Ren Zhengfei's two meetings have beaten Huawei into the top three smartphones.

Ren Zhengfei is an unusually low-key among Chinese entrepreneurs. It is less and less popular in the public eye and rarely interviewed. However, as the "godfather" of Huawei, his words and deeds seem to interpret Huawei's philosophy of life. Some people say that Huawei lacks innovative genes, but the foreign media the Verge once wrote that "like Samsung, Huawei is not only a master of the cottage, but also a skilled master of the cottage." Huawei employees have first-class execution and are full of wolves. The set goals must be completed within the time limit, or even exceeded. Behind all of this, there is actually a shadow of Ren Zhengfei everywhere.

Huawei's success in the field of smart phones is becoming more and more obvious. It is now the world's third-largest mobile phone manufacturer, second only to Apple and Samsung. Even in China, it has surpassed Xiaomi for the first time in China. According to the point of this article, all of this stems from Ren Zhengfei's major decisions at two internal meetings, which has made Huawei's current position in the smartphone market and rewrote the global mobile phone market. This article reprinted from blue-blood study micro-channel public number, author: Kacha, the original title "Ren Zhengfei two meetings rewrite the global mobile phone landscape."

To do things with domineering, to be humble, to follow the laws of consumer goods, dare to pursue the greatest growth and victory. —— Ren Zhengfei

Huawei recently announced that its smartphone shipments in the third quarter of 2015 were 27.4 million units, up 63% year-on-year, with shipments in the Chinese market up 81% year-on-year and shipments in the European market up 98% year-on-year. It is estimated that sales of smartphones will exceed 100 million units in 2015.

Huawei is forced to do mobile phones.

Ren Zhengfei once said to the internal staff: "We didn't think about doing the terminal in the past, we were forced to launch, because our 3G system can't sell, there is no supporting mobile phone, we have to buy a terminal, we can't buy it, we are forced to Going on."

At the beginning, Huawei used white cards to make mobile phones, which is to provide OEMs with global suppliers. Although Huawei shipped 20 million mobile phones in 2007, it became the world's third largest supplier of CDMA custom mobile phones in 2008, with more than 30 million shipments in 2009. However, adopting the model of not branding and cooperating with operators, Huawei's mobile phone profit is as thin as white paper, which once ruined the self-confidence of Huawei's "innate".

Huawei's entire terminal department is slowly being marginalized. An official who has left Huawei's original terminal company, lamented when he saw Huawei's current achievements: "In front of Huawei's glory, I am a defeated! P1, D1, D2, who represent the battle, are all wrapped in corpses. Many At that time, we used the weakness of the product to find a gorgeous excuse for the marketing hole... After all, it is still the victory! This is the only expectation of all the Huawei people who have fought for it.” Listening to the momentum! It also shows the confusion of the future of Huawei’s mobile phone. And sleepy.

Huawei's Zunyi Conference

On December 3, 2010, Ren Zhengfei organized a high-level symposium, including Xu Zhijun, Guo Ping, Tao Jingwen, Deng Wei, Wan Hao and Yu Chengdong. At this meeting, Ren Zhengfei repositioned the terminal business. This is the "Zunyi Conference" of Huawei Terminal!

Ren Zhengfei said at the meeting:

"I think that on the terminal, we are not innovative enough and have insufficient ability. We must seize our own advantages and make several good products.... Think about it, what is our strategy, how can we win. Now we To change our previous strategy of not making a brand, we used to do low-end mobile phones. We don't make brands or channels.

How do we determine customer needs? In the era of fashion, how do we import? We are high-volume, standardized, this is the advantage of large companies, but in the era of small batches, we still have no advantage, this is a big problem.

Since it is fashion, then if you are a French fashion brand, you have French people to do in France; to be American, you are in the United States; to be colorful, to be in Latin America. Product planning departments should be dispersed in areas where major customers demand. If the Chinese pack the world, they will be defeated. We must rely on the Chinese to fight the world and rely on the Internet to provide support and support to the world, so that we can win. Product design must be close to the customer, not behind closed doors. Don't misunderstand the fashion that I am talking about. Fashion is not only about beauty, but also features and performance. Fashion also includes buttons.

What kind of strategy you need to take is what you want to understand. In the end, do you want to make the scale bigger, or do more profit first. Don't let me judge you, otherwise your CEO should not take so much money. It is most important that you improve your competitiveness now.

Only an attack can succeed, and defense cannot succeed. Cadres who are not eager to meet with customers immediately withdraw from administrative duties. If they are afraid of contact with the media, you should not be an administrative cadre. The desire for success is the nature of Huawei. But I have never been in favor of the concept of terminal competition. The world is too big. How much soil can you fight? Genghis Khan and Hitler are all stunned. You are not as good as him. You need to find a path to growth that suits you, and don't make your own inner panic. ”

This meeting clarified the strategic development of branding and active offensive. At the same time, it also determined the determination of terminal success from the ideological point of view.

Sanya Conference pushes Yu Chengdong to the front desk

After one year, although Huawei's mobile phones have brands, 80% of the channels still rely on operators, and this channel is not only low-profit, but also has poor autonomy.

In November 2011, the Sanya Conference was held. Ren Zhengfei explicitly proposed to treat the final consumer as a corporate customer. This decision changed Huawei's mobile phone R&D and consumer model. At the same time, it decided to merge the terminal into the consumer business and cut down 30 million low-end smartphones and function machines. The terminal company was seated by Yu Chengdong from the wireless business unit. By the end of 2012, Huawei finally “realized the transition from white card to Huawei brand”.

In 2012, Huawei thought that the high-end series with strong sense of design--P1 mobile phone did not gain market recognition, and the sales volume was bleak. The subsequent D1 and D2 were still the same, and Mate1 and Mate1 also reflected the average. What is even more frustrating is that CEO Wan Hao has left Huawei terminals.

On the contrary, Xiaomi succeeded at this time!

This is undoubtedly a huge blow to Huawei's terminal! Yu Chengdong has no retreat, he is in a row of people, and the traditional channels and e-commerce two horses go hand in hand. To this end, at the end of 2013, it was decided to separate the glory brand and establish the “Huawei+Glory” dual brand!... A series of changes finally came to the outbreak of Huawei’s mobile phone sales in 2014, when the global sales volume reached 20 million units. The growth rate is nearly 30 times a year.

The days when Huawei's terminals were marginalized are finally gone! Huawei's voice community even rumors that the boss called on the chicken heads (all the responsible persons) to go to Yu Chengdong. The next target of Huawei's terminal is Yu Chengdong's remark that "the next three to five years, the annual shipment can exceed 300 million to 400 million."

Huawei mobile phone means three-point world?

100,000 flags!

However, Huawei has not stopped. In the past few years, it has been building the world's top intellectual resources, including: the Center for Aesthetic Studies in Paris, the fashion capital, and the Design Institute in London, the world's largest design center. Russia has an algorithm research center, a research center for miniaturization design and quality control in Japan, and an innovation center in Silicon Valley.

On the second day after Huawei announced the third-quarter sales data, it was revealed that Abigail Sarah Brody, former creative director of Apple and the world's top user experience design expert, joined Huawei recently. Abigail will serve as the chief user experience designer for Huawei's consumer business. Leading Huawei's consumer business user interface design work.

The world mobile phone pattern has been basically established, namely, Apple, Samsung, and Huawei are the three worlds. But is Huawei going to stop here?