Can Glory restart overseas markets to replicate the domestic growth curve?
On the afternoon of October 26, the Honor 50 series was released simultaneously in many countries in Europe, Africa and other regions. This is also the first product released by Honor in the global market after its independence.Glory CEO Zhao Ming previously stated that the focus of overseas this year is to restore channels and operational capabilities.
It is reported that Honor has fully resumed cooperation with major mainstream operators and channel providers in overseas markets. The Honor 50 series will also be sold simultaneously on both online and offline channels in multiple global markets in November.
In June of this year, the first Honor 50 series equipped with the Snapdragon 778G processor was released in the Chinese market, which also helped the domestic market share of Honor quickly rebound from the lowest 3% to 16.2%, realizing a V-shaped rebound in the Chinese market. The data shows that the Honor 50 series will be in the 2000-4000 yuan gear in China from July to August 2021.cell phoneNo. 1 in sales.
And this time, the release of the Honor 50 series in overseas markets can once again help Honor to replicate the domestic growth curve?
Restart overseas markets
In November 2020, due to well-known reasons, Glory announced its independence, and the supply chain, products, channels and other aspects are facing reintegration, which also brought glory to the darkest moment in the first half of this year.
In the domestic market, Honor’s market share reached 16.7% when it peaked, but it fell to less than 3% at the beginning of this year; in overseas markets, Zhao Ming once admitted frankly that Honor’s market share had almost dropped to zero at one time.
In August of this year, Zhao Ming revealed that the Honor 50 series is preparing for overseas shipments and sales. On October 26, with the Honor 50 series as the first shot, Honor officially restarted the overseas market.
The Honor 50 series released this time includes two models of Honor 50 and Honor 50 Lite, while the Honor 50 mobile phone includes four different styles of color matching: First Snow Crystal, Mo Yuqing, Bright Black and Honor Code. It will be launched in France in early November. Countries such as the United Kingdom, Germany, Italy, Spain, Belarus, Saudi Arabia, Egypt, and Iraq have successively launched sales, and will land in more than 40 overseas countries in the future.
It is reported that the current channels and supply chain layout of Honor in overseas markets are fully restored.
In terms of channels, the current relationship between Glory’s channel customers in various countries is stable and the number continues to increase. It has fully resumed cooperation with major mainstream operators and channel providers such as Vodafone, Telefonica, Fnac, Orange, Esprinet, Telcel, AT&T and Amazon. The Honor 50 series mobile phones officially launched in the global multi-country market in November will start the form of simultaneous online and offline dual-channel sales. In addition to mobile phones, some overseas markets will also bring “1+8+N” such as the Honor MagicBook series. product.
In the supply chain, Honor’s cooperation has also been fully restarted. At present, it has cooperated with Qualcomm,Microsoft,SamsungMany of the world’s top supply chain manufacturers, including MediaTek, have reached long-term strategic partnerships, and they have stepped into the right track in terms of production and supply.
During the overseas press conference of the Honor 50 series, Qualcomm’s senior executives in the European multi-country market were invited to attend and give speeches on the platform to fully carry out the strategic cooperation between the two parties.
Can the domestic growth curve be copied?
The Honor 50 series has a special meaning for Honor.
In the period of strategic adjustment just after independence, Honor urgently needed a competitive product to restore the confidence of users and distributors, and the world’s first Honor 50 series equipped with Qualcomm Snapdragon 778G processor played this role.
According to the data, the Honor 50 series officially opened for sales in China within one minute and exceeded 500 million yuan in sales. On the day of the first sale, it created new sales records online and offline, which helped the domestic market share of Honor to rebound rapidly.
According to third-party data disclosed at the domestic press conference of the Honor 50 series, at the lowest point in the first half of this year, Honor’s domestic market share was once as low as 3%, but it has since bottomed out. At the Honor Magic3 series imaging technology conference held in September, Zhao Ming revealed that as of the end of August, Honor China’s market share has reached 16.2%, close to the highest level in history, and ranked among the top three in China.
From the lowest point of 3% to 16.2%, Honor achieved a headwind in the Chinese market. The Honor 50 series and the Honor Magic 3 series have played an important role in it.
This time the Honor 50 series was released overseas and attracted much attention. Zhao Ming once said that the focus of overseas this year is to restore channels and operational capabilities. The domestic market has achieved a V-shaped rebound, and it is believed that overseas markets will also step out of this curve.
The performance of the Honor 50 series, which has been recognized by consumers in the domestic market, is also worth looking forward to in overseas markets.
At the beginning of the establishment of New Glory, Zhao Ming’s positioning for Glory was to become a global iconic technology brand, bringing continuous innovative smart devices to consumers around the world, and creating a new world of wisdom for everyone. The support he gave is the extreme productism of two-wheel drive. On the one hand, it is to constantly understand what the consumer trend is, listen to the real voice of consumers, and make products based on consumer experience; on the other hand, it is to increase investment in technology. Persist in breakthroughs and innovations, and lead consumer experience upgrades through cutting-edge technology.
After regaining lost ground in the domestic market, Honor opened up the battlefield this timeApple, Samsung’s home market overseas.
“We define our competitors as Apple and Samsung. In the future global competition, we hope to surpass Apple and Samsung in product design and experience.” Zhao Mingzeng said.
Whether this ambition can be realized, the Honor 50 series released overseas this time will be the key one.