Yu: Huawei mobile phone in the future either fast growth or death

Huawei recently unveiled a new generation of flagship mobile phone Ascend P7 in Paris. Huawei Consumer BG CEO Yu said in a media interview after the conference, Huawei 2014 smartphone target global shipments of 80 million-120 million, of which Ascend P7 target sales of more than 10 million.

Ascend P7 at the domestic price of 2888 yuan, European pricing of 449 euros (about 3898 yuan), if the Yu expected 10 million shipments, Huawei will create about 30 billion yuan (about 5 billion U.S. dollars) of revenue. Huawei Consumer BG 2014 total revenue for the first time exceeded 9 billion U.S. dollars.

In 2013, Huawei London Ascend P6 press conference, Yu also said the target global sales of 10 million units. But in the end the world sold 4 million units, the Chinese market accounted for 60%.

Yu said: "Last year after the Chinese market operators stressed that the 4g,3g version of the P6 did not realize this, when the start debugging 4G found that the market demand for P6 is still very large, wrong 4G market judgment led to a shortage of supply, P6 really bought also on half a year."

Although Ascend P6 did not meet Yu expectations, for Huawei, this is the first selling price of more than 2500 yuan of mobile phones to achieve millions above sales, and 4 million units. For Huawei mobile phones to upgrade high-end brands, as well as the future high-end mobile phone operating capacity will bring significant improvements.

In accordance with the Company's practice, general line of business leaders every three years around the rotation, Huawei's other two major BG have been completed in early April, and Yu continued to dominate the consumer BG, showing the leader of the Huawei company for three years to work for the affirmation.

After 3 years of Yu, Huawei Consumer BG Business 2013-year revenue for the first time to break 9 billion U.S. dollars, smart phone shipments of 52 million units in the world's third, profitability has reached the best period of history. In terms of branding, after years of effort and high investment in marketing, and with the Ascend series of praise has increased from 2012 global awareness of 25% to 52% last year.

But the challenges facing Yu in 2014 remain enormous. In the face of the global mobile phone industry shuffle, the domestic market into the background of price scuffle, Huawei Management recently frequently sound, demand terminal business to profit rather than scale layout transformation.

Ren was at a luncheon meeting of the Huawei Consumer BG management team in mid-March this year clearly pointed out that Huawei terminal business should not blindly Samsung, Apple, millet as the standard enterprise: "First, we in a short period of vertical integration can not do apple; second, we can not integrate, Samsung is relying on national strength in support, We can't do Samsung, "so Huawei has to stick to its own path," and consumers ' BG is profit-centric, "Don't let the Internet cause fever."

At Huawei's 11th annual Global analyst Conference, Huawei's rotating CEO Zhijun also put "ruthless words": "Consumer BG because of 2013 years of success, there are impetuous tendencies, the need to reduce the temperature in advance, to sober awareness of who they are, where the future will go."

Yu said that Huawei will be the next to launch more than 3000 models, continue to enter the high-end products, "Huawei's premium capacity in the industry is now higher than other domestic brands, which is an advantage." "At the same time," the high profit of accessories in the industry is not a secret, Huawei will then increase in the field of accessories sales support.

In terms of branding, Yu said: "Huawei has only two paths in the future, either fast growth or death." And to rapid growth, the need to speed up the brand building, this year, Huawei Global brand goal is 60%, next year is 80%, only in this way will not die. ”