Huawei "Glory" Independent Occupy Positioning Internet Mobile Camp

On December 16, Yu Chengdong, chairman of Huawei Terminal Co., Ltd., said at the Glory 3 conference that Glory's mobile business unit will be relocated from the consumer BG and will be repositioned. New Glory will be a Huawei sub-brand, focusing on products for mobile Internet consumers. With a focus on cost-effectiveness and Internet marketing, Huawei e-commerce will become the main sales channel for Glory products.

Similarly, domestic mobile phone giants that tried to enter the Internet mobile phone camp include ZTE, Lenovo, and Jinli.

China Mobile, the China Alliance's Secretary-General, said that old Huawei, ZTE and other traditional mobile phone manufacturers join the Internet mobile phone camp, the future of direct competition will be Xiaomi, Xiaomi in the Internet mobile phone field will dominate the situation will be broken.

Appoint 2.52 million units on the first day

On the morning of December 17, Glory 3C and Huawei Biaowang will start 0 spot bookings at Huawei Mall and Jingdong Mall at the same time. The appointment will close at 10:07 on December 25th and will be available for scheduled users at 10:08 on December 25th. . In terms of pricing, its strategy is similar to that of Xiaomi's mobile phone: Glory 3C sells for 798 yuan, Huawei Biao sells for 448 yuan, and Glory 3X sells for 1,698 yuan.

On the following day, Huawei externally claimed that Huawei glory 3C and Yuwang Wang “had an appointment of 2.52 million units on the first day”.

Regarding whether or not Mi Xiaomi imitated Xiaomi, Huawei’s public relations department said: “We do not think that Huawei is imitating Xiaomi, but we respect the people in the industry to hold their own views on this.”

Huawei's own-brand mobile phones originated from glory. In 2011, Huawei launched the first-generation glory mobile phone model U8860. From the end of 2012 to the end of August this year, the second-generation models have been introduced to honor the four-core version of love, as well as the glory with three defense features3.

Yu Chengdong said in a written interview with a reporter from the "Daily Economic News" that Huawei's attitude of cooperation and development, in addition to its own B2C platform, Huawei Mall, future glory store under construction, and Tmall flagship store, etc. .

YiMai Consulting ZhangYi said, “Along with the development path of Huawei's handsets in the past two years, Huawei's glory sub-brands are similar to Xiaomi’s operations from channel strategies to marketing methods to products, pricing, and promotions.”

Internet mobile phone changes

In 2013, Huawei’s handsets achieved significant sales growth in Internet marketing. In an interview with the reporter of the “Daily Economic News”, Xu Weiquan, president of Huawei’s terminal e-commerce department, said that Huawei’s “elephant” needs a new development model in the terminal area. Glory is separated from Huawei’s parent brand and operates independently. It is a matter of course.

In contrast, ZTE appears to be more low-key. In November 2012, the sub-brand "Nubia" was launched, focusing on social channels. Many of them tried Internet marketing models, but they also faced various twists and turns. In July of this year, Nubian upgraded its Z5mini product in Jingdong Mall and Nubia official store for pre-sale and shipped within one week. Since then, it has gradually opened up channels such as Tmall Mall, Yi Xun, and offline experience points.

The reporter noted that first-line mobile phone manufacturers have also begun to cultivate "Internet mobile phone" brand. On September 28, Lenovo officially launched its new sub-brand VIBE and released its first VIBEX. This is Lenovo's first attempt to market smart phones with a pure Internet model.

The second-line and old mobile phone manufacturers are also making efforts to develop the Internet. Among them are Jin Li and OPPO. IUNI Technologies, a company with Jinli mobile phone investment, has announced that “IUNI” will completely duplicate the model of Xiaomi’s mobile phone, launch a homemade ROM similar to MIUI, and take the online sales model. OPPO also formed a brand new Internet mobile phone brand team.

Zhang Yi believes that at present, these traditional mobile phone manufacturers are still hardware companies. Following the Xiaomi model to engage in Internet marketing can get much effect, yet it is still to be tested.