On January 10, 2022, Honor released its first foldable phone, Glory Magic V, with a cover thickness of 14.3mm, which is the thinnest foldable phone at present. It is also the first foldable phone using the new generation of Qualcomm Snapdragon 8 processor. The official price of Glory Magic V starts at 9,999 yuan, which is lower than the 12,000 yuan expected by the industry.
After the launch, Honor CEO Ming Zhao said: "There is no doubt that the foldable phone is an opportunity for Honor to overtake on a curve and prove that Honor can do better than Apple's straight-board, or even better than apple's iPhone."
In fact, Honor has been constantly improving the brand positioning. On August 12, 2021, honor released the honor Magic3 ultimate edition, priced at 7,999 yuan, the highest price in honor's history. The launch of the foldable phone is a good opportunity to promote the brand positioning of Honor.
Glory CEO Zhao Ming
Folding screen mobile phone to do the main standard
According to Zhao Ming, the product forms and consumer needs of foldable phones are also diverse. Part is functional: there are small screen portable needs, but also large screen reading, reading, marking documents, watching videos, shopping, entertainment needs.
The other part is "feel" : "Look cool, the user's product is different, functional experience is secondary, but the phone out there, may be different from others, this is also a need."
The glory Magic V's Slogan is "truly make the folding screen into the era of the main machine", obviously to meet the functional needs of most people first.
According to Honor, 50 percent of foldable phones use the outside screen for everyday applications. Therefore, to achieve the standard of the main phone, the foldable mobile phone should have both the golden ratio and the size of the internal and external screen hardware, and do a good job of operating system adaptation for the coordination between the internal and external screens.
"When the big screen becomes the focus, the small screen should not become a blind spot" reflects the glorious design idea
"Whether it comes together to make a standard straight-panel phone to use, or it spreads out to use as a large-screen phone, it has to best and optimally match the needs of consumers. Is to let consumers buy without regret, buy a value, can really be the main phone, otherwise it may be a straight phone and a foldable phone, "Zhao Ming told ti media App.
In addition, according to Ti Media App, the hinge mechanism of foldable mobile phone is still an important technical difficulty in product development. Compared to phones that fold vertically, horizontal phones face more technical difficulties.
Previously, Samsung, Huawei are first released horizontal folding screen phone, then released vertical folding screen phone. From this point of view, Honor also chose to do the horizontal folding screen first, do not rule out the future honor will highlight the vertical folding screen structure of the phone.
For foldable phones to become the mainstay of the market, a competitive price is an important condition.
Prior to the official announcement of the price, expectations for the Honor Magic V were generally around 11,000 to 12,000 yuan.
Currently, similar products to the Glory Magic V are Samsung Galaxy Z Fold3 5G, priced at 14,999 yuan, and Huawei Mate X2, priced at 18,999 yuan.
OPPO Find N and Huawei P50 Pocket, released recently, are positioned lower than Glory Magic V, priced at 7,699 yuan and 8,988 yuan respectively.
In such a market environment, glory finally chose to start the sale price at 9999 yuan, product competitiveness. After all, at present, only if the price is set below ten thousand yuan, can it become a popular model, and Glory Magic V is the most foldable mobile phone with the highest configuration at present, one street ahead of Huawei Mate X2.
High-end foldable phones are not a slogan
Glory Magic V
The development of Honor's foldable phone started in early 2021, when honor became independent from Huawei and supply issues were not fully resolved.
In fact, since becoming independent from Huawei, Honor has encountered many difficulties. According to IDC data, at the beginning of 2021, honor's market share was only 3% at the most difficult time, but through unremitting efforts, it finally pulled back to the peak of 16.2% in September 2021, and returned to the ranks of the TOP5 mobile phone manufacturers in China.
When asked about how to enter the high-end market, Zhao Ming said the high-end of mobile phones is not a slogan, but a systematic strength and ability. Under the big strategy, it is necessary to decompose the strategy into executable, practical and quantifiable steps and actions one by one.
When asked about the folding screens crease processing, as well as the camera did not use higher configuration, zao Ming, said the design of the product and price has nothing to do, while considering the crease, folding screen mobile phone drop also is to consider problem, and the image more is to consider the balance of the whole system, otherwise it is difficult to put the mobile phone of unilateral do 6.7 mm thickness.
"In fact, to make an excellent product and flagship, the most important thing is to strengthen where consumers need it most. But if a specification affects the whole systematic and systematic design, this place is the time to make the best choice." "Zhao added.
Zhao Ming also has a clear answer when asked whether the high-end will enter the price war just like the middle and low end.
"The customer recognizes the value of your premium, your experience, and the value that the customer recognizes is what it should be. So the recognition of honor is very clear. It's about making products that honor you, and sticking to the two-wheel drive of consumer demand and innovation."
Ti Media App believes that Glory Magic V is very clear in product ideas, including the combination of software and hardware, and the coordination of internal and external screens. The product has a high degree of completion, and the price is also in a "sweet spot". At the beginning of 2022, releasing such a flagship product at the dawn of the foldable phone will undoubtedly set a new benchmark for high-end products in the foldable phone market.(Author/Wu Honglei)