Where does the front bar apple glory come from?

Feixiang Network News (Gao Jingyu / Wen) In 2021, Glory achieved a bottoming rebound, the domestic market share increased from 7% to 17%, drawing a beautiful smile curve, and once again among the mobile phone head camp.

However, for Glory, to achieve high-quality development in the future, high-end market performance is crucial. Last year, Honor clarified that the Magic series focused on the high-end market, aiming at the market of more than 4,000 yuan, and the Honor Magic3 series, which is positioned as "all-round technology", quickly detonated the high-end market. On March 17, the all-round smart flagship Honor Magic4 series was officially released for the Chinese market, and it was comprehensively upgraded in the dimensions of design, screen, image, performance, system, security, etc., creating a new smart track for high-end flagships, and also means that Glory is advancing towards high-end, globalization and ecology.

Leverage the high-end market Honor solves the pain points of users with innovative technology

China's smartphone market is fiercely competitive, and the total market is also facing downward pressure. GFK data shows that the annual sales of mobile phones in 2021 will be 310 million units, and it is expected that the sales of mobile phones in 2022 will be about 300 million units, and it is difficult for shipments to recover to more than 400 million units before 2018.

The market peaked, the replacement cycle was extended, domestic head manufacturers began to seek new growth points, and the high-end mobile phone market has thus become a battlefield for manufacturers to compete for strength, but from the overall performance of domestic manufacturers in the past two years, the results have been minimal. Before 2020, Huawei can also share the same as Apple in the domestic high-end market, according to IDC data, the share of these two manufacturers in the high-end mobile phone market above $600 accounts for 88.1%. After being affected by the supply disruption storm, Huawei's shipments fell sharply, and the high-end market was hit hard. In the fourth quarter of 2021, Apple has become the number one domestic market share in China, with an annual growth rate of 32%. Therefore, Apple has become a hurdle that domestic mobile phone manufacturers must face on the high-end road.

"After the release of Apple 13, China's high-end mobile phone market has changed from two poles to one pole, and there is an urgent need for the rise of domestic high-end flagship machines." Zhao Ming, CEO of Honor, said that the Honor Magic4 series not only benchmarks Apple in terms of experience, performance, photography and many other aspects, but also hopes that through the Honor Magic4 series, more consumers will feel the determination and efforts of Honor to win the support of high-end users, in order to truly change the status quo of Apple in the high-end market.

In the process of attacking the high-end market, mobile phone manufacturers have their own evolution routes, but the core must have leading technological innovation. In Honor's view, technological innovation is not a simple stack of hardware configurations, but to fully consider the consumer's experience to solve the pain points in the daily use of consumers.

In the Honor Magic4 series, we can find a lot of technological innovations to solve the user's pain points. For example, on ltpo screens, Honor's algorithm team worked with BOE hardware vendors to enable the Magic4 series of LTPO screens to implement 1920HZ PWM high-frequency dimming technology. Previously, the industry average for the DIMMing frequency of LTPO screens was only 480HZ.

In terms of imaging, the best version continues to make breakthroughs on the basis of the original image power, honor Magic4 series of image modules in addition to the comprehensive innovation in hardware, HONOR Image Engine is also continuing to evolve, adding AI portrait engine and AI color engine, to solve consumers in complex environments such as night scenes, HDR scenes or in dim light, long-distance shooting scenes under the low quality of the film pain points. According to DXOMARK's latest data, the Honor Magic4 Edition ranked first with 146 points, ranking first in the world for high-end images for the first time.

"In terms of configuration, it is not a big deal to benchmark and surpass Apple, the logic of Honor's high-end products is to do the best experience." Zhao Ming said that hardware only determines the lower limit of the product, and our algorithms and capabilities determine the value and experience that consumers can get. Honor Magic4 image presents the industry's top camera ability, which can be said to be a leapfrog improvement.

At present, Honor has honor magic series and magic V in the price range of more than 4000 yuan, the Magic series focuses on the direct screen all-round flagship, and the Magic V focuses on the folding flagship. Zhao Ming said that Honor Magic will adopt the dual flagship strategy of all-round flagship and folding flagship, and will continue to deepen cultivation in the high-end market, with the goal of changing the situation that Apple is dominant in the high-end market.

The biggest challenge of the chip is the soc glory underlying tuning to release the chip potential

In recent years, in order to create differentiated products, mobile phone manufacturers in the core technology field of imaging, screen, fast charging, process and other core technology innovation, of which the innovation in imaging is particularly prominent, in order to bring users a differentiated image experience, many mobile phone manufacturers began to seek breakthroughs in the underlying ISP chip.

In Zhao Ming's view, making an ISP chip itself is not a particularly difficult thing, and the ISP chip jointly developed by Honor has not been used as a selling point to publicize. The real challenge of chips is SOC, which includes GPUs, CPUs, NPU, etc., and is the epitome of today's technology chip design. I came from an algorithm before, so I understand that the difficulty of innovation actually requires a lot of underlying technical support, here there are both communication capabilities and algorithm capabilities, and most of the current industry is actually not satisfactory. In the past year, the internal team has spent a lot of energy on the control adjustment between each memory of the SOC chip, decomposition, refinement, and scheduling, hoping to fundamentally solve the problem of experience.

Zhao Ming used the Green Dragon Crescent Moon Knife to make an image analogy, the chip is like the Green Dragon Crescent Knife, it needs to be like the "Guan Yunchang" as the strength of the famous general, if it is in the hands of people who are not strong in ability, such as Zhou Cang, Zhou Cang, who only has strength and no skills, then it can only be chopped and rampaged, which may be a pile of scrap iron.

At the hardware layer, the Honor Magic4 series maximizes hardware performance through AI intelligence capabilities, and intelligently adjusts and allocates resources in modules such as chips, memory and communications, maximizing the release of hardware performance while achieving better software and hardware collaboration capabilities.

Zhao Ming said that how to fully release the potential of SOC, to study from the underlying technology, it can be said that in the past year, the glory R & D team spent a lot of energy to polish to deepen the control between each memory of this generation of Snapdragon 8Gen1 chip, the control of each process, the control of each process, after decomposing it, the scheduling is refined, it is not just a call, and finally give everyone a better performance experience.

Comprehensively enter overseas cities And then expand the territory of the high-end market

Last year, the Honor 50 series opened the glory to return to the global market road, this time the annual flagship Honor Magic 4 series also chose to be the world premiere at the MWC World One Point Communication Conference in Barcelona, marking that the Honor Magic series will fully enter the overseas market.

At the end of 2021, Honor has released more than 50 products in overseas markets and began to return to the global market. Starting from March, Honor will have a number of products released globally in Various regions of Europe, the Middle East, Africa, Asia Pacific, and Latin America. In the 3-4 months, Honor will release a product almost every month.

"We solved the problem of return and survival last year, so we supported the global expansion overseas, although there are many countries that need to start over, but we also have very strong support." Zhao Ming said that Glory will continue to focus on the needs of consumers in the future, create flagship mobile phones, and use the rise of high-end flagships to drive the development of the entire company. For market share, it may indicate the market share of the product to a certain extent, but it does not represent the consumer's recognition of glory. Honor can surpass Apple's experience on high-end mobile phones, and this positioning is far more important than my market quota. ”