As usual, a full screen mobile phone, the price of 1199, since then, glory of more than a thousand product line, fully updated as a full screen mobile phone.
But the new phone is the supporting role of the day, the real protagonist is Zhao Ming's sentence: the first 11 months of 2017, glory phone has become the first Internet phone.
The concept of Internet handsets emerging from millet arises mainly from mobile phones that are marketed and sold through the Internet, often with high cost performance. The glory brand is the new brand set up by Huawei to meet the demand of millet The initial goal is more than millet, but now, according to the data provided by Sino, Zhao Ming announced that regardless of shipments or sales, glory have surpassed millet, becoming the number one brand of Internet phones.
Next, glory and traditional cell phones, to expand the scale first.
Ten years ago, Apple revolutionized the entire mobile phone industry. New technologies and new concepts were thrown into the hands of consumers. But nowadays, consumers are no longer easy for intelligent speakers, AlphaGo and blockchain. Exciting, it also means that the mobile phone industry has returned to a mature situation, began to fight the same scale as the automotive industry.
Not long ago, Ren Zhengfei personally signed the "glory brand mobile phone commission commission program," the program continued Huawei's militarization language habits, the first sentence begins, said the program's purpose is' to inspire the mighty battlefield, traction glory brand Enhance sales scale. "The first program also reiterated the importance of the scale, for which we can make some profits: 'glory brand mobile phone through the bonus program optimization, based on a certain contribution to profits, traction to scale up. '
In February of this year, Ren Zhengfei also stressed at Huawei's Annual General Meeting of the Consumer Business Unit that profits are a magic weapon and a vital goal. The terminals must be profitable and the profits must have cash flow.
Thousands of mobile phone manufacturers profit margin is very low, mainly to rely on the scale to maintain revenue.And if the price war, then you can further reduce the opponent's profit margins, this time, the glory of Huawei's support, the winter jacket is thick enough, and Thousands of machine-based manufacturers, it is likely to be further behind in the competition.
In an interview with 36Kr, Zhao denied that it was about to start a price war, but also said that this means Huawei has given more power to glory, more flexible to deal with different markets, and bonuses can also encourage young people Go to a country that has not yet reclaimed wasteland.
If you can make money, why go out?
'Different markets' refer to markets outside of mainland China. The two OV markets have been established in Southeast Asia for many years, and Xiaomi's recovery this year and the role played by markets such as India are of crucial importance. To scale has become a spontaneous choice.
Overseas, glory and Huawei are still operating independently.Zhao Ming said that a few years ago the foundation is now laid off, and now can go overseas.He set the goal is that in three years, glory phone to become the world's top five mobile phone brand, This means that glory of the total shipments to reach 100 million units.
This is not an easy goal at a time when subscriber costs are getting higher and higher, and the bones of other cell phone companies may be covered by this goal.
After the conference, Zhao Ming accepted 36 krypton interview.
(The following interview edited by 36Kr)
Q: glory and millet is an old rival, and this glory announced that they have surpassed millet, becoming the first, then in the future, glory competitors will be?
Zhao Ming: To be frank, this market is definitely a process of shifting from one country to another, and there are people who come out from generation to generation. We do not know where we are going and who we run into. Maybe it should be like this The scene, in different countries, different regions of your competitors are not the same.For example, when we arrived in Europe and the United States, we may face a number of local markets, with China, Asia Pacific may be completely different, Because many brands do not go in Asia and the Pacific is another wave of competition in China may be the main brand, from what we say is the core is not to set the imaginary enemy, the core of their own critical time to stand up.
We found that glory of the growth path who will eventually have a problem, historically in China there are a lot of follow-up to mobile phones on the Internet, play exactly the same way, learn another under the brand of learning, completely copied, and then you will find that learning Others will never surpass and will always be thrown far away from others.At the beginning we said that we just learn from each director and must not go around school because you can only learn from him secondly and must never surpass So you will see that after 2015, our judgments every year and our own demands, the core focus will change, that is, we have to go its own way.
Q: What do you think of glory, in order to achieve today's market position?
Zhao Ming: At the core, glory has never been blinded by so many concepts that in the past few years, from 2013 to 2017, every year the Internet has hyped concepts that are attractive every time A lot of people's attention, but eventually will find one after another foam, bubble behind each group represents a group of investors, a group of companies have problems.
Glory has been thinking, we do mobile phones, Internet handsets in the end what are the advantages in the end? Finally able to stand, what is the most hoped to glory? Ultimately, the relationship between me and the user? What users need glory Finally, we found that what users need us are products and services, and products, we have to look at our own situation, what can we do with the product? Innovation and quality.
So when I came back to discuss with the team inside Glory, when you traced the truth, the truth is very clear, so glory has never changed and in the past few years we have put the core strategy under control. In 2015, 2016 and 2017 We are all focusing on innovation quality and service, and we tell everybody what our judgments and problems are in a year.Only many people follow the trend, but your concept can not keep up and it often changes and fluctuates, for example, sometimes The outlet, say 4G is the outlet, 5G is the outlet, these are the real outlet, but the annual concept too much. Glory The first is to insist on quality, the second is from our brand, the glory of their own brand of anomaly Cherish, we still regard ourselves as positive energy among young people.
Q: Why do so many dual-brand have failed to play, Huawei and glory success, what do you think of this factor?
Zhao Ming: From the brand operation is concerned, it is very important - the original intention of the operation of the dual brand is what if you are from the very beginning is a very clear two-brand strategy, you have not given another brand (for example, the second Brand) sufficient authority, and give it enough room for growth and enough trial and error. The beginning of the need for dual-brand, if not very clear, just want to try one, then the probability of failure is great.
Second, in the course of the implementation of the brand management is indeed required considerable bravery and courage, it can be said glory in the process of growth, and Huawei brand will certainly be a wide range of conflicts between the two years ago Say a lot, at this time like the Huawei cell phone family members are always very important, many problems are not particularly large issues, temporary conflicts, this time is a test of the family when the strategic understanding.
I always feel lucky to fly the bullets for a while, and I am also very fortunate. In the past few years, I have always been very lenient about glory and found many solutions to these problems after a period of time. The vision and the mind of the decision in the many different issues and opinions appear when the decision of the entire enterprise.In fact, the glory is very lucky, both in the group and consumers have received great support, we go global, the strategic support and schedule And to, as a reference.
Q: In what aspects of glory need to upgrade?
I think our own internal problems are still very many.First, today, users need to speed up the innovation of mobile phones.Never in the face of difficulties and problems when the phone, or the overall mobile phone market decline, we use price cuts.You see iPhone X is selling very much, the price is so expensive, everyone is for the pursuit of this new mobile phone products.What is my first mobile phone, my second mobile phone should be used better.In the past year, the real Large-scale decline is the low-end machines below 1,000 yuan, the largest decline in the entire market space, but everyone needs a better cell phone, so in turn, or to speed up innovation.Although we are the first to provide artificial intelligence Of the handset makers, from the glory of Magic to present the glory V10, but in terms of innovation, we still have a very strong sense of urgency.
Second, I think there is still a globalized talent for glory to upgrade in 2017 or 2018, the most lacking is the people where the markets are and the products are excellent, but the glory and global awareness People are the most lack of new incentives forcing employees of all ages to speed up learning, qualifications in the face of opportunities has become less important, which is the company's strategic support for glory and if later said for the glory of , Mentality to become a little more stable.It is our PK others, PK may become a group today.
Recently you will find that all the products will be compared to the glory 7X, you see online, all the objects are compared to it when you come to this position, you will become the object of comparison for all. Well, our The team has the heart of the king, will not change with others how to see you, you have to get used to be the benchmark for others, this time can not always think about counterattack others, the first has been taken, it is impossible Even better, your best or first, the future may become the second day you become a normal mentality, do their own thing is the most important .I think in 2018, for the glory Small partners in this area must upgrade the technology, including us.
Q: Why is this year glory released so many cell phones? Flagship models updated in less than a year.
Zhao Ming: We update the faster, each dial as a mobile phone brand is not gambling, the normal or to judge based on the truth, and objectively speaking, the Huawei brand and glory brand in the full screen we get the fastest , To fully refresh our product line.
In fact, in turn, when the industry changes, the first time to react.Reaction is not consciously, more importantly, R & D system and industrial system, industrial system and technology system can support you, when You judge the front is full, multiple product lines all turn, a lot of time this kind of change is a decision on the surface of the problem, in fact, the entire system.
Q: Now more and more mobile phones, but consumers feel it is difficult to feel excited for the phone again.
Zhao Ming: well informed, this is actually the root cause of the current industry why many manufacturers more difficult, the user's requirements and taste become higher, they are not the same in the era of Steve Jobs, the vast majority of people understand the phone Or a few keyboards.I remember I was very excited when using the BlackBerry, the input method is very comfortable, I also remember my operator is very excited to show me photos of smart phones slide, zoom in and out, the phone can do so today Looked that year, I think it is nothing more than ordinary things.
In the end what is the requirement I mentioned a point of view, artificial intelligence is in the future of the user experience which is undervalued, the next two of us go Go, you are a master, in fact, it does not matter, I just take an Alpha dog, who also under But I, the level of professional players is almost no difference.I take a photo, you are a master of photography, the parameters, the aperture to be particularly good, AI scan, how the environment, I can take the best photographer outstanding parameters out, In fact, is an argument between people, the difference between people and experts came out, really say something of social class out, the feeling of the future is very difficult, and this is what I focus on artificial intelligence is very Of course, a lot of hardware technology Needless to say, it must be to support the future development of mobile phones, but also to support the foundation of many revolutionary experience changes.
Now the full screen is fast, from 10,000 dollars to hundreds of dollars of machines, and when I talked about the full screen in July, I said that we should not overplay the full screen.
Q: In terms of artificial intelligence, Huawei has cooperated with many companies. What are these cooperation levels?
Zhao Ming: In fact, I have always insisted on a point of view, the future of the AI era is the need for mobile phone brands and Internet brands co-operation, Baidu is China's Internet giant, BAT Ye Hao, including Jingdong Ye Hao, these brands in the future there is a huge Internet Influence.
In fact, in addition to the future of AI technology and Baidu, and other brands also have quite a lot of cooperation. And Baidu has a technical level, but also the content level. We say cloud, artificial intelligence, a lot of knowledge it comes from the Internet, Baidu actually a lot Future services, including driverless, Baidu also invested in many companies. In fact, we say cooperation is more extensive, otherwise, Baidu cloud content is not shared to us, we are quite a missing piece, our future and the Internet Manufacturers hope of cooperation is open up, you follow the normal logic of people, when a series of logic into a complete system of thinking, or else here to break, for example, the Alpha dog playing chess well, as well as artificial Intelligent marketing may experience shopping very well, and many of them have some experience in the vertical field.Real Artificial Intelligence It takes a complete logic of thinking that you want to go out on vacation, a series of flights from the emergence of attractions String together, today's artificial intelligence in vertical areas do not meet our requirements, as a cell phone brand is the most promising, For it across all applications, it is most desirable to everyone united.
Q: Can you share the excuse and background of the incentive policy documents issued two days ago? You also said that some of the company's grants to honor here, which authorization do I want to know? I also saw online, achieved financial independence, There are some overseas operators, there are other?
Zhao Ming: This should be from the business strategy is concerned, there are two latitudes from the human resources strategy:
First, the business strategy is concerned, the company to honor more clearly assess our profit, sales of money can be further developed, that is, the decision-making power to some specific projects, the equivalent of the entire campaign success, the specific how to fight a We have to empower you, we also empower the frontline.Declaration of all things by the same standard to ask, this place many situations do not allow, there will be many deviations, such as all the profits are how much you are alone Big, because the situation is not allowed now can be based on a free combination.
Second, why do we say that human resources strategy? Simplify the KPI assessment, not for you to assess, we have a good relationship to give you a hit A, B +, B, we may know that our assessment system, according to the assessment results to allocate bonuses. The market may be two or three people to do, the two of them are similar to the partners, the market down, your bonus and the number of units, others are not eligible points, the platform is a very solid support point, the main bonus is The core of the team. The so-called 13 employees get 23 bonus, may go to two young people, some people take the initiative to apply to go to African countries, we are welcome. People do the market is very good, make money, when rewards We are also more welcome. At that time, the market did not believe in the rankings. It is probable that future 13 employees may have higher bonuses than other markets.
There is also a change in the human resources system, which is to fully release the productive forces, to break the differences between some of our ranks and to encourage more young people to go where they are needed most.
Q: In the incentive policy clearly mentioned, you can sell part of the profits, to achieve the scale of expansion, does this mean that glory to start a price war?
Zhao Ming: This is a very good question, thank you so forthrightly put forward.Glorious to do such a mobile phone so many years, why do I say that the heart of the heart of the king is so important, or back to the previous point of view, your core strategic thinking And what is the goal? What is your core philosophy, in fact, what we want to build? What we want to build is - the world's most popular science and technology young people tide, there is no tide of any science and technology played by the price war I want to sell a hundred million is very simple, just find a market out to send it, but in the end your strategy is, your strategy is to really use the product and your brand concept, and day by day communication to win consumers Today, there are so many tide cards, each one is not cheap, but why so many young people sought after? This and their personality, the pursuit of relevance, not a tide brand is a price war.
I just mentioned that the company gives you authorization on the one hand, self-restraint is the other hand, the two must be mutually reinforcing. If the company gives you authorization, you say OK, I can really price The battle, in fact, is the basis of the trust of both sides destroyed. The company that you can flexibly develop your strategy based on your strategy, I know the company gave me a basic goal, the amount of profit requirements, is fully trust the glory of the team can Manage well and balance the relationship between the profit and the sales volume in each market. Let us not tangle in these matters. If glory sets off a price war in the world, this is contrary to the core strategic goal of the future. And the glory commercial logic is Too contrary to glory to restore the business nature of any market in what way to serve local customers, may be divided into different markets, sub-regions have different strategies.
Q: Glory actually in overseas markets - such as the European market - layout for many years, why choose to force large-scale development at this node?
Zhao Ming: Because the foundation is well, at least for the glory itself, we must have a foundation, but also really understand the overseas. Stable and stable strategy, the strategy is correct, the general direction of the correct is extremely important .In fact, a lot of Internet thinking really Used to the mobile phone industry, the use of the industry is very problematic. The Internet is a trial and error mechanism. Several people set up a small project, 1-2 months of success, go forward; failed, the team dissolved, redevelopment A project.This is the internal operation of the Internet, there is no problem in the software, the Internet is no problem.But applied to the real industry, in manufacturing, high-tech industry is deadly, because you are willing to experiment, you put forward a new concept, a A large number of people accompany you to go, the test failed, a few people redistributed to the new project, the back of the line partners how to do? Its stock who solve too many such stories .But glory is not so glorious Really done, we confessed to ourselves, because we have always regarded honesty as the core element of brand building, because the boss has been saying honesty is the core And when it comes to who you are, it is clear to all of us who we are and we know very well where we are.
Q: You also talked about testing water in the international market. So what lessons have you learned from the previous test?
Zhao Ming: Take the example of Russia, in this market, after we release the product, there is a huge amount of users on the e-commerce platform, and the users get the response of the mobile phone very well. , From the electricity supplier up, soon less than a month, there is a second local electricity supplier to find us, he said can give me a little cargo, I think your product is good, you give him a little product, After this, Russia's largest online retail customer DNS-shop to find us, we say that we are the Internet brand. Honorable colleagues asked us local, our profit margin is half the local profit margins, the initial cooperation is very small, are missing The sale of goods, the beginning is a cautious attempt, and later sell better, today we are already the largest user of DNS.
DNS-shop We are successful, there will be a second, the third take the initiative to find us, for example, the most powerful local, or cooperation with our operators very well, for example, I am very familiar with the leadership of your company, I want him exclusive, ask what kind of space to give me, because we have so long cooperation, I can give you and other people the same conditions, because I set a rule, after entering the conditions can not be better than the first The conditions of the entrants, all the brand and the glory of cooperation has been insisted to this day. In the Russian market, we have the third share today, we only half the cooperation with customers, only half the market, we know very well that we go global When our business model and business analysis, glory light asset model is not you to my team to accept.
Q: Some companies have started bilingual business in order to go to sea. Will there be any similar measures in honor?
Zhao Ming: At least for me, English will not be a problem.From us, glorified brothers can later choose to be a globalized talent or a localization talent, and globalized talents will ask you to define yourself As a globalized talent, you must pass a foreign language exam within 6 months, or you will consider yourself as a local talent.