There is one in three parts of the world, and this year's glory did what was right

Right now, the smartphone market is facing a test.

According to IDC data, the global smartphone market shipments in 2022 will be only 1.21 billion units, down 11.3% year-on-year and hitting a 10-year low.

The domestic market is also not optimistic, with smartphone shipments in the Chinese market falling by double digits for four consecutive quarters, falling 3.2% year-on-year for the whole year, the largest decline in history, and shipments falling back to the level of a decade ago.

IDC data shows that three of the other four top five manufacturers have experienced a year-on-year decline in annual shipments of more than 20%, even if they are as strong as Apple, they have not been able to stabilize, swallowing shipments down 4.4%, and market share has also declined.

Among the top players, only Glory bucked the trend, with shipments increasing by more than 34% year-on-year in 2022, and market share also rising by more than 7%, winning the second place in domestic annual shipments, and the performance can be described as quite eye-catching.

Honor can swim against the current, in addition to the low independent base of the brand in the same period last year, more due to the good performance of the product market.

Honor digital series, X series and other main products stabilized the market, and the Magic series also grabbed a place in the high-end market and achieved key breakthroughs.

At the just-concluded MWC 2023 conference, Honor released the Honor Magic5 series flagship machine, which attracted a lot of attention and became the most popular brand on Twitter on MWC's first day.

Today, the Honor Magic5 series was officially released in China, which also attracted a lot of attention, so what are the special features of the new Honor Magic5 series?

A game for dominance in the high-end market

"Man" is the only ultimate judge

Many people will ask a question, what kind of products can be used as a "ruler" in the mobile phone industry? Who sets the rules of the game for dominance in the high-end market? The market tells us that consumers are always the sole judges of this competition.

In the development of the mobile phone industry for decades, there have been too many imaginative attempts, but what can finally land and continue is invariably the technology that can really solve the needs of users, not those bells and whistles.

Unlike OPPO and vivo who choose to make efforts in the game, Honor chooses to focus on the basic experience.

For example, as a communication tool, the signal directly determines the lower limit of the experience, but problems such as poor network and disconnection often plague users, especially the signal problem of the iPhone has been criticized.

The Honor Magic5 series is equipped with the industry's only communication RF enhancement chip - Honor C1 chip, which optimizes several core scenarios of weak signals.

The basement realizes fast return to the network, and the live broadcast is not stuttered; The frequent signal tower switching of high-speed rail can still ensure the smoothest video experience; After entering and exiting the elevator, the signal is quickly restored, and the game continuity is better, which can be said to be "difficult to return".

In terms of communication capabilities, it surpassed the industry benchmark Huawei Mate40 Pro, setting a new flagship standard.

In addition to signal, battery life is also a key factor that affects the basic experience of the phone.

Unfortunately, whether it is a smartphone or the hottest new energy field, battery technology is an insurmountable mountain, and there has been no leap forward in recent decades, so manufacturers have filled the skill tree of fast charging.

realme raised the mass production fast charging power of mobile phones to 240 watts, which is close to the theoretical upper limit of the USB Type-C interface. Xiaomi recently exhibited 300-watt fast charging technology, 0-100% charging time only takes 5 minutes, which makes iPhone users feel deeply shocked.

However, fast charging technology only solves the problem of replenishment, and does not fundamentally solve the pain point of user battery life anxiety, which is quite the meaning of "headache and foot pain".

Honor should choose to break through from the underlying technology, and the world's first silicon-carbon anode material of the Qinghai Lake battery equipped with the Honor Magic5 series directly increases the energy density of the battery by an order of magnitude, which can provide higher battery capacity under the same battery volume.

Simply put, the battery life is stronger, and the weight of the mobile phone is lighter, bringing the battery life experience of the flagship to a new height and solving the user's pain point for battery life.

According to the actual measurement of digital bloggers, the Honor Magic5 Standard Edition has 31% of the remaining power in the 5-hour battery life test with the blessing of 5100mAh battery capacity, setting a new battery life record.

In addition, imaging is the top priority of high-end flagship machine competition, and it is also the most intuitive embodiment of the comprehensive strength of software and hardware of manufacturers.

Taking photos has always been Honor's super longboard, and the Honor Magic5 series is no exception, winning the first place in the total score of DXOMARK mobile phone photography with a total score of 152.

And bring changes in the three dimensions of hardware specifications, software algorithms and innovative experience, and innovatively realize ultra-dimensional motion capture and millisecond-level eagle eye wonderful capture. In a word: even if the hand is slow, the algorithm will help you seize the wonderful moment.

This seemingly simple function is a huge test for the mobile phone imaging system, which requires the full cooperation of hardware computing speed and software algorithm optimization, and can not be solved simply by stacking materials.

Take over Huawei, the sword is Apple

Where does the glory come from

At the farewell party of Honor, Huawei founder Ren Zhengfei sent a message, "Honor wants to be Huawei's strongest competitor in the world, surpass Huawei, and even shout to bring down Huawei." ”

At that time, it seemed that this sentence was more of an encouragement and blessing before the "breakup", and not too many people were optimistic that Glory could match or even surpass Huawei.

We all know the story later, Honor's market share not only surpassed Huawei, but also became the biggest dark horse in the cold winter of the mobile phone industry, and Ren Zhengfei's prediction came true.

Honor Magic5 series to "three parts of the world" with Samsung and Apple in the future global high-end mobile phone market, which sounds a little "over-inflated", but careful analysis is not difficult to find that Honor has sufficient confidence in saying this.

1. Concentrate on research and development

"They are all solution integrators, what grandchildren are they pretending to be there?" Familiar with the mobile phone industry should know such a terrier, the words are not rough, in the era of the barbaric growth of domestic mobile phones, no one paid attention to research and development investment.

With the accumulation of mobile phone hardware, many people have more or less understood the importance of basic research and development in recent years, but to achieve technological breakthroughs, we must not only have determination, but also need a lot of long-term investment in funds and manpower.

Honor's R&D strength is online, and the R&D personnel have exceeded 8,000, accounting for more than 60% of the company's personnel, and the number of monthly patent applications exceeds 300. It has a number of R&D centers and more than 100 innovation laboratories at home and overseas, and its R&D intensity is in the first echelon among domestic mobile phone manufacturers.

The technology accumulation of the whole link has also achieved rich returns, taking the Honor Magic5 series as an example, the product strength aligns or even surpasses Huawei, winning the first place in many industries.

2. Make technology more humane

Honor CEO Zhao Ming said at the launch of the Honor Magic5 series: "All great companies facing the future are constantly discovering and gaining insight into human needs. Every step Glory takes is to put "people" in mind and provide human-centered solutions to solve real-world problems. ”

Indeed, as the device we contact the most, mobile phones, health monitoring, information security and other functions have gradually become the focus of major brands, and have gradually become the key to consumer choice.

The car accident detection function of the iPhone 14 series and the Beidou satellite message of Huawei's Mate 50 series are exactly the experience of the brand's humanistic care.

Honor Magic5 series not only has a series of leading hardware, but also brings 2160Hz high-frequency PWM dimming, on the basis of which it realizes the exclusive patented sleep aid display function, and the natural light-like eye protection function jointly developed with the China Institute of Standardization to protect our eyes in an all-round way.

MagicOS 7.1 allows us to see the possibility of future operating systems breaking from device-centric to personal, user-centered, and consumer-centric development.

In addition, the Honor Magic5 series has also brought a leading user experience in terms of security, security and intelligence, and consumers are naturally willing to vote with their wallets.

3. Explore new ways out, grind a "ship" in three years

Honor has always emphasized doing "the right and difficult things" and using products to drive the entire Honor innovation and ability improvement, but this is not an easy task. Compared with the simple "stacking" common in the industry, Honor has finally brought a good user experience and found a new problem-solving idea through multi-faceted improvement and synergy.

After the independence of Honor, after the exploration of three generations of flagships, this time the Honor Magic5 series broke out in full force after accumulating, and walked out of its own path through photography, endurance, signal polishing and innovation.

"We never do technology for the sake of technology, we must really provide a good experience and create value for consumers, this is our philosophy." Fang Fei, president of Honor Product Line, said in an interview.

The "different" mentioned here refers to not innovation for the sake of innovation, but to start from the needs of users and solve the pain points of users with innovative technologies.

For example, the Qinghai Lake battery technology mentioned above is a typical example of Honor's in-depth observation of users' battery life needs and stepping out of the R&D comfort zone to make "honor-style innovation".

By continuously opening up the technological desert, it brings a new and differentiated user experience. Honor not only proved itself, but also reshaped the Magic flagship series, and gradually won the right to speak in the high-end market occupied by Apple and Samsung.

-At last-

Since Honor declared independence, after three generations of flagship exploration, Honor Magic series has proved that it has the ability to gain a foothold in the high-end market, and Apple, Samsung three-point the world.

Of course, this is not the end, but a new starting point, and Glory needs to slowly build its own high-end tonality, and this process is by no means an overnight achievement.

We have reason to believe that Honor can become another Chinese manufacturer leading the high-end mobile phone market after Huawei.