duiyuqunian 11 yuezaizhejiangwuzhenzhaokaideshijiehulianwangdahui，renmenzuijinjinledaodeyigehuatishi：zheixiezhiming itqiyejiawanshangjucanshizuiailiaoshenme？
dalaomendouzailiaoshouji。yizhiyu，wangyichuangshirendingleibudebuzaitazuodongdefanjushangjiaoting“shoujizhuanti”。raner，tanlunjiaodianhenkuaiyouzhuanhuidaoshoujishang。
zheishiquanqiuqiyejiadehuati。yidonghulianwangshidaidexiaofeilingyukejidazhan，pindebujinjinshiyizhangchuanpiao，ershisheiyongyouyisouzhanzhinengshengdezhanjian——wuyi，zhinengshoujishimuqianzuizhongyaodezhanjian。
研究机构 GfK2016 年第三季度的数据显示，全球智能手机市场份额前三位的品牌分别为、苹果和华为。
er 2016 zheiyinian，weiweilaishoujipinpaidejingzhengbianshumaixialefubi：sanxingxintuichudeqijianji note7 yinpinfanbaozhaerzhaohui，pingguoshoujixiaoliangshishangshoucichuxianxiahua，erhuaweichuhuoliangnishizengzhangbingyuanyuanpaoyingdashi。
huaweixiaofeizheyewu ceo yuchengdonggongkaibiaoshi，zheixieshijiandouweihuaweichaoyueqianerzhetigongleqiji。
在全球看似饱和、依然竞争惨烈的手机市场，华为如何快速成为名列前茅的绩优生？它还能进一步弯道超车登顶榜首吗？
shuoqipingguoshouji，renmenhuiguigongyuchuangshirenqiaobusideyuanjian、shouxishejishiqiaonasen·yifudejiangxin，yiji ceo dimu·kukedezhangxiushanwu——zheixie“gongmobai”depingguoyingxionggushiliuchuankailai，yiweizheweidadechanpinkaodejiushishaoshujiweidashi“dianjinshengshou”。
2010 nian，yamaxunkaishiyanfaqijianshoujifire phone，jibenshangcankaodejiushipingguozheizhong“chuangxindashi”moshi。fire phonede“chaojichanpinjingli”jiushiyamaxun ceobeisuosi——tashexiangleyixiliechucaidegongnengyaoqiutuanduilaishixian，tongshi，jibianshizuixiaodejueceyebixujingtapizhun。zheiyangyilai，daozhituanduichengyuankaishihuaiyiziwo，yanfameixiangjinzhandouzhishiweilemanzubeisuosidexihao。
jieguoshi，shoujikaifajinduhuanman，yamaxunzhizai 2013 nianfangqileciqiandesuoyouchengguo，congtoulaiguo，danbeisuosiyiran“shenducanyu”zhidao。2014 nian 7 yue，fire phone fashou，danjinjinmaichulejiwanbu，zuihoudejieguoshijiangjiadao 99 meifenqingcangdashuaimai，zhijiedaozhile1.7yimeiyuandezhangmiankuisun。
华为正式投入做智能手机的时间跟亚马逊差多，甚至还晚一点。但跟贝索斯的“个人英雄式”的冒险相比，华为选择了截然不同的路径：以“全球创新蜂巢”的组织方式，即，没有领袖发号施令的一群蜜蜂，朝着同一个方向飞去。具体而言，就是集合全球的“内外脑”，聚焦于提供便捷实用的智能手机。
renmenduifengchaosiweidelejie，duoshuyuanyukaiwen·kaili（jiancheng“kk”）de《shikong》yishu。gaishutidao：
fengqunyouyizhongcongliangbianyinqizhibiandebenneng。yaoxiangcongdanzhimifengdejitiguodudaojiqunjiti，zhiyaozengjiamifengdeshuliang，shidaliangmifengjujizaiyiqi，shitamennenggouxianghujiaoliu，jierhuxiangzhijiangouchengleyigewangluo，wangluodejiedianyuwangluobenshengouchenglexingeti，zheigegetiyongyouleqiangdadeliliang。
对于很多企业而言，蜂巢是一种知易行难的组织形式 —— 难点往往就在于如何构建网络的节点。
那身为全球三大通信设备商之一的华为是怎么做的？在 2016 年 5 月的一次座谈会上，华为创始人任正非用“一杯咖啡吸收宇宙能量”从侧面解释了华为式的“蜂巢思维”。在他看来，蜂群网络的节点可以简化为一个“咖啡杯”，即鼓励华为员工跟全球最优秀的人才喝咖啡，交流最前沿的创新想法，并尽可能快速开展合作。
任正非
“zaizheige‘kafeibei’li，yinimenweihexin，tuanjieshijiesuoyoutongfangxiangdekexuejia，danhuagongkawenhua。ruguoneixiekexuejiazuochulegennimentongyangdegongxian，neimejiuyaojitamentongyangdedaiyu。”renzhengfeiduiyuangongmenshuo，tashenzhitichukeyishishi“rencaizhongchou”，jiushiduiteyouxiurencaikeyi“kuaijin、kuaichu”，bukouzhurenjiayisheng。
“buqiutamenguiwomensuoyou，buxianzhitamenderenshenziyouhexueshuziyou，buzhanyoutamendelunwen、zhuanli……zhiqiugentamenhezuo。”renzhengfeijiangjianrongbingxugengjinyibu，tashuo，“kafeibeili”bujinyaoyouyouxuewendekexuejia，haiyaoyouyixie“waigualiezao”xiadaoluan；yeqiwang“heitiane”feidaozhei“kafeibei”zhonglai。
虽然华为从来没说过其蜂巢思维受到 KK 的影响，但这种“咖啡杯理念”与《失控》的部分结论不谋而合。例如，《失控》认为“连接权超越所有权”，即，网络连接的能力比拥有某种东西的物权更重要 —— 而华为的“咖啡杯”，强调的正是连接思想和技术的能力，淡化人身和成果的归属权。
yibaneryan，yuangongshuyiwanjiguimodegongsi，zaoyibeigezhong“daqiyebing”chanshen，bieshuochuangxintuijinhuozuzhixingshigaige，lianjibenrichangdeyunzuodoukenengjubuweijian。
那为什么拥有 17 万员工的华为还能形成一个蜂巢？华为消费者业务CMO 张晓云在伦敦商学院的演讲中回答了这个问题。“这是一个基于沙子的行业，因为所有doulaiziyuguijingti，erguijingtidezuichuyuancailiaoshishazi。”zhangxiaoyunshuo，shazishiyizhonghenrongyihuoqudecailiao，ruowurenleizhihuidejiaru，tamenjihuhaowujiazhi。
人定胜天，起于积沙成塔。renzhengfei 1987 nianchuangjianhuaweishi，jiuyishidaogongchengshidequntililiang，qiyedefazhanyuanzimeiyiweigongchengshidetounao。zhengshizheiyixiangfadequshi，rujindehuaweisuiranshiyijiasiyougongsi，danbingfeiyouchuangshirenyongyou，ershiguiyuangongsuoyou——renzhengfeichuangjianhuaweizhichushi 100%konggu，erxianzaitazhiyongyougongsigufende 1%，qiyugufenguihuaweiyuangonggongtongsuoyou。“zheiyicaiwushangdefenxiangjizhi，quebaoleyidaqunyouxiudegongchengshizaihuaweizheigeshuodadepingtaishanggongtongchuangxin、chuangzao。”zhangxiaoyunshuo，chulecaiwujilianpai，huaweicaiyonglunzhi ceo zhidu，jisanwei ceo meiliugeyuelunhuanyici，zhixingdeshi“lungangshi”jitiminzhujuece。
这样的组织设计，体现的是华为的“力出一孔，利出一孔”主张，即利益一致的集体智慧力量，就像水在高压下从一个小孔中喷出来，可以用于切割钢板。
huawei 2016 nianduqijianshouji mate 9 dejigezuidamaidian，junshi“juheshaonao”dezuixinzhanxian。qizhong“18 geyuebukadun”deemui 5.0 xitong，beihoushiyouhuaweiyinjinduoweishijieji linux xitongzhuanjiabinggoujianle3,000 rendeyanfatuandui，duianzhuo androidxitongjinxingle“shoushudao”shideshenduyouhua。
如今，全球市场超过 80% 的智能手机，以及不计其数的电子设备都运行着。suirananzhuozuoweikaifangshipingtaizaoyishi“shijiedeliwu”，danshiyuankaifazhegugegongsiyizhiyoushoujinanzhuokongzhiquandejudong。erqie，suiranyuanshenganzhuoxitongzaiyidingchengdushangbaozhengshiyongliuchang，dangugebingbukenengweimeiyigeyingjianzhizaoshangbutongdeshebeihedingzhihuaxitongjinxingyouhuabangzhu。
huaweide emui xitongduiyuanshenganzhuoandroid dexiugaishijiyulingyikaiyuandelinux xitong，yejiushilingpixijingdishixian“gaijindediejia”——bushaorezhongshoujixingnengbijiaodefashaoyouyonghufanying，nengtiyandao emui5.0 biyuanshenganzhuo android gengkuai，keyishuoshiqidongle“xiaomieshoujikadun”degeming。
er mate 9 lingyimaidian——zizhuyanfadexinpianqilin 960，duoxiangceshishujuxianshi，qixingnengyijingquanmianchaoyueanzhuogaoduanjixingzhongpubiancaiyongdegaotonggongsizhudachanpinxiaolong 820。nengyu“yifanmaitongxinbiaozhunerzhucheng”degaotonggongsiyijiaogaoxia，huaweiyikaodeshibianbuquanqiude 16 geyanfazhongxinhe 28 gelianhechuangxinzhongxinde“jisi”nengliang，yijiershiduoniandui“xinpianzizhu”dejianchi。
chulexitonghexinpianliangdaguanjianjishuyanfa，huaweishoujizaigongyesheji、gongyinglianzhenghe、zhiliangjiankong、yonghutiyandengdengshiwujuxidegegefangmian，douzaidiedaishengji——zhengruyiweiwangyoudepinglun，huaweideqiangdazaiyu“nenggoubabuwanmeibiandewanmei”。
congwunianduoqiande“chulaibaodaozhe”，bianchenglechuhuoliangtupo 1 yideshoujiazhongguozhinengshoujichangshang，xianzaiquanqiushichangfenewenjuqiansan，yezai 2016 disanjiduchengweianzhuoxitongshoujizhongzuizhuanqiandepinpai——weilaidehuaweihuizenyang？huoxuyeruyiweiwangyoudepinglun，huaweishanzhangyu“babukenengbianweikeneng”。
在市场份额的争夺上，华为是以挑战者角色出现，余承东就曾经下战书称“三年超过苹果，五年超过三星”。但是，在品牌文化方面，华为却将挑战者形象“隐藏”起来，选择以“地面渗透式”来潜入消费者头脑。
ruguoshuochuhuoliangzhileidezhibiaokaodeshi“yingpin”，neimepinpaishuchukaodeshi“ruangongshi”。2016nian 3 yue，zuqiumingxingmeixichengweihuaweiquanqiupinpaidashi。meixichuangjiludichengweiwujie fifa jinqiujiangdezhu，beiyuwei“jinqiuzhiwang”。
zaiqianyuehuishang，huaweifangmianmiaoshulezijiyumeixiyouzhexiangsidelicheng：huaiyoumengxiang，bingpingjiezhizhedexinnianhenulishixianlegezidechengnuo，qudefeifandechengjiu。“erqiezaiyicicitiaozhanzhihou，womendoubuyanfangqi、zhaozhunfangxiang、zaijiezailidizaicitashangtongwangchenggongderongyaozhilu。”
yumeixishenshangde“jijipinbo”jingshenxiangguandeshiwuguojiedetiyuyingxiao，huaweixianhouzanzhuleouzhouwudazuqiuliansaizhongzhuduodechuantongqiangdui，baokuodejiadeduotemengde、yijiade ac milan、xijiademadelijingji、yingchaodeasenna，yijifajiabalishengriermandeng —— zheixiejinglvjulebuwuyibushidangdiyonghudejingshenxiangzheng。
tongshi，huaweipinpaidongderuxiangsuisudicanyutiyu。zaikaituojiekeshichangshi，huaweidezanzhuduixianghuanchenglejiekebingqiuguojiadui —— yinweizaizheigechuantongdebingqiuqiangguo，dangdixiaohaipubiancongsansisuijiukaishixuexibingqiu，keyishuozheixiangyundongyijingrongrudangdirendexueyezhong。erzaimeiguoshichang，ganlanqiuwenhuahaowuzhengyidichengweihuaweipinpaiguanzhudezhongzhongzhizhong，yaozhidao，meiguoganlanqiulianmengdenianduguanjunsai“chaojiwan”kanchengmeiguorenmindechunwan。
xiaozhiyi“pin”，yidongzhiyiqing。chuleyuzijipinboshiyimaixiangchengdetiyuyingxiaowai，huaweiyeqidonglenengyinqigongmingdemingxingxiaoying。qizhong，huaweiqijianji p9 xiliechanpindexingxiangdaiyanrenshihaolaiwujuxingsijiali·yuehanxunhehengli·kaweier——tamenfenbieshidianyingjiaoseheiguafuhechaorendebanyanzhe，ertongkuangchuyanhuaweideshipinguanggao，rangfensimendahuguoyin。
ciwai，huaweihaixuanzele“taiguowuyanzu”ananda everingham（ananda·aihualinggan）he“libanentianhoujigeshou”nancy ajram（nanxi·ajilaimu）zuoweiqiquyupinpaidaiyanren——zheixiejiediqidezuofadourangpinglunzherenwei“zugouqinqie”。
纵观华为的品牌“组合拳”，基本上是淡化挑战者的身份，强调挑战者的精神，力图营造高端时尚的氛围。huaweizheiyang“bushudi”decelveyouhaochu，bijiao 1984 niandetiaozhanzhepingguo，zai“chaowan”xianglaodage ibmzhichujingdiandeyichuiguanggao《1984》，dandangpingguochengle“laodage”houlvbeiqitapinpaitiaozhanfengci。
yibuyigetaijiedehuawei，jiejishuzhishi，supinpaizhishi，zhizhiweilai。bijing，dianzixiaofeipinde“gangxu”huishengjihuandai，kenengmouyigedianfuxingyidongchanpinxunsupuji，zhinengshoujibuzaishirenmenzhuizhuderedian，neime，shichangfeneshangdeyoushihuojiangshunjiantanta，zhiyouyouzhidepinpaijichucainengjiqiyeliuxiagengduozhuanshendeyudi。
pinpaishigekuang，kuajiewanglizhuang。2012 nian，naikededianziwandai nike+ fuelband hengkongchushi——yinlairenmendejinghu：yigehaodeyundongfushipinpaikuajiejinjunjishulingyu，jingranbichuantonglaopaijishugongsinenggengkuaifuhuorenxin。
jiusuanweilaidezhuliuxinxizhongduanbuzaishishouji，huaweihuoxuyijingzuohaolingyishouzhunbei——erneishi，kenengtayijingbuzaidaiyouzhongguobiaoqianhetiaozhanzheshenfen，ershirenmenxiaishenzhimiliandeguojichengshupinpaile。
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