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The life of Honor after Huawei: the beginning of a change of strategy to recover lost ground (also in prices)


“The brand new Honor”, “the brand new Honor”. The tagline that George Zhao, CEO of Honor, has repeated insistently through the first a part of in the present day’s presentation, and it makes all of the sense on the earth.

The model is experiencing a renaissance after separating from Huawei in a maneuver that, clearly, sought to increase the probabilities of Honor so long as it was not affected by the US blockade. And on this new stage after mentioned turning level, the technique appears to have taken on different shades.

The “historic Honor” (aH): a symbiosis to attempt to win the remainder

Till the obvious spin-off, whereby Honor handed into the palms of Shenzhen Zhixin New Info Expertise Co, the model had been complementaria a Huawei. Traditionally, it has been a model with decrease costs that accomplished with a number of choices, particularly the entry and center ranges with the A and X collection.

The launch of higher-end mobiles was reasonably punctual, particularly internationally, very centered on approximate the expertise of a Huawei flagship to cheaper price ranges. Particularly because the latter received on the bandwagon of the very best costs, like its competitors, with the Huawei P and Huawei Mate.

Honor View

Honor View30 Professional.

For instance, whereas the Huawei P10 Plus began at 699 euros and the Samsung Galaxy S8 + began at 909 euros in 2017, a yr later the Huawei P20 Professional already jumped to the beginning value of 899 euros (and the Samsung Galaxy S9 + 945 euros). In 2019 the Huawei P30 Professional virtually nearly reached 1,000 euros, popping out with a beginning value considerably under the Samsung Galaxy S10 +.

And Honor? The model had few launches till 2018 and fairly unfold out. In 2017, it introduced three mobiles that match into the high-end of the model at the least per processor (the Kirin 960, the identical because the P10, certainly one of them was the Honor Eight Professional, which with little to envy its friends from Huawei on the {hardware} stage began at 549 euros.

The scheme was as follows:

  • Honor A/C: enter vary.
  • Honor X: mid-range.
  • Honor View, Notice (or only a quantity): excessive finish.
  • Honor Magic: high-end line centered on design.
Honor X

Honor 9X.

In 2018, the model diversified considerably extra and the variety of launches grew, particularly within the mid and entry ranges, however with out neglecting the excessive. It was nonetheless Huawei’s squire at these ranges, with 4 high-end, 4 mid-range and 4 entry-level mobiles. All the time with costs under Huawei and the competitors: extra showcase (international), extra competitors (from doorways to outdoors).

All the time with costs under Huawei and the competitors: extra showcase (international), extra competitors (from doorways to outdoors)

Being this sort of mattress for Huawei, and on the similar time defining itself as cheap model with extra informal designs for a youthful viewers, Honor was shaping itself to be the piece of the puzzle of the Shenzhen totem: Huawei was changing into extra refined, costly and, with out neglecting mid and entry ranges both, dedicating extra effort to its high-end traces to compete strongly. And in the meantime Honor diversified, with traces maybe much less outlined and fickle relying on the yr. Traces, generally a mirror of Huawei, however cheaper. In 2019, the yr the swampy floor started for these manufacturers, we noticed:

  • Honor 20 Professional: high-end by specs, at 599 euros at its begin (keep in mind, the P30 Professional, up to date, 999 euros).
  • Honor 20: 499 euros of departure for a considerably extra trimmed high-end vary.
  • Honor 20 Lite: mid-range (higher), worldwide model of the Honor 20i.
  • Honor V30 and V30 Professional: high-end. The Professional would come out internationally because the Honor View30 Professional as a flagship in early 2020, though it did not get to be marketed internationally till a lot later.
  • Honor Magic 2 3D– An improved model of the Honor Magic 2, which added 3D facial recognition to the eye-catching function (the panel slide). It was by no means bought globally.
  • Honor 20s: mid-range (superior), it was not bought globally both.
  • Honor 9X Professional: the highly effective mid-range to compete within the worldwide market alongside the 20 Lite. 249 euros beginning value.
  • Honor 9X: one other mid-range to compete within the international market. 269 ​​euros.
  • Honor 8S: enter vary.
  • Honor 8A Pro: enter vary (on the market in Europe).
  • Honor Play 8A: enter vary.
  • Honor Play 3: a mid-range near the Honor 20S.
  • Honor Play 3e: extra primary and economical entry vary than the earlier one.

The scheme that we noticed earlier than through the years had turn out to be extra advanced, however all the time finishing Huawei in a cheaper price vary and extra placing designs. The showcase was additionally topped with smartwatches, headphones and different equipment, in a means formalizing a self-definition as a model, however with out dropping the hyperlink with Huawei and sharing parts, designs and, in some instances, amenities.

2021: the “new Honor”

Honor Magic 3 Pro Plus Colores 02

Honor Magic three Professional+

What is that this “new Honor”? It’s the obvious sea of ​​tranquility with respect to the round 26 launches (of mobiles and smartwatches) in 2020, the definition of the collection and the official independence. With the sale we talked about, Honor has turn out to be a model per se, leaving apart the prefix “sub” and, above all, detaching itself from what might hyperlink it to Huawei. Though not in the whole lot, as we are going to now see.

At in the present day’s occasion, captained from high to backside by Zhao, the CEO has proven the traces of the present Honor, at the least internationally:

  • Serie Magic: “premium flagships”, that’s, the flagships with essentially the most superior applied sciences and extra to the brim.
  • Honor Sequence: “highend class”, which is equal to a medium-high vary relying on the mannequin.
  • X Sequence: “important tier”, extra commonplace terminals. Most likely mid and entry ranges.
Series Honor

To start with, they’re fewer collection than we had seen earlier than (globally), though the change in technique is already noticeable within the definition and specification within the Magic and Honor collection. The Magic have been sporadic, particular releases, one thing nearly like Xiaomi’s MIX (however cheaper), and are actually Honor’s flagship line. Its Huawei P and Mate, flagships by definition and the newest, however with out that sporadic and anecdotal situation, you might be trying to scratch some what Huawei left when leaving the world top 5.

This yr’s Honors are the Honor 50 5G, 50 SE 5G and 50 Professional 5G, three mid-range mobiles with some attribute that brings them nearer to the highest and that they’ve a design cloned to the Huawei P50, along with the identify (Honor 40 would have touched, however this quantity has remained for the View40, introduced in China). They haven’t but reached the worldwide market, because the Honor Play 5 y 5T, the Honor Play 20, the Honor 20 5G and the Honor 20X SE, and after these three traces outlined by Zhao, it’s doable to assume that of all these, maybe “the brand new Honor” doesn’t export the Play and a few others outdoors of China or Asia.

Honor 50

Honor 50 collection.

For now, coming into nearly the third quarter of the yr, Honor has 13 cell launches and maintains its “1 + 8 + N” technique goal, which entails the manufacturing of many extra merchandise resembling headphones, good watches, computer systems and others. . For this, this redefined Honor tied collaborations with AMD, Intel, MediaTek, Micron Expertise, Microsoft, Qualcomm, Samsung, SK Hynix y Sony, in order that it places apart the doable scarcity issues with the Huawei Kirin, along with making certain the remainder of the parts (modems, screens, software program, and so on.).

All Huawei and Honor mobile phones for sale with Google services

With all this, the Honor of 2021 appears to be lowering and redefining the worldwide cell catalog, finishing its ecosystem of merchandise and, though we nonetheless see merchandise that remind others of Huawei, disassociating itself (at the least publicly) from its outdated mother or father model. And with this, a brand new path has been paved to take care of gross sales, which have risen once more at the least in China, in line with Zhao.

China Market

This Honor with the spirit of a phoenix has laid the final paving stone on that highway with three high-end mobiles whose value, as we mentioned, has reminded its ex-relative Huawei and its Huawei P and Mate: the Honor Magic three and three Professional , for 899 and 1,009 euros, and the Honor Magic three Professional +, for 1,499 euros. With Qualcomm’s strongest processor so far and several other notable specs, however maybe additionally with out the “outdated Honor” costs.


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