Honor currently has similarities with Huawei in design, in fact, because Honor has a lot of people from Huawei, you let them completely abandon their previous works, it is difficult to create another product, and Honor is also using Huawei's supply chain. At the level of executives as we know it, Fang Fei, president of Honor's product line, was the head of huawei's Nova series before, and Wan Biao, the chairman of Honor, was the former head of Huawei's supply chain.
Although the glory official does not admit that the product is disconnected, this is to harvest Huawei users, so that others feel that the glory mobile phone is a Huawei mobile phone, but the offline market is like this, we can hear such words in the mouth of the offline shopping guide" This honor mobile phone is a Huawei mobile phone, they are a family." Honor CEO Zhao Ming also recently said that there will be some inertia after the independence of Glory.
Glory's problem now is that it is not good to do high-end, but the price wants to rise. Because only high-end has high profits, the current idea of glory is expected to be close to Huawei to do products, especially high-end products, online is more so hope to be able to undertake Huawei users, after all, Huawei does not have 5G new machines, if you can let this part of the users because they can not buy Huawei and choose Glory, then this will also be a very large volume, the market is very impressive.
In addition, now Honor has become an offline brand, rather than an online Internet brand, and needs more profits to support. Zhao Ming himself has also said glory many times, now more than 70% of sales come from the offline market, and we know that the offline market has more channel providers and shopping guides than the online market, they also need to share profits, according to the previous data show glory, now there are 30,000 offline stores in the country.
But if you carefully observe, you will know that now Honor has not launched some flagship stores like Huawei, which is mainly because the current Honor mobile phone, although it has rebounded in the domestic sales market, but mainly relies on low-end products, the sales of high-end products are not enough, and the profits of Honor mobile phones are not enough to support the opening of these high-end brand flagship stores, so this has further intensified the need for Glory to complete the layout on high-end products.
However, Honor overestimated its brand recognition in the market, and when the price of Honor mobile phones increased significantly, it was easy to be abandoned by users. Because Honor was previously a sub-brand of Huawei, the main responsibility is the Internet online market, doing some cost-effective products, most of the users who buy these products are relatively limited budgets, honor has not yet had a high-end user base like Huawei, so this is the biggest difficulty that Honor is currently encountering.
From the product, it is Glory's own products that are not polished as the Huawei P series or Mate series, and have their own characteristics. Because if you want to stick close to Huawei, but it is easy to have a problem, that is, it is easy to be compared with Huawei, and Huawei's P series and Mate series users, after using Huawei's high-end products, if you experience your glory products, if your glory products have some product defects, it is easy to be detected, which is easy to lead to user disgust.
As for Glory wants to attract users of other mobile phone brands to buy, this difficulty is even greater, because Glory now does not have Huawei's Kirin chip, nor does it have Huawei Hongmeng system, which is similar to other mobile phone manufacturers, without a feature point, and the price is actually not cheaper than other mobile phone manufacturers.
Glory from Huawei independent, the current release of more than two dozen mobile phones, and no product can really make Glory in the high-end smartphone market to fire the first shot, although there is Huawei's aura, but can not reach the height of Huawei, but the price is all the way up, and the previous main cost-effective Glory brand positioning is the opposite, the current Glory mobile phone in the product cost performance is not even as good as OPPO and vivo.
I once saw such a statement, Honor wants to do low-end products too easy, and make a high-end brand, this is Glory's only KPI. But from the current situation, glory does not seem to be able to complete the assessment of this KPI.