"With the recovery of supply, the domestic rebound curve exceeds everyone's imagination and expectations, and I believe that the overseas rebound curve can be just as beautiful." Honor CEO Zhao Ming said this in a recent interview.
Yes, Honor has stepped out of a "deep V" rebound curve in the domestic market: the domestic market share has rebounded from 3% to 16.2%, just one step away from the highest level in history. After the domestic market recovers, Glory's next goal is to carry out overseas market layout.
Honor in the domestic market out of the deep V rebound
On October 26th, Glory is in action! The Honor 50 series was released simultaneously in many countries in Europe, Africa and other regions, and made intensive appearances. The Honor 50 and Honor 50 Lite models released to overseas users are the first products released in the global market after Honor independence, and will be sold in France, Britain, Germany, Italy, Spain, Belarus, Saudi Arabia, Egypt, Iraq and other countries in early November, and will land in more than 40 overseas countries in the future.
Honor 50 German press conference site
One shot is to strike high, full bloom, and break through the bamboo. The question that the industry is concerned about is: Can Honor replicate the domestic V-shaped rebound curve in overseas markets?
Honor 50 Spain press conference site
It is not only to restore cooperation, but also to create a win-win situation
Compared with the domestic market, the difficulty of overseas markets is obviously not in an order of magnitude.
The basis for Honor's efforts is, first of all, to restore the upstream supply chain and downstream sales channels that were previously stagnant for reasons that were well known.
This is also what Glory focused on after independence last November. In the supply chain, Honor's series of intensive actions can be seen:
In January this year, Honor announced the resumption of cooperation with AMD, Intel, Micron, Samsung, Microsoft, MTK MediaTek and other supply chain manufacturers.
On May 21 this year, Honor established a strategic cooperative relationship with Qualcomm. Honor 50 series world premiere Qualcomm Snapdragon 778G, at the Honor Magic3 series conference, Qualcomm President and CEO Ammon through remote video "airborne" conference site. During the overseas press conference of the Honor 50 series, Qualcomm executives in many European markets were also invited to attend and deliver speeches on the platform, which marked the deepening of the strategic cooperation between Honor and Qualcomm.
Qualcomm EMEA executives collectively stand
On September 16 this year, Honor signed a strategic cooperation agreement with Microsoft. The two sides will carry out in-depth cooperation in various fields such as artificial intelligence and terminal products...
"The layout of the global industrial chain is an important driving force for honor's rapid growth, and honor's supply chain is 100% resuming cooperation." Zhao Ming said so.
Another important factor in the development of Honor's overseas market is the recovery of channels and retail systems. In this regard, Glory is also progressing rapidly. It is understood that at present, Honor has fully resumed cooperation with major mainstream operators and channel providers, including Vodafone, Telefonica, Fnac, Orange, Esprinet, Telcel, AT&T and Amazon. The Honor 50 series mobile phones, which were officially launched in the global multinational market in November, will be sold simultaneously through online and offline channels.
In the author's opinion, one of the important reasons why Glory can resume cooperation with supply chains and channels in such a short period of time is Honor's unique way of cooperation.
In cooperation with the global supply chain, Glory is not a simple procurement, but a co-creation, Glory through continuous technology research and development, and global supply chain manufacturers to create value. This can be seen from the glory magic3 series in the adjustment of the Snapdragon 888 Plus chip and the release of AI capabilities, the cooperation between glory and supply chain manufacturers is a bit like the master tricks in martial arts novels, and glory's powerful internal strength can inspire supply chain manufacturers to exert all their strength and contribute better products together.
In the cooperation with global channel partners, Glory is also not a simple supply, but adhering to the channel concept of "having friends, having a future", and achieving a win-win situation with channel partners. Looking back on the seven-year development history of the Glory brand, no matter how the market trend changes, Honor has always been in the same boat with its partners, providing them with the best quality products, giving sufficient space, and accurately implementing policies with market trends, so that all partners and Glory can achieve a win-win situation. Last year, when Glory was independent, more than 30 Glory channel partners launched the industrial chain to save themselves and become new glory shareholders, which is the embodiment of the close relationship between Glory and channel partners.
With the full support of upstream global supply chain and downstream channel partners, Glory's efforts in overseas markets are stable.
Why is the V-shaped rebound in overseas markets in sight?
The reason why the author is optimistic about glory's V-shaped rebound in overseas markets is that from the perspective of glory's domestic market rebound, glory has great uniqueness. And this uniqueness can be well copied to the expansion of overseas markets.
The enterprise energy model provides a good overview of the relationship between products, marketing and channels. The business activities of enterprises are a process of energy production and energy conversion. Product production potential energy, marketing and channels convert potential energy into kinetic energy. Making products is like pushing a boulder up the mountain, the process is difficult, but with a good product, you will also get extremely strong potential energy. Marketing and channeling is to reduce the resistance, so as to better convert the potential energy of the product into the momentum of market development.
Therefore, in the market development, product force is the core, marketing force and channel force is an important guarantee, there is no good product force, there is no potential energy, marketing and channels are good, can not form a strong kinetic energy.
The development model of Glory reflects this very well. Honor adheres to the ultimate productism of two-wheel drive, that is, on the one hand, listens to the real voice of consumers and makes products based on consumer experience; on the other hand, it increases investment in technology, adheres to breakthrough innovation, and leads consumer experience upgrading through cutting-edge technology.
This is also the reason why Glory has previously grown from scratch and become the well-deserved first Internet mobile phone, and the reason for the Jedi rebound in the domestic market in the past year, that is, Glory has won market respect by continuously improving product strength and using products and innovation.
In overseas markets, although consumers have different countries, different nationalities, and different needs, the demand for good products is consistent. Honor's continuous insight into consumers, so that they can accurately understand the needs of global consumers, coupled with continuous investment in research and development, can make products favored by global consumers, which is the basis and support for Glory's V-shaped rebound in overseas markets.
Take the Honor 50 series released in overseas markets this time, which is the representative of Honor's product strength. Taking the Honor 50 as an example, the world's first is equipped with Qualcomm Snapdragon 778G processor, with 100 million pixel ultra-clear images, 100W super fast charging, 1.07 billion colors, 120Hz refresh rate OLED super curved screen and other excellent configurations, as well as the first snow crystal, ink jade blue, bright black, honor password and other four different styles of color matching and excellent design, in overseas markets is inevitable to sell well. When it was released in the domestic market, the Honor 50 series exceeded 500 million yuan in sales in one minute after the official sale, and created a new sales record online and offline on the day of the first sale, honor 50 continued to sell hot in China, and the single product continued to maintain "domestic Android mobile phone sales TOP1", which also helped Glory to get out of the beautiful rebound curve in China.
It is understood that Honor has set up 4 major R&D bases and more than 100 innovation laboratories around the world, which allows it to gather the world's best technical forces, coupled with the cooperation of the global industrial chain, it is also a guarantee for the continuous improvement of product strength.
Therefore, with good product guarantees, and the good cooperation between Glory in the global supply chain and global channel partners, it can be expected that the Honor 50 series with strong potential energy will be able to break through the bamboo and help Honor rebound in overseas markets with strong momentum.
Postscript: Glorious long slopes with thick snow
Buffett once used the "snowball" metaphor for the standard of a good company, the first is to have a long slope, and the second is to have thick snow.
Glory is like this, relying on the ultimate productism of two-wheel drive, accumulating thicker and thicker snow, and this thickness continues to bring surprises. For example, the recently released multi-main camera fusion computational photography technology has created a new direction of computational photography in which different main cameras work together, and even surpassed Apple for the first time in computational photography technology.
Through co-creation with the global supply chain and win-win cooperation with global channel partners, it is inevitable that Glory will replicate the deep V rebound curve of the domestic market in overseas markets, which constitutes a long slope. Moreover, the overseas market and the domestic market will promote each other, and the successful expansion of the overseas market will continuously enhance the brand potential of glory and promote the development of glory in the domestic high-end market, and vice versa.
This long slope also lies in the development of glory in the field of all scenes. With the full restart of the glory overseas market, the current glory is no longer the same as that year. The new glory can be summarized by three "full": covering all scenarios, facing all channels, and serving all people. In particular, these three "all" can also be superimposed, for example, in the overseas market, Honor is through online and offline omni-channel attack, and in some overseas markets to bring glory MagicBook series and other "1 + 8 + N" products. This superposition will make glory open up a larger market space and the slope will become longer.
As a result, Glory will be able to achieve "long slope thick snow", like a snowball will roll the market this "snowball" bigger and bigger, the same brand potential energy will also roll bigger and bigger, towards the goal of becoming a "global iconic technology brand" to accelerate the pace.
As Zhao Ming said, "The development of the mobile phone industry has never been a game to the top, but a long march of science and technology. Our goal is to be a great company that wins the respect of consumers and the market with products and innovations. ”