First of all, Huawei is a company and a leading provider of information and communication solutions in the world. In recent years, the investment in personal consumption business (including mobile phone industry) has been gradually increased. Huawei Glory is just a series of mobile phone brands of Huawei.
Second, Huawei mobile phones are part of Huawei enterprises. With its strong scientific research strength, brand strength and good relationship with operators, it has achieved good sales performance. However, in Internet e-commerce, Huawei Glory is only sold online. Online sales, launched the glory 3C, these are online and offline sales, not independent of Huawei brand.
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Huawei has been carrying out dual-brand operation in the mobile phone product line. Huawei's brand positioning in the middle and high-end market and advocating the "stupid bird spirit" are the scientific and technological trends of young people. At present, Huawei brands are divided into Mate series and P series, which have already had the double word-of-mouth effect of business and fashion. Glory brand is divided into glory series and glory V series, one focuses on fashion and the other focuses on ultimate performance. From the perspective of products, Huawei emphasizes the tonality and quality of design; Glory is bold exploration and innovation. From the perspective of the market and consumers, the products of Huawei brand and Glory brand will cross and compete in price, but they are more complementary.
With the help of HONOR brand, the mobile phone sales of Huawei and Glory brand increased by 5 1 times in seven years, and the shipments in 20 17 years reached 654.38+53 million units. According to GFK's data, the current market share has ranked third in the world and is close to second. From the brand level, the Ipsos 20 17 brand survey report shows that Huawei and Glory ranked first in the country in terms of customer satisfaction in 20 17.
As a brand for young people, most of the honorary consumers are Internet aborigines, aged around 18-34. On the one hand, consumers in this age group are easy to accept the latest technology and are brave early adopters; On the other hand, it is also a trend leader, pursuing individuality. Huawei applies GPU Turbo technology to glory for the first time, which obviously conforms to the characteristics of glory products and meets the consumption needs of young people. On the whole, glory's leading position in the adoption of new technologies is directly related to consumer groups, and it also fits the differentiated brand positioning.
From the outside world, glory products are the experimental fields of Huawei products. After the glory, Huawei products will mature new technologies and then promote their application. This "brother" combination relationship has become the business inertia of Huawei terminals. It is this "brother" combination that has made Huawei's terminal business today's achievements and status.
The dual brand positioning of Huawei and Glory was originally a defensive strategy. Xiaomi mobile phone, founded on 20 10, has created a new battlefield for Internet mobile phones with the development of e-commerce. At that time, Huawei terminals were still promoting "sea tactics", and 50 or 60 mobile phone products were launched a year. Offline channels and operator channels still dominated. Facing the opportunities and challenges, the glory brand positioned as "Internet mobile phone" was officially born in 20 13, which opened a new chapter in Huawei's consumer business.
Looking back at the mobile phone market at that time, "China Cool Alliance" was still strong, but many new players such as 360, Meizu and Nubia also entered the market, including OPPO and VIVO, which rose later. The glory of "stupid birds fly first" helped Huawei seize the mobile Internet, opened up new channels for e-commerce, and launched the dual-brand strategy of Huawei and Glory.
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Xinhuanet HONOR launched "very scary technology". Huawei and Glory are getting better and better.