6 million euros to sign Lionel Messi, Huawei lost was made? -Huawei, Huawei cell phone, Massey-IT information
Huawei seemed to change.
On March 17, Huawei signed Messi news was fried in the science and technology circle, it is estimated that many people's first reaction is, "but didn't think you Huawei heavy guys know to sign international spokesman", while the second reaction is, "well, actually digging Samsung wall, good dirt."
Normally, Chinese technology companies looking for stars is not unusual, what Association fan bingbing, Yang MI, millet OPPO Zhang Jie, Mito Angelababy's subdivisions.
Huawei signed Messi why provoked to so more of concern? one certainly is annual up to 6 million euro of sky-high costs, this is may is currently weizhi China company for Star opened of highest price; second is is Huawei this company has always been to mystery low-key known, Qian soon also make out has several is everyone see not too understand of image advertising, what "Ballet feet" Ah, what "is not non-strategy opportunities points Shang consumption strategy competition power" Ah, the suddenly announced signed international football superstar, this painting wind mutation how many let people some unprepared.
Looking back 56 years ago, Huawei has been in the telecommunications networks is an industry-leading position in the market, but for the general public, Huawei telecommunications equipment to do professional, and do not have the half dime. At that time its staff often face a dilemma: don't know how to explain to friends and family what does your company do.
Huawei is not in the consumer market.
Starting in 2011, Huawei has become high profile. Huawei CEO consumer BG Yu repeatedly shot in the Twitter and win "big mouth". Huawei's advertisements began to appear in airports, railway stations and a variety of Web site's prominence.
In overseas markets, sports marketing has become important means of the Huawei brand. 2011 sole named Italy Supercup races in Beijing since the company has already sponsored nearly 20 football teams big and small, as well as in the United States sponsored football, India sponsored cricket. Li Wang flooded capital group, said in the letter, "Huawei Terminal overseas sports marketing, actually is and its internationalization strategy with international matches."
Proving the value of sponsored. According to the IPSOS brand research firm, Huawei's global brand recognition has risen from 25% in 2012 to 2015 years 76%, especially in Spain and the Italy football rich countries such as Huawei mobile phone market share has soared .
But the signing Lionel Messi, arguably the Huawei brand marketing strategy to upgrade, from the bits of the original in order to improve visibility and sponsorship becomes to establish brand image for the purpose of signing the international spokesperson. "It is a Huawei brand new starting point. "Yu said.
From a marketing perspective, this sign is a good start for both sides.
Why is Macy's?
The harvest year of 2015 is Macy's, he helped Barcelona win 5 Championships and won the FIFA Golden Ball Award for the 5th time, and he is the head of the "MSN" combination (Messi, Suarez and neymar) are recognized as history's most powerful attack combinations, which ensure his dive is unlikely in the coming years.
This is Macy's power and prestige probably the peak of a few years. South American players who played in Europe, Macy's to better help Huawei brand in both areas, which keep in step with Huawei to expand overseas market.
And, as the Huawei official said, Messi calm restrained, born in ordinary but the final counter attack experience with Huawei's attempts to show the brand image of the perfect fit.
Messi signed Huawei, what would be the benefits?
6 million euros in endorsements is, of course, the biggest temptation.
In the smart-phone industry in 2015 after Apple, Samsung, Huawei has become the world's third-largest manufacturer, is also the third-largest potential sponsors .
However, Apple has so far never signed the star brand spokesman. Samsung and continued decline in revenue and market share in recent years, its star sponsorship is hard to upgrade. In that case, during the rise of Huawei may be the best choice.
For Messi, Huawei, the Chinese market will also benefit his behind-- there are a lot of brand business on a global scale, Macy's no small potential business .
Dug from Samsung to Lionel Messi, meaning not only signing so simple
International brands and celebrity relationship in General is very solid, from adidas and Nike as evidenced by their stable star, frequent replacement of voice regardless of the brand or star is not a small loss.
Brand, failed to renew also star in this peak period, will send a negative message to the user. It means that the entire company's revenue might be out of the question, you need brand budget cuts and pessimism the Outlook of the company .
For stars, and no renewal is likely to suggest that he charged too high, to convey their greedy, distracted the public signal.
However, Huawei dug from Samsung to Macy's is good, it does reveal the predicament of insufficient marketing budget and second, because the Macy's signing bonus was underestimated, this 6 million euro signing Lionel Messi, just to enhance the role of Star worth; third, Huawei signed Samsung unable to re-sign star, gained the upper hand in the marketing battle.
Messi was playing bad? Huawei is still broken?
To sign a big star, Huawei will be able to completely get rid of the mysteriously low-key image yet?
It can be hard to tell.
While Huawei's products have a good reputation, but the company gave the impression is still the same: militarization management, hard work, strict information security regulations, the outflow of the agreement make the company seem incompatible with a lively and open culture of science and technology.
Signing day news of Lionel Messi, Huawei employees micro-circle of friends, has circulated in various jokes, employees have Messi in fun ways to pull in a realistic atmosphere of Huawei-we take a look at:
"Messi was playing a bad one"
Name: Lionel Messi Lionel Andres Messi
Job number: 003683XX
Trial period: 2 years
Job level: 23+
Salary: € 6 million
Biography:
In 1987, and Huawei were born together;
In 2000, made the important decision and Huawei, left their native, to select a more difficult but walk the long road;
In 2016, the affinity and Huawei, Huawei's global brand Ambassador.
Director's message: 29 years, from the start the two dedicated her short legs, and on the way my run, fall, stand up, and then run ... Eventually became giant strides in the field with each other today, mature quiet, admirable. Congratulate each other, shaking hands at the best of times.
"Messi is playing bad II"
At two o'clock in the morning, a phone call to wake sleeping Messi: Welcome to join the Conference ... ...
May Tong shoes barely open, fluent Chinese: what would?--has profound experience HWer striver, you must understand
"Messi was playing a bad three"
Messi, this field game you intends to how playing, how anti-library in, now immediately immediately must organization a conference call, home are pulled Shang, do a competition analysis, remember a legacy problem, responsibility people are wrote you, to promoted, will Shang took about opportunities points and scored number, given you just do image Ambassador, above said this several game you gatekeepers's, but scored also is you of PBC......
"Messi was playing a bad four"
"Messi, welcome to Huawei, first talk this year, PBC, you said it yourself. ”
“嗯... Last year in the Barca have scored 52, limited scope for growth, to keep falling this year was not bad. ”
"That can't be, the company's overall requirements, 30% growth, you have to challenge yourself, 77, the challenges 85. ”
"Process management are also important, 85 balls Hill project has 30, at least do the half RAID, even 5, open the goalie, Barb goal!"
……
Harsh management Huawei the key to the success of the past more than 20 years. In an increasingly open world, how to stimulate our employees ' potential, so that they can have more opportunities, like Messi, implementing reverse hit, and became Huawei-the important issue of sustainable development.
Huawei has been aware of the problem. Earlier this year, ren zhengfei internal forwarding an article management article, direct criticism of listening to employees too little. These jokes about Macy's widely disseminated among employees, is also a reflection within a collective reflection.
If these self-deprecating Messi will further promote the internal atmosphere of Huawei to open, this contract will not only be the Huawei brand new starting point, and will be the new starting point for the company culture.
I hope so.
600万欧元签下梅西，华为赔了还是赚了？ - 华为,华为
手机,梅西 - IT资讯
华为似乎变了。
3月17日，华为正式签约梅西的消息在科技圈炸开了锅，估计不少人的第一反应都是，“没想到啊没想到，你华为这浓眉大眼的家伙也知道签国际代言人了”;而第二反应就是，“咦，居然还挖三星的墙脚，好污”。
按理说，中国科技公司找明星合作也算不稀奇了，什么联想范冰冰、OPPO杨幂、小米张杰、美图Angelababy简直多得数不过来。
华为签约梅西何以惹来如此多的关注?其一肯定是每年高达600万欧元的天价费用，这很可能是目前为止中国公司为明星开出的最高价格;其二则是华为这家公司一向以神秘低调著称，前不久还搞出了几则大家看不太懂的形象广告，什么“芭蕾脚”啊，什么“不在非战略机会点上消耗战略竞争力量”啊，此次突然宣布签约国际足坛巨星，这种画风突变多少让人有些措手不及。
回想五六年前，华为虽然已在电信网络市场处于行业领先地位，但对于普通大众来说，华为的电信设备做得再专业，和自己也没半毛钱关系。那时华为员工常常遇到一个困境：不知该如何向亲朋好友解释自己所在的公司到底是做什么的。
这样的华为是无法在消费者市场立足的。
2011年起，华为逐渐变得高调起来。华为消费者BG的CEO余承东多次在微博上放炮，最终赢得“大嘴”称号。华为的广告也开始出现在机场、车站以及各类网站的突出位置。
在海外市场，体育营销成为华为品牌建设的重要手段。自2011年独家冠名意大利超级杯北京站赛以来，华为已经赞助了近20个大大小小的足球赛事与球队，此外还在美国赞助橄榄球，在印度赞助板球。按照信中利资本集团汪潮涌的话说，“华为终端在海外做的体育营销，其实是和它的国际化战略与国际化地位相匹配的”。
事实证明了这些赞助的价值。品牌调研机构IPSOS的数据显示，华为全球品牌知名度从2012年的25%上升到了2015年的76%，尤其在西班牙、意大利等足球氛围浓郁的国家，华为手机的市场份额都有大幅上涨。
而此次签约梅西，可以说是华为品牌营销的一次战略升级，从原来为了提升知名度而做的零零碎碎赞助，变成了以树立品牌形象为目的，签约国际品牌代言人。“这是华为品牌建设的全新起点。”余承东说。
从营销角度看，这次签约对双方来说都是个不错的开始。
为什么是梅西？
2015年是梅西的丰收之年，他帮助巴塞罗那队夺得5项冠军，并第5次获得国际足联金球奖，而且以他为首的“MSN”组合(梅西、苏亚雷斯、内马尔)被公认为史上最强大的锋线组合，这也确保了他在未来几年成绩大跳水的可能性很低。
这可能是梅西能力和声望最鼎盛的几年。身为在欧洲效力的南美球员，梅西能够更好地帮助华为在这两个地区树立品牌，这也与华为扩张海外市场的步调一致。
而且正如华为官方所言，梅西沉稳内敛、出身平凡却最终逆袭的经历与华为试图展现的品牌形象完美吻合。
梅西签约华为会有哪些好处？
600万欧元的代言费当然是最大的诱惑。
在智能手机产业中，2015年华为已成为继苹果、三星之后全球第三大厂商，同样也是第三大潜在的赞助商。
不过呢，苹果到目前为止从来没有签约过明星作为品牌代言人。三星这几年营收与市场份额又持续下滑，其明星赞助费很难有较大提升。这种情况下，仍处在上升期的华为不失为最佳选择。
对于梅西来说，华为背后的中国市场也将使他受益——那里有很多想在全球范围内树立品牌的企业，梅西的潜在生意可不小。
从三星那里挖来梅西，意义可不仅是签约那么简单
国际品牌与明星代言人的关系一般来说都是非常稳固的，这从阿迪达斯与耐克各自稳定的明星阵容可见一斑，频繁更换代言人无论对品牌本身还是对明星都是不小的损失。
对于品牌来说，未能续约还在事业巅峰期的明星，会向用户传达一种负面信息。它意味着整个公司的营收可能出了问题，需要削减品牌预算，进而对公司前景产生悲观预期。
而对明星来说，没有续约则很可能暗示着他要价过高，向公众传达其贪得无厌、三心二意的信号。
然而，华为此次从三星那里挖来梅西却有利无害，其一它确实暴露出三星营销预算不足的窘境;其二，由于梅西原本签约费就被低估，这一次600万欧元签约梅西，刚好起到提升明星身价的作用;其三，华为签下三星无力续签的明星，在营销交锋中占了上风。
梅西被玩坏了？还是华为被玩坏了？
签了大明星，华为就能彻底摆脱神秘低调的形象了吗?
这可难说。
虽然华为的产品获得了不错的口碑，但是这家公司给人的印象基本还是老样子：军事化的管理、高强度的工作、苛严的信息安全规定，那份流出的《奋斗者协议》让这家公司显得与科技圈那种活泼开放的文化格格不入。
签约梅西的消息公布当天，在华为员工的微信朋友圈里，流传起了各种段子，员工纷纷用调侃的方式将梅西拉入了华为的现实氛围——我们来看看：
【Messi都被玩坏了一】
姓名:梅西Lionel Andres Messi
工号: 003683XX
试用期:2年
岗位职级:23+
年薪:600万欧元
简历:
1987年，和华为一同出生;
2000年，和华为做出了重要的抉择，离开了自己的本土，去选择一条更为艰难但又一往无前的长路;
2016年，和华为结缘，成为华为全球品牌代言人。
主管寄语:29年时间，这二位从一开始执着迈着小短腿，在自己坚持的路上奔跑，跌倒，站起，再奔跑…终成今天彼此领域大步流星的巨人，成熟从容，令人敬仰。衷心祝贺彼此，在这个最好的时代握手。
【Messi都被玩坏了二】
凌晨两点，一个电话把熟睡中的梅西叫醒：Welcome to join the conference……
梅童鞋眼睛都没睁，一口熟练的中文：什么会?——有深刻体验的HWer奋斗者，你们一定懂的
【Messi都被玩坏了三】
梅西，这场比赛你打算怎么打，怎么防库里，现在马上立即务必组织个电话会议，家里都拉上，做个竞争分析，记个遗留问题，责任人都写你，要推动，会上拍一下机会点和进球数，鉴于你刚做形象大使，上头说这几场比赛你守门吧，不过进球还是你的PBC……
【Messi都被玩坏了四】
“梅西，欢迎加入华为，先沟通一下今年PBC，你先自己说一下吧。”
“嗯...去年在巴萨进球已经达到52个，增长空间有限，今年能保持不下滑就不错了。”
“这怎么可以，公司整体要求30%增长，你要挑战自己，目标77个，挑战85个。”
“过程管理也很重要，这85个球里面山头项目有30个，都至少要做到半场突袭，连过5人，晃开守门员，倒钩进球!”
……
严苛的管理是华为过去二十几年得以成功的钥匙。而在一个日益开放的世界中，如何激发广大员工的潜力，让他们有更多机会像梅西一样实现逆袭，成为华为持续发展的重要课题。
华为已经意识到了这个问题。今年年初，任正非在公司内部转发一篇管理文章时，直接批评自己倾听员工的声音太少。而这些关于梅西的段子在员工中广为传播，也是其内部集体反思的一个体现。
如果关于梅西的这些自嘲能进一步推动华为的内部氛围走向开放，那么这次签约将不仅仅是华为品牌的新起点，同时也将是华为公司文化的新起点。
但愿如此。