As early as 65438+1October 12, the official self-operated mall of glory was officially launched, which was the first action of glory after the "selling storm". The release of Glory V40 marks the official start of new glory, but this "new machine" is equipped with MediaTek Tianji 1000+ chip, which is a 60-point answer sheet.
Just the day before the launch of the new Glory Mall, Huawei Mall completely removed all products and services related to the glory brand, as Mr. Ren Zheng Fei said earlier: "Once Huawei and Glory are divorced, they should not be separated." In 20021year, the competition in the smart phone market in China was as fierce as ever. How was the solo tour of new glory? How to continue "glory" in the unpredictable market competition?
A series of problems are of concern to the outside world. The appearance of V40 is good news. Next, let's talk about the "one joy and three worries" after the new glory and independence.
On October 22nd, 65438/kloc-0, Zhao Ming, CEO of Glory, appeared from the shady scene and opened the curtain of new honor with the theme of "breaking out of cocoon". He also said that "the future glory will undoubtedly go to the middle and high end." This makes people think of the feud between glory and Xiaomi. Interestingly, Xiaomi has also taken the "high-end route" in a big way in the past two years.
Previously, limited by the positioning within the Huawei system, the dispute between glory and Xiaomi (going high-end) presented a strange state. This accidental "independence" once again tied the two brands together.
Konas announced the top 5 global mobile phone shipments in the third quarter of 2020.
Speaking of Xiaomi, everyone knows now. In the past ten years, Xiaomi has grown from an ordinary China mobile phone brand to the top three international mobile phone brands in the world. The growing power of Xiaomi directly threatened the pattern of traditional mobile phone brands at that time. Xiaomi's success has also spawned more Internet smart phone brands, such as Nubia of ZTE, IUNI of Gionee, and the great god of Coolpad. A series of new brands began to enter the public eye, including glory.
Glory has embarked on the "hard road" with Xiaomi since its birth.
In February 13,16,65438, Huawei CEO Yu Chengdong declared that "glory is born for fever" and pointed out that Xiaomi was born for fever at that time. At the press conference that year, Xiaomi also advertised "Who is fighting for the front", while glory put forward "Who is fighting for glory". This "honor" means glory, which shows the strong smell of gunpowder. Natural Fever has laid a glorious mission. Since its birth, Glory has compared with Xiaomi in brand positioning, product pricing, and main promotion function.
Xiaomi ushered in his own highlight moment on 20 14. According to the Survey Data of Smartphones in China in the Fourth Quarter of 20 14 released by IDC, the annual shipment of Xiaomi exceeded 60 million units, accounting for 12.5% of the domestic market, surpassing Samsung of China. Glory was also flourishing at that time. With 3C and 3X low-end mobile phones and Glory 6 mid-range mobile phones, we delivered a satisfactory answer sheet with a revenue of $2.4 billion. This year, it contributed 20 million mobile phones to Huawei's total annual shipment of 75 million mobile phones.
On March 201April 17, Xiaomi launched Red Rice note, and the slogan was upgraded to "Always believe that good things are about to happen". Then Glory launched Glory 3X with the slogan "Better things have happened". At this time, the market positioning of Xiaomi and Glory is similar, both of which focus on the thousand yuan market. Such close publicity and brand positioning made the relationship between glory and Xiaomi very subtle at that time.
Later, on the same day that Xiaomi held the "Rice Noodle Festival", Glory held the "Glory Carnival"; Xiaomi's theme design competition defines the slogan as "this time, we are the whole point." Then, the slogan of the glorious global mobile phone competition is "This time, we are bigger on the whole." It can be seen that the glory of those years is really an all-round benchmark for Xiaomi.
Similarly, for the glory of "born for fever", it is a mirror image of Xiaomi, but in the process of marking Xiaomi with glory, it also forms many obstacles on its own development path. As a sub-brand of Huawei, the high-end market is a cake that glory should not covet, so that glory has been wandering in the low-end market.
After the sell-off storm, the glory after independence will no longer be "tied", which makes it more possible in the future. Guo Zeng, an analyst at TF Securities, said: There is little resistance to the business license obtained by Glory. If it goes well, glory can do the iteration and handover of new models, and with the cutting of supply chain, glory can guarantee the after-sales experience of old users.
At the glorious V40 conference, Zhao Ming found the right opportunity to brighten his muscles. He revealed that New Glory has established five R&D bases and more than 65,438+000 innovation laboratories. Of all the 8,000 employees, more than 50% are R&D engineers.
An accidental road of "independence" made these two "old enemies" squeeze into a track again.
After the separation of Glory, many media broke the news that Glory would launch 5G mobile phones in Qualcomm and MediaTek. MediaTek's 5G chip mobile phone has been launched. If the Qualcomm version of Glory V40 is also coming soon, a brand-new glory will be completed.
According to a report quoted by Tencent News on June 5438+February 10 last year, the negotiations between Glory and Qualcomm were "very optimistic" and were close to reaching a supply cooperation. Looking at the ever-changing domestic mobile phone market, unsuitable ones will be eliminated, and today's mobile phone market is strong. After glory left Huawei, although it made a breakthrough in independence, it also faced the problem of weakening brand influence, and its technical level needs to be improved. In the face of fierce competition in the mobile phone market at this time, glory is also facing three major concerns:
1. Balanced development of online and offline sales channels: Glory has helped Huawei's big brother keep an eye on Xiaomi's existence since its birth. It has positioned itself as an Internet mobile phone brand, but there are some shortcomings in the development of offline sales channels. Today, the offline market has long been occupied by Huawei, Xiaomi, OPPO and vivo.
The glory split faces everything from scratch. Although the offline layout has been promoted, the offline channel networks of major mobile phone brands are very mature, which further aggravates the resistance of their offline channel expansion. Since September 2020, a number of glory stores have opened, covering Chengdu, Lanzhou, Wuhan, Xiamen and other cities. On June 5438+February, Chengdu Vientiane City Glory Experience Store and Nanjing Jindi Plaza Glory Experience Store also opened one after another. As we all know, it takes time and money to open an offline store, which is no small challenge for the present glory.
2. Polishing the R&D team to adapt to the market situation: When Huawei sold its glory, it clearly pointed out that selling its glory was packaged and sold without any additional conditions. In other words, glory lacks Huawei's authoritative technology research and development system in core technology. For a long time in the past, glory was able to strike a good balance between scientific and technological factors and cost-effective factors, more or less benefiting from the convenience of relying on Huawei. Leveraging the research and development strength of Huawei's entire ecology in hardware and software, Glory can obtain some cutting-edge technologies at a very low cost.
After leaving Huawei, these advantages will disappear. According to Huawei insiders, Huawei has integrated some R&D forces within Glory. At this conference, Zhao Ming revealed that many of the five R&D bases and more than 100 innovation laboratories should also come from Huawei's resources. Even so, the overall R&D strength of the new glory after independence will certainly not be as strong as it was in the Huawei system.
Moreover, Huawei has always regarded Kirin chip as the core of research and development. In the past few years, almost all models of Glory have been built on the ecology of Kirin chips. Changing the core of MediaTek and Qualcomm this time is also a great challenge for the technical team. What is certain is that the market will not give glory too much time. At present, Xiaomi, OPPO and vivo all take innovation and R&D as the breakthrough, so the new glory must integrate R&D forces in a short time.
The external reaction of the glory V40 is actually general, depending on whether the latter two mobile phones have unique highlights. If the first three fires are not burned, the future is very worrying.
3. Remodeling the supply chain and improving the after-sales system: In the past, the glory was more about hitchhiking with Huawei, and the supply chain in domestic and international markets also moved closer to Huawei, especially after-sales. Glory depends on Huawei's after-sales service system. After the split, Huawei officially responded that HONOR that has been sold or in hand can still enjoy Huawei's service channels. However, the mobile phone launched by Glory will need to rely on its own after-sales system.
Supply chain will also be a new problem. We should know that the strength of mobile phone manufacturers directly determines the right to speak when cooperating with downstream supply chain enterprises. Xiaomi's ability to "launch" Qualcomm's latest flagship chip is an example. At the V40 conference, Zhao Ming revealed that after the independence of New Glory, it has won the support and cooperation from many suppliers such as AMD, Intel, Samsung, Micron, Qualcomm, Microsoft and MTK (MediaTek).
This is inseparable from glory's dazzling achievements in the past, but it is only to reassure the outside world. The key is whether it can be started at the same time, or only one Qualcomm chip or other black technology accessories can be started.
Therefore, glory needs to establish its own complete supply chain system in a short time, and also needs to establish a strong "right to speak". We didn't see these signals when Glory V40 first chose MediaTek.
Whether it is to expand sales channels, polish R&D team or reshape supply chain, glory needs enough time. For mobile phone manufacturers, time is life. The good news is that Zhao Ming revealed that in 20 14 years, Glory will have 20 million mobile phone users in China, and by 2020, it will have more than 200 million smart connected devices, including mobile phones, tablets and smart screens. 20 18-2020, glory the first online market in China.
After all, the answer sheet handed over by Glory in that year was still amazing. After this short storm period, I believe that with glorious strength, I will soon hand over an unexpected answer sheet again.
Although the new glory is independent now, it can be decided by innate genes, and it is a fate to play against Xiaomi.
Recently, another well-known big V broke the news, and the glory V40 series mobile phones will still launch large cup and super large cup versions, which means that the glory V40 series mobile phones will have three versions, namely the glory V40 (medium cup) and the glory V40 Pro (large cup). Glory V40 Pro+ (super cup); The Super Bowl version is also very luxurious, not only equipped with Qualcomm Snapdragon 888 processor, but also can reach the top flagship mobile phone level in camera configuration, memory chip specifications, fast charging and waterproof performance.
Once Qualcomm's chips are supplied to Glory, it is likely to restore its "fighting power" in a short time, quickly occupy the market and suppress Xiaomi.
Xiaomi is not idle at this stage of the glory sale. According to Wise Finance, Xiaomi once held a communication meeting with agents in China, hoping to seize the market by taking advantage of Huawei's shortage. According to data from Konas, Xiaomi returned to the top three manufacturers in the world in the third quarter of 2020.
In the era of rapid development and popularization of 5G network technology, AI technology has entered the public's field of vision, and smart home appliances have become a new outlet. This is another inevitable "hard battle" for glory and Xiaomi.
Among mobile phone manufacturers, Xiaomi first laid out smart home appliances. The number of devices linked to Xiaomi's AIoT platform has reached 289 million, making Xiaomi the world's largest consumer-grade IoT platform. At the press conference, glory means that glory continues to adhere to the product strategy of "1+8+N".
Where "1" refers to mobile phones, "8" refers to smart screens, wearable devices and PCs, and "n" refers to various extended products. According to the data released by glory in 20 19, glory shipped 44 million units in China market in 20 19, accounting for nearly 13% of the market, surpassing Xiaomi by nearly 40 million units. It can be seen that "1" of Glory in the strategic layout of "1+8+N" is in a stalemate with Xiaomi, and the strength of both sides should not be underestimated.
But in addition to mobile phones, glory only launched two smart screen products in "8", and there are not many representative products that can compete with Xiaomi in "N". In addition to the original mobile phone business, Xiaomi has made good achievements in smart TV, VR helmet, sweeping robot, air purifier and financial services, which is unmatched by the current glory.
At present, it is Xiaomi's current development strategy to take hardware as the core and develop related eco-industrial chains and Internet services. Although glory is not weak in mobile phone shipments, there is still a gap with Xiaomi in all-round layout. Although it can't compete with Xiaomi in the field of smart home appliances for the time being, the smart screen launched by Glory in "8" won the champion of TV category sales and sales in the promotion of JD.COM platform 6 18 in 2020.
Assuming that glory can produce more products similar to "smart screens" in smart homes, there will be a lot of room for improvement in the field of smart homes in the future, and the sense of existence will never be lost to Xiaomi. However, this is as difficult a road as "reviving" the mobile phone. It's not easy to walk with an opponent like Xiaomi ahead.
Zhao Ming, the soul of the old glory, is also a well-deserved helmsman of the new glory. He revealed that "the future glory will undoubtedly go to the middle and high end", which is the basis for this "new" team to move forward. But shopping malls are like battlefields, and no one can predict the future.
Looking back, AXA Electric, Huawei Ocean and other businesses previously sold by Huawei have now become pioneers in their respective fields. Can today's glory become the leader in the mobile phone market like them? We will wait and see.