Case Studies on Chinese Enterprises Marketing Evolution

Case Studies on
Chinese Enterprises:
New Marketing Practices
Dr. YU Chunling
Department of Marketing
Tsinghua University SEM
http://www.sem.tsinghua.edu.cn/en/yuchl
E-mail: yuchl@sem.tsinghua.edu.cn
TEL: 010 - 62796231
Marketing: Old and New
Starting Point Focus Method Goal
Marketing
Old
Enterprises Products Promotion Expand sales；

/ Service Channels Gain profits
Obtain the
Marketing
Integrated satisfaction
Target The needs
New
marketing or loyalty of
customers of customers
Strategies(4P) customers；
Gain profits
Case Studies on Chinese Enterprises Dr. YU Chunling

Case Study
Huawei's Marketing
http://www.huawei.com/cn/
This case study is based on the following studies:

Analysis of Huawei's Brand Marketing Strategy, Shen Miao, Master’s thesis of MBA of Tsinghua
University ( Supervisor: Yu Chunling, 2008)
Analysis of Huawei's Fixed Network Marketing Strategy, Xia Lusheng, Master’s thesis of MBA of
Tsinghua University ( Supervisor: Yu Chunling, 2014)
Analysis of Huawei's Marketing Strategy of Broadband Products, Peng Hu, Master’s thesis of MBA of
Tsinghua University( Supervisor: Yu Chunling, 2015)

Fast and Sustainable growth
Serve 45 operators of Global TOP50 Operators
Alcatel-Lucent Huawei
Huawei
2014: $ 46 billion
Ericsson Nokia Networks Zhongxing 2015: $ 60.8 billion
Ericsson
2014: $ 27.6 billion
2015: $ 29 billion

Development of Huawei's Brand
Features of Huawei's History Features of Huawei's History Features of Huawei's History
• overseas sales revenue
• Start-up Period • a "blowout" type of
overtakes domestic sales
• low cost; solidarity and development
revenue
struggle; aggressive • reform the management • make a breakthrough in
marketing strategies • explore the international overseas high-end markets
market
Brand Features Brand Features Brand Features
• remodel the brand culture:
• form the initial "Wolf" • solidify and develop the
focus, innovation, stability,
brand culture brand consciously
harmony
• establish the brand • improve and enrich the • transform "wolf culture"
spontaneously through brand concept through the
the market • the gradual maturation standardization and
development of the brand marketing process-oriented thinking
• dilute the country of origin
• Ignore brand methods
• focus on customer needs;
management • establish the marketing
put an emphasis on
• without a specific system and the brand cooperation; transform the
brand department department aggressive feature
issue Huawei Basic Law change the VI system

Internationalization
1987 Spontaneous Stage 1996 Conscious Stage 2006 Stage

The Introduction of Huawei before 2006
Huawei whose headquarters is in Shenzhen was founded in 1988. It is engaged in the research and
development, sales, service and production of the telecommunications equipment. It is one of major
suppliers of China’s telecommunications market and has successfully entered the global
telecommunications market.
Currently it focuses on the fields of 3G (WCDMA/CDMA2000/TD-SCDMA), NGN , optical
network, xDSL , data communications and so on. It hopes to be the global leader in these fields through
the sustained investment and efforts.
In 2004, Huawei's sales was 46.2 billion RMB yuan. At present there are 30,000 employees.
The Introduction of Huawei after 2006

Huawei is a global leading supplier of the next-generation telecommunications network solutions. It
is committed to providing innovative products, service and solutions to customers, which can meet the
customers' demands and create the long-term value and potential growth for customers.
Huawei's products and solutions cover the fields of mobile, core network, network, telecom value-
added service, terminal and so on.
Huawei established over 100 affiliates all over the world. Its marketing and service network cover
the whole world which can provide customers with fast and high-quality service. At present, Huawei's
products and solutions have been applied in over 100 countries. 31 enterprises which are the world's top
50 also use them for their operation. Its users are over one billion.

The Introduction of Huawei in 2016
Huawei is a global leading information and communications technology (ICT) solutions
provider. We provide telecommunication operators, enterprises and consumers with the
competitive end-to-end ICT solutions and services which can help customers succeed in the
digital society. We insist on the strategy of focus and invest continuously in the research and
development of the fields of telecommunications infrastructure networks, cloud data centers,
intelligent terminals and so on. Based on the innovations which are driven by the customer
needs and cutting-edge technologies, the company has always been at the frontiers of the
industry, leading the development of the industry. More than 10% of our annual sales
revenue is used for the research and development. Among the nearly 170,000 employees,
more than 45% of them are engaged in the innovation, research and development. Huawei
holds a key position in over 170 standards organizations and open source organizations. It
has won 38,825 patent licenses.
We firmly believe that in the future the world will be fully connected. Huawei, together
with partners, will continue the cooperation and strive to build a more efficient and
integrated digital logistics system, which can promote the full interconnection and
integration of humans and objects, stimulate everyone's unlimited potential and opportunity
at any time and any place and promote the world's progress.

The Evolution of Huawei's Marketing
2010-present
1987-2003 2004-2009
( the integration of
(the establishment of MKT) the solutions and sales department )
Stage 1 Stage 2 Present
 ability to influence the commercial

 display products  deliver the value decision-making process
 ability of problem diagnosis
 the customer  consulting
 ability to design and implement
decides to buy methods the solutions
persuader problem solver trusty consultant

the indispensable and valuable
price /bid price /bid resources for the promotion of
the customer business
sales based on the sales based on the sales solutions which

selling point which solutions and are customer-centric
are product-centric marketing methods

Build the customer-centric marketing
organization: iron triangle
"Air force": Marketing
Manager
Client Solutions and

Manager Clients Sales Manager
Service
"Ground
Manager
force":

Challenges that operators will face in the next 5-
10 years( the ABC curve） • In the next five years, the rate of annual
revenue growth may be 4%-5%.
• In the next five years, the network traffic is expected

to increase eightfold.(The annual growth is 51%.)
• In the next ten years, it is expected to be 75 times of

the current network traffic.(The annual growth is 54%.)
How to sketch out the best

business blueprint? • In the next five years, the cost of per megabyte(M) should
be decreased to 1/10 of the current cost of per megabyte.
• In the next ten years, it should be decreased to 1/100 of the
current cost of per megabyte.
Operators(Huawei) provide the directional protection of the Internet service
三、论文的核心内容及要点
experience and gain the dividend.
Internet
enterprises
increase the market
High-speed High-speed High-speed High-speed share
download videos games storage
increase the scale of
paying subscribers
$$:
backward
$$: dividend
member
service
Basic
directional directional directional directional promote the ARPU of
operator bandwidth channel
channel channel channel the broadband
channel
+ (Huawei)
directional （ 4M ）
（ X1M ）（ X2M ）（ X3M ）（ X3M ） reduce the rate of the
bandwidth off-grid broadband
$$: improve the network
forward utilization
bandwidth
business
user flow enhance the experience
fund flow ensure the service

Lessons from the case study of Huawei?

Huawei’s core values: customer-centric;
striver-oriented; make persistent and
strenuous efforts
Facing the new normal economy, it is
important:
to view the customers’ needs as the
starting point, promote the innovation of
products and service, create customers
and build a business ecosystem.

New Marketing
Based on the Customer Value
Collaborative
Customers Enterprises
networks
Discover
Customer needs Competency Resource
value
Create
Customer value Business models Business partners
value
Communicate Management of Management of Management of

and delivery customer the the
value lifetime value internal resources external resources

Case Study
Ziroom: create the high-quality
living with rental
http://www.ziroom.com/ziroomer/

Yu Chunling, Mao Chuanjiang, Ziroom: creating quality rental living. Harvard Business School. 2015
https://hbr.org/product/ziroom-creating-quality-rental-living/TU0088-PDF-ENG

Xiong Lin
CEO of Ziroom
2015年北京租房需求
Beijing
Permanent resident population: twenty-one million
and seven hundred thousand (21,700,000)
New immigrant population per year: six hundred

thousand(600,000)
People who need to rent a house: eight million and

two hundred thousand(8,200,000)

The gap between the ideal and the reality
Products
Ziroom's The high-
Utopia
quality living
community of
Ziroom
Service O2O

O2O Rental Communities for the Youth
(2011-Present)
Beijing,
Shanghai,
Trade The total
Shenzhen
online: number of
99.5% Ziroom's
users: 500,000
Rental
process Products The number of
Ziroom's rooms:
online:
100% 200,000
The Service O2O The number of

accumulative Ziroom's flats:
rental rate: 7
95%
The
The number
annual
of Ziroom's
rent:
The number housekeepers:
4.5 billion
of service >2000
staff:
> 4000
1
Ziroom's rooms — the middle and high-end
shared accommodation for the youth
Ziroom
Ziroom's products
in Shenzhen

Ziroom
Commitment Quality Safety Service
100% real housing； Stylish decoration; Biweekly cleaning;

One room with one price； Authentication of
Original furniture; 400 hotline;
Open all customers’ complaints； High-quality home
customers;
Flexible monthly
You will get a full refund if you are Insurance for
appliances; payment;
not satisfied within 3 days； customers;
WiFi. Timely maintenance;
You can change the rental if there One customer with one
Pay the rent online.
are quality problems with the rooms； lock.
The deposit will be returned within 3
days if the lease is cancelled.

Ziroom's flats:
High-quality service
apartments
for the youth

Ziroom's apartments in Xizhimen
Tatami & bar counter
Preppy style
Ziroom's apartments in Wangjing
If you want to play billiards,
you can book the whole place.

Ziroom's apartments in Asian
Games Village
Even if you can't understand the One Hundred years of
Solitude,
it's also good to be alone.

Ziroom's apartments in Qibao,
Shanghai
You can enjoy "stars and seas"
here.

2

The number of service staff:
over 5000
The number of moving orders: 26,000

The number of cleaning orders: 1,000,000
The number of maintenance orders: 250,000
(the annual average)
Integration of Service –
standard · tools · quality
2011年6月
2013年6月 2012年6月

High quality
If you are not
satisfied within
3 days,
we will rework
unconditionally.
Best service innovation
Ziroom's moving service is
initiated by Ziroom's users
Fixed price
Packaging boxes free
The moving order will be free

if the staff are late.

Service with large inputs makes
ordinary people extraordinary
Stay up for two
days and two nights
In early winter, there was a
problem with the heating
system in Ziroom's room which
is in Beijing Pixels. Zhang
Fengjun who is a Ziroom's
maintenance worker worked
with two colleagues without
sleeping for two days and two
nights to complete the repair.
He even didn't have time to take
care of his sick child.
The dumplings on
Thanksgiving Day
Zhang Zuohui who is a

Ziroom's customer said: Zhang
Yanping, a Ziroom's cleaner, is
so warm-hearted. She not only
helped me clean the room, but
also made dumplings for me.
She also taught me to make
dumplings with celery stuffing.
It makes me feel the cold
winter so warm.
3
Inspect
the house
offline Sign a
contract
Browse offline
online
The deal is made

Start to look 100% through App. The deal
for a house
is made.
Look for a
house on
Ziroom
Easy Find a house
100% procedures with the help
real
housing of maps
Houses
for 专属管家
couples
Houses
for
Ziroom Follow-up
office services
The
authentication
If you are not of tenants
satisfied within Flexible
three days, monthly
Pay the
you will get a payment
full refund. rent
online
利用O2O提升服务效率、品质

4

与志同道合的人去撒欢Interesting
玩乐聚会、运动健康、分享讲座
最“互联网”的福利资源Benefits

携手万科 Cross-boundary
collaboration
房租变房款

Lessons from the case study of Ziroom?

Ideal is not just being talked about.
We will be more confident
and full of hopes
through hard work.
Keep the ideal in mind,

do the down to earth,
Stay simple and true.

The Features of Service and Ziroom's Solutions
The features of service: invisible;

inhomogeneous; produce and consume at the
same time; no stocks
Ziroom's solutions: Standards; Guarantee;
Transparency; Products; Service; O2O
CEO
External: Chief Experience Officer
Internal: Chief Energy Officer

Case Study
http://www.zs-group.com.cn/

Yu Chunling, Shen Xiaorui, Zhongsheng passes the feeling of being moved: "loyalty chain", the model of
service innovation, decoding the management mode of China, Beijing: Mechanical Industry Press, 2011.
48
Background
Industry Automotive retail and service industry
Enterprise
Vehicle sales and after sales service
Positioning
Main Sales of new cars; products and

business service after the sale
The number of
8000
staff
The size of
Operating Chairman of the Board: Huang Yi
the 13.7 billion yuan
income CEO: Li Guoqiang
enterprise
Four hundred and Vice President of the China Automobile
Profits
seventy million yuan Dealers Association
Zhongsheng Group was established in 1998. It focuses on the sales of the luxury and
Brief high-end automobiles. It has 80 4S dealerships. It is one of the China's leading national
Introduction car dealers. On March 26th, 2010, it went public through the Hong Kong consolidated
main board. It is China's first car dealership group to realize the IPO listing.
People who are interviewed: Vice General Manager of The Group; General Manager of
Investigation the Development Department, Marketing Department and Sales Department;
General Manager of three 4S stores; 2 typical customers; 2 typical employees

Peer comparison: its size is not the biggest, but its
quality is the best.
Core financial indicators Others The industry average Zhongsheng
财务核心指标其它行业平均中升
high 高 1.庞大汽贸 2.广汇汽车 3.物产元通 6.中进汽贸 7.中升集团低 low
主营 1 Pang Da Automobile
业务收入 Trade Co., LTD.
The sales revenue 2 China Grand Auto
of main business 3 ZMYT
单店
6 China Automobile
销售收入 Trading Company
The sales revenue Limited
of a single store 7 Zhongsheng Group
净利润率
Net profit margin
 Through the benchmarking of the core financial index, it shows that the sales revenue of a single
store and the net profit margin of Zhongsheng Group are both at the forefront of the industry
and far higher than the industry average.
 What we pursue is a scale with high quality. It can also be called "volume plus quality".
Only the best can survive in the market, rather than the dinosaurs. —— Senior staff of
Zhongsheng Group
External services: from satisfaction to being
moved; from being moved to loyalty
 Other companies: the average customer retention rate is less than 60%
 Zhongsheng Group: the retention rate is 100% within 3 years; the
retention rate is 90% after 3 years.
汽车经销商利润构成（百分比）
The constitution of the profits of car dealers(percentage)
120
100
17 23
80
50
30 25
60
3 7
40 20
20 50 45 10
20
0
国内平均中升集团欧美企业
The national average Zhongsheng Group European and American enterpris
整车精品配件售后（维修/保养/保险/检测等）
Vehicle sales Accessories after-sales service (repair;
delicate configuration maintenance; insurance; detection)
Internal services: from good to excellent; from excellent to
loyalty
 Impressive performance ： It is the first Toyota 4S shop in China. It wins Toyota's
highest honour---- "National Top Ten Excellent Dealership" for six years in a row.
 Elite training ： 18 General Managers, 40 heads of a department, and nearly 100 core
personnel.
52
Zhongsheng's "loyalty chain", the model of service
innovation
中升集团4S经销店
4S store of Zhongsheng
Automobile
汽车品牌厂商 The headquarters
中升集团总部
manufacturers “忠诚链”服务创新模式
"Loyalty chain", the model of of Zhongsheng
service innovation Support
the
外部服务
External Service improv
Customers: satisfied-being
顾客：“满意” “感动” “忠诚” emnet Management
4S
4S standard moved-loyal
process and 支持 by目标管理
objective
标准流程 Comprehensiv Considerate 改善（KPI）
（KPI)
service 需求管理服务提供
Refined 客情维护
服务规范 e management
全面化 service
精细化
maintenance Key
specifications of demands offering of贴心化
customer
指导 intimacy Performance
培训 Indicators
Training 内部服务
Internal Service 数据
Service
服务理念员工：“优秀”
Employee: “卓越” “忠诚”
good-excellent- loyal 分析 Information
信息系统
concept systems
流程规范
Standard Elitist
团队建设绩效考核
Digital
标准化
team
process and 精英化
constructi 数字化
performance Data
specification on evaluation analysis
Lifetime partner 终生伙伴
The culture of Zhongsheng

中升文化
The品牌选择
choice Teamwork; solidarity; being Business
业务战略
of brand 团队、团结、用心、创新 strategy
attentive; innovation
中高端、聚焦
High-end; focus prospective
前瞻、专业and
professional
Lessons from the case study of Zhongsheng Group?

Marketing for stakeholders
Trust; convenience and security;
identification and belonging;
religion; philosophy; culture;
Customers dream
Vision; confidence; cohesion; status Current customers

Potential customers
Partners
Internal team
Suppliers;
Employees
distributors;
Enterprises banks
Economic strength;
trust lowers costs
Investors Influencers
The government;
Valuable assets; Investment
objects of concern industry
institutions; associations;
investors media
Regional cards; stable contribution; pillar;
assurance standard; threshold

Review and Reflection
56
New Marketing
Marketing is to discover and create customer

value, communicate value to the customers, and
maintain the relationship between the enterprise
and its customers, which can benefit the
enterprise and its stakeholders.

New Marketing
Collaborative
Customers Enterprises
networks
Discover
Customer needs Competency Resource
value
Create
Customer value Business models Business partners
value
Communicate Management of Management of Management of

and delivery customer the the
value lifetime value internal resources external resources

Peter F．Drucker( 1909~2005 ）
There is only one correct and effective

definition of business purposes, which is to
"create customers".
Every enterprise has two basic functions
and only has these two basic functions:
marketing and innovation.

Thank
You!

Case Studies on Chinese Enterprises Marketing Evolution

Загружено:

Сведения о документе

Исходное описание:

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Case Studies on Chinese Enterprises Marketing Evolution

Загружено:

Авторское право:

Доступные форматы

Case Studies on

Enterprises Products Promotion Expand sales；

Case Studies on Chinese Enterprises Dr. YU Chunling

This case study is based on the following studies:

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

issue Huawei Basic Law change the VI system

Case Studies on Chinese Enterprises Dr. YU Chunling

The Introduction of Huawei after 2006

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Stage 1 Stage 2 Present

 ability to influence the commercial

persuader problem solver trusty consultant

sales based on the sales based on the sales solutions which

Case Studies on Chinese Enterprises Dr. YU Chunling

Client Solutions and

Case Studies on Chinese Enterprises Dr. YU Chunling

• In the next five years, the network traffic is expected

• In the next ten years, it is expected to be 75 times of

How to sketch out the best

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Communicate Management of Management of Management of

Case Studies on Chinese Enterprises Dr. YU Chunling

This case study is based on the following studies:

Case Studies on Chinese Enterprises Dr. YU Chunling

New immigrant population per year: six hundred

People who need to rent a house: eight million and

Case Studies on Chinese Enterprises Dr. YU Chunling

Ziroom's The high-

Case Studies on Chinese Enterprises Dr. YU Chunling

The Service O2O The number of

Case Studies on Chinese Enterprises Dr. YU Chunling

100% real housing； Stylish decoration; Biweekly cleaning;

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

The number of moving orders: 26,000

Case Studies on Chinese Enterprises Dr. YU Chunling

Packaging boxes free

The moving order will be free

Case Studies on Chinese Enterprises Dr. YU Chunling

Zhang Zuohui who is a

The deal is made

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Case Studies on Chinese Enterprises Dr. YU Chunling

Keep the ideal in mind,

Case Studies on Chinese Enterprises Dr. YU Chunling

The features of service: invisible;

Case Studies on Chinese Enterprises Dr. YU Chunling

This case study is based on the following studies:

Main Sales of new cars; products and

Case Studies on Chinese Enterprises Dr. YU Chunling

The culture of Zhongsheng