Huawei released Mate50, the glory shopping guide quietly laughed

With Huawei traffic and Huawei channels, inheriting Huawei's product genes, Honor has quickly achieved the first place in the domestic market, but if the brand lives in the shadow of Huawei, how can the value of glory its own value be reflected?

‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍ Break through the sky!

Apple released the product a day in advance. Huawei Mate 50 supports satellite communication functions and swipes the screen, but Honor is a laughing person next to him.

5G does not support 5G, Huawei's traffic may only be traffic, it is difficult to convert to real sales. In the past two years, Huawei has defeated sales, consumers have expressed their attitudes.

However, Huawei's former son, Honor has quietly impacted the first place in China's market share.

Market research institution Strategy Analytics released a report saying that in the second quarter of 2022, China ’s smartphone market shipments were 67.7 million units, and Honor ranked first in China for the first time with 19%market share.

Why can Honor quickly impact to the first?

Inheriting Huawei's powerful channel power may be one of the most important core reasons. After all, there are too many consumers and do not understand. Honor has nothing to do with Huawei, but the glory shopping guides are used in large areas of use. This information is poor.

Although he didn't say it, Huawei's powerful brand endorsement ability is radiating glory outward.

Huawei's heritage continues to shine

"This is Huawei mobile phone."

This is a sentence that many glory shopping guides are emphasizing with consumers.

In the cognition of many ordinary consumers, what is the relationship between Huawei and Glory, they are not clear, so this has become a marketing method for sales.

"Last month, I went to Chengdu, Jinan and Hangzhou, and ran to the Honor Store to see. The clerk of the Honor said directly, brother, buy it, this is Huawei." Said a person who has long followed Huawei channels.

For glory, it seems logical.

After Huawei encountered the U.S. government's resistance, Honor took over a considerable part of Huawei channels, and binded deeply with these channels by investing.

Since the channel is Huawei, and the original Huawei is not much new machine to sell. During the sales, it is natural to guide Huawei from the user level.

When Lu Yan's business comments learned about the Honor Magic model in Beijing, they also heard similar words. When asking the relationship between Honor and Huawei, the sales of a certain electrical shop in Shuangjing said: It is said that it is two companies, in fact, it is still one, and our after -sales is one.

"The Honor sales side will tell customers that this is forced, in fact, this is Huawei mobile phone." Li Mingda (a pseudonym) industry practitioner Li Mingda said.

After Huawei was blocked, there was a survival strategy, that is, retaining online and some large business channels, abandoning small businessmen, and the value of large merchants to maintain the brand image. Small merchants are some channels for prefecture -level and county -level cities. Anyway, Huawei's products can not be raised, so they will take the glory.

Every time Huawei has a product conference, there will be a wave of promotion to Honor, and it can be seen through sales.

Honor's mobile phone sales have been straight up since the second half of 2021. According to IDC data, in the second quarter of 2022, Honor's domestic market share reached 19.5%, which has exceeded vivo and OPPO, becoming the first place in the market.

"Why is the Honor so high? One reason is that its inventory baggage is small. In the first quarter of this year, other competitors in the market, because they planned to plan the same period last year, have a large inventory, so the glory compared to peers compared to colleagues than peers. It is lightly played. "Said Sun Yanzheng, chairman of Chaodian Think Tank.

Sun Yanzhi told Lu Yan's business comments that according to his understanding, selling glory now does not necessarily make money. About three retail terminal stores have only one money. Moreover, Honor sales are so high, which is the case of channel vendors, which does not rule out the case.

"The statistics of this sales you see today are not necessarily completely real. Whether these sales are completely in the hands of consumers, it is not necessarily. It may be from the glorious supplier system to the sales of glory sales. The system is going. These dealers are all the shareholders of glory. In the future, they are to enjoy the interests of glory globalization. Now it is also very hard. In the input period, he will vote. The possibility of the top five in the world. But some nerve endings will be hurt because not all dealers are shareholders. "Sun Yanzheng said.

Honor fails to be overseas

Compared with the rapid progress of the domestic market, the glorious overseas market seems a bit lagging. After all, Huawei's halo is not so easy to use overseas.

However, it is known that for glory, the goal of Honor in 2022 is to expand overseas markets.

"Expand overseas, this is the most important job direction and goal of Honor this year. So this year Magic4 was released in Barcelona. Like the Huawei model of the year, it was launched overseas, and then returned to China. High -end atmosphere. From the time of their conferences and the design of the launch overseas, they can actually be seen. He is completely copying Huawei's set. "Some relevant persons close to glory revealed.

However, Honor has not made progress overseas this year.

A report released by the independent analysis agency of the science and technology market shows that in Q2 in 2022, the shipping volume of global smartphones decreased by 9%year -on -year. The top five are Samsung, Apple, Xiaomi, OPPO, Vivo, and the share of glory is still in "Others". However, Honor's individual models have good response in Europe. According to the statistics of the Woromatopcy think tank, the Magic 4 Pro product will be listed in Europe in mid -May, and in Q2 in 2022, it reached nearly 20,000 sales.

Overseas dealers are not shareholders of glory, so naturally they will not be as powerful as domestic dealers, desperately, which is one of the reasons why Honor's overseas cannot be rolled out.

In addition, Huawei's product launch conference now focuses more on domestic, and it is not great for overseas drainage. In terms of overseas sales, it is not the reason for the slowdown of Huawei's influence.

Sun Yanxuan believes that overseas dealers are still watching+previous participation.

"According to our monitoring data, in the first quarter of this year, the internationalization steps of glory have begun." Sun Yanzheng said, "The original glory was done by Huawei's overseas offices in the overseas layout. By 2019, Huawei was blocked, the official offices were revoked, and the glory had disappeared, and they were withdrawn. For overseas dealers, to represent your product, first look at your product lines, so the glory must make up for it as soon as possible Product line. Second, it is necessary to restart, and you need to try a little water before it will be spread out on a large scale. The internationalization of glory is really in the third quarter of this year. "

Does the product fully inherit Hua Tao?

Is the Honor product inherited the true meaning of Huawei?

"The product power of glory is generally general. Because many of the glory research and development are Huawei, the chief workers fly, it turned out to be Huawei North Research Institute, the chief worker of the Nova series. The biggest problem of the team is the product. NOVA, "a former senior Huawei employee revealed to Lu Yan's business comments.

"The biggest flaw of Glory is his entire industrial design and product design, including product competitiveness. So what is the result? It is really good for Honor's products, but where do you say? Don't come out. "

In addition, the layout of the product is not comprehensive.

Honor's overall sales growth is relatively fast, but it has not made much breakthrough in product competitiveness and has not supported high -end. If the later product planning cannot keep up, it will not guarantee competitiveness, and it will soon come down. In the next third and fourth quarters, big brands such as Huawei and Apple have launched new products, and they will definitely make it miserable.

At that time, Huawei was able to rise rapidly. The core breakthrough point was still technical efforts. Among them, self -developed chips were very important links. After losing the advantage of the chip, Huawei also lost its market advantage.

To continue to develop and innovate in technology, we first need a lot of financial support, and it is continuous investment. At present, domestic mobile phone manufacturers, in addition to Huawei, have made breakthroughs before, whether it is Xiaomi or OV, none of them have not moved forward on the core chip before going forward. Take a step.

The current situation of Honor, especially in the capital, may be difficult to rich in technology.

玩手机的人都知道，一流的企业都是在玩芯片和系统的，二流的企业玩品牌和渠道，三流的企业就是玩组装和低价，荣耀现在很显然是在吃渠道的红利，但是想It is very difficult to fully inherit Huawei technically. After all, the core technology that Huawei has accumulated before will not be transferred to glory, because this is what Huawei is looking for the house. They are also thinking that Dongshan will come back in the future.

The channel is inherited by glory, and it also means that the glory will continue to give Huawei channels to renew their lives. After all, Dongshan will come back, and the channels still need to be used.

Embarrassing situation in the capital market

After just out of Huawei, Honor accepted the investment of the Shenzhen SASAC. At that time, the valuation was evaluated according to the half of Xiaomi's stock price at that time. This year, the mobile phone market continued to be cold, resulting in increasing financing difficulty in the future.

"The valuation of Glory's initial $ 5 billion was the high position of Xiaomi at that time. At that time, Xiaomi was 100 billion US dollars. But Xiaomi was not only mobile phones, but also other IoT devices. Not available, so this valuation cannot be moved. "

In addition, Xiaomi's stock price has fallen straight up, and now it is only more than 50 billion US dollars. The capital market's value assessment of glory will also discount accordingly, which is even more unfavorable to the road of glory of financing.

"State -owned assets are more cautious, because they are worried about the loss of state -owned assets, so the Shenzhen State -owned Assets Supervision and Assets Commission is also anxious to get some people to take part in. However, it is difficult to find someone to undertake." Li Mingda said.

The earliest glory wanted to find foreign capital, because for the glory of Huawei, with the entry of foreign capital, it is equivalent to an endorsement. Come down.

"This matter should have been finalized in November last year, and it should be delivered in December, but it has not yet." Li Mingda said that the news he heard recently said that the glory was postponed. Listing.

The arrangement of this capital market has also affected the great investment of glory.

"Glory will not make chips in the short term. It has to go public and cannot do something that can only be rewarded in ten years. Honor is now wrapped in capital. There is a commitment to capital, "said a senior in the hardware industry. Yu Chengdong came out last year and said a word, but later did not report again, that sentence was very harmful to investors. The overall meaning of that sentence is that the 2024 Huawei terminal wants the king to return. Investors are very worried, because the king of Huawei is returning, what else is there? If Huawei wants the return of the king in the future, and the positive PK of Honor, let alone how much the growth rate of Honor each year, whether you can keep this amount in the future, it will become unknown.

The glory that seems to be giving forward, in fact, is in crisis behind the crisis.

On the one hand, the capital market is too stressful. Honor has to accelerate running and rushing to the market. It cannot invest too much in long -term product strategy. This will naturally affect the company's long -term layout and make it difficult for Honor to achieve sustainable development. However, if the short -term investment is too large, it is difficult to see the effect, and it will affect the company's listing.

Moreover, the most realistic issue of glory is the shortcomings that need to make up for product power.

This is a dilemma in front of Zhao Ming. How to cross the Dashu River can only see the wisdom of Zhao Ming and Glory.

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