“science and Innovation Board daily” (Shanghai, reporter Huang Xinyi) news, 3 17, glory magic4 series was officially released in China. Among them, the price of the ultimate version of glory magic4 is 7999 yuan, which opens a positive competition with apple 13 pro in terms of price.
Zhao Ming, CEO of glory, said that the folding screen Magic V series and magic digital series will form a double flagship, which is intended to change the current situation of Apple’s dominance in the high-end market.
In 2022, glory will also fully open the layout of overseas markets. Zhao Ming revealed that the cooperation with global suppliers such as AMD, Intel, micron, Samsung and Microsoft has been fully resumed. The channel and retail system in more than 40 countries around the world have also been preliminarily established, and cooperation has been established with more than 200 operators and dealers.
“Since March, many products will be released around the world. We may release one product almost every month in the next 3-4 months.”
not making SOC but developing ISP chip
Since 2021, there has been a wave of core making in the field of mobile phones. Millet, oppo, vivo and other manufacturers have released self-developed image chips.
The glory version of this time is also equipped with an independent image ISP chip. This chip has 20bit processing bandwidth, provides AI computing power of up to 28.8tops, and supports real-time image computing in 4K raw domain.
A number of analysts told the scidev.net daily that ISP, as an image processing chip, used to be brought in the main chip. Now mobile phone manufacturers have researched it by themselves in order to realize customization in the algorithm, so as to improve the image processing ability and form their own differentiation advantage.
According to a person familiar with the matter, glory is a domestic chip , which is jointly developed with partners, but the partner is not Hisilicon.
For this chip, glory is quite low-key in publicity. Zhao Ming said in an interview with media such as the science and Innovation Board daily that just developing such a chip is not particularly difficult, so it is not regarded as an important selling point .
” the real challenge in the development of chip is SOC chip. many people in our team participated in the development of SOC chip in that year, and others led the development of SOC chip.”
Zhao Ming pointed out that in terms of chip field, SOC includes GPU, CPU, NPU, etc. it is the master of chip design in the field of science and technology. What is more difficult is that many underlying communication algorithms and capabilities are not satisfactory at present.
“In terms of glory itself, we have a deep accumulation in the field of communication. We can control and integrate the underlying protocols and algorithms of communication, WiFi, 4G and 5g. But this does not mean that we will enter SoC development today. Glory will cooperate with Qualcomm and MediaTek for a long time .”
hit the high-end market with dual flagship
At this press conference, glory announced the dual flagship strategy composed of folding screen Magic V series and magic digital series. Zhao Ming once stressed that folding screen mobile phones give domestic mobile phones the opportunity to overtake apple in the corner.
Zhao Ming believes that the tight supply chain of supply chain will continue for some time .
“This year, the supply chain is faced with many black swan events, and the factory has encountered some well-known difficulties in special periods. While challenging the thinnest folding screen in the industry, we also put great pressure on the production and manufacturing teams.”
A glorious insider told the reporter of “science and Innovation Board daily” that the main reason is that the demand for folding screens is strong, exceeding the manufacturer’s expectations. At present, it is still improving production capacity.
The magic4 series launched this time is another foothold for glory to continue to impact the high-end.
” to surpass Apple or compete with apple in the image experience, it is not a simple competition for hardware, but a collaboration of software and hardware . Hardware only determines the lower limit of the product, while algorithms and capabilities determine the value and experience available to real consumers. Therefore, this magic digital series uses excellent hardware with the honor lmage engine image engine to create a better image experience.”
It is worth mentioning that the price of glory magic4 series does not take the premium route, and even some prices are cheaper than magic3. Zhao Ming revealed that in terms of pricing, the team made this determination after repeated discussion during this period, and the purpose is still to change the dominance of apple.
” this time, we see that Apple has also made a so-called (price) in the Chinese market Dimensionality reduction attack therefore, our core is not only to compete with apple in many aspects such as experience and performance photography, but also hope to make more consumers feel glory and win the support of high-end users through the pricing of glory magic4 series , so that high-end consumers have no obstacles in choosing magic4 series. “
But Zhao Ming also admitted that Apple’s advantages are not subversive in the short term .
“It took several years for Huawei to become one of the top two high-end computers in those years. At present, Apple’s performance in the Chinese market, such as the leading position in the sales of Apple 13 and Apple Pro, is not only a spur and incentive to our team, but also a glorious team. We must use products to win the support of Chinese consumers.”
ltpo screen becomes the mainstream of high-end mobile phones
In recent years, ltpo (low temperature polycrystalline oxide) screens have become particularly popular in the mobile phone market, and various manufacturers have entered the market one after another. In 2020, Samsung launched the world’s first OLED screen mobile phone using ltpo technology. Apple applied ltpo technology on a large scale in iphone13 Series in 2021. In addition, domestic mobile phone brands such as Yijia, oppo and Xiaomi have also introduced the screen of ltpo technology.
Some electronic analysts pointed out that low power consumption is the biggest advantage of ltpo. At present, both folding screen mobile phones and flagship mobile phones begin to match the screen with high refresh rate, but the power consumption also increases. The introduction of ltpo can greatly extend the endurance.
The glory magic4 series also joined the ranks of “ltpo”, and combined with BOE and other suppliers in the industry for the first time to realize ltpo screen and 1920hz high-frequency PWM dimming technology , in order to solve the problem of screen flicker of mobile phone screen in low brightness scenes.
Zhao Ming pointed out that ltpo technology is a major trend of future development , but previously, the dimming of ltpo was only 480HZ, which is the average level of the industry. Therefore, when supporting ltpo, we must do it on high-frequency dimming, because eye protection is more important. This time, we worked with BOE and other screen suppliers to achieve a breakthrough in this regard.
Besides BOE, Visionox Technology Inc(002387) is also a screen supplier of glory, supplying glory Magic 4 high-end AMOLED display Visionox Technology Inc(002387) said that the display screen was mass produced by Visionox Technology Inc(002387) (Hefei) G6 full flexible AMOLED production line, China’s first “full flexible Gaoding”.
how to break the internal volume of mobile phone industry
Guo Mingyu, an analyst at Tianfeng international, pointed out that the mobile phone industry is facing structural challenges in 2022. Orders for the most high-end Apple phones and the lowest end voice phones have decreased. According to the data of China Academy of communications and communications, China’s mobile phone shipments in January were 33 million, a year-on-year decrease of 17.7%.
Zhao Ming predicted that this year, China’s mobile phone market will decline to some extent, and the total volume will be reduced compared with last year .
\u3000\u3000 “The specific reduction depends on the impact of the whole epidemic situation and other external factors. But the more important thing is whether consumers can be given appropriate reasons for changing machines. it is easy to fall into a thinking logic that the market is declining, so we should reduce investment and be more cautious in product development. It is precisely in this state that consumers’ desire to buy mobile phones will be further reduced . How to get out of this strange circle “Going out of this cycle is a test for all manufacturers.”
Zhao Ming welcomed the news of cross-border mobile phone manufacturing from automobile manufacturers such as Geely and Weilai.
“It’s very good for people from different industries to enter the mobile phone industry and bring some new ideas to mobile phones. I don’t think it’s internal volume. Glory especially welcomes manufacturers and brands with ideas and willing to make breakthroughs and innovations in technological innovation and consumer demand to enter the field of smart phones. This industry needs fresh blood to join the competition.”
However, Zhao Ming also reminded: “the mobile phone industry is a complex system and system. For any beginner entering the mobile phone industry, the suggestion is never to think that you can simply create (a mobile phone) “
Glory itself has no plans to build cars across borders. ” glory will not build cars. We will not enter the automotive field for a long time or in the next few years. , the smartphone industry and the whole scene industry with smartphones as the core have great development potential. In the future, we will work with our automotive partners to create a mobile service and more whole scene experience. This is our strategy.”
tws headset opportunities
In 2021, glory 50 series has been launched in 49 countries around the world. Zhao Ming said that 2022 will be the time to fully open the global market.
“In Europe, Middle East, Africa, Asia Pacific and Latin America, our team is also ready to go. Since March, many products will be released all over the world, and we may release one product almost every month in 3-4 months.”
The glory also released the TWS headset earbud 3 Pro Some analysts once told reporters that the popular category after mobile phones is TWS headphones. Especially with the release of apple airplads in 2016, the TWS headset market continued to grow.
According to the statistics of canalys, a market research organization, the shipment volume of TWS headphones increased by 21% in the fourth quarter of 2021, breaking through 100 million for the first time, reaching 103.8 million. According to the data of counterpoint, the global shipment of TWS headphones increased by 24% year-on-year in 2021, exceeding 300 million units.
Sun Yanbiao, chairman of Xuri big data, told SciDev board daily that there are more than 1200 TWS brands in the world, of which the top 40 brands account for 98% of global brand sales and the top 20 brands account for 94% tws earphone market is moving closer to big brands, and the trend of branding is obvious .
“With the release of Apple’s new computer, the sales volume of Q4 Apple’s airplads increased by 50% month on month in 2021. It can be seen that the release of flagship mobile phones is conducive to driving the sales of peripheral products, and glory undoubtedly has a good opportunity.”
