Undoubtedly, with the acceleration of digital transformation, enterprises of different types and sizes present different difficulties and characteristics in the face of digital transformation, and at the same time put forward higher requirements for partners. Therefore, only through The "intensive cultivation" approach can better accelerate the pace of digital transformation of enterprises.
It is precisely because of this that at the Huawei China Partner Conference 2023 held recently, Huawei announced a new change to the partner system. Integrity as the basis, rules as the guarantee" concept, build a healthy and win-win partner system, grow together with partners, and effectively support the digital transformation of the industry and the commercial success of small and medium-sized enterprises.
Especially for the distribution market, Huawei proposed to adhere to the "long-term principle" in the distribution market, and created an exclusive brand and product "Huawei Kunling" for the distribution market for the first time. The new way of driving makes distribution easier, so as to expand the distribution market together with partners.
Just as Chen Bin, Director of Huawei's China Government and Enterprise Distribution and Sales Department said: "As the consumer market continues to pick up, the distribution market will be the first to feel the wave of digital demand. For the distribution market, Huawei will use the Huawei Kunling brand, '6 Easy 'Powerful and orderly' policy system, efficient trading platform, grow together with partners, and help thousands of enterprises enjoy digitalization. "
Behind the long-termism
Distribution is not a new topic. It has been a mainstream business model in China's ICT market for the past 30 years. Distributors not only face problems such as customer loss, profit decline, and revenue reduction, but many traditional distributors also encounter problems such as high management costs, logistics, and poor capital flow.
The bigger "stubborn disease" is that there are always phenomena such as "overstocking", "cross-selling" and "disorderly prices" in the traditional distribution system, which also makes the distribution business model "evolve" into a one-off sales behavior, whether it is a manufacturer or a Partners focus on short-term value, but do not care who the end customer of the product is. This is also the crux of the traditional distribution model that is "unsustainable".
Based on this, Huawei proposes to return to the essence of distribution. In the future, it will adopt a new strategy of "constructing a healthy and orderly distribution partner system with distributors as the mainstay and engineering companies as the center". With a more long-term perspective, we will build an "end-to-end" distribution system, allowing products to cover the most extreme engineering companies and installers through a rich and diverse sales network, thereby maximizing the release of the true value of the distribution model. Specifically:
One is to clarify the rules of cooperation to make partners feel more at ease. Huawei will uphold the concept of "focusing on distributors and engineering companies as the center". In the future, it will select distribution partners based on industry and regional characteristics, and at the same time pay more attention to the professionalism of distribution partners. Partners "sink down", allowing partners to have a broader market space and growth time.
The second is to make the order more orderly and invest in returns. In response to distributors' biggest concerns about order and chaotic prices, Huawei has introduced six major measures, including building a distribution partner development and management committee (PDMB) to quickly close-loop partner complaints; adding a shipping registration system to allow partners to sell with confidence; introducing Joint management of third-party services is a multi-pronged approach; through device scanning code activation, full link visibility is realized; market order co-construction incentives are set; an orderly operation management platform is built to resolve the "stubborn disease" that plagues the distribution market.
The third is that the incentives are richer and Sell-Out is encouraged. Huawei not only pays attention to "Sell In", but also encourages "Sell Out". For this reason, Huawei has increased the proportion of distribution incentives. Head stores, cases, empowerment, etc., match the business characteristics of distribution through diversified incentives.
The fourth is to build a support platform to make cooperation more efficient. Huawei has created the Kunling official website and Kunling APP, through continuous iteration and enrichment of functions, to make cooperation more efficient. It is expected that Huawei will complete the visual construction of the entire transaction link in 2023.
From the details of several dimensions such as "rules, order, incentives, and platforms", it can be seen that Huawei is consolidating the "long-termism" of the distribution system by "doing its words". In system construction, we consistently pay attention to the embodiment of long-term layout. At the same time, this kind of strategic determination is undoubtedly commendable compared with the previous distribution model's emphasis on "short, flat and fast". It is also the core of Huawei's proposal to return to the essence of distribution.
Product is king + scene sales
As we all know, the distribution market mainly covers small and medium-sized enterprises, but it must also be noted that small and medium-sized enterprises have weak market resistance and weak digital capabilities. A serious lack of relevant experience, coupled with the lack of capabilities of many SMEs in terms of human resources, business management, and capital, has forced many SMEs to "passively move forward" in the process of digital transformation.
To this end, Huawei has created an exclusive brand and product "Huawei Kunling" specifically for the distribution market. The two-wheel drive method of "product is king + scene sales" builds an end-to-end digital solution for small and medium-sized enterprises, thereby breaking the situation of "don't want to switch, dare not switch, and won't switch" in the SME market.
The earth is Kun, and Kun Ling represents the spirit of beauty bred by the earth. It also means that Huawei hopes to take root in the fertile land of the distribution market, grow together with partners, and enable thousands of enterprises to easily digitize with flexible and intelligent solutions. , it is not only a sub-brand under Huawei's main brand, specially designed for customers and partners in the distribution market, but also a set of Huawei's policies, products, solutions, services and digital tool platforms for the distribution market. We can start from Three dimensions to observe:
First of all, for distribution partners, "Huawei Kunling" provides a one-stop trading platform, which realizes the digitalization of the entire transaction journey with an e-commerce experience, making sales more efficient and business more secure.
Secondly, for the majority of engineering companies and installers, "Huawei Kunling" launched convenient plug-and-play products, using automation technologies such as self-organizing network and self-tuning, combined with mobile APP tools to realize one-stop services such as scanning code deployment and intelligent network optimization. Key operation and maintenance capabilities, greatly reducing the complexity and cost of installation, deployment and operation and maintenance, making delivery and services worry-free and easy to master.
Finally, for tens of millions of enterprise customers, "Huawei Kunling" will inherit the consistent high-performance, safe and reliable, green and energy-saving quality assurance of Huawei products. Distributing marketable products allows small and medium-sized enterprises to more easily obtain digital office and production experience.
On this basis, "Huawei Kunling" will further meet the different needs of distributors, engineering and installers, and small and medium-sized enterprises with the two characteristics of "product is king and scene sales".
On the one hand, product is king, which means that Huawei, as a company with the most complete ICT products in the industry, will give full play to the advantages of multiple product portfolios, design product portfolio solutions for distribution scenarios, and meet the scenarios of customers and partners in one stop demand, and minimize the difficulty of sales, supply and service.
It is understood that in order to better create full-scenario distribution products, Huawei has set up seven distribution R&D organizations, including intelligent collaborative distribution PDT, industry-aware distribution SDT, government-enterprise optical network distribution PDT, datacom park distribution PDT, and datacom security Distribution PDT, Ascend Computing Distribution PDT, and Data Storage Distribution PDT are expected to release more than 70 products specially developed for the distribution market in 2023 to further help small and medium-sized enterprises improve their digitalization level.
On the other hand, scene sales refers to Huawei Kunling, which is aimed at SOHO office, hotel catering, commercial real estate, retailer supermarket, office security and other scenarios, based on the concept of "easy to buy, easy to sell, easy to install and maintain, easy to learn and use". 6 easy characteristics, creating 7 major distribution product series, providing full scene coverage for the digitalization of small and medium-sized enterprises.
Among them, Huawei Kunling launched the industry's first full-scenario 3000Mbps Wi-Fi 6 hummingbird package, providing users with fast Internet access anytime, anywhere; in the field of data communication parks, the first routing and switching "all-in-one" gateway-Huawei Kunling S380, The number of hosts and forwarding rate are industry-leading, and the deployment of the entire network can be completed in 5 minutes; in the field of data communication security, Huawei Kunling USG6300F firewall is the first release, which can easily solve customer network security problems.
In the field of optical networks, Huawei's Kunlingxiao all-optical Aurora suit was released for the first time. It contains the industry's most integrated optical gateway and integrates functions such as Wi-Fi roaming, routing, and Portal authentication. At the same time, the kit includes a panel optical AP, and the optical fiber uplink releases the best performance of Wi-Fi 6, providing extremely fast and extremely stable network experience for users in commercial stores, small and micro enterprises and other scenarios, and helping partners to realize easy sales, easy installation, and easy maintenance.
In the field of intelligent collaboration, Mic 100 omnidirectional microphone and Bar 310-C video conferencing all-in-one machine were released for the first time. Mic 100 supports 20 hours of long battery life, and can intelligently cancel more than 200 sudden noises. The Bar 310-C video conferencing all-in-one machine uses exclusive video enhancement VME technology and other features, so that remote conferences can be heard and seen more clearly. The Huawei IdeaHub collaboration tablet series, through extremely simplified installation and operation, allows every employee and every enterprise to enjoy a digital office method and unleash organizational efficiency.
In the field of intelligent perception, released the industry's first AI perimeter camera that supports super encoding. The encoding compression rate is 50% higher than that of H265, which saves half the cost of hard disk storage. It is lossless compression and compatible with H265 encoding. At the same time, the perimeter detection is upgraded through AI technology, with an accuracy rate of more than 95%, which can accurately distinguish the types of people, vehicles, and non-motorized vehicles, and effectively filter out various interferences. At the same time, Huawei released the world's first light field screen module, creating a new category of car screens.
In the field of computing, Huawei launched the Atlas 300V Pro video analysis card, which can be applied to standard servers and edge industrial computing equipment, providing a single card with a maximum of 128 channels of 1080P 30FPS video image analysis capabilities; in the field of data storage, Huawei launched a new generation of Kunpeng hyper-converged FusionCube Nemo 600 series Products, focusing on virtualization, desktop cloud and database scenarios, help enterprises develop independent innovation.
In the process, Huawei hopes to further "pull" distributors, engineering companies, and installers "from selling boxes to selling scenarios to achieve performance, space, and profit improvements" through the 7 major distribution product series, and meet the requirements in a more down-to-earth way. Scenario-based application requirements for small and medium-sized enterprises.
Objectively speaking, the so-called "devil hides in the details", to win the recognition of the small and medium-sized enterprises, more "details" will occur in the "deep excavation" of the needs of small and medium-sized enterprises, and behind it not only must be high-quality , high-performance, high-experience products and solutions to meet user needs, but also to strive for the continuous construction of distribution ecology. The "emergence" of Huawei's exclusive brand and product "Huawei Kunling" specifically for the distribution market not only reflects Huawei's care and investment in the digital transformation of small and medium-sized enterprises, but also represents Huawei's "intensive cultivation" of the small and medium-sized enterprise market with its distribution partners. vivid interpretation.
Make Distribution Business Easier
In addition to adhering to the "long-term principle" in the distribution market and creating an exclusive brand and product "Huawei Kunling", Huawei has also continued to increase investment in the construction of partner digital platforms in recent years, creating and continuously optimizing partner-oriented tools and platforms. Make partners' business easier, expand more efficiently, and provide more convenient services, truly realizing "digital trading".
For example, as Huawei's newly created one-stop distribution business platform-Huawei Kunling official website PC terminal and Huawei Kunling APP, it has the capabilities of transaction, empowerment, marketing, service, and partner operation "five in one".
Taking marketing equipment as an example, Huawei can provide partners with video-based, automated, and mobile high-quality marketing materials. Partners can achieve independent marketing activities through "acquisition on demand" to meet the requirements of events, on-site meetings/model sites, etc. Taking partner operation as an example, distribution gold partners can realize independent management of performance/incentives through the platform, visualize operation of transaction data, better realize active management of inventory risks, maintain healthy inventory turnover, and promote healthy business development, etc.
In fact, the distribution business is aimed at a large number of small and medium-sized enterprises. The market is mainly covered by partners such as distributors, engineers/installers, etc. Improving the digital combat capabilities of partners is undoubtedly the key to the sustainable development of the distribution business. The distribution business has become easier. Therefore, Huawei has increased investment and optimized the digital combat platform. The value for the long-term development of the distribution business can also be said: "It is not only about the present, but also about the future."
In general, behind Huawei's restructuring of the distribution partner system, the greater significance is reflected in two aspects: First, through more scientific and efficient management of the distribution market, it is obvious that it can accelerate the further development of the regional market. Second, by building a healthy and orderly distribution partner system, the order and efficiency of the entire distribution can also be greatly improved, so that each layer Channel partners all have their own priorities and a clear division of labor, which not only makes the distribution business easier, but also facilitates the sound and stable development of the entire distribution ecosystem, maximizes the release of the value of distribution partners, engineers, and installers, and activates the productivity and productivity of this group. fighting power. This also marks that the transformation of Huawei's distribution business launched in the second half of last year has entered a new stage and entered a broader new blue ocean and new world.
Shenyao's Science and Technology Observation was founded by a senior technology media person, Shenski, who has 20 years of experience in dissemination of enterprise-level technology content. He has long focused on the observation and thinking of industrial Internet, enterprise digitalization, ICT infrastructure, and automotive technology.
