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“We will have dedicated products for India with localised features as part of the strategy… India will now have full support from our global team for retail expansion, manufacturing and product portfolio,” George Zhao, global president, Honor told ET. “We are open for fresh investments, which will be aligned with our growth.”
The new strategy and branding, announced in China last year, is being implemented in India this year. Honor became China’s number one online brand in 2018, pipping Xiaomi, and now plans to replicate the success in India.
Huawei (along with Honor) was the third largest brand globally, with 16.1% share in the fourth quarter of 2018, against Xiaomi’s 7.6% share, according to IDC. In India, Honor was the second fastest growing brand with 183% growth in 2018, and was ranked No. 8 with 3.2 % share, as per Counterpoint Research.
“We have proven in China that we can win the market. Now, we want to replicate that in India without making any mistakes. India is a super important market for us and it has proven its value,” said Zhao. “The brand has a long-term strategy for India.”
Honor plans to be a full range player, with devices<\/a> priced in Rs 7,000-40,999 range under the new strategy. Huawei as a brand is now focusing on ultra-premium handset category of Rs 60,000 and above to compete with the likes of Apple and Samsung.
Zhao said that Honor’s management is now mulling over starting exports from India to other markets, having recently expanded the manufacturing capabilities with Taiwan’s Foxconn. It has been making products through contract manufacturer Flex since 2016 in India.
The Chinese handset maker has also started discussions with its component suppliers for local sourcing to deepen its manufacturing capabilities and to support future exports from the country.
Asked whether profitability would also be a part of the new India strategy, Zhao said that Honor hasn’t given profit-driven target to its India team as the focus is on establishing the brand. “We are not looking for immediate profits,” he said.
To establish the offline channel, the global president of Honor said that the company wants to work with small retailers to have a deep offline distribution. “Our aim will be to support small retailers and make them profitable in the market. We are looking for partners to have a complete offline ecosystem,” he said. “We started as an internet brand, but we will now be present in both offline and online channels.” Zhao said.
Honor also plans to set up exclusive stores across the country, he said.
Under the new global strategy, Honor is aiming to expand its presence in various countries, including Middle East and Western Europe. It had also set up two design centers in Milan and Paris. “In each country, we want to become a glo-cal brand where approach is based on local needs with a global view.”
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华为的子品牌荣誉计划新鲜印度投资;眼睛在智能手机市场榜首
新战略和品牌去年在中国宣布,今年在印度正在实施。它在2018年成为中国第一的在线品牌击败小米,现在计划在印度复制成功。
为印度“我们将有专门的产品本地化特征作为策略的一部分,…印度现在已经从我们的全球团队全力支持零售扩张,制造业和产品组合,”乔治。赵全球总裁、荣誉等说。“我们是开放的新投资,将与我们的增长。”
新战略和品牌,去年在中国宣布今年在印度正在实施。荣誉在2018年成为中国第一的在线品牌,击败小米,现在计划在印度复制成功。
华为(连同荣誉)是全球第三大品牌,在2018年第四季度的16.1%的份额,对小米的7.6%的市场份额,根据IDC。在印度,荣誉是第二个增长最快的品牌在2018年增长了183%和3.2%的市场份额排名8号,根据对比研究。
“我们在中国已经证明,我们能赢得市场。现在,我们想复制,在印度没有犯任何错误。印度是一个非常重要的市场,我们证明了它的价值,”赵说。”品牌有一个印度的长期战略的一部分。”
荣誉计划是一个全面的球员,设备以Rs 7000 - 40999范围根据新的战略。现在华为作为一个品牌的重点是顶级手机类别的Rs 60000及以上与苹果和三星等竞争。
赵说,荣誉的管理是现在开始考虑从印度出口到其他市场,最近扩大了与台湾的富士康制造能力。它是通过合同制造商生产产品Flex在印度自2016年以来。
中国手机制造商也开始与当地采购的零部件供应商讨论,深化其制造能力,以支持未来出口的国家。
问是否盈利能力也将是一个新的印度战略的一部分,赵说,荣誉没有利益驱动目标给印度团队的重点是建立品牌。“我们不是寻找直接的利润,”他说。
建立线下渠道,全球荣誉主席表示,该公司希望与小型零售商合作,有一个深离线分布。“我们的目标是支持小型零售商,让他们有利可图的市场。我们正在寻找合作伙伴有一个完整的离线的生态系统,”他说。“我们开始作为一个互联网品牌,但我们将会出现在离线和在线渠道。”赵说。
荣誉还计划建立全国独家商店,他说。
在新的全球战略下,荣誉的目标是扩大在各个国家,包括中东和西欧。它还设立了两个设计中心在米兰和巴黎。“在每个国家,我们想成为一个glo-cal品牌,方法是根据当地需要一个全球观点。”
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