On June 28, it is well-known that for a long time domestic mobile phone companies are relying on cooperation with operators to increase their own product scale. Today, such a model is obviously unable to respond to fierce market competition. To enhance its own brand image and open up new channel models is becoming a new Nugget weapon for domestic mobile phone manufacturers.
Low-cost distribution of high-end smart machines ZTE Corporation, which fully started the transformation of smart terminals last year, is planning to embark on a new peak climb. When He Shiyou, executive vice president of ZTE Corporation, said in an exclusive interview with Tencent Technology recently, “Last year, ZTE had breakthroughs and gains in the smart phone market. It is expected that sales this year will more than double last year and exceed 30 million units. By 2015, ZTE The shipment of smart terminals is expected to reach 100 million units and become the third largest smartphone and mobile phone manufacturer in the world."
In the global market, smart phones are rampant. Apple and Samsung, HTC, Motorola and other manufacturers have continued to watch for patents, and Chinese mobile phone manufacturers represented by ZTE have sprung up, relying on the excellent performance of the Blade and Skate series of smart phones.
It is understood that ZTE Blade locates the market of thousand yuan smart machines, while the Skate series targets the mid market. As of the first quarter of this year, Blade shipped more than 10 million global shipments. Lu Qianhao, general manager of the mobile marketing department, said that this is the first smart phone shipment in mainland China with over 10 million shipments, and it is also a thousand smartphones worldwide. The first shipment exceeds 10 million. Skate series products also shipped more than five million worldwide.
In May, reports from well-known market research organizations IDC and Gartner also showed that in the first quarter of this year, ZTE surpassed South Korean manufacturer LG to become the world’s fourth-largest mobile phone maker, with nearly 20 million units shipped in a single season, temporarily listed by Samsung, Nokia, and Apple. .
While ZTE's mid- to low-end smart phone market performed well, in mid-June, ZTE officially launched the Grand X Series, a new high-end product, at the CDMA Mobile Phone Show in Guangzhou. “Grand X series and Grand Era series smart phones will become the milestone representative of ZTE smart terminals this year. With high-standard hardware and software configurations, consumers have a more excellent mobile Internet experience,†said ZTE official.
Take ZTE Grand U970 as an example, equipped with 4.3-inch high-definition display, equipped with 1.2Ghz frequency Nvidia Tegra2 dual-core processor and 4GROM + 1G RAM, using the latest Android 4.0 operating system, the current preferential price for only 1499 yuan. Almost the same configuration price is now 300 yuan cheaper than the currently hot 360 special machine, 500 yuan cheaper than millet.
This price also makes the intellectual Grand U970 in the Jingdong Mall is hot. Jingdong Mall data show that during the week before the Dragon Boat Festival, ZTE's Grand U970 sales ranked second only to Apple's iPhone 4S and iPhone 4 in the sales of 1035 Jingdong phones, while during the three-day holiday, the Grand U970 jumped. The company achieved record sales of nearly 4,000 units, surpassing international brands such as Apple, HTC, and Samsung, ranking first in weekly sales.
"Last year, ZTE Blade 880 series were highly acclaimed in the domestic and international markets. This year, the Zhijing Grand X mobile phones represented by U970, N970 and V970 will surely become new highlights in the smart phone market, from the current Jingdong and Taobao and other Internet. Judging from the user acceptance of the e-commerce market, the Grand X has already begun to take choppers.
On June 19, ZTE Grand X also held its first overseas conference in Istanbul. This is also the first time that ZTE Mobile has entered the Turkish market with its own brand.
Although the sales scale has grown rapidly, there is still a big gap between the profit margins of domestic mobile phone manufacturers and those of international top brands. He Shiyou believes that this year is a crucial year for the strategic transformation of ZTE's smart terminals. The Grand Zhiguan series will focus on high-end flagship intelligent terminal products, which will be the key to improving profitability.
At this point, ZTE's "three-step" layout for thousands, mid-range and high-end smart phones was fully formed.
The launch of TD-LTE smart phones at the end of the year was just last week. The Grand X LTE version also made its debut at the Singapore Telecom Expo. ZTE also made full preparations for 4G smart terminals, according to the person in charge of ZTE.
In the same week of the 2012 Asian Mobile Communications Expo, Shi Lirong, president of ZTE Corporation, stated: “ZTE is expected to introduce TD-LTE smart phones by the end of this year. In the second half of last year, China Mobile and ZTE launched the world’s first TD-LTE multimode. Test prototypes for mobile phones can support TD-LTE/TD-SCDMA/GSM three network environments."
There is early consensus in the industry that a stable and mature TD-LTE smart phone is a sign that TD-LTE technology and industrial chain are fully mature. Previously, China Mobile's TD-LTE trial network was mainly used for business demonstrations of terminal products such as data cards.
Electric channel will be the future development trend For product channel strategy, He Shiyou introduces, the newly released Grand series intellectual view products will rely mainly on electronic channels. "The sales of electronic channels will be the future development trend. ZTE will adopt both online and offline methods."
ZTE will select channels based on different product levels. Thousand yuan smart phones mainly center around operators' customized channels, specifically the carrier's centralized procurement and distribution, and positioning the high-end flagship products will be the first to be released in public channels. ZTE expects this year's social channels to account for at least 10% of the company.
According to ZTE, operator channels, social open channels, and e-commerce are the three most crucial parts of channel construction. At present, ZTE has cooperated fully with three channels.
In addition, ZTE will try to implement the "physical channel experience + network channel sales" model. That is to build a user experience center, but unlike the Apple store model, the ZTE is a place to play pure mobile phones, does not assume sales functions, users can not only try the latest models, and even participate in mobile phone design and innovation.
It is understood that the center plans to put into use by the end of this year and next year.
Low-cost distribution of high-end smart machines ZTE Corporation, which fully started the transformation of smart terminals last year, is planning to embark on a new peak climb. When He Shiyou, executive vice president of ZTE Corporation, said in an exclusive interview with Tencent Technology recently, “Last year, ZTE had breakthroughs and gains in the smart phone market. It is expected that sales this year will more than double last year and exceed 30 million units. By 2015, ZTE The shipment of smart terminals is expected to reach 100 million units and become the third largest smartphone and mobile phone manufacturer in the world."
In the global market, smart phones are rampant. Apple and Samsung, HTC, Motorola and other manufacturers have continued to watch for patents, and Chinese mobile phone manufacturers represented by ZTE have sprung up, relying on the excellent performance of the Blade and Skate series of smart phones.
It is understood that ZTE Blade locates the market of thousand yuan smart machines, while the Skate series targets the mid market. As of the first quarter of this year, Blade shipped more than 10 million global shipments. Lu Qianhao, general manager of the mobile marketing department, said that this is the first smart phone shipment in mainland China with over 10 million shipments, and it is also a thousand smartphones worldwide. The first shipment exceeds 10 million. Skate series products also shipped more than five million worldwide.
In May, reports from well-known market research organizations IDC and Gartner also showed that in the first quarter of this year, ZTE surpassed South Korean manufacturer LG to become the world’s fourth-largest mobile phone maker, with nearly 20 million units shipped in a single season, temporarily listed by Samsung, Nokia, and Apple. .
While ZTE's mid- to low-end smart phone market performed well, in mid-June, ZTE officially launched the Grand X Series, a new high-end product, at the CDMA Mobile Phone Show in Guangzhou. “Grand X series and Grand Era series smart phones will become the milestone representative of ZTE smart terminals this year. With high-standard hardware and software configurations, consumers have a more excellent mobile Internet experience,†said ZTE official.
Take ZTE Grand U970 as an example, equipped with 4.3-inch high-definition display, equipped with 1.2Ghz frequency Nvidia Tegra2 dual-core processor and 4GROM + 1G RAM, using the latest Android 4.0 operating system, the current preferential price for only 1499 yuan. Almost the same configuration price is now 300 yuan cheaper than the currently hot 360 special machine, 500 yuan cheaper than millet.
This price also makes the intellectual Grand U970 in the Jingdong Mall is hot. Jingdong Mall data show that during the week before the Dragon Boat Festival, ZTE's Grand U970 sales ranked second only to Apple's iPhone 4S and iPhone 4 in the sales of 1035 Jingdong phones, while during the three-day holiday, the Grand U970 jumped. The company achieved record sales of nearly 4,000 units, surpassing international brands such as Apple, HTC, and Samsung, ranking first in weekly sales.
"Last year, ZTE Blade 880 series were highly acclaimed in the domestic and international markets. This year, the Zhijing Grand X mobile phones represented by U970, N970 and V970 will surely become new highlights in the smart phone market, from the current Jingdong and Taobao and other Internet. Judging from the user acceptance of the e-commerce market, the Grand X has already begun to take choppers.
On June 19, ZTE Grand X also held its first overseas conference in Istanbul. This is also the first time that ZTE Mobile has entered the Turkish market with its own brand.
Although the sales scale has grown rapidly, there is still a big gap between the profit margins of domestic mobile phone manufacturers and those of international top brands. He Shiyou believes that this year is a crucial year for the strategic transformation of ZTE's smart terminals. The Grand Zhiguan series will focus on high-end flagship intelligent terminal products, which will be the key to improving profitability.
At this point, ZTE's "three-step" layout for thousands, mid-range and high-end smart phones was fully formed.
The launch of TD-LTE smart phones at the end of the year was just last week. The Grand X LTE version also made its debut at the Singapore Telecom Expo. ZTE also made full preparations for 4G smart terminals, according to the person in charge of ZTE.
In the same week of the 2012 Asian Mobile Communications Expo, Shi Lirong, president of ZTE Corporation, stated: “ZTE is expected to introduce TD-LTE smart phones by the end of this year. In the second half of last year, China Mobile and ZTE launched the world’s first TD-LTE multimode. Test prototypes for mobile phones can support TD-LTE/TD-SCDMA/GSM three network environments."
There is early consensus in the industry that a stable and mature TD-LTE smart phone is a sign that TD-LTE technology and industrial chain are fully mature. Previously, China Mobile's TD-LTE trial network was mainly used for business demonstrations of terminal products such as data cards.
Electric channel will be the future development trend For product channel strategy, He Shiyou introduces, the newly released Grand series intellectual view products will rely mainly on electronic channels. "The sales of electronic channels will be the future development trend. ZTE will adopt both online and offline methods."
ZTE will select channels based on different product levels. Thousand yuan smart phones mainly center around operators' customized channels, specifically the carrier's centralized procurement and distribution, and positioning the high-end flagship products will be the first to be released in public channels. ZTE expects this year's social channels to account for at least 10% of the company.
According to ZTE, operator channels, social open channels, and e-commerce are the three most crucial parts of channel construction. At present, ZTE has cooperated fully with three channels.
In addition, ZTE will try to implement the "physical channel experience + network channel sales" model. That is to build a user experience center, but unlike the Apple store model, the ZTE is a place to play pure mobile phones, does not assume sales functions, users can not only try the latest models, and even participate in mobile phone design and innovation.
It is understood that the center plans to put into use by the end of this year and next year.
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