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The author:(作者)归海一刀published in(发表于) 2014/5/9 7:37:03 Yu Chengdong： Huawei will eventually surpass Samsung，
Yu Chengdong: Huawei will eventually surpass Samsung Ascend P7,P7, P7 Huawei, Huawei, Yu Chengdong-IT news Yu Chengdong: Huawei will eventually surpass Samsung
7th local time, Huawei was released in Paris the big flagship model AscendP7 the year, the P6 is the most lucrative in the history of Huawei cell phone upgrades. After the press conference, Huawei consumer BG (business groups) CEO Yu Chengdong accepted an exclusive interview with Xinhua, he said that Huawei Smartphone industry leading Samsung attacks.
On the P6 transcripts
Do target didn't make it
In 2013, the London publishing topics for the year, the P6 Yu Chengdong has released Ho "P6 will reach 10 million units sold world-wide." It was an uproar in the industry's position at the time, because in addition to Apple and Samsung, and other rare brands cell phone sales of millions of precedent. Almost a year later, P7 in this press release, Yu Chengdong released transcripts of the P6--global sales of 4 million units, but the figure for domestic mobile phone product is already a very stunning performance.
"P6 's sales target and we failed to do so. "Always talking to Frank Yu Chengdong said, the gap was the reason he had been filled with regret. P6 bulk listing is the second half of last year, while the Chinese market 4G licences were issued at the end of last year. "Worried that after 4G licensing is not supported 4G P6 will be unsalable, and P6 were in production. But later I found that this product is still very hot, earlier this year, global markets have led to a serious shortage. A conservative estimate, sold at least 2 million less the P6 in the Chinese market. ”
In addition, as originally planned, P7 should be on sale in March, P6, P7 chip compatibility issue, time to market was delayed for nearly two months, has made the market a blank period. Yu Chengdong believes that this time if used together, will also have a significant sales.
About P7 sales
Still qianwanbu
"My sales are expected to be qianwanbu of the P7. "The P6 has failed to achieve its objectives without impacting the Yu Chengdong's confidence. This year Huawei's consumer business sales goals for the year , Yu Chengdong says: "from the perspective of the first few months of this year, shipments of more than 10 million a month, according to this trend, we can do it 120 million to 150 million, but limitations on our capacity, full year target of 80 million that the completion of the Ministry . ”
P7 is a collection of current industry-top configuration, the 4G flagship phones, configure the 1080P 5-inch full HD screen, slim, and has a 6.5mm body, post-13 million, Sony's latest flagship back-according to IMX214, and is equipped with SLR-class stand-alone graphics processor. In addition, P7 also incorporates metal body plus glass rear door special materials, processing technology in design and very exquisite.
P7 in May, one of the first in mainland China and Hong Kong, United Kingdom, and Germany, and Italy, and France, and Spain go on sale in more than 30 countries and regions, in overseas markets, the P7 is priced at Euro 449 about 3890 dollars, while in the Chinese market, this phone is 2888 USD.
Talking about internal speech disturbances
General reminder is necessary
A while ago, Huawei's founder ren zhengfei, Huawei, speaks on the consumer business management team has been exposed, during this speech, ren on the current domestic price war between mobile phones businesses have expressed concern that "a mobile phone what is only making 30 bucks, high-tech! "Ren requirements, Huawei's consumer business, especially mobile phone products, sales don't stress, but said profits. "Sales in order to achieve profit needs, not the goal. ”
Ren's comments also sparked uproar in the industry. In the view of many, this is ren zhengfei, Huawei's consumer business executive team "beat", and leader Yu Chengdong will face tremendous internal pressures. Yu Chengdong opened behind this internal address to reporters inside.
Yu Chengdong, ren made the remarks the purpose of consumer business is a fear that Huawei employee under the influence of information from the outside world, in danger of becoming Chinese manufacturers like cheap fight. "Always clearly I am not such a person, but he worried that others will suffer from the impact of adverse information. "Ren's reminder, Yu Chengdong believes that it is necessary. "Cheap Chinese enterprises fight the last tends to decrease at the expense of quality. At the same time, there is not enough profit, won't be able to guarantee continuous input, there will be no future. ”
On ren refers to emphasize profits requirements, said Yu Chengdong, Huawei shift mobile phone for different products, in different strategy to gradually increase the price, the pursuit of reasonable profits.
Talk about brand value
Samsung high low
Intense price fight between domestic mobile phone manufacturers, actually reflects a reality – weak domestic manufacturers prevalent brand premium capacity. Enhance brand value, be placed before all domestic cell phone companies to crack.
"In 2011, when I first came here for Huawei's consumer business, our mobile phones businesses primarily to other operators, OEM, brand awareness is basically zero. "Yu Chengdong said. After taking office, he pushed to cut Huawei mobile phone OEM business, to build their brand image. In his view, enhance the brand alone, premium advertising doesn't work, the key is to rely on the quality, service, user experience and Word of mouth. "The investment reached US $ 1 billion annually on mobile design, investment in research and development of other domestic manufacturers which can reach the half of us? ”
According to the survey, 2012, Huawei's global brand awareness increased from near zero to 25% in 2013 to reach 52%, "this year we have global visibility to around 70%, next to 90%. ”
According to IDC figures, currently in the global smart phone market, Huawei's share after Samsung and Apple, in third place. "The second-ranked manufacturer (Apple) because of the special ecological chain, I would not say, but number one (Samsung) I believe we can rise above it. Because it does nothing it does not have a competitive advantage. ”
Yu Chengdong also admitted that this is not a short-term achievable goals. "If market competition is not the end of the marathon, Huawei starting later than the others, begins to run slower than others, always wrestling, but as long as the direction is correct, Huawei will run faster and faster, until it ahead of the competition. ”
Talk about marketing on the Internet
Cannot long rely on hype
Millet began wind mobile Internet marketing, you can almost changed the traditional gameplay of domestic handset manufacturers, so domestic manufacturers started trying to bianzhefaer to use the Internet to advertise and sell their own mobile phones. During Yu Chengdong and Huawei is the first to test the waters. Late last year, Huawei's consumer business "glory" independent specialist commercial channels of brand, the brand's flagship product honored by 3C also use millet red phone low price enough eyeballs. "Huawei snipe millet" has become a hot topic when the phone rings, through this event, honor and glory 3C quickly harvesting a high degree of attention.
Yu Chengdong acknowledges that this is the use of the Internet hype. "In honor of the new brand was first established, ' cheap money ' means taking advantage of the strength of this already have a visibility of millet, for the glory brand is necessary, this technique was also approved by me. "But he immediately added:" This means competition with ultra low profit will not be Huawei, long-term competition. ”
"Just know that member firms have long to live. "Yu Chengdong said," our product better than other manufacturers of similar products, then they should sell more expensive than others. ”
On the future development
4G look at Huawei
"1G, Motorola, 2G, Nokia, 3G, Samsung, Apple, 4G depends on the company. "This is Yu Chengdong has begun coming 4G era" bold ", and let him" madness speaks "vindicated is a Huawei has its own unique advantages. "In advance of mobile phone manufacturers, Huawei is a network equipment manufacturer, for familiarity with the 4G network, is a simple mobile phone manufacturer that does not exist. ”
Yu Chengdong introduced worldwide commercial LTE (4G) network of 244, Huawei, 110 of which are involved in the deployment, Huawei, LTE has entered more than 100 capital cities worldwide, and nine major financial centres, while in Europe in 4G, networks, Huawei has over 50% shares. In his view, this advantage makes Huawei is more pure than other handset vendors understand the 4G coverage of the network, Huawei's mobile phone and 4G network are able to form a better fit. From the chip to the device, from the network to the Terminal, Huawei to achieve end-to-end seamless connection, especially early in the LTE unstable situations, you can quickly identify problems and fix and avoid issues such as network, calls can't get through.
In fact, Huawei is not for 4G network most familiar domestic 4G fastest mobile phone products on the manufacturer, as early as the end of last year, with domestic manufacturers to meet the operator's needs, pioneered the thousand Yuan of 4G products, jumped the market. In response, Yu Chengdong, "we know best 4G network construction progress, knowing when to launch the kind of 4G products is best for. Huawei has all gears of 4G products, at the most appropriate time in the market ".
余承东：华为终能超越三星 - Ascend P7,P7,华为P7,华为,余承东 - IT资讯余承东：华为终能超越三星
当地时间7日，华为在巴黎发布了年度最重磅旗舰机型AscendP7，这是华为史上最赚钱的手机产品P6的升级版。发布会后，华为消费者BG（业务集团）CEO余承东接受了记者专访，他表示，华为有能力向智能手机行业龙头三星发起冲击。
谈P6成绩单
千万目标没做到
2013年，在伦敦发布当年的话题产品P6时，余承东曾经放出豪言“P6的全球总销量将达到1000万部”。这在当时是一个让业界哗然的表态，因为除了苹果和三星，其他品牌的手机还罕有单款销量过千万的先例。时间过去了将近一年，在此次的P7发布会上，余承东终于公布了P6的成绩单——全球销量400万部，但这一数字对于国产手机产品来说已经是一个很惊艳的表现。
“P6的销售目标我们没有做到。”一向说话坦率的余承东说，造成这种差距的原因让他一直充满遗憾。P6真正批量上市是去年下半年，而去年底中国市场发放了4G牌照。“当时担心4G牌照发放后，不支持4G的P6会卖不掉，于是就对P6进行了减产。但后来发现这款产品依然很热销，今年初全球市场都出现了严重的缺货情况。保守估计，在中国市场P6就少卖了至少200万部。”
另外，按照原定计划，P7应该在今年3月份上市，接档P6，但是由于P7所用芯片的兼容性问题，上市时间被耽误了近两个月，使得市场出现了一段空白期。余承东认为，这段时间如果被利用起来，也会带来相当可观的销量。
谈P7销量
目标依然千万部
“我对P7的销售预期还是千万部。”P6未能实现目标并没有影响到余承东的信心。而对于今年全年华为消费者业务的销售目标，余承东表示：“从今年前几个月的情况看，每个月的出货量都超过1000万部，照这个趋势我们能做到1.2亿甚至1.5亿部，但是产能对我们有所限制，全年目标8000万部肯定能够完成。”
P7是一款集合了当前业界顶级配置的4G旗舰手机，配置5英寸1080P全高清屏幕，拥有6.5mm的超薄机身，后置1300万索尼最新旗舰级背照式IMX214镜头，并搭载单反相机级的独立图像处理器。另外，P7还采用了金属机身加玻璃后盖的特殊材质，在外观设计和加工工艺上也非常讲究。
P7将于5月首批在中国大陆及香港地区、英国、德国、意大利、法国、西班牙等30多个国家和地区上市销售，在海外市场，P7的定价为449欧元，约合人民币3890元，而在中国市场，这款手机的定价则为2888元。
谈内部讲话风波
任总提醒很必要
前一阵，华为创始人任正非在华为消费者业务管理团队中的内部讲话被曝光，在这段讲话中，任正非对当前国内手机企业之间的价格战表示出了担忧，“一部手机只挣30块钱算什么高科技！”任正非要求华为消费者业务尤其是电商手机产品上，不要强调销售额，而要说利润。“销售额是为了实现利润需要的，不是奋斗的目标。”
任正非的此番表态，也在业界引发了轩然大波。在很多人看来，这是任正非对华为消费者业务高管团队的一番“敲打”，而领头的余承东势必将面临巨大的内部压力。余承东向记者揭开了这次内部讲话背后的内情。
余承东表示，任正非发表这番讲话的目的，就是担心华为消费者业务的员工受到来自外界信息的影响，陷入到中国厂商喜欢的低价搏杀当中。“任总清楚我不是这样的人，但他担心其他人会受到外界不良信息的影响。”对于任正非的提醒，余承东认为是非常有必要的。“中国企业间的低价搏杀最后往往都会以降低质量作为代价。同时，没有足够的利润，就没法保证持续的投入，也就没有未来。”
针对任正非提到的强调利润的要求，余承东表示，华为不同挡位的手机产品，会按照不同的策略逐步提高价格，追求合理的利润。
谈品牌价值
要与三星较高低
国产手机厂商之间激烈的价格搏杀，实际上折射出一个现实——国内厂商普遍品牌溢价能力弱。提升品牌价值，成为摆在所有国内手机企业面前的一道难题。
“2011年我刚来负责华为消费者业务的时候，我们的手机业务主要在给别人做贴牌，品牌知名度基本是零。”余承东说。上任后，他力主砍掉华为手机的贴牌业务，全力打造自身品牌形象。他认为，提高品牌溢价能力只靠打广告是不行的，关键是靠质量、服务、用户体验和口碑。“我们每年用于手机研发的投资达到10亿美元，国内其他厂商有哪家的研发投入能够到我们的一半？”
据调查，2012年华为品牌的全球知名度从接近零提高至25%，2013年达到52%，“今年我们全球知名度要到70%左右，明年要到90%。”
据IDC统计，目前在全球智能手机市场，华为的份额仅次于三星和苹果，居第三位。“排名的第二的厂商(苹果)因为有特殊的生态链，我不好讲，但排名第一的(三星)我相信我们可以超越它。因为它并没有什么华为不具备的竞争优势。”
余承东也承认，这并不是一个短期可以实现的目标。“如果市场竞争是没有终点的马拉松，华为起跑比别人晚，开始跑得也比别人慢，还总摔跤，但只要方向正确，华为会越跑越快，直至超越对手。”
谈互联网营销
不能长期靠炒作
由小米而始的手机互联网营销风，几乎可以说改变了国内手机厂商们的传统玩法，于是国产厂商们开始绞尽脑汁变着法儿地利用互联网宣传和销售自己的手机。这当中，余承东和华为就是最早的试水者。去年年底，华为消费者业务将“荣耀”独立出去成为专门走电商渠道的品牌，而这一品牌的主打产品荣耀3C还利用比小米的红米手机低一元的售价赚足了眼球。“华为阻击小米”也成为了当时手机圈里的热门话题，借着这一事件，荣耀和荣耀3C也迅速收获了很高的关注度。
余承东承认，这就是利用互联网炒作。“在荣耀这个新品牌成立之初，用‘便宜一块钱’这样的手段借力已经有了知名度的小米，对于荣耀品牌来说是有必要的，这一手法也是得到我批准的。”但是他马上又补充道：“这种利用超低利润进行竞争的手段不会是华为长期的竞争方式。”
“一味只知道杀价的厂商都活不长。”余承东说，“我们的产品既然比其他厂商的同类产品好，那就应该卖得比别人更贵。”
谈未来发展
4G时代就看华为
“1G看摩托罗拉，2G看诺基亚，3G看三星、苹果，4G就要看华为。”这是余承东对于已经开始到来的4G时代的“大胆”预测，而让他“口出狂言”的底气，则是华为自身的独特优势。“在手机厂商之前，华为首先是一家网络设备厂商，对于4G网络的熟悉程度，是单纯的手机厂商所不具备的。”
余承东介绍，全球目前商用LTE(4G)网络有244张，华为参与部署了其中的110张,华为LTE已经进入全球100多个首都城市及九大金融中心，而在欧洲的4G网络中，华为有着50%以上的份额。他认为，这一优势使得华为比其他的纯手机厂商更加了解4G网络的覆盖情况，华为的手机与4G网络也能够形成最好的适配。从芯片到设备，从网络到终端，华为能够实现端到端的无缝链接，尤其是在LTE初期不稳定的情况下，可快速发现问题并修补，避免掉网、呼叫不通等问题。
事实上，对4G网络最熟悉的华为却并不是国内在4G手机产品投放上反应最快的厂商，早在去年底，就有国内大厂迎合运营商的需求，率先推出了千元以下的4G产品，抢跑市场。对此，余承东不以为然，“我们最了解4G网络的建设进度，也知道什么时候推出什么样的4G产品最适合。华为会有各个挡位的4G产品，在最适当的时间出现在市场当中”。
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