< /p>In F1 car races, lagging cars often follow closely behind the car in front, using the low-pressure wake formed by the air displaced by the car in front to achieve opportunistic overtaking.
Whether it is a sports competition or a business competition, being ahead or lagging behind is not insurmountable. As long as you find the right strategy, you can go from chasing to shoulder to shoulder to overtaking in just an instant.
The same is true for the smartphone industry. In the past ten years or so, domestic mobile phone manufacturers have faced the same main line:
From "matching Apple" to "surpassing Apple".
However, in this long cycle, from volume performance, volume parameters to volume sales, have domestic mobile phone manufacturers really found the right strategy?
01 Cold Thoughts on “Beyond Apple”: Domestic manufacturers need to start a battle of “definition”
The answer is obviously no.
Volume parameters and volume sales did not create unique value, but instead caused the industry to suffer from anxiety and misdirection.
If leading in parameters, price, and sales volume means success, the current leader in the mobile phone industry should still be Nokia.
To date, the Nokia 1100 series has sold a total of 250 million units worldwide. In comparison, iPhone 4, which brought about milestone changes and epoch-making impressions, has sold less than one-fifth of the former.
But when they witnessed Steve Jobs waving the iPhone 4 at the San Francisco press conference fourteen years ago, everyone understood that the mobile phone market had completed the "transfer of power."
Apple did not defeat the "old king" Nokia by relying on performance, parameters and sales, but by becoming the "mental incarnation" of smartphones and ascending to the throne by defining the "smartphone" category.
This also means that the right direction to surpass Apple is not "imitation-transcendence", but the courage to "define-transcendence".
Especially in the current industry trend of AI+ folding screen mobile phones, even Apple has not given a surprising answer. For domestic mobile phone manufacturers, the era of competing for a new voice in the mobile phone market has arrived.
On an issue that has attracted much attention in the industry, the good news is that in terms of "high-end folding screens", Honor preceded Apple and took the lead in giving its own "definition-transcendence" idea.
Not long ago, Honor unveiled its new generation of folding screen flagship products, Honor Magic V3 and Honor Magic Vs3, which not only once again achieved innovative breakthroughs in folding and thin technology, but also demonstrated a series of latest achievements in device-side AI, targeting users in A new experience revolution has begun in the field of smartphones.
"We have provided something unique. Develop logic and solutions that can provide higher value to consumers. ”
Facts also confirm the above commitment. In this press conference, Honor not only further conveyed the high-end value of the folding screen category, but also consolidated its position as the "first folding screen brand" with its outstanding performance and long-term investment in three consecutive generations of folding screens. Industry Mind.
As Counterpoint pointed out in the survey, thanks to the leadership of the "number one brand" Honor, the Chinese smartphone market has become one of the few strong growth poles in the cold winter of global electronic consumption.
This also means that, taking Honor as a reference and representative, domestic mobile phone manufacturers are slowly exploring the right path to surpass Apple in a more imaginative era.
02 Behind the “No. 1 folding screen brand”, how can Honor surpass Honor?
On this basis, a review of Honor’s leadership in high-end smartphones is the same as the story of Apple’s iteration of Nokia. There is also a historic moment:
At the same time when users’ enthusiasm for old products has dried up, new categories have also been redefined and the imagination space of new high-end products has been opened up in the industry.
The only difference is that in today's hot folding screen category, Honor is the first to define it, while Apple has become a latecomer brand.
Although in the past few years, rumors about Apple's folding screen have never stopped, but taken together, the logic reflected in the "wolf is crying" stories again and again is actually very clear:
At least for now, Apple is not yet capable of making a satisfactory folding screen.
As a comparison, the profound "technical potential" accumulated by several generations of folding screen products has supported the release of new folding screen flagship products, which has not only achieved Honor's status as the number one folding screen brand, but also brought about two significant trend changes. .
The first change occurs on the hardware side:
The folding standard from Honor is becoming an "industry consensus" and a "category record."
Just like 14 years ago, the extremely thin and light iPhone4 shocked the world. Today's Honor folding screen new product launch conference, each generation is replicating and paying tribute to the "iPhone moment".
From the 9.9mm thin and light record that led the industry into the "millimeter era" 12 months ago, to the new global record of 9.2mm Magic V3, relying on the cross-border application of 19 kinds of high-energy materials, the first 114 micro-structures " Glory LuWith the support of "Class Structure", Honor has simultaneously achieved the coexistence of the thinnest hinge, thinnest screen, thinnest battery, and thinnest body in one product, breaking the industry problem of inability to coexist with thin, light and powerful mobile phones.
< /p>It can be said that in terms of the thin and light experience of the folding screen, Honor is already "alone and seeking defeat".
As Zhao Ming jokingly summed it up:
“If you want, Honor can break the industry record twice in one press conference.”
There was once a joke in the field of 100-meter dash: Only Bolt can break Bolt's record. Similarly, when it comes to making folding screens thinner and stronger, only Honor can surpass Honor.
On this basis, combined with Honor’s previous press conferences, as a leader in the folding screen industry, Honor’s “internal standards” for a high-end folding screen have been externalized, from thinness and lightness, to performance, to battery life and durability. For the sake of "industry consensus", it has become the direction that many folding screen brands are following.
In the fiercely competitive smartphone industry, such direct recognition of the technical indicators of friendly companies is actually rare.
Looking at the root cause, although Honor is technologically advanced, it does not over-promote it, nor does it seek to use technical standards to provoke an "arms race." Instead, it continues to use technical standards as the basis to export more powerful and better products to the market.
This is why Honor CEO Zhao Ming has repeatedly lamented:
“Every time we do something right, the market will definitely give us feedback. We insist on being thin and light. All brands making thin and light products this year are following Honor’s core design concepts and logic.”
< /p>03 On-device AI is implemented in “self-evolving” mobile phones. How does Honor rely on Apple to follow?
At the same time, the above-mentioned "technical potential" supports the release of new folding screen flagship products, and the second change brought about is on the product side:
Today, Honor’s thinking and practice have become the “value direction” recognized by the industry.
Looking back at the past, why did domestic smartphones go the wrong way and fall into the quagmire of price, performance, and parameters?
The key lies in two aspects. On the one hand, the application scenarios of smartphones are constantly updated and iterated, but the configuration of the mobile phone is "fixed at the factory." Coupled with the natural depreciation of electronic products, the more the mobile phone is used, the more stuck it becomes. .
On the other hand, in order to stimulate usersTo shorten the replacement cycle, mobile phone manufacturers must continue to launch new phones with higher configurations, which further aggravates users' parameter anxiety.
Users' "parameter anxiety" and "performance anxiety" exist objectively, but volume parameters and volume performance only treat the symptoms, not the root cause.
Faced with the "death disaster" between mobile phone configuration and scene iteration, Glory, which understands user needs better, gives a brand new idea:
Use AI to support the system and AI to enable the hardware, making the mobile phone "better and better the more you use it", turning it into a self-evolving and self-iterating terminal, thus solving the "Goldbach Conjecture" that has troubled the industry for many years.
AI+ mobile phone, this sci-fi story is not the first of its kind for Honor. It has become a common practice to bundle AI in mobile phone launch conferences. However, compared with others, the understanding of AI is still limited to conference translation and summary. Either it is a brand that just treats AI as a gimmick for high-end products. Honor’s imagination of AI is bolder and its implementation of AI functions is more pragmatic and reliable.
Under Honor's device-side AI system, AI technology continuously enables hardware and deeply integrates screen eye protection, camera calculation and other modules to bring consumers a more convenient, friendly and comfortable experience; on the other hand, it also It continues to empower the operating system, realize device-cloud collaboration, and reconstruct the multi-dimensional interactive experience of folding screen mobile phones in terms of large screen, eye protection, security, and interconnection.
< /p>
Honor leads a new direction of AI-empowered smart terminals
- Revolving around AI-enabled hardware and AI-enabled OS, Honor activates folding screen products and realizes the transformation of smartphones from "passive intelligence" to "active intelligence".
- Honor's AI experience and thinking spills over to high-end flagship notebooks and other products, helping the "Honor Ecosystem" interconnect and create "Jarvis"-style smart terminals.
- With the implementation of Honor's end-side AI layout, the AI concept has become a "new value direction" recognized by the smartphone industry, and everyone, including Apple, has followed Honor's logic and direction.
Conclusion:
- Category creators enjoy exclusive industry dividends. To surpass the "old kings" of the industry, they need to be good at getting rid of "path dependence" and seek development.
- The technical gap can be narrowed by focusing on price, performance, and parameters, but to truly win in the future, one needs to become the definer and leader of new categories.
As Zhao Ming expressed in a media interview:
"The meaning of volume is whether it can continue to break through and innovate. In the development of any industry, it must be the innovators and breakthrough makers who will lead the industry upward."
From this perspective, Honor has gone from benchmarking against Apple to becoming the number one folding screen brand, being learned and followed by Apple The road to development is not only a verification of the above concepts, but also provides a correct path reference for struggling domestic smartphone brands.
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Source: ifeng.com