Perspective Honor 618 Battle Report GET quantity change and qualitative change

618 lasts for nearly a month, where is the most lively?

Is the promotion main venue of major platforms, or the WeChat group that exchanges intelligence? NO, the frontline of the front line is the atmosphere artifact during the great promotion period.

Especially in the mobile phone market, each one can top several lists. And the data in the war report is even more popular, with a few seconds of seconds, the XX platform dual championship, an increase of more than a few hundred % ...

There are a thousand Hamlet in the eyes of a thousand people, and a thousand TOP1 has a thousand brands.

Seeing the above war reports, we don't have to entangle how so much TOP1 exists at the same time, but we should start from the data to interpret the information conveyed on the list.

For example, Honor's final battle report on June 19 shows that Honor MAGIC V is a folding screen mobile phone sales on Tmall 618, which means that Honor's combat power is full on the high -end battlefield; The service ranking in Jingdong's mobile phone category is ranked first, and its soft power in user services is highlighted. In addition to mobile phones, products such as computers, tablets, television, watches, etc. also win the championship in their respective fields, which is the flowering result of the glorious overall scene strategy.

The manufacturer's usually found shadow in the war newspaper.

The 618 list jointly written by countless consumers is equivalent to a special letter of special codes to record and tell the market change.

This battle report is different

Compared with the dazzling text games, the end of the Honor's final battle is extremely clear:

Jingdong Platform 618 full -process mobile phone category new member volume top1

Tmall platform 618 The full mobile phone category new fan amount top1

Jingdong platform mobile phone category service TOP1

618 Day Tmall platform Android mobile phone brand sales champion

Vipshop 618 full -process mobile phone products Android brand sales & sales dual TOP1

618 & Tmall platform folding screen mobile phone sales champion

JD & Tmall & Douyin & Kuaishou 618 full -process mobile phone new product sales champion

... ...

Without too much modification, you can know the gold content at a glance. No matter who the above data appears in the war report, it is undoubtedly worthy of praise the previous "True Championship".

Recalling the last promotion, in 2021 Double 11, Honor also won the top of the list in one fell swoop, so it was called the "professional household" by the industry. After a lapse of half a year, as far as the data reported, Honor completed the self -refresh again.

This is not a coincidence. Before the promotion, the "championship" of glory has actually been revealed.

Recently, a number of third -party institutions have announced the sales data of the Q1 mobile phone market in 2022, and the performance of glory is prominent. The list released by Canalys shows that Honor's shipping in Q1 in 2022 increased by 205%year -on -year, ranking top of the list; in the IDC market tracking report, Honor's shipments increased by 291.7%year -on -year.

Under the circumstances of the industry's shipments that are generally shown in negative growth, the wind doubles, and the Q1 of Glory has opened a good start. Can this impulse continue? Before the market data was announced in the quarterly, the 618 Battle Report was the most reference.

Moreover, continue to take a closer look at the war report. The data growth of Honor in 618 is still two other points, one is high -end mobile phones, and the other is the entire category.

Industry insiders said that the sales situation of the 618 mobile phone market is roughly a pyramid model, with the largest clear inventory or low -cost models with the largest underlying base. The flagship high -end products are at the tower spire. The price is high and the sales volume is relatively small.

After the start of the promotion on May 31, the war reported full. The official mobile phone sales list of Jingdong shows that the entire list is almost dominated by low -end models, and even the old models of 2020.

In the glory of the mid -to -high -end stability, the big promotion data is more different than the above models. The lists that are listed and sold alone in the list are mostly concentrated on the mid -to -high end. For example, the Honor Magic V, on the day and the whole process of Tmall 618, are all the top -up screen mobile phones. There is also a new Honor 70 series. Tmall data shows that it is the king of 2500-4000 yuan.

In addition to mobile phone categories, the whole scene equipment such as Honor MagicBook X 15, Magicbook X14, Honor Tablet 7, Honor Smart Screen X2, Honor Watch 2 rushed to the top in their respective fields.

In this way, the interpretation space of the 618 Battle report is richer. In the middle of the year, inheritance, the glory of multiple sales crowns was not only reported to the market in the first half of the year, but also laid the growth tone for the second half of the year.

Battlefield, outside the list

On the green field, every point obtained by the players is the result of daily training. This common sense is mapped on the 618 list. The brand's TOP1 is not produced out of thin air, extending backwards. Behind the data is the fierce battle of manufacturers in each subdivided battlefield.

Products, users like it is the last word.

As a terminal business for consumers, the product can make a few points, not depending on the manufacturer's "Wang Po sells melon", but to be judged by users.

This reminds us that we must pay attention to the comment area while paying attention to sales and sales. Honor Magic V's praise on the Jingdong platform has reached 99%, which is an absolute sharp student of the folding screen camp. In comparison, some of the poorly performed folding screen models on the market have long -term praise rates staying below 90%.

With strength, naturally can be used.

As mentioned earlier, Honor's fans and members on Tmall and JD.com have risen, leading in other friends. Up to now, the sum of the official flagship stores of Tmall Honor and the flagship store of Jingdong Honor Self -operated Store has exceeded 100 million yuan, which has accumulated considerable private traffic in the future. Therefore, using excellent products to win the respect of the market, the glory in the 618 battle newspaper is not just selling more, but more importantly, high -quality growth.

Walking two legs of services, products and services.

Careful friends must notice that Honor specially emphasized the element of serving: Tmall Honor's official flagship store has won 5 -star shops for 4 consecutive years, and Honor JD.com's official self -operated flagship store has won TOP1 by mobile phone category services.

Objectively speaking, in this contributed war report, the primary purpose of the manufacturer must be to highlight the growth and sales of product sales and sales during the 618 period. Services often become ignored parts. The reason why glory requires both to take care of both, Xiong Mo Mo believes that there are two reasons. First, in the underlying growth logic, services are indispensable fulcrum. Second, the gene of glory attaches importance to user services is inherent, and the authentication of TOP1 is renamed.

Strategy, new journey roadbar.

In March 2021, Honor CEO Zhao Ming called it "a day on the milestone", and Honor set sail with a new strategy. For more than a year, the strategy has landed in an orderly manner, and the results have been inspected by the market.

Including this 618, each promotion can be regarded as a big test, verifying whether the strategy of glory practice is matched with the market development rhythm. The satisfactory transcripts are constantly enhancing the strategic self -confidence of glory.

During the 618 period, the high -end masterpiece Honor MAGIC V applauded and applauded. New Honor 70 emerged on Multi -platform on Tmall, JD.com, Douyin, Kuaishou, and the success of the single product can trace the concept of the two -wheel drive product of Honor. To understand the needs of users and lead with technological innovation, consumers will naturally give a warm response.

Just like the evaluation of a glorious user, "the user needs is valued, so it is better and better."

The overall scene strategy under the macro perspective, the layout of Honor in multiple tracks and categories has also entered the harvest period. During the 618th period, multiple blooming blooming outside the mobile phone was an intuitive proof.

Obviously, relying on the smart experience of ecological interconnection throughout the scene, the glory, including notebooks and tablets

All category products have been widely recognized. Based on the powerful hard and hard coordination ability, the glory will continue to open up the barriers of hardware, systems, and ecology, maximize the release of equipment potential, and the advantages of the entire scene layout will continue to strengthen.

In summary, the fierce battle 618 is promoted, and the results of each family are on the list. The battlefield that decides the defeat is actually outside the list.

Industry Change Bureau is brewing

After speaking of the meaning of the list of data itself, and the hidden information about the brand's party, we further broaden our eyes to the industry.

Based on the 618 Battle Report this year, does it spy on what kind of new change in the industry is brewing?

Three keywords:

First, return.

Although the market growth rate of Honor is a stable market share, the market share is stable, but Zhao Ming said in public more than once that the market share data in the Honor is not much. And service to better meet consumer needs. "

According to the focus of the 618 battle report, Honor's focus on products and services is obvious to all. Moreover, Honor is still trying to pull the attention of consumers and friends back track, allowing the industry to return to the two fundamental fundamentals.

For example, in the context of the severe internal volume of the mobile phone market, 618 each this year also rolled up in terms of promotion. The price reduction of individual models has reached 1,000 yuan, or even more than 2,000 yuan.

In contrast, it did not join the price war. Middle and high -end products insisted on impress consumers with high -quality products and services, instead of relying on the price reduction. Therefore, in the face of friendly and businessmen, Zhao Ming said that 618 Honor this year did not have the so -called "clear inventory" pressure.

I have to say that this is a very risky tactic. But at the same time, it has a demonstration effect, which is conducive to the industry's turn to benign competition.

Second, opportunity.

It is an indisputable fact that the mobile phone market has entered the stock stage. With reference to the development of other fields, the driving force of the industry will be replaced from the demographic dividend to innovation -driven.

The shift of the times may lead to discomfort in some manufacturers, and the specific performance is the decline in shipments. For real players, the rules of competition are more transparent, consumers tend to be rational, and correspond to development opportunities. That is, the strength faction has come to a more controllable opportunity to win consumer recognition and achieve the lead in relying on strength.

In the list of mobile phone market shipments released by Canalys, the overall market fell 18%, but Honor achieved more than 200%year -on -year growth. In the 618 Battle Report, the TOP1 of Honor is also an example. For relatively new sales positions such as Douyin and Kuaishou, Honor's sales are expanding rapidly. During the 618 period, Honor Kuaishou's self -broadcast GMV has surpassed the whole year last year.

Finally, high -end.

The release of high -end market share has been recognized as the largest turning point in the industry in recent years. When mobile phone manufacturers seek the right to speak new, they have a clear goal and take high -end as a breakthrough. So far, with the release of the 618 battle report, the situation has become further clear.

On the one hand, high -end battles will continue to be upgraded.Focusing on the price segment of more than 4,000 yuan, there is a tough battle waiting for major brands.At the same time, the confrontation of high -end products will further drive the brand's high -end disputes; on the other hand, after the previous competition, some brands have initially established the leading advantage, and they have more hope in the next ranking.Taking the high -end category of folding screens as an example, in the 618 high -end war, the Honor MAGIC V with a praise rate of up to 99%won the title, which is deserved.In addition, Honor, which sells for more than 4,000 yuan, has achieved a 400%growth of GMV during JD 618.

Keep the fundamentals of products and services, and grow against the trend in the industry adjustment period.Focus on high -end breakthroughs and stand firmly in the new order.

At this time, if you look at the Honor 618, you can get your hidden information in complete.The core point is that for the glory itself and the industry, the amount of quantitative changes is accumulating, and qualitative changes are brewing.

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