After the release of the Honor Magic 2, the Honor mobile phone that is good at keeping a low profile will no longer be able to keep a low profile.
Mostly because of Double 11, the launch conferences in the smartphone market have become denser again, although each company has decorated itself with prefixes such as "first launch" and "first", and can't wait to slap competitors to the ground. However, it is impossible to get rid of an embarrassing reality: the homogeneity of hardware has reappeared, even if it is a solution such as "full screen", the difference between different brands is not as big as imagined.
The Honor mobile phone chose to change the gameplay. The slide-type full screen of the big book and special book at the press conference of the company was compressed by Honor to just a few minutes, and the focus was left to the intelligent life body YOYO.
five-year-old mitzvah
This sentence often appears in chicken soup articles: the sign of a person growing up is not that he knows how to change the reality, but that he understands how to accept the reality. The rationality of logic and viewpoint will not be discussed for the time being. The process of growing a brand is exactly the opposite, from initially chasing market dividends to trying to change the direction of the industry.
At the celebration meeting in 2014, the sales of the newly independent Honor mobile phone exceeded 20 million units, which is still far from Xiaomi's 61 million units, but Yu Chengdong said that "Honor will eventually surpass Xiaomi." To a certain extent, the mission of the Honor brand is to snipe Xiaomi, and the goal is nothing more than to beat Xiaomi in sales.
Compared with the Internet mobile phone brands that appeared in the same period, Honor is a typical "rich second generation". It is supported by Huawei's technology and backed by Huawei's channels. After-sales service has natural advantages, and marketing resources are not so tight, especially It is a supply chain that is difficult for new brands to control, and Honor can also share a supply chain system with Huawei. Relying on Huawei is an accelerator for the growth of Glory, but if the brand converges with Huawei, it will lose the value of existence.
After 2015, Honor began to go in its own direction and formed a dual-brand strategy with Huawei. Huawei continued to cultivate the traditional offline market, and Honor focused on the Internet channel. Of course, Honor did not follow Xiaomi's example. For example, Xiaomi pursued a cost-effective strategy, and Honor bet on quality and service. When Xiaomi spared no effort to develop the offline market, Honor chose to move the Internet thinking to the offline "asset-light model". In overseas markets, Xiaomi once again staged a price game to grab demographic dividends. Glory's strategy is to "focus on brand highlands and cover populous countries".
Honor, which seeks independence, ushered in a highlight moment in the first quarter of 2017. According to Gfk's survey data, the total sales volume of Honor in China was 10.52 million units, and Xiaomi's shipments were only 9.45 million units. More than Xiaomi, the founder of the Internet mobile phone model. That is, from this point in time, it has gradually become a habit to honor the top Internet mobile phone.
However, for Honor, the coming-of-age ceremony is not the moment when sales surpass Xiaomi, but a real change in the direction of the mobile phone market. Before that, no matter how dazzling the results of Honor, there will be a shadow of Huawei, and it will be compared with Xiaomi. It's just that the coming-of-age ceremony that Glory gave itself is a bit special. It is not a sales target or a strategic direction, but a smart life form YOYO to bring smartphones from a simple hardware competition to a "soft-hard synergy, two-wheel drive" road.
define yourself
Honor Magic 2 is bound to become the dividing line of the Honor brand. Before that, the outside world remembered the vague impression of "making mobile phones for young people", and now it clearly shows the other side of "technological idealism".
The concept of "technological idealism" can be traced back to the Honor Magic. At that time, the concept of artificial intelligence was not in harmony with the trend of smartphones. Smart was launched in the form of a concept machine, coupled with complex design processes such as octaves, and mass production. The difficulty is extremely high, and it is destined not to become a big-selling product. But it was the persistence of a group of "technical idealists" in Huawei's 2012 lab that made smartphones what they are today.
Since choosing to integrate the name of the Magic series, the Honor Magic 2 has shouldered the mission of redefining smartphones, or that Honor is defining itself. Three key words can be sorted out:
1. Break the wall.
The smartphone industry is going down this trajectory: the processor performance is getting stronger, the memory space is getting bigger and the screen ratio is getting higher and higher... But then? If the future of smartphones is overly dependent on the industry chain, the right to speak to mobile phone manufacturers will become weaker and weaker. If only "leftovers" such as appearance design and camera optimization can be carried out, homogenization is an inevitable tragedy.
Honor Magic 2 has entered the no-man's land of mobile phone innovation, and independently developed core technologies such as Magic Slide, Kirin 980, graphene cooling, 40W super fast charging, 3D bionic sensor, dual-card VoLTE, and AI dual-screen smart navigation. , but Honor is most favored by the intelligent life body YOYO, which has taken the first step from general technology to strong artificial intelligence, and firmly believes that this is the direction of smartphones.
2. Perception.
The mission of the intelligent life body YOYO is to co-evolve the collapsed industry, thereby opening a new era of smartphones. However, most mobile phone brands have been equipped with intelligent voice assistants as standard, and the functions are nothing more than focusing on voice interaction, such as sending commands to the voice assistant to call, send WeChat, etc. When the environment is noisy or Mandarin is not so standard, the user experience is often It will be greatly discounted, and it will also lead to the "tasteless" attribute of intelligent voice assistants.
The Honor Magic 2 has found a new way to open it. When the user gets the Honor Magic 2, YOYO begins the four stages of birth, companionship, learning, and evolution, and constantly understands the user's habits, preferences, learning skills, etc., even in the future Replacement of mobile phones can also continue to grow through cloning. The current mainstream voice assistant is command artificial intelligence, but YOYO is a companion and learning artificial intelligence. The entry point of Honor is precisely the "perception" that other brands ignore.
3. Personality.
It is not difficult to understand why Glory took the lead in making changes. Young people are often loyal fans of personalization. In order to meet the individual needs of young users, the most direct solution is the individualization of product design. Honor has also repeatedly led the trend of charm sea blue, seagull gray, and color-changing aurora coating. But the ceiling of hardware or product design innovation is there, and sooner or later users will experience aesthetic fatigue.
The personalization space in software is far from being tapped, and YOYO is a special case. After recognizing the user's biometric features such as fingerprint, voiceprint, face and account number, YOYO will provide personalized services according to different scenarios, different habits, and different needs, such as the best co-pilot when driving, global shopping when shopping. Gold shopping guides may also be portable beauticians, portable translators, portable health officers... Switching to the user's vision, the mobile phone may no longer be a cold tool, but like a young lady who accompanies her shopping, sitting in a car while driving. The girlfriend in the co-pilot, etc.
Two years ago, Honor Magic accidentally pointed out the direction for the mobile phone industry, and now Honor Magic 2 is once again standing at the crossroads of smartphones.
Play bigger chess
Liu Cixin coined the term "dimension reduction attack" in "Three-Body Problem", which may not have many commercial elements, but is regarded as a counterattack rule for business competition by many Internet giants.
Will smartphones be attacked by dimensionality reduction? No one can give a definite answer, but there is a tendency to compete across tracks. A few years ago, the focus of the external debate was the Internet entrance. Today, the discussion is more about artificial intelligence, and it is more "noisy". Internet giants such as Baidu and Ali want to take a piece of the pie, BMW, Tesla and other car companies want to fight a battle to defend autonomous driving, and entrepreneurs like mushrooms are actively moving artificial intelligence to all possible hardware.
Another background is 5G and the Internet of Things. The interface between hardware and hardware will be completely opened up. Just like the battle for entrance in the Internet era, there are also coveted objects for super entrances in the Internet of Things era. For example, the layout of Baidu and Ali has involved smart speakers, smart homes, cars, etc., and ecologicalization has gradually taken shape. Will the entrance advantage of smartphones in the Internet era still work in the Internet of Things era?
Manufacturers lacking mobile phone access are trying to find alternatives, and smart speakers are a candidate, trying to use the voice assistant of smart speakers to open up smart homes and even connect with cars. Compared with smartphones, the market stock and user habits of smart speakers are greatly discounted. After all, among all electronic products, smartphones should be the products that users have used the longest.
Honor is playing a bigger game. YOYO connects not only users and services, but also a medium that connects users and hardware. At least at the conference site of Honor Magic 2, Honor President Zhao Ming has demonstrated that YOYO controls no one in DJI. The operation of the machine has also taken IoT as a part of the ecology in Honor's new retail 3.0 layout, and there may be a series of actions announced next.
Compared with potential replacements such as smart speakers, smartphones still have huge and loyal users, and there is no lack of innate advantages in the layout of the Internet of Things. Another mission of YOYO is to create a super portal for future mobile Internet and Internet of Things users. .
It is true that Honor has made a first move in defining and guiding the direction of smartphones, and has left a second move for the super entrance of the Internet of Things. When the entire mobile phone market is still advocating realism and appropriation, and the vision is limited to a single track of smartphones, it is difficult for the glory of technological idealism to keep a low profile.
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Guangzhou Lufeng Electronic Technology Co. , Ltd. , https://www.lufengelectronics.com