Huawei: Taking the Path of Brand Upgrade and Promoting the Exploration of New Frontiers in the Development of Folding Screen Mobile Phones

In recent years, with its new form and disruptive experience, the foldable screen mobile phone market has continued to heat up and has become a new breakthrough point in the domestic high-end mobile phone market. According to IResearch Consulting Group, the shipment of folding screen mobile phones in China will grow by 154% year on year in 2022

In recent years, with its new form and disruptive experience, the foldable screen mobile phone market has continued to heat up and has become a new breakthrough point in the domestic high-end mobile phone market. According to IResearch Consulting Group, the shipment of folding screen mobile phones in China will grow by 154% year on year in 2022. According to IDC data, in the first quarter of 2023, the shipment volume of foldable screen mobile phone products in China reached 1.02 million units, a year-on-year increase of 52.8%. In the future, with the addition of more manufacturers and the release of more products, it is expected that the Chinese folding screen mobile phone market will continue to maintain rapid growth in 2023.

From the perspective of manufacturers, Huawei is an undeniable presence in the folding screen track. In the foldable screen mobile phone market in 2022, Huawei had a market share of 51.3%, consistently ranking first for many years.

In fact, as the earliest manufacturer to lay out its presence in the domestic folding screen market, Huawei has accumulated profound technological strength in areas such as screens, hinges, and software ecology. Especially with its ultimate pursuit of "thinness", it has sparked an "industry revolution". In recent times, Huawei has taken steady steps on the path of brand upgrading, by formulating industry standards for folding screens and other measures to press the "accelerator button" for the ecological development of folding screens.

Expanding the Folding Screen Race Track, Triggering the "Thin and Light Revolution" in the Industry

If you look far, you can see that Huawei has been in the market for folding screen phones for several years, and each generation of products embodies the ultimate pursuit of thinness. From the first foldable screen phone Huawei MateX released in 2019, to the Huawei MateXs, Huawei MateX2, Huawei P50Pocket, and Huawei MateXs2, and to the Huawei MateX3 released earlier this year, each product has pushed the boundaries of the light and thin field on foldable screen phones.

Taking the Huawei MateX3 released in March this year as an example, this phone has a thickness of only 5.3 millimeters and a weight of 239 grams in its unfolded form. It has a lighter feel than a straight board phone and does not sacrifice its experience in terms of battery life, waterproofing, reliability, etc. for its lightness. Behind its ultimate lightweight performance, Huawei has achieved significant breakthroughs in design, materials, craftsmanship, and other aspects.

Specifically, in order to achieve a leading position in the entire folding screen market in terms of lightness, the Huawei MateX3 has restructured its overall structure, which not only adopts an ultra-light concave body structure design, reducing the weight of structural components by 20%, but also achieves breakthrough weight reduction through the use of ultra-light diamond aluminum and carbon fiber materials. Compared to the Huawei MateX2, the overall weight is reduced by 56 grams. In addition, the addition of 700MPa "wing aluminum" can reduce the weight of hinges by nearly 10 grams, It also makes the entire body more reliable.

In terms of thickness, Huawei MateX3 launched the industry's thinnest integrated Type-C device design, and applied the thinnest hinge of the industry's folding shaft. Through a series of customization of ultra-thin devices and structural process improvements, it achieved a disruptive optimization of overall size reduction. In terms of reliability, Huawei MateX3 greatly improves the reliability of the shaft through aperture narrowing and dual track drive structure, bringing unprecedented hinge anti extrusion and deformation capabilities.

In terms of opening and closing experience, the Huawei MateX3 also uses a new dual track rotary shaft direct drive unit to achieve precise linkage of the rotary shaft, which is light and easy to expand; With the help of high-precision cam design and precise transmission adjustment, it allows for easy folding and unfolding, and stable and smooth hovering.

Huawei's BGCTO, Bruce Lee, stated that at the beginning of its development, the Huawei MateX3 had a clear goal of creating a lightweight and large screen, with breaking through the limits of weight and thickness as the most important goal in product development. This is also the pain point that users are most concerned about when it comes to folding screen phones.

As Bruce Lee said, thanks to the leap in lightness and thinness, Huawei's various foldable screen phones have not only strengthened their product competitiveness but also greatly optimized the user experience. In fact, many consumers have a strong stereotype of foldable screen phones and are concerned that the increase in size and weight will affect their grip and convenience. Huawei, through continuous technological innovation, continuously reshapes users' impression of foldable screen phones and once again leads the future development direction of the industry.

Take the path of brand upgrading and promote industry quality upgrading

IResearch Consulting Group believes that in the future, with the development of technology and the maturity of technology, the optimization of basic functions will gradually become a bottleneck, and software ecology will become the main direction of optimizing and improving user experience. While forging the competitiveness of its own foldable screen products, Huawei also stands in a broader context and strives to build a foldable screen ecosystem from the dimensions of industry standards and norms, in order to promote the upgrading and upgrading of the entire industry. At present, major manufacturers are beginning to attach importance to software optimization. Huawei has led the development of a complete set of industry standards to further standardize the ecological environment of foldable screen phones, continuously leading the development of foldable ecosystems, and bringing consumers a convenient and intelligent software ecological experience.

As early as 2019, Huawei established the first folding screen application ecological alliance with the Software Green Alliance (hereinafter referred to as the "Alliance"), and released the "Folding Screen Mobile Intelligent Terminal White Paper" in the same year. This year, Huawei collaborated with the alliance to release the "Industry Standards for Folding Screen Software Design and Development", establishing a folding ecosystem based on industry standards and specifications.

At present, top premium apps such as Sohu News, Weibo, Sohu Video, and Xiaohongshu have been deeply optimized based on Huawei MateX3, allowing users to enjoy an immersive large screen experience. The Huawei MateX3 is equipped with an adaptive UI engine that optimizes the content display and UI layout of the app, making information search and browsing more efficient and convenient to operate.

It is worth noting that in order to further explore new heights in the user experience of foldable screen phones, Huawei has also proposed five standards for foldable screen phones, namely high-end appearance design, powerful performance and lightweight body, high overall reliability, good foldable screen experience, and mature software experience.

Regarding this, Huawei Terminal BGCEO Yu Chengdong said, "For Huawei foldable screen phones, our top concern has always been user satisfaction. In order to provide consumers with a better product experience, we continuously increase research and development investment, adhere to innovation, and ensure that every generation of Huawei foldable screen phones meets the five major standards." These five dimensions are also important driving points for foldable screen phones to become the main driving force, And the only way for the high-quality development of the folding screen mobile phone industry.

It can be seen that whether it is entering the folding screen industry, focusing on the lightweight field, or building a folding screen ecosystem, Huawei has always played a disruptive role and continues to take the path of brand upgrading. In the future, Huawei will also provide more new ideas for the folding screen mobile phone industry, while continuously leading the iterative upgrading of the folding screen terminal industry.

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