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[Abstract] After P1 P2, P6, P7 honed Huawei "stumbled" went today, the product gradually increase them in the outside world, and user awareness, especially glory continued selling 6 and Mate 7, giving Huawei is great confidence.

Two years later, Huawei bring their latest P-series smartphones starting to return to London this P6 old haunt, not only with the introduction of more humane and P8, also brought a surprise P8max.

It is understood that Huawei P8 and P8max high points with the standard dual version, P8 global pricing was € 599 and € 499, P8max for 649 euros and 549 euros, the two products will be on sale in May in more than 30 countries and regions Other markets will continue to follow the market.

2012 from Huawei Ascend P1 S, Huawei began to adopt this word as a new smart phone series name, the fact that progress Ascend series is obvious.

Huawei official data showed, P6 sales in 60 countries worldwide total of 500 million units, Huawei P7 market six months that more than 4 million units sold, covering more than 100 countries worldwide. Huawei P6 and P7 success, people Huawei P8 market performance full of expectation.

Conference, Yu Chengdong, Huawei's consumer business CEO, said, "Huawei P8 goal is to provide consumers around the world to bring the best to use a smartphone through detailed market research, Huawei P8 fashion elite smartphone pain points have More deeper insight. We believe that Huawei P8 will become one of the most popular smartphones in 2015 favored by consumers worldwide. "

P8 debut: the main design and camera

Huawei P8 The main light and stylish design, the use of the popular all-metal material, body thickness of 6.4 mm. Body back with a two-stage-one design, the rear camera rare parallel with the body. Color, Huawei P8 provides white, gold, gray, black is optional.

Huawei P8 configured with a flagship mainstream, the screen size is 5.2 inches with a resolution of 1080P, equipped with its own 64 unicorn 930/935 processor, combined with 3GB of memory to run and 16 / 64GB storage space body, built-in 2600mAh capacity battery. Huawei P8 runs Android 5.0-based system of EMUI 3.1 redraw some icon.

The camera quality is increasingly becoming the focus of competition smartphone features, Yu Chengdong conference held in London on the highlights of Huawei P8 shooting functions. It uses a 800-megapixel front camera with 13 million pixels rear camera, the camera was introduced and an independent ISP RGBW imaging technology to enhance quality shooting under low light conditions, and color temperature LED flash equipment. Preference for female users, Huawei joined P8 beauty features, support customization.

Since last year, the major manufacturers flagship model in addition to the launch of the device outside of normal size, but also to re-introduce a large-screen devices. Samsung GALAXY S and the Note is a classic match, and Apple iPhone 6 and iPhone 6 Plus also people are familiar with. Subsequently, millet, music, as also jumped on the bandwagon of this approach were introduced each Note and Max series.

Huawei also released the big screen phone P8 Max, with 6.8 inches screen, body thickness of 6.8 mm, support cross-screen and split-screen display mode, the battery capacity is upgraded to 4360mAh, the official claimed that life can reach 2.23 days.

Huawei Terminal complete triple jump

Speaking from the near past six months, a Mate 7 handset in the history of the creation of Huawei's terminal is not a small miracle, it should be said that this is the first best-selling high-end machine Huawei true sense.

Data show that in the past six months there, Mate 7 has a total of more than 4 million units shipped, which is selling mobile phones Huawei 12 years, for the first time more than 3,000 mobile phone sales over one million units, and in the development of the original just set the sales target of 100 million units of the target. This time, Huawei's terminal completely confident mood into high-end smart phone market, starting with Samsung, Apple's attempt to compete.

Recalling the growth of Huawei's P series, from the outside of Huawei's terminal P1 start a new understanding. Trader first high-end smartphones Huawei arguably mixed, in product design, performance and other aspects of the experience of the real quality of the phone do attitude, but in marketing, channel, price judged insufficient to make P1 lifetime ends prematurely.

For the purposes of Huawei Device, P1 is only the beginning, which in the eyes of the outside world is a diligent student, reserve capacity, team building still needs to do a lot of solid work. After P1 P2, P6, P7 honed Huawei "stumbled" went today, the product gradually increase them in the outside world, and user awareness, especially glory continued selling 6 and Mate 7, and a lot of confidence to Huawei. These natural inseparable Huawei terminal products, channels and marketing a series of constantly adjusting the overall strategy in the past few years.

According to Artesyn Technologies is understood that before 2011, Huawei's terminal mainly ODM strategy for the carrier market, "the partners, customized, value" based; in 2011 it began to gradually turn to the consumer market, "high-end, its own brand, smart phones, "the main strategy; in 2012 it began to develop" quality strategy "; 2013 Love is in addition to pushing the" iron triangle concept "to" channel, brand, product, "the main; 2014 is closer to the user's expectations distance, and expand Internet sales channels, namely "philosophy + glory user mode." So far, Huawei has completed a successful four jump.

According to market research firm IPSOS statistics, in 2013, when the net value of Huawei Terminal recommended brand or negative 24% (Net Promoter Score brand to reflect whether that is through a sample survey of consumers would recommend their friends to a particular brand product). In the last year, the same IPSOS statistics, Huawei's brand value has increased net positive recommendation of 43%, second only to Apple and Samsung in the global mobile phone industry, brand awareness in China is even more increased from 68% to 90%.

Huawei's terminal business strategy change is also reflected in its performance in 2010, Huawei terminal sales revenue of $ 4.5 billion in 2011 to $ 6.8 billion in 2012 to $ 7.5 billion, to $ 9.4 billion in 2013, 122 in 2014 US dollars, an increase of 30%.

Yu Chengdong, Huawei Terminal CEO before accepting Artesyn Technologies interview that the terminal depends on the achievements of these years of Huawei self-critical spirit of openness, management and employees in the continuous transformation of trial and error, learning and adapting to new ways of thinking and working methods.

In fact, not only Yu Chengdong, Huawei founder Ren founded Huawei from the beginning has been advocating the spirit of self-criticism, the development of the terminal is more urgent attention, he can always come out first directed at the development of vital Huawei.

When the last of Huawei Terminal impressive, Ren pointed out, "Huawei BG consumer should stick to their own way, I am me! Do not blindly benchmarking Apple, Samsung, millet!" Huawei's other executives also always remind myself, also let go of the terminal, "ruthless" Before Xu Zhijun, Huawei rotating CEO: "Consumers BG since 2013's success, there are impulsive tendencies, cool down in advance, to be a clear understanding of who he is, the future will go where."

Huawei's development today, running relies on two wheels, one wheel is the business model, and the other wheel is technological innovation. Huawei more advantages pipes are equipped with two wheels, though not with the terminal, but also thanks to the parent brand for endorsement terminal, another major reason for this is the end of success.

About the future, great success of smart phones, let Huawei stationed in other intelligent terminal business confidence, and accelerate the pace stationed. On a recent exhibition in Barcelona, Huawei exposure of its first smart watch HUAWEI Watch, equipped with the Android Wear this smart watch will be available in June this year in more than 20 countries and regions.

In addition, Huawei's 4G communications sector has been relegated to embed high-end cars Mercedes-Benz, Audi and other years, with Huawei in the field of intelligent vehicle computer equipment and car platforms continue to force, Yu Chengdong, said he believes the future will have more brand car with Huawei communication connection.

The challenge

But the degree of competition in the smart phone industry has been staggering intense, traditional areas of mobile phone brands in the same time of transition, suffered a shock from the Internet giant. As the day before the release of the music as P8 super phone, from the momentum of view, this is a perfect show, described as pocketed the user and the market's attention, so that the traditional mobile phone brands issued a shock, "playing a bit too much ! "

Regardless of how Internet marketing integration with the respective type of ecosystem, the traditional mobile phone manufacturers, the pressure really is not small.

The data from market research firm DIGITIMES Research shows that the first quarter of 2015, China's smart phone shipments dropped sharply by 30%, of course, does not decline from the year began, according to the Ministry of Industry and Telecommunications Research Institute data released in January of this year, fourth quarter smartphone shipments fell 8%.

In addition to the weakness in the first quarter of conventional factors, growth in the smart phone industry has been slowing down, the case demand exceeds supply, the industry reshuffle will naturally increase.

Meanwhile, the problem comes from the inside of Huawei Terminal are constantly exposed. Mate 7, 6 is the market sought glory is the core reason for the rapid increase brand Huawei terminal, but this one has a certain element of luck.

Mate 7 inevitability from the product itself and Huawei Terminal increased dramatically in recent years in product design and technology, and the chance is mainly because of the availability of Huawei Terminal initially estimated Mate 7 insufficient, leading to a shortage in the market Mate 7 is stir.

On the other hand also shows that Huawei's terminal still not in place to control problems in the supply chain. On this issue, Apple, millet have had serious problems. Until now, millet to control the supply chain is slightly better than before so little, in fact, the greatest source of millet so dependent on the supply chain or not their technology accumulation, while Huawei R & D spending hundreds of billions each year level, but the lack of a flexible marketing, channel integration strategy.

There still remains a short board channels of Huawei terminal. Although the product in electronic business platform achieved high grades, but accounted for a significant proportion of the traditional social channels is still not fully grasp, adjust channel strategy is crucial for Huawei Terminal.

At the same time, this year will honor the lower channel line Huawei Terminal unified platform for the two brands to avoid left and Bo, channel coordination, marketing, pricing and supply control will be a major test Huawei's terminal face.

Yu Chengdong also believes that 2015 is the most critical year Huawei Terminal, will decide the future fate of Huawei Terminal. The most important task is the transition from low-end to high-end brand brand, firm in the high-end market.

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