Annual R & D investment accounts for 7%, from the Honor Magic4 spy glory impact high-end ambitions

Recently, a report by market research agency Counterpoint Research pointed out that the shipment growth rate of the global smartphone market in 2021 will be 7%, of which the market share of high-end smartphones will reach a record high of 27%, and the thriving scene proves that high-end machines can stimulate consumers to change machines.

The data report also shows that in 2021, Huawei's share of high-end machines fell from 13% to 6%, Samsung also fell by 3% year-on-year, Apple became the winner, and 60% of the high-end machine market share hit a new high. For the current Apple high-end machine close to a monopoly of the situation, there are some analysis that may not be long-lasting, on the one hand, the iPhone 13 series of hot sales of a lot of credit is due to the lowering of pricing in some markets, on the other hand, in recent years, the iPhone squeeze toothpaste innovation has caused dissatisfaction among old users, and the willingness of fruit fans to switch to the Android camp has improved.

Honor Magic4 debuted brightly, with more than 60% of buyers coming from Apple and Huawei

At present, there are still about half a year before the next generation of iPhones come out, and some fruit fans choose to wait and see, while others are starting to try other brands. Recently, Honor CEO Zhao Ming revealed during an interview with the media group that the data obtained by the first sale of the Honor Magic4 standard edition shows that more than 60% of the purchase users are from Apple and Huawei, which makes the Honor team very excited.

It is easy to grab users from the hands of industry leader Apple, and in the past year or so, domestic brands have basically not earned much of the real dividends of the post-Huawei era. For most fruit powder, cost performance is actually not the focus, comprehensive use experience is the core competitiveness of the iPhone, after Huawei, domestic brands are still trying to explore. Glory since the day of independence, the strategy of focusing on the high-end market is very clear, on this road Apple is the best benchmark and opponent, but also can not bypass the obstacle, so Glory everywhere against apple is also forced out.

Of course, the words "beyond Apple" are often heard, but how does Glory do it? What's different? In this regard, Zhao Ming said that this is not to raise his hand and shout slogans and wave his fists, but to be realistic. Glory of various systems and all aspects of each business must consider how to surpass Apple, Glory adheres to the "two-wheel drive" ultimate productism, one wheel constantly listens to and insights into consumer trends and pain points, in order to innovate, the other wheel is to lead demand through technology, continue to innovate.

R&D investment accounts for 7%, and innovation is faster than competitors

In the competition between Glory and Apple, Zhao Ming stressed that Glory should find the driving force and development direction of innovation based on the level of consumers, which is actually covered by "two-wheel drive". Specifically, as an attacker, Honor will be bolder in innovation, and the speed of use and introduction of new technologies will be faster than others, which will be Honor's advantage and characteristic for a long time, that is, "running faster than opponents".

In order to implement and implement the above strategic directions, Honor is continuing to increase investment in research and development. It is reported that at present, Honor has about 7% of the annual R & D investment, due to the overall team of engineers R & D efficiency is very high, in the past year or so has harvested many important achievements and breakthroughs. For example, Qualcomm Snapdragon's new chips have been launched many times, and the optimization and debugging of Snapdragon's flagship chips are also at the industry-leading level, screen technology and imaging technology, and Glory has frequently shown black technology that others have not had in commercial models.

Here to take the Honor Magic4 standard version as an example, on the basis of the new generation of LTPO technology, Honor has realized the LTPO 1920Hz high-frequency PWM dimming that has never been seen in the industry, which meets the high brush fluency and power saving at the same time, greatly reducing the strobe under low brightness, making the screen more eye-catching. In terms of security and privacy, Honor and Qualcomm's dual TEA OS technology dual system operation has reached the financial level of security. The Honor Magic4 Pro and Honor Magic4 Edition, which will be launched one after another, will bring a stronger experience on the video track, and the latter will be ranked first in the DxO mobile phone image rankings.

Screen, security, image, the above three simple examples, honor magic4 series for consumer pain points to provide a new solution, user experience to a higher level at the same time, but also with innovative technology to successfully build a moat, to consolidate the road to the high-end market.

The core of competition in the high-end market is the right to speak in technology

The above mentioned these are the embodiment of the collaborative development of Honor's software and hardware leading the industry, and are also the core part of building the competitiveness of Honor's high-end models. Whether it is the Honor 50 and 60 series, or the Honor Magic3 and Magic4 series, the sales volume ranks high in the same gear model in the market again and again, and the key secret is inseparable from the glory of the united industry chain partners, jointly challenging and exploring the ceiling of the industry's high-end flagship, and impressing consumers with benchmarking experience and innovation.

After Huawei suffered a trough, the situation of Apple's high-end market being dominant is actually not conducive to the long-term development and innovation of the industry. In the past six months, some domestic mobile phone brands have even learned apple squeezed toothpaste, and the key configuration of some flagship machines has not risen but has fallen, and these measures that affect the user experience may not only be further widened by Apple, but also cause themselves to face the risk of losing their areas of expertise.

Facing Apple PK is a must for domestic brands on the high-end road. We not only expect that the market like Honor Magic V, OPPO Find N and other excellent domestic folding flagships can be more, with a differentiated strategy to seize apple's undeveloped areas, but also hope that more and more phenomenon-level flagships like the Glory Magic4 series can emerge on the market, with underlying technological innovation and ultimate product experience, and gradually change the situation of the iPhone in the high-end market.

Keke comments: Domestic brands impact the high-end market, Apple is a rival that must be faced directly, and Glory is challenging the industry benchmark with a combination of faster technological innovation and more extreme product experience.