五年前，荣耀以独立之姿横空出世，凭雷霆之势登顶中国市场，何等风光。 （图源：RD观测) 2024年第一季度荣耀曾达到17.1%的峰值，如今已经累计下降4.3个百分点，相当于缩水25%左右。 从季度走势看，2025年上半年一度跌至12.8%，三季度短暂回升到14.4%，但全年仍未能重返前五，这种市场份额的剧烈波动，暴露出其市场竞争力的严 重不稳与战略上的摇摆不定，而这背后，是荣耀正深陷"低端依赖症"的泥潭。 2025年手机市场呈现出鲜明特征，荣耀3款机型上榜，X系列与畅玩系列覆盖不同需求。第三季度数据显示，荣耀在2000元以下价位段的产品占比已攀升 至58%，较去年同期猛增12个百分点，其中X70系列凭借搭载超8000毫安时电池所带来的极致续航和超高性价比，一度成为拉动整体销量回升的关键引 擎。 五年后，不再年轻的它却遭遇 "中年危机"：低价战场陷入无休止厮杀，高端之路步履维艰；嘴上喊着 AI 转型、生态突围的转型宣言，实际却在设计、营 销上处处复刻华为，始终摆脱不了 "替代品" 的桎梏。 前有苹果、华为构筑的行业高墙，后有小米、OPPO 的步步紧逼，曾经意气风发的挑战者，如今困在进退两难的十字路口。 但荣耀绝 ...

Core Insights - Jiang Hairong, former CMO of Honor in China, has recently joined Changan Automobile as the CEO of its subsidiary, Deep Blue Automotive [1] - Honor announced Jiang's resignation from his position as CMO in January this year, effective immediately [1] - Jiang Hairong has a long history with Huawei, having joined in 2005 and held various positions, including Director of Mobile Product Engineering and Head of Product Marketing for Honor [1] Company Developments - Jiang Hairong's transition to Changan Automobile marks a significant leadership change within the company [1] - The lack of response from both Changan Automobile and Jiang Hairong regarding this transition indicates a potential strategic shift within the company [1] Industry Context - Jiang's experience in product marketing and management at Huawei and Honor may bring valuable insights and strategies to Deep Blue Automotive [1] - The automotive industry is witnessing increased competition and innovation, making leadership changes critical for companies aiming to enhance their market position [1]

Core Insights - The smartphone market in Latin America is projected to see a 2% year-on-year growth in shipment volume, reaching 34.3 million units by Q2 2025 [1] Company Performance - Xiaomi ranks second with shipments of 6.7 million units, achieving an 8% year-on-year increase, marking a historical high [1] - Honor's shipments surged by 70% to 2.9 million units, entering the top four for the first time and setting a new record [1] - Transsion ranks fifth with shipments of 2.4 million units, experiencing a 23% year-on-year decline [1] Market Dynamics - Xiaomi's growth is primarily driven by the performance of the Redmi A5 and 14C 4G models, particularly in Argentina, Colombia, and Central America [1] - Honor's breakthrough in Central America is attributed to the X series, Magic7 Lite, and 400 series, with the region surpassing Mexico to become Honor's largest market in Latin America [1]

Group 1 - The new CEO of Honor, Li Jian, emphasizes a collective leadership approach and shares personal stories to connect with the audience, highlighting the company's focus on technology and humanistic values [1][3][4] - Honor is currently facing challenges due to increased competition from Huawei and a decline in market share, but the rise of AI technology presents an opportunity for transformation into an AI terminal ecosystem company [3][7][10] - Li Jian's confidence stems from his extensive experience at Huawei, where he held various leadership roles, and he believes that the company can achieve a turnaround despite current challenges [5][10][11] Group 2 - Honor's market share in China has been declining, with a drop from 16% in Q1 2024 to being categorized as "others" by Q4 2024, and a 12.8% year-on-year decrease in shipment volume [7][10] - The company is undergoing significant internal restructuring, with 45% of key positions in the China region being reassigned through a competitive process, indicating a focus on enhancing organizational effectiveness [9][10][11] - The launch of the Honor 400 series aims to strengthen the company's position in the mid-range smartphone market, featuring advanced technology and competitive pricing [12][13] Group 3 - Li Jian outlines a strategic framework for transformation, termed "433," which includes four types of thinking, three driving forces, and three main lines of change, focusing on elevating business capabilities [8][10] - The "Alpha Strategy" aims to transition Honor from a smartphone manufacturer to an AI terminal ecosystem company, with a focus on collaboration and innovation in AI technology [15][16] - Honor has initiated the "Global Million Eagle Plan" to recruit top talent and enhance brand strength, recognizing the need to improve its market position against competitors like Huawei and Apple [15][17]

Core Insights - The smartphone market is witnessing a shift from curved screens to flat screens, driven by consumer demand for practicality and usability [1][3][5] - There is a growing interest in small-screen smartphones (below 6.3 inches), as recent models have begun to overcome previous performance and battery life limitations [11][13][15] - The trend towards flat screens and small screens reflects a more mature consumer perspective, prioritizing functionality and ease of use over aesthetic appeal [17] Flat Screen Trend - Since Q4 of the previous year, flagship smartphones have predominantly adopted flat screen designs, with notable examples including Honor Magic7 and OPPO Find X8 [3] - Flat screens offer several advantages over curved screens, such as higher durability, lower production costs, and reduced accidental touches [5] - The upcoming OPPO Find X8 Ultra is set to feature a flat screen, marking a significant departure from traditional design norms for Ultra models [7] Small Screen Resurgence - The introduction of mini models, such as the vivo X200 Pro mini, has reignited interest in small-screen smartphones, which are now being recognized for their flagship-level performance [11][13] - The "impossible triangle" of performance, battery life, and imaging capabilities has been addressed in recent small-screen models, making them more appealing to consumers [11][15] - Upcoming models like OPPO Find X8s and OnePlus 13 mini are expected to further enhance the small-screen segment, providing consumers with more options [15] Consumer Preferences - The return to flat and small screens indicates a shift in consumer preferences towards practical and user-friendly designs [17] - Flat screens are perceived to have lower touch error rates and better durability, while small screens are appreciated for their portability and ease of handling [17] - Overall, the industry is moving towards products that align with consumer demands for usability and reliability [17]