The tiger sniffs that the glory of the Internet sub-brand of Huawei's mobile phone will be completely separated from the Huawei system and an independent company will be established.
Glory is the Internet mobile phone brand launched by Huawei in 2013. At that time, the Internet mobile phone model pioneered by Xiaomi was in full swing. The manufacturers saw the potential of this innovative model, glory, one plus, INUI, Nubia and other Internet users. Brands have been established during this time.
Although it is a latecomer, glory is backed by Huawei's big tree. It has natural advantages in terms of technology, channels, and after-sales. After several years of operation, glory has established itself and has surpassed its predecessors in shipments. Xiaomi, glory president Zhao Ming has repeatedly said that glory is now the largest Internet mobile phone brand in China (although Xiaomi has no longer advertised itself as an 'Internet mobile phone').
'True' sales data released by Sino
One of the characteristics of Internet mobile phones is to cut off the middlemen's channels, so as to extract higher cost performance. Glory relies on a large number of shipments from 1,000 yuan to 3,000 yuan. It contributes nearly half of the sales of the entire Huawei system. 1. The results of one have made a great contribution.
However, although it is two independent brands, Huawei and Glory are still 'pro-brothers' and are also affiliated with the Consumer Division. So, why should glory choose independence at this time?
In fact, from some recent situations, some clues can be seen.
First, let's take a look at the necessity of setting up an independent company in the moment.
First, strengthen the brand image.
The significance of setting up a sub-brand is to establish a new brand image, and to do business with China, the high-end is different, glory has always been positioned in young people, the main cost-effective and fan marketing. At each press conference, Zhao Ming has to repeat the phrase 'Glory has been committed In order to create young people's favorite technology tides, I also recently introduced projects like young people like extreme sports, robot competitions and so on.
At this point, a plus is a very successful example. If it has always been a product line or sub-brand of OPPO, then the brand image of its enthusiasts and geeks cannot be established, relying on this hot sale. Overseas is even more difficult to talk about.
Huawei, which started its communications equipment and B-side business, is still a traditional way of thinking and marketing. Glory is a positive step, and upgrading from sub-brands to establishing subsidiaries is to further strengthen the new positioning. In the past thoroughly 'Say Goodbye'.
At the same time, glory can also put down the body to do the entry machine, without worrying that low-priced products will have a negative impact on the Huawei brand.
Second, go out to sea.
Now the sea is the main theme of domestic mobile phones, and the sub-brand is the usual method of going to sea. Xiaomi POCO, OPPO Realme, plus one plus nothing. For Huawei, the sub-brand is even more significant.
Due to some well-known reasons, Huawei's progress in some western countries has not been smooth. Even after being banned, there is news that Huawei will completely withdraw from the US market.
Nowadays, the sea battle is in full swing. The main opponent of glory Xiaomi, in addition to India, has entered more and more markets. The financial report shows that Xiaomi’s overseas market revenue has accounted for 36.3% of total revenue, and in the second quarter of 2018, it reached 16.4 billion yuan. The growth rate was 151.7%. At the press conference, Lin Bin introduced that Xiaomi mobile phone has entered the top five in the smartphone market in 25 countries and regions around the world.
As a brand that was once slammed against Xiaomi, glory is definitely not willing to give overseas markets to Xiaomi. At this time, independence is a must-go path. The glory of independence does not have to bear the burden of Huawei. To achieve shorter and faster expansion.
In addition, there are some signals that have to be mentioned recently.
On the evening of September 3, former Huawei consumer business CMO Zhang Xiaoyun issued a message on Weibo, according to the company's latest arrangements, he will return to the glory of mobile phones, as the chief strategy and brand development officer of glory.
Zhang Xiaoyun joined Huawei in 2001, engaged in research and development, sales, marketing. In the second year, he joined Huawei's terminal team. In 2012, he was established as a glory CMO. In March 2015, he was transferred to serve as Huawei's consumer business CMO. On March 19 this year, Huawei terminal again made personnel adjustments. Zhang Xiaoyun stepped down as the terminal CMO and re-appointed as the chief brand officer of Huawei's consumer business. He was mainly responsible for the global brand promotion of Huawei's terminal products. At that time, Tencent's "First Line" reported that some people said that this is Huawei. Adjustments made to enter the US market.
And Huawei's experience in the past six months is also in our eyes. It is a foregone conclusion that the defeat of the United States, and Zhang Xiaoyun is back to glory. It is very likely to continue the 'dream of the sea' in glory.
In addition, this year's NOVA series, which has signed a sales volume as a spokesperson, has reported that it will set up an independent sub-brand to operate in the future.
As a result, Huawei's main high-end against Apple Samsung, NOVA continues to speak for the spokesperson and the offline route against OV, and glory continues to attack the mission of Xiaomi, the product line is clear, the division of labor is clear.
Even at the end of the iPhone launch conference, it was rumored that Huawei will be acquired by the State-owned Assets Supervision and Administration Commission and is gradually recycling the shares in the hands of employees. Another source said that Huawei will split the business into enterprise-level and consumer markets. Two independent subsidiaries.
Although Huawei rumored this news, we can also smell a trace of change.
At present, more information about glory independence has not been disclosed. In short, the Internet sub-brand established by Huawei to attack Xiaomi is showing greater ambition.
However, independent operation has also brought a very serious problem, that is, the shipment of glory will no longer be regarded as part of Huawei. After the shipments are over, Huawei’s goal of surpassing Samsung is even more distant. In the imperative, it may be that Huawei and glory have new goals.