Calculate come down osculatory China has had 20 years of time for the company today, among them China of the impression in major while is is a company of operation business equipment that faces B end all the time. 2012 China roll out P series mobile phone first to be on CES and MWC, begin to face the has a brand oneself way of consumer. Say honest, many people are at that time not quite when one and the same, dozens those who think to just perfect type is small small be troubled by just, won't right China to have too big change. However, 7 years are lain between when, look again China bed brand, had been the change like world-shaking, china for already from one is the well-known company level trademark inside industry group and professional group only, grow to be in for the whole nation and even whole world the consumer brand of famous, china it is a likelihood to become impossible again, body reveals the particular vigor of Chinese enterprise.
Link reward of give oneself airs, china for brand force double wins promotion
On May 9, peak of zoology of electron of consumption of cat of day of the 4th TES can be in Hangzhou Yun Qi is small the town is held grandly. Peak of the modes of life and relation to their environment that provides force quite as consumptive electron industry industry is met, this second peak can issue 6 large award to commend in all the surveyor's pole brand with superior performance of on one year, china take for the mobile phone " award of brand of optimal person energy of life " and " award of optimal growth brand " two large award.
Regard home as the biggest mobile phone tycoon, china for annual bear the palm countless, but the large award of of reinforced material that this TES peak takes on the meeting is very different, main body contains Troy to go up now. Its sponsorring just is China's biggest electric business platform Alibaba, weigh authority especially, as we have learned, this second peak is met the choose index of decide on awards through discussion is extremely severe exacting, every award what should pass 100 multinomial index is layer upon layer choose, award assess also is it is a basis in order to consume data of choose and buy and evaluation of user public praise.
This peak of TES of 2019 days of cats meets hold before attracting brand of more than thousands of whole world, will participate in, and the broad consumer that selection foundation is day cat actually -- sheet was 2018, the 400 million customer that has 215 countries and area comes day cat buys consumptive electron product -- TES large award is equivalent to is these consumer the award that with the foot voting choice comes out.
Below such setting, china obtain peak of day cat TES to meet for the mobile phone " award of brand of optimal person energy of life " and " award of optimal growth brand " , warn the world again, china to had become China most the consumer brand of widely known.
In fact, peak of day cat TES is met the large award of of reinforced material that go up is not China be in for the brand the exclusive halo of the near future. 3 days are in before this on May 6, by WPP and triumphant degree release jointly " BrandZ2019 year a value China brand 100 strong " on the mobile grand ceremony of pop chart, china fell to still be taken " top end Chinese brand " award, the science and technology that makes first bear the palm kind brand.
If say large award of day cat TES is electric business platform,through selling behavior actually big data is singled out, so sheet of BrandZ a list of names posted up was to represent another dimension to spend right China the evaluation that is a brand. Be worth a rank as the brand appraise that is a foundation exclusively with consumer viewpoint, the market data statistic that the rank of sheet of a list of names posted up of BrandZ joined Peng rich company and whole world interview of many 370 consumer, more than 166 thousand when cover 50 many markets different brands -- the viewpoint of the 1100 many brands that include to come from consumer of nearly 290 thousand China to involve 75 categories, group of WPP of the person that its are sponsorred is the biggest transmission group on the world.
2015, china head selected whole world provide value brand a list of names posted up most 100 strong, brand of domain of line science and technology ranks the 16th, at that time already very astonishing, but arrived 2019, china the 6th when be sheet of total a list of names posted up to had risen, add this " top end Chinese brand " award is science and technology kind the brand obtains this special honour first, china the comprehensive strength that shows for the brand is surprising.
In fact, show according to the report of IPSOS, trademark of whole of Hua Weiquan ball is well-known 2018 degree achieve 86% , brand consideration spends global consumer to had come from the 44% promotion 2017 46% ; The user recommends an index (NPS) rank 3 years continuously in China the first, in 8 abroad keys such as Germany, Italy, Spain, Russia, polish, Mexico big country is ranked before 3.
The shortest time makes brand of world famous consumer, china how is be accomplished?
Taste card value to seek advice from company BrandFinance to release in British authority " the whole world provided value trademark year to report most 2019 " ((on Brand Finance Global 500 2019) , china be evaluated to be sixty-two billion two hundred and seventy-eight million dollar for brand value, relatively on year appreciation is as high as 63.7% .
This is very infrequent growth rate inside limits all over the world, so China is be after all how accomplish? Very apparent, china although also putting in advertisement to consumer market,be, but well-known, the growth rate that its advertisement puts in far the growth rate of force of brand of be not a patch on, china promote considerably to taste what list price is worth, it is the result of join forces of each respect element rear, and specific can observe from tripartite face.
One of, it is to come from China the management that is pair of products. Hold to quality preferential, carry out the requirement of consumer and expectation China bed whole value catenary, touch the acknowledge that amounts to an user and inner affection thereby, this is China the essence that is management brand. And specific reflect in China it is to can be rolled out ceaselessly on quality and integrated user experience the product that exceeds user expectation, make consumer clear the change that enjoys science and technology to bring the life and fun.
2019 first half of the year, right China promote contribution for the brand the biggest is China for P30 series. This product came true to span on photography force type upgrades, processor of revolutionary brand-new and sensitive component, picture signal and nerve yuan cooperation of network unit nicety, present extremely outstanding photograph and video to film ability. Depend on excellent photography force, be in China after holding first place of DxOMark pop chart to be as long as one year for P20 Pro, china for P30 series once more refresh DxOMark notchs record, achieve the result that always divides 112 minutes. China on April 11, 2019 for P30 series the line on home market line leaves synchronous put on sale, the data that basis China gives out for store government shows, open carry out 10 seconds, be in only China the sale that is a store was broken through 200 million.
Particularly crucial is, p30 series is not China explode for what encounter hard for years paragraph, china the strong product that can roll out similar P30 series each years to be in, ceaseless aggrandizement is worn consumer is right China the acknowledge that is a brand.
No matter be P series or Mate series, china the largest window that is product of mobile phone flagship is technical innovation, and the backside that the technology innovates, it is China to come for years continual to research and development a huge sum is thrown.
2018, china exceed 80 thousand to be engaged in the personnel of research and development, hold company total number 45% ; Expense of research and development is a RMB 101.5 billion yuan, 14.1% what hold gross earnings about, grow 13.2% compared to the same period. 10 years investment of accumulative total research and development exceeds a RMB 485 billion yuan. According to the European Union the report shows, china for investment of research and development exceeded malic company to rank the whole world 2018 the 5th.
Secondly, come from Yu Hua to be to with " it is a center with consumer " the success of transition. That is to say, hua Weijiang strong market behaves backside, still have the service consciousness of deep ploughing market, and " it is a center with consumer " viewpoint of value.
The technology is China bed gene was accomplished China for, but not be however China the only reason that succeeds for consumer business. In fact, since after labelling terminal consumer main user, china change tremendously to happened, it not only have good actual strength, at the same time successful compose builds a soft actual strength, come down for years, it is besides science and technology, the posture of consumable brand business with even if and celebrated whole world is compared, go up in the brand, on affection, going up with user communication ability, on outer view design, go up in tendency of the day, not weak force, these is in China can get confirming on communication capacity of bed advertisement level and style; And it is besides hardware, china go up to making zoology of full-court scene life, user, line get offline cloud of shirt-sleeve, terminal serves a field, china for more assuming also than each big Internet company color.
Anyhow, it is a complex framework, brought up China for today's success.
Last year November, china for consumer business Zhu Ping of president of big China division is in " China humanness " went up to ever published an article, basically told China rise abruptly gradually in home for these a few years a few reasons that do not note for the person, and core is Hua Weiru He Xiang " it is a center with consumer " transition, in a few years short between fill when going up to just was entered short board, walk out of the road that a brand-new 2C changes.
In the course " it is a center with consumer " after changing, china appear on the market to had become to get offline to the line field, right new retail, right youth, convection is travel trend, right the company with the sensitive height such as vogue and art. Go one year, china to be in focusing of exert oneself of day cat platform is young the market, be based on extensive young group and female group, have the aid of is super brand day, small a series of sale items such as black box, the high speed that realizes brand consumer assets grows, brand annual search recommends exposure to be amounted to 2.63 billion times, taste search person energy of life newly to maintain continuously the first. In addition, use day cat big data, china understand thoroughly consumer demand for deepness, promote consumer operation capability continuously, 2018 China to mobile phone industry was created in day cat small black box tastes a hair record newly, sale of mobile phone industry double 11 Anzhuodi one, double 12 industries the first, add fast lead an industry.
Thirdly, china bed brand force still comes from China the zoology strategy that pushs to last. China bed brand is not to build on some money or some a few products, build however on zoology of one whole product, china the square respect range that covers wisdom life for the product opportunity below the brand. China to have all the time " the intelligent world that compose builds interconnection of everythings on earth " wish scene, have now advocate full-court scene wisdom to live energetically. This year April, china the channel peak that to first time the whole audience was held in Shanghai Jing Zhihui lives is met, adumbrative China lived full-court scene wisdom 2019 to will be in solution be born.
China for the whole audience that offer Jing Zhihui lives the strategy, be it is a center with consumer, the service of consumer of base oneself upon and experience, with the technology innovation and zoology respect cooperate with drawing consumer. Full-court scene includes a mobile telephone merely no longer, however " 1+8+N " . The mobile phone is among them " 1 " , 4 big screen enter the mouth (engine of flat, PC, HD, car) as big as 4 blame screen enters the mouth (AI sound box, earphone, VR, apparel) be among them " 8 " , n is extensive IoT hardware form China for HiLink zoology, the wisdom that ability of together with HiAI brings is changed, formed together China strategy of bed life of full-court scene wisdom.
Can be imagined, be brought into when consumer China after bed full-court scene wisdom lives, right China will arrive deeply for brand impression what degree.
China ascending a top for the brand is not impossible
In the Dawosi at the beginning of this year on world economy forum, brandFinance of advisory company of value of British authority brand was released " the whole world provided value trademark year to report most 2019 " (Brand Finance Global 500 2019) , judge gave this year whole world a list of names posted up of 500 old brands is odd, china to rank dozenth name, these 12 enterprises are ordinal it is respectively: Book of Yamaxun, apple, Gu Ge, Microsoft, SamSung, AT&T, face, Industrial and Commercial Bank of China, Weiruisen (bank of construction of Verizon) telecommunication, China, Woerma, China for.
See these 12 companies carefully, if the word eliminate of a few services that provide Internet service, banking service, retail service and telegraphic service company, sell the brand company of the product truly, remain only apple, SamSung and China for, also the 3 big tycoons that just is course of study of global mobile phone.
This also goes out from report of a flank actually, 3 big tycoons are in future the competition on the brand, probable meeting depends on the competition of mobile phone market.
Now China be determined for what go up in mobile phone market very as big as confidence, prospective China accomplishs the world for share of mobile phone market the first already was not Yao to cannot be reached.
And arrival of this day, course of study of the state-owend enterprise in be being meant probably enters a whole world the arrival of opportunity of the first brand.
