Review of "Looking Back on the Extraordinary Five Years" Series;

　　Song Yan

　　In the past, the barren land was covered with "green clothes", and the black and odorous water body was "transformed" into an ecological river, and remarkable progress was made in the control of atmospheric smog … … A beautiful picture of China with green hills, flowing green water and fresh air is slowly spreading out on this 9.6 million square kilometers land.

　　A good ecological environment is the most inclusive welfare of people’s livelihood. Since the "Thirteenth Five-Year Plan", with the goal of "overall improvement of ecological environment quality", China has adhered to green development, continued to "overweight" environmental governance, resolutely fought the tough battle of pollution prevention and control, increased the protection of ecosystems, and significantly improved the ecological environment, handing over a heavy green "report card".

　　In the past five years, the system of ecological civilization system has become more perfect. The construction of ecological civilization needs institutional escort. In the past five years, major breakthroughs have been made in the reform of the ecological civilization system; The pace of environmental rule of law is accelerating, and environmental protection law is more deterrent and executive; The "green storm" set off by the central environmental protection inspector swept across the country, realizing the transformation of ecological environmental protection from "inspecting enterprises" to "supervising government"; The long river and lake system has injected new vitality into China’s water pollution control … … It is gradually becoming a consensus to use institutional civilization to protect ecological civilization.

　　In the past five years, the concept of green development has been deeply rooted in the hearts of the people. In the past, digging mountains to "sell stone mines", but now protecting green and "building a golden nest"; Shut down "small scattered" and exert "high precision"; The pace of energy structure adjustment is accelerated, and the development is moving towards cleanliness … … Five years have passed quickly, and the development concept of "Lucid waters and lush mountains are invaluable assets" has been deeply rooted in the hearts of hundreds of millions of people and has become the consensus and common sense of the whole society. From the Yellow River to the Yangtze River, from Babusha Forest Farm to Kubuqi Desert, the green legends written in rivers, lakes and the Gobi Desert are vivid interpretations and powerful proofs.

　　In the past five years, the ecological dividend has been continuously released. Environment is people’s livelihood, green hills are beautiful, and blue sky is also happiness. In the past five years, China’s green "territory" has been continuously expanded, the ecological environment has been significantly improved, the green development dividend has been continuously released, and the people’s sense of ecological environment acquisition, happiness and security have been continuously enhanced. The lush forests and bamboo seas have become "green banks" for villagers to get rid of poverty and become rich, and more and more villages rely on beautiful scenery to eat "tourist meals". The data shows that by the end of May 2020, through the implementation of ecological poverty alleviation, more than 3 million poor people across the country have been lifted out of poverty and increased their income.

　　In the past five years, the "China Program" for ecological civilization construction has benefited the world. China’s fungus and grass technology with completely independent intellectual property rights has spread to more than 100 countries and regions; China science and technology help Central Asian countries "turn green"; Experts from many countries in the Middle East came to China to study the sand fixation method of building oases in the desert … … More and more China’s ecological management experience has gone abroad and spread to more countries and regions, contributing wisdom and strength to building a better earth home.

　　People live up to the castle peak, and the castle peak lives up to people. The construction of ecological civilization is closely related to everyone, and everyone should be a practitioner and promoter. Let’s start with less plastic bags and more green trips, start with small things and start around us. Let’s join hands to add green to the earth, make the sky blue, land green and water clean become the norm, draw a beautiful picture of harmonious coexistence between man and nature, and relay to protect our green home in the next five years.

In 2017, Huawei seems to have a bad year. This Fortune 500 company, which has always enjoyed a high reputation among Chinese people, has been criticized by the public more than once, whether it is the rumored layoff plan for employees over 34 years old or Huawei P10, which has been caught in various negative rumors recently.

If the layoff plan for 34-year-old employees is not empirical and is an accident, then the problem of Huawei P10 is self-inflicted, and in the process of continuous fermentation, some untimely and arrogant remarks made by Huawei consumer BG CEO and chairman of Huawei Terminal Company Yu Chengdong have made the problem more and more serious.

The news about Huawei’s "flash door" is no stranger to everyone. The origin of the news is that some users found that Huawei used three different flash memories on P10, namely UFS2.1, UFS2.0 and EMMC5.1. In the previously released Huawei Mate 9, Huawei once used UFS2.1 as a selling point, which made those users who bought EMMC5.1 flash memories extremely dissatisfied. Not only is it a "flash door", before that, Huawei P10 was greatly annoyed by the lack of oleophobic layer, and this time, the "flash door" is even more like adding fuel to the fire.

Since then, in response to these incidents, Yu Chengdong’s arrogant attitude and so-called "a lot of speculation by friends and businessmen" have not only failed to calm public opinion and explain the problem clearly, but have unexpectedly contributed to the uncontrollable development of the incident.

As for why Yu Chengdong’s remarks have become an accelerant for the increasingly serious incident, we have to say that there is an unwritten rule in the circle of technology products.

In this industry, it seems that the boss of every manufacturer has his own "personal design" corresponding to his own products. To outsiders, this "personal design" of the boss can almost be equated with their products.

For example, Apple and Jobs, who have been mythologized, are both representatives of perfectionism. Lei Jun and his Xiaomi strive to present an engineer temperament to their users; Lao Luo and hammer, with the word "feelings" to fight the world; Yu Chengdong, relying on Huawei’s rapid sales and brand promotion in the past two years, has made amazing remarks frequently and got the nickname of "Yu Dazui".

Yu Chengdong’s outspokenness is actually a rare quality in this industry, especially those brave words about the future development prospects of Huawei’s mobile phones, which always make people believe in him.

However, if you talk too much, you will inevitably make mistakes, especially when Huawei is negatively involved.

Seeing that things still showed no signs of calming down, Yu Chengdong spoke again. Compared with the tough and arrogant attitude before, Mr. Yu seems to have bowed his head this time, seemingly apologizing, but he still adopts the names of "internal letter" and "proposal", and has not given a solution to "flash door" from beginning to end, showing a reluctance and a peace of mind.

Looking at the whole Proposal, we can see what we want in the future everywhere. Without mentioning a word about what happened before, we stated that we would set up a "consumer listening special action group", and during May Day, Yu Chengdong would personally lead a team to retail stores, service shops and stations to communicate with consumers at close range.

But what’s the point of such a "consumer listening task force" if you can’t even listen to the problems that have been raging on the Internet? Such an initiative can only be understood as "I know I’m wrong, but I’m not going to correct it, and I’m wrong if I was wrong before, and there’s nothing you can do about it."

Such a "proposal" is really not as good as none.

Since this proposal was issued, many people have classified it as a "stupid public relations" series, and the criticism against it is still endless. If there is no accident, Huawei may continue to make more responses.

However, can consumers wait for a real apology and a solution to the problem? Who can make Huawei and Yu Chengdong lower their heads?

In fact, the life of Huawei’s consumer business is not easy at present. As the CEO of consumer business, Yu Chengdong is under great pressure.

According to the 2016 annual report data released by Huawei, the most concerned consumer business achieved sales revenue of RMB 179.8 billion in 2016, up 43.6% year-on-year, and the annual smartphone shipments reached 139 million units, up 29% year-on-year. Compared with OPPO and vivo, which are chasing after each other, this kind of data is hard to say bright, and it also fails to meet Huawei’s own expectations.

At the same time, in 2016, Huawei’s net profit was 37.1 billion yuan, a year-on-year increase of only 0.4%. Therefore, on the one hand, the development of Huawei’s smart phone business encountered a bottleneck in the past year; on the other hand, "the profitability is still insufficient and the profit growth is too slow" became Ren Zhengfei’s biggest accusation against Yu Chengdong.

But even so, it cannot be the reason why Huawei is so arrogant to consumers, and such arrogance is likely to kill a domestic backbone brand that has been booming.

I think anyone who pays a little attention to the smart phone industry knows that Huawei’s goal is not only in the domestic market. Before, there was a slogan of "surpassing Apple in three years and surpassing Samsung in five years", but we know that this is a company with global ambitions. If you want to become a world-famous brand, you must have enough brand premium, and these brand premiums come not only from the product itself, but also from the recognition of consumers and the honest management of the enterprise itself.

However, like Huawei, frequent crises caused by consumers’ dissatisfaction with product quality are undoubtedly the most serious loss to the brand. Lessons from the past, such as Samsung Note 7, have been fully recalled, and Samsung S8 has also appeared, but until now, Samsung still can’t completely put aside the shadow of the battery explosion, and it can be expected that this topic will be a sore point for Samsung in the next year or two or even longer, and it will be repeatedly mentioned by users.

There is a well-known Tacitus trap in sociology, which means that when a government department or an organization loses its credibility, no matter telling the truth or lying, doing good or bad things, it will be considered as telling lies or doing bad things. The same is true for the brand building of enterprises. It is not easy to build a brand, but it is easy to destroy a brand. When the brand was destroyed, it was even more difficult to make a comeback.

At present, the negative effects caused by Huawei P10 are far from as serious as those caused by Samsung Note 7 at that time. However, looking back at history, those problems that were considered as major events were often ignored at the beginning, and it was not until they were finally irretrievable that they regretted not being able to contain the problems in the bud at the beginning.

The problems that Huawei is facing now may be such a bud. It is not too difficult to apologize and admit mistakes and provide some practical and reliable solutions. But why Huawei is unwilling to do so and bet on its own brand reputation is incomprehensible.

Is it really impossible for Huawei and Yu Chengdong to keep their heads down? Stubbornness and stubbornness are not the way to solve the problem. Don’t let Yu Chengdong destroy Huawei, a brand with unlimited possibilities.