荣耀跌回华为的“影子”

Core Viewpoint - The article discusses the challenges faced by Honor as it attempts to establish its identity separate from Huawei, while simultaneously experiencing a significant decline in market share and struggling to innovate in a competitive smartphone market [1][2][4][5]. Group 1: Market Performance - Honor's market share has significantly declined over the past year, dropping from over 17% in Q1 2024 to below 13.7% in Q1 2025, leading to its exclusion from the top five smartphone manufacturers [4][5]. - In contrast, Huawei has maintained a strong market presence, consistently ranking in the top three and achieving the number one position in Q2 2025 [2][5]. Group 2: Brand Identity and Strategy - The use of celebrity endorsements, such as actor Nicholas Tse, has sparked discussions about Honor's attempts to align itself with Huawei, raising concerns about its ability to create a distinct brand identity [1][2][7]. - Honor's product designs and features have been criticized for closely resembling those of Huawei, leading to perceptions that it lacks originality and innovation [7][10]. Group 3: Innovation and Future Direction - Honor has initiated internal reforms and established new departments to drive innovation, but these efforts have yet to yield significant breakthroughs in product differentiation [5][12]. - The company aims to transition from a smartphone manufacturer to a leading AI terminal ecosystem company, emphasizing the importance of AI in its future strategy [11][13].