Editor’s note: This article comes from WeChat public account “Connect Insight” (ID: lxinsight), 36 氪 released with permission.This article is exclusively published in conjunction with Tencent News and may not be reproduced without permission.Wen / Qingsong Editor / Shui Sheng In the matter of “tearing Huawei”, Lu Weibing, president of Xiaomi China, has never disappointed.On March 24, Redmi K30 Pro flagship conference was held as scheduled.Throughout the conference, from performance to taking photos to the screen, Lu Weibing “touched the porcelain” Huawei Honor V30 Pro mobile phone, claiming that he has completely surpassed the Honor model from the above dimensions.The conference even set the sandpaper free fall test link of the Redmi K30 Pro and Honor V30 Pro. In the test, the Honor V30 Pro three machines fell after the back cover was broken, but the Redmi K30 Pro was intact.Not only that, Lu Weibing also gave this conference a special meaning.He regarded the release of the Redmi K30 Pro as the battle between the inflection point of the Redmi brand and the Honor brand, claiming to achieve a comprehensive surpass of Honor in 2020.Tu Yuan Lu Weibing’s personal Weibo “This transcendence is not only a transcendence at the product level, but also a transcendence of the brand and an overall transcendence in sales in the Chinese market.” Lu Weibing vowed.But it is worth noting that the Honor V30 series mobile phone was released on November 26, 2019. Lu Weibing compared the new Redmi K30 pro with the V30 Pro, leaving many “melon-eating people” confused, in their perceptionIn Redmi K30 pro, the true benchmark should be the Honor 30S, which will be released on March 30.As of now, Honor has not responded to this.Zhao Ming, President of Huawei’s Honor Business Department, and Yu Chengdong, CEO of Huawei Consumer Business, and Huawei Executive Director Yu Chengdong, rarely have expressions related to Xiaomi. Even on the eve of the launch of new Huawei P40 series and Honor 30S new devices, their warm-upsMore low-key.Pushing the time back to February 13th, at the launch of the new Mi 10 series, Xiaomi founder Lei Jun repeatedly benchmarked the new Mi 10 Pro with Huawei mate 30 Pro. It was also from performance to photography toScreen, merciless.Lei Jun forwarded the routine to ridicule Huawei Weibo, Tu Yuan Lei Jun Weibo Zhao Ming said in an interview with NetEase on February 19, mentioning Honor and Xiaomi’s drool war, saying “the brainless mutual black makes everyone unable to think calmly,It will also break up the relationship between people. “He said that he is more willing to follow Huawei’s classic saying: products are the strategic forces that ultimately determine victory, and Glory insists on competing around products, technology and technological innovation.On March 9th, when Yu Chengdong exposed Huawei ’s global flagship store in Paris, France on Weibo, he said something meaningful: “The brand is not advertised, it is a type.” Suspicious response to Xiaomi.One rigid and one hidden needle on both sides contributed to a wonderful war of tears.In this year’s “big battle”, Xiaomi is the more radical side.Words such as “comprehensive crushing” and “full transcendence” became the keywords of “Huawei” and “Glory” at the press conferences of Xiaomi and Redmi.It is quite interesting that the Huawei P40 new machine launch conference will be held tonight, but as early as when Huawei officially announced the new machine launch, Xiaomi will issue an announcement through an overseas account and will reopen in London, UK on March 27.Xiaomi Mi 10 global press conference can be described as step by step.This makes people curious: why with so many mobile phone manufacturers, why does Xiaomi aim the gun at Huawei?Xiaomi executives repeatedly whispered behind Huawei, what are they thinking?A brief history of Xiaomi and Huawei tearing each other The history of Xiaomi and Glory’s “tearing history” dates back to 2013.Since then, Xiaomi and Huawei have begun a journey of “love each other and kill each other”. In this journey, 2015 is the beginning of the “foul” between the two parties.Huawei is a latecomer in making mobile phones.In 2012, Yu Chengdong once publicly stated on Weibo that “Huawei also developed from a small company. When joining Huawei 19 years ago, the company was not larger than Xiaomi today.I am the same age as Lei Jun. I have beaten in the field of mobile communication networks for many years. I am a veteran, but I am definitely a novice in the Internet field. Many of them need to learn from Lei and the elite in the Internet field.In 2013, Xiaoyuan Yu Chengdong personal Weibo launched Xiaomi’s Redmi brand, and Huawei announced the independence of the Honor brand. At the beginning of the glory and independence, the market positioning was similar to that of Redmi, focusing on the Qianyuan machine market. At that time, a mobile phone enthusiastTo Tencent Technology, “The Honor 3C, the first mobile phone after Honor’s independence, has almost the same appearance and configuration as Redmi, which puts Honor and Redmi on almost the same product positioning.”That period was the highlight of Xiaomi, and the Honor brand was also steadily rising. According to market research institute IDC’s China smartphone survey data for the fourth quarter of 2014, Xiaomi relied on Xiaomi 4 and Xiaomi Note phones.Annual shipments exceeded 60 million units, accounting for 12.5% ​​of the domestic market, surpassing Samsung in the domestic market. And Honor also relies on the two low-end products of the Honor 3X and Honor 4X, as well as the Honor 6 series of mid-range phones.The domestic market has a firm footing. By the end of 2014, Honor had sales of 20 million units and revenue of $ 2.4 billion. At that time, Xiaomi and Glory had a close relationship. Lin Bin and Yu Chengdong, then presidents of Xiaomi, were in Weibo.Hakata has intersections, and often even stands for each other, and the atmosphere is peaceful. By 2015, Huawei has made a full effort and ushered in an explosion from the low-end to the high-end market. IDC data shows that in the 2015 Q4 vendor smartphone shipment rankings, HuaweiIt ranked first with 17.9 million units, and Huawei’s smartphone shipments for the year reached 108 million units. The Huawei Mate7 series of phones released in September 2014 marked thatHuawei has made its debut in the high-end mobile phone market. Xiaomi has been in trouble because of quality control issues during the same period. The false publicity of the Redmi note2 screen, the ineffectiveness of the Qualcomm Snapdragon 810 processor, and the implantation of a large number of MIUI7 advertisements have continued to reduce Xiaomi’s reputation.Revenue has decreased compared to 2014. From February to September 2015, Apple, Samsung, Huawei, and Xiaomi market share statistics. Figure source Counterpoint is a watershed point between Huawei and Xiaomi in 2015. Huawei is catching up and lettingThe competitive relationship between the two sides became more apparent, and the competition subsequently developed into a “word battle” among executives. In 2015, Yu Chengdong stated at the Mobile World Congress that the smartphone industry will be reshuffled. In the next three to five years, onlyThere will be three major mobile phone manufacturers left. When referring to Xiaomi, he said: “Many mobile phone manufacturers seem to be very successful, but they will soon disappear.In the long run, I don’t think they will survive.”Since then, the two companies have begun to bury each other. By 2018, the war of mutual tears has reached a climax. In May of that year, Honor Mobile officially announced that it will release Honor play on June 6.Will debut Huawei “very scary technology.Xiaomi then stated that “Xiaomi Mi 8 has a lot of very scary technologies” and the smell of gunpowder began to thicken. In response, Huawei directly responded that it has a lot of technologies, “Want to learn?It’s hard. Learn it.”Lenovo also came out and hilarious,” Don’t be afraid, scary things are all associated “, the official poster of Lenovo wrote so. As a result, Xiaomi and the glory of gunpowder were upgraded across the board. On September 7, 2018, the glory was releasedThe new machine Honor 8X. At the press conference, Honor compared Xiaomi 8 and pointed out that Honor 8X outperformed Xiaomi 8. In the evening, the vice president of the Honor Business Department posted a Weibo, saying, “The Honor 8X makes friends and merchants feel veryPain, can’t sit still.I’m happy, sorry.Then Zhao Ming reposted this Weibo. Next, glory around the newly released sports bracelet, again alluding to Xiaomi, in the poster it released, “Don’t believe it?”Prove it ”,“ Honor bracelet 4 series, specialize in all kinds of dissatisfaction ”such provocative words are quite explicit. Until the end of 2019, Xiaomi public relations Panda released Weibo to openly question the existence of glory smart screens and false propaganda.Xiaomi and Glory started a drool war for a week, and finally had to quell the war by disassembling live broadcast. In the end, the dispute was marked by Lu Weibing’s Weibo acknowledgement that there was a gap with the glory smart screen.period.Tu Yuan Lu Weibing’s personal Weibo, but Xiaomi’s tearing with glory is far from over.It is foreseeable that this phenomenon will still occur when new machines are released next.It is interesting to note that in the process of tearing each other, the target object is different.In 2018, the Honor 8X and Xiaomi Mi 8 were torn apart, but the Honor 8X is at the mid-low end of Huawei’s product line, and Xiaomi Mi 8 is Xiaomi’s flagship product.”Xiaomi now compares Xiaomi series and Redmi series with Huawei and Glory, but Huawei has always intended to use the Honor series to benchmark the entire Xiaomi. In this respect, the two sides are different.”Say this to Wired Insight.Xiaomi stepped down from each other in response to the truth behind Huawei’s executives, not for a moment’s sake.In the battle between Xiaomi and Huawei, Lu Weibing was a key figure.Lu Weibing, Tu Yuan’s personal Weibo, he joined Xiaomi in early 2019. During the same period, Xiaomi announced that the Redmi Redmi brand is officially independent.Over the next year or so, Lu Weibing pointed his finger directly at the glory, and the benchmarking between the Redmi brand and the glory brand intensified.It is also from the beginning of the independence of the Redmi brand that Xiaomi ’s “spit battle” against Huawei has become more targeted. Xiaomi series of phones are benchmarked against the Huawei mate series and P series, and the Redmi series is mainly benchmarked against the Honor series.This may explain why Xiaomi is targeting Huawei.From the independence of the Honor brand in 2013 to the great success of the Huawei Mate7 series in 2015, which officially entered the high-end market, Huawei’s dual-brand strategy has been firmly established for five years.Xiaomi was one of the top players in the domestic mobile phone market with Internet marketing. But before 2019, its product layout was not clear. At that time, whether it was the Xiaomi brand or the Redmi brand, there was a lot of overlap in price, and they were also valued for price.Tag of.To break this deadlock, the hardest part is how to reshape brand perception.The simplest and rude way is to “leverage” Huawei, not to mention, looking at the domestic mobile phone market, the most representative of the two fronts in the low-end market and high-end market is also Huawei.The price comparison between some Redmi and Honor models, connected with Insight mapping, Lu Weibing’s style conversion from Gionee to Huawei is very telling.Before joining Xiaomi, Lu Weibing served as the president of Gionee Group for 9 years. During this time, the mobile phone market has completed the transformation from a feature phone to a smart phone, and has undergone a system upgrade from 2G to 3G to 4G.Until rumors of bankruptcy broke out in 2018, Gionee could be regarded as a force that cannot be ignored in domestic mobile phones.In Gionee’s resume, Lu Weibing not only led the expansion of Gionee’s smartphone business overseas, but also led the change in the rejuvenation of Gionee’s smartphone brands from 2014.During that time, Lu Weibing was very low-key.Unlike executives such as Lei Jun and Yu Chengdong, who frequently appear and speak, Lu Weibing is more like a pusher behind the scenes, and has not pushed himself to the public.Even in 2017 when Gionee started marketing aggressively, Lu Weibing was not the central figure on the mobile phone stage.But just one year after joining Xiaomi, Lu Weibing has become one of the few topic figures in the mobile phone circle, and frequently relies on “tearing Huawei” to arouse public attention.Even when searching for “Lu Weibing” on Weibo, most of the extended entries were results such as “Lu Weibing tearing glory”, “Lu Weibing returning to Yu Chengdong”, “Did Lu Weibing be a man today?”Weibo search for “Lu Weibing” display interface. Tuyuan Weibo is a representative of Xiaomi’s system that is well-versed in Internet marketing.And his mutual enthusiasm with glory, and Lei Jun stepped down to praise Huawei’s high-end series, and realized the mutual cooperation in reshaping the Xiaomi brand awareness in the product line.Through this seemingly “not friendly” approach, it is possible that the consumer ’s perception of Xiaomi ’s dual brands will continue to deepen. Perhaps Xiaomi is targeting the truth behind Huawei.”Magneto King” often joins Xiaomi, which is also very meaningful.On January 2nd, Lei Jun announced on Weibo that former vice president of Lenovo Group and head of China mobile business Chang Cheng joined Xiaomi as vice president of Xiaomi Group and was responsible for mobile phone product planning.Regarding the introduction of Changcheng, Connect Insight previously in the “Magnetic King” routine: Can’t save Lenovo mobile phones, would it be better to switch to Xiaomi?”Mentioned in an article.He is famous for “hitting porcelain” other brands of mobile phones. He once became famous for teasing Xiaomi 8 and Xiaomi Play, and was nicknamed “Magnetic King” by netizens. Among many snipers, he especially likes to aim at Xiaomi.Chang Cheng, Tu Yuan ’s personal Weibo after joining Xiaomi seems to have less suffocation in the Lenovo era, no longer arrogant, but occasionally speaking, it can also attract a lot of attention.On March 15, its Weibo post said that Xiaomi was the first to make a 100-megapixel camera, and the Samsung S20 Ultra was the first to follow up. The price is as high as 9999 yuan. At the same time as Xiaomi’s 10 platform, don’t forget to tease Samsung OnePut a lot of discussion among netizens.Regardless of whether it is Lu Weibing or Chang Cheng, Xiaomi executives’ “tearing friends” has become a routine operation.In the case of mobile phone conferences becoming more and more homogeneous, “spit war” is a marketing tool to attract attention.Yanyan Sun analyzed that from the perspective of global sales, Xiaomi and Huawei are relatively close in size, and under the influence of the epidemic, the proportion of online sales is rapidly increasing. In this case, the two parties shouted words or even scolded each other.Ability to quickly focus consumers’ attention on them.In 2018 and 2019, the market share of China’s smartphone shipments, Figure Source Counterpoint told Connect Insight that no matter whether the external sound brought by this method is good or bad, it will increase the exposure of the product.Huawei is more interested in making the sound volume of the two far more than other brands such as OPPO and vivo. “Why is Xiaomi still” touching porcelain “?”How to build user cognition? It is to repeat, long-term, long-term repetition. Pass the values ​​of your brand and the ideas that the brand wants to convey to consumers through products, and slowly form user perception.” AcceptLu Weibing said in a media interview.In this interview, he also responded to Xiaomi’s new media marketing. He pointed out that Weibo is an important platform for Xiaomi to communicate with Mi Fan. Xiaomi talks about many things based on truth. “We put complex issuesSimplification, while other companies complicate simple issues. I think this is a competition of values. “This also shows that, in Lu Weibing’s view, repeatedly deepening users’ understanding of the Xiaomi brand and passing Xiaomi” focus on the real “Xiaomi ’s values ​​are an important part of Xiaomi ’s marketing of new media, and fighting with friends and merchants is one of the ways.However, it is worth noting that since 2020, Huawei and Honor have no longer responded positively to Xiaomi’s “touch porcelain”, which is in contrast to the past two years.Yu Chengdong said in a Weibo post on March 9 that, “To sum up the terminal’s play over the years: Put consumers first, guarantee excellent technology, product and service quality; dare the world to be used by me; always have the ambition to be the first andThe courage to challenge oneself. Numerous practices have proven that there is no shortcut to brand building, but only to carry forward our spirit of struggle. “Sun Yanchen told Wired Insight that Huawei is maintaining its high profile.”Huawei really wants to compete with Apple and Samsung. The previous tears with Xiaomi were more in the small test. When it was found to be meaningless, this kind of action naturally reduced.” Inventory of 2020In the mobile phone market, the new wave of mobile phones continues, and all brands are collectively rushing to the high-end market, but except Xiaomi is still happy to “touch the porcelain” Huawei, other players in the mobile phone circle are relatively quiet.Yanyan Sun pointed out that the style and culture of a company will affect its marketing methods.He told Wired Insight that Xiaomi has been one of the topics in the mobile phone industry since its birth, and that this Internet-borne gene is contained in the bones.He said that the earliest marketing on Weibo was not Honor and Xiaomi, but the release of new phones of the vivo and iqoo series and Shen Yiren, OPPO vice president. However, unlike Xiaomi and Honor, their approach is more modest and moreIt is marketing through user interaction and hype.Xiaomi’s marketing method has almost become a part of Xiaomi’s culture, and it can be heard everywhere.In the evening of March 24, Lu Weibing talked about competition between enterprises in an interview with the media.He believes that users and media do not have to worry too much about competition between enterprises. “The more competitive the companies are, the stronger they will be, and they will work hard to develop new technologies and new products, and then they will work hard to improve efficiency and reduce costs, and then users will benefit.”At the same time, he pointed out that the release of Redmi K30 Pro will promote the improvement of the products of friends and merchants, and will continue to increase the price competitiveness of friends.”I believe that the future flagship products of Friends will definitely make up for the current shortcomings in various aspects such as processors, memory, screens, battery life, and detailed experience,” he said.Between words, there was another irony of glory.I have to admit that “Porcelain” marketing has a certain effect.Yanyan Sun told Connected Insight, “Under the epidemic, the sales of brands will inevitably be affected, which means that their overall revenue will decline, and the overall marketing cost budget will be reduced.This method not only attracts consumers to watch, but also reduces the overall publicity cost through the spontaneous dissemination of consumers. “Xiaomi and Huawei’s brief history of mutual tearing is a microcosm of the mobile phone brand marketing war.However, it cannot change a reality, that is, the mobile phone brands of various brands, and even the new machine launch conferences are becoming more and more homogeneous. Everyone is looking forward to seeing that some brands can make surprising innovations on mobile phones. OnlyIn this way, consumers can be really paid for..

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