Honor and Porsche Design go both ways, opening a new "high-end feast"

On December 14, Honor officially announced the establishment of a strategic partnership with Porsche Design, saying that when Honor's innovative technology meets Porsche's classic design, it will be a collision born for pioneers. We look forward to writing new legends and creating new classics together.

Not long ago, Zhao Ming, CEO of Honor Terminal Co., Ltd., posted a photo on Weibo with Porsche Design executives visiting the factory, with the caption "Reveal it, the future can be expected!", hinting at the cooperation between Honor and Porsche Design. Two days later, the two sides officially announced their cooperation, and netizens also rushed to hear the news and expressed their anticipation for the Honor Magic6 Porsche-designed version.

Recently, a manuscript drawing of a suspected Honor Magic6 Porsche Edition design has also been circulated on the Internet, which has further aroused the expectations of netizens.

Of course, IT Home believes that the significance of this collaboration between Honor and Porsche Design is obviously not only the highly anticipated mobile phone of Honor Magic6, but also will have a certain impact on the development of the Honor brand and the planning of future products, and give people unlimited space for reverie.

From smartphones to mobility, these innovations are worth looking forward to

At the same time as Honor officially announced the cooperation with Porsche Design, Zhao Ming, CEO of Honor Terminal Co., Ltd., also publicly stated:

We are proud to partner with Porsche Design as a global partner to explore the convergence of design excellence and performance based on an open collaboration to bring pioneering products to the high-end smart end market." By combining Honor's consumer-centric philosophy with Porsche's pioneering brand concept, we will jointly create the next generation of high-end smartphones, opening up new possibilities for the mobility lifestyle of technology enthusiasts and Porsche enthusiasts.

From this passage, we can get two key messages:

Honor's next-generation high-end mobile phone will have a version co-created with Porsche Design;

HONOR will also work with Porsche Design to explore innovations in the mobility lifestyle.

Let's talk about the first information first, the so-called next-generation high-end smartphones, combined with the outflow of the aforementioned "Honor Magic6 Porsche Edition Design Manuscript Drawing", it is not surprising that this should refer to the highly anticipated Honor Magic6 series.

It should be the Porsche 911 classic flying line that the rim becomes the "slip-back ceiling" into the transitional form of the back of the mobile phone combined with the camera module, and the two raised lines on the back of the mobile phone are also taken from the lines on the front hood of the 911, which not only has a three-dimensional effect, but also reflects the "sense of muscle power" of the sports car.

On the whole, the Porsche design mobile phone of Honor has a significantly different style from Huawei's previous Porsche design, for example, the camera module of this mobile phone is based on the design language of the circular family, and it seems that the concept of "square and round" has been added, and the iconic "star wheel three cameras" design has also been used. It can be seen that while absorbing Porsche's design concept, it also appropriately retains the design style of the past glory, and the two are integrated and innovated, so as to appear more recognizable.

Not only that, but today, a digital blogger released the breaking news that the first product designed by Honor Porsche is limited to 911 units, and the internal code name of the product is "Honor 911". You know, the number "911" has far-reaching historical and cultural value for Porsche. The Porsche 911 Series is Porsche's most iconic model, designed by Ferdinand Alexander Porsche, the founder of Porsche Design.

The Honor Porsche Design co-branded mobile phone is limited to 911 units, and the code name is "Honor 911", which is obviously a tribute to the Porsche 911 model, and it also shows that Honor is full of information about this co-branded product.

In addition to mobile phones, in fact, IT Home is more interested in the follow-up more in-depth cooperation between Honor and Porsche Design, which is what Zhao Ming called "innovation in mobile travel lifestyle".

Seeing this, some friends may think at the first time: Is Honor going to build a car? IT Home believes that this possibility cannot be ruled out, but the possibility should not be large. After all, last year, Honor CEO Zhao Ming also publicly denied the rumors of building a car:

We didn't have that in mind for a few years, but we were determined to integrate the whole solution with the car brand. In the future, Honor will share its APK and core competencies with car companies, and each industry has its own threshold, and for Honor, it will support each other with a clear division of the cooperation interface, and the solution on the car is part of the special attention.

IT Home is more willing to believe that Honor will take the opportunity of this cooperation with Porsche Design to promote the business and cooperation in intelligent cockpit and intelligent driving. MagicOS has been positioned as the core chain of Honor's all-scenario strategy, focusing on the concept of openness and sharing, breaking the boundaries of systems, screens, and ecosystems, and has a very excellent experience in smart interconnection and smart services.

At present, the MagicOS 8.0 version is also in the process of internal testing, and I think that you can look forward to the in-car version of the MagicOS 8.0 system, or bring richer and more intelligent functional experience in the interconnection of the car and the machine. If the cooperation with Porsche Design can strengthen the experience of MagicOS in the car machine, then it will obviously be a great help for Honor's vision of realizing the integrated experience of "cross-system, cross-device, and cross-ecology".

In addition, Honor's Qinghai Lake battery can also be an excellent direction for them to cooperate with the automotive industry, Qinghai Lake battery is a magnesium and aluminum-based battery, compared with traditional lead-acid batteries, it has the advantages of high energy density, long life, safer, etc., and there are innovative technologies such as carbon silicon anode, if Honor can empower Qinghai Lake battery technology to the automotive field, I believe that the future will burst out of a very considerable market potential.

In any case, one thing is certain, that is, the cooperation between Honor and Porsche Design will not be a simple name, but a comprehensive and long-term cooperation that goes deep into the industrial design and functional experience of smartphones, and is not limited to the mobile phone business.

Together with Porsche Design, Honor has entered a new stage of high-end

Not long ago, market research agency Canalys announced the shipment of high-end smartphone market in Chinese mainland in the third quarter of this year, of which hand shipments of more than 3500 yuan increased by 12.3% year-on-year, and Canalys defined mobile phones above this price as high-end smartphones, which is indeed no problem. At the same time, it is worth noting that the overall domestic market fell by 4.5% year-on-year in the third quarter, in other words, the high-end mobile phone market grew against the trend, and its importance is self-evident.

At the same time, high-end has always been the goal pursued by domestic mobile phone manufacturers in recent years, but there are very few that can really do it. IT Home believes that if a mobile phone brand wants to truly achieve high-end, there are two most important points in the final analysis:

The first is the product experience brought about by technological innovation.

The second is the construction of brand image.

The first point is a cliché, but it is fundamental, and the editor wants to emphasize that it must be the real product experience improvement brought by technological innovation, rather than the pseudo-demand created by various "micro-innovations", which requires manufacturers to have a deep technical research and development foundation. And this happens to be the forte of glory. Glory has been independent for just three years, and has always adhered to the research and development path of "underlying root technology" and "engineering technology", and has consolidated the core technology competitiveness from software, hardware and various systems.

At present, HONOR's R&D investment accounts for 10% of the company's annual revenue, and the number of R&D personnel exceeds 8,000, accounting for more than 60% of the company's total personnel, and has achieved more than 300 patent applications per month. At the same time, Honor has also established 7 R&D bases and more than 100 innovation laboratories in Beijing, Xi'an, Shenzhen, Nanjing, Shanghai, Tokyo, and Paris, ranking sixth in the list of top 500 Chinese enterprises in 2022 and first among mobile consumer electronics companies.

Such deep R&D capabilities enable HONOR to continuously break boundaries in response to consumers' product pain points, continue to subvert and reconstruct the inherent product R&D logic, and create innovative products that truly meet the actual needs of consumers.

For example, in the field of folding screen mobile phones, which are becoming more and more important in the high-end mobile phone market, Honor has greatly reduced the weight and weight of the mobile phone through innovation in structure, materials and processes, and self-developed Luban titanium hinge, ultra-thin surround antenna design, Honor Qinghai Lake battery and Honor Cicada Bionic Cooling System and other refreshing breakthrough technologies, making the mobile phone only 4.7mm when unfolded, only 9.9mm when folded, and only 231g, which is lighter and thinner than many straight phones. It can be said that this mobile phone is the best example of Honor's strong R&D capabilities to improve the product experience. According to IDC data, Honor Magic V2 also led all folding screen products in China in the third quarter with strong product strength, winning the first place in the folding screen market.

The second point is the construction of brand image.

In fact, the so-called high-end, in the final analysis, is the high-end of the "brand", "high-end products" is only one of the important ways to achieve "high-end brand", to achieve the high-end of the brand, the construction of brand image is often the most direct, the most important but also the most easily ignored link. In fact, many manufacturers have been able to meet the requirements of "high-end" in product innovation and experience, but consumers just don't recognize it, often because they ignore the establishment of high-end brand image.

In order to implant the high-end brand image into the cognition of consumers, in addition to long-term brand building and market reputation precipitation, there is also a fast and effective path, that is, the borrowing and empowerment between brands.

For Honor, they not only have deep technical research and development strength, but also have an excellent user reputation precipitated by years of product and market experience. And Porsche Design is undoubtedly the best partner.

Porsche Design is a wholly-owned subsidiary of Porsche founded in 1972 by Dinand Alexander Porsche, the designer of the classic sports car Porsche 911. The strong alliance between HONOR and Porsche Design can provide consumers with a high-end luxury experience in the field of consumer electronics through the innovative and avant-garde high-end products jointly created by both parties, so as to establish the image and value perception of the HONOR brand as "global" and "high-end" in the minds of consumers, and bring significant value-added effects to the brand.

Secondly, Porsche Design has also had successful experience in cooperating with domestic mobile phone manufacturers, and they have a better understanding of the product characteristics and market characteristics of smart phones, or in other words, the combination of Honor and Porsche Design is also easier to perfectly combine excellent functionality with cutting-edge technology, and it is easier to create products with a truly high-end luxury experience, and such a "pioneering work" is believed to bring us greater amazement and shock.

epilogue

Not long ago, data research institute IDC gave the third quarter of China's smartphone shipment rankings, and Honor ranked first in the Chinese mobile phone market with a market share of 19.3%, and before that, in the second quarter of 2022, Honor also won the championship with a market share of 19%. The glory of just three years after independence is bursting out with staggering energy, leading China's smartphone market to the high-end.

This cooperation with Porsche Design is believed to be the most eye-catching footnote on the high-end journey of the Honor brand, which marks the Glory that has been prepared in technology, products and markets, and will truly move from "Glory of China" to "Glory of the World", which is not only a two-way rush of innovative technology and cutting-edge design, but also a two-way rush between pioneer and classic, and a two-way rush between Chinese brands and world brands.