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It manager world: uncover the truth of Huawei's overseas

"are you from Huawei? Can you help me introduce this company?" A meticulous British doorman in a white shirt and tie asked eagerly, "I have never heard of this Chinese enterprise before, but now it wants to rent our entire building!"

this is Basingstoke Town, 50 miles southwest of London. Not far away, a "concave" three story building opened its wings, as if welcoming guests. However, the building has been empty since it was built a year ago. Now, Huawei has rented half of the 6800 square meter building, and is ready to take the remaining half

in a few months, most of Huawei's employees in the UK will move here, which will also end the history of Huawei's European headquarters, European technical support and training center and British branch living in a corner of three different places although they are all in basingstock. After all, by the end of the year, the number of employees in Huawei's UK branch alone will reach 400. A more formal and large-scale base area came into being after five years of hard work

the only person in Huawei's British team who was not ready to move was Ipswich, northeast of London. They are conducting intensive joint experiments with BT technicians in order to launch the "21st century network" as soon as possible. BT, the ninth largest telecom operator in the world, this ambitious plan will transfer all the company's traditional telecommunications to the IP platform. This is a five-year project with a total investment of 10billion pounds! In April this year, Huawei became one of the eight priority suppliers selected by BT, which is likely to mean that Huawei can live a real "happy life" in Europe in the next five years

Huawei's big step in BT's "21st century network" project has impressed many European analysts. Because, being accepted by big operators like BT marks Huawei's phased victory in its five-year campaign in Europe

"we must see that Huawei has the ability to enter the world's first-class market." An internationally renowned telecommunications analysis organization commented, "what we should pay attention to now is: they have come, will they conquer?"

since entering Europe in 2000, Huawei has established 26 subsidiaries or representative offices in Europe, with more than 1300 employees. In recent years, the performance of the European region has doubled every year: last year, it achieved sales of $200million, and this year's growth is more rapid, and it is expected to complete $600million for the whole year

compared with Huawei's estimated global overseas sales of $4billion this year, the current share of Europe is still very small. However, the significance of the European market can never be ignored. This is a real mainstream market and an extremely rich "grain producing area". This is also a pass that Huawei must pass to become a world-class enterprise

landing in France

in the scenic suburb of Boulogne Billancourt in Paris, there are two eye-catching high-rise buildings with full glass curtain walls. Walking into the building, a huge blue striped shirt with a height of more than two meters was hung from the second floor to the top of the front desk. It was the shirt of the famous Marseille Olympic football team, and the words of main sponsor Neuf on the shirt were extremely prominent

this is the headquarters of French telecom operator Neuf. On the top floor of the office building, CEO Michel paulin (Michel has screw drive and rack drive paulin) sat comfortably on the window seat, happily recalling the story with Huawei that began a few years ago

in February 2001, ldcom at that time, now Neuf, was preparing to build a backbone optical transmission network throughout France. Ldcom, which has only been established for three years, initially only aimed at telecom operators to do the basic network wholesale business of optical fiber, but now they are determined to directly face enterprises and individual users

ldcom's decision was directly related to the turbulent period of telecommunications reform in Europe at that time. In 1996, the United States promulgated the telecommunications reform act, which first liberalized the telecommunications operation market. In the following years, European countries also liberalized their telecommunications markets. At the same time, with the impact of new technologies such as IP, some old telecom operators have fallen into difficulties because of the heavy burden and can not adapt to the development of new technologies

on the contrary, some newly established small and medium-sized operators have little burden. They can adopt more advanced technology and respond more sensitively to some market segments. Instead, they can stand out at this time. Neuf is such a company. Its product plan is that users can enjoy 160 digital channels of TV programs, Internet access services and the "Trinity" of traditional voice services to enhance the realization of its functions for only 30 euros a month

in order to build this new transmission network, Neuf has delineated a list of suppliers. "To be honest, at first there was no Huawei." Michelle paulan said, "but one changed everything." A local agent in France who has a lot of connections with Neuf called, hoping to let Huawei participate in the competition

"at the beginning, we were not sure about Huawei. It was only due to the strong recommendation of this agent that we agreed to let this Chinese company we had never heard of try." Of course, the terms offered by Huawei are also quite tempting - Huawei will build the initial network of two cities such as Lyon for Neuf at a very favorable price and be responsible for the operation for three months, and then submit it to Neuf for evaluation

in less than three months, Huawei has built a network of two cities. This speed is very appetizing to Neuf, and the evaluation results are also very satisfactory. In the following years, Huawei won the optical transmission contract of Neuf in France

"this saves us at least 10% of our investment." Michel paulan commented, "and we have achieved the desired speed. You know, a few years ago, all the markets were owned by France Telecom, and now we have become its biggest competitor. Why? It's just that we move faster and take more risks; of course, our price is also cheaper than France Telecom." Michelle paulan squeezed her eyes humorously, "because we use Chinese equipment."

neuf does not need the 21st century network like BT, because it is a new type of operator, and all equipment and systems are based on IP. Therefore, their product certification of Huawei does not need to be so cumbersome. Generally, the certification of ADSL access equipment only takes 4-5 months, and data communication products only take twoorthree months. This is the main reason why the two sides hit it off and came together without any trouble. Now, Huawei, together with Alcatel, Cisco and other companies, has entered the list of six major suppliers of Neuf and firmly occupied the first position

this is actually Huawei's first large-scale order in Europe. Although Huawei's optical networking products have entered the German market before, Huawei has never achieved a major breakthrough in Germany

"the French are Chinese people in Europe. They also eat good food and especially talk about friends." Wen Qun, general manager of Huawei France, believes that the French are really special. Although the original list was not made by himself, as a successor, he still got along with customers after work, which is not necessarily needed in many other countries in Europe. It can be said that inadvertently, Huawei chose a market closest to China in Europe

in the process of breaking through Neuf, the "fight" agent is also an important link. Huawei, which just entered the Western European market at that time, simply did not have the ability to directly contact even the smaller telecom operators. "If you talk about it for several times, you may not be able to meet other people's senior executives." An old employee of Huawei recalled. "So we began to think of ways to play the role of local agents."

Huawei's use of agents began with the cooperation with Alstom. This French system integrator often undertakes some telecom integration projects. As a general contractor, it also needs to find some cost-effective equipment suppliers to cooperate. Huawei happened to find a very influential agent at that time, through which it contacted Alstom. At that time, Alstom just took over a metro project of non Telecom core business, but this project was not in France but in the Czech Republic in Eastern Europe

ALSTOM, which is struggling to find an equipment supplier with a suitable price, has carried out the first cooperation with Huawei with the idea of trying. The result of this cooperation is very satisfactory. Since then, Huawei has become a little famous in France. Then, also through agents, Huawei found ldcom, which was still small at that time, and made its first big business

hunting Netherlands

on December 8 last year, in the Hague, the Netherlands, when Ren Zhengfei, President of Huawei, and ton aan de stegge, CEO of Telfort, the Netherlands, jointly signed a WCDMA contract of more than 200million euros, Chen Haijun, general manager of Huawei Netherlands, could hardly contain his excitement. And it was not just him who was happy. In the next two days, Ren Zhengfei invited all Huawei employees in the Netherlands to eat Chinese food, but he made an exception this time, who usually didn't drink at all

at the same time, Ericsson, the 2G equipment manufacturer of Telford, made an urgent appointment with the CEO, CFO and other senior executives of Telford and raised strong questions. You know, stegge, CEO of Telfort, was originally from Ericsson. What they didn't expect was that at this time, Telford's senior executives suddenly became tough and retorted why Ericsson had previously ignored Telford, a relatively small operator. Finally, the two sides broke up unhappily

Chen Haijun, who has personally experienced the "Dutch campaign", may also be the only Chinese with a foreign passport among the "top leaders" of Huawei's 26 branches in Europe. In June last year, Chen Haijun first contacted Telfort through acquaintances in the Dutch post and Telecommunications Department. At that time, Huawei had not set up an office in the Netherlands. Through the exchange, he found that Telfort, which had obtained the 3G license in July 2000, had not launched 3G services yet, and he couldn't help but be overjoyed. Therefore, a month later, Huawei's technical personnel came to Telfort for the first 3G business exchange. In the next two months, Huawei and Telfort jointly formulated a 3G business plan; In the fourth month, Huawei has officially submitted a customized distributed base station scheme to Telfort

Huawei's specialty is to speed up and go all out to fight a "battle". Through many exchanges with Telfort, Huawei people soon found the crux of Telfort's delay in 3G

the Netherlands is one of the most developed countries in Western Europe, and the competition for mobile services is very fierce. In this small country with a population of only 16million, there are five mobile operators competing, while the other four companies Vodafone, orange (a subsidiary of France Telecom), T-Mobile (a subsidiary of Deutsche Telekom) and KPN (the largest telecom company in the Netherlands) are world-class companies, Both have their own R & D centers to study how to provide 3G services from all aspects of technology and commerce.

Copyright © 2011 JIN SHI