Huawei's benchmark in the field of consumer electronics is Apple, the automotive business and several brands created by car companies in the industry, and the benchmark is Mercedes-Benz, BMW, Audi Porsche, so whether it is product experience or product price, it must meet the needs of high-end users, and the price is opened up to the demand level between ordinary people, reflecting the recognition of identity and taste, at least it is also a user above the middle class, so if there are a large number of low-end products, it will inevitably hurt its high-end brand image, and in addition to the product, the ultimate after-sales service and quality experience are required, and even the overall image of the store design staff of the offline experience store needs to be carefully managed！
In addition to the product quality design experience and after-sales service, in addition to the construction of high investment, it is also necessary to have unique innovation in product technology, at least it needs to be unique in some functions and experiences, rather than relying on the improvement of supply chain technology for a long time, lack of uniqueness and recognition in design, can not do this, even if the price is the same as foreign high-end brands, it is impossible to get the recognition of consumers.
At present, Huawei's brand culture construction in the field of high-end products has a good foundation, and the technical strength has been accumulated quite strong, now the key is to compete with foreign high-end, whether it is consumer electronics or automobile brands to seize market share, the key to victory or defeat is to surpass foreign counterparts in multiple dimensions such as product development and upgrading iteration and service product quality, although in the field of technology and supply chain, Huawei has been forced to become a hexagonal warrior, but entering the international market is still a huge challenge, which Huawei currently needs to solve。
And Xiaomi's problem is that it needs to achieve the ultimate cost performance, because Xiaomi mainly relies on foreign cutting-edge technology, plus the domestic supply chain, although it does not have pricing power, but fortunately, Xiaomi's main domestic and international competitors, in addition to Apple and Huawei, the operation mode is similar, in terms of the competitiveness of the operation, Xiaomi and domestic similar operation methods of friends have reached a certain balance, the only direction that can grow is Samsung's overseas market, but the most difficult place needs Xiaomi to get rid of Samsung's control of some parts in the entire mobile phone supply chain, from this point of view,Xiaomi, your further substantial growth should not be far away,After all, the core components related to Samsung's control by domestic production have been able to completely replace most of them。
However, Xiaomi's further growth,There are mainly two obstacles in two directions,One is the high-end of Xiaomi's heart disease for many years,The other is that there is a strong competitor in the industry,Because if Xiao Li does not do a good job in brand cutting and differentiation,It is impossible to complete the high-end brand by relying on the brand of Xiaomi,The brand impression has been formed,Product quality control and after-sales service,Xiaomi may need to make a large investment to improve,At the same time, Xiaomi lacks recognition in technology and design,Many problems in this are not easy for Xiaomi to cross！
In addition, it is the glory that Xiaomi has strategically ignored,This company from the product situation in the past two years,The optimization ability of software and hardware has partially surpassed Xiaomi,The market share is also continuing to increase,If it is not for Xiaomi to have the useless market in India,I'm afraid the market share has been surpassed by glory,If the quality of domestic supply chain technology and supplied parts exceeds Samsung,Then glory also has the opportunity to grab market share in the world,So if Xiaomi can't strengthen its core capabilities in terms of cost performance,Strengthen the control of the entire supply chain,I'm afraid it will be difficult to compete with the newly rising glory。
Ali's ending has proved that if you have a certain core competence in the process of market competition, you should invest resources in it for unlimited strengthening, so ambitious, blind diversification, blind expansion, this expansion at the same time their core competitiveness will become the target of competitors, but all enterprises that grow too fast, are prone to the common problem of blind expansion, after all, blind and arrogant enterprises, easy to see the road under their feet, sooner or later it is inevitable to fall.
Huawei needs to continue to strengthen R&D in a number of future core technology fields such as semiconductors, communications, software, big data, and artificial intelligence, complete the commercial closed loop in high-tech-related technology fields, continue to empower related industries, and gradually abandon the C-end consumer business, or just to show its technical strength to retain the high-end with a small market share.
Xiaomi's biggest opportunity is still in the international market, with cost performance to pry open the market of all countries in the world, and this needs to enrich the product line, as well as according to the cultural and aesthetic differences in different regions of the world to adjust the product line, Samsung can also sell 240 million mobile phones every year, it is enough to show that there is still a broad market space in the world, can further grow, only to complete the replacement of Samsung, Xiaomi can really grasp the right to speak in the global supply chain, the meaning of Xiaomi's existence, is to support China's growth in the scale of the two industries with the largest output value of communications and automobiles.
Although the two companies are currently fighting fiercely on the Internet, but in essence, there is no conflict between the two companies in terms of core competitiveness, Huawei is using a large number of core technologies it has mastered to empower the entire Chinese high-tech industry, and Xiaomi needs to expand the scale as much as possible under the condition of ensuring the income of workers in the industrial chain enterprises, compete for global market share for Chinese industry, and have the opportunity to regain the right to speak in the operating system semiconductors.