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ZTE Terminal Implements "Multiplier Plan" to Challenge China's Top 3 Markets

2016-02-23 10:10:16 Author: Geely Source:Flying ElephantComment:0  Click:


In today's terminal market, in the face of the containment of major international brands such as Apple and Samsung, the days of domestic mobile phone manufacturers are not considered to be nourishing. Every year, a group of new manufacturers will be born in the market, and a large number of manufacturers will disappear. ZTE Terminal CEO Zeng Xuezhong still put forward the goal of “2016 ZTE Smart Phone Shipment Target of 60 Million, Challenge 70 Million” under the constraints of unsatisfactory smartphone shipments last year. In the next three years, ZTE will implement channel and brand “doubling plan” and re-emerge into the top three positions in the Chinese market.
Goal: 2016 challenges 70 million mobile phone sales
Want to break the dilemma of Apple, Samsung's control, to break into the high-end market, Chinese manufacturers do not put some "big trick" how to break the array.
“We must do a good job in user experience innovation, branding, channels, and marketing, while strengthening the advantages of technology R&D and industrial integration to be able to cope with competitive pressures and ensure continued market share growth”, in the face of the containment of international mobile phone brands, in this MWC. The ZTE terminal CEO Zeng Xuezhong, who led the delegation, apparently has found a way to break the line.
According to him, in 2016 ZTE will continue to exert its efforts in technological innovation, and voice control will be further strengthened as ZTE's technology strategy. In the brand and channel, it will also pay more attention to the layout and construction of globalization, and carry out a series of localization features. Global marketing of sports, ZTE Tour, consumer community and other marketing and brand activities, and in the product design and planning to allow users to really participate in, become ZTE mobile partners; in the channel construction, 2016 ZTE's overseas stores will expand to 5 10,000, and increase overseas local channel sales staff, marketing planning and other talent recruitment. At the same time, it has reached strategic cooperation with such major e-commerce sales platforms as Dixon and Gome and other large-scale mobile phone stores and JD.com.
To this end, it was proposed that "2016 ZTE smart phone shipments target to reach 60 million, challenge 70 million, and further optimize the product structure, increase the proportion of mainstream countries and mid-to-high end market, the proportion of high-end products, improve ASP (average selling price), the proportion of overall shipments kept at a ratio of 7:3 between international and domestic "has a lot of rhetoric and confidence.
Market: 2016 will strengthen marketing drive
Good wine is also afraid of a deep alley. To this end, ZTE Terminal invested heavily in brand building. Zeng Xuezhong pointed out that in 2016, ZTE will strengthen marketing-driven, consumer-centric, and create a series of global consumer experience Campaign.
Prior to this, ZTE has completed the "ZTE Tour - ZTE US Mobile Flagship Store" nationwide tour experience in the United States; the European mobile experience store will be officially launched at MWC 2016, covering Spain, France, Germany, Italy, and Poland. Among the key cities in China, it is estimated that there will be tens of millions of consumers; mobile experience stores will also be launched in other key regional markets.
During the CES, ZTE also launched the long-term consumer plan “Z-Community” in the United States, creating a dedicated forum for fans. "And this consumer plan will also be launched in Europe, through the online community to allow consumers to participate in the process of mobile phone planning and development."
It is understood that in this MWC, ZTE proposed the brand idea of ​​“smart fusion of technology and imagination”. “Imagination is part of technology and technological innovation that loses imagination is inevitably uninteresting. ZTE hopes to be more intelligent. The human-computer interaction technology with more imaginative space makes the ideas that only appeared in science-fiction films become as soon as possible," said Zeng Xuezhong.
Channels: Continue to expand offline channels
At present, more and more mobile phone brands have begun to return to offline channels. In terms of open channel construction, ZTE Terminal is also continuously strengthening its channel cooperation, team building and marketing capabilities in China, Europe, Asia Pacific, the United States and other countries and regions.
“ZTE will continue to expand the layout of offline channels and plan to increase the number of stores in 2016. The target overseas stores will increase from 30,000 to 50,000,” Zeng Xuezhong emphasized.
As early as last September, ZTE Terminal initiated a channel strategy, signed strategic agreements with many large-scale mobile phone stores such as Dixon and Gome, and also reached cooperation with Jingdong and other e-commerce sales platforms.
In terms of strategy, Zeng Xuezhong stated that in 2016 ZTE Terminal will continue to adhere to the high-end quality strategy. “The second generation of AXON Sentinel will carry the most front-end innovation technology of ZTE, bringing together global elite teams and resources, and conducting a lot of cross-border cooperation. And operate."
Transformation: Abandon the sea tactics and increase brand investment
In 2015, "transformation" became the key to the development of ZTE Terminal. In the past year or so, ZTE, with its sports marketing as the main method, bundled ZTE's products with sports, and continued to deepen its cooperation with the NBA to increase the visibility of ZTE's brands.
In terms of products, ZTE Terminal abandoned the tactics of the sea and focused on taking the flagship route of boutique products. At present, ZTE has formed two product lines of "AXON's flagship series + Blade series" and completed the high-end market layout.
In terms of channels, the e-commerce channel has grown rapidly. It has not only reached strategic partnerships with e-commerce sites such as Tmall and Jingdong Mall, but also has its own shopping malls. The offline channels are also in progress, and will continue to increase the image of the family in the domestic market. Shops and brand stores.
In terms of marketing, ZTE focuses on customer experience and multi-channel linkage to provide young consumers with a dynamic and vibrant new image of ZTE.
Product: Accelerating the development of new VR display devices
The author understands from the current MWC that the concept of the second generation product of the ZTE AXON family smart micro-projection model Spro plus has been officially released at this exhibition, mobile terminal products will be available as soon as possible in April.
In addition, ZTE is currently speeding up the development of a new form of VR display device. "For this technology, massive data exchange requires sufficient hardware bandwidth to support it, and ZTE's independently developed chip can already meet this challenge."
"At the same time, we focus on voice storage technology in an interactive manner that can provide users with a perfect virtual reality experience," Zeng Xuezhong said in an interview with the media.
International Market: European Smartphone Sales Increase 400% YoY
Talking about the international market, Zeng Xuezhong said that by 2015, ZTE has made great progress in the European market. “The sales volume of ZTE smartphones in Europe in 2015 increased by more than 400% year-on-year in 2014”.
It is reported that in the international market, Europe is the new fulcrum for ZTE's China, the United States and Europe. On the basis of last year, ZTE has formulated a plan for accelerated development in the next three years. In this MWC, ZTE signed the Sevilla Football Club and unveiled ZTE’s first step in European sports marketing. "ZTE will continue to increase its brand investment in Europe. The brand and channel investment in Europe will double in the next three years," Zeng Xuezhong said.
For the channel, Zeng Xuezhong said: “Europe is a very special market. Unlike the United States, 90% or even 95% are operator-led, and unlike China, they are almost completely open. In Europe, about 60% are operating. In terms of business, the development of ZTE Terminal in Europe is actually based on two legs.At the same time, we will increase cooperation with operators and further open up the market, especially in European electronics stores, we will further increase our efforts. ".
Although the current domestic and international terminal environment is abnormally dangerous, but thanks to the global layout of ZTE in the past two years, based on the high-end market, its IPR accounted for the best among domestic brand manufacturers. "We are indeed the first brand in overseas China," Zeng Xuezhong said proudly.
Domestic market: deepen cooperation with operators and return to the top three markets
In the past two years, the competition in the domestic terminal market can be described as "treasure." Every year, a large number of manufacturers will disappear and a number of new faces will emerge.
For the Chinese market, Zeng Xuezhong is another opinion. He believes that “Before 2012, it was mainly dominated by operators, and the open market significantly outperformed the operator market from 2013 to 2015”. According to Zeng Xuezhong's analysis of the Chinese market, "Since the first three years since 2016, the Chinese market will present a three-way position among operators, open channels, and online. The three will have greater development."
In response to changes in the market, ZTE has made a series of adjustments since the end of 2015. In addition to continuing to invest in open channels, the company will increase the amount of investment in the operator market in 2016 and implement three-legged walks. All three directions will go all out. Zeng Xuezhong Stressed. The
When the MWC received an interview with Feixiang.com, Zeng Xuezhong also thrown a blunder. "Since the beginning of 2016, in the next three years, ZTE will return to the top three in the Chinese market and make many preparations for this." "On the product, we will focus on the two AXON series and blade series. We will implement a ‘double-up plan’ in terms of channels and brands, and further increase input.”
At the beginning of 2016, Zeng Xuezhong showed his internal letter to all employees of the terminal in his personal WeChat account. Although ZTE Terminal achieved revenue and revenue of RMB 100 billion in 2015, it was not satisfied with the performance of ZTE in 2015. , especially the domestic market.
The new year has begun again. ZTE Terminals that have been tagged with “brand”, “high-end”, “boutique”, etc., in order to change the status quo in the domestic market, in addition to continuing to focus on AXON Tk + Blade two product lines, for high-end business people and young people enterprising In addition to providing competitive end products, Zeng Xuezhong’s plans for the crowds include storming channels, continuing to deepen cooperation with the three major operators and e-commerce companies, and accelerating the construction of their own mobile phone malls, continuing to focus on AXON’s Shuangji+Blade. This product line provides competitive end products for high-end business people and young people.
When the brand image has been deeply rooted in the hearts of people, how can the sales volume of 70 million people speak, and the position of returning to the top three is just around the corner.
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