Give me seven years, and I can be number one in the world.

Knowing Huawei Photovoltaic began seven years ago. 20 12 years, I was still in an inverter company in the photovoltaic industry. One day, I heard the person in charge of product planning report to the president of the company, "Huawei has also started to make inverters and will start selling them next year." The boss who doesn't smoke often lit a cigarette.

In 20 13, Huawei began to make some moves in the industry, and industry summits were often exposed. On one occasion, at a summit forum in Shanghai, a dozen men wearing suits, ties and shiny shoes came to the venue on a hot day, all commanding and full of ambition. When I read the registration list, I found that they were all Huawei's. At that time, in the photovoltaic circle, whether meeting customers or attending the summit, the dress was more casual, and Huawei's appearance was particularly different. What is even more curious is that at that time, the frequency conversion companies in the industry basically sold boxes. Inverter is just a DC-to-AC device, and people talk about high efficiency and low failure rate most. Huawei put forward a concept called "smart photovoltaic" in the industry, claiming that integrating its leading digital information technology, 4G wireless technology and Internet technology into the photovoltaic industry can bring "higher income, intelligent maintenance, safety and reliability" to customers.

In this way, Huawei quietly entered the photovoltaic industry.

20 14 years, I was fortunate to join Huawei. After the induction training in Shanghai Research Institute, he was taken to the nearby inverter R&D base. The work place is a slightly shabby building, and the cries of "banana, banana, a catty" and "sweet potato, a catty" are endless in the horn of the van next to it. The office is on the first floor, there is no window, and the lights need to be turned on all the year round. Mosquitoes in the bathroom are black and big, and they can't be eliminated after being bitten for three days.

At the time of registration, the department was in full swing to prepare for the on-site exchange meeting of new-type agricultural and broadcasting complementary smart photovoltaic held in Jiangshan, Zhejiang. According to colleagues, according to different application scenarios, Huawei has intensively held many on-site exchange meetings in Golmud, Jiaxing, Shunde and other places, which has set off a wave of smart photovoltaic boom in the industry.

A customer has newly connected a power station with complementary agriculture and light in Jiangshan City, Zhejiang Province. Complementary agriculture and light means laying photovoltaic modules on the existing agricultural and forestry facilities or breeding greenhouses, and carrying out agricultural, nursery or breeding projects under the greenhouses to improve the land utilization rate. For the first time, customers planted rice and soybeans under solar panels, and Huawei inverter was selected to realize the planting and power generation under the panels, which truly realized the comprehensive utilization of land and significantly improved the power generation efficiency. This is a very typical scene where agriculture and light complement each other.

How can customers quickly realize the value of smart photovoltaic? How to make customers feel happy that you are here? It's all dry goods. How to make customers have a comfortable experience? These are the problems that we are trying to solve. In order to let customers know the scheme more systematically, we invited experts from China Renewable Energy Society, China Electric Power Research Institute and Design Institute, as well as overseas colleagues to discuss the industry problems and development direction.

After a fierce ideological collision, we invite all customers to the scenic photovoltaic power station in Linfeng Village, Jiangshan. As the brain of photovoltaic power generation system, inverter is the core component of the whole photovoltaic power station. In order to reflect the waterproof and dustproof characteristics of Huawei inverter IP65 products, we innovatively put the inverter into a closed water tank and a high-temperature glass cabinet for display. Through the glass cabinet, customers are surprised to see that the inverter can still run stably at high temperature and underwater.

The chairman of a client in Shanghai said to me, "I always suspected that you were bragging when I heard you talk about PPT before." I was shocked to see all this at the scene today! " Huawei is really at the forefront of technology, and we believe that intelligence must be the future trend! "Then, he immediately called the person in charge of the subordinate design department:" The XX project reported to me yesterday immediately changed its design and adopted Huawei's intelligent scheme ". At the scene, I was so excited that I couldn't speak for a while, and my heart was full of a sense of accomplishment. Look at the ecstatic expressions on the faces of friends who fight together. I think they should feel the same way as me.

This is an innovative brand activity initiated by Huawei Photovoltaic in the industry and designed around customer experience. Later, it blossomed everywhere in China. Hebei, Xinjiang and Sichuan ... gained popularity quickly through the "combination boxing" and field visits played by industry opinion leaders, and Huawei initially established the brand image of "smart photovoltaic" in the industry.

The Silk Road opened during the reign of Emperor Wu of the Han Dynasty enabled the East and the West to exchange needed goods, which not only brought prosperity to the Han and Tang Dynasties, but also promoted economic and cultural exchanges between the East and the West. But now, building a high-value brand made in China in the international market is facing greater challenges. In order to change the "rigid" impression of overseas customers, in 20 14, we specially planned and designed an "inverter silk road".

This is a tourist route from Shenzhen headquarters-Songshan Lake production line-Yingweiyun Center -GCTC. First visit Huawei headquarters park, then go to the industry solution exhibition hall, then go to Songshan Lake large-scale automation production line, and finally go to self-built roof model point power station and global maintenance center to show Huawei's strength through different dimensions.

Company B in Europe is a global energy giant, and has always chosen friendly brands before. CTO has no impression of Chinese enterprises. After unremitting efforts, on 20 14, we finally made progress in inviting Company B to visit Huawei Bantian Base, and CTO promised to visit Huawei. During the visit, Huawei network energy executives communicated with customers and their party in the conference room, and they could feel that customers still had reservations about the company's strength and product performance.

Next, the customer visited Huawei's automated production line and the fully digital Weiyingyun Center in Songshan Lake. Wei Yingyun Center can fully digitally monitor the equipment, and quickly handle and accurately diagnose faults. As long as customers log in to the system, they can monitor the operation of the global power station in real time and realize visual, manageable and controllable operation and maintenance.

After the "Silk Road", I didn't expect the customer's attitude to change 180 degrees. I repeatedly said, "It's shocking. Huawei is not the China company I imagined." Before leaving on the last day, CTO even gave the account manager a thumbs up: "Huawei's products are absolutely trustworthy."

After the visit, Huawei equipment successfully entered the short list of customer procurement due to the recognition of Huawei by customer decision makers. In the following period, Huawei continuously participated in the procurement bidding of Company B and successfully obtained a large number of orders.

According to the customer's experience, we also adjusted the order of visiting the "Silk Road", putting the field experience first and the meeting and communication last.

As an important part of customer communication, "Silk Road" has been striving for perfection to enhance the experience. In this way, whether for China or Huawei, the vast majority of overseas customers will experience a psychological change from unfamiliar to familiar, from rejection to surprise, which will change customers from intuitive understanding to all-round recognition of technology, ideas and brands.

The industry event that photovoltaic industry has to mention is the annual SNEC exhibition in Shanghai, and heavy customers from all over the world will gather in Shanghai to participate in the event. This is a big platform for a hundred schools of thought to contend and a hundred flowers to blossom. We also know that this is the best time to "show your muscles".

In 20 15, Huawei's intelligent photovoltaic solution was upgraded in an all-round way, integrating a new intelligent photovoltaic controller adopting PLC (power line communication) technology, an intelligent photovoltaic wireless transmission system and a intelligent cloud central management platform. In order to show the value of Wei Yingyun Center as "visible, manageable and controllable", we decided to remotely mirror the customer intelligent Wei Ying Center in Hohhot thousands of miles away to the Shanghai booth, and carry out real-time intelligent remote operation and maintenance of Tuoketuo County Power Station through remote experience display.

Plans are always beautiful, but actions are stressful. Let's not say that the demonstration needs at least the cooperation of personnel from Shanghai, Hohhot and Tuoketuo County Power Station. Only the camp maintenance center in Hohhot is connected to the Shanghai platform, and the previously scheduled network can't meet the bandwidth demand at all. The project team started an emergency operation, contacted the operator in charge of the exhibition network and was told that it would take three months to connect a dedicated line according to the standard process. However, there is only one month left in the exhibition, so we set up a research group. Department colleague Bin is in charge of special line affairs. After a week of hard work, customers were moved by sincerity, overcame many internal difficulties, and opened a green channel and a special line.

After the special line was opened, Bin immediately rushed to the Tuoketuo Power Station in Inner Mongolia to conduct survey with local partners. At that time, the conditions there were difficult. Everyone basically set the guest house and power station at two o'clock and one line. During the day, they set up the environment, dig holes and set up CPE, pull special lines and install machines. Go back to sleep at midnight and go out to work before dawn. After working in the dark for three weeks, I finally got through it. When I met him again in Shanghai, I hardly recognized him. He used to be a gifted scholar who returned from studying abroad. He is handsome, his hair is waxed and his shoes are always spotless. Now his beard is unshaven, the front of his shoes is cracked, and his trouser legs are still stained with mud. I can't help but sigh: it's not ordinary people who can persist in Huawei!

The exhibition has only been built for three days. Our booth design is very complicated. We need to highlight digital elements and show 4G-LTE and smart camp cloud center. Almost all departments stay up all night. Brand group is responsible for booth construction, media group is responsible for media promotion, and MO group is responsible for content output and debugging. The division of labor is clear and all departments are busy and orderly. The night before the broadcast 10, we started rehearsing and found that the network of the exhibition hall was very unstable, and the pictures from Inner Mongolia were delayed, which affected the viewing experience. Bin also dealt with the problem of the special line overnight. The engineering team workers of operators' customers have been working overtime in the suburbs of Shanghai. Bin once accompanied him to finish his work, invited him back to the exhibition hall, debugged all night, and finally got through the special line. This time the picture was very smooth, and we all breathed a sigh of relief. We hurried back to the hotel to take a bath and change clothes, and then went back to the booth to open the door to welcome guests.

With the help of 4G and intelligent photovoltaic terminals, Huawei experts at the exhibition site remotely guided the on-site operation and maintenance personnel of the power station to operate automatically and efficiently through real-time video and voice communication, and successfully demonstrated functions such as mobile operation and maintenance, remote diagnosis, big data analysis, thermal imaging inspection of drones, and intelligent security. The influence of a leaf, the shadow of a wire or an outdated component with hot spots on power generation can be seen in real time and accurately, attracting hundreds of customers to stop and watch. The immersive experience made the scene burst into applause from time to time. In three days, we received more than 10 thousand customers, and the booth was always crowded from morning till night. After the exhibition, the surge in first-line orders also inspired us.

We strive to make Huawei Photovoltaic the benchmark of the annual exhibition, and pursue continuous innovation and improvement in form every year. We carefully demonstrated Huawei's latest innovation achievements in the field of smart photovoltaic, and planned a series of themed activities, such as inverter Silk Road, GCTC trip, smart photovoltaic appreciation dinner and new product launch conference, overseas channel launch conference, China Eco-Partner Conference, overseas VIP customer reception conference, etc. Through a series of activities and operations, we will create opportunities for close contact with customers, narrow the distance with customers, enhance customer stickiness and win customer recognition.

By the end of 20 15, we had made great progress in private enterprises, but there was no large-scale breakthrough in central enterprises and state-owned enterprises, which became a heart disease for everyone.

S customers of large energy central enterprises are one of the leaders in the new energy industry, and Huawei has not been allowed to enter. At the end of the year, I heard from the front line that their annual meeting was held in a training center in a certain district of Beijing, and the heads of various provinces and cities would attend. So Huawei quickly locked in nearby hotels, built a full-scene smart photovoltaic solution overnight before the annual meeting of customers, and sent first-class experts to the scene to facilitate communication with customers at any time.

On the first day, it was still snowing outside, so we opened the door early to welcome guests. In the morning, the account manager reported that the client was in a meeting and no one wanted to come. At noon, customers are eating and it is not convenient to go out; By six o'clock in the afternoon, no customers had come. We are anxious like ants on hot bricks. It's almost nine o'clock in the evening, and finally I got a call from the account manager, saying that senior customers from some regions have been invited and are on their way. A day's anxiety turns into endless motivation in an instant. The reception that night was particularly successful, and the customers were moved by our sincerity and attracted by the plan. The next day, several regional customers came one after another. In the evening, some customers specially called to ask us to open an extra day, and the chairman of their group also wanted to visit. We quickly arranged a high-level docking for them and technical experts to discuss Huawei's latest smart photovoltaic solutions in depth.

The new solution can effectively meet the pain points of customers, meet the needs of power station construction in different regions and scenarios, and realize the integration of fishery and agricultural scenarios. After seeing the real-time power station data, the customer's chairman told his team on the spot to try to adopt this smart photovoltaic scheme.

The effect of this activity is extraordinary. In the hearts of customers, especially senior leaders, Huawei has been fully recognized and highly valued. With the first success, we quickly copied this model, and held more than 20 precision marketing events in Beijing, Shanghai, Wuhan, Urumqi and other cities 13, covering more than 500 central and state-owned customers.

In the middle of 20 19, with the release of parity index, the photovoltaic market in China is full of new vitality, and Q province, as the province with the largest share of winning the bid, naturally becomes a battleground for military strategists. But after the first contact with several customers, everyone's reaction was unexpectedly cold, especially the attitude of X company.

X company, a new energy company under the local electric power organization, has always been friendly to Huawei. In 20 17, it purchased a batch of Huawei inverters, but when we visited again in 20 19, the person in charge of the company did not show any interest and told us that he was not in charge of technology, so we docked with the project director.

This makes us very confused. After some interviews, we found that in the previous stage of project cooperation, several of our equipment broke down, but Huawei did not deal with it in time, which greatly reduced customers' goodwill towards Huawei. In addition, the design institute responsible for designing solutions for customers is still using the previous generation of Huawei solutions for calculation. In the eyes of customers, Huawei's solution is less competitive.

After finding the crux, we quickly adjusted our strategy. I immediately turned to the local operation and maintenance team to check the problem, and found R&D experts to communicate with the customer operation and maintenance team, clarifying that the fault problem originated from improper installation, and it could be completely solved after upgrading the system. Two days later, a complete failure analysis report was submitted to the CEO, and the CEO's response speed to Huawei was greatly improved.

At the same time, we seize every opportunity to deliver Huawei's next-generation solution to customers, which has the value concept of lower power cost. At first, customers were concerned about the price of each equipment, but in fact, the advantage of our scheme is not to reduce the price of each equipment, but to help customers reduce costs and bring greater benefits from the equipment itself, cable selection and construction technology.

With this idea, the marketing team exported a set of marketing materials for the solution, and brought new materials every time they went to see customers. Customer technical engineers later said bluntly that they always expected what we would bring to refresh them. After many explanations, the boss finally felt Huawei's sincerity and the advantages of the scheme, and called us together with the design institute, saying that Huawei's scheme should be given priority, but only if the initial investment is not increased.

The turning point has finally come! Together with the design institute, we took apart the items of the project, including optimizing cables, selecting switch boxes and switches, shortening the construction and defect elimination period, and fought for several days continuously, and finally reduced the initial investment of Huawei's scheme to the customer's expectation. When this result was confirmed by the design institute, both the account manager and I breathed a sigh of relief-this originally hopeless project became a success!

In the end, Huawei won the project exclusively. The CEO once chatted with me and the account manager, saying that when he came to the company every day, he saw us waiting for him at the office door and felt embarrassed that the project was not given to Huawei. However, we all know that the core value of the new generation solution "flat end-to-end investment and lower power consumption cost" is the key to our success in winning this project.

As everyone said, product is king, customer relationship is the primary productive force, and I think marketing is the catalyst. As a new participant, Huawei's frequency conversion business can rank first in the world in just a few years. In addition to the product itself, personally, marketing has also played a very important role in promoting, especially in the early stage of entering the market, such as the product reliability experience of on-site meetings, the remote operation and maintenance experience of exhibitions, the company's strength experience of visiting the company's headquarters, and the power generation improvement experience of on-site visits to model power stations. These marketing measures always focus on customer needs and product value, and let customers experience them personally.

Brand building is a difficult and gradual process. Adhering to value marketing, giving customers a deep experience and truly understanding the core value of our products will not only win the recognition of customers, but also guide and change the industry until it leads the industry.