Who can help with the 4P analysis of marketing products?

Huawei's first real international business is to help Hong Kong Hutchison Telecom develop its number portability service. According to insiders, Hutchison Whampoa in Li Ka-shing was just a challenger at that time, and Hongkong Telecom was the boss of fixed-line operation in Hong Kong, while the famous Siemens and Lucent were the equipment suppliers of Hongkong Telecom. Therefore, Li Ka-shing especially hopes to have some special technical means to jump out of the track of following the wind and walk ahead of others. It happened that Huawei's "number interception" technology was quite mature in the domestic telecom market at that time. Fortunately, Huawei quickly helped Hutchison Whampoa gain the upper hand by virtue of its differentiated advantages. The cooperation with Hutchison Whampoa also allowed Huawei to accept the first baptism after entering the international "manger". "Only when customers are demanding can you grow." A consulting expert commented like this.

Huawei's winning bid for the AIS intelligent network construction project of Thailand's mobile operator also reflects Huawei's enthusiasm and keenness for application technology. In order to show the characteristics of Thailand's tourism industry, Huawei even quickly helped AIS to open a "small bet" gambling business on its mobile phone, and AIS recovered its investment within five months.

The product may not have the best performance, but it must be applicable; Technology is not necessarily the most advanced and cutting-edge, but it can certainly meet the urgent needs of customers and help them get the desired efficiency and profit.

For competitors, what is even more frightening is that Huawei's advantage lies not only in its low quotation, but also in the variety of equipment it provides. For example, although it was questioned that it was not confident and wavering professionally, Huawei showed the ambition of "no less than one" among the three standards of CDMA technology.

Price (price)

Huawei is no longer willing to be regarded as a supplier that can provide telecom equipment in large quantities at low cost. According to Huawei insiders, when bidding for UAE projects, Huawei's bid is twice that of the lowest bidder. According to the data provided by RHK, a well-known telecommunications research institution in the United States, as of the second quarter of this year, Huawei's revenue in the global optical network equipment market has surpassed Lucent Technology and Nortel Networks, second only to Alcatel, a leading French company. According to the report of international consulting firm Dittberner, Huawei's global shipments in the next generation network (NGN) have ranked first.

There is no doubt that Huawei's appetite is not satisfied with the profits of low-priced products, but directly takes away the premium profits after the brand is formed. This is definitely not good news for western rivals. At present, Huawei's reputation in the market comes from its quick response to customer needs and customized development capabilities.

Channel (place)

Huawei's channels are roughly divided into two types. The first way is to sell goods, such as setting up offices in some target markets and selling products directly. According to Huawei insiders, almost all Huawei people have their own agencies wherever they go. The functions undertaken by these institutions include business development and technical support, as well as market research. Now Huawei gradually adopts distribution and agency sales to reduce the management cost of overseas employees. The second channel is to take the road of joint venture and borrow a boat to go to sea. Such as joint venture with 3Com to export Huawei brand products in China and Japanese markets; In markets outside China and Japan, products are sold through 3Com brands and channels.

Due to the rapid extension of the product line, Huawei has more and more competitors in various product battlefields, and they are getting stronger and stronger. In the field of wireless communication, competitors are Nokia, Siemens and Motorola. In the field of data communication, Huawei has been listed as the number one competitor by Cisco, the world leader; In terms of optical transmission, there are also forces such as Lucent, Nortel Network and Siemens. Huawei's product extension path after high-quality brand power plays an obvious role in reducing customer transaction costs. Of course, once a product goes wrong, it may affect the whole line of products.

Huawei is clearly aware of the necessity of solving the risks brought by product line extension. Whenever possible, Huawei conducts foreign cooperation in all major product areas. In fact, Huawei's cooperation with Panasonic, NEC, Motorola, Siemens and 3Com is always a move to turn enemies into friends. Huawei is very good at learning and has made great progress in the process of serving customers through cooperation with customers. Hutchison Whampoa is an example, and accepting the "physical examination" of BT is another example. To this end, Fu Jun, a spokesman for Huawei, does not admit that Huawei is "closed" or "opaque": "Huawei keeps a low profile in front of the media and the public, but it is very transparent in front of customers and partners. For example, Emerson acquired a technology subsidiary of Huawei for $750 million, provided that Huawei is transparent. "

Therefore, if Huawei's overseas office is a direct channel for selling goods, the goal is to "seek near profits", and the joint venture company is a channel for brand building, with the goal of "seeking long-term success". As a consultant said, it is not so easy for Chinese enterprises to dance with wolves, because the premise is that wolves agree to dance with you.

Promotion (promotion)

Huawei's promotion means certainly include advertising. Only a few industry media in China are lucky enough to taste Huawei's advertising cake. In the international market, Huawei has always hired an old British advertising company to guide it to issue strategic advertisements. Maintaining proper communication with the media is also one of the promotion methods. Fu Jun said: "Our low profile to the media means that we almost never invite the media to interview, but we will certainly give good cooperation to the media's active interview requirements." According to Fu Jun, the Financial Times, The Wall Street Journal, Fortune and Forbes all visited Huawei for interviews. When the second largest telecom operator in France chose Huawei's products, the French media also came here curiously.

Of course, actively participating in the exhibition and bidding at a lower price than competitors, printing a photo collection of China's famous mountains, rivers and major cities, opening up the "Hong Kong-Beijing-Shanghai-Shenzhen" and the "Oriental Silk Road", inviting global customers and potential customers to experience China personally, changing the image of China in the era of robes and jackets inherent in their minds, and communicating and conveying "Modern China produces high-tech Huawei" to customers in a peripheral way are also important promotion means. Huawei's best and most powerful marketing method is the ability to impress customers: "As long as you give me the opportunity, I am not afraid that you will not be impressed by me."

Of course, the depth of Huawei's future development does not depend on Huawei going it alone, but on when high-tech enterprises in China form clusters. Like Japan and South Korea, cluster enterprises first improve the technical gold content of products, then change the fate of the industry, and finally enhance the entire national brand.