原极氪CBO关海涛重回荣耀，或将负责全球市场营销业务

Core Insights - Guan Haitao, former Chief Brand Officer of Zeekr, has returned to Honor and is expected to lead the marketing department, indicating a strategic move for global marketing and brand enhancement during a critical IPO preparation phase [2][3] - Guan's dual reporting structure to both the Marketing and Sales Service Department and the Brand Marketing Department highlights the urgency for Honor to consolidate its global marketing system [2] - His return aligns with Honor's ongoing globalization strategy, focusing on overseas market marketing and organizational marketing capabilities [2][4] Company Background - Guan Haitao previously served as CMO and Head of E-commerce at Honor, where he significantly contributed to the brand's e-commerce system, which accounted for up to 80% of Honor's profits during his tenure [3] - During his two years at Zeekr, he oversaw the launch of high-end models, achieving a sales milestone of 222,000 vehicles in 2024, a year-on-year increase of 87% [3] Strategic Context - Honor is currently in the process of preparing for an IPO, having filed for listing guidance with the Shenzhen Securities Regulatory Bureau, with expectations to complete this by Q1 2026 [3] - The company is undergoing significant transformation, having appointed a new CEO and established an "Alpha Strategy" centered around AI terminal ecosystems [3] - The overseas market is becoming a new growth engine for Honor, and Guan's experience in global brand management at Zeekr is seen as a strategic asset for Honor's capital market ambitions [4]