【Mobile China】On the evening of February 16, Honor officially announced that the Magic4 series will be released globally at the MWC Mobile World Congress on February 28, which is like a heavy hammer smashing into the market, causing many netizens to directly call "Magic4 is coming so soon?" At the same time, the authoritative research agency Counterpoint announced the 2021 Q4 China smart phone market research, honor shipment ranking rose to the second place for the first time after independence, the Android camp first, and maintained a strong momentum at the beginning of 2022, with a weekly sales share of 17% in January, a record high.
Remember that at the press conference of the Honor 50 series last year, CEO Zhao Ming released a set of data, as of the end of May, Honor's weekly sales share has returned from 3% of the lowest valley to 9.5%, and the darkness before the dawn of Glory has passed. At the Honor Magic3 series conference in August, Zhao Ming brought the latest data, as of the end of July, glory's domestic market weekly sales share has risen to 14.6%, and entered the top three brands in the country. From 3% to 9.5% to 17%, in the context of the overall decline in China's smartphone shipments, a headwind reversal miracle belonging to glory is being staged.
Counterpoint data shows that in the fourth quarter of 2021, Apple ranked first with a score of 21% and reached its highest market share ever, with a growth rate of 12%. After Honor's strong return, its market share rose to second place for the first time in the Chinese market in the fourth quarter, doubling from the same period last year and the fastest growing among several major manufacturers. In 2022, from the opening year of Magic V to the official announcement of Magic4, it can be seen that the pace of new products in the new year of glory is quite compact. This will not only become the driving force for their own new growth, but also bring great pressure to other manufacturers.
So what did Glory rely on to achieve a headwind reversal?
Two-wheel drive, solid mid-range market
Looking back at the glory of 2021, it is the glory 50 series that plays a key role in flipping the disk, although there is no help from the Kirin chip, but the glory of learning to walk on its own has indeed adjusted a Snapdragon 778G, and at the same time, the focus on Vlog has also been accurate to the pulse of consumers. After the listing of honor 50, Fang Fei, president of honor product line, also explained a new concept of "two-wheel drive ultimate productism" to consumers, honor on the one hand listening to the voice of users, on the other hand, it is increasing investment in scientific research and leading scientific and technological innovation. It turns out that this path is the right one.
At the time of the first sale of the Honor 50 series, the online full platform sold more than 500 million yuan in 1 minute, giving Honor a shot in the arm for its new product strategy. On the day of the sale, honor 50 won the double champion of mobile phone category sales and sales on the Tmall platform, and also won the double champion of single-day sales and sales of mobile phone products on the Jingdong platform. Of course, this is only an online achievement, for glory, he is no longer the Internet brand of the year, and now his offline share has been basically the same as online, so that the total sales are even more amazing. Soon, Zhao Ming posted a celebration, saying that the honor 50 first sales set new records both online and offline.
Yesterday's analysis of Counterpoint pointed out that the continuous explosion of high-end products has promoted the strong return of Honor, and the Honor 50 series has maintained the sales champion of the $200-599 price segment in the five months after listing, and the strength can be seen. In December of the same year, the honor digital series of the new honor 60 series was released, this time honor brought users the latest Snapdragon 778G Plus and air camera change, etc., continue to deepen the Vlog field.
Counterpoint data shows that Honor's sales in the last two weeks of January 2022 increased by 32% compared with the previous two weeks, and in the week of January 24-30, the sales market share reached 17%, a record high, of which the Honor 60 series and honor Magic V played a key role in boosting.
With the launch of the Honor 60 series, a Vlog image moat belonging to Honor has taken shape, and in 2022, Honor's mission is to make the river "indestructible".
Extreme productism, impacting the high-end market
The high-end market has always been the dream place of major domestic manufacturers, but few can really reach it. In 2021, many manufacturers have also begun to impact the high-end planning, and launched corresponding products, but the market response is not large. In August, the arrival of the Honor Magic3 series announced that Glory began to attack the high-end market, and a high-end battle belonging to Glory was officially launched, only the latter products will kill a bloody road for glory's high-end.
On the occasion of the first sale, the Glory Magic3 series won the double champion of mobile phone single product sales/sales in the 4k-8k price segment of some e-commerce platforms, and the best version was directly sold out in seconds, becoming a fragrant feast snapped up by many people. When Zhao Ming visited the offline market, he revealed that since the launch of the sale, the entire Shanghai Glory Magic3 Pro and the Zhizhen Edition have basically sold out.
In Counterpoint's analysis, analysts noted that in the Android camp, the Honor Magic3's sales performance is in the lead. The high visual recognition, flagship hardware configuration such as snapdragon 888 and Honor's excellent software and hardware integration capabilities enhance the user experience.
User evaluation dimension, the glory Magic3 series in the glory mall praise rate remained at 98%, in the Jingdong mall to maintain 95%, Tmall platform praise rate is 4.8 points, listing for half a year to achieve this result is really good. And what will be the highlights of the Magic4 series that is ready to take over the baton now? This is very exciting. Judging from the release rhythm, the Magic4 series has more time to prepare, and it will not be as rushed as the Magic3 series, and there should be unexpected performances.
In January this year, Honor also brought its first folding screen mobile phone - Magic V, based on the concept of extreme productism, Magic V has become the thinnest inner folding screen mobile phone in the industry, and it is also the only folding screen product equipped with a new generation of Snapdragon 8. At the time of the first sale, the Honor Magic V was snatched up in just a few seconds, confirming the market's recognition of this product. Now nearly a month has passed, it is still in the secondary market in the state of markup, as a folding screen product priced at about 10,000 yuan, it is not easy.
Write at the end
Since the start of construction in 2022, the major manufacturers are full of gunpowder, and the products equipped with the new generation of Snapdragon 8 mobile platform have ushered in a big explosion, in the case of the same platform, how to differentiate the products will be the next top priority. For ordinary consumers, the brand impact on the high-end market may be very nihilistic, but the experience is real. Accurate user needs, solid user experience, and dedication to polishing products are what major mobile phone brands should do in 2022. For glory, the new year will also turn more challenges into opportunities, and this time next year, we may see a new glory.