About 10 kilometers away from the urban area of ​​Shenzhen, Huawei rented an office building in Tianan Yungu, Longgang. This is the control center of Huawei's global consumer business center. Most of the major decisions about the mobile phone business are made here. A few years ago, Ren Zhengfei, under this order, wanted the mobile phone to move toward high profits and high-end directions. Huawei’s Qianjun Wanma began to turn to this goal. What is different from the imagination is that the office in Longgang Tian'an Yungu is not crowded with people. On the contrary, there will always be some empty stations at the desk. “They all went overseas for business trips.†The staff at the side told the interface journalist, “Today’s colleague who is sitting opposite you and laughing, maybe tomorrow, I will see him again in a city or village tens of thousands of kilometers away tomorrow. It’s been estimated that it’s been a few months.†In the past two years, a group of ideal Chinese brands have started a new wave of overseas journeys. WeChat and Alipay have taken root in the footsteps of Chinese tourists. A number of mobile phone manufacturers, including Huawei, have also begun to compete in the global market. Different from the labels of “low price†and “cottage†in the early years, this wave of mobile phone manufacturers is not trying to make quick money, but to really establish their own brand and let local people get rid of “Made in Chinaâ€. Inherent bias. Interface news reporters interviewed employees of Huawei mobile phones in various positions in Poland, South Africa, Russia, Thailand, etc. From the stories of these ordinary people, you may be able to read the hardships and persistence of Chinese companies in the global fight. "Now the weekly sales volume is half the target, you must find a way to solve it by June." On a Monday morning in March 2015, Derek, the national manager of Huawei's consumer business in Poland, was called to the leadership office when he arrived at the company. . This is the second month that Derek came to the Polish capital of Warsaw for mobile phone sales. Huawei's mobile phone has no improvement in the Polish market. Under the two mountains of Samsung and Apple, Huawei's market share is only 1.7%, including brands and channels. In the same period, Huawei's mobile phones were famous in China. With the performance of Mate 7, Huawei has laid a good foundation in the middle and high-end mobile phones and overall market share. “It’s just a fog when I first came here.†Derek remembered the situation two years ago. Derek is less than 30 years old, has a handsome face, likes basketball, and speaks to a strong northeastern chamber. It is hard to imagine that in the past few years, he has been involved in the overseas business of Huawei mobile phones in the United Kingdom and Finland. At the beginning of 2015, he was in Finland and had not had time to go home for the Spring Festival. He received a call to immediately send to Poland to re-launch the mobile phone business in Eastern Europe. At that time, Derek had not returned home for five consecutive years. Compared to the sparsely populated Nordic, Poland can be considered a big market. It has a population of 38 million, seven times as many as Finland, and an important country in the Eastern European region. It borders Lithuania and Russia in the northeast, Germany in the west, the Czech Republic and Slovakia in the south, and the Baltic Sea in the north. When I first arrived in the Polish office, Derek’s first feeling was: big, lots of people. When he first arrived in Finland in 2013, Huawei had only three people in the terminal department, and the desk was only arranged in a very small corner. He said that life during that time can only be described as "depressed". "No one even talks after work." After arriving in Poland, he felt so happy, because Huawei's headquarters in Northeast Europe is in Warsaw. He can see many companions. You can have dinner together and play together. However, in 2015, Huawei's mobile phone business in Poland was still very small. When you go to the local retailer to talk about cooperation, you usually get indifferent rejection. "Samsung's brand is better than you, we definitely sell their things." A local retailer said so. After hitting the wall, Derek and his companions began to change their minds. The consumer electronics market is not like the carrier business that Huawei is familiar with in the past. It needs to overcome one customer. The most urgent task is the basic capabilities of the brand, market and retail that need to be solved. "Huawei is starting to take shape after relying on Mate 7 in China, and we need to have an opportunity like this." Derek said that for the next long time, in addition to building basic retail capabilities, the team began to rack their brains. Think about how to detonate Huawei mobile phones in the market. In September 2015, Huawei waited for their tipping point in Poland - Bayern striker, Robert Lewandoffs. In Poland, people love vodka, and many people are proud of the famous musician Chopin. Of course, football is also a favorite of Polish nationals. Polish Lewan, the football golden boots that keeps five goals into five goals, is the hottest forward of the Bayern Munich club in Germany and the hero of the Polish people. Signing Lewan is an important turning point for Huawei mobile phones in Poland. The influence of this football star far exceeds Derek's imagination. However, it is a coincidence that it is possible to sign Lewan successfully. Although in Northeast Europe, Huawei determined the market strategy of using “local heroes†as spokespersons, it was originally intended to sign a small and famous band. After being "putted with pigeons" by the other party, Huawei and Lewan's agent accidentally got to know each other and hit it off. Huawei officially signed Levant as the spokesperson for Huawei's Northeast Europe brand in September 2015. In the following months, Huawei's mobile phone market share in Poland jumped from 8% to mad, and reached 20% in December. The numbers are almost the same as those of Samsung. "At the time, some people even called Huawei a Lewan mobile phone." Derek said that Huawei filmed the inspirational story of the growth of this star as an advertisement, and the theme is also very compatible with Huawei's brand culture. The commercials began to spread in multiple channels and the fermentation began. In addition to the user's talk, the most intuitive feeling is that the attitude of the partners has also changed. At a Lewan meeting, a former arrogant retail representative strongly urged Derek to give priority to the goods. "I joked to him and said that the price of your goods is too low. I want to sell the goods to people with higher prices. He actually said that as long as the goods are delivered, everything can be discussed." Talking about the changes in the attitude of the retailers before and after, Derek Very proud. Derek concluded that there are three main ways to increase the sales of mobile phones after he came to Poland: one is to open up the sales channels of the partners; the other is to choose the "P9" star product to expand; the last is Lewan's endorsement Detonated the market. Lewan's endorsement is only a case. The implementation of the “local hero†strategy has helped to enhance Huawei's popularity and brand in Northeastern Europe. Its popularity has increased from 62% in 2015 to 84% at the end of 2016; its market share has also jumped from an average of 2.6% in 14 years to become the first regional market in which Huawei's first overseas market share exceeded 15%. After the most difficult period, Derek began to adapt to life in Poland. Although the work is always busy, he can play basketball on weekends, drink some wine and watch the phone. During the holidays, Derek's wife went to Europe to visit him and travel by the way. Life and work are repeated, but there is boring but substantial. Occasionally idle, the 30-year-old guy will also think about his choice: "I came to Huawei when I graduated. Sometimes I think, is there a better chance outside? But now the feeling is, I feel that I can’t leave China." Huawei's struggle culture has made Derek a self-sufficient sense of belonging. Of course, because of its good performance, the rapid improvement of rank and treatment has also made him feel very fulfilled. 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