Huawei China to adjust the glory to increase the intensity of the line, not expected to cause Mate7 shortage

Domain Name City (domain.cn) January 30 news, in more than 3000 yuan in high-end smartphone field, domestic mobile phone has almost no previous product best-selling, but 2014 years of Huawei Mate7 is an exception. According to Huawei's data, Mate7 listed three months since the sale has exceeded 2 million units, and continued to keep out of stock status, the market Mate7 price even once fried to more than 5000 yuan. Yu, the CEO of Huawei's consumer business, has been eager to make a breakthrough in the high-end market in half a year earlier.


 


wants to stand up to the high-end market challenge Apple Samsung


 


data show that Huawei Terminal 2014 shipments reached 138 million, of which the smartphone shipments of 75 million, ranked third in the world. Such results allow Yu to hold the first annual performance conference for Huawei's terminals, but also determined the Huawei consumer business 2015 to the high-end mobile phone to enter confidence. Huawei said it plans to raise its 2015 high-end handset ratio from 2014 to 18% to 30%, with Huawei's consumer business selling for a full-year target of $16 billion trillion.


 


Huawei Consumer Business Vice President Xu Qinsong in an interview, said the D series is Huawei several large series of positioning the highest end of the product, the end of 2015 will launch a 4000-yuan price of D-series mobile phones.


 


Although Mate7 and other models in the high-end area to achieve a breakthrough, but the current size is not large enough, according to Xu Qinsong estimates, Mate7 in the life cycle of sales are expected to reach 7 million or 8 million units. Yu said, only Mate7 and other flagship mobile phone sales up to be counted through the risk period, in the high-end market real footing.


 


2014, the rapid growth of domestic mobile phones, domestic market, the share of many domestic manufacturers increased significantly, Samsung's market share has been declining. But generally speaking, the 2014 domestic mobile phone price most of the 2000 yuan in the stalls, Huawei is no exception, so most of our mobile phone manufacturers ASP (average retail unit price) are below 2000 yuan.


 


, after slashing the low-end models, Huawei's ASP gradually improved. According to Yu, in recent years, Huawei Mobile phone ASP growth rate of about 30%, last year, ASP even six or seven consecutive weeks beyond Samsung, in recent weeks also more than 2000 yuan.





relative to Apple Samsung, Huawei admits it has a gap in some areas. First of all, in terms of branding, Yu said that the construction of the brand, as well as consumer trust and recognition takes a while, while the channel and retail capabilities are another point.


 


"2015 to Hua for the consumer business is a key year, Huawei consumer business in the 2015 competition is equivalent to the war of liberation during the three major battles of the Liaohsi, this battle played well, Huawei brand will rise, so that can go more and more distant." Yu said.


 


not expected to cause Mate7 shortage


 


before Mate7, more than $3000 of high-end mobile phones are hard to find on the iphone. In the domestic market, with the opening of the electricity market, more and more mobile phone manufacturers choose the mode of production on demand, thus reducing the mobile phone inventory to achieve the goal of reducing costs, which also makes the popular mobile phone may be in short supply situation.


 


Xu Qinsong said, Mate7 appeared out of stock, mainly because the market after the success of the time far faster than Huawei originally expected, this is mainly by the previous Mate1 and Mate2 when the impact of the market is not very good. But since the supply plan for many components of mobile phones needs to be made four months ahead of schedule, this leads to a serious shortage. Huawei is expected to improve its Mate7 in 2015, following an adjustment to the supply plan in October.


 


Mate7 is currently on the global market, according to the data published by Huawei, the current Mate7 covers China, Western Europe, the Middle East, Southeast Asia, south and other regions, including more than 100 countries, the Japanese market after the listing of thousands of daily sales, the Saudi market for several weeks to maintain 1300 units per day sales Xu Qinsong said he hopes Mate7 will sell up to 7 million or 8 million units in the life cycle.


 


Domestic handset high-end market breakthrough also partly benefited from Apple Samsung's downturn. Yu that the Samsung series flagship and the iphone 6 series products are lower than the consumer expectations, and Mate7 is beyond the previous users of the Mate series of expectations, which is also a cause of Mate7 hot.


 


China adjusts the glory to increase the intensity of the


 


is positioning Huawei brand as more than 2000 yuan in high-end business people, while the glory as the main channel of the brand will aim at the 1000~3000 yuan file young Internet users to make up for the left of the Huawei brand space files.


 


but for Huawei, offline sales accounted for more than 70% of the share, Yu pointed out that offline is the advantage of Huawei brand, with the help of offline channels will be able to make the glory bigger and stronger. Therefore, at the end of 2014, Huawei Consumer Business decided to set up a restructuring of China's structure.


 


according to Liujiang, New China will become Huawei and glory of the two major brands of the operating center, while the provincial retail platform to form a separate platform, the glory and Huawei Brand can be sold on this platform.


 


Liujiang points out that the new China area will have a lot more authority than before, including all pricing power, business and channel options. Huawei's brand will also learn to speed up its response to the market by honoring its low-cost, highly efficient mode of operation over the past year.


 


a company in the same category to launch a number of brands, mutual competition and internal friction is a matter of more concern, especially in the Glory to the layout of the situation, in order to whether the glory will impact on the Huawei brand, Xu Qinsong pointed out that the glory and the two brands of Huawei will make a more specific product compartment, One of the Glory brand will be the main innovation and so on, Huawei brand will be the main design concept.