In the tide of market economy, in order to survive and achieve brilliant results, in addition to the two well-known elements, products and talents, marketing channels have become the third indispensable ascending channel. Let's share with you what Huawei's mobile phone marketing channels are like.
Huawei's customized route for operators
This is because Huawei's mobile phones are not directly oriented to consumers in China, but provide customized services for operators with communication equipment, and take the customized route for operators.
consistent with the commercial positioning of Huawei terminals, the market positioning of China has always focused on the resale market of operators, actively cooperating with the pace and rhythm of the three major domestic operators. In the three major operator markets, the performance of Huawei terminals is far ahead. It is reported that during the 3G Internet Mobile Phone Fair of China Telecom Tianyi, China Post purchased Huawei's three C-network mobile phones in one fell swoop, totaling 2.3 million, with a value of 7 million yuan. In the TD field, the shipment of Huawei T552 and T55 series mobile phones has reached 15, units so far. Similarly, in the WCDMA field, Huawei has become one of the five vendors that won the bid for China Unicom's thousand yuan 3G smart phone. Its U811 has been on the market for less than a month, and it has won 3, orders. Exploration of Huawei's new channel model
Because Huawei has always adopted a channel system customized by operators, it is difficult to find traces of Huawei's mobile phones in major mobile phone stores. Therefore, for Huawei, selling mobile phones through social channels has always been a weakness. Now, the adjustment of operators' strategies has directly hit this soft spot: they no longer firmly control the mobile phone market. In order to seek better channels for numbering, operators have actively opened their mobile phone subsidies to major mobile phone stores, provincial packages, local packages and regional small chains.
the most representative is telecommunications: the CDMA market, which was completely closed before, was opened to channels, and most distributors were encouraged to participate in CDMA channels with subsidies and profits. Following the Huawei mobile phone of the operator closely, it encountered unprecedented challenges.
Some insiders even pointed out: Huawei, which has been paying attention to the operator market, has almost zero partners in the channel. With the change of the whole market, Huawei needs to re-find cooperative distributors and re-plan cooperation channels. It is impossible to complete these operations in the short term. It seems that it can be understood that Huawei, which closed the mobile phone market in the early stage, was like a duck to water because Huawei continued its B2B2C equipment marketing model in the mobile phone market very well, and seized the operator, and the mobile phone naturally sold out.
However, at present, after the transformation of the whole telecom market, operators have released the control right of mobile phones. Now Huawei is faced with the vast social sales channels, and they have decided the sales volume of Huawei's mobile phones instead of operators. For Huawei's mobile phones that take the customized route, we need to rethink the price system, channel profit distribution and brand promotion. At present, Huawei's mobile phone sales have encountered bottlenecks. In many cities, the first-line stores can't deliver the goods or the goods arrive in the previous market, which has seriously affected the sales. Another important reason why Huawei's mobile phones are not sold well in social channels lies in its price system. Take C-net mobile phones as an example: the profit of Huawei's C-net products is 16%, while the profit of domestic mobile phone manufacturers of similar products is generally between 2% and 3%. In contrast, the profit of Huawei's mobile phones is not convincing enough to attract social channels to sell.
There are many factors that determine the sales volume of social channels, such as channel profit, brand, sales ability, publicity and so on. However, for them, whether they can make money by selling this brand of mobile phones is the first priority. Although compared with operators, this measure? Vulgar? A lot, but this is the only rule they believe, and Huawei mobile phones are no exception. Once you enter the social marketing channel, the manpower, material resources and financial resources spent on it are obviously much more trivial than the previous customized routes of operators.
finally, Huawei has taken the step of exploring new channels. In recent years, Huawei mobile phones have spent a lot of effort on domestic channel construction. Yang Xiaozhong made it clear that? We are actively building a channel system with national package, provincial package and prefecture-level agents as the core. ? . With the continuous expansion of customer groups, enterprises need a targeted and comprehensive product solution that can provide different customers, so they decisively changed the channel strategy of direct sales, which has always been Huawei's sales lifeline, and sought to formulate a new sales channel. After continuous improvement and reform, today's distributor supply channel model is finally formed.
The comprehensive distribution channel platform that Huawei started to build is a relatively complete system based on sales and service partners, training partners and direct users. This distribution system includes first-class senior distributors, as well as subordinate regional agents, senior certification agents, industry integrators, first-class agents and regional distributors, aiming at providing customers with end-to-end product integration solutions.
Huawei's sales channel has been flattened, which further strengthens the subdivision of channel functions and industry coverage. Agents have no absolute affiliation and enjoy the same preferential policies, and all rely on performance accumulation and turnover to obtain benefits equivalent to Huawei's product brand, performance and service level.
in order to keep the distributor as a sales channel unblocked, Huawei also gives more incentives and support to channel partners in marketing and technical training.
for example, on February 2, 22? Huawei Network 21 Channel Commendation Conference? In fact, a large number of Huawei partners have been commended by Huawei, and received awards ranging from 5, yuan to 25, yuan. While commending the agents, Huawei also announced the official introduction of a special sales staff for agents? Sunshine Mileage Club? Commendation plan, an incentive plan, is an incentive mechanism implemented by Huawei in channel promotion. All sales personnel of Huawei certified agents can join the club and become members of the club. The sales performance of these salespeople will be statistically summarized through the orders they reported to Huawei, thus winning points. According to the number of points, members can be promoted from basic members to silver members and even gold members. Huawei will reward them with different levels of material rewards according to their performance.
? Sunshine Business Plan 22? Since its implementation, it has been affirmed and supported by Huawei partners, and the channel sales situation has made great progress, which has played a very good role in promoting the market expansion of Huawei channels in the future.
On this basis, Huawei Enterprise Network Division launched the Warrior Program to reward partners who explore blank industries. According to reports, the reward object of this plan is the first project order of the provincial unrealized sales industry of Huawei's enterprise network network products. At the same time, Huawei launched a series of technical training for channel agents for the first time on June 24th, 23. The purpose of this move is to improve the technical service level of channel agents, improve the competitiveness of Huawei channels, and enhance the communication and exchange between Huawei and channel agents.
after the reform, Huawei's communication product sales channels have basically completed its strategic layout, and the sales volume has steadily increased, which has already possessed the strength to impact overseas markets. Huawei's mobile phone marketing strategy
Huawei is a successful example of key account marketing, and has always maintained a good cooperative relationship with network operators. PHS has always been sold directly by operators. Due to misjudgment, Huawei once missed the great development opportunity of PHS. However, with good cooperation with operators, Huawei entered the market in 23 and sold more than 3 million sets in 24, which shows Huawei's ability to tackle key problems for major customers. As for the marketing strategy of 3G mobile phones, the author learned from many channels that Huawei will also adopt the marketing method of big customers to directly tackle key problems for network operators, bundling mobile phones with network equipment, or directly selling mobile phones to network operators.
from the analysis of foreign experience and domestic reality, it is possible for network operators to become the main channel for 3G mobile phone sales. Technically, it is necessary to meet the requirements of operators and have a good cooperative relationship with operators, which will become the primary condition for mobile phone manufacturers to succeed in the market. However, does the purchase of a mobile phone product by a network operator mean the success of a certain manufacturer in the market? The answer is no, a manufacturer's products can't enter the operator's mobile phone purchase list, and this manufacturer must have failed in the market, because it may have lost the only channel or important channel for mobile phone sales. However, the operator's purchase of a manufacturer's mobile phone products does not mean that a manufacturer is truly successful in the market. Because mobile phone terminal products are different from network equipment, the end user of network equipment is the operator itself, and there is no resale. However, mobile phone products are different. The end users of mobile phones are not network operators, but the vast number of mobile phone users. Network operators can choose the products of those manufacturers to enter its sales channels, but they can't control the final consumers to buy the products of that manufacturer.
in the sales of 2G and 2.5G mobile phone products, mobile phone manufacturers mainly rely on distributors and retailers at all levels to complete the final sales of products. For mobile phone manufacturers, the sales of mobile phones to dealers or retailers are not really completed, and the products are finally sold to consumers. Before the mobile phone products are sold to consumers, the mobile phone manufacturers have to insure the inventory of dealers and retailers for the whole process, which has huge inventory risks. Due to the fierce competition in the mobile phone market, mobile phone manufacturers have created unique full-program, nanny-style services to ensure the smooth flow of every link of sales channels. As an important place for consumers to know about products and realize their purchase, the competition among mobile phone manufacturers for mobile phone retail terminals has reached a feverish level. Manufacturers constantly compete for the position of shop headlights, counters, posters, promoters, rewards for retail store clerks and rewards for consumers. The terminal promotion methods are endless and dazzling, and all manufacturers have only one behavior at the terminal: to curb the meeting rate between other brands and consumers, and to strengthen the meeting rate and transaction rate between our products and consumers. In this era of integrated marketing communication and terminal is king, advertising promotion without high-altitude media can be done, but promotion without ground terminal is absolutely impossible. After the advent of 3G era, operators may dominate the sales of mobile phones, and mobile phones will be sold in the form of bundling with operators' network services. In the world, the business hall of operators will become an important battlefield for mobile phone manufacturers to win the terminal. 3G market is different from CDMA and PHS market. Many people think that CDMA and PHS are not mainstream technologies, and many powerful companies have not participated in the competition in this market, so the competition intensity is not very strong. The 3G market is different, and almost all powerful mobile phone manufacturers and domestic brand manufacturers in the world have to show their talents in this market. If Huawei sells its products in the way of big customer marketing in the past, it will be fine if it sells its products to operators. If it doesn't do channel marketing and terminal promotion, it will be overwhelmed by other manufacturers' terminal behaviors at the terminal, making it difficult to achieve final sales.
Huawei wants to gain a place in the 3G mobile phone market. On the one hand, it should enhance the awareness of ordinary consumers on Huawei mobile phone products and strengthen the pull of Huawei products on consumers. On the other hand, it must change the marketing mode of major industrial customers, strengthen the construction of marketing team, strengthen the terminal promotion ability, and strengthen the meeting rate and transaction rate between products and consumers at the sales terminal to achieve real sales growth.
According to the news released by the Consumers Association, mobile phones have become the product category with the highest proportion of consumer complaints over the years. Mobile phone products have become a hot spot of consumer complaints. Besides the quality of mobile phone products, the imperfect after-sales service system of some mobile phone manufacturers is also an important reason. As a manufacturer of industrial products, Huawei's users are mainly network operators, and its product audience is relatively narrow, and its after-sales service is relatively concentrated, which makes it easier to meet users' requirements. However, after it is involved in the sale of mobile terminals, it will face thousands of consumers, who are distributed in the vast urban and rural areas. In order to ensure that consumers can complete the after-sales problem quickly and smoothly, it is necessary to establish a perfect after-sales service system. If the after-sales service cannot be solved in time, the more products are sold, the more adverse effects will be produced. Huawei is still a new brand in mobile phone terminals. As a new brand, the first impression it gives consumers will affect the long-term development of the brand in the market.
the decline of domestic mobile phones in 24 was not only due to the lack of technology and quality, but also due to the lack of brands. Most domestic brands have no clear brand appeal to the company brand, and the company brand is vague, so it is difficult to have a good brand accumulation. With the progress of mobile phone technology and the constant deduction of fashion, various cultural values and connotations have evolved. All kinds of mobile phones show different personalities and symbols in the hands of different people, and people hope to express their unique personality needs through mobile phones. As a network equipment provider, Huawei is not familiar to ordinary consumers except some high-quality business people and white-collar workers. Among some people who are familiar with Huawei, Huawei gives people the impression of being a rigorous and serious professional communication engineer. Facing the increasingly detailed mass market, Huawei should not only convey the brand image of a technology leader to consumers, but also convey the brand appeal of fashion trends to consumers. Under the appeal of an overall brand, Huawei has focused on various market segments. Motorola's success lies in its successful brand transformation in the face of every market change. The first successful transformation of Motorola brand was in 1999. Before that, as a market leader, the brand of Motorola always gave consumers a traditional impression of attaching importance to technological breakthroughs? Engineering-oriented? Brand image, people who use Motorola mobile phones must be career-oriented and work-oriented consumers. With the continuous expansion of the market, the market demand has changed greatly, the consumer demand has diversified, and consumers' requirements for brands are getting higher and higher. In view of this, Motorola has given the brand a brand-new marketing concept, determined a brand-new target brand strategy, and launched the following four brands: ACCOMPLI, TIMEPORT, V.(V dot) and TALKABOUT, which respectively correspond to different target markets such as technology pursuit, time management, image pursuit and personal communication. With this brand segmentation, Motorola has been favored by more consumers. In 22, in the face of further changes in the market, MOTOrola worried that the brand would age again and changed its face again. Motorola used Moto again.