"Hello,moto" in China full of blood resurrection, Lenovo's "Last Chance"

"Hello,moto" The disappearance of the phone ringtone will soon be in the Chinese market full of blood resurrection.

At the 2015CES show in the United States, Motorola and its new shareholder Lenovo Group executives confirmed to the media that Motorola will formally return to the Chinese market by 26th this month. The first mobile phone will be listed before the Chinese Lunar New Year.

But China's mobile phone market is not the same. Mobile phone manufacturers have undergone several rounds of shuffle, the domestic mobile phone brand warlords and began, Samsung, Apple and other mobile phone upstart market in China have shrunk. At this time Motorola return, market future geometry?

Lenovo Values Moto Brand advantage

Lenovo's chief executive, Yang, has planned to sell 100 million handsets in 2015. Motorola's president said in a recent media interview that Motorola would occupy a significant share.

In the mobile communications just started, "Hello,moto" was the mobile phone market the highest tone of the boot ring. But in the 2G era, the sound was gradually drowned by the "Nokia tune" ringtones. By the time of the 3G, in a public place, the occasional "Hello" sound of a mobile phone would usually draw a bunch of laughs.

In 2011, Google bought Motorola Mobility at about 12.5 billion dollars, but failed to save Motorola. In the Chinese market, Motorola's distributors are constantly being disclosed by the media, and after many layoffs and unrest, Motorola withdrew from the Chinese market in 2013. Lenovo's 2014 mobile Motorola.

At the 2015CES Consumer Electronics Show held last week, Lenovo's executive vice president and mobile business group president, Motorola Mobile Management Committee chairman Liu June announced that Motorola will return to China before the Spring Festival.

It is revealed that Lenovo will hold a press conference on January 26 to announce specific plans to return to the Chinese market.

"Although Moto has pulled out of many markets under Google's leadership, its software development capability has been greatly improved in the past two years, and Moto is being brought back to China to do a redevelopment process to ensure the native Android system and join the App Store for Chinese applications," he said. Liu June said.

Previously, Lenovo's senior team on several occasions stressed that Moto brand advantage is still.

In announcing the acquisition, Yang said it planned to sell 100 million handsets in 2015. Motorola's president and chief operating officer, Rick Ostro, said in a recent media interview that Motorola would occupy a significant share.

Before exiting the Chinese market, Motorola is taking a high-end route and will be on the high end after the handover. Lenovo's own mobile phone brand positioning in China's low-end route, compared with Huawei and Millet, Lenovo's mobile phone operation is more traditional to the physical channels and operators to customize mainly, and channel relations mainly in the Chinese market.

Yanhui, Secretary-General of the China Federation of Mobile phones, said Motorola under Google's operations, although business shrinking, but in Europe and the United States market sales channels are still preserved, especially the operator relationship, can help Lenovo in the overseas market rapid increase in sales. In addition, Motorola can make up for Lenovo's short board in terms of patents and innovation.

Lenovo and Motorola's total market share are currently ranked third in the smartphone market, after Apple and Samsung.

Previously, Yang expressed the hope that the mobile phone in the field of Lenovo in the success of the PC path to ensure that the amount of low-cost, Low-cost, in exchange for greater sales, forming a positive cycle.

Industry insiders said that the motorcycle back to China, Lenovo through the original two companies at home and abroad sales channels, Lenovo's "impulse" plan will officially start.

Low position or high-end?

For Liu June revealed the first return of three new product positioning, analysts believe that it continues the high position of Motorola's aristocratic positioning, Motorola President Rick is inclined to the main civilian price, cost-effective mobile phones.

With Vibe, Lenovo and Lenovo's new high-terminal brand, Lenovo now has at least three independent handset brands. Many analysts said that Lenovo how to distinguish three brands, how the motorcycle positioning, pricing, will be the key to the success of the motorcycle in the country.

Combing Lenovo and Motorola executives recently accepted the media, the reporter found that in Motorola's positioning, Lenovo seems to be inconsistent inside.

Liu June revealed at CES, the first batch of three new products are to locate the mainstream crowd, motog, positioning the high-end crowd motox and positioning more high-end crowd of the new MotoX Pro.

People familiar with the situation said that the new motog price is expected to be 1499 yuan, the new MotoX estimated 3499 yuan, MotoX Pro is expected to be more than 5000 yuan. But Motorola and Lenovo officials have not yet confirmed the claim.

Analysts say the positioning will continue to be a big, aristocratic position for Motorola, evoking nostalgia for Motorola's original fans.

Motorola's boss, Rick, tends to focus on civilian-priced handsets. In last month's China Media debut, he told the media that Motorola will position itself as a market challenger, in the sales strategy to high-end mobile phones, in the future will gradually cover the low-end of high school mobile phone products.

Rick said that the future mobile phone industry high prices are unsustainable, more trend to cost-effective, low-end trend. So Motorola returned to China, mainly to mark Millet and Huawei.

Including Yanhui, a number of mobile industry experts believe that low posture, on the standard millet Huawei, should be the best choice of motor. After all, Motorola has been silent for too long, many new consumers do not know Motorola, and the new consumer is precisely the key to the future development of the brand. Even for the old mobile phone users, the return of the motorcycle and the probability of changing the phone is not high.

Yi, executive vice president of China Mobile Internet Industry Alliance, is very bullish on Motorola's return prospects, but Yi also believes that Motorola must "reduce the dimension", at least to reduce the price to "ZTE, under Huawei".

Take user custom route leads to worry

Rick said the future Moto will give the choice to consumers, in hardware and software to achieve customization. But the industry is worried that its products are single and it is hard to support huge flow costs.

Yanhui that, in addition to market positioning, the decision to return to the future of the motorcycle factor is the sales strategy. According to Lenovo executives, Motorola's future mainly to take the electric business platform, the road of customization.

At CES, Liu June said that the first listed new MotoX phones will have different colors and materials for users to choose from, and its full version of the custom service will be launched within a few months.

Motorola President Rick told the media that the near-death experience allowed Motorola to reconsider its product and manufacturing capabilities, including the ability to produce thousands of different configurations of MotoX models. Future Moto will give the choice to consumers, including the choice of which type of mobile phone.

"We've been reinventing Motorola for the past few years," says Rick. The new goal is to sell better products to the end consumers, so that they have more options, including the decision-making of personalized elements, not only on the hardware to provide different materials on the back of the shell, but also in the software to achieve the customization of the system. ”

But the industry is concerned. One analyst said that the product of the motorcycle is single, it is difficult to support huge flow cost. Before many PC manufacturers have tried to customize the path, but the consumer response is not strong. And now more than 2000 yuan mobile phones, configuration is very similar. The current scale of motor products, is not suitable for customization machine, the cost is too high, if you want to do, should also stay in the appearance level.

As for the sales channels, Yang said, "Lenovo mobile phones are mainly for operator-tailored channels and low-end mobile phones, vibe positioning in the open market, Motorola more use of online sales channels." It uses an online model in the UK and has an empirical base. "And in overseas markets, Lenovo brand and Motorola are respectively to the emerging markets and mature markets."

Industry analysts also believe that after the motorcycle return, should be through the Internet thinking to operate, if the use of carrier channels, the basic motorcycle in the future. "The transformation of the Internet. is the key to the future development of motorcycles. ”

Lenovo's "Last Chance"

Now that China is the world's largest smartphone market, Rick insists Motorola must come to China. But at this time Motorola is not the same, at this time the Chinese market is not the same.

In recent years, China's mobile phone market has been saturated. According to data released this week by the China Institute of Information and Communications, the Chinese mobile phone market has a cumulative total of 452 million shipments in 2014, down 21.9% from 2013. According to IDC, the authoritative agency, China's smartphone shipments will fall to 7.8% per cent on a month-on-month basis in 2015.

At the same time, the domestic mobile phone market intensified competition, Huawei and other local mobile phone strong rise, OPPO, the charm family has been controlled market segments.

Yanhui said that after the past two years of shuffling, the domestic handset manufacturer's current competition has been from the fight sales, transformed into a product personality, and the initial appearance of the pattern. Several companies, including Huawei, OPPO and Vivo, have found their own brand identity.

In addition, several companies such as Huawei's mobile phone business has achieved considerable revenue in 2014 years, all in the tens of billions of yuan above the scale. In contrast, Lenovo mobile phone product features are not prominent, but also in the profit and loss line.

Yanhui fears that the polarization of the domestic market will intensify in 2015 years, the Lenovo and the motorcycle has not found the direction of the time, the Huawei and other distance. "It doesn't make much sense to talk about sales now," said the Chinese market. ”

In the market space shrinking, domestic "hyena and the" Environment, Samsung, Apple and other survival in the domestic crisis.

The share of Samsung's smartphone market in China has been declining since 2014, with 19%, 14.3% and 13.3% in the first quarter of 2014, respectively, according to Strategyanalytics, the US market research agency. Meanwhile, Apple's market share in China was low by 4.7% in 2014.

In this context, Motorola can seize the food, across the rapids, still unknown.

Wang Yu that, the motorcycle is no problem, but in the short term I am afraid even the top ten of the domestic mobile phone list can not enter. And Yi is optimistic about Motorola in China, that as long as the reduction of dimensions, do not compete with Samsung, Apple, motorcycles have the potential to sing.

But Yanhui believes Motorola will be the last chance for Lenovo's mobile phone business in the domestic market in the current competitive environment.

Motorola Milestones in China

1987

Set up the first office in Beijing.

1992

Invest 120 million USD in Tianjin to set up Motorola (China) Electronics Co., Ltd.

1987 to 2004

Dominate the Chinese mobile phone market.

2002 Begins

Constantly challenged by Nokia.

June 2004

Motorola (China) Technology Co., Ltd. was established to integrate Motorola (China) research and development efforts in Beijing. Since then, the establishment of 18 research and development centers and laboratories in China.

January 2007 begins

Market share in China has fallen from 20.3%.

2009

Apple led the 3G trend, Motorola accelerated decline, its dealers repeatedly burst the company channel chaos.

2011

Moto officially spun off as Motorola Mobility and Motorola Solutions; 7 months later, Google bought Motorola Mobility at $12.5 billion.

2012

Motorola Nanjing Research Center closed, leaving only Beijing research and Development Center in China, the staff of the group protested.

2013

Motorola quits China market.

January 2014

Lenovo buys Motorola's smartphone business from Google with 2.9 billion dollars.