Ren's three-time tone to Huawei's Terminal: Don't fever for the internet

Huawei founder Ren's internal speech will cause concern, not because of his prestigious industry status, nor because of his witty analogy, but he is always the first to stand up to the key to Huawei's development.

In a recent luncheon with Huawei's consumer BG management team, Ren has delivered an important speech on business development. "Huawei consumer BG should stick to its own path," said Ren. Do not blindly labeled Apple, Samsung, Millet! ”

Earlier, a consensus within Huawei was that Huawei's brand was responsible for fighting millet in the face of Apple Samsung. But as early as Huawei's transformation in 2011, Ren mentioned a similar point in an internal speech when he "didn't aim at Apple and went his own way." "This has set the tone for the future development of Huawei's terminal.

Now, in the words of Huawei's own people, the consumer BG business has been undergoing a series of transformations. The first phase of the 2013 adaptation transition has ended, http://www.aliyun.com/zixun/aggregation/33721.html ">2014 the second phase of the year will be with other manufacturers to start head-on contact."

According to IDC statistics data show that 2013 Huawei smartphone shipments ranked third in the world, market share of 4.9%, Huawei has the same competitive with rivals. On the other hand, Huawei's end of the market growth drive mainly from overseas, the Chinese region has only increased by more than 20%.

At the same time, the face of millet and other Internet enterprises not traditional mode of aggravating, Huawei Terminal also had to seek "following" type of transformation, glory is such a product.

According to Tencent Science and technology, the original Ren on Huawei transformation to do terminal line is more doubt than support. He thinks the terminal will develop quickly, but the opportunity does not necessarily belong to Huawei.

Huawei's previous operation depended on two wheels, one on the business model and the other on technological innovation. Huawei's more advantageous pipelines have these two wheels, which are basically not available at the terminal. But Huawei should not put all its survival hopes on operators.

If the 2011 that the tone is the first time for Huawei Terminal transformation, then 2012 has a second tone, that is, "must withstand loneliness, the bench to do ten years cold." It is this time, Huawei Terminal gradually weakened the carrier mode of thinking, thus establishing its own model, that year launched the glory and P1 also got good feedback

After the second tone, Huawei began to try social channels and electric channels, on the basis of maintaining the existing operators ' channels. However, the first attempt to e-commerce Huawei, seems to have a start on the face of the channel conflict, "See The Recruit". Fortunately, it was clear that different channels of product positioning pricing, especially for the Electronic business platform comb.

Electric commodity brand Glory Chenghua as a breakthrough

Huawei's test water could be said to have reached Ren's expectations of terminal development, and even made it a bigger idea of internet sales, including the later "selling Argentine beef" story.

Ren on the development of Huawei Terminal has four clear instructions: To have profitability, the ability to continue to develop, can not appear malicious inventory, to manage the risk.

In order to achieve these four points, the glory of the electric dealer is paramount.

According to Huawei insiders, Ren has been opposed to the end of the terminal to do the so-called channel, because to do a channel to talk to a home, the cost is too high, but should develop low-cost electricity dealers. "We prioritize the development of low-cost, hard to develop low-cost, change the pattern." ”

In response to the still-existing glories that conflict with Huawei's other products, Ren has stressed in his internal speech that they can consider operating independently as long as they are conducive to development. By the end of last year, the electric goods card was glorious and independent.

Strictly speaking, Glory is not a brand new, its first two generations in the electric business market is not a success, to the glory of 3C although the profit is meager, but successfully attracted the electricity market focus, has become at least 4 million users of the mobile phone brand.

Huawei Terminal to pursue high profit model

Facing the fierce market competition, how to continue to develop Huawei Terminal is still a key problem.

Ren gave the third internal tone, "I hope that the consumer BG do not bubble up after the victory, do not go away." So the electric dealer also does not say that the sales, must say can achieve how much profit. The terminal is not sticky, large quantity and quality is not excellent, word of mouth will fall down. Don't worry, slow down, don't let the Internet cause you to have a fever. ”

The implication, Huawei Terminal to be detached from the scale effect, to the pursuit of high profits, and the electrical business low-cost, differentiated routes can be tried, but to adhere to the self.

At present, Huawei "end, tube, cloud" under the overall strategy, Huawei Terminal is consumer-centric to build a consumer brand with global influence. The glorious brand will face the electric business channel this increasingly important subdivision market to carry on the strategic layout, and with the Mother brand formation obvious brand differentiation, in order to benefit Huawei in the electricity market obtains more competitive advantage.