Shulou(Shulou.com)11/24 Report--

On October 26, Canalys data released a report showing that China's market share and shipments returned to the first place in the third quarter of 2023. What is remarkable is that Glory achieved the same result in the Q2 quarter of 2022 a year ago. Glory has achieved market share twice since it was separated from Huawei in 2021.

However, unlike a year ago, Glory not only took the top spot in the domestic market share, but also achieved the peak of "big folding" sales in the folding screen mobile phone market.

Another difference is that the background of Glory's victory is not easy-Huawei's strong return and the annual release of a new iPhone have brought tremendous competitive pressure to the market. To put it more bluntly, the difficulty of achieving a breakthrough in glory is more difficult than ever before.

Despite many challenges, Glory still stands out in the highly competitive mobile phone market with its innovative products, and has proved itself to the whole industry: after three years of precipitation, Glory Brand has a strong momentum of development. its brand is poised to rise. Today's glory has formed a tripartite pattern with Huawei and Apple, and has become a force that can not be ignored in the Chinese market.

This achievement is inseparable from Glory's firm implementation of the concept of two-wheel drive innovation. Only by constantly innovating and keenly grasping market trends and landing user needs through innovation can we be in an invincible position in the market competition.

This can be felt through the "triple strike" of folding the screen this year.

In the next "iPhone moment" of smartphones, there is an obvious trend for the glory folding screen to enter the current smartphone market in Apple's hinterland, that is, the overall market continues to fall short of expectations, while the segment of folding screen phones shows a trend against the trend. According to third-party data, the Chinese market sold more than 1 million folding screens in 2021, nearly 3 million in 2022, and more than 3 million by the end of August in 2023. The trend of accelerating the popularity of folding screens is very certain.

And folding screen mobile phones are also widely regarded by the industry as the next "iPhone moment" for smartphones.

During the MWC in June this year, Zhao Ming, CEO of Glory Terminal Co., Ltd., delivered a keynote speech on "the Future Evolution of smartphones", sharing Glory's thoughts on how mobile phones will develop and evolve in the future. A clear sign is that folding screen phones are expected to be honored and herald a whole new cycle of innovation. In this cycle, Glory will open up a new track for smartphones through revolutionary folding screen products, break the market pattern and bid farewell to Apple's dominance.

Zhao Ming's words to the industry are also regarded as the beginning of the attack on the glorious folding screen.

In the following period, Honor has released three high-profile folding screen products: glory Magic V2, Glory V Purse and Glory Magic Vs2. The successful launch of these products is inseparable from the support of a series of innovative technologies, such as butterfly wing hinges, Luban titanium gold hinges, aerospace grade magnesium alloy lightweight materials, self-developed shield steel materials, titanium alloy 3D printing technology and Qinghai Lake batteries. These innovative technologies enable Glory folding screen products to perform well in terms of lightness, durability and performance, further enhancing the user experience.

In a very short time, three flagship, lightweight folding screen phones have been released one after another, honoring the market and consumers to usher in a highly recognized brand image on the track leading the folding screen innovation. In any case, glory is an inescapable choice for the current folding screen market.

Among them, the hot market performance of Magic V2 made Glory surpass Huawei Mate X3, winning not only the first increase in the number of horizontal folding screen mobile phone users in July and August, but also the first place in the domestic "big folding" smartphone market ranking in the third quarter.

Another set of data shows that after the release of Magic V2, the inflow of Apple users has increased by 300%, glory has entered the hinterland of Apple phone sales, and the high-end phone market is no longer "monolithic".

The competitor is the flagship straight-board mobile phone. At present, there is a common difficulty in the folding screen mobile phone, that is, due to the structural design of the fuselage, it has been unable to approach the weight of the traditional straight-board mobile phone. According to data from iResearch, the "light grip" has become the biggest concern for existing users of folding screen phones. The same survey view comes from a report from Counterpoint Research, which believes that frivolity is not only a key factor affecting users' purchase of phones, but also a major reflection of the core scientific and technological power of folding screens.

In a previous interview, Zhao Ming mentioned that Glory's goal is not to compete with competitors' folding screen phones, but the real competitors are straight flagship phones, such as iPhone14 and iPhone15.

"Honor wants to create the flagship of the straight board in the folding screen phone, the folding flagship in the straight phone, and really break the boundary between the straight board and the folding flagship." Zhao Ming said in an interview. Based on this idea, Glory enters the field of folding screen with frivolous innovation as a starting point, showing a strong explosive power. Glory Magic V2, Glory V Purse and Glory Magic Vs2 folding screen phones are almost lightweight to the extreme.

For example, on July 12, a new generation of Honor folding screen phone Honor Magic V2 was officially launched. Through a series of technological and material innovations such as Luban titanium hinge, Glory self-developed shield steel, Qinghai Lake battery, etc., we set a new light and thin record with 231g. This is the world's first folding flagship with closed state thickness no more than 1CM. With the release of Glory Magic V2, the folding screen phone has officially entered the millimeter era.

On September 19, Glory launched the brand-new Honor V Purse, which completed the evolution from technology to fashion with the first wallet folding screen form, representing another sublimation of folding screen mobile phones at the product level. The thickness of Glory V Purse is only 8.6mm in closed state and 4.3mm in deployment state, and the weight of the whole machine is only 214g, which is even lower than that of a flagship straight board machine. Behind it, there is the world's leading Qinghai Lake dual battery solution, the new generation of Qinghai Lake battery is as thin as 2.3mm, greatly saving the fuselage space. Silicon-carbon negative battery technology allows the battery capacity to reach 4500mAh, which can provide a long life experience while being light and thin.

On October 12, the new folding flagship Glory Magic Vs2 once again broke the light and thin record with 229g, and dropped the horizontal large-size inner folding screen phone to 6000 yuan at a price starting from 6999 yuan, further stimulating users' enthusiasm for consumption.

Lightweight innovation helps Glory to become a brand of folding screen mobile phone head, Glory is constantly refreshing the industry record, and continues to lead the future trend of folding screen innovation. At present, the lightweight innovation of Glory folding screen has left a deep impression on the whole industry, and this innovative design has also become the main driving force for the growth of the folding screen market.

Written in the end, according to data from iResearch Consulting, Glory has joined the full-brand TOP3 with 51.7% overall brand recognition, together with Huawei, the first players in the industry. And the existing user satisfaction is as high as 4.62, approaching Huawei's 4.64.

On the other hand, in the domestic folding screen mobile phone market, due to the long absence of Apple, Glory and Huawei are leading the domestic folding screen market, forming a "double strong" pattern. In particular, the hot performance of Magic V2 in the market made it the top seller in the domestic "big folding" smartphone market in the third quarter. This achievement further confirms that Glory has become the number one brand in the folding screen mobile phone market.

Glory to fold the screen of mobile phones as a breakthrough, continue to attack the high-end mobile phone market, has formed a tripartite situation with Huawei and Apple. All these achievements are achieved by glory starting from the needs of consumers, relying on its accumulated R & D strength and systematic ability, as well as stable play and breakthrough innovative thinking after the strategic direction is anchored.

It can be expected that Honor will continue to lead the folding screen racetrack. In this "post-iPhone" moment, Glory will bring more innovative products and inject more imagination into the entire mobile phone industry.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.