High end advantages of domestic mobile phones are highlighted, and folding screens activate new momentum for industry development

Tech 2023-09-16 23:43:12 Source: Network

In nature, the blooming of a flower does not herald the arrival of spring, but when flowers bloom everywhere, the vibrant spring truly begins. The natural ecosystem is the same, and the commercial ecosystem is the same

In nature, the blooming of a flower does not herald the arrival of spring, but when flowers bloom everywhere, the vibrant spring truly begins. The natural ecosystem is the same, and the commercial ecosystem is the same. For any industry, benign competition from big players will bring more vitality and value, thereby injecting new momentum into the industry's upgrading and upgrading.

In the intelligent terminal industry, there has recently been a scene of "a hundred flowers blooming and spring blooming". On September 12th, local time in the United States, the iPhone 15 series showcased its true appearance, achieving comprehensive switching of Type-C interfaces and multiple other "firsts". Following the early release of Huawei Mate60Pro after sales, Huawei MateX5 has recently launched a low-key pre-sale. Honor, as the only Chinese technology brand in the past three years to give an opening speech at IFA, has launched a blueprint for the future evolution of the consumer electronics industry with two foldable screen products.

The intelligent terminal industry is under the spotlight

It is undeniable that the new generation iPhone 15 series has undergone the largest upgrade in terms of appearance and hardware configuration in recent years. For example, the entire series is paired with the "Lingdong Island" design, using a periscope lens and fully switching Type-C interfaces. The upgrade of chips, changes in mute paddles, and new color schemes have also made this year's iPhone 15 series more attractive than last year's iPhone 14 series.

However, IDC China Senior Analyst Guo Tianxiang also admitted that although Apple's new product series has seen many "first time" improvements, as Android manufacturers continue to invest more in flagship products, the iPhone 15 series will undoubtedly face greater challenges, which is highly likely to change the situation in which Apple has been on top of the high-end mobile phone market in China (priced at over $600) in the past few years.

Indeed, looking at the high-end mobile phone market in China, it has also been in the spotlight recently. Huawei's low-key launch of the Pioneer Program has enabled its new flagship Mate60 series to continuously dominate global social media platforms for multiple days. Since its launch for two weeks, the series has been in a hot sales state, selling out immediately upon launch. According to industry forecasts, if production capacity is sufficient, the global sales of Huawei Mate60 series are expected to reach 50 million units.

On the global stage of IFA, Honor C opened and showcased its thinking on the evolution of the intelligent terminal industry through Honor MagicV2 and Honor VPurse. Among them, the closed 9.9mm thickness of Honor MagicV2 has entered the "millimeter level era" for the first time in the folding screen category, demonstrating Honor's "high score answer sheet" in the first technological dimension of lightweight folding screens. In addition to being lightweight and reliable, this product has also evolved in dimensions such as long-lasting battery life and health display, providing consumers with a "hexagonal" user experience without any shortcomings.

On the basis of practical value, Honor keenly recognizes that with the continuous development of the foldable screen category, the user experience required by future foldable screen users will not only be limited to this, but also the empowerment of emotional value is indispensable. Based on this, Honor VPurse's external foldable screen, which is thinner than 9mm, organically integrates technology and fashion, becoming a wearable fashion item. Users can change wallpapers and packaging chains according to their mood at any time, achieving free definition and showcasing themselves. And as foldable screens establish increasingly deep emotional connections with consumers, the intelligent terminal industry will undoubtedly give birth to a vast space for imagination.

This pioneering approach towards the future has been recognized by the IFA organizers as "representing the evolution direction of future consumer electronics", and Honor has also won the "Best IFA2023" award from 36 top global technology media. Several foreign media outlets have stated that a thinking and cognition has begun to form in Europe and even globally, which is "folding screen=glory", and glory is leading the folding screen.

At the recent Kaidu BrandZ China Brand Ceremony, it won the Innovation and Growth Star Brand Award at the Smart Terminal Circuit, becoming the first mobile phone brand to receive this honor. Kaidu emphasized in the Honor certification words, "In the wave of innovation in smart terminals, Honor is undoubtedly a challenger who continues to progress until evolution. Adhering to the innovative thinking of bringing forth new ideas through the old, Honor has been widely recognized by consumers through differentiated and rich products, intelligent experience services, and strong sense of corporate responsibility, and has entered the first tier of global smart terminals." It is not difficult to see from a series of recognition in the industry, The goal of building the strongest folding screen brand with glory is accelerating.

Press the 'Fast Forward' button to replace the straight board machine process with a folding screen

As the foldable screen category takes another step towards the unknown, a new exploration will undoubtedly advance its process of replacing straight panel machines and becoming the main machine. In fact, as a part of the high-end market, foldable screens continue to expand their market share with innovative exterior design and differentiated experiences. In this field that Apple has not yet ventured into, manufacturers such as Huawei and Honor are laying out in a competitive manner. According to Counterpoint data, from 2019 to 2025, the global composite annual growth rate of foldable screen smartphone shipments will reach 114%, with 2025 doubling from 2022 to 55 million units.

Although the folding screen performs brilliantly, compared to the straight panel machine, its thick and heavy appearance and limited battery life have also become a hindrance in replacing the straight panel machine. Based on this, the lightness and thinness of foldable screens have become the undisputed first technological force. The folding screen that consumers cannot refuse is to be as light and thin as a straight board machine, so the Honor folding screen divides the straight board machine in two. "Honor CEO Zhao Ming has repeatedly emphasized that Honor needs to create a straight board flagship in folding screen phones, a folding flagship in straight board phones, truly breaking the boundary between straight boards and folding flagship.

Behind the replacement of flat panel machines by folding screens, the breaking of the barriers between the two forms cannot be separated from a solid technical foundation, especially the deep cultivation of lightweight dimensions. Honor also recognizes that breaking ideological limitations and boundaries is more important than accumulating knowledge in technology. So, in order to truly achieve breakthroughs in the lightweight aspect, Honor chose to reconsider all aspects of design philosophy, materials, devices, and comprehensively reshape them.

Zhao Ming revealed that if there is no "reference answer" in the intelligent terminal industry, Honor will seek inspiration from multiple disciplines such as aerospace, geological research, and new energy materials, injecting more fresh thinking into the industry through cross-border efforts. For example, Qinghai Lake batteries have adopted new silicon carbon negative electrode materials, which have achieved an average thickness control of 2.72 millimeters while improving energy density, once again demonstrating the pioneering advantage of glory in the first technological power of folding screens - the lightweight dimension.

It is precisely based on sufficient technological thickness and bold creative thinking that Honor has gradually achieved a leap from progress to evolution on the folding screen track, taking steady steps towards the goal of becoming the strongest folding screen brand. When the folding screen category truly achieved subversion and reconstruction, and met a series of consumer expectations for it, there is no doubt that the process of replacing the straight board machine with a folding screen and leading to the main machine pressed the "fast forward button".

And this substitution trend is also reflected in market data. According to IDC's quarterly tracking report on mobile phones, in the second quarter of 2023, the shipment volume of China's foldable screen mobile phone market was approximately 1.26 million units, a year-on-year increase of 173.0%; In the first half of the year, 2.27 million units were shipped, a year-on-year increase of 102.0%. As first-tier manufacturers like Honor delve deeper into the layout of the foldable screen circuit, foldable screens will also quickly replace straight flagship phones and become the C-position in the high-end mobile phone market.

commonStart a new round of innovation cycle in the intelligent terminal industry

With the acceleration of folding screens becoming the main machine track and Chinese smartphone manufacturers taking on a new level of high-end strength, the current industry has arrived on the eve of the next innovation outbreak. Zhao Ming believes that with the continuous accumulation of numerous resources and technologies in the consumer electronics field represented by smartphones, as well as the development of a series of underlying technologies, the next "iPhone moment" belonging to smartphones is approaching.

Facing the new round of innovation cycle, it can be seen that Honor is systematically building systematic capabilities, continuously investing heavily in counter cycles, and facing market uncertainty with the certainty of strategic investment, laying a solid foundation for building the strongest folding screen brand. At present, Honor has established seven major research and development bases and over 100 innovation laboratories worldwide, supporting its strong innovation system. Over the past two years, Honor's R&D investment has accounted for nearly 10% of revenue.

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In fact, this trend is gradually becoming apparent. After the release of Apple's iPhone 15 series phones, IDC analysts stated that in the past few years, domestic Android manufacturers have adhered to the direction of high-end development, continuously increased research and development investment, strengthened deep cooperation with the supply chain, launched more customized and differentiated solutions, and continuously improved product competitiveness. Therefore, Apple's share in the high-end mobile phone market in China is showing a continuous narrowing trend. In the future, as domestic Android manufacturers strive to establish their own high-end product rhythm and brand image, Apple will face greater challenges in the high-end mobile phone market in China.

Analyst Guo Mingqi has also mentioned that "Huawei's return is a good thing for consumers, as it will force Apple out of its comfort zone and drive its active innovation." On the day of the official release of the iPhone 15 series, Zhao Ming wrote on his personal Weibo account, "It's time to make a change." It's not hard to imagine that as Apple, Huawei, and Honor continue to launch new technologies and applications, The competition in the intelligent terminal market will also become increasingly fierce.

It is worth mentioning that in the folding screen track, Chinese smartphone manufacturers such as Huawei and Honor have played an important role in driving the growth of this segment of the market. A recent report released by research institutions shows that in 2022, the Chinese market accounted for 26% of global foldable screen shipments, and China has leapt to become the world's largest foldable screen smartphone market. With a mature supply chain and software ecosystem, close cooperation with Chinese internet partners, and constantly evolving product lineups, China has become a global leader in the development of foldable screen smartphones. In the future, Chinese smartphone brands will continue to lead the domestic folding screen smartphone market and further seize more market share through overseas expansion.

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