In 2017, at the "Partner Conference" that year, Huawei first proposed a "platform + ecology" two-wheel-driven strategy, actively embraced industrial changes with a more open mind, and cooperated with partners at all levels in the industry chain. Work together to achieve new market breakthroughs.
At that time, the digital transformation of Chinese enterprises and industries had just started, and Huawei hoped that through its strong digital platform capabilities and its partners' deep understanding of the industry, the two parties could better drive the digital transformation of enterprises in the form of complementary capabilities. It was also Huawei who repeatedly emphasized to the industry at that time that it insisted on being "integrated" unwaveringly, and emphasized the underlying logic that Huawei's business "has boundaries".
In the past few years, Huawei's government and enterprise business has achieved continuous growth through the practice of "integrated" and "platform + ecology" strategies.
However, Huawei also sees that as the digital transformation of enterprises enters the "deep water zone", the new generation of digital technology will further penetrate into various industries, which will also drive the industry's digital transformation and intelligent upgrade to "shift speed". Among the many uncertain needs and changes, creating and harvesting greater and higher deterministic value undoubtedly means that Huawei and every partner of Huawei have ushered in greater challenges.
This is also the key reason why Huawei officially announced a new change to the partner system at the just-concluded "Huawei China Partner Conference 2023". Partners are deeply involved in the three types of markets: NA, business and distribution, to achieve common growth with partners, and to support the digital transformation of the industry and the commercial success of small and medium-sized enterprises.
As Wu Hui, President of Huawei China's government and enterprise business, said, the ultimate goal of building an open cooperation system of "partner + Huawei" is to build a systematic competitiveness. In the future, complex businesses such as the government and enterprise market will be the core of the system. This also means that both Huawei's "research, marketing, supply, marketing and service management" capabilities and the cooperation method of the entire partner system will change. Therefore, only by building the strongest competitiveness through "partner + Huawei" can we win the digital future together.
Coping with ever-changing digital transformation and upgrading
In Wu Hui's view, the digital transformation has reached today, and the entire government and enterprise market is undergoing two major changes. Specifically:
On the one hand, it has become a consensus in the whole society that digitization has become a factor of production. It can be seen that the current digitalization of the industry and the development of the digital economy have become more and more popular. Whether it is a large enterprise or a small and medium-sized enterprise, it is paying attention to the digital transformation process of the enterprise itself.
The data shows that 50% of China's top 1000 enterprises have taken digitalization as the core of their strategy, and 79% of small and medium-sized enterprises have started digital exploration; more and more enterprises are applying intelligent technology as a means of production. It is estimated that by 2026, the artificial intelligence industry will The penetration rate will reach 20%. It can be said that digitization and intelligence have become the key driving forces of economic and social development. They can not only release new value for leading enterprises that take the lead in digital transformation, but also become the key to improving quality, reducing costs and increasing efficiency for the majority of small and medium-sized enterprises. Lead a new round of industrial transformation.
On the other hand, in the face of the wave of digitalization, because large enterprises and small and medium-sized enterprises have different scales and capabilities, their demands for digitalization are also different. Similarly, this also puts forward different requirements for partners, so only through "intensive cultivation" can the pace of digital transformation of enterprises be accelerated faster.
Among them, thousands of large enterprises have entered the "deep water area" of digitalization and need innovative solutions; hundreds of thousands of small and medium-sized enterprises hope to learn from the experience of pioneers to achieve better and faster Digitization; tens of millions of small and micro enterprises often need some small-scale and standardized digital requirements.
Huawei actually saw these changes taking place in the entire market last year, so it proposed the strategy of "one deep cultivation, two expansions" . Deep cultivation refers to helping leading enterprises to accelerate digital transformation, mainly creating more complex digital systems ; and the expansion is mainly for small and medium-sized enterprises and thousands of households. Huawei also hopes to provide products suitable for them. In the process of meeting these needs, Huawei sees a completely different system. In the large-scale enterprise market, Huawei, partners and customers are mainly engaged in joint innovation; while in the small and medium-sized enterprise market, more enterprise entities and thousands of households are reached through the sales network of partners.
It can be seen that with the acceleration of digital transformation, more and more companies are raising their digital strategy to a new level, and the process of transformation is also moving from "shallow" digitalization to "deep" digitalization. Partners and the partner system behind them have put forward higher requirements. For Huawei, only "innovation and change" can cope with the "ever-changing" digital transformation of enterprises, and this is why Huawei announced the creation of "partner + Huawei" open The core of the cooperative system.
Interpretation of the "intensive cultivation" of the three types of markets
So, what exactly does it mean behind the open cooperation system of "partner + Huawei"? In what way will Huawei promote the implementation of the "partner + Huawei" strategy?
In this regard, Wu Hui said that partners are in front of Huawei, which means that Huawei will be more partner-centric in business design. Not only that, by building an open cooperation system, Huawei hopes that more partners can join this system. At the same time, Huawei can choose partners, and partners can also choose Huawei.
In this process, the best embodiment of "partner-centric" business design is that Huawei has made every effort to deploy three types of markets, namely NA, commercial and distribution markets, and has formulated different cooperation strategies. Huawei hopes that through the three types of markets The "intensive cultivation" of the industry accelerates the digital transformation of the entire industry. We can interpret it from three dimensions:
First of all, in the NA market, Huawei's strategy is to cooperate with partners and build lighthouses to replicate. The NA market is often dominated by large enterprises, and after the digital transformation of these large enterprises enters the "deep water area", the demand is mainly reflected in the increasingly complex and systematic requirements for innovation, so this requires Huawei and its partners have joined forces to fight three-dimensionally, covering the entire industry from point to point.
Over the past few years, Huawei has turned the development blueprints of industry customers into reality by pulling together industry corps, R&D, and marketing and sales teams. In this field, Huawei needs to build industry beacons and industry influence, develop solutions that meet customer needs from complex scenarios, and promote digital transformation of the industry through solutions to achieve cost reduction and efficiency enhancement for customers. Based on such capabilities, the partner system will comprehensively replicate and cover the industry.
Of course, behind the extensive replication of the lighthouse, there are also more requirements for partners. To this end, Huawei has proposed the rule of "two rulers and eight dimensions". Based on this rule, Huawei hopes that partners must be able to jointly innovate with customers, address customers' industry informatization and intelligence needs, and realize digital transformation. This ability is reflected in the influence of the industry circle, the ability to create joint solutions, the sales ability of complex solutions, and the ability to serve the entire process.
For partners in the NA market, Huawei realizes benefit sharing with partners by "improving traction capabilities, encouraging continuous growth, and jointly expanding the market". For example, Huawei has built a partner map and entered the IT platform to further gather capable partners; in terms of incentives, Huawei has determined that "the higher the identity, the higher the incentive; the higher the ability, the higher the incentive; the more you do, the more you get, encourage growth." In terms of service, on the basis of last year, Huawei will increase to 500 dedicated personnel to support capable partners, be responsible for the success of partners, and protect the rights and interests of partners.
Secondly, in the commercial market, Huawei's strategy is to support partners to lead and achieve wide coverage of the market. The core is to develop and support more partners with "self-ordering" capabilities to jointly serve customers in the commercial market.
Last year, Huawei officially announced to join hands with partners to expand the business market. At the same time, it decided to focus on partners, and carried out end-to-end adaptation from the aspect of "research, marketing, supply, marketing, service management" to build a trustful and open cooperation model to make partner business easier. efficient.
Wu Hui said that in the commercial market, this is the first time for Huawei to design business with partners as the center. All business design is aimed at the partner's independent operation and business closed loop, from marketing, to business opportunities, to project operation, to delivery implementation and stock operation, all are completed by partners. Of course, Huawei will also provide support around every link in the transaction chain: marketing enablement, solution design support, partner reporting and rights protection, agile supply, enabling partners to deliver independently, after-sales technical support and enabling, etc., ultimately enabling partners to End-to-end autonomy.
In addition, in order to better serve partners in the commercial market, Huawei has also significantly increased its investment in human resources. The number of partner sales managers has reached 1,200, and the general distributor will have 1,500 pre-sales staff. ASC (Authorized Service Center) ) service-oriented partners will increase to 800 people. The manpower investment of partners can respond to partners in a timely manner from all aspects of expansion, configuration, quotation, and bidding, and enhance the capabilities and competitiveness of partners in all stages of the business operation process; and in terms of incentives, Huawei invests 12% in commercial market partners. At the same time, invest 400 million to encourage partners to do more projects, encourage growth, encourage first-order cooperation, and encourage the establishment of ASC (Authorized Service Center).
Finally, in the distribution market, Huawei focuses on distributors, restructures the distribution partner system, and jointly expands the blue ocean. In the distribution market, Huawei first proposed to adhere to "long-termism", and created an exclusive brand and product "Huawei Kunling" for the distribution market. In the future, it will also adopt the new two-wheel drive method of "product is king + scene sales", Make distribution easier, and thus expand the distribution market together with partners. (For more content, please refer to: " Huawei Restructures the Distribution Partner System and Adhere to the "Long-Term Principle" to Expand the Distribution Market ")
Wu Hui believes that in the distribution market, what partners are most afraid of is overstocking and unreasonable prices. It is unhealthy to only sell in and not sell out. What Huawei needs to do is to distribute products through a rich sales network and always cover To the end stores and contractors, this is the real value of Huawei's distribution. Therefore, in our distribution business, we will have a longer-term perspective to build an end-to-end system.
Based on this, Huawei will do a good job in four aspects, including "clear cooperation rules, so that partners can feel more at ease; make the order more orderly, and invest in returns; provide richer incentives and encourage Sell-Out; build a support platform so that Cooperation is more efficient." Especially in terms of incentives, Huawei has also increased the proportion of incentives for distribution. It is expected to invest 1.5 billion in 2023 to encourage "Sell Out". At the same time, the types and methods of incentives are also more abundant, including salons and door-to-door stores , cases, empowerment, etc., through rich and diverse incentives to match the business characteristics of distribution.
The "re-elevation" of Huawei's partner strategy
Undoubtedly, from the beginning of Huawei's proposal of "being integrated", to the "platform + ecology" strategy, and today's proposal to jointly build an open cooperation system of "partner + Huawei", behind it is not only a "re-elevation" of Huawei's partner strategy , and more importantly, it also indicates that the competition in the entire government-enterprise market in the future will also move towards a "system struggle".
In fact, the judgment of the "system dispute" is derived from the practice and precipitation of Huawei and its partners in the market in the past few years. Huawei believes that government and enterprise business is an intricate system. For example, the assembly line of a factory is more about pursuing efficiency to the extreme. However, once this method of pursuing efficiency reaches the intricate system, it may not be effective. The accuracy of the link can improve the overall efficiency, because behind the intricate system is a complete set of systems, and this time, Huawei's business design centered on partners and the creation of an open cooperation system of "partner + Huawei" is precisely for the purpose of building Efforts to make systematic competitiveness.
Objectively speaking, building systematic competitiveness not only tests the capabilities of partners and Huawei, not only the capabilities of the market, but more importantly, the core capabilities of "research, marketing, supply, marketing, services and management". At the same time, capabilities alone are not enough. "Order, rules, incentives, and platforms" are also needed to build a good business environment and enable "partners + Huawei" to prosper and develop together in the system.
It is precisely because of this that facing the future, Huawei will continue to do a good job in its core capabilities of "research, marketing, supply, marketing, service management". Among them, in terms of research and development, Huawei must not only create products with leading technology around head customers and complex scenarios, but also create good marketable products for the majority of small and medium-sized enterprises; in terms of marketing, Huawei will not only do "big "Flood irrigation" marketing will also create a "drip irrigation" marketing centered on partners; in terms of supply, Huawei can not only supply complex scenarios like the operator market, but also continue to build a supply system to achieve in the distribution business. In the "spot cash" transaction, the "1-3 days" supply in the distribution market is guaranteed, and the "3-7 days" supply of the main products is guaranteed in the commercial market.
At the same time, in terms of sales, Huawei has promoted the digital transformation of thousands of industries in an all-round way through the layout of three types of markets; One kilometer", through the construction of ASC, every Huawei user, regardless of size, can obtain a consistent service experience; in terms of management, Huawei also builds a management system according to the three types of markets to improve the efficiency of Huawei's partner system. Improve efficiency, reduce operating costs, and greatly enhance customer-facing competitiveness.
On this basis, around the four dimensions of "rules, order, incentives, and platforms", Huawei will also strengthen its support for partners, and jointly build an open cooperation system of "partner + Huawei" to create a stable, benign, and healthy , sunny and transparent business environment. Among them, in terms of rules, Huawei advocates "clear responsibilities and rights, and simple cooperation"; in terms of order, Huawei adheres to "long-termism" and a win-win future; in terms of incentives, Huawei emphasizes "guiding capabilities and leading growth"; To carry out "comprehensive openness and efficient collaboration", and in the process of digital transformation of enterprises and industries, "be partners and achieve mutual success" with partners.
As Wu Hui said at the end: "In the past, we always raised our arms and shouted 'partners, follow me', but by creating an open cooperation system of 'partners + Huawei', we hope that more partners will say to us 'Huawei, I want to come', let us not only have profits, growth, but also a better future in the future."
In general, the top-level planning of "Digital China", the overall layout of Chinese-style modernization, and the acceleration of digitalization have created huge historical opportunities for the entire industry. In this context, Huawei has joined hands with more partners to deepen the three types of markets: NA, business, and distribution through the joint construction of an open cooperation system of "partner + Huawei", while actively building a "systematic" competitiveness for the future government and enterprise market , is not only Huawei's latest move to "advance with the times" and actively respond to market demand, but also an inevitable choice in this era.
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.
