Honor’s Double 11 Opens with a Bang the Foldable Screen Family Performs a Magic Trick with Champion Hats

Honor's Double 11 Launches with a Bang Foldable Screens Take Center Stage, Putting on a Magical Performance with Champion Hats

[Mobile China News] On November 1st, Honor’s double 11 sales report was released: the Honor foldable screen family unleashed its full power, winning the sales championship in the foldable screen category; the Honor Magic Vs2 won the single-product sales championship in both JD.com and Tmall platforms; the Honor V Purse won the single-product cumulative sales championship on JD.com. From the single-product sales champion to the debut of the foldable screen family, dominating multiple platforms, Honor’s foldable screen series products have made a strong start in the high-end market for this year’s double 11.

In the currently sluggish smartphone market, Honor’s impressive performance in this year’s double 11 is a result of the strong market momentum accumulated since the third quarter. The three-foldable screen hit ensures that Honor firmly holds a leading position in the industry. In the current market of intense competition, Honor’s explosive sales growth not only brings tremendous pressure to competitors but also serves as the best proof of the success of Honor’s strategic layout. In this highly competitive era, such achievements are not accidental. They are the result of Honor’s strategic deployment in the foldable screen field and continuous investment in technological innovation.

In the past three months, it is clear to see Honor’s remarkable progress in the foldable screen field. From the Honor Magic V2, to the Honor V Purse, and now the Magic Vs2, Honor has not only overcome the core pain points of previous foldable screen products such as thickness, weight, and price but has also produced products that are on par with traditional flagship smartphones, driving the transformation of foldable screen devices from pioneers to mainstream.

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On July 12th, Honor Magic V2 was officially launched, with a closed thickness reduced to 9.9mm, successfully leading the foldable screen smartphones into the millimeter era, and capturing the top market share in the foldable screen single-product market in the third quarter. On September 19th, the Honor V Purse wallet foldable screen was officially released, showcasing Honor’s fashionable expression and exploration of new interactive experiences in foldable screens. The layout of Honor’s foldable screens further expanded to include an outward folding design, and since its launch, it has been extremely popular and difficult to get. On October 12th, the Honor Magic Vs2 was officially released, weighing only 229g, bringing a flagship-like experience, and igniting a wave of foldable screen popularization. The triple-hit of foldable screens in the second half of 2023 became the core driving force behind Honor’s successful start in this year’s double 11.

When we delve into it, we will find that the core driving force behind Honor’s creation is inseparable from future-oriented investment through high-intensity research and development. Statistics show that among all consumer electronics companies, Honor has the highest research and development intensity. In 2022, its research and development intensity ranked among the top six in the country, accounting for nearly 10% of its revenue. Under such high-intensity counter-cyclical investment, Honor constantly brings technological breakthroughs and experiential innovations. It has built a moat for the brand in terms of long battery life, eye protection screens with 3840Hz zero risk dimming, and self-developed RF chip innovation technology, creating superior experiences in terms of battery life, eye protection screens, and strong communication capabilities.

Sales volume is the best proof. With technology as the driving force, Honor’s foldable screen smartphones have gained recognition from many consumers in the market. According to iResearch’s “Insights Report on Chinese Foldable Screen Smartphone Users in 2023”, in July and August 2023, Honor’s Magic V2, which was launched in July, saw a 31.3% increase in its user base, surpassing the products of brands such as Huawei, Vivo, and Samsung, and claiming the top spot in the horizontal foldable screen smartphone market, with growth far exceeding the overall growth of the foldable screen market during the same period. At the same time, according to IDC’s report, after four quarters, Honor regained the top position in the domestic mobile phone market with a market share of 19.3% in the third quarter, and with its three new foldable products, it has seen significant growth in the high-end market above $600, as its lightweight and thin foldable screen smartphone has become deeply ingrained in people’s hearts.

In addition, Honor has demonstrated a strong ability to attract new users. It not only attracts users of OV and Xiaomi, but also converts a large number of Apple and Huawei users. According to frontline channel sources, within two months of the launch of Honor Magic V2, the influx of Apple users was three times that of the same period for Magic V, a growth of 300%.

In this new race track for foldable screen smartphones, Honor, with its strong product competitive advantage, has gained the strength to rival Apple and Huawei in the high-end market. From its launch to this year’s Double 11 promotion, its product sales have continued to grow, with each product becoming popular and sparking a foldable screen popularity storm. This has gradually made Honor CEO Zhao Ming’s statement of “saying goodbye to Apple’s dominance in the high-end market” a reality. Only with challengers can there be successful challengers. In the face of the unpredictable market competition environment, Honor is using foldable screens as its guide to form core competitive advantages, drive overall high-quality growth for the brand, and rise as the “third pole” that competes with Apple and Huawei in the high-end market.

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