Authoritative, in-depth and practical financial information is here
"The demand for folding screens has been very strong since they were listed, and we are now online in full pre-sale, but each time the goods released are exhausted in seconds, and the receipt of goods has to wait for 21 days to a month." On the evening of March 17, after the glory new product launch, glory CEO Zhao Ming told the Shanghai Securities Daily reporter.
Zhao Ming was interviewed after the press conference. Courtesy of respondents
On the evening of March 17, Honor released the Magic4 series of high-end mobile phones for domestic consumers, of which the Glory Magic4 to the best version was priced at 7999 yuan, and the price was head-on to face the Apple iPhone 13 Pro, which was also a straight board.
Zhao Ming, CEO of Honor, said that he hopes that consumers will see Honor leading the development of the smartphone industry in 2022. On the path to compete for the high-end market, Honor will adopt a dual flagship strategy, the Magic series focuses on the direct screen all-round flagship, and the Magic V focuses on the folding flagship.
Zhao Ming shouted the slogan of "anti-internal volume" at the press conference. He pointed out that the core of the high-end breakthrough is not in the hardware stacking, but in the breakthrough of product experience. On the new machine of Honor, Honor and BOE have achieved a technological breakthrough in the screen, and have reached cooperation with the United States, the new car-making force Ideal Car, Microsoft, etc., with a market value of more than 400 billion yuan, to achieve interconnection.
Folding screen supply has improved but is still tight
OPPO Find N, Huawei P50 Pocket, Honor Magic V... Before the Spring Festival, OPPO, Huawei, and Glory collectively released folding screen mobile phones, which have been continuously welcomed by consumers since they were on the shelves, and some models are difficult to find.
Honor Magic V folding screen mobile phone reporter Shi Na photo
"Honor Magic V is the best consumer experience in the folding screen mobile phone, so it is also the most serious queue, the current queue is still up to a month long, we have to say sorry about this." Zhao Ming said.
He pointed out that the supply is so tight because the supply chain is facing more "black swan" events this year, resulting in special periods in some factories. Of course, this is just some interference, more is the glory Magic V is to do a lot of technological breakthroughs and innovations, in the challenge of the industry's thinnest folding screen mobile phone at the same time, but also to the production, manufacturing team a lot of pressure.
"Although we are already working overtime to produce, and the supply has increased recently, it is expected that it will be tight for a while." Zhao Ming said.
Zhao Ming is very optimistic about the folding screen market, and he predicted at the Mobile World Congress last month that in 2022, the folding screen market can grow 10 times. This will be a new area of growth. Honor will continue to increase investment for the future.
Face off against the Apple iPhone
The Honor Magic V, priced at 9,999 yuan to 10,999 yuan, is just one of the "storm boats" that Honor has hit the high-end market.
On the evening of March 17, Honor launched the Honor Magic4 Edition priced at 7999 yuan, facing the Apple iPhone 13 Pro, which is also a straight board machine.
Honor Magic4 to the best edition price of 7999 yuan courtesy of the interviewee
Zhao Ming said that in the past few years, Huawei and Apple have led the development of the smartphone industry, and hope that in 2022 consumers can see the glory leading the industry.
On the path to compete for the high-end market, Honor will adopt a dual flagship strategy, the Magic series focuses on the direct screen all-round flagship, and the Magic V focuses on the folding flagship.
At the press conference, Zhao Ming repeatedly compared the Honor Magic4 Pro with the Apple iPhone 13Pro. Zhao Ming said that the Magic4 Pro's main camera, wide angle and telephoto shooting effect far exceeded that of the iPhone 13Pro. Under the accumulation of technology of Honor chip tuning over the years, Honor Magic4 Pro is better than the iPhone13 Pro in both game scenes and mixed scenes.
Zhao Ming pointed out that in recent years, the mobile phone industry, especially on high-end flagship machines, hardware "inner volume" competition has intensified, especially in the performance and imaging dimensions, and the intensification of hardware stacking to some extent reflects that domestic manufacturers have not come up with new ideas that truly effectively improve the product experience.
"In fact, the core of the high-end breakthrough lies in how to find a differentiated route and seek a breakthrough in product experience." Zhao Ming said that on the Honor Magic 4, Honor will take the AI intelligence capability as the breakthrough point of the product experience.
"AI capabilities plus image systems to break the ceiling of the shooting experience, AI capabilities plus operating systems to achieve active service experience innovation, AI capabilities plus privacy protection to create a systematic security experience, AI capabilities to support the performance tuning to achieve a better experience of the same chip." The four major intelligent experience innovations have made the Honor Magic4 series open another product power track in the mobile phone industry in addition to the operating system and hardware configuration. Zhao Ming said.
He used the Qualcomm Snapdragon 8 mobile chip platform equipped with the Magic4 series as an example: Under the blessing of honor 3 Turbo technology, the Magic4 series has achieved a better experience of the same chip, solving the pain points of many flagship mobile phones with large heat and power consumption.
"Just like the Green Dragon Crescent Moon Knife, in Guan Yu's hands we say it is an artifact, but in the hands of people who are not strong in ability, in the hands of people who do not have enough strength and skill, it may be a pile of scrap iron." Zhao Ming said that AI intelligence capabilities have become the source of innovation for Glory.
Joint innovation with BOE, Midea and other industrial partners
Since the third quarter of last year, the glory after independence has risen strongly, becoming an important participant in the smart phone track and an important force affecting the direction of the mobile phone industry chain.
According to CINNO Research data, in January 2022, Honor ranked third in the domestic market with sales slightly lower than vivo, an increase of 242.9% year-on-year, an increase of 54.4% month-on-month, and the largest year-on-year increase in sales of the top five brands.
In the interview, Zhao Ming mentioned the industrial chain partners many times. In order to solve the problem of screen eye protection, the Honor Magic4 series is equipped with a new generation of LTPO super four-curved screen.
"LTPO's technology is a direction and trend for future development, but at the beginning everyone said that its dimming can only do 480HZ, which is an average of the industry. This time, we joined hands with BOE and other screen suppliers to jointly bring a breakthrough technology in the industry such as 1920Hz high-frequency PWM dimming + LTPO screen to the industry, breaking the original impossible. Originally, only Huawei and Apple have the spirit of innovation and breakthrough to solve industry problems, and the future glory must continue to lead and be able to break the ceiling of this innovation and experience. Zhao Ming said.
BOE is one of the most important screen suppliers of Honor, which previously said on the investor interactive platform that after the Honor Magic 3 series, Honor 60 series, and Honor Magic V folding products, it once again joined hands with Honor to create the industry's top flexible screen based on the high-end flexible display technology brand f-OLED for the Magic 4 series.
Zhao Ming said that in terms of ecology and industrial chain, Glory is also gradually expanding its circle of friends.
He pointed out that Honor's channel and retail systems in more than 40 countries around the world have been initially completed, and more than 200 operators and distributors have established cooperation. At the same time, Honor has fully resumed cooperation with GLOBAL suppliers such as AMD, Intel, Magnesium, Samsung, and Microsoft.
At the press conference, Honor also announced the launch of interconnection functions with partners such as Microsoft, Midea, and Ideal Automobile, which Zhao Ming said will further strengthen the product strength of the Honor Magic4 series and become an important part of the glory ecological construction.
However, Zhao Ming stressed that Glory will not build cars, "We will not enter the automotive field for a long time or in the next few years, we must focus on breaking the consumer pain points of smart phones one by one, and ending them one by one." ”
Editor: Quan Zeyuan Proofreader: Feng Wenjun
Photo Editor: Zhang Dawei Producer: Ji Yuliang
Editor-in-charge: Shao Ziyi Producer: Pu Hongyi
Issued: Pan Linqing