In fact, Huawei has stood at the peak of the world's telecom equipment field. To the surprise of the outside world, it took five years to become a strong player in the field of mobile phone manufacturing. Li Dongsheng, Chairman of TCL Group, once pointed out that the dream of a strong country should start with a "strong enterprise". It is these China enterprises that have rushed to the top arena in the world that have made China manufacturing have a deeper accumulation and a higher breakthrough.
The evolutionary history of Huawei's mobile phones provides a fascinating and realistic sample for the high-end transformation of China manufacturing.
Five years ago, when Yu Chengdong, CEO of Huawei's consumer business, shouted the slogan of "surpassing Samsung and Apple", the "newborn calf" was laughed off by the outside world, and Yu Chengdong was nicknamed "Yu Dazui". However, no one in the major schools of mobile phones is underestimating Huawei, and Huawei's mobile phones have begun to surpass Apple in sales.
At the Mate 10 conference in China, Yu Chengdong announced that Huawei ranked second in the global market share of mobile phones in the first three quarters, surpassing Apple for the first time, and the China market remained first.
Counterpoint, a research institution, has keenly captured this change. According to its data, from June to July this year, Huawei surpassed Apple for the first time in global smartphone sales.
Yu Chengdong also released the report card of Huawei's mobile phone in the first three quarters of this year: the shipment reached1.1.200 million units, up by 19% year-on-year, and the revenue increased by 30% year-on-year. "As can be seen from the data, our revenue growth is higher than the shipment growth, which shows that our performance in the mid-to high-end market is better." It is understood that in the first three quarters, Huawei's mobile phones grew fastest in Europe, Japan and China, followed by Asia-Pacific and the Middle East, and are also gaining momentum in the United States.
Despite the rapid development of market share, Yu Chengdong stressed that pure market share first is not the direction that Huawei pursues. Huawei hopes to surpass all competitors and surpass all competitors in innovation in the high-end market. Of course, it takes more than time to accomplish this difficult goal.
A few days ago, Huawei Mate 10 was launched in Germany, and the built-in industry's first AI (artificial intelligence) chip became the focus of attention. On the global track of AI, Huawei once again ran ahead.
Huawei Mate 10 adopts the first artificial intelligence chip Kirin 970. According to reports, the new architecture of integrated NPU (Neural Network Unit) adopted by Kirin 970 has the advantages of high-speed connection, intelligent computing power, high-definition audio-visual and long battery life. On a small chip, 5.5 billion transistors are integrated. Huawei hopes that through this innovation, it will bring more possibilities for AI technology in the application field and bring unprecedented mobile phone artificial intelligence experience to consumers.
What new experiences has artificial intelligence brought to Mate 10? The first is that taking pictures is smarter. During shooting, you can intelligently identify the 13 scene and adjust the parameters yourself to avoid exposure and color cast. Mass information processing ability is improved, such as intelligent screen recognition function, which can actively push movies, restaurants and other information according to your chat content; Another big selling point is that the mobile phone can change into a computer in seconds, and it can be projected on the big screen only by connecting with a data cable.
Of course, this is just a small test of artificial intelligence on mobile phones, which has opened a door. In Yu Chengdong's view, smart phones in the future can communicate directly with people. For example, if you want to check flight information, just ask your mobile phone. The mobile phone will sense what you want to do, and it will remind you: I'll change your flight when the plane is late!
The previous generation Mate9 sold more than 1100000 units in1month. Yu Chengdong expressed the hope that the sales volume of Mate 10 will reach150,000 units. "Our price is much lower than that of iPhone X, and the cost is rising, but we have not raised the price." The starting price of Mate 10 is 3899 yuan, including 8999 yuan for Porsche version.
In the industry's view, Mate 10 is aimed at Apple's iPhoneX and Samsung's Note E8E8. Yu Chengdong said in a live speech that it is a competitive product in many technologies.
When asked about the gap between Huawei and Apple when their market share surpassed that of Apple, Yu Chengdong also admitted that there was still a gap between brand power and ecology.
He said that Huawei's success is the result of long-term emphasis on research and development, service and customer orientation. "When I joined Huawei 24 years ago, Huawei was still a small company, but it attached importance to R&D investment. Last year, Huawei invested 1 1 billion dollars in R&D; In addition, Huawei's culture emphasizes struggle and self-criticism. We are a long-distance running company, not a marketing bragging company. "
Huawei's mobile phone, which stands on a high place today, didn't rise in a day. After experiencing the short-term beauty of the 3G era, the millet model of 20 1 1 played the pattern of "China Cool Alliance". When friends are still insisting, this year, mobile phones began to transform. Huawei's president ren asked Huawei's mobile phones to transform their layout with profit rather than scale. Yu Chengdong, then the head of Huawei's terminal, was repeatedly slapped in the face. The sharp decline in sales of models and products is not satisfactory. In the voice of doubt, Huawei's mobile phone had a "thrilling" 20 12 years, which Yu Chengdong later recalled was the most difficult year of transformation.
"The core point we insist on is quality first, not selling less, but also satisfying every consumer." He Gang, president of Huawei's mobile phone product line, once felt deeply about ID:caishenjing, and it was very difficult to walk bit by bit. Until the success of P6 of 20 13 and Mate7 of 20 14, Huawei finally made a breakthrough in the middle and high-end market. After that, every generation of flagship mobile phones are explosions. While many colleagues are busy with profits, Huawei's mobile phone has made great strides on the profit-driven track. Today, Huawei's mobile phone shouted "Don't be extreme", just like Mate 10, which reflected the perfect integration of innovation and practicality and played its own rhythm.
The competition between Huawei's example and reality has made more domestic mobile phone brands begin to abandon impetuousness and calmly concoct high-quality products. In the top six mobile phone lists in the world, besides Samsung and Apple, there are many faces of China-Huawei, OPPO, Xiaomi and vivo.
Zhang Lihua, the author of Huawei R&D, believes that the valuable experience of Huawei's successful transformation of mobile terminals includes: unifying the thinking of positioning strategy, overwhelming resource investment, and ensuring that investment is better than competitors; Talent comes first, especially the leading talents who are good at fighting; Aim at the most profitable mid-to-high-end, adhere to the boutique strategy and persevere; Strive to build core competitiveness, and quickly transform short boards into long boards by rapidly introducing industry professionals. ...
In the industry's view, the fundamental reason why mobile phones stand out is that Huawei is willing to invest.
201101018: "Huawei should greatly increase its R&D and brand investment in mobile terminals, at least in terms of budget and investment."
Actually, it's not just a mobile phone terminal. Up to now, Huawei has invested 301300 million yuan in R&D innovation, established 36 joint innovation centers and 16 R&D centers around the world, and obtained 625 19 patents. Through years of continuous accumulation, Huawei has become the world's largest international patent application enterprise. In 20 16, Huawei invested 76.4 billion yuan in R&D, accounting for 14.6% of its revenue. "We are investing in the future. What is visible and invisible is investment." Yu Chengdong said.
Of course, behind Huawei's bright sword, there are its quality concept of "regarding quality as life" and its innovative concept of "taking consumers as the center". Innovation and change are two sharp tools for Huawei's sustained growth and strength.
With the growth of global business, Huawei's brand influence is also rising. In the list of the world's most valuable brands 100 in 20 17 published by Interbrand, an international brand consulting company, Huawei has risen to the 70th place. On the Fortune Global 500 list, Huawei ranked 83rd with a total revenue of US$ 78.5 billion, ranking among the global 100 companies for the first time. And in the return on net assets ranking, ranked first in China enterprises.
1987, Ren founded Huawei in a residential building. Today, Huawei has180,000 employees worldwide. In 20 13, Huawei surpassed Ericsson to become the largest telecom equipment supplier in the world. Can Huawei still create more miracles in the mobile phone industry? Huawei needs time to continue to grow, and we will wait and see.