凤凰网科技讯（作者/于雷）12月31日，荣耀EMT管理团队今日发布题为《实干铸就新征程，信心开启 新未来》的2026年新年致辞，披露了公司在过去一年的核心经营数据及未来的战略规划。致辞显示，荣 耀2025年全球手机出货量首次突破7100万台，同比增长9%。值得注意的是，荣耀海外市场表现强劲， 销量增长47%，海外市场营收占比首次超过50%，这意味着荣耀已初步完成从依托本土到全球化布局的 结构性转变。 在区域市场表现方面，荣耀在拉美和中东非地区部出货量突破千万台，并在17个重点国家实现了超过 10%的市场份额。在高端产品线领域，凭借Magic V5的轻薄化设计，荣耀在欧洲折叠屏市场份额已攀升 至34%。此外，荣耀400系列全球发货量突破600万台，新开辟的电竞游戏赛道WIN系列首销表现同时也 不仅局限于手机品类，荣耀透露，名为"ROBOT PHONE"的阿尔法手机机器人计划于明年正式量产发 布，具身智能机器人也即将面世。 针对2026年的战略方向，荣耀明确将继续推进"阿尔法战略"，目标是转型为全球领先的AI终端生态公 司。荣耀方面表示，将建设阿尔法实验室，聚焦关键方向进行科技攻关，为N+2技术创新奠定基础。在 ...

新浪科技讯 12月31日下午消息，荣耀EMT管理团队今日发布题为《实干铸就新征程，信心开启新未 来》的2026新年致辞。 致辞中提到，2025年，荣耀全球市场版图持续扩张，手机发货首次突破7100万台，增长9%。中国区顶 住了压力，稳住了业务基本盘；海外销量增长47%，占比首次超过50%，拉美和中东非地区部出货量突 破千万台，17个重点国家份额超10%，构筑了新粮仓。随着本地化进程向深处扎根，荣耀海外市场的本 地布局也在加速推进。 在AI终端方面，今年10月亮相的ROBOT PHONE——阿尔法手机机器人，计划于明年量产发布；具身 智能机器人也即将面世，未来将走进每个人的生产生活；同时，荣耀持续加强原创性、引领性科技攻 关，聚焦关键方向，建设阿尔法实验室，致力于打造边端智能技术的创新策源地。 对于2026年，致辞提到，AI浪潮正加速重构产业格局，不断突破既有边界；全球内存供需承压、价格 大幅上涨……荣耀将以坚定信念迎接机遇与挑战。"越是寒冬时刻，越是考验我们在剧烈变化中识别风 险、灵活应对、抓住机会、快速调整的能力，稳步推进用户思维驱动全面2C变革，坚定目标、奋勇前 行！" 荣耀方面称，要坚定向AI终端生态公 ...

这不是荣耀第一次在AI领域释放信号。过去5年，从Magic系列开始，荣耀便在端侧AI能力上持续投 入，尝试让手机从"执行指令"转向"主动服务"。而ROBOT PHONE的出现，更像是这种思路的物理化延 伸：它融合了AI大脑、可动机械云台与影像系统，成为一个能自主转动、追踪、交互的终端。 吴晓波在演讲中回顾了荣耀5年来的AI技术积累。自2022年提出平台级AI战略，到2024年开启手机"自 动驾驶"时代，再到2025年又迎来一个关键节点：Magic OS 10及其自进化AI系统的落地。该系统驱动的 首款自进化AI原生手机荣耀Magic8，其搭载的YOYO智能体，已能自动执行3000多个场景，从智能日程 规划到无缝出行提醒等，实现了从"人找服务"到"服务找人"的转变。 在影像层面，Magic8同样展现出AI原生的深度赋能，凭借端侧AI影像算法与全焦段镜头配置，可实现 暗光环境下细节清晰可辨，动态场景对焦精准，展现出强大的影像实力。 据悉，荣耀的创新成果已获得国际权威认可。此前，荣耀"青海湖刀片电池"与"端侧AI换脸检测技术"双 双入选《时代》周刊2025年"最佳发明"榜单，成为唯一斩获主榜两项大奖的中国品牌。 【 ...

Core Insights - Honor's CEO Li Jian expressed a forward-looking vision for the brand's fifth anniversary, emphasizing a youthful and dynamic approach to its future journey [1] - The departure of key management members, including CMO Guo Rui, signals a significant leadership transition as the company approaches its IPO and navigates its fifth year of independence [1][3] Management Changes - Honor's management team has undergone multiple changes from fall 2024 to the end of 2025, with significant departures including former Vice Chairman Wan Biao and CEO Zhao Ming [3][4] - Wan Biao, a pivotal figure in Honor's early independence, left for personal reasons and subsequently joined a battery technology company as CEO [3] - Zhao Ming's resignation in January 2025 was attributed to health issues, marking a critical point in the leadership transition [3] - The new management team, including Li Jian as the new CEO, is expected to drive strategic restructuring and prepare for the upcoming IPO [4] IPO Progress - Honor completed a significant shareholding reform on December 28, 2024, changing its name to Honor Terminal Co., Ltd., which cleared the way for its IPO [6] - The shareholder base expanded to 23 entities, including major players like China Mobile and China Telecom, enhancing the company's resource foundation for the IPO [6] - As of June 26, 2025, Honor entered a substantive phase of its IPO process, with a structured three-phase guidance plan expected to conclude by March 2026 [6][7] Market Performance - Honor's market share faced challenges in 2024, dropping to 14.9%, a year-on-year decline of 8.1%, but showed signs of recovery in Q3 2025 with a share of 14.4% and 990,000 units shipped [8] - Despite the recovery, recent data indicates that Honor's market position remains unstable, fluctuating between the fifth and sixth ranks in the domestic market [8] - Changes in product pricing and user demographics may pose risks to the company's performance stability, particularly as a significant portion of its market share is concentrated in the price-sensitive segment [9]

Core Insights - Honor is celebrating its fifth anniversary as an independent brand, with CEO Li Jian emphasizing a youthful and energetic approach for the future [1] - The departure of key management members, including former brand marketing president Guo Rui, signals a significant leadership transition as the company prepares for its IPO [1][4] Management Changes - From fall 2024 to the end of 2025, Honor's core management team has undergone multiple changes, with significant departures including former vice chairman Wan Biao and CEO Zhao Ming [4][6] - Wan Biao, who played a crucial role in the company's supply chain reconstruction, left in September 2024, while Zhao Ming stepped down in January 2025 due to health reasons [4][6] - The new management team, including Li Jian as CEO and Guo Rui's successor as CMO, reflects a strategic shift aimed at preparing for the upcoming IPO [4][5] IPO Progress - Honor completed a significant shareholding reform on December 28, 2024, changing its name to Honor Terminal Co., Ltd., which cleared the way for its IPO [7][8] - The company has expanded its shareholder base to 23, including major players like China Mobile and China Telecom, enhancing its resource foundation for the IPO [8] - As of June 26, 2025, Honor has entered the substantive phase of its IPO process, with a structured three-phase guidance plan expected to conclude by March 2026 [8][9] Market Performance - Honor's market share faced challenges in 2024, dropping to 14.9%, a decline of 8.1% year-on-year, but showed signs of recovery in Q3 2025 with a return to the top five brands in China [10][11] - Despite the recovery, recent data indicates that Honor's market position remains unstable, fluctuating between the fifth and sixth ranks in the domestic market [10][11] - Changes in product pricing and user demographics may pose risks to the company's market stability, particularly as a significant portion of its customer base is price-sensitive [11]

Group 1 - The core observation is that HONOR is expected to regain its position in the top five smartphone brands in China due to the success of its 400 series and X70 models, despite a 2% year-on-year decline in overall smartphone sales in the first eight weeks of Q3 2025 [5][12]. - In Q2 2025, HONOR achieved a remarkable 42% year-on-year growth, driven by its impressive product lineup, particularly the popular 400 series and Magic 7 series [16]. - The HONOR X70 series stands out in the entry-level market with features like an 8300mAh battery and fast charging, although the overall brand sales saw an 8.1% decline in Q3 2025 [12]. Group 2 - The European smartphone market saw a return to growth in Q2 2025, with HONOR being a standout performer, achieving a 20% year-on-year increase in Q1 2025, confirming the success of its full-price product strategy [15][23]. - In the first half of 2024, HONOR's Magic V2 and Samsung Galaxy Z Flip5 each captured over 20% of the foldable smartphone market share, indicating strong competition in this segment [9]. - The Chinese foldable smartphone market experienced a 27% year-on-year growth in 2024, with HONOR securing a significant market share thanks to the strong sales of its Magic Vs 2 and Vs 3 series [35].

Core Insights - The Chinese smartphone market is experiencing a contraction, with a reported 0.5% year-on-year decline in shipments for Q3 2025, totaling approximately 68.46 million units [4] - Honor's smartphone sales have decreased by 8.1% year-on-year, marking the largest decline among mainstream manufacturers, resulting in a market share drop to 14.4%, placing it fifth in the domestic market [1][4] - Despite launching multiple new models in 2025, including the Honor 400 series, the "flooding the market" strategy has not effectively countered the overall sales decline [4][10] Market Performance - Honor's market share has been on a downward trend for several quarters, failing to rank among the top five in Q2 2025 [1][4] - The Honor Magic 8 series, launched on October 15, has seen disappointing sales, with only 120,000 units sold in the first five days, which is 65% of the previous generation's performance [5][7] - The brand's user retention rate is low at 18.8%, indicating challenges in maintaining customer loyalty compared to competitors [10] Competitive Landscape - Honor faces intense competition in the mid-range market from models like OPPO Reno, Huawei Nova14, and Vivo S30, which are gaining traction [4][5] - The high-end market remains elusive for Honor, as its flagship Magic 7 model did not secure a top-three position in the Chinese market for devices priced above $600 [5][7] - The brand's lack of proprietary technology in key areas such as imaging algorithms and system ecosystems limits its ability to compete with established players like Huawei and Apple [7][10] Strategic Adjustments - In response to market challenges, Honor has adjusted its marketing strategy, including appointing popular artist Xiao Zhan as a brand ambassador to enhance brand visibility [10] - The company has also announced its integration with the DeepSeek large model, positioning itself as the first Android manufacturer to do so [10]

Core Insights - Honor's global shipment of the 400 series has exceeded 6 million units [1] Company Summary - Honor's Sales and Service President, Wang Ban, announced the significant milestone of over 6 million units shipped for the 400 series [1]

Core Viewpoint - The article discusses the controversies surrounding Luo Wei, the Chief Imaging Engineer of Honor, particularly his inappropriate responses to criticism regarding the photo quality of the Honor Magic8 Pro, which may impact the company's goal of returning to the top three in the domestic smartphone market by the end of the year [3][5][14]. Group 1: Controversy and Criticism - Luo Wei has faced backlash for publicly insulting netizens who criticized the night photos taken by the Honor Magic8 Pro, raising concerns about his professionalism as a senior executive [5][7]. - The incident occurred after Luo Wei showcased the phone's night photography capabilities, but many users felt the quality did not meet expectations [5][14]. - Following the backlash, Luo Wei suggested that he was being attacked by "water army" online, implying that the criticism was not genuine [9][12]. Group 2: Company Goals and Market Position - Honor is currently aiming to recover from a sales slump and has set a target to return to the top three in the Chinese smartphone market by the end of this year [14][16]. - As of the second quarter, Honor ranked sixth in the Chinese smartphone market, with a year-on-year shipment decline of 19% [16]. - The upcoming release of the Honor Magic8 series is crucial for the company's performance and its ability to achieve its market goals [14][17]. Group 3: Strategic Changes and Initiatives - Honor has initiated several internal changes, including the "Eagle Plan," which involves restructuring key positions within the sales and service departments [17]. - The company has also launched the "Global Million Eagle Plan" to recruit top talent and enhance its workforce [17]. - Honor has introduced multiple new products this year, including the Honor Power, Honor GT Pro, and Honor Magic V5, with the Magic8 series being particularly significant for the second half of the year [17].

Core Insights - Chinese smartphone brands are increasingly popular in the Latin American market, with significant growth in sales and market share [1][2][3][4][5][6]. Market Performance - Overall smartphone sales in Latin America are projected to grow by approximately 2% in Q2 2025, reaching 34.3 million units [1]. - In Brazil, Motorola holds about 24% of the smartphone market share, while Xiaomi and Realme account for 17% and 6%, respectively [2]. - In Mexico, Chinese brands have captured around 43% of the smartphone market share, a significant increase from nearly zero in 2019 [3]. - In Peru, Xiaomi and Honor led smartphone imports with 890,000 and 830,000 units, reflecting quarter-on-quarter growth of 11.2% and 25.7% [3]. Consumer Preferences - Over 60% of Brazilian respondents prefer Chinese smartphones, with 67% believing China has a technological innovation advantage [2]. - In Ecuador, most of the 3.2 million smartphones imported in 2024 were Chinese brands, favored for their performance and value [4]. Innovation and Localization Strategy - Chinese smartphone brands are focusing on localization strategies, adapting products to meet local consumer preferences, which has helped build a loyal customer base [5][6]. - The introduction of AI features and high-quality designs in smartphones has positioned Chinese brands as leaders in innovation [6]. - Companies are increasingly investing in local production and supply chains in Latin America, enhancing manufacturing capabilities [7][8]. Industry Collaboration - Chinese smartphone manufacturers are establishing local production lines and partnerships in Latin America, contributing to job creation and technological skill development [7][8]. - Collaborative efforts in the smartphone industry are expected to improve understanding of local consumer needs and enhance regional industrialization [8].