Text/Ball Review/Zi Yang Correction/Zhi Qiu
Affected by many factors, in 2020, Huawei was forced to separate Glory. At first, many people were not optimistic about the independent development of Glory, because after losing Huawei's blessing, Honor was not enough to deal with various problems in the market.
It is also true that the glory after independence chose to be silent for a long time, and the first honor 40 released was even more mediocre in the market, but this does not seem to have eroded the will of glory to continue to move forward.
Honor did not disappoint Huawei
Today, Honor has been independently developing for more than a year, during which time Honor has integrated the supply chain and launched a number of outstanding flagship products for the market.
As a sub-brand of Huawei, Honor's performance in the market has not disappointed Huawei, and its market share has also climbed all the way, especially in the Chinese smartphone market in the fourth quarter of 2021, Honor has shown strong strength.
According to a research report released by market research firm Counterpoint, in the fourth quarter of 2021, Honor successfully won 17% of the Chinese smartphone market, and sales rose by 100%, second only to Apple, ranking second in the Chinese mobile phone market.
You know, in the first quarter of 2021, Glory's market share in China has fallen to single digits and become the Others brand, but in the fourth quarter, Glory's market share growth has shown a "smile curve", and the share can be described as a straight line.
Not only that, at the beginning of 2022, Glory ushered in the opening, and during the golden holiday from January 31 to January 6, Glory successfully reached the first place in the Chinese market with a market share of 17.7%, surpassing a number of mainstream brands.
Seeing this, many readers may be very curious, without Huawei's protection, why does Honor perform so strongly in the Chinese smartphone market?
Behind the glory rush
In the author's opinion, Honor has been able to achieve such excellent results in the Chinese market, mainly due to two major reasons: One is the Chinese market environment.
After the Chinese smartphone market entered the "post-Huawei era", the entire market presented a new pattern, Xiaomi, OV, Apple are all trying to seize Huawei's vacated market share, and Honor, as a new brand independent of Huawei, is more likely to obtain the Huawei market, after all, in the short term, the Huawei halo set on the head of Glory is difficult to dissipate.
Second, Glory's own strong strength has formed a strong growth support. In the author's view, Honor's strong strength is mainly manifested in three aspects: innovation, quality and service.
First of all, in terms of innovation, after honor independence, it has always put innovation in the first place, and it has also inherited the advantages of Huawei. According to the author's understanding, in 2021, Honor and a number of partners to establish a research and development team, actively develop innovative technologies, and establish more than 100 innovation laboratories in China to establish a sound R & D layout.
Flagship mobile phones such as the Honor Magic3 series and the Honor Magic V folding screen have shown the outside world the strong technical reserve strength of Honor.
Second, quality control. Honor's mobile phone products have always put quality first, making the product life longer. In the smartphone hardware quality report released by China Mobile, Honor has a number of models on the list, such as honor magic3 to the best version, and it was rated as the best camera phone.
To put it bluntly, when Honor develops mobile phones, it follows the highest standards in the industry to ensure the user's experience, and at the same time, it also provides a guarantee for Honor to develop the market.
Finally, honorable service. For any mobile phone manufacturer, the service is more like another embodiment of the mobile phone brand image, if the service is not done well, the ultimate damage is still the mobile phone manufacturer itself.
In 2021, Honor continues to improve the service system and open many offline stores, especially during the Spring Festival, Honor has launched a non-closing service, even on holidays, Honor can also provide consumers with good service.
Not only that, in order to enhance the brand influence, Glory has also become a sponsor of Chinese sports projects for many times.
In general, Honor's ability to achieve such outstanding results is the result of its own efforts.
Can Honor become the second Huawei?
From the above point of view, Honor does show strong development potential, but the author believes that Honor still has a long way to go to become the second Huawei.
First of all, in terms of market layout, Huawei's products at its peak have been sold well in many overseas countries and regions, and its influence in the global mobile phone market is huge.
In contrast, Honor's layout in overseas markets is much weaker, and it is necessary to re-establish the brand image and let more overseas users recognize Honor's products.
Secondly, the competitiveness of Honor products is insufficient. In fact, compared with Huawei's flagship products in the past, the high-end flagship launched by Honor does not have unique highlights, which is also a problem faced by major domestic mobile phone manufacturers.
Therefore, for Glory, it is necessary to work hard in terms of product strength and establish its own product competitiveness as much as possible.
Write to the end
The author believes that Honor has the opportunity to become the second Huawei, but this will take a long process and at the same time, it will face many challenges.
We look forward to Honor having a better performance in the mobile phone market.