Mate7 is popular, so Huawei's problem comes

It is no exaggeration to say that the emergence of Mate 7 has truly made Huawei join the ranks of high-end mobile phone clubs. This product has been well-received since its birth, and its industrial design has reached a level that can be compared with high-end mobile phones such as Apple and Samsung. Huawei's huge investment in research and development and its strong technical strength are gradually beginning to show results in terminal devices. Huawei has conducted a series of user surveys in countries such as the UK, choosing Mate 7 and Samsung Note 3 as comparisons, covering the logos of the two mobile phones, and asking consumers to choose the one they like and want to buy from the two mobile phones. 60% of users chose Mate 7, which shows that foreign consumers also recognize the design and workmanship of the phone. Now Mate 7 is hard to find in the market. The problem that people in Huawei terminals have to face every day is when they can buy Mate 7.

Not long ago, economist Zhou Qiren gave a good endorsement for Mate7. In a speech, he talked about the need for Chinese manufacturing to shift from price competition to quality competition. He took Mate7 as an example and said, "Ren Zhengfei's phone is very good. If we use this standard for another five years, I think Apple will be in trouble." Such an evaluation from a picky economist and so-called "high-end customer" also proves the success of Mate7 from one side. It can be said that Mate7 has a symbolic significance for Huawei itself and even the entire domestic mobile phone industry.

But don’t be happy too soon. The market has proved countless times that there is still a long way to go between product success, brand success and even market success.

In the past Double 11, Xiaomi sold 1.16 million mobile phones with sales of 1.56 billion yuan. Huawei ranked second with 1.06 billion yuan. For a mobile terminal "rising star" like Huawei, this is a very good result. But in fact, most of its sales came from the Honor series products, and as Huawei's flagship product, Mate7 did not achieve good results in Double 11.

The reason behind this is actually quite intriguing. The outside world often uses hunger marketing to explain this phenomenon, and Huawei has also intentionally or unintentionally stated that this is a deliberate marketing strategy. However, facing such a huge and short market window of Double Eleven, and facing so many hungry consumers, Huawei still chooses to continue to "hunger", which is really puzzling. It is not difficult to understand that the purpose of hunger is to whet the appetite, and ultimately to make consumers eat more, but if they are too hungry, consumers can change the menu at any time. After all, this is a market with rich choices.

If Huawei is not extremely confident in this product, then Huawei may actually face an embarrassing situation: there is no stock. Some insiders of Huawei confirmed this judgment. In fact, although Huawei is confident in Mate7 from a product perspective, it still underestimates the market response. This slow judgment leads to the disconnection between the entire supply chain system and market demand, and finally the market enthusiasm has been aroused, but there is no stock to supply.

In comparison, several of Huawei's competitors, such as Apple, Samsung, Xiaomi, and Lenovo, have a deeper understanding of the mass consumer market, which allows them to achieve a more seamless connection in product research and development, manufacturing, and sales, and therefore achieve higher efficiency. Before developing its consumer business, Huawei has always been a company focused on the enterprise market. Its understanding of the mass market is its natural shortcoming, and this defect may be more difficult to overcome than the technological gap. But as a pragmatic and very good learning company, Huawei will definitely gain a lot of valuable experience in the marketing process of Mate7. In fact, the rapid growth of Huawei's consumer business in recent years has also proved its strong learning and adjustment capabilities. Mate7 already represents a technological height, and whether it can be equally amazing in marketing, Huawei still has a lot to do.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.