Huawei's operators customize the route. This is because Huawei mobile phones are not directly oriented to consumers in China, but provide customized services for operators who have communication equipment cooperation with them, and take the customized route of operators.
Consistent with the commercial positioning of Huawei terminals, the market positioning of China District has always focused on the resale market of operators and actively cooperated with the pace and rhythm of the three major domestic operators. In the three major operator markets, Huawei's terminal performance is far ahead. It is reported that during the 3G Internet Mobile Phone Fair of China Telecom Tianyi, China Post purchased three Huawei C-network mobile phones in one fell swoop, totaling 2.3 million, with a value of 700 million yuan. In the field of TD, the shipments of Huawei T552 and T550 series mobile phones have reached 6.5438+0.5 million. Similarly, in WCDMA field, Huawei became one of the five vendors that won the bid for China Unicom's thousand yuan 3G smart phone. Its U8 1 10 went on the market less than a month, and it won an order of 300,000 yuan.
Exploration of Huawei's new channel model Because Huawei has always followed the channel system customized by operators, it is difficult to find traces of Huawei's mobile phones in major mobile phone stores. Therefore, for Huawei, selling mobile phones through social channels has always been a weakness. Now, the adjustment of operators' strategy directly hits this soft spot: they no longer firmly control the mobile phone market. In order to seek a better channel for distributing numbers, operators actively open mobile phone subsidies to major mobile phone stores, provincial packages, local packages and regional small chains.
The most representative is telecommunications: the CDMA market, which was completely closed before, is open to channels, and most dealers are encouraged to participate in CDMA channels with subsidies and profits. Huawei's mobile phone, which keeps up with the operators, has encountered unprecedented challenges.
Some insiders even pointed out:? Huawei, which has been paying attention to the operator market, has almost no partners in the channel. With the change of the whole market, Huawei needs to re-find cooperative distributors and re-plan cooperation channels. It is impossible to complete these operations in a short time. It seems that it can be understood that Huawei, which closed the mobile phone market in the early stage, is like a duck to water because Huawei has successfully continued the B2B2C equipment marketing model in the mobile phone market, seized the operators and naturally sold out the mobile phones.
However, after the transformation of the entire telecom market, operators have released the control of mobile phones. Now Huawei is facing the vast social sales channels, which determine the sales of Huawei mobile phones, not operators. For Huawei mobile phones that take the customized route, it is necessary to rethink the price system, channel profit distribution and brand promotion. At present, Huawei's mobile phone sales have encountered bottlenecks. In many cities, the first-line stores can't deliver goods or the goods arrive in the previous market, which has seriously affected sales. Another important reason why Huawei's mobile phones don't sell well in social channels lies in its price system. Take the C-network mobile phone as an example: the profit of Huawei's C-network products is 16%, while the profit of domestic mobile phone manufacturers of similar products is generally between 20% and 30%. In contrast, the profit of Huawei mobile phones is not enough to attract social channel sales.
There are many factors that determine the sales volume of social channels, such as channel profit, brand, sales ability and publicity. However, for them, whether they can make money by selling this brand of mobile phones is the first priority. Although compared with operators, this measure? Vulgar? A lot, but this is the only rule they believe in, and Huawei mobile phones are no exception. Once entering the social marketing channel, the manpower, material resources and financial resources spent on it are obviously much more trivial than the customized route of the previous operators.
In the end, Huawei took a step to explore new channel models. In recent years, Huawei mobile phones have spent a lot of effort on the construction of domestic channels. Yang Xiaozhong made it clear? We are actively building a channel system with national package, provincial package and municipal agency as the core. ? . With the continuous expansion of customer groups, enterprises need to be able to provide targeted and comprehensive product solutions for different customers, so they decisively changed the direct sales channel strategy that has always been Huawei's sales lifeline and sought to formulate new sales channels. After continuous improvement and reform, today's distributor supply channel model is finally formed.
This comprehensive distribution channel platform developed by Huawei is a relatively complete system based on sales and service partners, training partners and direct users. This distribution system includes first-class senior distributors, as well as subordinate regional agents, senior certification agents, industry integrators, first-class agents and regional distributors, aiming at providing customers with end-to-end product integration solutions.
The flattening of Huawei's sales channels has further strengthened the segmentation of channel functions and industry coverage. Agents have no absolute affiliation and enjoy the same preferential policies. They all rely on performance accumulation and turnover to obtain benefits equivalent to Huawei's product brand, performance and service level.
In order to keep the distributors' sales channels unblocked, Huawei also gives more incentives and support to channel partners in marketing and technical training.
Like February 2, 2002? Huawei Network 200 1 Channel Commendation Conference? In fact, a large number of Huawei partners have been commended by Huawei and won awards ranging from 50,000 yuan to 250,000 yuan. While commending agents, Huawei also announced the formal introduction of specialized sales staff for agents? Sunshine Mileage Club? Commendation plan and incentive plan are an incentive mechanism implemented by Huawei in channel promotion. All sales staff of Huawei certified agents can join the club and become members of the club. The sales performance of these salespeople will be statistically summarized through the orders they reported to Huawei, thus winning points. According to the number of points, members can be promoted from basic members to silver members or even gold members. Huawei will give different degrees of material rewards according to their performance.
? Sunshine Business Plan 2002? Since its implementation, it has been affirmed and supported by Huawei partners, and the channel sales situation has made great progress, which has played a very good role in promoting the market expansion of Huawei channels in the future.
On this basis, Huawei Enterprise Network Division launched the Warrior Program to reward partners who explore blank industries. According to reports, the reward object of this plan is the first project order of the provincial unrealized sales industry of Huawei enterprise network network products. At the same time, Huawei conducted a series of technical training for channel agents for the first time on June 24th, 2003. The purpose of this move is to improve the technical service level of channel agents, improve the competitiveness of Huawei channels, and enhance communication and exchanges between Huawei and channel agents.
After the reform, the sales channels of Huawei's communication products have basically completed the strategic layout, and the sales volume has increased steadily, which has the strength to impact overseas markets.
Huawei's mobile phone marketing strategy Huawei is a successful example of key account marketing and has always maintained a good cooperative relationship with network operators. PHS has always been a direct sales operator. Due to misjudgment, Huawei once missed the great development opportunity of PHS. However, with good cooperation with operators, Huawei entered the market in 2003 and sold more than 3 million units in 2004, which shows that Huawei has the ability to tackle key problems for large customers. As for the marketing strategy of 3G mobile phones, the author learned from many channels that Huawei will also adopt the marketing method of big customers, directly tackle key problems for network operators, bundle mobile phones with network equipment, or directly sell mobile phones to network operators.
From the analysis of foreign experience and domestic reality, network operators may become the main channel for 3G mobile phone sales. Technically, it is necessary to meet the requirements of operators and have a good cooperative relationship with operators, which will become the primary condition for mobile phone manufacturers to succeed in the market. However, does the purchase of a mobile phone product by a network operator mean the success of a certain manufacturer in the market? The answer is no, a manufacturer's products can't enter the mobile phone purchase list of operators, and this manufacturer must have failed in the market, because it may have lost the only channel or important channel for mobile phone sales. However, the fact that an operator buys a manufacturer's mobile phone products does not mean that a manufacturer is truly successful in the market. Because mobile phone terminal products are different from network equipment, the end user of network equipment is the operator itself, and there is no resale. However, mobile phone products are different. The end users of mobile phones are not network operators, but the vast number of mobile phone users. Network operators can choose the products of those manufacturers to enter its sales channels, but they can't control the final consumers to buy the products of that manufacturer.
In the sales of 2G and 2.5G mobile phone products, mobile phone manufacturers mainly rely on dealers and retailers at all levels to complete the final sales of products. For mobile phone manufacturers, the sale of mobile phones to dealers or retailers is not really completed, and the products are finally sold to consumers. Before mobile phone products are sold to consumers, mobile phone manufacturers have to insure the inventory of dealers and retailers all the time, which has huge inventory risks. Due to the fierce competition in the mobile phone market, mobile phone manufacturers have created a unique full-program, nanny-style service to ensure the smooth flow of every link in the sales channel. As an important place for consumers to know about products and realize purchases, the competition of mobile phone manufacturers for mobile phone retail terminals has reached a feverish level. Manufacturers constantly compete for the positions of store headlights, counters, posters and promoters, for the rewards of retail store clerks and for the rewards of consumers. Terminal promotion means are endless, dazzling, and all manufacturers have only one behavior at the terminal: to curb the meeting rate between other brands and consumers and strengthen the meeting rate and transaction rate between our products and consumers. In this era of integrated marketing communication and terminal is king, there is no advertising promotion of high-altitude media, and there is absolutely no promotion of ground terminals. After the arrival of 3G era, operators may dominate the sales of mobile phones, and mobile phones will be sold in the form of bundling with operators' network services. Worldwide, the operator's business hall will become an important battlefield for mobile phone manufacturers to win the terminal. 3G market is different from CDMA and PHS market. Many people think that CDMA and PHS are not mainstream technologies, and many powerful companies have not participated in the competition in this market, so the competition intensity is not very strong. The 3G market is different, and almost all powerful mobile phone manufacturers and domestic brand manufacturers in the world should show their talents in this market. If Huawei used to sell products in the form of big customer marketing, it would be good to sell them to operators. If it doesn't do channel marketing and terminal promotion, it will be overwhelmed by other manufacturers' terminal behaviors at the terminal, and it is difficult to achieve final sales.
Huawei wants to gain a place in the 3G mobile phone market. On the one hand, it will enhance the awareness of ordinary consumers on Huawei's mobile phone products and strengthen the pull of Huawei products to consumers. We must also change the marketing model of large industrial customers, strengthen the construction of marketing team, strengthen the terminal promotion ability, strengthen the meeting rate and transaction rate of products and consumers at the sales terminal, and realize real sales growth.
According to the news released by the Consumers Association, mobile phones have become the product category with the highest proportion of consumer complaints over the years. Mobile phone products have become the focus of consumer complaints. In addition to the quality problems of mobile phone products, the imperfect after-sales service system of some mobile phone manufacturers is also an important reason. As a manufacturer of industrial products, Huawei's users are mainly network operators, its product audience is relatively narrow, and its after-sales service is relatively concentrated, which makes it easier to meet users' requirements. But after it set foot in the sales of mobile terminals, it faced thousands of consumers, who were distributed in the vast urban and rural areas. In order to ensure that consumers can complete the after-sales problems quickly and smoothly, it is necessary to establish a perfect after-sales service system. If the after-sales service cannot be solved in time, the more products are sold, the greater the adverse effects will be. Huawei is still a new brand in mobile terminals. As a new brand, the first impression it gives consumers will affect the long-term development of the brand in the market.
The decline of domestic mobile phones in 2004, in addition to the lack of technology and quality capabilities, the lack of brands is also a serious injury to the development of domestic brands. Most domestic brands have no clear brand appeal to the company brand, and the company brand is vague, so it is difficult to have a good brand accumulation. With the progress of mobile phone technology and the constant deduction of fashion, various cultural values and connotations have evolved. All kinds of mobile phones show different personalities and symbols in the hands of different people, and people hope to express their unique personality needs through mobile phones. As a network equipment provider, Huawei is not familiar to ordinary consumers except some high-quality business people and white-collar workers. Among some people who are familiar with Huawei, Huawei gives the impression that it is a serious professional communication engineer. Facing the increasingly detailed mass market, Huawei should not only convey the brand image of a technology leader to consumers, but also convey the brand appeal of fashion trends to consumers. Inspired by an overall brand, Huawei has focused on various market segments. Motorola's success lies in its successful brand transformation in the face of every market change. The first successful transformation of Motorola brand was in 1999. Prior to this, as a market leader, Motorola brand has always given consumers a traditional impression of attaching importance to technological breakthroughs? Engineering oriented? Brand image, people who use Motorola mobile phones must be career-oriented and work-oriented consumers. With the continuous expansion of the market, great changes have taken place in market demand, consumer demand is diversified, and consumers' requirements for brands are getting higher and higher. In view of this, Motorola has given the brand a brand-new marketing concept, determined a brand-new target brand strategy, and launched the following four brands: accompaniment, TIMEPORT, V.(V dot) and TALKABOUT, which respectively correspond to different target markets such as technology pursuit, time management, image pursuit and personal communication. With this brand segmentation, Motorola has been favored by more consumers. In 2002, in the face of further changes in the market, Motorola was worried that the brand would age again and change its face again. Motorola faces consumers with Moto's new brand image, which once again makes Motorola more fashionable and closer to consumers. Nokia has been following? People-oriented technology? Brand appeal, fully respect the needs of various consumer groups, and establish a good brand foundation. However, some mobile phone brands that have not changed their labels in time have been diluted by consumers in the continuous evolution of the mobile phone market, such as Alcatel and Siemens.
Mobile phone network equipment is basically an investment, and the market space is foreseeable. The mobile phone terminal market is different from mobile phone network equipment. Because mobile phones are fashionable technology products, the high-tech elements and fashion elements of mobile phones determine that the elimination rate of mobile phones is high and they are updated quickly. Every technological update, every change of fashion trend, may give birth to a wave of machine upgrading and create a round of market opportunities. Huawei's entry into the 3G mobile terminal market not only effectively integrates its strong technical advantages, but also opens up new development space. Good technology accumulation does not mean market success. Siemens and Alcatel, which used to have technological advantages, are declining, while Samsung, which has no advantage in the underlying core technology, is coming from behind. Eastcom and Shouxin, the first mobile phone manufacturers in China to obtain mobile phone licenses, have a communication background, have cooperated with foreign mobile phone companies for many years, and have accumulated certain technology, which is not very successful in the market. However, TCL, Amoi and other home appliance enterprises that do not have innate technological advantages have achieved certain success in the mobile phone market with the advantages of marketing management and brand management. Huawei has accumulated some 3G technologies. We hope Huawei can complete the transformation from network equipment provider to mass brand marketing, and solve the design concept, marketing management, after-sales service system, brand building and other problems of electronic consumer goods with technical advantages. We believe that Huawei will definitely create more glory in the international and domestic 3G mobile phone terminal market.
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