Recently, the news that glory is going to be independent from Huawei is soaring.
In this regard, although the glory and Huawei executives have voiced, they said that they will still combine the two swords, but in the end they can't stop the industry's extensive speculation.
However, industry insiders said that Huawei intends to sprint the number one mobile phone shipment in the next two years, and to achieve the goal of 200 million mobile phone shipments this year, and these goals are mainly achieved by low-end mobile phones. Sales, which makes the performance of its flagship low-end Internet brand glory extremely critical. 'Glory's mission has not been completed yet, Huawei will not easily let glory go out in the short term.'
The mission of glory has not been completed yet?
Recently, it is reported 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. After independence, glory can strengthen the brand image and expand overseas markets.
After the news came out, it caused a hot discussion in the market. Recently, glory and Huawei executives came out to respond. Glory President Zhao Mingfa said on the microblog that 'Glory Mobile has been established for more than four years, and is growing with youthful acceleration. Whether it is glory and young technology The positioning of the products is still insisting on Huawei, and the glory dual-brand strategy has been fully verified by the market. In the future, glory will be more firmly with the Huawei brand, and the two swords will merge together to create a global victory for the consumer business.
In this regard, glory insiders told the "Securities Daily" reporter that glory has been operating independently on the brand, and the company has not issued an official statement on the rumors of 'complete independence', but Zhao Ming’s statement is a response to this news. Yu Chengdong, president of Huawei's consumer business, also posted a comment on Zhao Ming's Weibo, expressing his support: 'Double swords combined, proper.'
Glory is an Internet sub-brand of Huawei. It was born in 2013 and originally existed as a subsidiary brand of Huawei. Later, it gradually became independent in the brand and channels, and gained a foothold through the Internet. In terms of strategy, glory and Huawei is not the same, each has a site, glory against the standard Internet phone brand such as Xiaomi, and Huawei positioning high-end. In recent years, glory products have gradually removed the Huawei LOGO, operating independently on the channel.
Although glory and Huawei are relatively independent in terms of brand, channel and operation, the two sides share a mechanism in product technology, research and development, etc. At the same time, Huawei plays an important supporting role in glory to expand the domestic market or to enter the international market. .
For the independence of glory, Huawei has had an idea. As early as 5 years ago, Huawei internal high-level executives had heard that 'glory independent operation has been internally recognized and e-commerce development'. Since then, Huawei e-commerce A series of revolutionary initiatives have also been brewed. At the time, the industry generally believed that glory began a solo journey.
However, with the growth of glory and Huawei's market share, 'single fly' has rarely been mentioned. 'At present, Huawei's focus is on the 'first', here mainly refers to the first shipment. To achieve 'first', the shipment of glory is undoubtedly an important part, and 'single fly' has been shelved. ' Industry insiders believe.
Yu Chengdong once said that 'super apple in 2 years, super Samsung in 5 years'. At present, Huawei's single-quarter sales have exceeded the market share of Apple, but there is still a certain distance from the dominance of 'first'. Huawei's brand sales data includes glory. In the eyes of the industry, Huawei will not let glory go out independently before it gets the 'first'.
Zhang Jinyang, a mobile phone analyst at Aowei Cloud, said: 'Huawei is unlikely to split the glory in the short term. At present, glory and Huawei are shared in research institutions and supply chain systems. At the same time, Huawei's internal systems are clearly defined. The number of personnel in each department is huge, and it is a long process to completely split it. At the same time, the emergence of glory is the result of Huawei's layout of Internet mobile phones. Its positioning is quite different from that of Huawei. Independence is not meaningful for the time being. And Huawei itself is not listed, there is no pressure from capital. On the surface, there is no need to split the glory to guarantee its own profit rate.
Glory accelerates to Huawei
Although Huawei denied the news of glory and independence, signs of its transformation have emerged.
Recently, Zhang Xiaoyun, who was mainly responsible for the global brand promotion of Huawei's terminal products, returned to glory. People familiar with the matter said that this is the adjustment made by Huawei to enter the US market and abandon the brand's 'baggage' in overseas markets. And if so, glory It is especially necessary to upgrade from a sub-brand to a subsidiary. At the same time, when glory often tries to pass the new product to the high-end, it often encounters conflicts and positioning problems with Huawei's high-end series.
Industry economic observer Ding Shaojiang believes: 'Glory has achieved today's achievements, and it cannot do without Huawei's R&D, manufacturing, channels, capital, talents and other comprehensive support. In the future, its development is still impossible to completely detach from Huawei's support. But glory will accelerate in the future. In terms of branding, etc., 'going to Huawei', conducting more independent financial accounting, personnel layout, channel strategy, incentive mechanism, and strengthening itself in terms of capital, will also bring greater development space for Huawei.
However, the relationship between glory and Huawei is still interdependent, and glory must be completely separated from Huawei, or it needs to be plump.
'Glory has the Internet mobile phone gene, but its development does not rely solely on the Internet, but online and offline development. Light assets layout offline channels, has also become a key measure for the glory of the Internet mobile phone market. In the future, with the Internet dividend Further reduction, the role of the glory offline channel will be more prominent, and this will further rely on Huawei. Huawei's overall strategy is still outstanding technology and services, glory is Huawei's best platform for some new strategic and tactical experiments, and in turn glory of the team Excellent performance will also stimulate Huawei's overall competitiveness. 'Dr. Ding said.