Huawei lost: The gap between pricing and brand

Huawei mobile phone, starting last year, getting better. From the glory of independence, 3C and 3X strategy and implementation, is also commendable. However, P7 's mobile phone release, but let the people surprised, it seems to continue the previous path, in the wrong way, the farther away.

Glory is in the good times, but P7 is misguided. The ice fire is twofold. The contradiction, in fact, also reflects the internal anxiety of Huawei-both want to go, do the national mobile phone, and want to march on the high end of the brand. Both ends, the other.

The strategy of the national mobile phone is Matsushita's "philosophy of running water", because the mobile phone is still an electronic consumer goods, basically everyone is a year change mobile phone, can sell brand premium, in fact not too much, after all, not all mobile phone companies are apple.

Huawei's anxiety is also not reconciled, its embarrassment, in fact, like HTC-priced too high, and the brand is not proportional.

The previous two days, Zealer Wang freely evaluation HTC M8, he said, HTC is the hardware temperament closest to Apple's Android, its hardware color the most close to the iphone, it and Samsung showdown, lost in advertising fees and Samsung Gap is too big.

Wang's easy point of view, sounds plausible, the brand is not to spend money to hit advertising mody? However, I do not agree with this statement, I am more inclined to NOP Liu Yan point of view--htc problem, not advertising fees, but the price is too high. ' Android phones are not a value-keeping commodity, ' he said. ' The flagship machine sells more expensive than iphone5s, which is unreasonable.

Now M7 Taobao Price and iphone5c is quite, also far below iphone5s 3400 yuan price. The current HTC M8 Price is about 4200, it can be expected that a year later, its fate will be the same as M7, fell 2400 of the price range.

HTC M7, like other Android phones, is constantly plunging prices. This problem, in fact, Huawei is also the same, P6 released, the domestic price of 2688 yuan, three months later, the price to 2499, and later, and then fell below the 2000 Yuan mark. Huawei P7 release, compared to P6, the price increased to 2888 yuan. Of course, Huawei official also told everyone, P7 domestic price than abroad, cheap nearly 1000 yuan. Although, P7 still keep in 3000 yuan this pass, Street, but in the final analysis, 2888 yuan pricing, or too high.

If only from the internal view of Huawei, P6 is successful, the 2013 flagship model, is currently ranked in the League of the active model, the Android list of 25, is Huawei's most active model of the top three. However, from the outside, this mobile phone, active users, far behind the charm of the MX2, or even millet 2 a. --Millet 2 A, in the millet mobile phone, is the shortest life cycle of a product, shipments are also the lowest, estimated within 3 million.

Starting with P6, Huawei seems to be rethinking itself that Huawei needs to sell its flagship machine as a bestseller. However, judging from P7 's pricing strategy, it is still repeating the P6 error-or pricing too high. To sell as a bestseller but not to Price, Huawei's brand, for now, is not enough to prop up the P-series to get enough brand premium.

NOP founder Liu Yan has a consensus with me that the market for midsize machines in the Android market has collapsed.

Liu Yan put forward the view that the M-type market, the future market is divided into two price market, within 2000 (he even think the thousand machine is a critical point) a market and Apple high-end a market, the middle 2000~4000 yuan this middle-level market will collapse.

I call the M-market the hourglass market. Mobile phone is ultimately a consumer electronics, compared to the PC, it's more frequent replacement, almost once a year, it will be with the mineral water market, divided into two, sold to the public and sell rich, such as the former farmer spring, Wahaha positioning, the latter such as Evian. The same is true of mobile phones, cost pricing, sold to the public, Apple to tyrants. This is one of the reasons why the middle brands such as HTC, Motorola and Sony have been in decline for two years.

Huawei mobile phone last year's product layout, it is also true in response to the "hourglass market"-Huawei Glory split, whether it is 3C staring at the red-meter mobile phone, the main thousand-yuan machine, or 3X in the stare at Millet 3, the main 1500~2000 yuan of this price. This is Huawei's awakening, the flagship is sold as a best-selling machine, and is the cost of the national mobile phone pricing.

Huawei Glory, carrying the Huawei "national mobile Phone", the task of shipments, then the Huawei P series is carrying the task of high-end. Unfortunately, however, the P series does not seem to be able to take on this task, at least from the current sales price of P6, it is no higher than the glory 3X too much.

From the appearance, configuration and parameters of Huawei's P7, its pricing is comparable to that of a mobile phone. Liu, from Oppo quit, founded a mobile phone, at that time, his assumption is, around the millet 1999 price segment, priced in 2500~3000 yuan (and P7 the same price range), and later, he also positioned the price in 2500 yuan. However, a mobile phone conference, the final price is 1999.99 yuan.

A plus mobile phone cost pricing, step 1999.99 yuan, and P6 first set a high price, then price, and finally fell below the 1900 mark two strategies, I appreciate a plus mobile phone strategy.

In fact, the cost-pricing storm that began with the Millet phone 1999 has been echoed by more and more handset makers. Recently, for example, the price of MX3, such as with Huawei Brothers, ZTE Mobile phones. 2014, ZTE made a drastic strategic adjustment, the first half of the flagship mobile phones, are cost-priced cost pricing, to seize 4G mobile phones, and prices are locked at 1000 yuan, 1500, 2000 yuan three price.

According to statistics, 2013 domestic active models 57% of mobile phones concentrated in 2000 yuan, 2000~3000 Yuan's mobile phone only 16%, the remaining 27% of the mobile phone is more than 3000 yuan, but the price of more than 3000 yuan in the market, 80% are the iphone.

Data show that the market, 2000~3000 yuan, is gradually shrinking. This is an inevitable trend. In reality, Huawei's P-series mobile phones, it is difficult to break through the 3000 yuan this domestic mobile phone wards, rather than in the shrinking market range competition, rather than let go of mobile phones, demoted to 2000 yuan this checkpoint. After all, last year's P6 is now within this red line.

I think the domestic drinking water market is the mobile phone market mapping. In fact, mobile phone companies should be to Wahaha, farmers learn.