日前，由运营商财经网独家打造的"2025年度手机业十大杰出总裁"榜单已正式公布，荣耀CEO李健在一 众高管成功上榜。 运营商财经网副总编刘平表示，回顾已经过去的2025年，荣耀手机交出了一份不错的答卷。李健在任期 间，主导产品、渠道调整，在推动品牌在产品端夯实基本盘同时，同时推进"阿尔法战略"，分阶段向全 球领先的AI终端生态公司转型。一系列举措带动了企业业绩的增长，也彰显了李健的个人能力。 运营商财经网讯 运营商财经（官方微信公众号yyscjrd）—— 主流财经网站，一家全面覆盖科技、金融、证券、汽车、 房产、食品、医药、日化、酒业及其他各种消费品网站。 运营商财经网此次推出的杰出榜系列榜单，涵盖了各行各业的细分领域，秉持着客观、公正、全面的原 则，没有任何商业目的，旨在通过系列榜单反映行业发展动态。 ...

Core Insights - Guan Haitao has returned to Honor as the head of the marketing department, focusing on overseas marketing and capability building [2][3] - His previous experience includes significant contributions to Honor's brand restructuring and e-commerce strategy, which generated 80% of Honor's profits [2] - During his tenure at Zeekr, he led the marketing for key models and achieved a sales growth of 87% in 2024, with sales surpassing 222,000 units [2] Group 1 - Guan Haitao's return coincides with Honor's critical phase of "second entrepreneurship" and the implementation of the AI terminal ecosystem "Alpha Strategy" [3] - Honor initiated its IPO process in June 2023, aiming for completion between January and March 2026 [3] - Guan's dual experience in both the smartphone and automotive industries aligns with Honor's current strategic needs [3]

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]

Core Insights - The CEO of Honor Terminal Co., Ltd., Li Jian, attended the World Internet Conference in Wuzhen, sharing the company's innovations in the AI terminal field and the progress of the Alpha strategy [2] - Li Jian proposed the initiative "Building the Bridge to the Future, Co-Creating a Smart World," emphasizing that AI intelligence will eventually surpass human capabilities, with terminals serving as the core carriers of AI services [2] - Honor plans to invest $10 billion over five years in the Alpha strategy, which aims to create a leading global AI terminal ecosystem in three phases [2] - The Alpha strategy has made substantial progress, with products like the Magic 8 series advancing the goal of creating smart phones [2] - Next year, Honor will launch the Robot Phone, integrating AI, embodied intelligence, and high-definition imaging, aiming to create a "new intelligent life form with warmth" [2] - In terms of ecosystem development, Honor has connected over 4,000 ecological MCPs and intelligent entities through a system-level MCP architecture, achieving cross-brand intelligence integration with HarmonyOS, Android, iOS, and Windows [2] - The recently announced "1×3×N" ecological strategy and HONOR AI Connect platform are collaborating with industry partners to build smart home and transportation industry clusters [2] Research and Development - Honor currently has over 70% of its workforce dedicated to research and development, with more than 2,100 AI-related patents, providing a solid foundation for its AI terminal strategy [3]

Core Viewpoint - The CEO of Honor, Li Jian, stated that AI intelligence will eventually surpass human capabilities, positioning terminals as the core carrier for AI services to humanity [1] Group 1: AI Strategy - Honor launched the "Alpha Strategy" in March this year, planning to invest $10 billion over five years to build a leading global AI terminal ecosystem [1] - The strategy is being implemented in three phases, with substantial progress already made [1] Group 2: Product Development - The Magic8 series and other products are continuously advancing towards the goal of creating "smartphones" [1] - Next year, Honor will introduce the Robot Phone, which integrates AI, embodied intelligence, and high-definition photography, aiming to create a "new intelligent life form with warmth" [1] Group 3: Future Initiatives - Honor plans to establish the Alpha Laboratory as part of its ongoing commitment to AI development [1]

Core Insights - Honor's Alpha strategy has transitioned from planning to physical implementation with the opening of its first flagship store in Shenzhen Bay, marking a significant milestone in its transformation from a smartphone manufacturer to an AI terminal ecosystem company [1][3] Group 1: Alpha Strategy Overview - The Alpha strategy was officially launched in March 2025, aiming to transform Honor into an AI terminal ecosystem company, with a three-phase approach: starting with smart phone development, then expanding into AI ecosystems, and ultimately exploring general artificial intelligence [2] - The flagship store serves as a core platform for the Alpha strategy, designed as an "AI terminal smart living innovation workshop" to enhance consumer experience and foster collaboration among creators [1][2] Group 2: Flagship Store Features - The flagship store features interactive experiences, including a creative interaction between a robotic dog and a traditional lion dance, showcasing the blend of technology and tradition [3] - The store includes an AI assistant experience area with four thematic scenarios: AI lifestyle, AI device assistance, AI creation, and AI companionship, emphasizing convenience and accessibility [3] Group 3: IPO and Future Prospects - Honor's IPO is progressing smoothly, with the company having received listing counseling approval, and the fundraising will focus on key areas of AI research and development [3][4] - The IPO is expected to mark the beginning of a new chapter for Honor in the capital market, potentially making it the first stock in the A-share market focused on the AI terminal ecosystem [3]

Core Insights - Honor's Alpha Global Flagship Store has officially opened in Shenzhen Bay MixC, marking a significant step in the company's Alpha strategy towards creating a global AI ecosystem [1][2] - The flagship store aims to serve as a "global living room" for AI developers, partners, and users, supporting the development of the AI industry cluster in the Greater Bay Area [1][2] Group 1: Alpha Strategy Implementation - The opening of the flagship store signifies the transition of Honor's Alpha strategy from planning to tangible execution, showcasing the company's commitment to becoming a leading AI terminal ecosystem company [2] - Honor's CEO articulated a three-step approach to the Alpha strategy, focusing on expanding technological, industrial, and human potential boundaries in the AI era [1][2] Group 2: Store Features and Experience - The store features an immersive technology atmosphere with design elements inspired by the Shenzhen Bay landscape, including a waterfall and a rotating staircase [2] - An AI experience area showcases products like a lightweight 350g foldable projector and a stringless guitar, highlighting the integration of AI in entertainment and travel [2] Group 3: Collaborative Ecosystem Development - Honor has partnered with China Resources to invite AI companies from the Greater Bay Area for collaborative scene creation and solution demonstrations [3] - The flagship store acts as an "ecological interface," promoting cross-enterprise collaboration and enhancing the cluster advantage in the AI terminal sector [3] - Honor aims to deepen its smart ecosystem through an "open, co-create, and share" philosophy, contributing to the global AI industry [3]

Core Insights - Honor has officially released its 2024 Environmental, Social, and Governance (ESG) Report, emphasizing the importance of ESG as a long-term strategy focused on green environmental protection, privacy security, technology for good, youth empowerment, employee development, industrial collaboration, and responsible governance [1][2] Group 1: ESG Commitment - Honor aims to achieve carbon neutrality in its operations by 2040 and throughout its value chain by 2050, establishing a strong commitment to environmental protection [2] - The company has identified four key areas for carbon neutrality: green products, green manufacturing, green operations, and green partnerships, and has already made progress in these areas [2] Group 2: Green Product Initiatives - In 2024, Honor's green product initiatives have led to a reduction and avoidance of approximately 1,497 tons of greenhouse gas emissions, with 150 models of smartphones and tablets certified for environmental standards [2] - The total amount of recycled and bio-based plastics used in products reached 310 tons in 2024, showcasing the company's commitment to sustainable materials [2] Group 3: Innovation and Accessibility - Honor focuses on human-centered technological innovation, providing AI-powered accessibility features such as screen reading and AI subtitles, benefiting users with disabilities and the elderly [3] - As of the end of 2024, the screen reading feature has benefited 3.8 million users, while nearly 1.2 million users benefit from the AI subtitle feature each month [3] Group 4: Future Directions - The release of the ESG report marks a systematic review of Honor's practices in the past year and serves as a new starting point for deepening its ESG strategy [3] - Moving forward, Honor will continue to align with its Alpha Strategy, focusing on green environmental protection and technology for good, integrating ESG principles into product innovation and corporate operations [3]

Core Viewpoint - Honor has successfully transitioned from a struggling company to one of the top three smartphone manufacturers in China, initiating a significant AI transformation and preparing for an IPO, marking a pivotal moment in its strategic evolution [3][5][30]. Group 1: Company Evolution - Honor began its independent journey in late 2020, requiring a complete rebuild of its technology, brand, and market capabilities [2]. - Despite initial skepticism from the market, Honor has not only survived but thrived, establishing itself among the leading smartphone brands in China [3][30]. - The company is now positioned to become the first "AI terminal ecosystem" company listed on the A-share market, indicating a shift from traditional hardware manufacturing to a focus on AI-driven ecosystems [5][6]. Group 2: Strategic Transformation - Honor's strategic shift reflects a deep understanding of the evolving consumer electronics landscape, moving from hardware-centric models to creating a comprehensive AI terminal ecosystem [6][7]. - The launch of the IPO process is seen as a critical step in accelerating the development of this AI ecosystem, providing necessary capital support [5][6]. - The company's approach emphasizes the integration of AI into user experiences, moving beyond mere hardware performance to delivering seamless, intelligent interactions [7][8]. Group 3: Product Innovation - The release of the Honor Magic V5 marks the first flagship product following the company's transition to an AI terminal ecosystem, showcasing advanced features and capabilities [10][24]. - Honor positions the Magic V5 as a leading AI smartphone, integrating cutting-edge technology and design to enhance user productivity and experience [10][15]. - The device aims to address contemporary challenges faced by users, such as time management and efficiency, through innovative AI functionalities [17][24]. Group 4: AI Strategy - Honor's "Alpha Strategy" outlines a three-phase approach to AI integration, focusing on developing smart devices, building an AI ecosystem, and exploring human-machine collaboration [21][24]. - The company plans to invest over $10 billion in the next five years to establish a comprehensive AI ecosystem, indicating a long-term commitment to this strategic direction [24][29]. - Honor's AI strategy emphasizes collaboration with various stakeholders to create a robust ecosystem, moving away from traditional hardware competition towards a more integrated AI-driven approach [29][30].

Core Viewpoint - Honor is set to launch a series of new products in the second half of the year, aiming to stabilize internal operations and prepare for an upcoming IPO, under the leadership of new CEO Li Jian [1][7][18]. Group 1: Internal Stability - The internal environment at Honor has been relatively unstable due to leadership changes, with six out of eight regional heads being adjusted since the resignation of former CEO Zhao Ming [4][5]. - Li Jian has initiated the "Eagle Plan" to reform the management structure, opening 38 key positions for public competition, resulting in a 45% adjustment in leadership roles [5][6]. - The launch of numerous new products is seen as a way to demonstrate internal stability and boost employee morale [6][18]. Group 2: Shareholder Expectations - Honor's immediate priority is its IPO, with recent steps taken to prepare for this, including completing a share reform and filing for guidance with the Shenzhen Securities Regulatory Bureau [8][10]. - Recent sales data indicates a decline in market share, with a 12.8% year-on-year drop in smartphone shipments, which raises concerns among shareholders about maintaining a favorable valuation [10][11]. Group 3: Li Jian's Leadership Challenges - Li Jian faces significant pressure to ensure that the company's operations and leadership remain stable, especially in light of the IPO requirements that stipulate no major changes in business or management within three years [11][12]. - The "Alpha Strategy" announced by Li Jian focuses on developing AI smart terminals and ecosystems, which aligns with current market trends [13][15]. - There is a need for tangible product innovations to support the strategic narrative, as previous efforts may not be sufficient to meet market expectations [17][18]. Group 4: Product Development and Market Position - The recent launch of the Honor Magic V5 showcases advancements in product design, particularly in achieving thinner foldable screens, but the innovations are not deemed groundbreaking [20][22]. - Li Jian is tasked with finding a unique identity for Honor that distinguishes it from competitors, especially as the company faces pressure from Huawei's return to the market [36][37]. - The success of the Magic V5 is seen as a positive start, but sustaining the company's valuation and supporting significant investments in AI will require new revenue streams [38][39].