摘要： 精益生存存量比赛开打，谁更焦虑？ 智能手机市场表面平静下的暗流涌动，揭示了一个被普遍忽视的真相，在智能终端竞争进入重资产焦虑的关口，最年 轻的玩家反而最可能跑出上扬的增长曲线。 15%的平衡陷阱 2025年的中国手机市场，维持着一种脆弱的平衡，也可谓是竞争焦灼。在华为、苹果、vivo、小米、OPPO和荣耀组成 的中国区六强之间，形成了一种份额在15%上下波动的僵持格局。 看上去这是一个健康的稳定市场，但实际上是存量进入肉搏白热化的信号。原因很简单，因为每一个百分点的得失， 都意味着硬碰硬的资源投入与竞争。这意味着，每一家厂商都必须通过精细化的运营、差异化的产品和深耕的渠道， 才能来守住自己的基本盘。 然而，在看似胶着的平衡之下，有一股力量正在悄然冒头。市场研究机构Omdia的报告显示，2025年荣耀全球智能手 机发货量首次突破7100万台，实现9%的同比增长。 作为六强中最年轻、且唯一以单一品牌作战的选手，荣耀在这片平衡的竞争态势之下，展现出独特的韧性。 减配VS涨价，供应链风暴来了 首先，是精准卡位，远离消耗战泥潭。荣耀在全球市场展现出罕见的战略定力。在海外，坚决聚焦 300-499美元的中 高端价 ...

近日，" 折叠屏到了东北就是' 碎碎冰' "的消息，登上微博热搜。 有网友在社交平台发帖称，自己带着折叠屏手机到寒冷地区游玩，结果打开手机时发现， 屏幕被冻坏或冻裂了 。也有网友表示， 自己的 折叠屏手机在东北使用，没出现问题 。 据极目新闻消息，一家手机品牌授权维修店工作人员表示，近日到店因温度太低维修折叠屏手机的顾客 不太多 ，"现在很多人都知道折叠 屏手机在低温室外不要打开了， 手机开箱时也有注意事项提醒温度太低时不要折叠 "。 另一名其他品牌的工作人员称，在东北室外使用折叠屏手机时尽量不要折叠， "进入室内后最好先缓一缓焐热了再用， 不然冻时间长了屏 幕容易坏，建议温度零上时使用折叠屏 "。 折叠屏手机开箱时的提示信息 市面常见的多款折叠屏手机使用建议显示，它们的正常工作温度 通常在0℃至35℃左右，高温和极低温会影响电池、屏幕和性能 。 折叠屏手机如何"安全越冬"？ 专家提醒！ 据科技日报2025年12月26日报道，北京理工大学计算机网络攻防对抗技术研究所所长闫怀志表示，"折叠屏不耐低温的核心在于 材料物理 特性的改变 。" 折叠屏采用的柔性OLED屏幕由多层高分子材料、有机发光层和超薄玻璃（UTG ...

折叠屏手机开箱时的提示信息 市面常见的多款折叠屏手机使用建议显示，它们的正常工作温度通常在0℃至35℃左右，高温和极低温会影响电池、屏幕和性能。 折叠屏手机如何"安全越冬"？ 近日，"折叠屏到了东北就是'碎碎冰'"的消息，登上微博热搜。 有网友在社交平台发帖称，自己带着折叠屏手机到寒冷地区游玩，结果打开手机时发现，屏幕被冻坏或冻裂了。也有网友表示，自己的折叠屏手机在东北 使用，没出现问题。 据极目新闻消息，一家手机品牌授权维修店工作人员表示，近日到店因温度太低维修折叠屏手机的顾客不太多，"现在很多人都知道折叠屏手机在低温室 外不要打开了，手机开箱时也有注意事项提醒温度太低时不要折叠"。 另一名其他品牌的工作人员称，在东北室外使用折叠屏手机时尽量不要折叠，"进入室内后最好先缓一缓焐热了再用，不然冻时间长了屏幕容易坏，建议 温度零上时使用折叠屏"。 折叠屏采用的柔性OLED屏幕由多层高分子材料、有机发光层和超薄玻璃（UTG）构成，这些材料存在玻璃化转变温度——就像玻璃制品，高温时可以随 意塑形，一旦冷却就会变得坚硬脆弱。因此，超低温条件下，折叠屏材料可能被"冻结"，从柔韧的高弹态转变为脆硬的玻璃态，弯折时易断裂。 ...

近日，不少网友在社交平台吐槽"折叠屏被冻坏了""折叠屏到了东北就是碎碎冰"，尤其随着冰雪旅游季的到来，该类话题讨论热度不断升温。 智通财经搜索相关社交平台发现，有不少网友吐槽。一位北京网友吐槽说，"北京最近下雪其折叠屏手机在车里放了几小时，拿出来一展开屏幕就听见咔咔 玻璃碎了的声音，然后就漏液了。"从网友配发的相关图片看，手机打开折叠屏变成了"极光色"。有网友晒出折叠屏手机的开箱提示，其中一条提醒：低至 零下5度请勿弯折手机；网友调侃"折叠屏真的很脆弱……"。 据极目新闻报道，记者致电多家手机品牌授权维修店。一名工作人员表示，"现在很多人都知道折叠屏手机在低温室外不要打开了，手机开箱时也有注意事 项提醒温度太低时不要折叠"。另一名其他品牌的工作人员称，在东北室外使用折叠屏手机时尽量不要折叠，"进入室内后最好先缓一缓焐热了再用，不然冻 时间长了屏幕容易坏，建议温度零上时使用折叠屏"。 折叠屏手机如何避免"冻伤"？据科技日报2025年12月报道，北京理工大学计算机网络攻防对抗技术研究所所长闫怀志告诉记者，"折叠屏不耐低温的核心在 于材料物理特性的改变。"据其介绍，折叠屏采用的柔性OLED屏幕由多层高分子材料、有机 ...

中高端聚焦和与之匹配的市场进入策略 海外市场在荣耀业务中的地位持续提升 2025年第一至第三季度，荣耀海外智能手机出货量同比增长约55%。在全球前十大智能手机厂商中，荣 耀在同期实现了最显著的海外增长 ，反映出国际市场对其整 体业务贡献的持续上升。 过去五年，荣耀的国际业务经历了结构性转变。2021年初，海外市场出货量占其全球总量的比例仍不足10%；至2025年第三季度，该比例已接近50%。这一变化标 志着荣耀发展路径中的重要战略拐点——海外业务已从早期的边际增量来源，演进为支撑出货量规模扩张、区域多元化以及长期经营韧性的核心支柱。 在此背景下，仅从出货量增长来评估荣耀的海外表现已不足以全面反映其发展质量。要判断其国际扩张的可持续性与结构健康度，还需要结合区域市场贡献、产品 价位段布局以及整体市场进入(go-to-market)策略执行情况进行更为深入的分析。 在海外市场布局中，荣耀将中高端价位段作为核心战略方向。在多数新兴海外市场，新增需求仍主要集中于200美元以下的入门级市场，虽然该区间竞争高度激 烈，且利润结构承压明显，但仍是不少中国厂商的海外出货的主力价位段。与之相对的，荣耀则选择将资源更多投入至30 ...

Group 1 - The core message of the New Year address by Honor's EMT management team emphasizes the company's achievements in 2025 and outlines its strategic direction for 2026 [1] - Honor's global smartphone shipments surpassed 71 million units in 2025, marking a 9% year-on-year increase, with overseas market sales growing by 47% and accounting for over 50% of total revenue [1] - In regional performance, Honor's shipments in Latin America and the Middle East and Africa exceeded 10 million units, achieving over 10% market share in 17 key countries [1] - Honor's high-end product line, particularly the Magic V5, has captured a 34% market share in the European foldable smartphone market [1] - The global shipment of Honor's 400 series has surpassed 6 million units, and the newly launched WIN series for esports has shown promising initial sales [1] - Honor plans to officially launch the "ROBOT PHONE," an alpha mobile robot, next year, indicating a diversification beyond traditional smartphone categories [1] Group 2 - For 2026, Honor aims to advance its "Alpha Strategy" to transform into a leading global AI terminal ecosystem company [2] - The company will establish Alpha Labs to focus on key technological innovations, laying the groundwork for N+2 technology advancements [2] - Honor emphasizes its "1x3xN" ecological strategy and has formed comprehensive strategic partnerships with companies like Alibaba, BYD, Google, and Qualcomm [2] - The management acknowledges challenges in the industry, including global memory supply and demand pressures and significant price increases, and plans to drive a user-centric transformation [2] - Organizational revitalization will be pursued through initiatives like the "Eagle Plan" and "Sailing Plan" [2]

Group 1 - The core point of the article is the departure of Guo Rui, a senior executive at Honor, during a critical period for the company's global expansion and AI transformation [2][4] - Guo Rui joined Honor in August 2021 as a founding management team member and has held significant roles in brand marketing and product launches [2] - Honor is currently facing a challenging market landscape, with strong growth in overseas markets but pressure in the domestic market [3] Group 2 - In the overseas market, Honor achieved a 10% market share in the Middle East in Q3 2025, marking a 128% year-on-year growth, making it the fastest-growing smartphone brand in the region [3] - In Europe, Honor's market share was only 4% in Q2 2025, but the shipment volume increased by 42% year-on-year, leading among major manufacturers [3] - Domestically, Honor's market share was 14.4% in Q3 2025, ranking fifth alongside OPPO, with a year-on-year shipment decline of 2.1%, down from a peak of 17.1% in Q1 2024 [3] Group 3 - The departure of Guo Rui raises concerns about how the new management team will maintain brand growth momentum amid intense competition [4] - Guan Haitao, the former Chief Brand Officer of Zeekr, has rejoined Honor to oversee global marketing, indicating a strategic move to strengthen the marketing team [4]

Core Viewpoint - The departure of Guo Rui, a key executive at Honor, comes at a critical time as the company is pushing for globalization and AI transformation, raising questions about its future marketing strategies and leadership continuity [3][4]. Group 1: Executive Departure - Guo Rui, Senior Vice President and Chief Marketing Officer of Honor, has confirmed his departure from the company, indicating he has not yet decided on his next steps but may venture into the tech sector again [3]. - Guo Rui joined Honor in August 2021 as a founding management team member and has played a significant role in marketing major product launches [3]. Group 2: Market Performance - Honor is currently experiencing a "growth overseas, pressure domestically" scenario, with a 10% market share in the Middle East, marking a 128% year-on-year growth, making it the fastest-growing smartphone brand in the region [4]. - In Europe, Honor holds a 4% market share, with a 42% year-on-year increase in shipments in Q2 2025, leading among major competitors [4]. - Domestically, Honor's market share is at 14.4%, tied for fifth place with OPPO, and has seen a 2.1% decline in shipments compared to the previous year, down from a peak of 17.1% in Q1 2024 [4]. Group 3: Future Leadership and Strategy - The timing of Guo Rui's departure is critical as Honor is in the midst of global expansion and AI transformation, with the existing global marketing framework expected to play a foundational role [4]. - Honor has not yet announced a successor for Guo Rui, making it essential for the new management team to maintain brand growth momentum amid fierce competition [4]. - Notably, Guan Haitao, former Chief Brand Officer at Zeekr, has rejoined Honor to oversee global marketing, bringing prior experience from various leadership roles within the company [4].

Group 1 - The current market situation for Honor is characterized by "overseas growth and domestic pressure" [2] - Honor's management team member and Chief Marketing Officer, Guo Rui, has confirmed his departure from the company, with plans for future ventures in the tech field [1] - Guo Rui played a significant role in launching key products and was involved in the establishment of Honor's global marketing system [1][2] Group 2 - In the overseas market, Honor achieved a 10% market share in the Middle East, ranking fourth with a year-on-year growth rate of 128% [2] - In Europe, despite a lower market share of 4%, Honor's shipment volume increased by 42% year-on-year in Q2 2025, leading among major competitors [2] - Domestically, Honor faced challenges with a 14.4% market share in Q3 2025, experiencing a 2.1% decline in shipment volume compared to the previous year [2] - The departure of Guo Rui comes at a critical time for Honor as it pushes for globalization and AI transformation, with the new management team needing to maintain brand growth momentum [2] - Guan Haitao, former Chief Brand Officer of Zeekr, has rejoined Honor to oversee global marketing efforts [2]

Core Insights - The recent departure of Guo Rui, the brand marketing president of Honor, marks another significant change in the company's core management team following the exits of former chairman Wan Biao and former CEO Zhao Ming [2][3] - Guo Rui has expressed intentions to venture into the technology sector for entrepreneurship, indicating a potential shift in his career focus [2] Group 1: Management Changes - Guo Rui has left Honor after 1582 days, highlighting his contributions to the company’s growth from a national to an international brand [2] - His background includes a PhD from Peking University and experience as CMO for Huawei's Greater China region, showcasing a strong technical and managerial foundation [2] Group 2: Achievements and Market Position - During his tenure, Guo Rui led the high-end market strategy and the implementation of AI technologies, establishing a global brand marketing system [3] - Honor's high-end models priced above $600 reached the top five in global sales, demonstrating the effectiveness of the marketing strategies [3] - As of Q3 2025, Honor ranks fifth in the Chinese smartphone market, tied with OPPO, and has surpassed 50% in overseas sales by the end of 2024 [3]