Throughout 2017, the mobile phone industry is in the doldrums, the surface seems placid, but in fact contains changes in the situation.Some brands are struggling to survive, some brands bottoming out, there are some brands ups and downs, staged a breathtaking scene.
In response to this dismal status, the glory of Internet handset brands rose in contrarian trend in 2017. Recently, Zhao Ming said in his speech titled "Greeting 2018, World War I, Keeping the North Slope, Put the Honor Banner in the World" In the New Year's speech, employees even said: 'In 2017, glory has become the number one brand of Internet handsets in the world. In the face of the more crucial 2018, glory is bound to expand its war situation and embrace the world more violently. '
Zhao Ming This internal letter was sent to each and every one of the glory of the staff the week before, the glory of the fourth anniversary celebration and glory 9 youth version of the new conference site, when glory global theme song "We are the brave" sounded, just 4 years old glory Announced the milestone will be the first brand in China's mobile Internet, with an enviable group 'privilege' to resume in 2018, 'second pioneering' Sword global, glory of this new globalization strategy, Sounded three years into the world the first five or five years into the world's top three charge numbers, and now, not the opening year, Zhao Ming even more through this early New Year's speech, announced the glory of the global strategy was officially launched, ' After the internal vows, has begun to go to the forefront of the battlefield.
4 years of 'low profile', the achievements of today's glory
All along, the glory of the domestic Internet mobile phone market is particularly 'low profile' because on the one hand to be constantly questioned the necessity of Huawei dual-brand; on the other hand in the surging Internet handset market, never chase, pay more attention to product quality , Innovation and service development model, but also to glory away from the media attention to the central area.
But now it seems that this direction and strategy is undoubtedly successful; and perhaps it is precisely because of the 'low profile' that the achievements of today's glory.
On December 21, on the occasion of the fourth anniversary of Glory, Zhao Ming, President of Glory, quoted data from the famous third-party data agency Sino, announced to guests: According to the sales data of Sino Market in China, from January to November 2017, Glory Mobile With 49.68 million units sold and 71.6 billion yuan sales, topped the top of China's Internet phone brands.
In addition, according to the cumulative sales data of online sales of Sina in the month of November, Glory Mobile ranks second overall in the online and offline sales volume of China's mobile phone market, second only to Apple and the highest ranked Android mobile phone sales volume name.
Good results glory phone throughout the year 2017, in every key marketing wars have been reported in succession, such as double eleven during the Jingdong sales exceeded Apple for the first time, Lynx + Jingdong platform mobile phone sales exceeded 4.02 billion yuan Ranking first, but also won the Jingdong platform single-day global mobile phone brand sales and sales double crown.
Just as performance is a driver of price increases, Glory's performance is derived from its continued launch of the explosion-proof mobile phone. To date, glory play X Series global cumulative sales of 40 million units, Glory Digital Series cumulative sales reached 3000 The average praise rate of glory mobile phone products as a whole reached 98%, of which glory V10 hit 99%, glory V9play and glory play 7X good comments reached 100%.
Such a high rate of user acclaim is rare on the internet handset market, which shows that in the past four years, while honoring product quality over the long term, glory has continued to enhance users' initial product experience and innovative services.
Over the past four years, Glory has continuously innovated its products from the 8-core 4G mobile phone glory 6 that uses the world's first LTE CAT6 chip to the glory 6 Plus that leads the parallel dual camera to the glory of the original Smart Link 7 to the world's first Artificial intelligence glory Magic Magic, and then this year set off the glory of the AI speed revolution V10, glory has always put the product first.At the same time, in order to communicate better with young people, in addition to meet the demand and create demand on the product, Glory also built a unique system of dialogue with users, and finally succeeded in shaping a tide popular with young people technology brand.
In response, Zhao Ming said in his internal letter that the dazzling performance is not just a figure. Behind every praise stands a young man full of expectations and affirmation of glory. We value these honors very much, Because it embodies all the glorious efforts and the love that the users have given us .... The progress of glory is a manifestation of the competitiveness of the entire Huawei system.
Bonus bonus is not capped, rebuilt overseas glory
Speaking of the competitiveness of the Huawei system, I have to mention the glory of the 'SAR Commendation Order' issued by the president of Huawei in early December Ren Zhengfei - 'glory branded mobile phone single commission bonus program.'
According to this document, the glory of the brand to give the SAR unique policies to further release for the yoke to provide protection for the glory of the team, the Group only one profit requirements, the more service users, more bonuses, not capped the program shows, Glory brand mobile phone sales by the number of commission, different stalls, different models of mobile phones a single commission the same. 'As long as the internal and external compliance within the boundaries to achieve the goal of grab the more food, more points bonus, 13 You can get a bonus of level 23. '
Why Huawei Group resorted to such an unprecedented incentive policy? The answer is December 21 Zhao Ming Anniversary announced the global strategic plan: three years into the top five global brands, glory will focus on the brand Heights, covering the populous nation, overseas markets in 2020 Sales accounted for up to 50%.
It can be seen that in order to achieve the strategic goal of Glory Brand's globalization, Huawei has supported the incentive mechanism with unprecedented intensity and scale, which shows that Huawei recognizes the glory brand's light assets and low profit model as well as honor The mobile phone has won the phased success in China's mobile phone market and even urged the glory to achieve the global strategic goal as soon as possible.
In fact, based on the achievements glory has made in the domestic market to expand its advantage and expand overseas markets is also homeopathic According to the China Information and Communication Research Institute's report under the Ministry of Industry and Information Technology pointed out that the single month in November of this year, the domestic total smart phone shipments of 4034.5 Million, down 21.7% .In previous October, domestic mobile phone shipments of 38.181 million, down 9.8%.
This shows that the domestic mobile phone market has been severely saturated, to further seek incremental overseas market is the best choice. Overseas populous countries and regions, will become the domestic mobile phone competing goals, according to the glory of the established overseas strategy, the future glory is The United States, Europe, Russia, Mexico, Africa, Turkey, Pakistan, India and Indonesia are the key areas.
Glory is not a blank in overseas markets. According to GfK, a third-party market organization, glory has been the top three in January-October 2017 in Russia and Finland, among which Finland's market share in July First place, while in Amazon 'Black Friday', Glory achieved over 100% breakthrough growth in France, Germany and the United States.
In general, under the endorsement of the 'Honor Brand Mobile Bonus Scheme', it is imperative to motivate thousands of glorious people to go overseas and promote the evolution of the glory system. Helping to achieve the strategic goal of gaining a top five in the global mobile phone market within three years of glory, meanwhile, Zhao pointed out that the business model of building dual-engine overseas will depend on unique Internet assets, online and offline integration, and partner business model , Recreate a glory overseas.
Adhering to the confidence of the second venture, leading AI mobile sailing era
It is in this context that Zhao Ming delivered a speech for the New Year by his internal staff entitled "Greeting 2018, Fighting the World, Keeping the North Slope, Putting Glory's Banner to the World," and said that the glorious and open strategy of globalization will Is the glory of the second venture.
The reason is that the second venture, because glory not only in overseas markets, open up an honorable and unique path of development, and Zhao Ming glory 'won is a attitude, value, brand, reputation growth This model did not follow suit, it was an honor.
In his internal letter, Zhao Ming analyzed two existing modes of mobile phone development in overseas markets: one is to shift domestic low-cost and low-quality strategies in order to capture overseas markets. However, this model aims at impulse, and usually At the expense of the brand, sacrificing reputation or even sacrificing the future for the price, is not suitable for long-term development; Second, some mature giants at every step of the way long-term layout, although the solid market base, but accompanied by huge time, manpower and financial costs.
Therefore, Zhao Ming believes that glory needs to find a third mode of development. 'While not waiting for it, we must not be barbaric and we must pursue healthy growth with values. We need both good performance and reasonable profit, and more to achieve Brand Health Operations.
Nowadays, mobile phone brand concentration is getting higher and higher, and the industry market is declining. In the face of the increasingly fierce competition in the global handset market in 2018, Zhao Ming is also open to the public. We need to build a brand around the world and want to establish a win-win ecosystem around the world. Unprecedented, but when we work hard in the global market, we must uphold strategic self-confidence.
In my opinion, the glory of the team's strategic confidence, in addition to the above mentioned in the domestic market has formed a skilled manipulative ability and Ren Zhengfei issued "glory brand mobile phone single commission bonus program" to be glorified global strategic support; more important Yes, Huawei and Glory brands operate independently. However, under the endorsement of Huawei's R & D team, Glory Mobile leads the world in product quality, patents and cutting-edge technologies. In particular, Glory Mobile takes the lead in providing AI technology for at least six months, Is an important element that can not be ignored in honoring the globalization strategy.
Under the blessing of artificial intelligence technology boom, AI mobile phones will become the trend of innovative applications of mobile phones in 2018, AI will also follow the great sailing era. Following Glory released in 2016 the first artificial smart phone glory Magic, 2017 Glory AI phone V10 release, so that glory standing in the entire mobile phone industry, 'broken wind' position, setting off a AI speed storm.
In addition to leading the AI technology and endorsing the Huawei Group, there is a source of glorious strategic confidence: from 'having a friend to have a future' in 2014, 'stupid bird' in 2015 to 'no fear in 2016' Stop ', and then to 2017' sights should look at the amount of 'glory every step of the hand well grasp the pulse of the development of the mobile phone industry, and this not rely on' family background ', by its own endowment ability, insight and Pre-judgment, so that glory to the glory of the baptism of Christians, but now still the same as the general blood calf freshman just.
Whether the glory of heaven and earth, the braveness of another departure, can the mission be reached, let us wait and see.