Honor, the small brand that wants to shake the big

Honor’s strategy: betting everything on the internet. Already present on several e-commerce sites around the world including Amazon, the brand has just put on its own sales platform, called “Vmall” for Virtual Mall (Virtual Store), where it also markets the Huawei brand. Same calculation for advertising. To compensate for its presence deficit on traditional channels, the newcomer counts on the animation of a strong digital community and prides itself on responding to 95 % of requests on its Facebook page in less than three minutes.

What are the best Honor smartphones ? September 2023

Honor has fabricates its catalog of smartphones available in France since its return to the European market. Available from entry to high -end, they are tested within our laboratories. What are its best products ? follow the leader.

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• The best
• The best quality/price ratios
• DE MALINE PURCHASES

The Honor brand is to date independent, but its image remains attached to that of Huawei. And for good reason: when it was created, in 2013, Honor was the subsidiary of the Chinese giant turned towards a young and connected target. It has also been thought of as a 100 % digital brand. But Huawei’s setbacks since spring 2019 have deprived him of Google mobile services as well as certain technical components, causing his eviction of the podium of smartphones of smartphones. The decision was not long in: Honor officially acquired his independence in the fall of 2020, Huawei having yielded it to a Chinese consortium. Since 2021, the firm has been selling an increasing number of smartphones on its behalf in Europe in particular, and intends to relieve its image as a little sister of Huawei.

Honor smartphones comply with our test battery led by laboratories. We thus measure the quality of their screens using our probes (colorimetry, brightness, reflectance. ), but also the performance of their CPU/GPU couples. We of course evaluate their autonomies as well as the load speeds. Finally, using our sights, we check the skills of Honor smartphones in terms of images capture.

Finally, it should be noted that our tests relate to date on the smartphones of Honor in monobloc format, its folding models being currently reserved for the Chinese market. However, the brand promises that its next device of the genre, successor to the Magic V, will be marketed in Europe.

Honor, the small brand that wants to shake the big

Created by Huawei, Honor wants to conquer the world, starting with France.

Posted on August 28, 2015 at 6:44 PM

It is a brand still little known in Europe, but with which we will have to count. Created in October 2014 by Chinese Huawei, Honor continues its breakthrough on the very competitive smartphones market. Latest event, the launch last Thursday in London, with great fanfare, of the Honor 7, a high -end device at broken prices intended for internet generation.

But who is really Honor ? A undoubtedly young brand, which offers smartphones with large screens, relatively powerful components, neat aesthetic and prices often lower than competition than competition. So far, the recipe seems magic. “Our goal is to make devices whose characteristics are those of the admiral vessels of other brands, but at a lower price”, Summarizes Zack Zhangxhiang, the director of the French branch.

To get there, no other choices than to greatly reduce costs. “We do not sell in stores, so we save on distribution costs and we do not make a traditional advertising campaign on television”, Continue Zack Zhangxhiang. Another technique: agree to see the margins melt. As with its latest model, for the moment available at a price of 299 euros. But the director of Honor World, George Zhao, prefers to look to the future. “If we continue to grow at this speed, sales will follow”. According to him, the company will without too much difficulty the 5 billion turnover by the end of the year.

100 % Internet strategy

Honor’s strategy: betting everything on the internet. Already present on several e-commerce sites around the world including Amazon, the brand has just put on its own sales platform, called “Vmall” for Virtual Mall (Virtual Store), where it also markets the Huawei brand. Same calculation for advertising. To compensate for its presence deficit on traditional channels, the newcomer counts on the animation of a strong digital community and prides itself on responding to 95 % of requests on its Facebook page in less than three minutes.

“We try to target those who inquire about forums and social networks before buying a product”, specifies Zack Zhangxiang. Without forgetting communication around its phones, seven models created in less than a year. For the rest, it would be naive to think that honor is not inspired by its competitors, including Apple for design – Honor has a research studio in aesthetics in Paris – or Xiaomi for prices.

Despite sales made at 85 % in China, Honor aims at Europe, India, Russia and even the United States. At the risk of shading the big brother Huawei ? “No, the two brands will not compete. Huawei and Honor, it’s a bit like BMW and Mini “, Ensures Zack Zhangxhiang. However, when he is asked which smartphone he would choose between a Huawei and a Honor, the thirty -something answers everything from Go: ” A Honor “.

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