Huawei borrow odd tiger taste Internet marketing Zhou 祎 bid too low

High-profile cooperation, low-key end, Huawei borrow Dodge Tiger 360 "delicacy" internet marketing finally had to go nowhere.

"Huawei's mobile phone insists on the fine line, the cost of products is therefore higher, do not Zhou (Qihoo 360 chairman) of the lower price requirements." Yu, Huawei's terminal chairman, exclaimed on Weibo.

September 6, Huawei market alone shelves Huawei Shine mobile phone, the price of 1499 yuan, and was 360 high-profile promotional mobile phone finally quietly placed in the new product area of the mall. Huawei Media director Xiangqing to the "investor" reporter said that Huawei shine from Huawei Independent marketing, not belong to 360 special machine category. Huawei has not responded to the breakdown of the partnership, saying Huawei's terminals and the industry chain's partners have maintained good relations of cooperation.

Liang, a consumer electronics analyst, told the investor newspaper that 360 did not co-operate with Huawei because the conditions were not discussed and 360 pressed the price very low. 360 to do low-cost, than millet mobile phone cost-effective, and Huawei has been working hard in recent years to do a high-end mobile phone brand, the most important reason for the failure of cooperation is Huawei is unwilling to lower its positioning.

Discard 360 for high-end brands

This May, Huawei and 360 announced cooperation to push for the "Shine" of the machine Huawei. With the Internet Enterprise 360 cooperation, not only can increase brand awareness and most rely on the cooperation with operators of shipping channels to increase the number of channels, this is Huawei's intention.

Yu has said that 360 is equivalent to the electricity business channel, it has 500 million users, push a window of the bomb everyone also know Huawei's products. And to 360来 said, Master Mobile Internet portal is very important, and Tcl, Haier, amoi cooperation of the special machine all reflect 360 look for the entrance anxiety.

But in a few months, Huawei and 360 have had to go their separate ways. The roots lie in the contradictions that cannot be compromised.

Zhou previously told the media, 360 and Huawei special machine stranded mainly because of mobile phone pricing. In 360 prior to the special machine cooperation, low price, high cost performance has been 360 high-profile slogan, thousand-dollar cost-effective mobile phone is a hobby of 360.

Huawei's glittering initial price of 1499 yuan, but two months after the cost of hardware procurement has slipped, coupled with many of the market has already been the same configuration of thousands of mobile phones, Huawei has not been too much attraction.

Moreover, the low price is also contrary to Huawei's path, and low price is not the label that Huawei needs in the future. Huawei has long been a carrier-customized route in foreign countries, and low prices have always been a conspicuous label for Huawei, while in the Chinese market, Huawei's original path is also consistent, take the carrier channel, positioning is also low-end. This brought Huawei huge shipments, 2010 Huawei Mobile terminals shipped 120 million, 2011 growth to 150 million, and smartphone growth of 5 times times, terminal sales revenue of $6.8 billion.

But change starts at the beginning of the year. This year from the January CES show to the March Barcelona Telecom in Spain, Huawei launched Ascend series handsets. Huawei's new belief is that the middle-and high-end route is ultimately not to be struggled with low prices. Huawei's intentions are no more pronounced than Huawei's focus on mobile phone advertising, which focuses on handsets above 2000 yuan.

Liang that Huawei is unwilling to always do low-end handset products in the market, which is not the intention of Huawei, on the thousand-yuan intelligent machine, Huawei is not Lenovo and ZTE so High-profile, but also gradually in the conscious reduction of low-end products shipments.

In addition, for Huawei, 360 is not a good enough partner. In the industry, Zhou has always been a public enemy of the Internet, and at mobile terminals, 360 special machines are occasionally used as a means of firing at other terminals. And, 360 special special machine in the market response insipid, itself still have many problems.

To shake off 360 is a "bargain" for Huawei. 360 of the orders for the assembly line of large Huawei is insignificant, and the special machine also to a certain extent to promote Huawei. Between the channel and the route, Huawei finally sticks to the line.

The intention is to expand the electronic channel of 360 cooperation finally can only give up, this is Huawei in the electronic channel of a folding, and in the sales channels, Huawei anxiety more than that.

70% reliance on operator sales channels

Huawei's retail terminals are not ideal. Beijing Telecom Sales manager told the investor newspaper, Huawei sales in the shop is not good. Guangzhou Yi Xun mobile phone sales store chief told the "investor" reporter, Huawei mobile phones are never sold in the store.

But Huawei's sales are dazzling. Xiangqing told reporters that in the first half of 2012, Huawei mobile phones in China's terminal handset sales accounted for one-third of global terminals, sales of 11.5 billion yuan, an increase of 163%. In the first half of 2012, mobile phones shipped more than 10 million, of which 80% were smartphones. In the market share, since March 2011, the overall market share of mobile phones in China's top three.

Huawei's secret weapons are being customized. Xiangqing said that Huawei's mobile phone channel structure is mainly operators, open channels and electronic channels, the current carrier channel shipments accounted for about 70%, the latter two channels will gradually strengthen.

Main China Telecom, Unicom and mobile phone wholesale and retail of Nanjing wing of the staff told the "investor" reporter, Huawei in the one or two-tier market sales are generally good, Huawei and operators to cooperate with mobile phones, only one model in Jiangsu daily sales can reach 6,000 departments. In overall shipments, Huawei has more than Samsung because of its price advantage.

He also mentioned that Huawei is a brand that dealers are willing to do but retailers are reluctant to do. The reason, I am afraid that Huawei relative to ZTE, Lenovo and other brands in terms of positioning in high-end and thus profit space, but the retail terminal sales, in the price with ZTE, Lenovo and so not too much competitiveness. In addition to the three-tier and the following cities, Lenovo's ability to plough more than Huawei, especially in the three-tier cities and campus market, Lenovo has done more than Huawei.

However, excessive reliance on telecom operators channel risk is too high. Huawei's operator knows how familiar it is from its foreign markets, but Huawei also knows that operators are not "cows" forever.

Liang said that Huawei in the first few years to adopt the model is completely consistent with foreign countries, that is, the carrier channels, Huawei in foreign countries do not do open retail terminals. But the model is risky, as carriers become less subsidised, relying on operators to be very dangerous for Huawei, which has been aware of the danger in the past two years and is beginning to move into retail terminals. Huawei must find its way out.