On January 17, a significant leadership change took place at Honor, a company that has secured the attention of the entire tech communityZhao Ming, the former director and CEO, stepped down to make way for the relatively low-profile Li JianJoining Honor in 2021, Li held critical positions including vice chairman and president of the Human Resources departmentA former Huawei veteran, he began his career there in 2001 and has accumulated extensive experience in global strategy and business operationsHis resume boasts leadership roles across multiple regions, including Africa, Europe, and the Americas, indicating a wealth of global operational expertiseThis leadership transition occurs at a pivotal moment as the company prepares for its IPO in 2025, marking the dawn of a new era.

In the wake of this unexpected shift, many are keenly observing how Li will guide Honor through the intricacies of high-end product development and global market expansion.

Honor has displayed remarkable resilience as a tech company

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Since its independence in November 2020, against widespread skepticism, it has achieved impressive market performance, regaining prominence from a mere 3% market share to reclaiming the top position in the domestic market for several quarters following its split from Huawei.

In the premium smartphone segment, Honor's progress is also commendableAccording to Canalys, in the third quarter of 2024, Honor has reached a 2% share of the global high-end smartphone market (where wholesale prices exceed $600), positioning itself among the top five globally.

As 2025 marks the fifth year of Honor's independent journey, the company is facing increasingly complex challengesThe competitive landscape within the domestic smartphone market is fierce, and the battle for a dwindling user base has intensified.

Recent data from Canalys indicates that in 2024, China's smartphone shipment volume bounced back to 285 million units, showing a 4% year-on-year increase, which ends a prolonged decline phase

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However, the market remains tough as consumers' purchasing intent has weakened, with upgrade cycles stretching to a prolonged 36 monthsAll manufacturers now face the uphill task of distinguishing themselves in a saturated market while driving technical innovation and market operations.

Moreover, Huawei has made a triumphant comeback, increasing its market share from 12% in 2023 to 16% in 2024, positioning it as a formidable competitorCanalys' data reveals Huawei's smartphone shipments surged by 37% year-on-year throughout 2024, placing additional pressure on other manufacturersThe market share of Apple has notably decreased, while the shares of other Chinese brands are closely grouped, with the leader and fifth ranked only separated by 2 percentage points, demonstrating an increasingly competitive environment.

This tense scenario implies that every manufacturer must deploy their utmost strategies in order to capture market share—no one can afford a tactical blunder.

Furthermore, Honor's ongoing global expansion, which took a more decisive turn beginning in 2022, presents similar challenges

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This endeavor not only tests its innovative capabilities but also requires sustained strategic investments to allocate more resources and efforts towards cultivating overseas markets.

The intricate dynamics of overseas markets, shaped by cultural, economic, and geographic factors, translate to unique market strategies for different regionsExperiences from previous endeavors highlight that several mobile companies have struggled to adapt overseas, leading to financial setbacks.

Additionally, while contending with the duopoly of Apple and Samsung, Chinese manufacturers are compelled to invest heavily in AI technologies and foldable screens to maintain competitive edges, while also focusing on cost-effectiveness in emerging markets.

For Honor, navigating this journey of globalization will not be a simple taskThe decision to appoint Li Jian as the new leader likely rests on his extensive global experience and success in past roles, which could illuminate potential pathways for the company's impending challenges.

Anders Grove, the former chairman of Intel, spoke about the notion of "strategic inflection points," asserting that when the foundational elements of a business undergo transformation, traversing through these points and overcoming substantial hurdles becomes a critical test for any organization.

The question remains: how can Honor successfully navigate these strategic inflection points? Adapting is undoubtedly the essential choice.

Li's predecessor, Zhao Ming, accomplished the demanding task of leading Honor from its lows back into the spotlight

With Li’s established market savvy, the company could potentially reshape its roadmap towards an initial public offering (IPO) and its global aspirations.

It’s essential for leading companies to transcend their boundaries; stagnation is not a hallmark of excellenceAs Honor gears toward its IPO, gaining higher recognition in capital markets through global market expansion is vital for its trajectory.

Since 2022, Honor has actively sought to tap deeper into international markets, showing commendable achievements in selective segmentsData from CounterPoint states that in the first half of 2024, Honor’s foldable phone sales in Europe skyrocketed by 22 times, surpassing Samsung to lead the European foldable smartphone marketBy December 2024, overseas sales accounted for over 50% of total sales, paving the way for consolidated profitability in various regions—a foundational step towards achieving the vision of "World Honor."

As Chinese manufacturers now enter the competitive arena for global supremacy, they are directly challenging Apple and Samsung in the high-end market

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Strengthening their capacities and adhering to strategic pathways are vital to maintain competitiveness on the world stage.

The pressing question endures: can Li Jian rise to the occasion and steer Honor to fulfill its challenging global aspirations?

Given his extensive background in research and development, as well as his impressive track record in overseas markets, Li is known as a “warrior” who fits perfectly into the intricate challenges Honor now faces in expanding globally and increasing brand prestige.

During his tenure at Huawei, Li was sent to Nigeria as a product manager, where he undertook dynamic responsibilities alongside his titleOperating in a somewhat undefined work scenario reminiscent of the Wild West, he took on sales duties in addition to his primary role, showcasing his versatility.

Renowned for his comprehensive understanding of the various business lines within the company, he accumulated invaluable experiences across diverse markets, which enables him to coordinate resources effectively based on differing regional needs

Such efficiency and pragmatic management skills were honed through real-world challenges and result in a considerable asset for both him and the corporation.

Under Li’s leadership, the Nigerian market burgeoned into a $1 billion enterprise, and for four consecutive years, his sales performance placed him at the forefront of the global rankings within his companyThis success led to his promotion as president of the West African region, demonstrating his reputation as the individual who scaled to the top.

Insiders have noted that “Li Jian methodically climbed the corporate ladder, managing operations across Africa, Europe, and the Americas, holding vital leadership positions in strategy, global sales, company transformations, and human resource managementHe has been called upon to turn around operations in various regions on multiple occasions, and now he is set to lead Honor into this new phase of challenges.”

Li displays a relentless spirit, epitomizing determination and resilience—qualities vital for taking Honor into the next strategic chapter

His grit is evident in many anecdotes, showcasing his belief in perseverance and adapting to circumstances.

For instance, during his time as a product manager in Nigeria in extreme conditions, he would cycle through customer visits carrying heavy equipment, signing contracts totaling over $30 million within three months and close to $200 million within a year, reaching over $400 million by the third year.

Another notable instance saw him patiently awaiting three hours only to find that the client’s president was momentarily unavailable, leading him to seize the moment when the individual exited the restroom to secure a meeting.

Li’s background in technology and research parallels his capabilities in managementHe was involved in the development of 3G base station products early in his career, marking groundbreaking breakthroughs in wireless algorithms and intelligent antenna technologies that remain essential advancements in the sector.

Thus, with a solid research-oriented foundation, Li Jian has cultivated exceptional managerial capabilities, forming a multifaceted talent indispensable to Honor’s evolving trajectory.

As Honor confronts a multifaceted landscape ahead, the presence of a leader characterized as a “warrior” adept at tackling challenges is an encouraging prospect

His vast overseas experience coupled with a panoramic understanding of global markets could offer significant advantages for Honor as it navigates its path forward.

In conclusion, Honor’s leadership transition signals an ambitious and resolute approach to tackling shifting market dynamicsNew chief Li Jian faces formidable internal and external challenges; internally, he must meticulously reorganize company operations and formulate distinctive strategies, while externally he must navigate fierce competition and the complexities of international markets.

However, outside observers can take solace in Honor’s triumphant history of rebounds, showcasing a profound resilience and drive for innovation rooted in deep technical expertise.

In the last four years, R&D investments have consistently made up over 10% of Honor's annual revenue and reached 11.5% in 2023, with more than 70% of the workforce engaged in research and development activities.

With a clear roadmap toward future advancements, Honor has already laid the groundwork