On the evening of May 30, the Honor 70 series was released. Honor CEO George Zhao accepted a group interview with the media. Let me sort out the golden sentences or highlights:
1. Under the background of industry decline, Honor has grown rapidly against the trend
Among the top five brands, the number of Honor Experience Stores is the smallest, but the offline sales staff are the best, and the sales volume can maintain a relatively reasonable and healthy development. A high degree of consensus and cognition has been reached internally, and products and services are the first.
At present, the 5,000 yuan grade Honor has entered the top three shares; the 4,000-5,000 grade, after the release of the Honor Magic 4, has been the champion of this grade; the 2,500-4,000 grade, the Honor 60 has always been the first Android single product sales; 1999 yuan grade The Honor X30 series is the single-product sales champion.
2. Highlight technologies of the Honor 70 series
Vlog protagonist mode uses AI technology to generate dual-channel high-definition video, one channel records group images, and the other channel records protagonist mode. Honor is going deeper and deeper in the exploration of Vlog technology and consumer demand, and the experience it will provide in the future will get better and better.
3. If you don’t mark Huawei nova or P, you are the protagonist yourself
3000 to 5000 gears, the standard version of the Honor Pro and Magic series, stuck in these two gears. Magic series, the concept and concept of creating almighty and super flagship, will be biased towards business; Honor digital series focuses on “technology + fashion”, which does not carry the attributes of business, but will perfectly interpret the attributes of technology and fashion.
Honor will stick to its own path and create a unique Honor digital series. Its future market share and consumer recognition will be enough to support its own unique path and unique positioning.
The Honor 70 series should be very iconic in design, young and fashionable. The Honor 70 Pro is inspired by the collision of young designers and foreign design teams, and the design is very bold.
Magic has reached its fourth generation, and the digital series is updated twice a year. Honor still follows its own path. The Honor Magic series and the Honor Digital series are respectively benchmarked against other series (Huawei Mate P novs). From today’s point of view, there is no concept of who is completely benchmarked, and more depends on whether it conforms to the positioning of the product.
4. Technological idealism + revolutionary romanticism: no limit to future growth, re-innovation in overseas markets
In the next 3 to 5 years, there will be no ceiling problem for Honor. In the future, overseas markets will focus more on the growth of organizational capabilities and product capabilities, and overseas performance is destined to be very magnificent.
In the past few years, since the construction of the subsidiary, the market has almost zeroed, and the lowest domestic market is still 3%. In many overseas countries, the share of Honor has been reduced to zero. Starting from scratch, it has inspired many Honor elites to go overseas, which is equivalent to pioneering and starting a new business.
Honor has many young people in their 30s. After working overseas for a few years, he is in charge of a country. He is the CEO of this country. Many of them are legal persons of subsidiaries in overseas countries. These glorious teams, overseas salespeople, have a sense of revolutionary romanticism.
In 2022, the number of stores will continue to expand, and it is expected to increase from more than 2,000 to about 3,000. Honor has enough strategic patience to improve the offline experience step by step.
5. High-end upward, strategic determination, do not expect a pie to fall from the sky
In the general direction of high-end phone development, Honor has strategic determination. Compared with the previous generation, the value of product strength and consumer experience must be improved for each generation. From Magic3 to Magic4 series, you can see Honor’s efforts. In the 4000 to 5000 gears, Honor ranks first in market share. In 5000+, it has achieved the top three among all brands.
Honor never complains, nor does it expect a pie to fall from the sky, but we still have to look back and think: products and solutions have not surpassed Apple in consumer perception. This may be that the experience of the product itself needs to be improved, or it may be The presentation of the brand is a systematic project.
Whether it is the Honor 70 or the Honor 70 Pro, Honor is very confident that there is no rival in this gear, and it is still the most popular product on the market. In this 618, Honor itself has no inventory pressure and is in a relatively benign and healthy situation.
6. Listen to the front line, transfer pressure without loss, hit the bullseye of demand
Under the two-wheel drive concept, the Honor team is more down-to-earth, and must be exposed to real needs, not imaginary pseudo-demands, not imagined by a few managers in the office, but to reach target consumers.
There are many consumer touchpoints, including front-line and offline sales staff, and the online glory club platform. Every day, product managers will spend a certain amount of time online to interact with them, listen to complaints, and quickly make improvements. Many needs come from life and need to be collected and refined by a scientific system.
In Future ，Honor should maintain a continuous work style and philosophy. In the past, we were used to telling consumers “what you need”, but this sense of distance and arrogance also made us lose our sensitivity to crises and real situations, and we always organize corresponding discussions internally.
The Honor management team looks at the product quality and NPS of consumers every month, focusing on the problems reported by consumers and how to improve the work system in the next stage. Only with lossless pressure transmission and demand transmission at all levels, can the organization maintain efficient operation and accurately hit the demand bullseye.
哈哈哈哈
is good