|
华为通信电源华为通信电源刚刚在长沙举行的华为nova新品发布会可谓干货满满，既有Nova 4、畅享9、Matebook 13等一系列新品的精彩亮相、亦有易烊千玺和华少的热情助阵，更有华为nova用户超过6500万、华为手机2018年发货量即将超过2亿台这样的爆点消息。而无论是nova还是华为做自有品牌手机，一开始都不被看好，为何能在质疑声中一路逆袭？ “曾经有人和我们探讨华为为什么会成功？我们说华为比较笨，选择最难的那条路去走。实际上最难走的路才是通向成功的路，好走的路走的人太多了。”华为消费者业务手机产品线总裁何刚这样说道。
2亿台只是个新的起点 或许当余承东第一次说出要挑战手机界一哥地位时大多数人都当作是一个商业宣传噱头，但随着华为手机销量的节节攀升，已经没有人能够不正视这种可能。 从2010年的300万台到2017年的1.52亿台，七年间华为手机发货量增长了51倍之多，2018年更是成为其崛起过程中的里程碑。就在第二季度，华为超越了苹果成为全球第二大智能手机供应商——来自IDC的数据显示，华为手机出货量为5420万台，占比15.8%；苹果则销售了4130万台iPhone，占比12.1%。而在此之前，它就已经保持了很长一段时间的中国市场第一。
第三季度，华为手机销量同比增长32.9%，依然坐稳第二位置，与之相对应的是三星13.4%的下滑。也无怪乎有第三方评论认为它正在蚕食三星和苹果的双头垄断地位，整个手机市场特别是高端区域的焦点成为此消彼长的“三国演义”。 何刚在nova 4发布会的最后宣布，华为手机2018年发货量预计到12月25日就将突破2亿台大关，并将推出“2亿”纪念版nova 4。有个巧合是，nova 3的发布会上余承东宣布了华为要挑战2亿台这个年度目标，两者间仅隔5个月。他在发布会后的采访中表示，对此感到欣喜与压力并存，首先发货量达到2亿台意味着越来越多消费者喜欢与认可华为，同时2亿用户对产品的期望也给华为带来了更大的责任。华为通信电源
“2亿台只是一个新的起点，在这个起点上我们希望飞得更高、走得更远。”何刚指出，从P20系列到Mate 20系列、再到nova 4，华为始终围绕着消费者的需求在任何一个单品上都做到极致，并且不断改进服务。当被问及2019年的销售预期时，他表示目前为止尚未公司目标尚未确定，但估计2.3亿-2.5亿台是个可能的区间。 nova 4发布会上另一则重磅消息是nova用户超过6500万——由于价位上与OV、小米乃至同门荣耀的旗舰级机型重叠（国内2000-3000元档、海外200-400欧元档），nova系列在2016年10月发布之初也曾被大大低估；值得一提的是，在2017年底nova 2S发布时披露的数据是2000万，相当于仅2018年一年即增长了4500万：“在过去的三年，多款经典nova产品伴随着nova星人一路成长，未来nova还将推出更多经典产品，成为更多90后、00后最钟爱的娱乐旗舰手机。nova已经迎来了它的高速发展时刻，未来还有更多惊喜、也将创造更多销量奇迹。” 产品就是竞争力华为通信电源 “从来没有什么洪荒之力”，华为因何能做到从300万台到2亿台这样翻天覆地的年发货量跨越？ “产品就是竞争力，我们始终低着头把自己的事情做好、做扎实，从产品设计、质量管控到供应链管理、售后服务，一点一滴地改进与积累，让消费者自发地选择我们。当然前提是我们能够真正的‘以消费者为中心’，理解他们的需求。”何刚告诉C114。
“我们的风格就是以行践言，不浮躁、不追求短期利益，在确定了品牌战略、确定了‘以消费者为中心’的方向后，非常专注、非常愿意厚积薄发，而且我们敢于在创新、在质量、在消费者体验上进行投入。”华为消费者业务中国区总裁朱平此前也曾这样描述过华为的手机策略。华为通信电源 从电信市场到消费者市场，华为始终将自己定位为一个“长跑型选手”，其在研发创新上的持续压强投入、不间断的技术打磨也为人所津津乐道（2017年华为研发投入近900亿元）——这使之掌握了大量尖端技术与专利，并转化为华为手机先人一步推陈出新和消费者业务放量增长的燃料，譬如业界首款7nm芯片麒麟980、譬如“很吓人”的GPU Turbo、譬如不断进化的AI能力。 以此次发布的nova 4为例，其首创的极点全面屏效果相当惊艳。6.4英寸的新型全面屏彻底告别了烦人的刘海，仅仅4.5ｍｍ直径的孔区配合3D曲面机身和极窄边框设计，令使屏幕四边完整、再无遮“栏”，屏占比亦进一步被推至86.3%。目前全面屏最大的阻碍当属前置摄像头等感光元器件，这也是众多手机采用刘海屏等异形屏的原因。nova首创了革命性的屏下摄像头技术，并将2500万像素摄像头模组做到了全球最小；采用了专利应力缓冲支架技术，以保证摄像头的牢固和手机内部结构的稳定；在外部设计上，将扬声器、距离感应器等组件巧妙地隐藏在屏幕的顶端，使手机上边框宽度仅1.85mm，实现了工艺上的新突破。
“从大额头、大下巴到刘海，下一步怎么走？我们花费了12个月时间，投入了300多名工程师、2万多台试验样机，通过在设计、器件、堆叠和工艺等方面的极致追求，终于打造出了这个行业内最具有里程碑意义的全面屏。”何刚在采访中颇为感慨地表示。华为通信电源 nova的精准营销 做得好产品的华为可以在营销、渠道等方面学习消化、慢慢布局，做得好营销的厂商反过来却很难在产品上提升。老罗之前有过点评：“华为还是技术功底比较扎实的，那个GPU Turbo是他们独家研发出来的。至于其他所谓的黑科技，我不是说哪一家不行我是说在座的各位，都他妈是供应商供的你在那装什么孙子呢。” 实际上如今逐渐完成布局的华为在这些方面也呈领先之势。比如连续三年入选BrandZ全球价值品牌百强榜单（今年48位）；比如多个国家的服务满意度调查中均排名第一。 在精准营销上，以喜欢娱乐、潮流、时尚的年轻人群为主要目标的nova的操盘堪称教科书级。首先，nova一直主打“高颜值、爱自拍”，在产品设计和技术选择上向这两点靠拢；明星代言人、明星主持的邀请，乃至何刚自身的着装打扮，都紧贴年轻消费者的偏好，力求吸引他们亲近与认可；nova团队也非常善于寻找年轻人喜闻乐见的话题进行炒作，比如除夕和情人节期间携一众明星营造的“nova就要你红”话题火爆互联网（阅读次数超过2亿），易烊千玺在今年18岁生日会上曝光nova 4极点全面屏也斩获了无数粉丝的赞叹。华为通信电源
“我们在确定nova这个子品牌的时候，就确定了要面向年轻人群进行品牌沟通，我们的颜色一般会更鲜艳一些、整体的产品设计会显得更年轻一点；在选择代言人与消费者沟通上，也会选择年轻消费者容易接收的代言人。易烊千玺是年轻人热捧的正能量全能偶像，对nova品牌形象有非常好的加持，我们合作了这么长时间也得到了消费者的高度认可。未来我们也会持续加强与千玺的合作，将我们的品牌定义传递给更多的消费者。”何刚表示。 在零售方面，华为仅在国内就拥有数万零售阵地和数千体验店。同时，相较于传统零售模式，提出了一体化、多元化、生活化、体验化、精细化、智能化的“新零售”——其最近在上海开设的智能生活馆即是其在新零售方面的尝试，打造了一个集科技、文化、服务于一体的全场景空间，创造了与消费者交流的全新方式。华为通信电源 Huawei Communications Power has just held a new Huawei Noa conference in Changsha, which is full of dry goods. There are not only a series of new products such as Nova 4, Chang Enjoy 9, Matebook 13, but also a series of easy-to-close thousand seals and Huashao's enthusiastic support. There are more than 65 million Huawei Noa users and more than 200 million Huawei mobile phone shipments in 2018. Whether it's Nova or Huawei, as a private brand mobile phone, at first, it was not appreciated. Why did it strike back in the voice of questioning? "Someone once asked us why Huawei succeeded? We say that Huawei is rather dumb and chooses the most difficult way to go. In fact, the hardest way to go is the road to success. There are too many people on the easy way. He Gang, president of Huawei's consumer mobile phone product line, said. 200 million units are just a new starting point Perhaps when Yu Chengdong first said that he wanted to challenge the status of a brother in the mobile phone industry, most people regarded it as a commercial propaganda gimmick, but with the increasing sales of Huawei mobile phones, no one can ignore this possibility. From 3 million units in 2010 to 152 million units in 2017, Huawei mobile phone shipments increased 51 times in seven years, and 2018 became a milestone in the process of its rise. In the second quarter, Huawei overtook Apple to become the world's second largest smartphone supplier, with 54.2 million handsets shipped, or 15.8 percent, according to IDC data, while Apple sold 41.3 million iPhones, or 12.1 percent. And before that, it has maintained the first place in the Chinese market for a long time. In the third quarter, Huawei's mobile phone sales grew 32.9% year-on-year and remained in the second place, corresponding to a 13.4% decline in Samsung. It is no wonder that third-party comments suggest that it is eroding the dual monopoly of Samsung and Apple, and the focus of the whole mobile phone market, especially the high-end region, has become the "Three Kingdoms Romance". He Gang announced at the end of the Nova 4 conference that Huawei mobile phone shipments in 2018 are expected to exceed 200 million units by December 25, and will launch the "200 million" commemorative version of Noa 4. Coincidentally, Yu Chengdong announced at the Nova 3 conference that Huawei was going to challenge its annual target of 200 million units, only five months apart. In an interview after the press conference, he said that he felt both joy and pressure. First, 200 million units were shipped, which meant that more and more consumers liked and recognized Huawei. At the same time, 200 million users'expectations of products also brought greater responsibility to Huawei. Huawei Communication Power Supply "200 million sets is just a new starting point, at which we hope to fly higher and go farther." He Gang pointed out that from P20 series to Mate 20 series, and then to Nova 4, Huawei has always been focusing on consumer demand in any single product, and constantly improve its services. When asked about sales expectations for 2019, he said that the company's target had not yet been determined, but an estimated 230 million to 250 million units was a possible range. Another big news at the Nova 4 launch was that Nova users exceeded 65 million --- because of the price overlap with the flagship models of OV, millet and even glory of the same door (2000-3000 yuan domestically and 200-400 euros overseas), the Nova series was greatly underestimated at the beginning of its release in October 2016; it is worth mentioning that at the end of 2017, the data disclosed by Nova 2S was 20 million, equivalent to only 20 million. In the past three years, many classic Nova products have been growing along with Nova people. In the future, Nova will launch more classic products and become the most beloved entertainment flagship mobile phones of the post-90s and post-00s. Nova has ushered in its momentum of rapid development, and there will be more surprises and sales miracles in the future. Products are Competitive Huawei Communication Power Supply "There has never been any flood and famine power." Why can Huawei achieve such a tremendous annual delivery volume leap from 3 million units to 200 million units? "Products are competitiveness, we always bow our heads to do their own things well, solid, from product design, quality control to supply chain management, after-sales service, bit by bit to improve and accumulate, so that consumers can choose us spontaneously. Of course, the premise is that we can truly "consumer-centric" and understand their needs. He Gang told C114. "Our style is to practice words, not impetuous, not pursuing short-term interests, after defining the brand strategy and the direction of"consumer-centered", very dedicated, very willing to accumulate thin hair, and we dare to innovate, in quality, in the consumer experience to invest." Zhu Ping, president of Huawei's consumer business in China, has previously described Huawei's mobile strategy in this way. Huawei Communication Power Supply From the telecommunications market to the consumer market, Huawei has always positioned itself as a "long-distance runner". Its continuous pressure investment in R&D innovation and continuous technological polishing are also enjoyed by people (Huawei invested nearly 90 billion yuan in R&D in 2017). This makes it master a large number of cutting-edge technologies and patents, and transforms it into a pioneer of Huawei's Mobile phones, pushing forward the old and bringing forth the new and consumer industry step by step. Fuel for volume growth, such as Kirin 980, the industry's first 7-nm chip, GPU Turbo, and AI capabilities, which are constantly evolving. Take this release of Nova 4 as an example, its first pole full screen effect is quite amazing. The new 6.4-inch full-scale screen completely farewell to the annoying Liu Hai. The 4.5mm diameter hole area is matched with the 3-D curved fuselage and the extremely narrow frame design, which makes the screen four sides complete and no longer covered by "bars", and the screen proportion is further pushed to 86.3%. at present华为通信电源 |
