Shulou(Shulou.com)12/24 Report--

Three years ago, Glory officially became independent, and Huawei did not own any shares and did not participate in management and decision-making. Three years passed in a twinkling of an eye, and glory came out of the darkest hour and swam out of the sky. In the folding screen high-end machine market, Glory has handed over a proud answer by virtue of its strong product innovation: the cumulative output of its own production line of folding machines has exceeded 1 million.

Glory self-research 10 + industry pioneered intelligent automation technology, continue to polish the leading competitiveness of high-precision manufacturing, in battery, display, materials, technology and other innovation, integrate the 100 + technology field of the enabling industry chain, accelerate the evolution to a higher level.

This is not only a milestone for domestic folding screen mobile phones, but also a gift of honor to the "anniversary celebration"-to welcome the impact of the new three years with the ferocious situation of folding screen 1 million, from product innovation to industrial innovation, made in China to global smart manufacturing.

Jump out of the iPhone innovation framework, folding screen "triple strike" the hinterland of the high-end market, according to the consumer survey recently released by Counterpoint Research, nearly 2/3 of China's high-end smartphone users are open to folding screen phones. According to the report, 64% of Chinese high-end smartphone users say they are willing to choose a folding screen phone when they buy it next time. Among them, wanting to try a new form (22%) and having a larger screen (21%) are the main reasons why users choose a folding screen phone.

This shows that the folding screen mobile phone is no longer a subdivision of minority demand, and the gap in consumer demand for folding screen will become larger and larger.

Recent IDC report data also confirmed this: about 67.05 million smartphones were shipped in the Chinese smartphone market in the third quarter of 2023, down 6.3 per cent from a year earlier. However, shipments of folding screens reached 1.96 million units in the quarter, up 90.4% from a year earlier.

From this data, it is not difficult to see that the smartphone market is still in the "cold winter" season, the downturn is still the same, but the folding screen has become the only growth bright spot. For smartphone manufacturers, the folding screen is an important breakthrough in the high-end market.

Glory has already had a keen insight into this.

During the MWC in June, Zhao Ming, CEO of Glory Terminal Co., Ltd., told the industry that under the new innovation cycle under AI, 5G and other technology trends, Glory will work with industry partners to find new opportunities to open up a new smartphone track and let the market bid farewell to Apple's dominance.

From the glorious point of view, the consumer electronics industry is a long-cycle industry, and the most influential factor has never been the economic cycle, but the innovation cycle. Apple has long occupied the main track of the straight board, and if it wants to break the existing pattern, it is necessary to start another track-in new areas, with new categories, new product forms, out of the framework of iPhone innovation.

When Glory spoke to the industry, it took the lead in switching to the new track and launched a "triple hit" of the folding screen:

On July 12, it launched Magic V2, the flagship glory of high-end business with a comprehensive experience.

September 19, released the beauty watch, science and technology fashion single honor V Purse.

On October 12, the release of frivolous and breakthrough, folding the main choice of glory Magic Vs2.

In just three months, Glory has successively released three flagship, lightweight folding screen phones, and successively brought a series of innovative experiences such as butterfly wing hinges, Luban titanium hinges, aerospace grade magnesium alloy lightweight materials, self-developed shield steel materials, titanium alloy 3D printing technology and Qinghai Lake batteries, which have ushered in high recognition from the market and consumers. at the same time, it has also become an accelerator for Glory folding machines to rush to 1 million sets.

Among the three folding screen phones, the market performance of the Magic V2 is particularly hot.

According to iResearch Consulting report, Magic V2 surpassed Huawei Mate X3 to win the first increase in the stock of horizontal folding screen mobile phones in July and August.

The Counterpoint report also showed that China's folding smartphone market grew 106% in the third quarter compared with the same period last year, and the glorious Magic V2 became the best-selling model of the quarter.

Another set of data shows that in the two weeks after the first sale of the Magic V2, the inflow of Apple users increased by 300%, and glory has entered the hinterland of Apple phone sales.

"two-wheel" innovation drive, leading the evolution of the industrial chain, it is well known that products have an innovation cycle, not to mention folding screen products that require high innovation, which is why folding screen phones are often iterated every year.

The glory folding screen can complete three consecutive launches in a short time, which in itself shows the precipitation of the glory and powerful cutting-edge technology.

After just three years of independence, we have been adhering to the research and development of "underlying root technology" and "engineering technology", tamping the core technology competitiveness from software, hardware and various systems.

Data show that Glory has seven major R & D bases, more than 100 innovation laboratories, more than 60% of the company's R & D personnel, and annual R & D investment accounts for 10% of revenue. In addition, in the list of "Top 500 Chinese Enterprises in 2022", Glory R & D intensity ranks among the top six in the country and ranks first among all mobile electronic consumer goods companies.

We have persisted in R & D investment for a long time, continuously laid out future-oriented cutting-edge technologies, and constantly tackled key technological problems and bottom-level innovations around communications, images, battery life, systems, screens, and other aspects. it has also become the strength and support for the glory folding screen to be able to "hit three in a row".

It must be emphasized that the three folding screen products released by Glory are not just simple configuration "stacking", but create different advantages according to the needs of current consumers.

This brings us back to the innovative concept of "two-wheel drive" often mentioned by Glory-one wheel insists on a deep insight into consumer demand, while the other wheel always promotes product research and development based on the real needs of consumers.

Take "frivolous grip" as an example.

Lighter, thinner, richer price options, this is the current consumer expectations of large folding screen mobile phones, but also an urgent demand.

Let's take a look at how the Honor folding screen solves consumers' pain points and leads the industry chain to upgrade:

Glory can constantly break the boundary and reconstruct the inherent product research and development logic according to the product pain points of the folding screen.

For example, at the hardware level, Glory uses silicon-carbon negative battery technology to greatly reduce the size and weight of folding screen phones while maintaining large battery capacity, and optimizes hinge design through new materials and 3D printing technology. and aerospace-grade rare earth magnesium alloy materials to build screen module support frame to further reduce weight and volume, these new materials and processes break through the limits of design. It also leads the upgrading direction of the folding screen industry chain.

In the interview, Zhao Ming said bluntly that even if rival engineers disassemble Glory Magic V2, digest the technology and then carry out "high imitation", it will take at least more than half a year.

For example, in the folding screen eye protection technology, Glory also works closely with BOE, Vicino and other upstream screen manufacturers to bring cutting-edge experiences such as 2500nit peak brightness and 3840Hz zero-risk dimming. Recently, Glory has also set up the Oasis Eye Care Lab. On the basis of joining with 10 + research institutions and owning 100 + eye protection related patents, 1 billion + R & D expenses will be invested in the next 3 years, adhering to the new research direction of humanization, specialization and standardization, and cooperate with German Rheinland, BOE, Vicino, Tianma and other industrial chain partners to build a benchmark for health display.

Written in the end to user needs as the origin, with self-research technology to break the innovation ceiling, this "two-wheel drive" concept, runs through the glory of all products, folding screen is only a small microcosm, as well as the glory of PC, smart wear, tablets and other products, and this is the glory after three years of independence, can rise rapidly, out of the glory speed, swim to the "broad sky" reason.

The output of folding screen exceeds one million, which means that Glory is rapidly leading the industry into the era of "Qianfan Race" with a new category and new form. On this track, Glory has shown a potential to break the situation and is constantly injecting more vitality and imagination into the entire mobile phone industry.

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