Zhao Ming The pace of chasing by friendly competitors is the driving force behind Honor’s continuous innovation.

Competitive Friends The Key to Honor's Unstoppable Innovation, Driven by Zhao Ming's Pursuit

【Mobile China】On November 23rd, the Honor 100 series was officially released, and its features such as the DSLR-level portrait camera, oasis eye protection screen, flagship dual-core processor, and starting price of 2,499 yuan made the end of November particularly lively. In the subsequent first sales report, the Honor 100 series did ignite market demand. Within 30 minutes of its release on all e-commerce platforms, sales increased by 260% compared to the previous year, and sales of the Honor 100 Pro increased by 500% compared to the previous year. On December 1st, the Honor 100 series directly broke all previous first sales records in Honor’s history, both online and offline. It delivered a highly anticipated gift for the new Honor’s third anniversary with remarkable success.

After the press conference, Honor CEO Zhao Ming also accepted our interview and answered the questions everyone is concerned about. He also revealed Honor’s future development direction and strategy.

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The Honor Digital Series has always been at the forefront of mobile imaging. The parallel dual cameras introduced by the Honor 6 Plus opened the era of dual cameras on smartphones. The subsequent Honor Digital Series continued to innovate and continuously moved towards AI imaging with one product after another. After Honor became an independent brand, the Digital Series took on the responsibility of imaging and positioned itself as a “portrait camera.” With this year’s Honor 100 series, Honor boldly claims to have a DSLR-level portrait camera to showcase its new breakthroughs in the field of photography to the public.

Zhao Ming pointed out that in the past, there were phones that claimed to compete with DSLRs, but in reality, the results were not comparable. However, now, with the implementation of technology and AI, as well as the calibration of internal algorithms, Honor products can truly match DSLRs in terms of photography capabilities. AI, in particular, gives smartphones an advantage over DSLRs because Honor uses AI power to compensate for the size of lenses and insufficient light, striving to be the best in the world.

The Honor 100 series is the first to feature the Sony IMX906 DSLR-level OIS main camera, with an f/1.95 large aperture. Together with AI power, it can simulate the optical blurring effect of professional DSLR cameras, gradually blurring the background of portraits, creating a natural transition between blur and sharpness, and producing a soft and beautiful blur inside and outside the focal point. Additionally, it is equipped with HDR light and shadow algorithms, portrait-level skin tone optimization, facial golden ratio optimization, and 4D natural three-dimensional makeup algorithms. Ultimately, when consumers press the shutter button, the Honor 100 series delivers a DSLR-level portrait photo through a series of processes.

Although this year marks the third anniversary of Honor, in terms of technical reserves, it looks more like a brand that has been around for thirty years. In an interview, Zhao Ming stated that Honor’s signal surpasses Apple’s by several blocks and in terms of eye protection and platform-level AI, Honor is also leading its competitors. Take eye protection for example, in the future, all manufacturers will follow Honor’s direction in terms of eye protection technology, it just depends on how quickly or slowly everyone catches up. Currently, only Honor can achieve 3840Hz risk-free dimming, and it will take competitors a while before they catch up. This confirms the difficulty and value of Honor’s Oasis eye protection screen. However, on November 29th, the Redmi K70 Pro also announced support for 3840Hz ultra-high frequency dimming, it seems that Honor will have to continue to accelerate.

Another example is foldable smartphones. For the past few years, Honor has been pursuing and creating foldable smartphones to replace flat-panel devices. The first generation product, Magic V, the second generation upgraded to Magic Vs, and then further upgraded to Magic V2. Both Magic V2 and Magic Vs2 have set new records for thinness, with V Purse achieving a thickness of 8.6mm. Honor has broken the biggest barrier in terms of thickness and weight between foldable screens and flat-panel devices. Zhao Ming believes that…

Regarding large-scale models, Honor’s understanding is completely different from what many smartphone manufacturers claim. Zhao Ming stated that currently, many manufacturers compress large-scale models onto phones, but when you write an essay or a sci-fi novel, it actually has nothing to do with smartphone AI. This development direction is fundamentally wrong for the smartphone industry.

Honor’s AI is designed to make the phone understand you better and become more useful the more you use it. With the support of platform-level AI, the smoothness of the phone will improve, and various application scheduling will be more accurate. Personalization of the operating system is the future direction of development, which is also the value proposition of Honor in terms of the operating system. For Honor, Android is an ecosystem, but the core development ability of the operating system in the future, which is built by Magic OS, is personalized consumer service.

For the third anniversary of Honor, after experiencing highs and lows, it understands better what it needs. According to IDC’s report on the third quarter shipment volume of the Chinese smartphone market, Honor’s Magic V2 leads all foldable screen products with strong product power and becomes the number one market share in the foldable screen single product market for the quarter. In the high-end market above $600, Honor’s share has significantly increased with three new foldable screen products, reclaiming the top spot in the Chinese market with a 19.3% share of the shipment volume. In the domestic market, Honor, through continuous battles, has finally gained the right to speak, and the next goal is the overseas market.

Zhao Ming said that since the beginning of its independence until now, Honor has almost not shipped in the overseas market for nearly 18 months, with almost all retail and market channels being reset to zero. After re-establishing the market for Honor, the overseas market for Honor has been in a high-speed growth state for the past two years, and there is no growth ceiling in the next five years.

When asked about the listing plan, Zhao Ming said that reverse merger listing has never been Honor’s choice. Today, whether it is the development in the field of product research and development, the growth in the market field, the growth of the brand, or the platform and financial situation of the entire company, the company has demanded itself according to the strictest standards. Our cash flow profit realization rate is 130%. We hope that through this process, more people, including global consumers and customers, can understand and get to know Honor, and let more Chinese consumers understand and recognize Honor.

Currently, Honor’s 1 millionth foldable screen officially goes offline, which is actually the best example of Honor in the world. One million units will stimulate and accelerate the development and evolution of the industry towards lighter and thinner foldable screens, providing consumers with more choices. To achieve globalization, Honor needs to utilize the best global resources to create the strongest mobile phone products, while expanding the global market and competing with the strongest competitors in the high-end market.

Zhao Ming also answered questions about the cloud services launched by the Honor 100 series. Honor chooses what to do and what not to do. For example, some capabilities enabled by AI, the sports and health field, and the smart space are all built by ourselves. But for areas like transportation, entertainment, and music, we adopt a cooperative approach. Honor provides some basic mobile internet services, including storage, and leaves the rest to partners to handle.

In three years, Honor has gone from hitting rock bottom to returning to its peak, demonstrating great ambition and extraordinary endurance. On the occasion of its third anniversary, Honor knows even better what it wants. With innovations such as DSLR-level portrait mode and eye-protecting Oasis screen, the brand has created a unique experience for users. The next three years will also be a period of continuous effort, with Honor’s gaze not limited to the domestic market but extending globally, aiming for a decisive battle with Samsung and Apple in the high-end market. There can be no successful challengers without challenges, so let’s salute Honor, this young challenger.

The silver saddle shines on the white horse, and it gallops like a shooting star. The world is eagerly awaiting the emergence of Honor.

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