Yu Chengdong: there is no second in my dictionary

Yu Chengdong’s Micro blog eight years ago, no one expected that it would become a clear proof of Huawei’s strategic transformation of consumer business. Xiang Hua was transformed into its own brand, and it was upgraded to medium and high-end intelligent terminals. It gave up ultra-low-end functional mobile phones with large sales but no money. It enabled Huawei’s Hisilicon four core processor and Balong chip to open the way of Huawei’s e-commerce and start user experience of emotion UI Design, establish the goal of hardware world first. Yu Chengdong recalled: “as a novice in the mobile phone industry, speaking out the target is actually forcing him to have no retreat and fight back against the enemy,” < / P > < p > before that, most mobile phone manufacturers made customized machines for domestic and foreign operators. Huawei, too, has been making customized machines for operators at home and abroad since it started its mobile phone business in 2003. It is commonly known as “white brand machines” in the industry. Only when the battery is cut off can the small words “made by Huawei” be seen. < / P > < p > binding operators can save channel promotion costs and reach consumers quickly. Relying on this model, “China cool union” occupied the majority of the domestic mobile phone market at that time. But in this mode, users can only see the operator, not the manufacturer. The operators hope to develop users by sending good and cheap mobile phones to users, so they keep the OEM price very low, and mobile phone manufacturers have no profit at all. < / P > < p > “this mode is not suitable for us. At that time, I analyzed our company. Huawei is a company characterized by technological innovation, and technological research and development is our advantage, and lower price is not our advantage at all. ” Yu Chengdong said. < p > < p > later, the appearance of iPhone opened the era of smart phones. Even if the price exceeds 4000 yuan, users still flock to the iPhone 4, which shows that consumers are willing to pay a higher price for better products. At the same time, the booming e-commerce will further shorten the distance between the brand side and users. < p > < p > after taking office, he began to adjust the direction of Huawei’s mobile phones, “insisting on making products that consumers really like and trust, products with good experience, even if the price is not so cheap or even more expensive, so I went to the direction of two or three thousand yuan.”. < p > < p > Yu Chengdong’s idea has been questioned by customers: if you don’t have a brand, consumers won’t recognize you, your ability is not good, and you have to be expensive. It’s a joke. < / P > < p > in this way, we stumbled all the way and kept moving forward. In 2018, when the market share of the world’s top 2 mobile phone manufacturers declined, Huawei achieved an increase of 33.6%, and ranked the third in the world with the global shipment of 206 million units. < p > < p > by the end of the first quarter of 2019, Huawei’s mobile phone shipment volume reached 59.1 million, with a year-on-year growth of more than 50%, and its market share was 19%, ranking second in the world. < p > < p > on May 15, 2019, an administrative order of the United States added Huawei to the list of sanctions, and a number of us enterprises announced that they would suspend the supply of key software and parts for Huawei. Google also canceled its support for GMS of Huawei’s mobile phones, giving Huawei a blow. However, Huawei can only accelerate the ecological construction of Huawei mobile service and fully open the core capabilities of HMS. According to the data, as of June 2020, the number of applications accessing HMS core in the world has exceeded 81000, with a year-on-year increase of 88%. < / P > < p > “in more than a year, the seemingly impossible task of establishing overseas ecology has gradually achieved results.” Yu Chengdong said that although some things are very difficult, but with a little effort, you may be able to make the impossible possible. < / P > < p > “forge ahead” is the spirit of Huawei, and “make it possible” is the embodiment of this spirit in Huawei’s consumer business. In the actual work, it is the pursuit of excellence, with the ultimate pursuit of products to create a brand that consumers love and trust. < p > < p > in the past two years, US sanctions have brought great challenges to Huawei’s consumer business. But Yu Chengdong, who has an optimistic spirit, is full of confidence in the future. “No matter how big the difficulties are, we must find ways to overcome the past.”. < / P > < p > those who pay attention to the mobile phone industry will find that Huawei’s offline channels have developed rapidly in the past two years. According to the survey data of industry data research institutions, in 2019, 7 of the top 10 best-selling offline retail outlets in China are Huawei series mobile phones. < / P > < p > “without sanctions, we would have been much stronger. What you see now is not fierce, but the result of being scarred Yu Chengdong said. < p > < p > talking about why Huawei’s consumer business has developed so rapidly, Yu Chengdong shares his theory of the n-th power relationship of 4. That is, once the product is ready, one person can affect four people a year. It doesn’t seem like a big effect when 1 becomes 4, 16, or 256, but when 256 becomes 65536, it is the power of exponential growth. < / P > < p > “it’s very difficult in the first few years, but we have always insisted on making good products and making products that consumers like and trust. Through years of accumulation, the brand broke out.” Yu Chengdong said. < p > < p > just for the waterproof function of Huawei mobile phone, Yu Chengdong has received many thanks from friends. Some are because Huawei’s mobile phone waterproof has saved other people’s lives, and some are because Huawei’s mobile phone waterproof has preserved users’ information for many years. < p > < p > 5g will be officially put into commercial use in 2019, and 2020 is considered to be the key year for the popularity of 5g mobile phones. With fierce competition among major mobile phone manufacturers, they are trying to seek more breakthroughs in appearance design. Although Huawei’s consumer business keeps growing momentum, the challenges are also obvious. < p > < p > the screen of Huawei P40 series mobile phones adopts the four song overflow screen which is extremely difficult to realize in the industry. For this reason, Huawei has paid a great price, and the scheme alone has been debated for seven or eight months. < / P > < p > “it’s easy to look at the small point you see in the appearance, but it’s hard to do it.” Why did Huawei do it? Yu Chengdong said that the key is the accumulation of ability. “If you don’t have core competence, you can’t go too far.” < / P > < p > you can see that offline retail is only one of Huawei’s many capabilities. Behind it are product design capabilities, innovation capabilities, brand capabilities, service capabilities, process it support capabilities, and supply chain capabilities. < / P > < p > in addition to facing the present, Huawei’s consumer business is also planning for the future. Yu Chengdong believes that the key to the success of Huawei’s consumer business is to continue to build its own HMS ecosystem and build a “1 + 8 + n” whole scene Smart Life strategy for the era of Internet of things. < / P > < p > the so-called “1 + 8 + n”, “1” refers to smart phones, “8” refers to tablet, watch, headset, smart speaker and other products, “n” refers to a large number of IOT devices, and “+” refers to connected devices. It enables consumers to experience smart life seamlessly in the scenes of home, office, travel, sports, video and audio. < p > < p > for example, when consumers are in the home scene, they no longer need to manually turn on their home appliances and use Huawei Hilink, which only needs voice control; in mobile office scene, consumers can experience the functions of one touch file transfer and multi screen collaboration between mobile phones, computers, tablets and other terminals; in smart travel scenarios, mobile phones can be connected to the car without any sense, and the audio content in the mobile phone can be continuously heard on the car, and consumers can voice control home appliances in the car. At present, Huawei’s human vehicle home full scene intelligent interconnection solution hicar has cooperated with many automobile manufacturers to realize seamless connection between different devices. < / P > < p > “in the past eight years, our business has achieved tremendous growth, and I believe we will continue to grow even more in the next eight years.” < p > < p > more than ten years ago, Huawei entered Europe and encountered great difficulties. As the birthplace of GSM and 3G technology, there are Alcatel, Ericsson, Siemens and Nokia in the European market. Due to their lack of fame, many Europeans even regard Huawei as a fraud company. < p > < p > in 2003, Telfort, a Dutch operator, is preparing to build its own 3G network. Because the computer room is too small to accommodate only two cabinets, it found Nokia and Ericsson, hoping to help them produce smaller cabinets, but they were all rejected. This inspired Yu Chengdong. He led the wireless team to establish a set of architecture completely different from Ericsson, that is, the later Huawei fourth generation base station singleran, which based on a single access network, realized the integrated deployment, smooth evolution and efficient operation of GSM / UMTS / LTE, so as to simplify the contradiction between bandwidth growth and profitability faced by operators. In December 2008, German O2 took the lead in choosing Huawei singleran. Since then, singleran started the prelude to promote the development of mobile communication industry in Europe. < / P > < p > “if you want to ask me what I’m good at, I think it’s still technically, maybe the brand is not what I’m good at.” But after taking over Huawei’s consumer business and taking charge of market development, he still read a lot of books on brands, Yu said. < / P > < p > “every industry is a knowledge, so is brand marketing. Some things that others are capable of do not mean you are capable. If you do, you’re going to lower your brand. ” In Huawei for 27 years, Yu Chengdong has been responsible for many businesses, from wireless network to consumer business. Every time he enters a race track, the most important thing is to learn. < p > < p > one year, he was hospitalized due to illness, and Yu Chengdong spent his time in the hospital reading a lot of books. When a lot of people are in hospital for a few days, they are very happy because they can have a large amount of time to read. His heart is eager to let himself quiet down, can quietly read books, to the beautiful scenery of the place to run. “It’s just that I’m too busy with my work now to realize it,” Yu said with a smile. < / P > < p > he has to make the most of his time and read all kinds of books whenever he has time. “When you’re in your 20s, you can’t go through someone else’s 80’s, but by reading books, you can get a quick look at life.” In Yu Chengdong’s view, many problems that perplex reality can be found in the book, such as, how successful people go to success, how to overcome difficulties, and so on. However, in his present position, there is too much work for him to make decisions and make decisions. The work phone calls always come one by one, and his schedule is filled in like filling in the blanks. Even on weekends, he has arranged social activities. “After you sit in this position, whether you like it or not, you have to do it.” Yu said he didn’t like social intercourse, but it was also a kind of respect for others. In the interview, we also felt his respect for people. Originally, his assistant said that because there was a meeting to come, he hoped the interview would end in 45 minutes. However, after seven or eight minutes, he still did not show his impatience like many busy executives. He asked with a smile if there was anything else I wanted to ask. < p > < p > Yu Chengdong believes that other people’s experiences have an impact on himself. When he was a child, his family didn’t even have a radio. His only entertainment was listening to his father