Out of the shadow of Millet, Glory opens a new journey

In the past two years, many traditional handset manufacturers are more or less living in the shadow of millet, the specific performance is: forced to net, a time to show "irrational prosperity." In fact, some traditional handset manufacturers are larger than millet, but Millet's amazing growth rate makes them feel threatened and worried, which is also the traditional enterprises in the face of the internet anxiety. Huawei is not the first company to try Internet trading, but its Internet brand is the fastest-running one.

First, follow-style innovation, is to drive the glory of the rapid growth of the ideological weapons

Huawei founder Ren's attitude towards innovation emphasizes the purpose. Emphasizing the value of innovation on the one hand. Whether follow-up innovation, continuous innovation, or subversive innovation, are based on the user's explicit or implicit demand, the important thing is to pursue the success of the market, Huawei to promote valuable innovation. On the other hand, we have a correct understanding of independent innovation. Ren has an image, 1+1 is invented by Westerners, do we have to start again from 1+1?

Following innovation has the characteristics of low cost of practice and the most easy to bring direct value, which has become an important thought weapon in the innovation and development of Huawei. Huawei has a number of rivals since it was founded more than 20 years ago. Whether it was the "great China" of the year, or the international Alcatel, Siemens, Fujitsu, Lucent, Nortel, and so on, under Huawei's follow-style innovation, after the fall of Huawei.

The so-called follow-style innovation, is in the imitation of continuous improvement in the incremental search for breakthroughs in order to achieve rapid growth. In mobile phone sales, glory is a typical example.

1, follow, is the standard millet operating mode, learning millet, die knock millet.

Overview of the Glory year with the chaos of millet: to Glory Cheong play two brands to deal with millet and red rice respectively. The price of each product, or lower 1 yuan, or 100 yuan. Every time the festival or press conference of Millet, the glory is in the intensive propaganda, or create a festival. Learn Millet line under the integrated operation mode, online speculation, enhance the brand premium, control shipments, offline distribution tray, large-scale shipments. Set up their own fan system, through the spread of Word-of-mouth fans.

Glory from the beginning to the growth of every step, seems to have the shadow of millet. In fact, the original glory of independence, but also with Millet has a great relationship. Liujiang early recognition of the millet mode of innovation, especially in the millet mode "with users to make channels" ideas. He took the growth of millet as an example, and gradually persuaded the different voices inside Huawei. It can be said that the success of the glorious, millet has a greater credit.

2, innovation, is not because of the imitation of millet and lost direction, brave to do their own.

It is easy to imitate others, it is hard to be yourself. Inside Huawei, Ren has corrected the glorious direction of development, can learn millet, but must have a certain limit. The June Glory puts forward the slogan "Be brave to be yourself," and keep practicing. Specific performance:

To break the single channel mode of Millet, glory to carry out the whole channel sales, increase user interface. Product line layout Expand Millet dare not enter the high-end market, such as Glory 6 Plus price breakthrough 3000 yuan. Combined with its own advantages, the rapid promotion of international sales, has entered Asia, Europe and other markets more than 50 countries and regions. In addition to online speculation, cross-border to the film and television, literature, sports and other fields, the joint publicity, highlighting the core values. In the construction of fan culture, the emphasis on "rational community doctrine", rather than "fan fanaticism."

Under the driving of follow-style innovation, the glory takes out the beautiful report card, its growth even surpasses millet. Glory mobile phone sales of more than 10 million, a year to achieve a 100 million to 2 billion U.S. dollars leap. But for the glory of the first year, it is not the time to celebrate, the future is very long, this is just the beginning.

Second, start a new journey, where will the glory go?

Glory in the Intelligent hardware field active layout, including in the car networking, intelligent television field of cooperative exploration, as well as wearable equipment in the field of preliminary involvement. The same as the Millet layout intelligent hardware ecology is a direction for the future development of glory. For mobile phones, in the branding and internationalization of these two directions, Glory walked in front of all internet phone brands.

1. Branding.

Millet future pursuit of "hardware free", to the low-end march, and the glorious route is "brand", to high-end extension. Glory 6 Plus price 3299 yuan, is the glory formed from 599 to 3299 different price segments low, middle and high-end product layout. Break through 3000 yuan, the Glory brand has this premium ability. This is a key step in the glorious branding process, with new opponents. Let's analyze the participants in this price segment.

Market Research Institute GfK has published the 2014 7-August price segments of the product share. 3000-3500 yuan Price segment product share of the overall market 2%,TOP5 brand is Samsung, Apple, OPPO, VIVO, HTC.

Samsung and Apple are the glories of Huawei's long term rival, while Oppo and Vivo will be the new rivals in the high-end arena. In the Internet brand on the plate, the glory is better; in the traditional social channel sales, Oppo and Vivo experienced. Predictably, next in the country, there will be a confrontation between the two sales models. And overseas, the Glory will compete with Samsung and Apple directly, the glory of this leap to face a lot of challenges.

2. Internationalization.

Compared to Millet internationalization road repeatedly blocked, glory is to bon voyage. Since the end of September to enter the Malaysian market, 2 months time, Glory has entered more than 50 countries and regions. Glory 6 in Germany, France, Spain, Italy, Britain and other five Amazon sites in the best-selling mobile phone rankings, on the Amazon website in France, Glory 6 in all technology products beyond Iphone6 ranked fourth. November 23, Liujiang in the 14th session of China's MBA Development Forum, said that glory in the beginning is the global brand, the Glory hope in the global market to show China's "new" strength, so that the glory of the world's leading mobile phone brands.

Glory also has several advantages from Huawei: First-class product development capacity, a large number of patent reserves and global partner resources. Under the escort of these advantages, glory on the road of branding and internationalization, will go more smoothly than other Internet brands.