Core Viewpoint - Honor is attempting to break its sales slump with the launch of the Honor 400 series, which is seen as a crucial product for regaining market share in the competitive mid-range smartphone segment [1][5][21]. Group 1: Sales Performance and Market Position - Honor has experienced a significant decline in sales, dropping out of the top five in domestic shipments and facing challenges since the second half of last year [2][3]. - The company's market share has decreased from a peak of 20% to below 14% as of Q1 2024, indicating a loss of competitive ground to rivals like Huawei and Xiaomi [10][12]. - The Honor 400 series has shown promising initial sales, surpassing previous models and entering the top 15 in sales rankings shortly after launch [5][9]. Group 2: Strategic Changes and Leadership - Following a leadership change, CEO Li Jian has initiated extensive reforms in strategy, management, and organizational structure to revitalize the company [4][16]. - The new management team is focusing on a more targeted distribution strategy, moving away from a broad approach to a more precise and flexible one, particularly in offline channels [9][10][14]. - Li Jian's vision for Honor includes transforming it into an AI terminal ecosystem company, aiming to leverage AI technology beyond smartphones [20][22]. Group 3: Competitive Landscape and Challenges - The competitive landscape remains intense, with offline channels being crucial for sales, where Honor has struggled against established players like Huawei and Xiaomi [3][13][14]. - Analysts express skepticism about Honor's ability to regain a top-three position in the domestic market, citing significant gaps in market share compared to leading brands [26][28]. - The company faces pressure to deliver short-term results to satisfy market expectations while undergoing long-term structural changes [29][30].
李健操盘荣耀重返前三：线下渠道暗藏胜负手
3 6 Ke·2025-06-20 02:37