HONOR surpasses Xiaomi in China to become the 3rd smartphone brand

HONOR surpassed Xiaomi in August 2021 and became the 3rd smartphone brand in China, according to Counterpoint research.

HONOR’s sales in China grew 18% in August from the previous month, becoming one of the fastest growing brands in the country.

This is how Tarun Pathak, Director of Research at Counterpoint Research, explains:

After being dismembered from Huawei, HONOR was able to restore ties with component players.

Since then, leveraging its strong R&D capabilities, HONOR has launched new products and started a rapid recovery in China.

The HONOR 50 series was an immediate hit in the mid-market segment. HONOR is also targeting the premium segment with the Magic series, thus expanding its portfolio in all price ranges. There has also been pent-up demand from loyal Huawei and HONOR consumers, who have clung to their devices and have not switched to other brands.

Its strong relationships with distributors also helped HONOR to relaunch products on a large scale. The resurrection of HONOR will further intensify competition in the Chinese market in the second half of 2021.

Last year, there was a reorganization of the Chinese market. OPPO, Vivo and Xiaomi they aggressively expanded their presence in China in terms of products, market share and distribution.

ManzanaWith the launch of its iPhone 13, it also has a significant opportunity to capture Huawei’s premium segment. Therefore, competition is likely to intensify further in the second half of 2021.

It is likely that HONOR’s market share growth outside China is gradual, as loyalty in the middle segment is still low and HONOR will have to rebuild its distribution network.

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In addition, component shortages are also intensifying, which could likely hamper HONOR’s expansion into 2021. In addition to smartphones, HONOR is also expanding into devices such as laptops, tablets and wearables under its 1 + 8 + N strategy , which aims to drive growth in segments beyond smartphones.

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