Zhao Ming also said bluntly at the press conference that this is the "darkest moment" of glory. Although Zhao Ming is full of confidence that New Glory will set a benchmark in innovation, quality and service, and lead the new era of competition, everyone knows that in the fiercely competitive "Red Sea" market of mobile phones, it is easy to "fall" and turn over.
Therefore, there is only one way left for glory: to live to the death, to fight!
This year, Honor held 14 conferences and released 22 new mobile phone products including Honor V40 series, 60 series, Magic3 series, all-scene series, X30, Play series and so on.
66 days after independence, Honor resumed cooperation with major partners in the global supply chain; 134 days, Honor's integration was fully completed, opening a comprehensive sprint of new strategies; 185 days, Honor announced the world's first Qualcomm Snapdragon 778G5G mobile platform; 211 days, Honor 50 series was released, re-injecting living water into dry channels.
At present, Honor has completed the signing of supply agreements with AMD, Intel, Magnesium, Samsung, Microsoft and other suppliers, and the supply chain has resumed cooperation 100%.
After the second quarter of 2021, Honor partners began to start the construction of Honor experience stores in large quantities, and Honor has also resumed market operations in more than 50 overseas countries and regions. At the beginning of the new year, Honor, together with the Winter Sports Management Center of the General Administration of Sports, officially became the sponsor of China Ice and Snow Technology, as well as the smartphone and terminal sponsor of the Chinese short track speed skating national team. Taking this opportunity, Glory's 20,000 stores across the country have fully renovated the "ice and snow" new outfit, meeting consumers with a new identity for the first time.
In this way, at the end of July 2021, Honor's one-week market share rebounded to 14.6%. According to the mobile phone market report released by Counterpoint Research, a third-party research institute on January 26, 2022, Honor's current market share in China has reached 10%, entering the top five in the domestic mobile phone market.
A year ago, many people thought that glory could not turn over, but a year later, glory broke through one impossibility after another and created a miracle.
Everything is new.
Why glory returns
It can be said that 2021 is the year of the return of glory.
At the glory anniversary celebration on December 16 last year, Zhao Ming expressed his gratitude to the industry partners in the keynote speech of "With Friends and The Future", he said: "2021 is a year of entrepreneurship for Glory, but also a year of gratitude, in this year, the support of many friends, so that Glory can smile and face everything. ”
Zhao Ming said that behind this series of achievements are the same as the glory of the original intention, the glory does not abandon the user friends; is the glory hand in hand with the two-way partner; is those who choose to believe in glory, on the way back to watch over each other's circle friends; is to start again, with a calm and firm attitude on the right and difficult road of all the glory employees, they let the glory in the darkest moment before the dawn not alone and wandering, with firmness and confidence out of a returning smile curve.
In the final analysis, glory successfully returns, reshaping the glory of the past, behind this return of the "smile curve", is the result of glory's own struggle and partners to help each other.
First of all, the strategic goal is clear, the brand concept is clear, and it has been consistently adhered to. At the press conference in early 2021, Zhao Ming clearly elaborated on the glory brand and market strategy after independence. New Glory takes becoming a global iconic technology brand as its positioning, takes the vision of creating a smart new world that belongs to everyone, maintains the "1+8+N" product strategy, adheres to the strategy of innovation, quality and service, and leads the new era of competition. Honor's new brand concept takes "innovation", "high-level", "freedom" and "trustworthiness" as the keywords, adheres to the underlying innovation, explores a new angle, and pays attention to humanities and society with an international universal aesthetic. In the past year, Honor has resolutely implemented this strategic goal and brand concept, and strived to create a full range of smart phones, including high-end products, and intelligent ecological products, bringing products and services with stunning design, excellent performance and extraordinary experience to consumers around the world, and is committed to becoming a global iconic technology brand.
The second is strength. Although it has left Huawei, honor is not weak in terms of product research and development strength, supply chain control, and channel construction, and in time, it will quickly recover.
● In terms of product research and development, Honor has five major R&D bases, more than 100 innovation laboratories, and the R&D team fully has the R&D capabilities of a full range of mobile phones and intelligent ecological products. In 2021, Honor launched 22 new products such as V40 series, 60 series, Magic3 series, all-scene series, X30, and Play series, which is the highlight of this strength. In addition, in terms of future-oriented technical reserves and capabilities, Honor is also fully prepared to provide innovative ammunition for products that provide higher price segment coverage and new technology iteration updates, such as touch-to-pass technology, super fast charging technology, GPUTurbo, Link Turbo, EROFS super file system, etc.
●In terms of quality control management, Honor also has world-class quality control capabilities, 400+ stringent testing standards, 20+ global certification standards, escorting high-quality products, honor quality, and withstanding thousands of hammers.
●In terms of market services, Glory with its global, full-chain, stable and reliable upstream and downstream system, to ensure the comprehensive coverage of production to sales and global service competitiveness, in 82 countries and regions around the world, with 3000+ service centers, 43 call centers, continue to provide fast and efficient service solutions, for the sale and sale of Glory products to provide safety upgrades and after-sales service.
● In terms of channel construction, after Glory officially declared independence to the public at the end of January 2020, the entire glory system was also adjusted. In 2021, with the support of partners, Honor quickly realized the construction of various channels, including experience stores, that is, in the out-of-stock stage, Honor's partners still built more than 2,500 experience stores and special areas. During May Day last year, Glory also launched the "Thousand Stores Open Together" activity, and 1,000 new stores were opened offline at the same time nationwide. It is the full help of channel partners that Glory has quickly formed a strong market combat force. When the Honor 50 was released in June last year, in the first three days of listing, it set a sales record of 3,000 yuan to 4,000 yuan, surpassing the first sales period of all brands in the past. Throughout July, at the price of 2,000 yuan-4,000 yuan, the Honor 50 series ranked first.
●In addition, in the reserve of human resources such as research and development, Glory is increasing the talent reserve strength in the industry. Honor currently has more than 8,000 employees, of which R & D personnel account for more than 50%. Zhao Ming said that after independence, glory should build core capabilities for the global market and all levels of the market, and will be consolidated step by step.
Finally, there is the persistence and hard work of glory. In the winter of 2020, Glory once again stood on the road of entrepreneurs and began the journey of independent growth.
Starting an independent business means that no one will hold an umbrella for you anymore, and there will be no more big trees to cool off. Taking new product development as an example, in order to stand on the same running line as industry competitors, in the case of Honor 50 research and development, in the case of chip information 45 days later than the industry, from the first day of getting the chip, the glory research and development team has no holidays, Chinese New Year's Eve, the first year they are still struggling in the research and development of the post, all holidays are used, every day to late at night the R & D team office lights are always the last to go out. Ultimate Honor predates the industry by at least 1 month and develops the Honor 50 series.
This spirit of spelling is the key to glory finally being able to stand in the ranks of mainstream mobile phone manufacturers, Zhao Ming once sighed, "I have not seen our R & D team fight like this for more than ten years or even fifteen years, this is to put it to death and be reborn, the company's culture and values have been highly unified here, which also gives us the courage to face the future, I think there is such a future we can face any difficulties." ”
Glory's rapid rise in the darkest hours is the result of strength, confidence, trust, and hard work. After entering 2022, Glory no longer struggles to survive, but instead sets its sights on a more ambitious goal. At the most difficult moment last year, Zhao Ming firmly stated that the future development of glory is to go to the high-end market and the world. Now that we have regained our glory, the goal will be to be the first in China and the top three in the world.
On January 10, 2022, Honor released a new generation of 5G high-end folding screen flagship Honor Magic V, which is the beginning of Honor and a major work in its high-end market. Compared with the conference a year ago, as honor's first folding screen mobile phone, the release of MagicV indicates that honor has begun a truly high-end new journey.
Success goes to the strivers! Come on, glory.
End
Author: Liu Qicheng
Editor-in-Charge/Layout: Fan Fan
Review: Shen Qing
Producer: Liu Qicheng
I knew you were "watching"