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Huawei has no choice but to play the hungry marketing mode of millet discarding

2020-12-08 14:44:56 osc_ 1pgfn7k9

A few days ago, the author found Huawei from an e-commerce platform mate40 RS The service provided by the Porsche version shows that an appointment drawing is required , This means that consumers don't just need to make an appointment , Even if the appointment is successful, you have to draw lots to see if you have a chance to buy , This marketing model is quite similar to Xiaomi's hungry marketing model in those years .

Huawei did this mainly because of chip supply problems , Huawei's new high-end chip Kirin 9000 The deadline for chip production is 9 month 14 Japan , After that, it couldn't find a foundry to make the chip , The output of this chip is only 1000 About ten thousand , Huawei mate The sales of the series of mobile phones in the past years tend to be close to 2000 ten thousand , This leads to a serious shortage of mobile phones .

It's not just chip supply that's under strain , Other things like memory chips 、 Mobile phone components such as analog chips are also limited , This makes it difficult for Huawei to purchase these components , To ensure the normal operation of mobile phone business , Media reports point out that it's hoarding hundreds of billions of components in stock , Hope to keep the business running for about a year .

In order to keep the brand hot , Can only slow down the delivery of mobile phones , Avoid selling out your mobile phone all at once , So we have to adopt this hunger marketing model , To continue the existence of the brand , Waiting for a moment in the future to rise again in the mobile phone industry .

From an e-commerce platform, we can see , Not only mate40 RS There is a shortage of the Porsche version , Many of its mobile phones have shown that they are out of stock or need to be reserved , It can be seen that the shortage of mobile phone supply has existed in many mobile phone styles .

Hunger and thirst marketing model was first adopted by Xiaomi , Early millet just entered the mobile phone industry because of its small capital strength , There's no money for inventory of components , Had to take the user to place an order and then make an appointment for the production of the mobile phone on behalf of the factory , So as to reduce the financial pressure as much as possible , Make sure the mobile phone business works .

On the other hand , Millet is in this way to reduce costs , At that time, Xiaomi often got the first right of high-tech chip , The exclusive period can be as long as several months , The configuration of Xiaomi mobile phone is similar to that of Samsung and other international famous brands, but the price is only about half , Xiaomi with hungry marketing model gradually single, can wait for the component cost to drop , Reduce the cost of mobile phones , So as to increase the profit margin .

Xiaomi's hungry marketing model was naturally vomited by other domestic mobile phone enterprises , But it has taken advantage of this to stir up its own brand , In just over a year, it has grown rapidly in the smartphone industry , With the growing brand reputation , It later launched the low-end brand Hongmi , The shipment has more than tripled rapidly , At one stroke in the domestic mobile phone market rushed to the first , And become the first domestic mobile phone brand to beat Samsung in the domestic market .

With the growth of Xiaomi company's capital strength , Xiaomi has now given up the hungry marketing model , Basically, every mobile phone has enough stock before it goes on the market , It can quickly meet the needs of consumers . However, Huawei's dilemma now forces it to adopt the hungry marketing model that Xiaomi gave up , To continue the popularity of the brand , This is quite ironic .

Due to limited supply of components , Huawei's mobile phone shipment in the third quarter of this year showed a significant decline , Market organization IDC According to the data released, Huawei's mobile phone shipment fell by more than 20% year on year , The biggest drop in the top five mobile phone brands , It shows that it's in a pretty bad situation .

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Boming Technology BMtech007

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