Chapter 47 Combine vertically and horizontally, strike late

Sun Tzu said: "Water controls the flow because of the ground, and soldiers win because of the enemy. Soldiers have no constant momentum, water has no constant shape, and those who can win because of the enemy's changes are called gods." These words can sum up Huawei's flexible strategy tactics. The reason why Huawei can defeat its competitors has two key tactics, one is to cooperate vertically and horizontally, and the other is to strike late.In the process of growing up, Huawei has been entangled with ZTE, its rival in the same city. One of the most important things that Huawei has said in belittling ZTE is that ZTE is opportunistic.From access network, transmission, ADSL, broadband PHS, mobile phone, CDMA, TD-SCDMA to overseas markets, ZTE seems to have not missed a single opportunity, but when a big opportunity comes, ZTE has never been able to achieve the No. 1 market share.Huawei, on the other hand, often only makes technical reserves during the market introduction period, and is hesitant to do or not to do it. However, once it invests, it can often become the number one in the Chinese market and even the top few in the global market.This is Huawei's late attack.

What is post-strike?Ren Zhengfei explained: "Strategic post-strike means not provoking war first, not firing the first shot strategically, but taking corresponding military actions based on specific circumstances to strive for victory in the war. This is an active defense strategy. basic guiding principles. "Adhere to strike after the attack. In military terms, the enemy may gain some strategic advantages. We will inevitably be in a passive strategic position at the beginning of the war. However, as long as we implement correct war guidance and make adequate war preparations in advance, By taking active and effective measures, we can get rid of passivity, gradually transform the situation between the enemy and ourselves, seize the initiative in the war, and defeat the enemy."

Three steps ahead is a martyr, and half a step ahead is advanced.In the global technology family tree, Chinese companies can only be followers for a long time; although they are becoming more and more active in the formulation of global standards, they can only play a supporting role.Therefore, it is difficult to form a preemptive advantage technically. In terms of influencing government decisions, Huawei is a private company with limited influence.For example, PHS, Huawei lobbied for PHS’s backwardness in terms of technology, and blocked it everywhere, but PHS is still booming in the market, making Huawei very lonely. Until today, the Ministry of Industry and Information Technology has forced PHS to withdraw from the network within a time limit, but more than 200 billion has already been invested. , The manufacturer has earned all the money that should be earned.Huawei actively advocated CDMA450 technology, but in the end it could only be applied in Tibet to contribute to universal services, but the Ministry of Information Industry issued repeated orders to stop it.Later, when it came to 3G licensing, Huawei was much smarter and actively prepared for the battle. It changed from actively advancing at the beginning to not expressing opinions.Therefore, it is difficult to achieve a first-mover advantage in terms of policy influence.

However, in terms of R&D capabilities, marketing capabilities, and corporate execution, Huawei is often able to come first.How did Huawei do it late? That is Huawei's principle of pressure. Article 23 of the "Huawei Basic Law" states: "We adhere to the 'principle of pressure' on the key factors of success and selected strategic growth points, and allocate resources with a strength greater than that of major competitors, or we will not do it; if we want to do it, we will do it extremely Dadi concentrates human, material and financial resources to achieve key breakthroughs."

In history, there are many wars in which more is won with less, but most of the decisive battles are contests of strength.In Huawei, once the direction is determined, it is generally necessary to allocate sufficient resources and concentrate efforts on one point. In the Chinese market, Huawei has covered every province with its marketing agency, and carried out raids in units of counties in the early stage.However, international companies only have branches in some provinces and cities, and most of them are in Beijing.Huawei's personnel investment in a province exceeds the personnel of some foreign companies in the whole of China, which has won the victory of encircling the city from the countryside.

How to deal with the interests of customers, shareholders, employees, partners, suppliers, and the government often becomes a key factor for a company to grow bigger. In the early days, Huawei successfully attracted Chinese operators to participate in shares, and established joint ventures with operators, so that you have me in you, and you in me.After globalization, Huawei has worked hard to form strategic partnerships with world-class operators such as British Telecom and China Mobile. Huawei's employee shareholding is both a shareholder and an employee, and the company's cohesion and execution are naturally strong.

In dealing with suppliers, Huawei has learned from IBM and has always regarded suppliers not only as simple suppliers, but as partners, paying attention to the healthy growth of the industrial chain. In terms of government relations, Huawei has always been respectful and far away, and far and near, with a precise sense of proportion, not only to win the support of the government, but also to avoid excessive government intervention. For the media and public relations, Huawei has kept a low profile and has always been the focus of media attention. The media often circulates an article by Mr. Ren, which seems to be inadvertent, but it has become the focus of study and discussion in the industry. Book".Great things were done for little money.

Huawei refers to competitors as "friends".Since the lawsuit with Cisco in 2003, Huawei has suffered a lot and gained a lot of wisdom; it has set up a special department to seek cooperation with international competitors, cross-license patents with Western companies, manufacture wireless systems for Motorola, and Siemens Established a joint venture company and so on.Long distance and close attack, among the various intricate relationships, there are both vertical and horizontal.