High-end chip supply restores new glory to fully impact high-end brands

Since leaving Huawei on November 17 last year, Glory has stepped up quickly, and all products and strategies are advancing in an orderly manner. Just when everyone thought that to leave Huawei’s "embracing", Honor needed a transition period. When we discussed the long-term plan, after only two months, at the beginning of 2021, Honor took out the first product of the "self-reliant portal", and its research and development capabilities can be seen.

On January 22, Glory launched the first shot of a new journey. Yes, the glory of continuous improvement and integration of technological innovation into the blood is back.

Continuously strive to become a global iconic technology brand

After the press conference, Honor CEO Zhao Ming accepted an interview from the media. This is the second public appearance of Zhao Ming after the seventh birthday of Glory on December 16 last year.

This time, he frankly announced the future strategy and development direction of Glory to the outside world, and also conveyed an important signal-New Glory will take over Huawei Tinder, and continue to develop with the momentum of a spark. The new glory has the foundation and the strength to take over Huawei and become a global iconic technology brand.

What needs to be clear is that Honor does not start from scratch, a new venture. For future goals, Zhao Ming has already made a clear plan to inherit Huawei's genes and carry forward the past. Zhao Ming said that after independence, he will definitely go to the high end. The experts who built Huawei's top camera solutions in the past have also joined the Honor system, and Honor is confident to build a high-end brand.

Since its establishment in 2013, Honor has been among the first echelon of domestic mobile phones in just a few years. In 2017, Glory ranked first in China's Internet mobile phones with sales of 54.5 million units and 78.9 billion yuan in sales. In the past three years, Glory has maintained strong momentum and is firmly ranked as the No. 1 online brand in China, with the highest monthly share of all channels in 2020 Top2.

Glory embarked on a new journey, but the original intention has not changed. Innovation, quality and service, the three major DNAs on which glory depends on success, are still deeply integrated into the blood of New Glory.

Innovation-oriented glory will fully impact the high-end market

Judging from the current trend, in 2021, high-end positions will become a battleground in the mobile phone industry, innovation is the magic weapon to seize the high ground, and behind innovation is the support of R&D strength.

After leaving Huawei, the outside world has questions about Honor's R&D capabilities and technical strength. In this regard, Zhao Ming gave a "reassurance." He revealed that the new glory comes from Huawei. Half of the overall 8,000-person team are R&D personnel, covering a complete system of R&D, sales, marketing, supply chain, finance, etc. . These are the foundations for Honor to maintain strong competitiveness. When it comes to products, it can be seen that Honor V40 has a significantly better user experience than products using the same chip in the industry.

At the fan round table held on the seventh anniversary of Honor last year, Zhao Ming made it clear that Honor will launch a super flagship in the future, Honor will also have its own "Mate and P" series, and Honor will go out of the path of technological development and technological evolution belonging to Honor. Direction.

After leaving Huawei, the biggest advantage of Honor is that it has got rid of the strategic baggage, and there are no restrictions on the product layout. The worries of competing with the same product will be dispelled. It is more conducive for Honor to play in the high-end flagship product. Zhao Ming said: To build a top flagship that belongs to Honor consumers, "We have such capabilities and strength. Because the highest quality technology and engineering teams have joined the new Honor."

Embrace the world's top supply chain partners to create more trustworthy and good products

In addition to R&D strength, Honor has a good relationship with the world's first-class supply chain, and chip supply is no longer a constraint. Both provide more possibilities for Honor mobile phones.

Zhao Ming also made it clear that at present, almost all supply chain partners have fully resumed the supply of Honor. From the perspective of production and supply, there is no restriction and can go all out to face the market, including Qualcomm, AMD, Intel, Micron, Samsung, Microsoft, MTK, etc.

Glory will embrace the most mainstream chips, operating systems and technologies with a fully open attitude, hoping to develop strategic cooperation with outstanding global companies and possess global capabilities.

The author believes that after embracing the global supply chain, the choice of supply chain and technology will be freer, and the creativity and quality of products will be more trustworthy. More importantly, Honor has a lot of experience in the development of explosive models. It has created innovative Magic series and V series, HONOR series that won the European Audiovisual Association Award (EISA) award, the well-loved X series, and MagicBook notebooks, Glory watches, bracelets, tablets, smart screens and many other excellent products.

Obviously, with deep technology accumulation and the support of global supply chain technology, the upper limit of new glory will be higher in the future.

Intensive new store opening glory online and offline comprehensive layout with confidence

To be a high-end brand requires high-end services. The first key to service is after-sales. Zhao Ming said that New Honor has built about 3,000 service centers in 82 countries around the world. Zhao Ming specifically mentioned that Honor's after-sales service will maintain the same quality as before. In other words, in the future, the new glory service team will provide upgraded after-sales service, no matter whether it is a new user or an old user, there will be no worries.

In addition, in 2021, the offline layout of New Honor will continue to expand. Zhao Ming said: After Honoring the entire brand is independent, there will be a rapid and substantial improvement in the channels and retail system, and more channels and retail partners will be attracted to join in the future.

As we all know, Honor started as an Internet mobile phone and became the number one Internet mobile phone in China early. Since the online dividends gradually faded in 2015, Honor has begun to grasp both online and offline hands, tilting resources to offline channels and maintaining All-channel synergistic growth. In 2020, Honor offline will surpass online, and 60% of sales will come from offline. From the perspective of the entire domestic mobile phone market, offline channels have become a battleground for all mobile phone manufacturers. New Honor must gain a foothold in the new mobile phone market, and vigorously develop offline channels has become an inevitable choice.

The offline layout of Honor is not only an expansion of the number but also a system upgrade of the service. Zhao Ming also revealed that after Honor officially announced its independence to the outside world on November 17, the entire Honor system changed. In the past, many high-end flagship store retail partners have begun to start the location and construction of high-end flagship stores during the gradual restoration of supply. It is to help Honor to improve the ability of cities at all levels to serve consumers in the future.

It is worth noting that Shenzhen Zhixin New Information Technology Co., Ltd., which acquired Glory on November 17, was jointly invested and established by Shenzhen Smart City Technology Development Group and more than 30 Glory agents and distributors. The penetration of capital means that these channel vendors may tilt more resources towards the offline development of Honor. In addition, the intensive opening of Glory stores at the end of last year and the continuous expansion of offline channels also reflect those channel vendors are optimistic about the prospects of New Glory and are willing to become partners of New Glory. The expansion of offline experience stores will give a huge boost to Honor's 5G mobile phones and IoT services.

Talking about the future, Zhao Ming said that the glory after independence is oriented to omni-channels and all user groups. It is very different from the original way. The brand positioning has changed from the original "technological trend brand for young people" to "creating a global icon. "Brand", behind this transformation, carries many changes in product definition, brand design, experience store design and the entire external behavior model. In the future, different product series will be launched for high-end users and for all user groups.

"In the future, everyone will see the glory of all-round upgrades." Zhao Ming said.