The ambition of glory: the "high -end civilians" of the wisdom world

Text | Intelligence Relatration

Author | 凯 佘

A year ago, Honor had just been independent from Huawei, and the market sighed. One day before the Honor Farewell Meeting, Honor CEO Zhao Ming said at a employee communication meeting in Beijing, "The goal of glory is to become the first in the domestic mobile phone market." Perhaps to most people, this is just a self -self. Encouragement, but no one would have thought that in less than two years, Honor really reached the top of the domestic smartphone list.

However, the rise of glory is not so smooth. The 3%market share made many people feel that the glory is going to be so silent. The climbing glory from the bottom of the valley to the peak is considered a bitter. After reaching the top of the domestic smartphone list, the goal of glory or only the "high -end" of the heart left. The full -time session of the glory not long ago is also releaseing similar signals, which is no longer satisfied with the field of smart phones, but the high -end of glory seems to be a bit different.

"High -end" the problem, who has the answer?

In 2022, the mobile phone market has not changed much, and it is even declining. According to the report of the China Institute of Xinong, from January to June 2022, the total number of mobile phone shipments in the domestic market was 136 million, a year-on-year decrease of 21.7%.

Not only the field of smart phones, but also the same problems in PC, tablet and other industries. The preliminary statistics of Gartner show that the total number of global personal computers (PC) shipments in the second quarter of 2022, a total of 72 million units, a decrease of 12.6 from the second quarter of 2021 %, The lowest point in the nine years of the global PC market. In addition, after the consumer notebook, the orders of commercial notebooks have also begun to reduce, a decrease of 11%. Brands such as HP, Dell, and other brands have begun to reduce orders and display panel orders in the third quarter.

Similar situations also occurred in the tablet market. Data showed that in the first quarter of 2022, the number of shipments in the Chinese tablet computer market decreased by 13%year -on -year to 4.7 million units. Following the decrease of 23%in Q2 in 2021, 16%of Q3, and the Q4 decreased by 18%, four consecutive quarters have declined year -on -year.

Obviously, the goals of most industry players in this market are no longer making money. How the first place is survived, so the phrase "high -end is the only way out of survival" has spread, and it has also become a many industries. The most famous sayings of faith. It can be seen that almost all industries are currently transforming to high -end. In addition to the traditional 3C and home appliance industry, retail and consumer industries such as clothing, beer, instant noodles are also seeking high -end. High -end ice cream. "

The emergence of "high -end" is actually no problem in itself. Whether it is standing on the brand or the perspective of consumers, I hope that a group of high -end brands that represent the feelings of Chinese manufacturing and Chinese feelings. Consumers' resistance to "high -end"? The reason is that "high -end" is gradually becoming a brand "routine", that is, "high -end = high price", but expensive can be the result of high -end, but it will never be the reason.

The birth of the "ice cream assassin" is itself a kind of unknown to consumers. Dozens of ice cream is not as good as a few consumers as many consumers. To understand this high -end.

Back in the field of smart phones, these brands have basically impacted high -end in recent years. Almost all of the flagship models of major brands have started at 5,000 yuan and 6,000 yuan. However, what about the actual effect? According to the 2022 Q1 data from the market research institution Counterpoint, Apple has 62%of the global high -end smartphone market share, reaching the highest since 2017; Apple also occupies half of Apple. In addition, this year's 618 JD channel iPhone 13 models have reached 2.8243 million units, exceeding the sum of 2-11 places.

Some people may question why Chinese people choose Apple without choosing domestic brands. It can only be said that in the current market, there is still a large gap between domestic brands and Apple. It is difficult for the system and chip to cross.

How does it impact the high -end when lacking core elements? The full -time session of the glory not long ago may answer this question.

The glory from mobile phones to the whole scene "ambiguity"

In the first half of this year, domestic mobile phone brands were called "collective rotten" by individual media. Perhaps the only straight waistboard was glory. The data released by Canalys showed that the sales of Honor mobile phones in the first quarter of this year have reached the domestic sales in the first quarter of this year. 15 million, the top of the country is the first in China. In addition, sales in May increased by 70.9%year -on -year. During the 618 period, Honor accounted for 19.1%. "Domestic mobile phone brand.

However, the glory of the glory does not rely on a single item but the "continuous product layout", which also reflects the difference between glory and Apple. When Apple still rely on a single product to fight the world, Honor pays more attention to the continuous burst of models. For example, in terms of smartphones, the accumulation of Honor 50, Honor 60, Honor 70, Honor X30 and other products.

In terms of Zhao Ming's interview with the media, "Honor will no longer be limited to a single product solution to a single scenario needs in the whole scene strategy, but to shift to‘ users -centered ’.”

At the same time, it also shows the difference between Honor and other brands on the high -end path. When other brands are trying to raise the price, Honor is unmoved. Pursuing high unit prices, but to explore high -end in a more gentle way. Perhaps this is one of the reasons why glory is more likely to be recognized by the market. What is the relationship between "user -centric" and the high -end of glory? It may be seen from this full scene launch. The glory of the whole scene of the glory not only indicates that the glory is no longer satisfied with the smartphone market, and has begun to move towards the whole scene. It is also the main dependence of the high -end of the glory.

Specifically, the five major products of this full scenes cover smart screens, laptops, tablets, smartphones, and smart wearable devices. From the perspective of product capabilities, Honor is obviously approaching the consumer market.

For example, the new MagicBook 14 Ryzen version launched by Honor is the first laptop product equipped with OS Turbo, and OS Turbo is the system -level performance & power consumption optimization engine that is developed by Honor. And adjust and dispatch the system. Specifically, in terms of office, browser, video, social and other scenarios, avoid excess performance of CPU and GPU without affecting user experience, thereby achieving the extension of the notebook battery life and the accurate release of performance.

Another example is tablet products. Honor launched the Honor Tablet 8 is a main K12 education and audiovisual entertainment scene. It is not only the industry's first 12 -inch high -definition eye protection full screen, but also 87%of the screen ratio unique to the same gear. The most important thing is that Honor did not put it on a high price.

Since 2020, Honor has begun to make tablet products like more segmented market prospects, such as Honor Tablet 6, the main family entertainment and learning, and Honor Tablet 7, which also focuses on educational functions. The method also received the corresponding return.

Canalys data shows that in the first quarter of this year, Honor became the only tablet player in China to achieve positive growth.

Taking the whole scene as the pedal, in the way of high -end products and price civilian, Honor has embarked on its own high -end road.

Apple may not be the final answer

At present, most of the domestic 3C tracks regard Apple as the ultimate goal, but is Apple really the optimal solution? Aside from technology and systems, Apple is expensive every year and will still harvest a large number of users. The reason is that Apple realizes the needs of consumers' "classification" needs.

This demand satisfaction does not rely on a single function or performance satisfaction. It is more like a bucket machine now. There is no regret to become its most powerful hole card. Or this is an "soul" unique to Apple, and it is difficult to defeat it by imitation. Domestic brands need to find their own "souls".

Just like Zhao Ming once said, "When facing the problem, we find a way to break through and solve it from the inside."

Honor's current play, whether the whole scene and more segmented markets are good. These practices are timely adjustments based on their own situation. Isn't Apple a strong phone? Then I do n’t spell a bayonet with you. I go to find a place that you are not so strong. As long as you can surpass in any field, it represents the gap opening.

In fact, changes in the concept of brand value reflect the changes in the times and consumer mentality. Consumers' high -end cognition does not mean that you must crush your opponent in all directions to admit that you are a high -end brand. As long as there is a breakthrough, you may be able to stand firm in the high -end market, just like Huawei two years ago. Of course, Huawei is the Huawei. The front battlefield won Apple from the field of smart phones, so it is more popular.

At present, Honor is more like making itself a "high -end civilian player", or from the perspective of the whole scene of Honor. So the high -end flagship Magic4 released before, while the product is equipped with the latest technology and various black technologies, the price It will not make people unacceptable, unlike other brands mentioned earlier, "5,000 starts, 6000 basement", such as smart screens, tablets and other products, even subverting the "high -end" cognition "others 2, others 2, 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2, others 2. 3,000 tablets, do you sell more than 1,000 or high -end products? "

This kind of thought may be difficult to change in a short period of time, but at least the glory has begun to act. It can be called "anti -inner roll" when it is bigger.

But anyway, this is also a thing that consumers love to see. Smart phones climb to the top of the trend. It is also a feedback from the market to glory. Being your own glory is the glory.

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