It's the season for the release of mobile phone sales data reports. According to the latest Counterpoint report, in 2021, the shipment market share of Honor mobile phones in China reached 17%, ranking first in the Android camp, and the industry-wide ranking rose to second for the first time, second only to Apple's 21%. Compared with the 5.1% market share at the beginning of independence, Glory has doubled its growth in only 1 year, drawing a sharp V-shaped reversal curve, and leading the industry in both upward kinetic energy and potential energy.
Source: Counterpoint Market Monitor
(Note: Shipment data; Xiaomi contains Redmi; OPPO does not include OnePlus; vivo contains iQOO)
In addition, the report shows that in 2022, driven by the Honor 60 series and honor Magic V, the growth of honor has accelerated, and shipments in the last two weeks of January have increased by 32% compared with the previous two weeks, and the weekly sales share has hit a record high. In addition, recent media reports, according to the statistics of another market research agency, W5 in 2022 (1.31-2.6 Spring Festival Week), in the domestic smartphone market, glory share accounted for 17.7%, ranking first. Xiaomi's sales share accounted for the second largest, at 17.1%. OPPO is third, with a sales share of 16.7%. Apple ranked fifth with a 15% share of sales.
Counterpoint analysts believe that the continuous high-end explosions have promoted the strong return of Honor, and with the slowdown in sales growth of the iPhone 13 series, Honor has been in a head-on confrontation with Apple in the high-end market.
The mid-to-high-end market has broken through in an all-round way
After Huawei sold the mid-to-high-end market share, all Android mobile phone brands have actively laid out the mid-to-high-end and hope to get a piece of the pie. In this mid-to-high-end battle, Glory has clearly become the biggest winner.
Judging from Honor's market share curve, the time point of explosive growth is after June 2021, thanks to the release of Honor 50 series mobile phones.
This high-end product of the aesthetic design benchmark product, the glory R & D team in the way of extreme march, to achieve the first time equipped with Qualcomm Snapdragon 778G, only 1 minute after the start of sale won the whole platform 500 million sales. Counterpoint analysts said: "In the $200-599 price segment, the Honor 50 is the best-selling model. Not only in the Q3 quarter (2021), the Honor 50 series maintained the highest sales volume for five consecutive months after its launch. ”
In August, the Honor Magic3 series equipped with Qualcomm Snapdragon 888 Plus processors was released, which completely detonated Honor's mid-to-high-end sales. According to the data revealed by Counterpoint analysts, in the same period of the launch of a number of high-end flagship Android mobile phones, the Honor Magic3 series performed brightly. "In the $600-800 price segment, the Q3 Honor Magic3 (sales) only lagged behind the iPhone 12, contributing 7% of sales. Even some products that are already ahead of Apple. ”
In December, the Honor 60 series took over the Honor 50 series, so that Honor continued to dominate the 2000-4000 yuan price segment; then, honor Magic V was released, further enriching the glory high-end flagship product line, and honor entered the price segment of the iPhone 13 to carry out close-to-hand combat.
In 6 months, 4 high-end products were released, and the models were hot, making Honor the biggest winner in the mid-to-high-end Android market. This also allows us to witness Honor's strong R&D strength and supply chain support capabilities.
The key to glory
In the high-end market, every Android mobile phone brand has almost done everything in its power, with the strongest hardware, please tall spokesperson, do stylish marketing, why regroup only 1 year of glory has achieved the final success?
Compared with friends, the special feature of Honor is that it has a consistent high-tech image on the brand. After independence, Glory has high-quality R&D assets, including 4 global R&D centers, more than 100 innovation laboratories, and mastered the industry's most advanced technology, architecture design, communication and connectivity technologies. At present, among the total of more than 10,000 employees, R&D personnel account for more than 55%.
On the other hand, through the ultimate productism of two-wheel drive and the underlying optimization ability of the system level, Honor has jumped out of the homogeneous competition of Android mobile phones to meet the needs of users with more differentiated and innovative products.
Like Apple and Huawei, Honor does not rely on "stacking" to create high-end products, but through real underlying technological innovation, it realizes the integration of soft and hard to create a differentiated user experience.
Taking Magic3 as an example, Honor has achieved a perfect balance in terms of higher frame rate, better temperature control and lower power consumption in just 8 months with its outstanding underlying optimization capabilities, becoming the best-tuned Snapdragon 888 flagship phone, which can be called "How to Train Your Dragon".
In addition, Honor also has GPU Turbo X, Link Turbo X and other "black technology" to ensure game and video experience; through the multi-main camera fusion computing photography technology, the image experience of the Honor Magic3 series has been greatly upgraded, which can compete with Apple's iPhone13; the newly launched Magic UI 6.0 system as a highly optimized AI all-scenario intelligent operating system, to achieve cross-scene, cross-device, cross-system, cross-ecological intelligent interaction. Achieved a sound software and hardware system ecology. The first folding screen product, Honor Magic V, is unique, taking into account both form innovation and ecological experience upgrade, which is expected to promote the folding screen into the era of the main machine.
Obviously, the "two-wheel drive" concept of one wheel keeping up with user needs and the other wheel using technological innovation to meet the needs is the magic weapon for Glory to win in the high-end market. In his 2022 New Year's address, Honor CEO Zhao Ming stressed the importance of technological innovation, saying: "The mobile phone market has never been a game to the top, but a never-ending scientific and technological attack. At the same time, Zhao Ming also set the goal of Honor in 2022: to create experiences and products that are comparable to and surpass iOS.
This strong technical gene has created a unique high-end image of Glory, which is easier than doing high-end brands from scratch. And Honor's brand marketing is more stylish and warm. For example, in this global ice and snow sports, as a sponsor of China's ice and snow technology, as well as a smart phone and terminal sponsor of the Chinese short track speed skating national team, Honor's excellent product strength has been highly recognized, which will help further strengthen the high-end image.
In addition, at the beginning of the Glory New Year, 20,000 stores across the country were fully renovated with new "ice and snow" new outfits, and the Glory New Year Image Museum was launched in many cities across the country, as well as a series of activities such as the Spring Festival without closing. The strong combination of punches made the first day of the Glory New Year a good start, a number of products became the king of the stalls, and omni-channel sales frequently hit a record high.
epilogue
The strong growth of Honor fully proves the value of brand and technological innovation, so that the high-end dispute in the mobile phone market finally returns to the essence of business operation and product innovation. According to Counterpoint analysts, the competition in the mid-to-high-end mobile phone market will be more intense in 2022, and the inflection point is expected to arrive in 2023.
It has laid the glory of laying a solid foundation for the mid-to-high-end market in 2021, and will increase the layout in 2022 and continue to soar. In addition to Magic V, Honor's new generation of high-end flagship Magic4 will also be released at the MWC World Mobile Communications Conference in Barcelona, Spain at 8:00 p.m. Beijing time on February 28, as the flagship product series of Honor impacting the global high-end market, Honor Magic4 series will continue to broaden the new boundaries of the smart phone era terminals, bringing more ultimate wisdom experience to global users. With the advent of this product, Honor's dominant position in the mid-to-high-end market is expected to be further strengthened.
Whether Honor can successfully break the high-end in 2022 and take Apple off the horse, we wait and see.
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