Speaking of Huawei mobile phones, friends who have long been concerned about digital technology will definitely think of a person, Yu Chengdong, the current CEO of Huawei Consumer BG and the chairman of Huawei Terminal. Jianghu people said: Yu Dazui. On Weibo, his exaggerated remarks are really unbelievable. This turned out to be the CEO of a brave battle against various evil capitalist empire?
Even if others can't control, Ren Zhengfei won't come out to control? For the marketing of Huawei mobile phones, what exactly does Huawei internally think about?
Huawei phones are the same as ZTE phones. For their parent company, one of the biggest meanings is to accumulate technology patents and brand influence for the parent company. Due to the company's founder Ren Zhengfei's "make a hole" business philosophy, Huawei's growth in the past two decades has shown a low profile. Some people noticed him when he was on the world's top 500. Note, only some!
Huawei's mobile phone business is of course unknown. The establishment of Huawei's terminal business is not much later than that of ZTE, but from the beginning of its establishment, it has been doing ODM OEM, white-label or OEM for other manufacturers. Unlike ZTE, an industrial design team was formed from the outset to create a brand.
It was not until the rise of smartphones and Huawei ’s communications equipment encountered abnormal treatment in the European and American markets that it decided to make efforts in the mobile phone terminal market. On the one hand, for the purpose of technology patents, on the other hand, in order to continue to work with the European and American governments to improve the brand reputation and attract ordinary users. However, because it was too late to put effort into promoting its own HiSilicon chip, product design and promotion were frequent. Apart from the fault of the product, Yu Chengdong had to tear open his mouth and squirt his hair out to fill the topic for his mobile phone.
Because the purpose of departure is very different from its own situation, in terms of marketing, Huawei and ZTE have fundamentally different performances, and Huawei is more aggressive.
Product layout:
Huawei's product layout is similar to that of ZTE. However, due to the late start of industrial design, the product line is not rich, and most mobile phones have low brand recognition. Basically, no one can recall what Huawei phones look like.
So far, Huawei's mobile phone product line has three outstanding ones: the thousand yuan machine series, the Honor series focusing on the mid-end "specializing in Xiaomi", and the Ascend series (priming) high-end. The mate large screen and P6 ultra-thin belong to the Ascend series. Basically, all mainstream product lines are included, but Huawei's best for the market is only the thousand yuan machine series. The other two product lines with high-end atmospheric names, in terms of product maturity, are the same as their market performance, can only be said: growing. Ha ha.
Here are the advantages and disadvantages of Huawei's mobile phone products.
In the thousand-yuan market, Huawei ’s C8650, C8812, C8815, etc. have been talked about by consumers. With the help of their own core baseband chip patents, Huawei has opened a gap with other manufacturers and benefited greatly .
Benefiting from this, Huawei decided that all of its high-end models will use HiSilicon chips, and it is necessary to attack the chip design industry. This decision, but from the perspective of the mobile phone, is extremely stupid. Because of its own chip, Huawei's mobile phone has been difficult to reach 1080P. Therefore, Huawei's high-end models are very embarrassing. This time, Yu Dazui finally didn't speak empty words, and his high-end models really used the one-year-old Hisilicon. Looking at the history of the blood and tears of young Haisi employees who died in overtime work, this will not confess.
Regarding the design of Huawei mobile phones, this is indeed a major weakness of Huawei. The design of Huawei's mobile phones is the same as the naming method, and they all take the atmospheric route. In the design of previous Huawei mobile phones, all the excessive curvature and fine decoration were removed and replaced with simple symmetry and ellipse. The impression is that it is OK to just copy, paste and rotate the two graphics, which is very unsightly.
Later, Huawei attacked again and produced a P6, which was finally meticulous. But it looks pretty at first glance, not at all. at this point.
In terms of customized systems, Huawei EMUI's unified desktop has added a lot of popularity to itself. The official theme and abstract icon design also show that they are different and have their own characteristics. But it did not beautify the corresponding hardware at all, including its own tablet, which did not look delicate enough.
After all, the chip design industry and the industrial design field need to accumulate for a long time. Huawei has fully demonstrated its determination in this regard, but I do n’t know how many opportunities the market will give him. However, Huawei has really been able to stretch out its old face that has been hidden for many years to come to the market to raise its own chip ecology.
Marketing:
Huawei is not as careful as ZTE's in market operations. At the beginning, the thousand yuan machine market started to engage in "extravagance and waste". It invested a lot of outdoor advertising and TV advertising abroad, and sponsored the football team. This is extremely inconsistent with the situation of the domestic mobile phone profit Red Sea.
On the one hand, Huawei dared to do so because it had some core patent advantages. The main reason was that it used this to promote its brand image to overseas markets and promoted its own communication equipment to attack the European and American markets.
In the domestic market, Huawei has attracted a large number of domestic products with its strong appeal of the world's top 500 and private two legendary names. As the home market for the domestic market, Huawei's previous publicity and promotion obviously need to protect the capital much. Mainly based on the introduction of the girl in the business hall and Yu Dazui's online big spray. Due to the obvious backwardness of the core configuration of its own mid-to-high-end models recently, it can only rely on ultra-thin and three-proof gimmicks for generous advertising. Now P6 advertisements are also spreading in the hood.
Huawei ’s thousand yuan machine is in business halls across the country. There are 365 days of big advertisements in a year. Users who want to buy mobile phones will inevitably listen to a paragraph of Huawei ’s top 500. This is the power of traditional channels.
On the Internet, in terms of online marketing, it is not difficult for the world's top 500 companies such as Huawei to maintain daily news, and various positive reviews are also very gratifying.
In terms of social marketing, Huawei is among the best traditional mobile phone manufacturers in China. With Yu Dazu's scolded Weibo, he has accumulated many fans. A series of activities of Xingguo Industry Fans in Tomorrow's partners in the Pollen Forum, EMUI's brush exchange, etc., have accumulated a lot of popularity for the forum, making the forum traffic considerable. In terms of the number of fans and forum traffic alone, Huawei's social marketing has really worked hard. The Honor series relies on the way of e-commerce, basically it can be said to copy the model of Xiaomi.
To sum up, Huawei's mobile phone has made two-way efforts in traditional channels and emerging social marketing, and publicity is in place. But because the product is too aggressive, the results are not ideal. Yu Dazui also has to rely on himself, shouting boldly, creating a silly and dainty technical male image, to win sympathy and encouragement.
Next, Huawei will continue to push its own chips, as well as add other additional functions to improve its competitiveness. After all, for the entire mobile phone industry, Huawei is more interested in the ecosystem of core chips. At this stage, the most important thing Huawei is also doing is to form a rich team department, and then pull out all to practice in preparation for the outbreak in the following year. Ha ha.
The marketing of Huawei's mobile phones integrates various forms such as traditional channels, network channels, domestic and foreign promotion, and TV advertisements. In him, we can clearly see the importance of product design, product positioning, and technology patents.
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