Mention " Huawei " word, people's first impression is communication equipment supplier. This was established in Shenzhen in 1987, the company , to some extent, has become a symbol of Chinese high-tech enterprises .
In the traditional carrier market , Huawei impression can be roughly summed up as "low key" , "reliable" , which in the B2B market is a very good quality. It is this quality, so Huawei his own communications equipment sold to hundreds of countries and regions in the world , covering global 1/ 3 of the population.
However, when a brand needs directly to consumers , the " low-key " has become an obstacle. Huawei began to force the mobile terminal business , how to turn from a public acceptance B2B B2C brand brand, to become Huawei Terminal team faced the biggest challenge .
After several years of exploration, Huawei cell phone in brand building has had its own direction , also have their own dedicated fan base - "hay ." Through a time of product release , Huawei gradually make their mobile phones to high-end market concentration , rather Qupin low-end mobile phone shipments .
Indeed, such a transformation for Huawei , the challenge is multiple . The first is from the traditional B2C to B2B brand transformation , mindset and attitude must change . Followed by a low-end domestic brands impression to high-end transformation. Meanwhile, with the development of the Internet age , Huawei also adapt to social media and new channels such as electricity providers rise .
Face of so many challenges , Huawei Terminal branding not overnight. According to the reporter , Huawei internal for brand building has its own long-term planning , short sales are not what they valued.
For example, before the market stir P6, Huawei is more concerned about is that this product has completed its life cycle, how to give Huawei Terminal brands plus many points .
Huawei Terminal CMO Yang Zhe China, said: " I would prefer to put every Huawei products listed , as the peak of a brand Huawei climbing stairs . Now say that a certain number of steps from the specific role , it is difficult to say , but standing turn around and go to the summit , will be able to know who trample on the meaning of each one step . "
Trial and error
Today, Huawei's terminal in the foot has stepped on a lot of " steps ."
In fact, Huawei has long involved in the terminal market, but initially Huawei for operators rely on custom machine started early Huawei familiar routine is : according to the operator 's needs , to meet the quality requirements of the premise to try to control costs, create as much as possible cheap mobile phones.
Some phones even have marked Huawei's logo, but directly to the operator's brand. Essentially, this is still not really B2C, because the purchaser is a carrier , Huawei is still responsible for the operator 's needs . " Do everything we can to meet customer demand ," which is Huawei 's strengths , but also many years of service on Huawei carriers experience .
However, when on the phone marked with Huawei began its own brand , and hope this phone can be recognized by consumers sell at high prices , the problem arises . Huawei is not facing a clear custom operators needs, but thousands of different consumers.
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