Interbrand has released not long ago "2015 top 100 most valuable global brands" list, IT Giants are once again the focus of controversy. Silicon Valley companies such as Apple, Google is still the leader in the list, Nintendo and Nokia were not among the top 100 in the world, while domestic brands, Huawei is the highest ranking Chinese company, Lenovo became the second listed domestic brands.
However, when we feel IT rise and fall of the ups and downs of the industry at the same time B2B Wholesale suppliers, perhaps should consider why the domestic only Huawei and Lenovo on the list and for other domestic companies and what kind of inspiration.
International, national watershed in brand value
In fact, in recent years foreign brand value ranking, never less than Huawei and Lenovo's shadow. IT Giants are both wind and rain the way many people like a national pride, but the biggest difference between it and other IT companies than they are forerunners of the internationalization strategy.
In General, standards for measuring whether a company is an international company has two dimensions, one is the dependency of enterprises on international markets, usually by companies overseas income, measured by the proportion of overseas assets. Another is the enterprise's ability to operate in international markets, competition, leadership, globalization in the international field operation mode, human resources, supply chain management, technology, brands, and so on. According to the Interbrand brand assessment, seven major areas to evaluate the strength of a brand, namely nature and stability of the market, the brand in the industry scope, brands, marketing trends, brand support and brand protection. For domestic brands, can truly achieve internationalization of markets, Enterprise, market scope in terms of the characteristics, and this is where Huawei and Lenovo on the brand value and other watershed in domestic brands.
2014 from Huawei annual report, business revenues amounted to 108.9 billion yuan in China, Europe, Middle East and Africa operations earned 101 billion yuan, the Americas revenue was 30.9 billion yuan, Asia-Pacific revenues amounted to 42.4 billion yuan. Say Huawei's overseas income of more than 65%, especially in its excellent performance in the European and American markets, Huawei's international influence has increased the event in a pen. While Lenovo's overseas revenues in 2014 62%. Globalization business model can be described as something between them, at least for Huawei and Lenovo 4.592 billion dollars and $ 4.114 billion brand value is the best example.
In fact, the internationalization of the domestic many of the industry's Giants have been trying to explore as many Internet companies in the United States market, one of the reasons was to enhance the international influence. For many businesses, the sea process inevitably learn successful experience from Huawei and Lenovo, let us take a look at Huawei and Lenovo internationalized strategies of same and different.
Internationalization of Lenovo and Huawei to Rome
Remember when commenting on the difference between Huawei and Lenovo LIU Chuanzhi said: "Huawei advocating technologies, like climbing the Himalayas of northern slope, steep; Lenovo was up from the gentle southern slope, ease around technology pathways of trade and industry, and finally can also climb the mountain". In an international way, Huawei has chosen "easiness" model Lenovo "gobbles" tried on the play.
It is well known that Huawei early in the sea main advantages are low cost and low prices with cheap to spread rapidly in the Asia-Pacific, Africa, the Middle East and other markets. But does not seem to go well in the exploration of the US and European markets, faced direct competition with rivals such as Cisco, Ericsson, in particular the European Union and the United States about the political combat was uproar. Huawei Honorable is that, when the internationalization strategies from easy turns hard when Huawei inventory taken avoided and existing market big sike, into the selected curve. Nice INQUAM into Portugal market, and through cooperation with local agents, have been opened by the Germany, and France, and Spain and United Kingdom markets such as doors. Not long ago, Google released by Huawei on behalf of Nexus 6P, can be seen as Huawei curves into another attempt.
And Huawei are different, seems to have a soft spot for acquisition of Lenovo's internationalization. In 2004, Lenovo's 1.25 billion dollar takeover of IBM's PC business, and as the world's largest PC manufacturers, this acquisition is still being talked about so far. 2014 Lenovo's $ 2.3 billion acquisition of IBM x86 Server business, entered the light server, X86 server market share climbed from sixth to the top three. Soon after, Lenovo's $ 2.9 billion from Google to buy Motorola's cell phone business, trying to copy the PC mode, to save their own mobile phone business. Of course, the Association also made a series of acquisitions across the globe, in 2012, for example to buy Brazil an important enterprise for personal computer and consumer electronics industries CCE, formally adopted this snowballing behavior, Lenovo's international strategy with today's results.
Huawei's internationalization appears to be methodical, and Lenovo has experienced twists and turns in transition after each major acquisitions. For latecomers, Huawei's international policies more clearly is useful, as is a lot of Internet companies in the sea have already formed a Huawei model.
Internet corporate Huawei model
For now, BAT and other Internet giants to Internet brands such as millet, Meizu, all began his road to sea, South-East Asia and India have taken advantage of the market became a sea of first leg. Based on this, Huawei, what is the reference for these companies?
A case study of Chinese mobile phone, like the sea because no depends on the following: first, the domestic mobile phone market is saturated, even kill from the Red Sea into the sea, especially the frequent outbreak of a price war, directly down the margins of manufacturers. Second, India, Southeast Asia and Africa the Smartphone market environments mature, want a piece of the Internet on the rise, Huawei, ZTE, TCL, also began to function from sales in these markets to Smartphone. Third, did not rule out some mobile phones businesses marketing needs, many cell phone brands take abroad can be seen to form the hot topics and, ultimately, sales in the domestic market. I believe that really want to make a difference in the international market, in addition to studying its international routes, the following three points may be more significant.
First technology research and development more important than market
From media reports, domestic mobile phone manufacturers in the India market is impressive, but also face unprecedented patent crisis, in particular the Ericsson patent attacks on millet, alarm for all domestic manufacturers. In contrast, Huawei had much more rational approach. According to the report published by the world intellectual property organization, Huawei is 2014 3,442 applications beyond Japan Panasonic company patents than any other company. No patent protection is always walking on one leg, Apple and HTC patent war is a painful lesson, simply there, such as Huawei, ZTE's technology strength of the brand.
Next is how to make a talent advantage
Foxconn Announces 5 billion investment before India Shi, author Foxconn may have been raised in India suffered from the crisis, and Huawei's talent strategy may be more worthy of study. As with many companies, export company in the early days with the help of talents to explore the international market, Huawei is said to have around 10,000 people work abroad, 1/4 per cent of its workforce and a talent strategy that an effect called "export revolution, red world". But Huawei has some 30 training centres around the world, 70% of the overseas employees locally. Regardless of brand or market share, core is ultimately one of the problems, Telephone wholesaler for IT businesses trying to open up international markets should learn how to manufacture talent.
Finally, set up the correct brand
Made in China had to take over the world, and most Chinese brands in the country still conservative, believe Huawei $ 4.52 billion brand value and brand is inseparable. So-called doctrine refers to the cultural values of the brand communication, product quality and after-sales service, continuously upgrade consumer evaluations and cognitive, and realize profits through brand premium. The core idea: hardware is not just a tool, it is also a symbol of status and value. First domestic IT manufacturers to sea a general lack of brand awareness, for later is not not a lesson.
In any event, domestic IT enterprises access to the sea has become, we would like to see more growth, Lenovo and other Chinese companies like Huawei, and look forward to more companies to end the Bush expansion, most valuable global brands ranking that more Chinese faces.
