**: China Automotive News.
Entering the era of great industrial changes that have not been seen in a century, "globalization" has become an important path and direction for contemporary Chinese enterprises to solve the problems of industrial transformation and enhance brand influence. How to continue on the road of globalization and interpret the "Chinese story" with strength and achievements is still the "question of the times" in the business community.
On December 14, Honor, the world's iconic technology brand, officially announced a strategic partnership with luxury lifestyle brand PorscheDesign. This hand-in-hand is not only a two-way rush between high-end brands of strategic significance, but also provides a new answer to this "question of the times".
"Born for the Pioneer" is the theme of this cooperation, and it is also the goal pursued by both parties.
The cooperation between Honor and Porsche Design will establish a long-term partnership with the goal of expanding global business, and the two parties will jointly create pioneering products that meet the needs of consumers in the high-end market based on their respective areas of expertise, and open up new possibilities for the mobility lifestyle of technology enthusiasts and Porsche enthusiasts. Zhao Ming, CEO (CEO) of Honor Terminal, said in an exclusive interview with a reporter from China Automotive News, which was concise, clear and profound.
1. Create a global high-end pioneer.
The cooperation between the world's two high-end brands is not only about signing a contract and making a product, but also in the rich connotations of convergent values, concept openness, scientific and technological innovation, integrated development, and ecological construction.
Based on the common values of continuous pursuit of excellence and breaking boundaries, combined with their respective design concepts, Porsche Design will give full play to their professional advantages to jointly provide global consumers with high-end luxury experiences in the field of consumer electronics.
We are proud to partner with Porsche Design as a global partner to explore the convergence of design excellence and performance based on an open collaboration to bring pioneering products to the high-end smart end market." Zhao Ming said that the long-term cooperation between the two sides will bring exciting new opportunities for each other's development in the global market.
HONOR has always embraced open innovation and cooperation, is committed to promoting the development of the smart terminal industry, bringing consumers a better product and service experience, and is committed to becoming a global iconic technology brand. Whether it is the Honor Magic V2, which is sought after and leads the folding screen mobile phone into the millimeter era, or the sincerity of the third anniversary of the Honor 100, which has just been released, with a comprehensive upgrade of technology and a full score upgrade of products, these products carry the accumulation of Honor in exploring the unknown between technological innovation and user experience after three years of independence, and are also the crystallization of Honor's spirit of struggle.
For the cooperation with Honor, Porsche Design is also full of expectations. "Our common goal is to become a leader in the high-end smart terminal market. Stefan Buescher, Chairman of the Executive Board of the Porsche Lifestyle Group, said: "The exclusive partnership with Honor is a milestone in the further expansion of PorscheDesign's portfolio of iconic electronics. "We are thrilled to have found the perfect brand partner to drive innovation and work with HONOR to create exciting next-generation electronic products for our customers, with the perfect blend of extraordinary design and performance." ”
The reporter learned that in June and September this year, Porsche design executives and design teams visited each other with the Honor team, and the teams of both sides conducted in-depth exchanges on jointly creating the next generation of products, as well as the brand concepts and development strategies of both sides.
It is reported that the first smartphone jointly developed by the two companies will make its global debut in China in January 2024. With the advancement of the cooperation between the two sides, more pioneering products will be launched one after another.
Honor and Porsche Design share a similar ethos in that both brands are not afraid to rest on their laurels, breaking the mold and forging their own path to a new future and their own idealism. Zhao Ming emphasized that the realm of cooperation between the two sides is to pursue breaking the routine and rushing to scientific and technological idealism.
2. "Born for the pioneer" comes from the resonance of the soul.
The convergence of spirits, the convergence of ideas, and the resonance of souls are the basis for the cooperation between the two global high-end brands of Honor and Porsche Design, and it is also the realm that both parties continue to pursue.
From the perspective of brand spirit, both Honor and Porsche Design have a pioneering spirit that advocates freedom and never sets limits. Zhao Ming emphasized that both Honor and Porsche Design pay great attention to creating high-end product design. Based on the product concept of "people-centered", HONOR designs products based on the actual pain points of usersPorsche design, on the other hand, adheres to an aesthetic of purity, timelessness and functionality.
"People-centered" has always run through the three-year development process of Glory.
* Chain shortage, market zeroing, questionable ......Three years ago, Honor became independent from Huawei, and it was under pressure. Finding a new development path and technical route was the primary issue facing Glory at that time.
Someone once said that since Honor has inherited Huawei's genes and product line, as long as it moves forward along the inertia, it is a safe road.
However, Glory is not afraid of difficulties, is not afraid of pressure, is not willing to be defined by others, insists on following its own path, and wants to define itself. At that time, the glory was determined to break free from the shackles of the industry, take the route of free pioneer products, and create its own sea and sky.
After walking through the wind, frost, rain and snow, ushering in the spring garden. Today, three years later, people see that the new glory has burst out with impressive development potential - redefining new technologies and new products in the fields of folding screens, batteries, images, screens, etc., bringing users a new experience, and winning the first place in the domestic market twice with strong brand potential. In addition, entering 2023, the glory of getting better and better, entering the explosive period of products and solutions, shining in the European market with the Magic series of straight flagships, as well as the new products of the ultra-thin folding screen family, have become dazzling "stars" at world-class consumer electronics shows such as MWC and IFA, causing heated discussions and attention around the world. Honor has proved with its strength that it has the ability to represent the high-end level of current intelligent technology.
All this is based on Honor's dedication to root technology innovation. In the field of batteries, Honor is the first in the industry to use carbon silicon anode materials to make "Qinghai Lake batteries", which greatly improves the battery life of mobile phones and alleviates users' power anxiety. When the folding screen of the mobile phone is bent, the strength and toughness of the hinge are very high. To this end, Honor has developed its own shield steel material, which increases the strength by 20% while reducing the thickness by 25%, ......
For Honor, only by standing at the forefront of innovation and high-end tracks can it have the confidence to say "born for pioneers". The concept of "born for pioneers" is also the brand background color of Porsche Design.
In 1963, Professor Ferdinand Alexander Porsche designed one of the most iconic pieces of automotive design in contemporary history: the Porsche 911. In 1972, he founded PorscheDesign, a high-end luxury lifestyle brand, with the desire to break the boundaries of Porsche's legendary role in the automotive world. To this day, his philosophy and design language still shine brightly on Porsche-designed products. For more than 50 years, Porsche Design has brought Porsche's free and pioneering genes to a broader world beyond the car with bold innovation, becoming a global high-end lifestyle brand, representing the attitude and trend direction of pioneers.
All Porsche-designed products are designed with extraordinary precision and perfection, reflecting the pulse of the times, incorporating a high level of technological innovation and combining intelligent functionality with pure design. Among them, there are not only avant-garde works in the fields of clocks, glasses, bags, fashion and sports, but also gaming keyboards, seats, laptops, etc., including the well-known Huawei Porsche RS series mobile phones.
After the termination of the cooperation with Huawei, Porsche Design was eager to find a new strategic partner in the field of smart devices. In the end, Porsche Design chose to have both technological innovation and strong global channel capabilities, and at the same time successfully break through the high-end market. The many points of convergence between Porsche Design and Honor in terms of development concepts further enhance the attractiveness of both parties.
For Honor, while constantly making breakthroughs and innovating, the road to globalization is getting wider and wider, it really needs to cooperate with high-end and high-grade design brands like Porsche Design, so that its cutting-edge technology and innovation can be supported by the world's top design power, and while continuing to meet the rapidly upgrading market demand, it will further explore the high-end and lead the industry trend.
From a long-term business development perspective, both Honor and Porsche Design are global brands that want to further expand their global business. In this partnership, we will work together to create pioneering product designs that target new markets and bring extraordinary experiences to more consumers." Zhao Ming said.
3. Chase dreams and achieve "world glory".
Today, in the world business competition without gunpowder, whether or not it can go through the road of globalization is a test of the strength and brand of the enterprise.
Looking back, in the course of decades of development, Porsche Design has exported avant-garde design concepts and design products to many countries, and has become a world-renowned high-end brand.
Honor, as a technology brand originating from China, is also accelerating on the road of globalization. In the first half of this year, driven by the dual flagships of the Honor Magic series (Honor Magic VS, Honor Magic5 series) and other products, Honor's shipments to the European market increased by more than 130%, Latin America shipments increased by more than 230%, and shipments in the Middle East and Africa markets also increased significantly......
As one of the most important high-end markets in the world, Europe is also an important birthplace of the world's fashion and luxury brands. This makes Europe more brand- and trend-conscious than users in other markets. So far, the Cannes Film Festival, Milan Fashion Week, Paris Fashion Week, etc. are the world's top avant-garde art showcases, and they are also an important source of global fashion trends.
Aiming at the European market, Honor's goal is not only to increase the share of its products in the European market as soon as possible, but also to create a high-end brand that combines technological innovation with fashion trends and represents the future intelligent lifestyle. Therefore, since the beginning of the year, Honor has launched the Honor Magic5 series at MWC2023, and the world's first folding screen innovation technology of Honor Magic V2 and the folding screen ...... of Honor V Purse wallet at IFA2023In the efficient and fast-paced layout, we can get a glimpse of Honor's ambition to face the future, face the world, and run to the sea and the sky.
In order to achieve "world glory", Honor is continuously increasing R&D investment, and 10% of its revenue is invested in R&D every year. In the list of "Top 500 Chinese Enterprises in 2022" announced by the China Enterprise Confederation and the China Entrepreneur Association, Honor's R&D intensity ranked the top 6. Through strong technological breakthroughs, Honor is becoming the leader of China's mobile phones to the world, and it has also added a strong background to Honor's scientific and technological idealism.
The strategic cooperation between HONOR and Porsche Design will undoubtedly further accelerate the globalization process of HONOR. Zhao Ming told reporters: "In the future, we will adhere to the strategy of globalization, high-end, intelligence and ecology. Honor's platform-level AI will comprehensively improve consumers' productivity and creativity, and create a more understandable and secure personalized application experienceWe will have more abundant folding screen products, and cooperate with ecological partners to bring a more imaginative interactive experience to folding screens with the blessing of AIWe will make every effort to build a 'second home market' in Europe and set up a global model for high-end productsWe will more actively resonate with the global industrial chain, lead the development direction of the new technological revolution, and become a Chinese force to open a new stage of globalizationWe will also be more determined to create value for consumers as our own responsibility, and use technology to open up a more imaginative future. ”
On the occasion of the third anniversary of glory, Zhao Ming once posted a long post on Weibo and sighed: "The world is very big, let's run together with our dreams!".”
The cooperation between Honor and Porsche Design is beginning to write a new dream poem, and "world glory" is no longer far away.
All along, Glory does not set limits for itself, and the same will be true in the future. The cooperation with Porsche Design is an innovative breakthrough in the design level of HONOR, and it also establishes an opportunity for in-depth linkage with the Porsche Group. We're just the beginning. Zhao Ming's description has an oriental subtlety, and it also conveys the heroic passion of chasing dreams.