Winning the first place in China's mobile phone market in Q1, Honor's 'ambition” has surfaced

On April 25, International Data Corporation (IDC) released the China mobile phone market tracking report for the first quarter of 2024. Data shows that Honor won the first place with a market share of 17.1%; Huawei, after its full comeback, ranked second, OPPO, Apple and vivo ranked third to fifth respectively, and Xiaomi fell out of the top five for two consecutive quarters.

It is worth noting that Honor ranked first in the Android camp in the Chinese market shipment rankings in the fourth quarter of 2023 and the whole year of 2023. Since the strong return of Huawei mobile phones in the second half of last year, the market has been hotly discussing that Honor will be the most affected. However, judging from the market data of the past two quarters, Honor has not been affected. Instead, it has gone one step further and jumped to the first place in the overall domestic market share. It provides a key boost for the recovery of the smartphone market. As IDC analysts said:

Thanks to the good market performance of Honor and Huawei, the overall Android mobile phone market grew by 9.3% year-on-year.

In addition, relying on the excellent performance of the new generation flagship product Honor Magic6 series and folding screen family, Honor has established a firm foothold in the high-end market and achieved high-quality development. IDC said that Honor’s market share in the high-end market above US$600 has increased significantly, with shipments increasing by as much as 123.3% year-on-year. At present, China's high-end smartphone market has formed a pattern of three top players: Honor, Huawei and Apple. believes that with the evolution of new technologies, new markets, and new needs, Honor will burst out with more amazing power and become the most noteworthy "X change factor" in the seemingly stable "top three" pattern. Why? Because "the victor follows the path and cultivates the path" and "it must be based on the situation of the time, so it is easy to become powerful". Honor's ability to go further in the fierce market competition must be because it has seized the "trend of the times" in advance. This "trend of the times" is the popular technology that has started a new round of innovation cycle - AI. The importance of AI to today’s smartphone market is self-evident. IDC has predicted that the share of new generation AI mobile phones in the Chinese market will rise rapidly after this year, reaching 150 million units in 2027 , the market share exceeds 50%. At the beginning of this year, Honor was ahead of the industry in giving the only answer: Thanks to platform-level AI and Magic large model, MagicOS 8.0 brings a human-computer interaction experience based on user intent recognition, and is available on the Magic6 series of mobile phones. It was first launched in China and received wide acclaim. 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. In fact, 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, the 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 geofences 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. This is why Honor was able to take the lead in completing the actual implementation of AI mobile phones before its peers proposed the concept of AI mobile phones.

If we look back at Honor’s development in the past few years from today or later, we are definitely leading the industry in terms of AI strategic layout and insights into the future. This also allows our layout in AI today to be ahead of all manufacturers.

When talking about the layout of AI, Honor CEO Zhao Ming also said the same. In Zhao Ming’s view, the AI ​​craze that has been launched in the mobile phone industry in the past two years is essentially the same as the industry’s pursuit of technology trends for many years. Mobile phone AI is not the same as AI mobile phone. Terminal manufacturers should clarify the focus of AI technology. AI mobile phones need to make AI technology the foundation, so as to reconstruct and enable mobile phone applications, operating systems, user experience, and business logic so that they can be used everywhere. Not here. To this end, based on years of deep experience in AI, Honor has summarized a four-layer AI architecture that can summarize its own capability layout and the current status of the terminal industry. At the Honor spring flagship new product launch on March 18, Honor further clarified its strategic direction in the AI ​​field, released a full-scenario AI-enabled strategy and proposed an AI four-layer architecture, becoming the only manufacturer in the industry to implement a four-layer layout at this stage. , specifically: 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 between mobile phones, tablets, PCs and other devices. shared;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 It 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 realizes AIGC and network under the premise of ensuring user privacy and security. Presentation of network-side AI such as large 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. At present, the development of AI mobile phones is still in the initial stage of exploration. Different manufacturers also have different understandings and definitions of AI mobile phones. Feedback from consumers and the market will be one of the reference standards for judging the forward-looking nature of the technology. From this perspective, Honor mobile phones, the first choice of consumers, are using AI innovation to redefine the competitive landscape of the industry: the Honor Magic6 series, which has an interactive experience based on intent recognition, first launched in the first quarter, and its shipments exceeded that of the previous generation before it was first launched. The sum of shipments in the two quarters; Honor Magic V2, equipped with platform-level AI, has grown rapidly in the folding screen market since its release, with a year-on-year increase of 675.4%. Coupled with this time, Honor won the first place in the Chinese market in Q1, and the positive feedback from consumers and the market undoubtedly verified the correctness and leadership of Honor's AI strategy to a large extent. Of course, Honor’s AI leadership is also inseparable from its continuous cultivation and investment. As of now, Honor’s accumulated AI R&D expenses have reached 10 billion, and it has produced more than 2,100 AI patents. In addition to AI phones, on the new MagicBook Pro 16, Honor will also introduce the leading AI experience on the device side to the PC side, allowing AI phones and AI PCs to develop collaboratively, continuously broadening the boundaries of AI-enabled devices. In the future, as more terminals introduce AI technology, it will also bring unlimited potential and imagination to Honor’s full-scenario smart ecosystem. In addition to proactively seizing the "trend of the times" of AI, Honor has been able to grow steadily and take the first place in the Chinese mobile phone market in the context of Huawei's return. This is also due to their advanced technologies in communications, battery life, screens, and glass. Comprehensive innovation and leadership in , imaging and other fields. This can be seen from the previously released Honor Magic6 series of new phones. In terms of communication, the Honor Magic6 series has the Honor Hongyan communication solution that reconstructs the direct connection satellite communication solution for mobile phones; in terms of battery life, the Honor Magic6 series uses the newly upgraded second-generation Qinghai lake battery; in terms of screens, the Honor Magic6 series has the industry-leading Oasis eye protection screen, including the Honor Magic6 Ultimate Edition, Honor Magic6 RSR Porsche Design and the laminated Oasis eye protection screen jointly developed with BOE, the industry's first dual-stack series OLED architecture, and King Kong Rhinoceros glass based on the second-generation nanocrystalline glass technology, has become the industry's first mobile phone screen glass to pass the Swiss SGS multi-scenario gold label five-star scratch-resistant and drop-resistant certification; in terms of imaging, the industry's first based on car specifications The SLR-level super dynamic Eagle Eye camera with LOFIC-level technology allows us to see that smartphone images can also achieve a dynamic range close to the human eye... In the main segmentation related to the core experience of smartphones In all fields, Honor has innovative technology layout that leads the industry. The birth of each of the above innovative technologies is inseparable from the joint creation of "chain owner" Honor and the industry chain. In addition, its open and sharing attitude also allows the industry to quickly follow cutting-edge technologies, truly allowing more consumers to enjoy the enhanced experience brought by the popularization of technology. Apart from Honor, we have not seen another such "leader" in the industry. Seeing this, I believe everyone can fully understand why Honor can be so "stable". Against the background of Huawei's return and increasingly fierce competition, it can still win the crown of No. 1 in the domestic mobile phone market. Compared with being the “first” in the market ranking, we have always believed that as an indispensable leading company and a chain-owner technology powerhouse in the smartphone industry chain, Honor moving forward side by side with its partners in the industry chain contains more Great industrial value - Behind every technological breakthrough is the promotion of the development of the entire industry chain. Just like what Honor CEO Zhao Ming said in an interview before:

The number one in the market comes and goes, but can your true core capabilities and the foundation and cornerstone you have laid guarantee your success? Keep doing the right thing. For Honor, what we focus on is whether we are doing the right things and (whether we are executing) the correct business logic every day.

Building core AI capabilities represented by platform-level AI and exploring the integration of AI technology with smart terminals, operating systems, and user experiences are exactly what Honor has identified as the “right thing” at this stage. With the continuous deepening of the AI ​​four-layer architecture layout, Honor's ambition is obviously not only to be "first" in the market ranking, but also to break the current technological development stereotypes, rebuild the industrial innovation system, and generate more imaginations about the future for the industry. .

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