Shulou(Shulou.com)06/03 Report--

Jeffrey Moore, a technology marketing expert, calls the distance between corporate innovation from basic research to large-scale industrialization "the sea of Darwin".

He believes that the traditional innovation theory pays more attention to the process from basic research and development to the realization of market value, which is only half the way. If you take the smartphone field as an example, it is the distance from the lab to the press conference.

In order to cross the "Darwin Sea" completely, enterprises must innovate constantly and achieve large-scale leadership in the follow-up business process in order to achieve sustainable survival and development. But how to bridge the gap between high-tech enterprises and mature commercial enterprises has always been a metaphysics.

Recently, after winning the glory of great achievements in the 5G market, we chose to go one step further. On March 16, Glory invited netizens for a special outing-a "cloud visit" to a number of Huawei laboratories and production lines to supervise the whole process of research and development, testing and production of Honor mobile phones.

We know that 5G technology has been proved by the commercial market, and overnight, it has become a "standard replacement" for billions of users.

But how on earth did the cool nouns at the 5G phone launch come from the original parts?

On the glorious production line, a "great voyage of mobile phone quality" is raising the cloud sail.

Use high standards to outline 5G, well-honed brand self-esteem

Have you seen the high-end ring screen press conference, have you seen the automatic assembly line in the mobile phone production workshop? Have you ever heard CEO shout "No 2999, no 1999" in a high-pitched voice. Have you ever seen rows of mobile phones tested under high voltage in the 20 million 5G communications lab?

Does the latter sound like a traditional manufacturing company? The honor of not going the usual way, he opened the whole set of smart phone skills to your visit at one time.

For example, the 5G that people are most concerned about is going through a lot of training in the communication protocol laboratory of Huawei Xi'an Research Institute, tested by an analog base station that can be used by 100000 people on a daily basis, and tested continuously for six months before it can be released and become a star at the press conference.

Also at Huawei West Research Institute, the Glory X series, which has repeatedly created tens of millions of sales, has also completed the detection of mobile phone radiation values here. In order to minimize the radiation impact of the product on the human body, it is necessary to be able to withstand the international SAR standard.

The most basic and easily neglected mobile phone assembly actually tests the management ability of the most supply chain of mobile phone manufacturers. Walking into the southern Songshan Lake factory shared by Glory and Huawei, on the smart hand production line with the highest degree of automation and production precision in the industry, the automated instruments responsible for assembly and testing are busy nervously for the Glory V30 series.

According to Wang Yinfeng, president of Huawei's consumer business tablet and PC product line, Glory has the most stringent reliability testing standards in the industry, with hundreds of thousands of tests for just one fingerprint click, which means that if you use a fingerprint to unlock 50 times a day, laboratory tests can be simulated for more than ten years.

Accustomed to comparing parameters, appearance, number of cameras, and high-tech press conferences compared to the media lineup at home and abroad, suddenly hearing such simple details, it must not be difficult to find that glory is used to outline 5G, in addition to "sharp technology" and "trendy brands." there is also an indispensable key element, which is the "glory quality" of excellence under Huawei's production and research manufacturing system.

So, science and technology trend card glory, suddenly embarked on a high-quality manufacturing style, what information does it reveal to the outside world?

Passing through 5G Storm: a collusion between Science and Technology Outpost and mature Industrial chain

For smartphone makers, it is in the early stages of the 5G boom, which Geoffrey Moore calls "tornado" growth.

Typically, killer 5G phones have begun to mature, and "watchmen" who had been cautious about 5G have begun to flock to make sure they are not left behind. These new users will achieve more than double-digit market growth, but the competition for them will also require technology companies to continue to increase their size to win the next round of competition.

It is worth noting that the user cluster that supports the niche market of Tornado Storm is a large number of pragmatists who have clear goals, like to act together, and tend to choose products of high standards and market leaders. That's why there's a storm of demand. Obviously, in order to impress such a group of consumers, solid hard-core production strength is essential.

We know that due to Huawei's leading 5G technology, Glory has won a good reputation in the market through the V30 series. In many sales nodes such as New year's Day, Valentine's Day and Queen's Day, Glory V30 series has firmly ranked as the "top Android phone sales leader in the range of 3000-4000 yuan", and the praise rate has remained stable at more than 96%. Honorable Smart Life products, including Glory MagicBook series and routers, all achieved good results in February.

Now that it has taken the lead in meeting the initial 5G market demand and occupying a competitive advantage, Glory naturally needs to continue to work on the "quality card":

1. In order to catch up with the storm tide in order to develop in an all-round way, the overall product will be scaled.

On the one hand, to test the brand's ability to control the industrial chain, Glory and Huawei share the same production system, ensuring the top technical support and sustainable production capacity to the greatest extent.

In addition, large-scale production is bound to encounter the problem of good product rate, for this reason, Glory has adopted Huawei's unified high-standard full-process quality control requirements to create excellent products. For example, Glory 9X mass-produced products, the SAR value is far lower than the national standard, lower radiation and healthier green for users. In order to avoid the damage to watch products caused by static electricity caused by dry winter, Glory will also test the ESD capability of the prototype more than 30, 000 times, and the number of discharges will reach 40 times that of industry regulations before passing.

two。 So that the overall product differentiation, to meet the requirements of market segmentation.

5G phones are sold to end users to meet their personal needs, while Huawei and Glory have a big advantage in capacity development and testing compared with terminal companies that do not have a network foundation. For example, Huawei has invested more than 20 million yuan to set up a laboratory dedicated to 5G scene testing, and can build its own test environment, so it will continue to hang up 60 prototypes for a long time before the mobile phones are on the market, so as to ensure more stable performance. Glory from R & D, production, after-sales, every link regardless of the cost of investment, but also set up a special sports health science laboratory for wearable products to create an extreme environment for magicwatch3 watches to imitate real sports scenes.

3. Horizontal development of categories, pay attention to consumer feedback.

As a technology trend card, Glory naturally dares not to compromise in the most critical product experience polishing.

For example, on the AIoT matrix product Honor Wisdom screen, a 300000-hour beta user test was conducted; in the Glory game routing, college teams were invited to carry out actual combat experience in a complex network environment. Through communication and interaction with users, the ultimate product experience is delivered to the market.

So far, we have found that Glory's way to cope with the 5G trend and fierce competition is not only to show outstanding advantages in technical functions, but also to export new standard specifications of 5G flagship categories to the entire industry through the rigorous pursuit of quality.

The Wizard of Oz: in pursuit of the 5G string of the Times

When the storm passes through, a large number of houses are bound to be destroyed and weak brands disappear. But there will always be people involved in the center of the tornado, not only intact, but also safely landed in a fairyland.

The competition for the 5G mobile phone market is a tornado that keeps a small number of companies alive and making progress. At present, it seems that glory is firmly wedged in the center of the storm with the two sharp swords of technology and quality, and may become the biggest beneficiary of the tornado storm.

First of all, Glory is one of the few brands that integrate high technology with the manufacturing supply chain and enforce stringent standards.

I don't know if you have noticed, but now traditional enterprises are becoming more and more like technology companies, real estate is using big data, and retail stores are equipped with intelligent systems. At the same time, technology companies continue to integrate new action plans with traditional industries in order to win the next round of market competition, such as Internet companies investing "offline" one after another.

The glory of starting out as an "Internet brand" does not stop at the growth dividend brought by "Internet thinking", but continues to work hard on hard-core processes such as research and development, production, manufacturing and testing. It also confirms Geoffrey Moore's "law of technology products"-in the Darwinian business jungle, technology companies are also beginning to draw differentiation from other mature industries.

This choice allows Glory to innovate steadily in the rapidly changing communications competition. For example, the fully integrated 5G SoC chip on the 5G Glory V30 pro has been ahead of the industry for a year and a half.

In addition, this leading position will also establish a competitive position for Glory in the tornado storm period, with sharp technology research and development, high-quality products, younger tide cards and other positions, become the key elements of the success or failure of the competition, and then harvest an obvious pattern of steady improvement. In contrast, the new competitors in the market have to enter with the price difference, can only take the price as the competition strategy, and compete cruelly in a zero-sum market.

The real business sea, like a jungle war, although there is a "tornado storm" such as the gold moment, but more is the cruel elimination of the commercial "Darwinian law".

From the glorious confession, it is not difficult to see that all brands that have crossed the "Darwin Sea" can finally reach Taoyuan Wonderland by virtue of quality Yunfan and firm perseverance.

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