Sniper on Apple and Encounter Huawei's Return, Proud or Dangerous? Honor: I'm too difficult

Tech 2023-05-19 14:38:10 Source: Network

In November 2020, Shenzhen Zhixin New Information Technology Co., Ltd

In November 2020, Shenzhen Zhixin New Information Technology Co., Ltd. acquired Honor.

This new company with a strong background in state-owned assets has given a huge halo of glory to the protagonist from the beginning. To this day, it has been two and a half years since the acquisition.

The grand listing plan announced last year has not been announced until today

Market winter, share decline

2023

Before the split from Huawei, Honor had the highest market share, around 15%, which is equivalent to returning to its original starting point.

Last year, Honor ranked first in China, mainly because Huawei's distributors did not sell smartphones and were betting that Honor could replicate Huawei's myth.

At that time, Huawei's mobile phone market share reached 35%, Honor 15%, and together, it occupied half of the Chinese market. It is not too difficult for these Huawei distributors to achieve a 20% market share in the short term. The challenge is how to maintain this share in the long term. Relying solely on distributors to boost performance is definitely not enough

Ambitious and hindered in hitting the high-end market

Honor used to be an online brand of Huawei, but there were few offline brands. After splitting from Huawei, he took over Huawei's distributors and suddenly transitioned from an online brand to an offline brand. This transformation is quite significant, and Honor is understaffed, making it difficult to balance online and offline simultaneously. Therefore, we have to give up online activities, and there are now very few online activities.

However, for a long time, Honor has been creating low-priced online brands, which were originally used by Huawei to benchmark Xiaomi. Suddenly, there has been a shift in consumer acceptance. So in the past two years, Honor has impacted the high-end offline market through Magic, and its performance has always been unsatisfactory. People still only recognize Huawei's Mate and P series in their hearts.

The situation is similar for the other few companies, OV Xiaomi has been persisting for many years, but it is still difficult to become a major trend, and high-end products cannot afford to sell. It is almost impossible for Glory to climb this high mountain in a short period of time

Leaving Huawei highlights cost issues

The cost of glory is a big issue.

Before splitting,Huawei's Kirin chip research and development costs are borne by the Mate series, camera multimedia related module research and development costs are borne by the P series, and communication patents are borne by Huawei Group. Honor basically does not spend a penny on these major costsAt that time, Honor had a natural advantage in cost, often pricing OV Xiaomi in almost identical product specifications.

Because at that time, Huawei phones were positioned at the high-end end, benchmarking against Apple in the global market. Glory enjoys the benefits of the big platform while enjoying the cool shade under the big tree, but has not developed its own muscles. Once split, the cost issue becomes apparent

Before the split, the business cycle of Honor was like this.

High cost performance chips from HiSilicon and module components from Huawei phones to produce high cost performance phonesConsumers are willing to purchase and generate high profits, and then invest in the next round of production. The entire cycle revolves around a significant increase in funds, with a growth rate significantly higher than the bank loan interest rate, which is a positive cycle.

However, after splitting, usingQualcomm's chip+industry general device production and OV Xiaomi's similar phones have significantly reduced profits, making it difficult to support the next round of product research and development, resulting in a negative cycle

Previously, Huawei made money on mobile phones mainly byThe mutual achievements of core chips and high-end mobile phones

The industry isApple and Huawei have reached this level

iphone pro max70%

Jihai tactics, fluctuating positioning in segmented markets

MagicXplay

In terms of mobile phone design, some products also have simple and rough feature stacking, with insufficient refinement and attractiveness to segmented users. As Huawei's halo gradually fades, users also slowly leave

Write at the end

OPPO20195

OPPO

Fully benchmark Apple, learn first and then surpass

2022740

Previously, Huawei was working hard, and there were reports that the Kirin A2 chip has already reached mass production capacity

Looking again, OV Xiaomi and Honor, before Huawei returns, who can take on the responsibility of being the leader?

Sniper on Apple, a market worth hundreds of billions of dollars, how much can glory get?

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