Glory benchmarking apple, you have to win ov first
2022-04-20
After leaving Huawei, many people were not optimistic about Zhao Ming and glory, but in fact, glory quickly rushed to the second place in the domestic market share in the fourth quarter of last year. On the Jingdong platform, magic4, which will be sold on March 25, ranks fourth in the list of Jingdong mobile phones with 4000-4999 yuan. 19000 people have bought it, and ranks fourth in all price segments of tmall. The sales of these two platforms have reached 145 million. According to the statement of glory three months ago, offline sales accounted for 70%, and magic4 sales reached 480 million. On April 22, glory magic4 pro and supreme edition will be available on the whole platform. Magic4 as like as two peas in Barcelona, is the first to sell its first sale overseas and then return to China to see the top atmosphere in the world. The first is the first time in Barcelona. Glory inherits the essence of Huawei in terms of channel, marketing strategy and even product concept. At present, the market strategy adopted by glory is very clear. It mainly grabs the market share of oppo and vivo after exploring apple and stepping on Xiaomi to earn enough traffic. Market share is climbing fast but not full Whether it is the whole year of 2021 or the fourth quarter of 2021 with a market share of 17%, glory has not fully recovered. According to IDC data, glory market accounted for 11.7% in 2021. A slight increase from 11.3% in 2020. However, based on the performance of the whole 2021, the glory has not returned to its original level. What was the level before glory? In June 2021, at the glory 50 press conference, Zhao Ming revealed that the omni-channel market share at the peak of glory was 16%. Before Huawei was blocked by the United States, according to Sano's data in December 2018, glory's market share was 14.2%. Therefore, glory's overall market share of 11.7% in 2021 has not yet returned to the original level. There are also reasons. According to the statistics of counterpoint in the figure below, we can see that the market share of glory in Q1 and Q2 decreased significantly in 2021. It soared to about 15% in the third quarter and 17% in the fourth quarter. It can be seen that the first and second quarters of 2021 are the first two quarters of glory's development. Glory does not operate normally until the third quarter. Therefore, the overall performance in 2021 is lower than that before the restructuring, which is dragged down by the first and second quarters. "In fact, glory really started to do it completely independently from the third quarter of last year. Before the end of the second quarter of 2021, they haven't really released new products independently." Li Mingda (a pseudonym), a senior person in the mobile phone industry, said, "in the first and second quarters, some conversion work of glory has not been completed. The real volume of goods began in the third quarter. Glory officially began to release new products and began to sell in volume." This well explains the extremely low market share of glory in the first and second quarters. It can be said that 15% in the third quarter and 17% in the fourth quarter are the real speed of glory. The 17% market share, which exceeds the 16% market share at the peak of glory, does not mean that glory has returned to its past glory. Because of the decline in the mobile phone market, Huawei's high-end machine market was quickly divided up in 2021. According to IDC data, oppo increased from 17.4% to 20.4%, vivo from 17.7% to 21.5%, Xiaomi from 12% to 15.5%, and apple from 11.1% to 15.3%. On average, the market share of apple, Xiaomi and ov increased by an average of 3.6%. The highest 16% market share of glory is on the premise that Huawei occupies the high-end machine market. Considering the gap in the high-end market left by Huawei in 2021, the market share of manufacturers such as Xiaomi has increased by an average of 3.6%, 17% in the fourth quarter of glory, which is not so high compared with the past 16%. Undertake Huawei Technologies and channels to regain some markets In December 2021, when launching glory 60 series, CEO Zhao Ming said in an interview that glory's offline retail system, including special areas, counters and authorized experience stores, has totaled more than 30000, and offline sales account for more than 70%. According to this data, glory has achieved the goal of opening 30000 + offline experience stores and special counters by the end of 2020. 3: The proportion of 7 also exceeded the 4:6 plan at that time. Before Huawei was blocked, according to Huawei's positioning, the channels of glory were mainly online. Therefore, there were not many offline channels of glory. Therefore, the news that glory announced the expansion of 30000 stores still shocked the industry. "Glory is equivalent, so I took a legacy directly from Huawei. This legacy, first of all, is the channel." Li Mingda said, "after being blocked, Huawei has a survival strategy, that is, to retain online and some large business channels and give up small businesses. Large businesses have the value of maintaining the brand image. Small businesses are some channels in prefecture level cities and county-level cities. Anyway, Huawei's products can't survive, so let glory take over. In terms of the caliber of shop assistants, there is a certain guiding strategy of Huawei's brand." In fact, we can also draw a conclusion based on common sense. Offline stores don't open overnight. According to the number of 30000 announced by glory, even if 1000 stores are opened a month, there are dozens a day. To open a store, in addition to negotiating with merchants, site selection, decoration and mobilization are linked one by one. Generally, the time will not be less than one month. When you go to the mall, there are more uncontrollable factors. You have to sign a contract with the mall and have a suitable location in the mall. Sometimes you have to wait until the last shop expires before you can start decoration. "You think, the glory of tens of thousands of channels has only been two quarters since the third quarter of last year. This speed is impossible. There may be new channels, but few." Li Mingda said. In addition, glory has also undertaken part of Huawei's technology R & D team and integrated some Huawei Technologies in the mobile phone field. This gene directly gave birth to the glory magic series. For this reason, glory launched magic3 last year, which directly adopted the ring lens and hit the face of Huawei mate series. "Glory mainly occupies the price range of 3000-4000, which is very dominant. This is also their existing advantage, and they have also robbed a little of the market of Xiaomi. They rely on the glory 50 series, which is a little higher than before. Magic is not in this price range." Zou Jie (pseudonym) is a mobile phone channel provider in a city in East China. According to his analysis, glory has faults in other price segments. "For mobile phone manufacturers, 1000-2000, 2000-3000. They need to occupy pits and arrange troops in all price ranges. More than 6000 is Apple's absolute market. 5000-6000, Xiaomi occupies a place, but it is less than a fraction of apple. But at 4000-5000, Xiaomi accounts for the highest proportion except apple. The market of 3000-4000 has been won by glory. The price of 2000-3000 has become Xiaomi market again. 1500-2000, 1000-1500, which is Two price segments, one is taken away by oppo and the other is taken away by vivo. " Huawei's legacy has failed to make the glory come true in the field of high-end mobile phones. Magic3 with a price of 4299, which was listed in August 2021, ranks 27th in JD's sales list at the same price, and 55000 people have bought it. Similarly, 63000 people have bought the iqoo8 pro of vivo, which was also listed in August 2021, and 155000 people have bought Xiaomi mix4. Huawei P50 also sells more than magic3. Both Xiaomi 11 and Huawei Nova series have sold more than 500000. Exploring apple and stepping on millet, glory robbed the OV share However, making high-end machines is the slogan shouted by Zhao Ming. Based on this positioning, glory has also adjusted its publicity strategy. Magic4 as like as two peas in Barcelona, the first glory of the HUAWEI is the same as the one of the year, and it is the top selling atmosphere in the overseas market. Zou Jie said that expanding overseas is also the goal of glory this year. In addition, in terms of publicity strategy, glory has also been adjusted. The basic strategy is to explore apples and step on millet. Based on the high-end positioning strategy, glory was released in the open and began to directly match apple. The same is true for official statements and press conferences. Not long ago, at the press conference of glory magic4, Zhao Ming compared Apple's data. "But in some unofficial communication, glory is still stepping on Xiaomi. Because the traffic on Xiaomi online is still highly concerned." Li Mingda said. This is undoubtedly a realistic choice to impact the glory of medium and high-end. Benchmarking apple in the open can enhance the brand image and help the offline sales of products. Online PK Xiaomi can bring some traffic and improve online sales. Li believes that when glory raised funds last year, the valuation was based on the market value of Xiaomi at that time. Offline, glory mainly grabs the OV market. Although the market share of OV, Xiaomi and apple is increasing in 2021, the first half and second half of 2021 are a little East and West. The ebb and flow of OV and glory is obvious. As can be seen from the above data of counterpoint, in the first and second quarters of 2021, the average market share of OV is above 20%, while the market share of glory is in single digits. However, in the third and fourth quarters, especially in the fourth quarter, the market share of glory came to 17%, and the market share of OV fell to less than 20%. Xiaomi has been stable at around 15%. "This is actually very easy to understand. Because the offline market behind glory began to make efforts to PK directly with ov, while Xiaomi's offline has not been as strong as online, so it doesn't feel much offline." OV has always been far ahead in the development of offline market. The industry has always believed that ov has more than 200000 offline stores. However, due to the deep binding between OV and channel providers, there is an interest game between provincial agents and local big businesses, which also gives an opportunity for glory. Glory related personnel privately told Lu Jiu finance that glory will accelerate the layout of channels in tier 4-6 cities in 2022. In November 2020, at the farewell party of glory, Ren Zhengfei hoped that glory would fully embrace global industrial resources, establish relations with suppliers as soon as possible, surpass Huawei and defeat Huawei. CEO Zhao Ming has been emphasizing on various occasions that the goal of glory is to "impact the high-end, benchmark Samsung and apple, develop self-developed technology, expand product categories and sales channels, and become the first in the world in their own core business areas". In a word, one year after the return of glory, we basically recaptured the existing market and maintained the old advantages, but we still haven't made a big breakthrough in high-end machines. Xiaomi and ov have launched image chips, and the glory is still blank in this area. In terms of channels, the level of 30000 is still not comparable to the OV of 200000. In addition, glory also faces the problem of further financing. Zhao Ming's 2022 is destined not to be calm. (Xinhua News Agency)
Edit：Li Ling Responsible editor：Chen Jie
Source：liujiucaijing69
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