2021 is a special year for Glory. Separated from Huawei's independent development, shipments have gradually broken through from low to high, a large number of new products have been listed, and the market feedback is good.
Next, let's take a look back at the glorious year of 2021.
1. The path of independent development
In November 2020, a number of enterprises issued a joint statement in the Shenzhen Special Economic Zone News.
The statement mentioned that Shenzhen Zhixin New Information Technology Co., Ltd., as the acquirer, completed the comprehensive acquisition of the business assets related to the Glory brand.
Since then, Honor has left Huawei and begun to develop independently.
For the development direction of Glory, Zhao Ming, CEO of Glory Terminal Co., Ltd., said in a related interview, "For Mr. Ren or Huawei, the best way to respect is actually to develop better for Glory itself." ”
For its product planning, Zhao Ming said, "We will create our high-end flagship series Magic, and we will position and build Magic as the industry's top flagship product." "Beyond the original system, to reach and surpass the level and ability of Mate and P."
In the past year, New Glory has got rid of the restrictions on production and supply, more freely carried out product research and development, and began to impact the higher positioning market on the basis of the previous achievements.
2. Honor 50 released
In June 2021, Honor officially released the honor 50 series of new products, equipped with a 75-degree ultra-curved screen, the fuselage adopts a unique dual-mirror design, the world's first Qualcomm Snapdragon 778G chip, the first launch price of 2699 yuan.
For Honor in 2021, the release of the Honor 50 series has a different meaning than other new products.
According to the official information released by Honor, 2021 is the first year of Glory's new journey.
Fully resumed supply manufacturing in January and the Honor 50 series was released in June. As of October, the Honor 50 series has been sold in 40+ countries around the world.
According to the data of Honor Display, Glory's market share once dropped to a minimum of 3%, but with the release of the Honor 50 series in June 2021, its sales exceeded 500 million in 1 minute, and Glory's market share also rose to 9.5%. After that, Honor also began a sustained and substantial increase in market share.
Counterpoint Research's analysis also mentioned that "the Honor 50 series has achieved rapid success in the mid-market. ”
3. Sales climb
With the large number of Listings of Honor's products, Honor's sales performance has gradually increased.
In the domestic smartphone market shipment ranking released by Canalys in the first quarter of 2021, Honor failed to enter the top five list, but it ranked sixth after Apple.
In the 2021 Q2 domestic smartphone market shipment ranking released by IDC, Honor ranked among the top five, shipping 6.9 million units, occupying 8.9% of the market share, which is also the first time that Honor has entered the top five in the domestic market after independence.
During the "618" period in 2021, honor Play5T vitality version won the Jingdong crazy 2-hour Android mobile phone single product sales champion; glory smart screen series 1 hour all-platform sales exceeded 10,000; honor notebook series 1 hour all-platform sales exceeded 10,000; honor smart wear series 1 hour 05 minutes all-platform sales exceeded 10,000.
In the July 2021 Counterpoint domestic smartphone market research report, Honor ranked fourth, with a market share of 13%.
Counterpoint's August 2021 domestic smartphone market report shows that Honor surpassed Xiaomi to become the third largest smartphone brand in the domestic market. Honor's sales in the domestic market increased by 18% year-on-year, becoming one of the fastest growing brands.
Throughout the third quarter of 2021, Honor rose to third place, with a market share of 15%.
Counterpoint's analysis report mentioned that "Honor was the fastest-growing brand in the third quarter of 2021, with sales growth of up to 96% sequentially, outperforming market growth." ”
In the fourth quarter of 2021, Honor shipped 14.2 million units in the domestic market, accounting for 17% of the market share, ranking second in the list. Although Glory ranks second overall, it has occupied the first place among domestic brands.
In terms of the whole year of 2021, Honor also ranked among the top five in the domestic market shipments.
4. Continue to target overseas markets
While achieving good sales feedback in the domestic market, Glory's promotion of overseas market development has not stopped.
Honor HONOR official account has released a message confirming that HONOR Honor has successfully confirmed cooperation with a number of supplier partners in the early stages. The Honor 50 series will be equipped with Google Mobile Services (GMS) to provide customers with a more comprehensive application environment and extraordinary mobile experience.
As of October 2021, the Honor 50 series has been sold in 40+ countries around the world. It can be seen that after getting rid of the restrictions, Glory is continuing to exert efforts on overseas markets. Under such a momentum, the subsequent development of Glory is also of concern.
5. A large number of new products are released and folding screens are explored
In January 2021, the long-exposed Honor V40 was officially released. Breaking the cookie-cutter minimalist design style in the industry in the past, the order reconstruction of various elements such as geometry, materials, and optical paths is realized to form a new aesthetic order.
According to the first sales report released by Honor Mobile, the Honor V40 went on sale at 12:00 on January 22, 2021, and the four major online platforms were sold out in only 3 minutes and 46 seconds.
In May 2021, honor Play5 was officially released. Ultra-thin straight-edge design and frosted frame, equipped with Tianji 800U processor, the initial price of 2099 yuan.
In August 2021, the flagship new product of the Honor Magic3 series was released. With symmetrical aesthetics as the design concept, it adopts a circular centered rear camera module, equipped with the Flagship Platform of Snapdragon 888 Plus, which is sold from 4599 yuan.
In September 2021, Honor brought the Glory Wisdom Life New Product Launch. Honor MagicBook V 14, Honor Smart Screen X2, Honor Tablet V7, Honor MagicBook 16 Series and other new products have been unveiled.
In December 2021, the Honor 60 series was released. Bringing a more perfect streamer quad screen, but also using a double circle double ring design, the world's first Qualcomm Snapdragon 778G Plus 5G mobile platform, starting from 2699 yuan.
In addition, Honor has also explored the field of folding screen devices and launched a new Honor Magic V flagship.
Judging from the performance of Honor in the whole year of 2021, sales have gradually increased significantly, the market share has continued to expand, and a large number of new products have been released and listed, making Glory achieve quite good market feedback. The new exploration also makes its subsequent development more attractive to the outside world.