Going out is the opportunity! The current Huawei has begun to sell products from selling programs and services, from the dedicated property to the tree brand, from non-mainstream to the list of mainstream equipment providers.
Guo Kaisen / article
The 24-year-old since this year, only had the opportunity to scratch the big beard that has been storied in the year before July 8th, Bangkok, Thailand. After two years, Xin Wen has graduated from Huawei to do business in Saudi Arabia. Despite long-term embarrassment, there is less recreational event, but since Bangkok is still rarely going out to go shopping. Because he is never a leisure vacation this time, he must accompany the Huawei's important telecom operator customers in Saudi Arabia.
From July 8 ~ 9, a ring tapest international seminar participated in more than 40 operators from 25 countries and regions was held in Bangkok, Thailand. In this "case learning" activity, Huawei dispatched the market personnel in all countries, and an important task is "personal" to accompany the operator customers in the country to conduct a "learning business travel".
When Huawei is doing an international market, the traditional copy of the relationship between customers in China has been paid to a wider client circle and higher levels of market model. Xin Wen is only one of the many executives of Huawei's strategy.
Copy domestic experience
"China's telecom market is huge, and it is a strong international competitor. It can be said that competition is very intense. Therefore, the experience of Chinese market to play crawling can provide rare experience to China as the international market." In 1996, he began to remember Fei Min, an executive vice president of Huawei, who expanded the market in Russia.
Huawei is a business that is good at learning, is also a company that is good at copy experience. Huawei's development in Thailand fully illustrates this.
In 2000, Huawei just entered Thailand, I hope to sell GSM related equipment in Thailand. However, the Thailand mobile communication market at the time, the GSM network has been almost all of them have been made by several large equipment in foreign countries. Huawei can only do some marginal network supplementary solutions, a bit similar to that can only drink the remaining soup after someone else eat meat.
Huawei is of course not willing. After careful analysis of the situation, Huawei believes that entering the beginning of Thailand, a bit similar to Huawei is the status of China's mobile communications market, so domestic innovation experience can help open the Thai market.
In 2000, China has signed a smart network contract worth 800 million yuan, China Mobile Intelligent Network has developed to a capacity of nearly 30 million households, and the first phase of the project is moving more than 150 for China. The city establishes short messages and other intelligent network services, focusing on expanding prepaid, Shenzhouxing business. Huawei realized that this successful case can be copied to the cooperation with Thailand mobile operator AIS.
At that time, Thailand's AQA is facing a market situation that is similar to China Mobile: Although it has 1.8 million users, the second largest mobile operator DTAC followed, the competition began to fierce, and the new business promoted the number of users. Huawei started from making the trial bureau, convince AIS to put into the intelligent network construction, and built a smart network within 45 days. Within 5 months, AIS recovered investment, AIS had a preliminary trust in Huawei; because the number of users developed very quickly, the smart network of AIS every 3 to 5 months is expanded once, Huawei's solution helps AIS implementation Rolling development. And, in order to more local tourism, Huawei quickly helped AIS to open a gaming business on mobile phones. In the event of more than 3 years, the number of users from AIS has developed from 2 million households.
From AIS, Huawei has established a business market with other telecom operators in Thailand. The Thai market has also become the second largest market overseas, with more than $ 100 million.
From 吆 吆 到 咨询 营 Marketing
More overseas market expansion, it is better to work with Thailand AIS.
Huawei began to expand the Russian market in 1996, starting a few years due to the Russian macroeconomic economy, ruble depreciation, President Putin began to rectify the economy, some international telecommunications equipment manufacturers withdrew from the Russian market due to short-term benefits . However, Huawei insisted and seized a new round of procurement opportunities in the Russian Telecom market. After 8 years of crouch, it became the leading telecom brand of the Russian market. In 2003, China achieved more than $ 300 million in Russia and the surrounding CIS market, and 90% of the Russian branch were from the local area. Some internationally old telecom operators are very high for equipment vendors, and the requirements for brands are high, and the British Telecom is typical. Since 2002, British Telecom has conducted a 2-year certification for Huawei, and then Huawei entered its "eligible supplier short list", so it was eligible to enter the British telecom bidding process. During this period, the Chief Technology Officer of British Telecom came to Huawei, the UK's procurement group, responsible for the technical CEO, the leadership and regional leaders of the company, almost all of the Huawei was investigated. After a full-scale certification and examination of Huawei's abnormalities, Matt Bross specially speared at an international conference, and it is believed that "do not choose Hua Yichang will be a mistake", Huawei enters the British market.
"From 1996 to 2000, we have to participate in dozens of international top exhibitions each year, and a chance to show yourself on the international stage. Beginning in 1995, we went to Geneva to see ITU's exhibition, 1999 The year is the exhibition of ITU, and in 2003, when I participated in the ITU exhibition, I leased a 505-square-meter booth, and became one of the largest manufacturer exhibition halls at that time, this is shocking to Western telecom operators. "Long-term responsible Huawei Li Jie recalls the publicity of the international market.
In China, Huawei is very small and advertising in the media. However, in the international market, Huawei is active. "We need an appropriate sound in the international market, need to let others understand Huawei." Basically, the Chinese president of the media is correct, even for the subordinates, should accept international media interviews, let the world know a real Huawei.
On the one hand, Huawei continues to use the opportunity to speak in the International Exhibition and Forum, strive to participate in international standards and participate in the development of international standards, and compete with the international competitors, to express their voice, let others hear Huawei to the network Understand, understanding the next generation of network, understanding 3G, understanding future telecom development, understanding of the industry. On the other hand, Huawei also organizes its own customers to receive experience together. For example, in April this year, in Brunei, NGN in Brunei, lectured in Bangkok in Bangkok, and will go to Brazil to speak in September. Through this form of scene, customers learn from each other and improve them together. Huawei begins with a simple drink to provide customers with consulting marketing.
The higher level of internationalization is the internationalization of the brand. In 2000, China launched a brand plan called "Oriental Silk Road" in Hong Kong. The main content is to bring Huawei's global potential customers, through the opportunity to participate in the ITU exhibition in Hong Kong, please go to Shenzhen to visit Huawei. Since 2004, Huawei has started a brand plan called "Oriental Express" in Europe, which emphasizes "To let customers see, the experimental bureau provides a solution", the effect is more step. It is reported that in the second half of 2004, Huawei intends to cooperate with an internationally renowned company to conduct a comprehensive assessment and planning for its own brand, preparing for building an international mainstream telecommunications manufacturer brand.
Walking out is the opportunity
It is a chance to go out, this is a simple and simple truth, but the hardships, efforts, courage and perseverance are hard to experience.
In 2003, the Gartner Asia Pacific Vice President Robin Simpson warned domestic telecommunications manufacturers in the report: only relying on the domestic market, it will be dangerous in the future. Because there will be no telecom equipment companies in the regional market, all telecommunications equipment companies must be international. In fact, as early as 8 years ago, when I judge the international market, I fully realized similar judgment with Gartner, which also reflected the forward-looking and strategic vision of the company's leaders, only fewer people did notice.
Huawei started in 1996: doing the international market, breaking through the switch and transmission equipment, in 1998, entering the access network business, each step has not forgotten the successful business and product of the domestic market to try the international market. At first, Huawei grows slowly overseas, and even met many difficulties. However, under the strategy of "International Rejecting Opportunia", Huawei has finally made a substantive breakthrough: 2002 Huawei harvested 552 million US dollars in the international market, 2003 became $ 1.05 billion, this year will be realized $ 2 billion in income. Some international consulting agencies believe that by 2005 Huawei's overseas business will accounted for half of the total turnover.
In the mid-1990s, when planning the "Huawei Basic Law" with the professor of Renmin University, Ren Zheng did clearly proposed that Huawei made an international company. At that time, many people thought that Huawei was an idiotic dream. In 1997, Huawei did indeed because of the highlights of the international market, from 1999, China's overseas business revenue accounted for less than 4%. However, in 2001, domestic telecom operators were split, and the judgment of Xiaolingtong's judgment mistakes. When Huawei faced a major dilemma in the history of enterprise development, the rapid growth of overseas business became one of the key factors of Huawei to go out of telecommunications. "This is a Chinese telecom enterprise that falls and re-climbed."
An internationally renowned telecom analyst is said.
The bright performance of the overseas market, there is a lot of silent preparations. According to Gartner's statistics, Huawei's most divergent in the telecommunications industry has been investigated by 17%. This ratio is higher than Nokia, Alcatel and Cisco. It is Huawei's long-term reserves in R & D and technical, and has made a solid backing to overseas.
In India, Moscow, Russia, Moscow, Huawei, a large number of hired local people to develop; in the US Silicon Valley, Sweden Stockholm, Huawei combines localization research and development and company-level research and development, thus built their own core competitiveness. It is a thousand technical patents every year, Huawei can be equally negotiated with the top suppliers (such as IBM, HP, Sun, Microsoft, Intel, Ti, etc.), and jointly establish a joint laboratory and develop the most advanced products. .
In the internal system and management mechanism, Huawei strives to be in line with international. Since 1997, Huawei began to introduce international famous enterprises to manage consulting, such as introducing IBM to manage consulting, introducing HAY's systematic design, introducing the German National Application Research Institute (FHG) to do quality management consultants, hire Puhua Yongdao (PWC) does a financial advisor and hire KPMG to do strict audit. Huawei is currently ongoing, is to carry out structural reorganizations, is divided into 8 partitions horizontally according to the region, and regional presidents and horizontal management systems are set up, and everything is operated in accordance with international standards.
A report of Gartner believes that the main advantage of the success of Huawei in the international market is still a low cost and low price. Future, good service, localized organizational strategies and rapid response mechanisms should be the core competitiveness of Huawei.
Indeed, Huawei's overseas business increases nearly 100% per year. In 2005, overseas business income is expected to account for half of the total turnover. In 2007, Huawei's overseas market will occupy 60% of China's total turnover, and the international market People will exceed domestic market income. During this process, Huawei must also think - a Chinese local company, what kind of tension is there in the middle of the internationalization process, how does it reflect character? How to improve the brand, how to go to real multinational companies. It is not good to do it in the international market. Huawei has begun noticed that it is more important to go to the international market to form your own characteristics and brands. Huawei has formed a quick response brand in the international telecom operators: Huawei has developed a number carrying business for Hong Kong's fixed-network operators with 3 months, the same business, European old equipment, formerly spent It has not been completed for 6 months. Huawei has completed the installation, testing and operation of the smart network in Thailand for AIS in 45 days, which in the view of foreign telecommunications equipment, usually at least half a year. Huawei's delivery cost and delivery efficiency began to form a good reputation in the industry.
Chinese companies need strong financial strength to support the internationalization of internationalization. From the absolute number, whether it is market promotion, research and development, investment, and manufacturing, Huawei and Siemens, Motorola, etc., there is no doubt that there is a significant gap. Huawei is currently preparing for the restructuring and listing work, which is undoubtedly also provided another "acceleration" for its international roads.
Huawei prepares the list of listed in the industry, and there is a US giant's level of investment funds and consortium, face or write to Huawei market staff, letting him tell the management, the US fund manager is waiting Huaishi listing, Although there are now many Chinese companies are doing things, they are most interested, it is Huawei!
