Shulou(Shulou.com)06/03 Report--

There are always some key events, at critical points, that will be the key to future human understanding of that day.

For example, some scholars believe that the Asian monsoon played a vital role in the rise and fall of dynasties in the history of Chinese civilization.

Thousands of years ago, in the early Northern Song Dynasty, the strong Asian monsoon brought food production and population growth; then the monsoon weakened, precipitation decreased, crop production decreased, leading to wars and peasant uprisings. The decline of the Tang, Yuan and Ming dynasties was also related to the massive decline of the Asian monsoon.

When these connections begin to unfold in front of people, it is like poking away the dark clouds all over the sky to let the world shine in the sun, making it easier to see the path of civilization.

To be able to correctly predict the trend of the evolution of things, whether in personal development, or the vitality of enterprises and industries, are very important.

At the Global Mobile Internet Conference (Global Mobile Internet Conference, referred to as GMIC), industry celebrities share their insights and trend judgments every year. Among them, Mr. Zhao, President of Glory, gave several keynote speeches, which accurately predicted the development trend of China's mobile phone market, and was also known as the "wind prophecy emperor" by people in the industry.

From "stupid birds do not wait for the wind" in 2015, "do not fear the wind to stop" in 2016, "it is appropriate to look ahead" in 2017, "always ride the wind and waves" in 2018, until "the wind knows the strong grass" in 2019, the "Wind system" speech has repeatedly won the industry's annual "required test".

In the face of the "most difficult start in history" in 2020, Zhao Ming's latest "wind system" judgment on GMIC 2020-"Spring breeze blowing waves is panning for sand" has also become the focus of the scientific and technological community.

In this special time background, what makes Glory fearless of "black swan" and smells the breath of "spring breeze"? Where is the vitality and potential of the mobile phone industry in the predicament? There are many stories that can tell us.

How can 5G turn the tide after the destruction of hurricane 2020?

An epidemic has caught the whole market by surprise. It is no exaggeration to describe the mobile phone market in 2020 in one sentence: "strong winds drive earthquakes, while ferocious thunder drives heavy rain".

Shipments in the domestic mobile phone market fell 36 per cent year on year in the first quarter of 2020, according to CICT. Omida predicts that the global mobile phone market may fall by 15 per cent for the whole of 2020. In Zhao Ming's view, this is not just a high wind, but a hurricane or even a tornado.

But the glory stabilized the body in the center of the withered storm. China's mobile phone market fell 10% by 20% in the first quarter, while Glory ushered in a very beautiful growth curve in mid-late February.

This momentum has something to do with its intensive new products, colliding with the 5G wave that is stepping into the rising cycle.

Data show that the three major operators plan to build 550000 5G base stations by the end of the year, and the mobile phone industry will become the direct beneficiary of the new infrastructure. It is estimated that for the whole of 2020, the total number of 5G package subscribers of the three major operators (according to annual report data) will reach 200 million.

Zhao Ming judged that when China's three major operators strengthen 5G network construction, the 5G popularity storm will come in a more violent form. In 2020, the development of 5G mobile phones is unstoppable on flagship and medium-and high-end phones.

5G is like a strong monsoon over the Pacific Ocean, with abundant precipitation, nourishing the industry and hope in this land. However, special opportunities are also brewing great changes. On this year's GMIC, Zhao Ming shared his judgment on the different pace of the 5G market.

First of all, the maturity of the industrial level can create the take-off of the 5G terminal market.

As a brand-new communication technology, 5G is bound to face many new adaptation problems and technical characteristics, and its terminal research and development is also a systematic project, which needs the development and maturity of chip processing technology, image, heat dissipation and communication technology. in order to really bring a really good experience to users.

This is also why, in the first half of 2019, some mobile phone manufacturers swarmed in the 5G market, and some even took the Qualcomm 5G base that only supported the NSA networking solution to bring "rush 5G", with few final results. Glory held its breath and didn't launch its first 5G flagship Glory V30 until the end of the year. With infrastructure, research and development, and the supply chain ready to give users a real sense of experience, Glory V30 also won the top mobile phone sales in the 3000-5000 price range of the entire platform during the double 12 period last year.

At the same time, the arrival of 5G does not mean that 4G is about to retire from history.

Zhao Ming believes that the rhythm of 5G should be determined by the psychology of users. Even in the "first year of 5G" in 2020, users still have a demand for 4G phones.

Survey data show that 30% of users are still on the sidelines, while another 30% think that 5G products are not mature enough in terms of features. This means that the "All in 5G" approach is likely to lose the opportunity to match the needs of a large number of consumers, and will directly lead to the risk of unsalable 5G production capacity. Therefore, it was a wrong choice to shut down all 4G phones at the end of 2019.

So we see that in the face of a large number of 4G demand, Glory has also launched two 4G phones in the Glory Play4T series this year. Coupled with the Glory 30 series and Glory 30S, we have formed a product strategy of 4G and 5G and smooth switching to meet the diversified needs of consumers.

The transition from 4G to 5G will be the current industrial theme. If we ignore the basic logic and rhythm of business development, it may be very fatal for enterprises.

All in all, in the face of 5G's "Chinese speed", it will naturally bring a new business cycle for smartphones. But how to keep pace with the industrial rhythm is not simple.

The rhythm of Lu Lu is hidden in the chest: the glorious 5G pace

Here, it is not difficult to find that the specific rhythm of glory to 5G is always stepping on the rhyme of the times.

Briefly sort out the timeline of development:

In April 2019, Glory announced a strategic change, aiming at the "top two in China and the top four in the world" market goal. However, in the face of the lively situation of "hot speculation" in the industry and rush to send 5G, Glory remains unchanged.

It was not until September 2019 that Glory announced that a Glory V30 series equipped with Kirin 9905G chip was coming soon. This product, which supports dual-mode 5G Netcom, has begun to break down technical barriers for the industry messed up in the "true and fake 5G" and is also seen as the starting point for the opening of the 5G commercial era.

In November 2019, Glory's first 5G product line, V30, finally made its debut. Equipped with fully integrated SoC 5G chip solution, support SA/NSA dual-mode 5G, dual network to achieve efficient use of 5G network, become the popular 5G style of the year.

At the beginning of 2020, the glory of cutting the first piece of 5G cake launched a full-category saturation offensive with the dense launch of Glory 30s and Glory 30 series, which is enough to set off a storm of 5G popularity.

From the dual tracks of the product line and the timeline, it is not difficult to see the core weapon of the glory to step on the 5G rhythm-self-developed technology.

Chips play a key role in the development of 5G. But it is also a 5G chip, and different manufacturers have different schemes and implementation paths. For example, Qualcomm stepped on the wrong spot in 2019 and used a plug-in solution to solve the 5G chip problem. The Kirin series chooses SoC integration to build 5G chips with higher precision, lower power consumption and more stable performance.

For some manufacturers who are eager to "occupy the pit" 5G, but do not have the ability of independent research and development, naturally they can only go through the supply chain, and it is very likely that the strategic mistakes of chip manufacturers have been transferred to themselves.

And Glory chose to adhere to self-research technology, waiting for the technology to mature, and firmly grasp the core competitiveness of 5G in their own hands. The Glory V30 series was launched in November 2019, with a fully integrated SoC 5G chip, 4-6 months earlier than the industry, becoming the first all-line 5G dual-mode Netcom 5G mobile phone.

The exploration of the self-research chip extends to the release of the Glory 30 series in early 2020, bringing together the 5G SoC "three immortal beasts" of Kirin 820, Kirin 985 and Kirin 990, becoming a unique self-research technology parade in the mobile phone industry.

What does the self-developed technology route bring to the glorious 5G deployment rhythm? To put it simply, it creates two advantages:

One is the experience of differentiation.

On the basis of self-developed technology, Glory 5G products can release different product potential energy. What is the most popular 5G application in 2019? The answer may be to measure the speed of the network. As the products of many 5G mobile phone manufacturers are configuration stacking solutions based on borrowlism, it is difficult to take the step of effective application innovation, so the natural download speed that can be presented to consumers is the most intuitive.

What changes in experience can be brought about by faster download speeds and 5G networks cannot be clearly communicated to consumers.

So with Kirin 9905G SoC landing on Glory V30, Glory also delivered in addition to a technology-centric 5G experience.

For example, 4K HD calls in home scenes, real-time VR sports, cloud games, etc., TUV Test and Certification Agency of Rheinland Germany also issued the first 5G comprehensive verification certificate for the Glory V30 series, because it turns pure communication ability into a user-perceptible experience value. Glory in the 5G era of differentiation advantage, also began to sink from the laboratory to the consumer side.

This also shows that the dividend of eating supply chain innovation is declining rapidly in the 5G era, and may even cause some manufacturers to miss the market voice.

The second is the continuous high-end occupation of the user's mind.

High-end and upgrade has become the consensus of the mobile phone industry, especially the middle and high-end product lines. But the question is how to create a "high sense of value" recognized by consumers. Competitors' stacking of hardware configurations, or directly raising prices, have not become an honorable choice.

Under the glorious self-research technology system, the product technical performance is constantly transformed into brand advantages, forging the brand of "leading" and "innovation" in the minds of users. The continuous output of this "hard power" has successfully opened the gap between Glory and "other brands", making it more and more difficult for competitors to touch, and has become a way to communicate with high-end users and young trend groups.

Data show that in 2019, young users in Glory first-and second-tier cities have become the main force of Glory net increase. With the continuous development of 5G in high-end flagship models, they will also become the fundamentals of Honor to continue to create explosive products.

Looking back at 2019, Zhao Ming said that this was a year when the wind knew the grass, and the underwear of many manufacturers would be exposed. Sure enough, when Glory V30 reached the top on a "helicopter" that developed its own chip, competitors who wanted to copy supply chain operations and take 5G shortcuts made a big circle one after another.

The glorious "strategic change" also shows that in the replacement of each generation of communication standards, only by controlling and grasping the core technology can we stand in a stable position.

Self-cultivation in motion: glorious traction and upgrading

What is more curious to the public is what kind of rhythm Glory will use to lead and drive the vigorous growth of 5G.

I think the upcoming Glory X10 may represent some of Zhao Ming and Glory's attitude.

So far, there are three upgrades to the Glory X10:

First, scale upgrading. The X series has always been the most capable category of the glory family. As the representative of "super technology", the glory X series has a wide audience and a good price, but it often has a configuration that far exceeds this price and has only middle and high-end mobile phones. Therefore, each model of the X series mobile phones has been recognized by the market. Glory 9X announced that the latest data in the Chinese market has exceeded 10 million units, which can be said to be popular.

The upcoming X10, which Zhao Ming calls "the return of the king of 5G in 2020", obviously carries the confidence of glory to promote the popularity of 5G storm.

The second is brand upgrading. Careful friends may have noticed that the name of the 2020 X series has also changed, upgrading 10X to X10.

In addition to allowing 5G smartphones to "now fly into the homes of ordinary people" at a larger scale and higher speed, the name change also continues the personality and self-confidence that Glory has shown since 2020. Whether it will surpass the previous X series in appearance is worth looking forward to.

Third, technological upgrading.

In 2019, Glory launched the "sharp technology" strategy, followed by the "destined to keep a low profile" Glory 9X, which not only has stronger performance than the previous generation 8X, but also allows users to enjoy a more rapid leapfrog experience and feel the progress brought about by technology.

Deducing along this line of thinking, although it is not known what important technology highlights Glory X10 will be launched, on GMIC 2020, Zhao Ming once again stressed that Glory will be bolder in technology and business choices, and the new product is expected to be strongly enhanced by eye-catching technology in order to ignite a big explosion in the 5G market.

From the "high wind" in 2019 to the "spring breeze blowing waves are cleaning sand" in 2020, Glory can always adapt to the harsh and rapidly changing market environment. This is obviously not luck, but depends on the choice.

It is the accurate judgment and persistent progress of the pace of industrial upgrading that has achieved the confidence of "Ren er, southeast, north and west" and forged the core force of glory moving with the "5G monsoon" and rising steadily in the cyclone of the times.

As Liu Yuxi said in the poem, "when you blow all the sand to gold", when the strong wind passes, the light of gold will be brighter.

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