Sales of Honor foldable screen phone 618 increase by 179%! Behind the stunning battle report is the technological strength that cannot be hidden

The annual 618 Shopping Festival has passed, and now it’s time for major brands to release their war reports. Just after midnight on June 19, Honor released the 618 Ultimate Battle Report, which has many highlights.

In this Honor 618 ultimate battle report, the most eye-catching thing is the performance related to the Honor foldable screen phone. Because just on June 13, Honor just launched its first small folding screen mobile phone, Honor Magic V Flip, officially bringing together all-format products in the folding screen category. According to battle report information, this year 618, with multi-dimensional experience innovations such as thinness, reliability, battery life, communications, health display, and intelligence, the sales volume of Honor foldable screen mobile phone 618 increased by 179%. The just-released Honor Magic V Flip won the small folding screen category championship based on pre-sales alone. At the same time, Honor mobile phones as a whole also won the sales championship of Android mobile phone brands in the final 28 hours of JD.com’s 618. In addition, Honor 200 also became the sales champion of new products on all platforms, and Honor X50 GT It won the sales championship in the 1,500-2,000 yuan price range on JD.com, and the Honor X50 won the sales championship in the 1,000-1,500 yuan price range on JD.com & Tmall platforms during 618. It is no exaggeration to say that the strong performance of Honor’s folding screen family is setting off a storm of popularization of folding screen mobile phones in all directions. It’s not just 618. According to the latest report from market research organization TechInsights, in Q1 2024, Honor’s folding screen market share has ranked third in the world and Western Europe, and Honor’s year-on-year growth rate is the highest among the top three, reaching 480%. In the Chinese market, it ranks second. Specifically in the field of horizontal folding screens, Honor has ranked second globally, in Western Europe, and in China. Therefore, during 618, Honor’s dominance in the folding screen track was no accident. Seeing this, I believe some friends will be curious, what did Honor do right, so that they can rise rapidly in the folding screen market? Perhaps, after the previous Honor Magic V Flip press conference, Honor CEO Zhao Ming said something in an interview with the media that can answer this question:

Glory will Leading the development of many technological innovations and fields, including platform-level AI, global low-power consumption, all-time, full-screen display technology and folding screen mobile phones, Honor's innovative ideas can make the industry full of vitality.

Continuous innovation of products + technology, the reason why the Honor folding screen family is invincible

Yes, the innovation ability at the technology and product levels is the fundamental reason why the Honor folding screen family is invincible. For example, the Honor Magic V Flip small folding phone is an excellent example. In fact, before the launch of Honor Magic V Flip, the small foldable mobile phone market was in an embarrassing situation of declining instead of rising. According to IDC statistics, from 2019 to 2023, China's folding screen mobile phone market has grown by more than 100% year-on-year for four consecutive years. Among them, the share of small folds fell to 32% from 42% in the previous year. Is there a problem with the product form of a small folding phone? Not really. In the past, many small folding mobile phones launched by manufacturers generally had pain points in terms of battery life and folding life. More importantly, many small folding external screens were not very practical. Users would still unfold them and use them as a candy bar for daily use. The meaning of folding Big discount.

The value of the small foldable is precisely at the moment it is closed. We know that when it is closed, its value is maximized, and it is what consumers hope to see that is different.

Zhao Ming hit the nail on the head during the interview. Therefore, we see that the Honor Magic V Flip has the largest 4-inch external screen in the small folding industry, and also brings global low-power LTPO, the industry's first 0.1-120Hz adaptive refresh rate, as well as 1600nit global brightness and 2160Hz PWM dimming is completely done by using the external screen as the main screen. This is fundamentally different from the previous small folding device. At the same time, in terms of external screen interaction, Honor Magic V Flip also brings industry-exclusive "Little Red Book" video text partition interaction, "iQiyi" in-depth adaptation, and more than 40 It is deeply adapted to the external screen of a mainstream application, covering 80% of user scenarios, allowing users to "don't have to open it if they don't want to", truly maximizing the value of the external screen. In addition, Honor Magic V Flip has also solved all the pain points that Xiao Fold had in the past. For example, in terms of battery life, it is equipped with a combination of 4800mAh Qinghai Lake battery and 66W super fast charging, and this is achieved on the premise of an ultra-thin body with a folded thickness of 14.89mm and an unfolded thickness of only 7.15mm. In terms of the lifespan of the small foldable, Honor Magic V Flip uses Honor Luban hinges and Honor self-developed shield steel, plus an impact-resistant foldable inner screen, allowing the phone to pass through SGS high reliability folding quality certification. In short, the strong technology research and development and product innovation capabilities make Honor Magic V Flip truly a small foldable screen phone that can solve the actual pain points of consumers and is truly easy to use. A small foldable screen phone that can truly play its role market value products. This is why it was able to achieve a dazzling performance during the 618 period when it was just launched. Of course, it’s not just the latest Honor Magic V Flip. Previous products from the Honor Magic V2 series with large inner folds to the Honor V Purse large outer folds are models of product and technological innovation, such as the Honor Magic V2 unfolded 4.7mm , with a thin and light body of only 9.9mm when folded, it is still unsurpassed in the industry. No wonder Honor CEO Zhao Ming was able to confidently say in an interview:

Honor has completed the technical reserves of all folding screen categories.

Planning ahead in the AI ​​era, Honor moves towards a new stage of high-endization

According to a report by the data research agency IDC, in the first quarter of 2024, China's folding screen mobile phone market will continue to maintain rapid growth. , shipments reached 1.86 million units, with a year-on-year growth rate of an astonishing 83%, fully demonstrating the huge potential and vitality of this market segment. At the same time, what cannot be ignored is that the strong momentum of the folding screen mobile phone market is still a side effect of the impact of domestic mobile phones on the high-end market. Looking at the strong performance of Honor's folding screen mobile phone family in this context, it undoubtedly has more important significance, that is, it accelerates the popularity of folding screens through leading innovation, and can further lead the domestic smartphone market to break through staged bottlenecks and move towards the real high-end oriented, high-value market leap forward. In 2024, in addition to the folding screen technology itself, if there is any other technology that can help domestic mobile phones enter the high-end market, it can only be AI. At this point, the just-released Honor Magic V Flip is actually also reflected. It is enabled by AI, allowing the small folding external screen to become more understanding of users with more use. For example, it supports the industry's exclusive external screen breath wake-up capability, allowing direct interaction without a wake word. It also uses AI features to turn small foldable phones with external screens into smart recording pens, recording audio and text simultaneously, and displaying them on the external screen at the same time, making it more efficient. . There are also functions such as external screen smart capsules, which provide service information based on user intentions at a glance. If you pay attention to Honor, you will find that their layout of AI is the earliest in the industry. In 2016, Honor took the lead in introducing the AI ​​concept into mobile phones and released the industry's first artificial intelligence mobile phone, Magic Generation. It used the Magic Live smart system to bring a prototype experience of platform-level AI, opening the door to mobile phone intelligence and moving towards the Honor AI 1.0 stage. The glory of the brand after independence anchors the development direction of platform-level AI technology, allowing AI to enable personalized full-scenario needs. For example, MagicOS 7.0 released in 2022 can be based on geofencing and user habits. and other information to proactively provide suggestions, guidance and services, starting the Honor AI 2.0 development stage. Now Honor's AI layout has entered the 3.0 stage. By introducing the ability of large-scale models on the device to improve the accuracy of understanding the user's true intentions, and creating a better experience through device-cloud collaboration. For example, at the beginning of this year, Honor is ahead of the industry in the field of AI mobile phones. Thanks to platform-level AI and Magic large models, Honor has brought a human-computer interaction experience based on user intention recognition on MagicOS 8.0, and in the Magic6 series It was first installed in mobile phones and received widespread praise. With the launch of the system upgrade plan, many folding screen mobile phones previously released by Honor have been recognized by the market and users, and sales have soared. Facing the surging new era of AI, Honor’s philosophy and strategy are also clear and firm. In an interview, Zhao Ming said:

Honor firmly believes that all mobile phone manufacturers and brands in the future Everyone will move towards Honor's client-side AI, the direction of platform-level AI and the entire business logic and strategy. It is no exception. This was our firm development path and direction half a year ago or even a year ago.

Correspondingly, Honor clarified its "AI four-layer architecture strategy" in the field of AI in March this year, becoming the only manufacturer in the industry to achieve a four-layer layout at this stage. Specifically, It includes: The first layer uses AI to enable cross-system and cross-device integration, allowing different operating systems to make decisions through AI, and realizing seamless connections and data sharing between mobile phones, tablets, PCs and other devices. ; The second layer uses AI to reconstruct the operating system, so that the terminal understands you better and becomes more usable the more you use it. For example, MagicOS 8.0 brings a human-computer interaction experience based on intention recognition based on platform-level AI capabilities; The third layer is the application of AI on the device side, such as application-level AI such as cutout, photo rendering, document summarization; The fourth layer is the device-cloud collaboration of AI, which is based on the premise of ensuring user privacy and security. Realize the presentation of network-side AI such as AIGC and large network models on mobile phones. This key strategy not only summarizes Honor’s development ideas, but also provides a systematic innovation direction for the overall development of the mobile phone industry. And consumers are also voting with actual actions. In IDC’s China mobile phone market tracking report for the first quarter of 2024, Honor won the first place with a market share of 17.1%. At the same time, according to the analysis agency Canalys announced the ranking of manufacturers in the price segment above US$600 in the global market in the first quarter of 2024, Honor entered the top five in the global high-end market for the first time, while in the domestic market it was Honor, Huawei and Apple. Coupled with Honor’s impressive achievements during this 618 period, these fully reflect the correctness and leadership of Honor’s AI strategy, and also prove once again that only at the technical and product level By constantly seeking innovation and breakthroughs and focusing on user experience, consumers will spend real money to support brands they trust.

Conclusion

The bustling 618 is about to pass, but Honor’s evolution to a globally competitive high-end brand has not stopped. In other words, 618 is an opportunity for us to once again see the results achieved by Honor leading industry innovation. They have created unique brand assets through continuous investment in the two core areas of folding screens and AI, and now, These efforts are reaping the expected rewards. And Honor is accelerating the process of high-end and globalization, moving towards a new development stage facing the future.

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