Honor Magic9 Pro Max Pricing Aims to Mitigate Cost Increases

Honor unveiled its new Magic9 smartphone series on September 28. The lineup includes the Magic9 Pro Max, Magic9, and Magic9 Super Version, with prices starting at 4499 yuan. Following the product launch event, Honor CEO Li Jian addressed the company's pricing strategy in a media discussion.

Li Jian acknowledged that smartphone manufacturers are facing significant pressure from rising component costs, particularly for memory. He stated that Honor's objective is to make its best effort not to pass on all these cost increases directly to consumers. "How you treat users is how they will treat you," Li Jian remarked, emphasizing the company's internal efforts to reduce costs and improve efficiency.

"We are doing our best not to fully transmit all the cost increase pressure to users," Li Jian continued. He added that the company must "dig internally" to find ways to lower costs and enhance efficiency. He also stressed that a company's true user-centricity is demonstrated by how it balances user interests against its own when conflicts arise.

The Magic9 series saw a strong sales start, with Honor reporting that e-commerce sales in the first half-hour increased by 194% compared to the previous generation's flagship series. This indicates consumer interest in the new lineup, despite broader industry cost pressures.