At the 2012 performance preview media meeting on January 21, Huawei CFO Meng Wanzhou released a series of financial data, among which I noticed several data of consumer BG: Huawei ’s consumer BG revenue in 2012 was 484.22 100 million yuan, an increase of 8.5% over 2011 and 0.5 percentage points higher than Huawei ’s overall growth rate.
It is understood that the main product of Huawei's consumer BG is mobile phones, and it was switched to smartphones on a large scale last year. In 2012, global smartphone sales increased by at least 30% (2012 global smartphone sales increased by at least 50%, and price reduction factors were considered). With this as a reference frame, Huawei's mobile phone performance is not satisfactory.
Meng Wanzhou also revealed that in 2012, consumer BG failed to achieve the business growth target promised to the company at the beginning of the year, so BG management, including Yu Chengdong, could not get the year-end award. According to Yu Chengdong's disclosure on Weibo, consumer BG's business profit in 2012 was still satisfactory, an increase of 80% year-on-year.
In 2012, Huawei ’s mobile phone business made the following mistakes
The first is that the organizational structure is not really straightened out, and the thinking of employees has not really changed from the operator's thinking to the consumer's thinking. When my colleague interviewed Huawei's mobile phone department in 2012, he obviously felt that Yu Chengdong and some of his subordinates did not bite the string, which made him quite annoyed.
The second mistake is a problem with the product strategy. Yu Chengdong and other Huawei executives mistakenly believed that the so-called boutique = high price = high profit margin, so he did not hesitate to develop the Ascend P1 with a thickness of only 7.69 mm and the Ascend D1 known as the "most powerful machine in the universe". Another problem with the chain missed the best time to market, and as a result, the sales of these two high-end mobile phones based on high expectations were not ideal. On the contrary, some models of the mid-range Honor series and low-end C8812 and other thousand yuan smart machines are selling well.
The third mistake is marketing. Neither the advertisement of the old man in white who collided with the white horse fiercely, nor the advertisement of "Huawei is more than the world's top 500" failed to capture consumers' psychology and evoke their desire to buy. The organization of the Pollen (Huawei Mobile Fans) Club has improved, but there is still a gap between good and excellent. In terms of channels, the cooperation with 360 in the middle of the year did not end, and the cooperation with e-commerce was not so active. The construction of offline mobile phone brand stores also progressed slowly, which made Huawei mobile phones still not established enough in consumers ’hearts. deep impression.
Despite these mistakes, there are still some bright spots. In 2012, Yu Chengdong cut off almost all feature phones and accelerated the construction of R & D platforms. Hisili, which makes mobile phone chips, also launched heavyweight products, and cooperation with Jingdong Mall also found a sense of channel. In 2012, Huawei is expected to be able to complete about 50 million smartphones, which is a big step up from 20 million in 2011. More importantly, it laid a solid foundation for future development,
Huawei's mobile phone is expected to take off in 2013
At the CES Consumer Electronics Show at the beginning of the year, Huawei launched the Ascend Mate with the largest screen in history, the Ascend D2 with the strongest configuration, and then launched the first Ascend W1 smartphone with Windows Phone 8.0 version. It is understood that the thin and light version of the Ascend P2 will be available soon. In the future, Huawei smartphones may be unified under the big brand of Ascend and launch four series of products, P, D, Y, and G, for different user segments.
However, as Huawei CEO Ren Zhengfei said, in the long run, Huawei terminals may not be good in the sky. Regarding Huawei's mobile phone business, Ren Zhengfei has a very clear understanding: Compared with the telecommunications system equipment business, Huawei's mobile phone business still lacks sufficient core competitiveness.
Inside Huawei is also Crouching Tiger, Hidden Dragon. Some experts put forward the theory of "six key points": smartphone competition has turned to vertically integrated competition, only in chips, motherboards, screens, operating systems, UI, channels, ecosystems It is possible for a mobile phone manufacturer with super capabilities at 7 key points to win the competition. If you think about it, Apple and Samsung are exactly the same.
However, if we take this theory to analyze the competitiveness of Huawei's mobile phones, we will find that Huawei has a lot of shortcomings: Huawei lacks sufficient control over mobile phone screens, and the operating system is not the strength of Huawei. The construction of the ecosystem is still No entry. At most, Huawei can only achieve a comparative advantage in the four key points of chip, motherboard, UI, and channel, but it is obviously not enough for Huawei to defeat Apple or Samsung and become the king of global mobile phones.
Wish Huawei's mobile phone went well in 2013!
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