Since joining Huawei in 1996 to sell communications equipment, Li Kaixin has experienced the reform and opening that was started in the 1970s and 1980s in the Chinese economy. It has also experienced the communications industry that has developed along with the tide of reform and opening up. With the ups and downs of the mobile phone industry Iris iteration of the rise.
'Selling mobile phones is like selling seafood,' 'mobile phone companies are not starved to death,' said Li Kaixin in the mobile phone industry fought for many years, on the characteristics of today's mobile phone industry has its own unique view of his 1992 from Xi'an Polytechnic University graduate, learning mechanical professional, first self-learning communication into the not so famous Huawei at that time, Huawei had the idea of doing the phone in 2004, and then later became glory of the elders around 2012, the position of vice president of glory phone sales , Then came 360 mobile phone president.
This is the first year Kai-Kai into the telecommunications handset industry, the first 22. Li Kai new eyes, the Chinese mobile phone market after the prosperity and decline of the PHS, functional machines era dominated foreign brands such as Motorola fade out, the intelligent machine Huawei and other domestic machine rise, He saw too much rise and fall, but also has its own unique judgment.
'Cell phone companies do not starve to death'
'Self-hematopoietic, self-support' 360 mobile phone president Kai-Xin Li said at a recent media communication, when he announced that 360 mobile phone shipments in 2017 reached 500 million units, flat with 2016 and truly breakeven.
Kai-Kai Lee revealed at the meeting, 360 Chairman Zhou Hongyi to 2017 360 mobile phone performance hit 80 points.
Kai-Xin Lee said 360 mobile phones in the group's position is still relatively heavy, but may need to grow another two or three years to play a bearing role for the new entrants, the process will be very long, and as a new Into those who will pay a price.
Li Kaixin used his own mobile phone as an example of Huawei. 'At that time we made a CDMA mobile phone, with a Nokia mobile phone looks closer.' 'And has a candy bar function of the Nokia mobile phone has been sold in the market for two years, the market retail Price 1200 or so, and in order to make consumers willing to pay much money willing to buy Huawei's mobile phone, Huawei CDMA final price of 800 yuan.
This is the new entrants are bound to face the problem, of course, Huawei has passed this stage.At that time the problem we are facing is that we also need to face now.
Unlike the foreign competitors such as Nokia and Motorola that Huawei needed to face at the time, 360 mobile phones need to face the major brands of domestic mobile phones, but the same thing is that they need to make some not-for-profit or even loss-making businesses to be accepted by consumers. Business growth phase, it is worth doing. 'Because we are now the brand of tension is not enough, and we hope this way more people are willing to use a 360 phone, so slowly through the product's ability to bring the brand Influential, and gradually you feel that you do not need to pay so much money with others I accept, slowly such business to get up.
Identify the balance point is the key to this protracted war in Kaikai does not seem to have a cell phone brand is starving to death, many of them are too demanding, blind pursuit of an overly high goal beyond the company's overall After the strength will cause a big problem.
Zhou Hongyi had proposed to study millet to do MIX, after thinking about the location and status of the 360 mobile phone, Li Kaixin directly to Zhou Hongyi make it clear that Zhou Hongyi rejected the proposal.
Relative to Huawei, millet and other companies, in the case of limited research and development resources, 360 mobile phones even more need to find a balance point. 'Thousands of dollars to do the three machines, I only do a paragraph, a cell phone can Sell 1 million units, not that I can sell three million units can be sold, do three may be a little more, but certainly not a cumulative relationship, then tell everyone how to find a balanced point. '
As a newcomer, Kai-Xin Lee is also thinking about how to create their own distinctions, which need to seize the core competition, the entire team focus on the product. I think the core is to meet the heavy Internet users, and the Group's strategy is to match And my future direction, and my product features, comprehensive ability is to match, then aim at this to do.
Kai-Xin Li told Economic Observer reporter, now R & D team has four or five hundred, and in order to make a product refined, the general project requires a team of 80-100.While they put their core competencies on the Internet for heavy users .
'Our biggest focus is to focus on the N series as this series has been recognized by the market and the most suitable user for us is a heavy Internet user.' "Kai-Xin Li explained that the heavy Internet Users may not be particularly rich, but they are willing to try new things, the performance requirements of the phone is very high, in order to performance is willing to lose some of the brand's appeal, and these and the 360 N series is more appropriate.
'I told the old Zhou also said to be able to withstand loneliness, do not look so much this year, the gap so much next year, do not dream one step, it is impossible, we gradually go up, the Chinese market is large enough to accommodate Us. 'In KaiKai's view, a single brand dominated the world is impossible, consumer choice has always been diverse, and consumers are fickle.
Steady go up, do not make mistakes, loneliness, is a mature performance of this newcomer, and led the phone to move Kai-Kai Li stressed that the university's son, to follow the pulse of the times to choose a good industry, so Stand out in the corner must be vigilant.
Selling mobile phone is like selling seafood
Huawei is now the boss of the domestic mobile phone brand, but it is not the rapid rise of the outside world. It has also undergone a long and gradual process. Since 2004, Huawei has had the idea of making mobile phones and started around 2005 Cut into this area, so far there are 13 or 4 years, 'Kai-Xin Li told Economic Observer.
After graduating from university in 1992, Li Kaixin was assigned to a military factory of state-owned nature and was not respected and rewarded for his innovation in the team. Li Kaixin, a young and energetic man, left indignantly and left to do research and development in Shenzhen with a friend. Flowing year, then returned to Lanzhou.
A lucky coincidence, Kai-Xin Lee in his wife brought a newspaper found Huawei recruitment information, 'my wife brought the newspaper, a Lanzhou University school-run factory recruiting R & D staff, but also my wife recommended to me , But I found that next to the hiring, there was a very small "tofu block" in the middle of the newspaper, and Huawei was hiring salespersons, "Li Ka-shing recalled entering Huawei's experience.
At that time Huawei was not famous in the country, but spent a year in Shenzhen, Li Kaixin know the strength of Huawei, 'That year was 1996, Huawei has become famous in Shenzhen, and his sales revenue that year has been 26 100 million yuan, so I chose to enter China as a salesman, but did not go to this near home business to do research and development, 'Kai-Kai said.
In addition to Li Kaixin to bring economic ability, let Kai-Kai think precious, pragmatic and sincere, which is Huawei into his body blood traits, but this trait also brought 360 mobile phone, this has a strong Internet atmosphere 'I am going to consider this point,' Li Ka-shin stressed that this is the basis for long-term cooperation.
To sell a cell phone is a ToC business, Lee said. "Huawei is customer-centric and market-driven. This is the key to Huawei's success. I very much agree with this and bring it to the management of the 360 mobile phone."
In Lee Kaixin's opinion, selling mobile phones and equipment is not the same, selling equipment is a B2B business, China's communications equipment competitors also a few, in terms of a project to be faced as a customer, although the customer decision is different Department, but that is five or six positions, five or six departments.
'You and your competitors, including competing products, prices, services compared to nothing more than to choose the most suitable for his customers.But the sale of mobile phones is not the same, selling mobile phones to To C's business, although earlier sold mobile phones by Huawei operators Later sold to users, but also take into account every user, because the phone is not used to buy their own mobile operators, he is to sell, so that every consumer. 'Kai-Kai said.
To CISS, ToC is much more complex than it is to solve. It is no longer something that one or two operators approve, but needs consumer acceptance. "This involves the brand, user experience, look and feel, including price / performance ratio, etc. How do you let more consumers accept you and know you.
Mobile phone iteration is very fast.This is Kai-Kai Lee said selling mobile phones with the same reason to sell seafood. 'After the discovery of mobile phones to do sales This is the real sales, you have to consider all aspects, and mobile phones generally have to advance 8-10 Month product planning, you want me to 8 months, 10 months after what should be on the product, or after listing is out of date, equal to your mobile phone market that is converted into inventory.
This feature is also a big test for policy makers. 'R & D products that require 8 months, front-end sales tell you 8 months out of the product is not competitive, you have to catch up one month earlier, or Half a month does not work, it is necessary to coordinate, what can be adjusted, and who needs to compromise.
This is Li Kaixin's daily work nowadays, to weigh the interests of all departments to coordinate. 'Than the benefits of fresh is that it will not spoil transit.' Compared with Huawei's work, Kai-Xin Lee said the work is now more 360 In his opinion, 360 is a newcomer in the field of mobile phones and is climbing the snow-capped mountains at a stage of grass-making.