In the first half of this year, the sales of domestic folding screen mobile phones maintained rapid growth. The biggest winner is still Huawei. According to the "2024 Folding Screen Mobile Phone Market and Consumer Trend Research Report" released by iResearch, as the earliest manufacturer to cover the full form of horizontal folding, horizontal folding, and vertical folding in the product line, Huawei still occupies half of the country, accounting for 42% of the market share. In the ultra-high-end market of more than 10,000 yuan, Huawei’s share is as high as 67%.
On September 10, Huawei’s new flagship folding, Huawei Mate XT Extraordinary Master, was unveiled. This is the world’s first mass-produced triple-folding mobile phone, marking Huawei’s once again brave technology no-man’s land and leading the trend of the folding screen industry. Huawei Mall opened reservations at 12:08 on September 7, and the number of reservations has exceeded 4 million.
Yu Chengdong, executive director of Huawei, chairperson of End Point BG and chairperson of Smart Car Solutions BU, described the new phone as Huawei’s most leading, innovative and disruptive product. "This is an epoch-making product that others thought of but couldn’t do. With five years of persistence and investment, we have turned science fiction into reality."
With the debut of this revolutionary new product, Huawei has further improved its high-end product layout in the field of folding screen mobile phones, and is expected to continue to consolidate its dominance in the folding screen mobile phone market.
Big enough and thin enough! Huawei opens up a new track for triple-folding mobile phones
"It’s so big, so thin, and can fold like this!" This is the description of the extraordinary master of Huawei’s Mate XT by stars who have seen the real machine.
As the world’s first commercial triple-folding screen product, Huawei Mate XT Extraordinary Master has a 10.2-inch screen and a resolution of 2232×3184 when fully unfolded to the triple-screen state, making it the world’s largest folding screen mobile phone.
Despite the three-fold shape, Huawei Mate XT Extraordinary Master still becomes the world’s thinnest folding screen mobile phone, unfolding as thin as 3.6mm. This is due to Huawei’s pioneering super-shape stacking design, innovative introduction of multi-directional bending flexible materials, calmly cope with internal and external bending, and achieve ultra-thin machine.
On the basis of thinness, Huawei has achieved a screen that is also tough. Huawei Mate XT Extraordinary Master uses non-Newtonian fluid and 322cm ^ 2; large UTG glass to form a composite super-tough structure, double impact resistance, so that the impact resistance of Huawei Mate XT Extraordinary Master screen has been improved by 75%.
In the hinge design, Huawei Mate XT Extraordinary Master uses Huawei Tiangong hinge system to achieve internal and external bending of the hinge system for the first time. Through precise mechanical structure adjustment and repeated debugging of the micron-level digital twin model, the perfect match between the hinge and the screen is achieved.
In addition, Huawei Mate XT Extraordinary Master is also the world’s first triple-fold screen mobile phone to support 10-speed variable aperture, equipped with an optical periscope telephoto camera, up to 5.5 times optical zoom, and also supports ultra-wide-angle shooting.
It can be said that Huawei Mate XT extraordinary master brings together Huawei’s latest self-developed high-end materials and patented technology achievements, providing consumers with a unique super-form experience, breaking the boundary of intelligent end point form, and opening a new era of triple folding screen mobile phones.
Subversive three-fold experience, office entertainment is correct
The hardware design of the folding screen brings more new variables to the mobile phone in office, entertainment and other scenarios, but it still needs to match the software experience in order to transform it into an improvement in user experience.
In this regard, Huawei uses the joint head APP for folding large-screen adaptation, spanning different fields such as audio-visual, office, and finance, taking into account the experience of efficient office and immersive audio-visual entertainment.
At present, popular applications such as Xiaohongshu and Taobao have achieved large-screen adaptation on Huawei Mate XT Extraordinary Master. Yu Chengdong introduced that Huawei Mate XT Extraordinary Master is twice the size of ordinary folded pictures when watching movies, looking at pictures, and PPT, which is very intuitive and clear, making "Xiaohongshu" become a "big red book" in seconds.
On Huawei Mate XT Extraordinary Master, users can use PPT presentations and other documents for more efficient office, and the details of the documents can be seen on the super-large screen; with the world’s highest 92% screen ratio in the field of folding screens, and the 16:11 golden large screen ratio, bringing users a more immersive viewing and reading experience; using applications such as Wind Financial end point, investment information can be seen at a glance on the large screen; full-screen browsing of goods can also be carried out through Taobao App, making the shopping experience more immersive.
It is reported that Huawei Mate XT Extraordinary Master provides a variety of forms of single-screen, dual-screen, and three-screen states to adapt to different application scenarios. Its multi-modal split-screen function supports free drag and drop in three ratios of 1:1, 1:2, and 2:1. Consumers can run two applications on both sides of the same screen at the same time to achieve a more efficient and convenient split-screen experience.
The domestic folding screen market has been dominated by Huawei for five years
In September 2023, Huawei launched the ultra-high-end brand Extraordinary Master in the Chinese market, which means to pay tribute to the extraordinary masters of this era with the ultimate products. This spirit drives Huawei to constantly break the rules and challenge the limits in product manufacturing, design and experience.
The birth of Huawei Mate XT Extraordinary Master this time marks that Huawei is taking a pioneering step in exploring the future smartphone form in the spirit of "Extraordinary Master".
Behind the birth of the "Extraordinary Master" is the road to high-end exploration of Huawei’s brand, which is also a "extraordinary" road full of innovation.
In 2019, Huawei released the first folding screen mobile phone Huawei Mate X, which is the earliest domestic mobile phone brand. In the following five years, Huawei continued to explore the innovative technology of folding screen "No Man’s Land", from the first folding flagship, the first small folding flagship, and now the first triple folding flagship, and constantly improved its high-end product layout in the field of folding screen mobile phones. The product line is increasingly rich, becoming the first mobile phone manufacturer in the world to master the three folding technologies of vertical folding, horizontal inner folding, and horizontal outer folding.
From the perspective of market performance, Huawei’s folding screen has maintained a dominant position for a long time. In the past five years, although many manufacturers have joined the folding screen track, they still failed to pose a threat to Huawei in the folding screen market, and the market’s first place has never changed. According to iResearch’s 2024 China folding screen mobile phone market and consumer trend research report, Huawei’s folding screen market share in 2024H1 reached 42%, leading the industry for five consecutive years. In the ultra-high-end folding screen market of more than 10,000 yuan, its share exceeded 67%.
The secret to Huawei’s long-term success in the mobile phone market is its technological and product innovation, which always focuses on the explicit and implicit needs of customers. Yu Chengdong once said that NPS (user net promoter score) is the secret to the success of Huawei’s mobile phones and is also the core assessment standard within Huawei.
In other words, Huawei’s innovation aims to make every technology investment a better experience for consumers. This consumer-centric innovation route choice not only greatly enhances the explicit competitiveness of Huawei’s mobile phone products, but also directly affects consumer choice.
The folding screen mobile phone industry chain will usher in a new round of development opportunities
A number of research institutions have reported that domestic sales of folding-screen mobile phones have continued to grow rapidly this year.
CINNO Research said that in the first half of 2024, the cumulative sales of folding screen mobile phones in the Chinese market reached 4.98 million, an increase of 121% year-on-year; the penetration rate was 3.6%, and the penetration rate was 1.7% in the same period last year; the high-end market share of more than 5,000 yuan reached 13%.
The report of iResearch shows that the folding screen mobile phone market performed well in the first half of 2024. In the future, with the gradual increase in category penetration, folding screen mobile phones are expected to become the backbone of the high-end market.
The launch of Huawei’s triple-folding mobile phone has undoubtedly added to the fire of the folding screen market, which is expected to lead a new round of hardware innovation and drive the development of the relevant industrial chain.
Shengang Securities mentioned in the research report that after the debut of Huawei’s three-fold mobile phone in September, the three-fold new machine needs to be verified by the market in terms of price, weight, thickness, etc., or to further improve the penetration rate of replacement and folding screen mobile phones.
According to the CITIC Construction Investment Research Report, the emergence of Huawei’s triple-folding mobile phone will lead a new round of hardware innovation. Compared with the current mainstream left-right folding mobile phone, the triple-folding screen mobile phone has not only undergone significant changes in the folding form, but also greatly increased the value of the corresponding mobile phone parts. First, the size of the inner screen has been greatly improved, and the bending strength of the folding screen is higher. The demand for flexible OLED panels has further increased. Secondly, the demand for hinges has directly doubled.
Guotai Junan believes that the performance of major folding machine companies in the first half of the year has seen high growth, and companies have successively handed over excellent financial performance. The continuous release of performance further verifies the rapid development of the industry and also drives the recovery of the overall smartphone market. The second half of the year is an intensive release period for new models from a number of end point manufacturers. It is expected that the global and Chinese folding machine market will continue to grow at a high speed in the second half of the year, and the relevant industrial chain incremental value links such as hinges, UTG, screens and other links are expected to continue to benefit.
The arrival of Huawei Mate XT Extraordinary Master will not only promote the development of the folding screen market and bring users a more technological lifestyle, but also promote common progress with the domestic supply chain. Continue to swipe to see the next light touch to read the original text
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Original title: "Huawei Folding Screen: Forerunner of the Times, Ahead of the Times"
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