Tencent "first-line" author Guo Xiaofeng December 28 reports
Recent glory of mobile phones can be described as frequent moves, following Tencent "first-line" recently exclusive exposure of the glory of mobile single product bonus program, today learned from internal sources, the glory of Zhao Ming, president of mobile phones in the name of "2018, the world war, keep the North Slope, The glory of the banner to plug the world! "The internal mail, said glory in 2017 mobile phone sales share in China ranked first in mobile phones, is a year to seal the victory. In 2018, Glory phone you need to brave again , For the magnificent international market for second start-up.
According to Sino Snow January-November this year, China's Internet phone market data show: Glory to 49.68 million cumulative sales and 71.6 billion yuan in total sales of more than millet, the top brand in China's Internet mobile phone.
In November alone, glory's market share in China's mobile phone reached 14.5%, second only to Apple's 15.1%, ranking second in the industry, Andrews camp first, while longer than the offline market OPPO and vivo market share were 13.8% and 12.8% respectively.
As glory of excellence, in order to stimulate employee morale, continue to enhance the glory brand mobile phone sales scale .Ren founder of Huawei has been specially approved, glory brand mobile phone single commission bonus program, the program from the fourth quarter of this year. , Not capped.
In fact, in the second half of Internet phone competition in the second half, all channels fierce competition in 2017, the survival of all cell phone brands is particularly difficult.
Zhao Ming said that throughout the year 2017, the mobile phone industry is in the downturn in the forefront of the broader market may seem placid, but in fact contains changes. 'We see some brands struggling to survive, some brands bottoming out, and some brand ups and downs Ups and downs, staged a breathtaking scene, but for glory, 2017 is calm and speed, continuous improvement, to seal the victory of the year.Zhao Ming pointed out in an internal mail, 'glory 2017 development beyond market expectations, in terms of reason This is an unexpected and predictable result, since the strategic direction of glory has always been strong and we will never spend resources on non-strategic objectives nor will we envy and follow up on the so-called outlet of any strategic plan. .
It is understood that from the beginning of the glory of 2014 'there is a future friend', 'stupid birds in 2015', 'no fear of wind in 2016', and then to 2017 ' Look at the amount of ', never to follow the trend of glory shows a good insight and predictability.Always adhere to the positioning of young users, pay attention to product quality, to omni-channel layout.
In addition to good domestic performance, glory in the overseas market share also continued to rise, which, according to GfK data show that from January to October this year, glory in Finland and Russia are ranked third in market share.In the West 'Black Friday' During the promotion period, the overall sales volume of glory increased by 160% over the same period of last year. Sales volume in Italy increased by 380% year-on-year and sales in Britain increased by 180% year-on-year. Spain, France and Germany all achieved 100% year-on-year growth rate.
It is understood that the glory of marketing costs less than 3% of total revenue, so compared to the competitors in the cost of blood, glory made in overseas markets such achievements, Zhao Ming summed up as' rely on word of mouth and between products and users Connection' .
For the future, on the 4th anniversary, Glory announces its own global strategic plan and strives to become a global TOP5 mobile phone brand in 3 years, with overseas sales accounting for 50% of the total in 2020.
At present, glory overseas sales accounted for 15% of the face of millet, OV in Southeast Asia and the global mad looting, 50% three years to do glory glory of globalization is bound to be relaxed.
Zhao Ming said, 'This is by no means a calm course. Globally, we not only have to face the market with different competitions and different patterns, but also face the challenge of cross-cultural communication. Year or longer strategic layout, at the same time, the brothers in the domestic market is also facing higher and higher degree of concentration of the entire industry, the industry market decline, more intense competition situation waiting in front of us, not only full Big chance of flowers, it is a big challenge of pressure '.
Tencent "front-line" was informed that the strategic deployment of glory for overseas markets has started, some areas such as Myanmar are building stores, nearly a hundred talented people left for the world last week.
The following is Zhao Ming's internal e-mail full text:
To meet 2018, the world war, keep the North Slope, the glory of the flag to plug the world!
Honorable brothers and sisters,
2017 is coming and thank you all for your creativity and pioneering work this year. We not only successfully completed the annual target but also achieved a series of remarkable achievements. Here, I would like to thank every honored user, every A brother and sister, each partner, expressed his deep gratitude!
All greatness stems from a brave start.Return to the past four years, glory has never hesitated despite numerous challenges and fierce competition.We have a humble heart, but never set ourselves apart; we respect the rules , But never dungeon, so we have been brutal, glory all the way crowned.
Throughout 2017, the mobile phone industry is in the doldrums, the surface of the seemingly placid, but in fact contains a change.We see that some brands are struggling to survive, some brands bottoming out, there are some brand ups and downs, staged a breathtaking scene However, for glory, 2017 is a year of calm, speeding up and keeping up and winning the victory.According to Sino data, from January to November, glory of mobile phone sales share in China's Internet phone ranked first, the sales are more Far ahead; November China's overall market sales data, glory ranked first in the Android camp; and in the much-watched Double 11 Campaign, glory to sales of 4.02 billion yuan will be the industry's first pocket income.
2017 is the year when glory has been released for most of the new product in history and also a year in which our technology has accumulated profoundly. Every time, we are exploring the industry. With V9, we redefine the performance of our flagship aircraft Level; beautiful sound glory 9, is to allow consumers to fully pursue the pursuit of beauty release; Full-screen strength of the fun 7X, Thousand Yuan machine has the experience of the flagship machine. November 28, in the chip, system, camera , Screen, audio, battery life and so on deep accumulation, brought together into a landmark AI phone: glory V10. AI mobile phone is the glory of the next 'broken wind' point, but also the entire mobile phone industry 'break' Landmark.
2017 This year, a glorious global journey, we have done our best with strategic focus, made breakthroughs in the core markets and built our capabilities for the future step by step. In the Russian and Finnish markets, Glory won the first-to-October market Share of the top three good results; and in amazon 'Black Friday' activities, glory in France, Germany, the United States market, achieved more than 100% breakthrough growth.
We have to face the usual achievements, but to face the reputation of devout heart in 2017, the glory of the product average praise rate of 98%, some products even reached 100%, it is not just a figure, each one Behind the good reviews are standing young people who are full of expectations and affirmation of glory and we value these honors very much because it embodies all the glorious efforts and the love that the users have given us.We must thank the group and consumers BG Leaders and colleagues fully support the glory and development of every key node, as well as the full support of laboratories, Haisi, R & D, supply chain and other departments in 2012. The glory of progress is the embodiment of the competitiveness of the entire Huawei system.
Thank you, love glory.
This is actually a well-achieved and unexpected result for the development of glory in 2017. Rational reason, the strategic direction of glory has been very firm, we will never spend resources on non-strategic goals, and never envy And follow-up to any so-called outlet on the strategic plan.
From the glory of the beginning of growth in 2014 'have friends have the future', 2015 'stupid bird waits for the wind', 2016 'no fear of wind stop', and then to 2017 'sights should look at the amount of' , Glory shows the insight and predictability, each step is a good grasp of the pulse of the development of the mobile phone industry .But in the torrent of the coerced market, glory has done its utmost, has maintained a rare sober and rational. Glory has always been Adhere to create user value as the core technology to create young people tide mission as a mission, adhere to the quality, innovation and service control points of the strategy, adhere to the Internet light asset, online and offline integration, partner business model.
In a sense, the strategic self-confidence and skilled handling ability is the greatest glory of success, which is our most valuable asset to the future.It is precisely because of this, glory was able to consolidate the status of Internet phone number one brand, glory AI technology Will lead the industry for six months, glory products will be reaping such a good performance and reputation, glory brand will win millions of consumers love and support.
2017, we have a full understanding of the world 2018, we want to embrace the world more violently.
Looking to the future, the glory strategy is very clear, that is, to build a dual-engine overseas development model.In the just past honor fourth anniversary celebration, we announced a global strategy: glory will focus on the brand Heights, covering the populous nation to the United States, Europe, Russia, Africa, Turkey, India, Indonesia and other key areas. Relying on the unique Internet asset-light mode, the global mobile phone market has become the brand of "three years ago five". In 2020, the sales in overseas markets will reach 50 %!
In 2018, we bravely set out to face the magnificent global market.
This is by no means a calm course. Globally, we not only face the challenge of cross-cultural communication not only in markets with different competitions but also in different patterns, and in three years we can accomplish others 10 years or more Strategic layout, at the same time, the brothers in the domestic market is also facing higher and higher concentration of the entire industry, the industry market decline, more intense competition in the situation waiting for us in front, not only filled with flowers a big opportunity, It is also a stressful big challenge.
The glory of globalization, it is glory of the second venture.
How difficult it is to start a business? Our real challenge lies in how to open up a unique and honorable path of development in overseas markets and win an attitude of growth, value, brand and reputation.
At present, there are two main modes of development of the industry in overseas markets: one is to impact overseas by low-cost and low-quality products and dominate the market, most of which are based on imposing sacrifices on brands and sacrificing reputation even at the expense of the future; second, some International mature giant, at every step of the way the long-term layout of these two models are not suitable for glory.It is different from other brands, glory overseas, dare to asset-light Internet model, innovation, quality, service as a strategic control point, To be the most popular tech tide for young people in the world, we must join hands with partners all over the world to get through the offline channels and establish a solid ecological environment for win-win cooperation.
This is a road that no one has ever been through, but the glory needs to be tripped out. The most urgent thing now is to have a group of capable and courageous talented people who want to go where they are needed most.
Hereby, I'd like to express my special thanks to the Group and Consumer BG for their tremendous support for GLOBAL GLOBAL STRATEGY, which not only clarifies the global dual-brand strategy but also gives glory to its development. GLOBAL business is operated directly by Glory Business Unit, with more human resources and incentives With unprecedented strength to support glory. Not long ago, Ren has officially signed the "glory brand mobile phone single commission bonus program" document to help us sounded the assembly of the world's campaign number. This is the charge, inspiring thousands of troops immediately battlefield , Majestic, angry, across the Pacific Ocean.
The industry is even more exciting than our own for the "Honor-branded mobile phone single commissioned bonus program." As a glorious person, we should have a deeper and more correct interpretation that can promote the evolution of the capabilities of the glory system through the change of the incentive mechanism , Give birth to more young talent to come to the fore, over and over again under the hero of smoke, 600 million Divine do Yao and Shun.
The market is never planned out, but hit out. Glory for the face of the world, tens of thousands of real consumers face the world, can not afford to lose ground. Only those who really charge in the global market, set a hell of a hero, only For example, if one or two brothers join hands to fight for a country and achieve actual performance, it is possible for a 13-member employee to obtain a bonus of level 23. There is no market for seniority, and everything depends on performance , By healthy business development to speak.
2018 is an important node full of historical mission and milestone. We need to build a brand globally and create a win-win situation in the world with unprecedented pressure. We should keep in mind our mission and responsibility. The more we are passionate, the more we need to calm down Everyone who glorifies the team needs an ambition, along with a sense of balance and restraint and no impetuosity, and we must guard against the loss of ourselves under the great opportunities and incentives so that we can pursue the growth , But more pursuit of healthy growth in the global market, we must uphold strategic self-confidence, but also to fully comply with local laws and regulations, respect for local culture, we have to occupy the commanding height, but also hold the bottom line.
In the past four years, we have lived up to expectations. In the next three years, we will even have to fulfill our mission. In 2018, every honored person must have persistent belief that he will not neglect the future and fear the future.
Change the world, not be changed by the world, glory and mission, belong to you and me each and every one, the new year, please small partners and I charge strikes, the banner of glory inserted in every corner of the world!
We cheer each other, fight together!
Zhao Ming
Glory president
2017.12.28