Shulou(Shulou.com)06/02 Report--

With the advent of "Black Swan", smartphone manufacturers have encountered unprecedented difficulties at the start of 2020.

IDC, a data analyst, predicts that shipments in the domestic smartphone market will fall by more than 30 per cent in Q1 in 2020.

But Black Swan is not without a solution.

Nasim Nicholas, who proposed the concept of "black swan". Nassim Nicholas Taleb also coined the term "anti-vulnerability" to describe things that can survive unscathed even in the worst of circumstances in unexpected encounters with black swans.

Glory is the unique "anti-fragile" brand in "the most difficult start in history". In the just past Women's Day e-commerce carnival cycle, Glory V30 series won the top sales of Android phones on JD.com, Tmall and SUNING, with a range of 3000-4000 yuan.

To put it another way, if people's panic about the "black swan" comes from their own fragility and uncertainty, then "anti-vulnerability" has become a rare quality in the current situation.

The glorious "anti-fragility" move is worth examining.

"Anti-fragility"

The reflection arc of smartphone manufacturers is a little too long for them to cry out because of the epidemic.

The slump or even negative growth of the global smartphone market has long been the sword of Damocles hanging over the heads of manufacturers.

China's smartphone market fell by 10% in 2019, which was made worse by the outbreak.

However, under such a continuous blow, Glory mobile phone business has shown a particularly strong posture.

In 2019, Glory became the only mobile phone brand other than Huawei to grow against the trend in a shrinking market. In January of 2020, GfK data showed that Glory was the number one in domestic online sales, while overall sales ranked fourth and third.

The sudden outbreak did not hinder the pace of growth. Not long ago, Honor President Zhao Ming revealed on his social media that Glory resumed work in February, which is still growing rapidly every week, even exceeding that of the same period last year.

Triple torque

In general, Glory has a strong "anti-fragility" force with three special strands of rope.

The first is the bridgehead of 5G commercial occupancy.

It must be admitted that although the epidemic "black swan" has impacted the entire consumer market, the increase in online activities and the objective demand for work and study have also directly brought about the hard demand for mobile phone purchases and updates. With the popularity of 5G, 5G is obviously an indispensable element when consumers consider buying mobile phones.

In the 3000-4000 yuan gear, the 5G solution of the Glory V30 series is undoubtedly extremely leading.

On the one hand, the Glory V30 PRO carries a fully integrated 5G SoC chip, a year and a half ahead of its competitors. Compared with the plug-in solution, the integrated 5G baseband can better ensure the stability of communication.

With the help of SA/NSA dual network, Glory V30 series supports three major operators with six frequency bands, and there is no need to change phones frequently in the future 5G construction process, and the "preservation rate" of mobile phones is even higher.

Second, it is outstanding sharp scientific and technological innovation.

It is true that the replacement of mobile phones is a rigid demand, but in the 3000-4000 yuan gear, in addition to the basic performance, users are bound to comprehensively consider the functions and innovation of mobile phones.

At this time, Glory has always adhered to the "sharp technology" route, through cooperation with the industrial chain to achieve technological innovation, a lot of self-developed technology, but also let Glory V30 series highlight the difference with the market products.

For example, the image capabilities that users pay most attention to, Glory has created a breakthrough camera matrix Matrix Camera on the V30 series.

Instead of adopting the traditional thinking of stacking photosensors, blindly pursuing the "rolling" of the number of pixels, but through software and hardware co-development, on the Glory V30 PRO, featuring SONY IMX600 RYYB 40 million pixel super photosensitive camera, superimposed innovative RYYB filter matrix, exclusive 16:9 custom sensor, movie-grade five-axis video anti-shake and professional-grade frequency HDR ability, etc., comprehensively improving the phone's photosensitive ability and image performance.

The core components are inseparable from the support of supply chain partners, but the "sharp technology" strategy also makes Glory no longer define the upper limit of products by the level of the supply chain, and fully optimize, arrange and combine the product experience to achieve better results. this is also the part that reflects the scientific and technological strength of the enterprise, and it has also been able to pull apart from the competitive products at the beginning of 5G and become 5G popular style.

Third, the idea of rejuvenating the trend of science and technology.

Another indispensable factor for the selection of 3000-4000 yuan stalls is brand value.

Glory has been positioned as a testing ground for younger people and newer technologies since it was born. Over the years, instead of blindly fighting a price war, we have focused on innovation and technology, and let Glory plant the seeds of a technology trend in the hearts of high net worth young users.

Through in-depth optimization of young users' high-frequency usage scenes, such as video, games, smart home and other applications, Glory continues to make young people feel the pleasure of surfing the Internet standing on the wings of technology through GPU Turbo, super-photosensitive AI HDR+ and other technologies, combined with hardware performance upgrades.

Reflected in the market, young users in first-and second-tier cities will become the main force of glorious net increase in users in 2019.

The danger of the sword of Damocles is thus resolved by glory. With the continued recovery of 5G replacement enthusiasm, there is reason to believe that Glory sales will continue to increase in the future.

The triumph of long-term value

Of course, after bidding farewell to the beginning of the epidemic "Black Swan" at the end of the year, Glory is bound to usher in new challenges.

As industry insiders say, the urgent self-help of intelligent manufacturers and the high-end layout of some brands will make the competition for 3000-4000 gear more tense in 2020.

Can the glorious "anti-fragility" last? Maybe it can be traced back to the core values of glory.

First of all, it is the attitude towards facing difficulties.

As early as 2019, Zhao Ming, President of Glory, announced on GMIC 2019 that the first year of 5G commercial business was a year of "strong wind and strong grass", and the way chosen by Glory was to respond to technology and put forward the strategy of sharp technology.

Relying on Huawei's large platform system, adhere to independent research and development, use technological exploration to find a new direction for industry innovation, and deliver new product value for users, rather than being limited to the idea of "price increase + take = high-end".

From this choice of "self-discipline", Glory transcends the thinking of "the necessity of innovation", releases excess energy from technology, and has additional technical power to achieve the best performance in the field of subdivision.

Oweid, an ancient Roman poet, believed that it was difficulties that awakened genius. "when life gives you a bitter fruit." Glory also proved his tenacity in the high wind.

In addition, values not only reflect the choice of their own path, but also reflect the attitude of external competition.

If enterprises want to maintain their "anti-vulnerability" in the crisis-ridden business, they need to constantly improve themselves, rather than thinking too much and doing too little.

For example, in the face of competitors' marketing war of words, Honor always maintains a restrained attitude. Externally, Zhao Ming, president of Honor, called on "hope that all competition can revolve around products and technology, not to attract fans and users, and never encourage mindless black or aggressive behavior." Internally, Glory is firmly product-oriented and technology-based. The growth of glory against the trend is the best example. When people think of their contrasted competitors, they find that the "monkey-playing" story of "futures mobile phone" is staged again, not only the sales volume can not catch up, but also the brand trust has been hit in the face again.

Nowadays, the competition among domestic smartphone brands has proved that when one person has anti-vulnerability, it is vulnerable to others.

Growth does not depend on the mouth, but on the real product power and brand sense.

The fluctuation of species has been described in the theory of evolution-if the environment is completely stable, all species will continue to reproduce. But if the environment is unstable, it is bound to allow genes to go through a round of survival of the fittest, allowing the best individuals to reproduce in order to improve the adaptability of the entire species.

On the other hand, Black Swan is a ruthless test for everyone, and the growth of glory shows that there are always people who are better suited to thrive in the jungle. "Anti-fragility" is a kind of competitiveness in itself.

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