Motorola returns to China, four things to win

Yesterday afternoon, Motorola with three of smartphones and a headset debut, formally announced the return to China. A former mobile phone overlord, after a three-year absence from the Chinese market, was finally brought back to China by Lenovo. But the return is only the beginning, under the enemy ring feeding, moto to really win the Chinese market, there are a lot of things to do.

Essentials


1 won a good sales, after the return of the first gun, Moto has begun to consciously cultivate their own fan groups.


2 can see that after the return of the Moto has begun to play "Internet" card, but these are still relatively early state.


3 In addition to the release of these products, the Moto 360 smart watch has been quite a concern, but when the time to enter China there is no clear timetable.


4 through process management, centralized procurement, large-scale manufacturing to reduce costs this is the advantage of Lenovo. Develop your own group of fans.


before Lenovo acquired Moto, Google Moto for two years of "rejuvenation" of the transformation, including the replacement of CEO, streamline product lines, the introduction of new product line and design new logo. But the transformation has only limited the US market and has not been launched globally.


"Younger" transformation carried out at the same time, Moto also greatly contracted the market coverage, the same period withdrew from the Chinese market. This also makes Moto's young brand concept in China has not completely landed, mentioned Motorola, many Chinese consumers are still the black, business, steady old Motorola image.


this conference on Moto X Colorful shell of the introduction, you can see Lenovo will continue to promote Moto brand image in China's younger. One side is the old established brand image, while the younger fashion products, Lenovo How to make the two faster transition, so that consumers can accept moto faster than this change, the leader of the fan group becomes very important.


for Moto fans, Lenovo Group vice president, MBG Mobile phone business general manager Zhang Hui said about three categories, the first category is the previous generation of fans of the old customer base, basically more than 30 to 40 years old. The second category is emerging humans, probably between the ages of 25 and 35, mainly mobile gamers, who like more of the experience of feeling apps and native Android. The third type of fans are groupies, brand, design has a unique hobby.


Obviously Moto is also aware of the importance of fans, especially young, vibrant fans, who have done a lot of promotional activities to get to know Chinese fans before the handover, and to interact and communicate with fan clubs face-to-face and Moto. The color and material of the Moto X-Shell after the launch was also chosen by a fan vote. Win a good sales, after the return of the first gun, Moto has begun to consciously cultivate their own fan group.


play the "Internet" card


today's smart machine market and three years ago compared to the biggest difference is the penetration of the Internet, whether sales, marketing or fan groups to build, and the Internet inseparable. The glory of Millet and Huawei is a success story.


Lenovo, as a traditional it enterprise, actively seeks the transition to the Internet. Its new Internet subsidiary, The Magic Factory, will also run in April this year, with its own-brand handsets known to be launched in October. In addition to the new Internet companies, Lenovo in other businesses are also trying to "internet", such as K3 friend Circle Marketing, Lenovo Service test water O2O and so on.


Motorola as Lenovo's wholly-owned subsidiary, at the beginning of the reunification on the Internet to build momentum, and Durex and other multi-brand microblogging interaction, greatly improve the Moto return of concern. Motorola Global president, chief operating officer Rick Osterloh has said that the electric business channel will be moto back to China after the important sales channels, the new product also selected in the days of the cat, Beijing East, Suning easy to buy and other six major electric platform on the first sale.


especially in the case of operator channel decline, the use of good Internet card, play the power of the channel advantage becomes extremely important. According to Lenovo Executive vice President Liu June revealed that the operator channel over the past few years has accounted for the overall market share of about 60%, and last year the data fell by nearly 30%.


can see that after the return of the Moto has begun to play "Internet" card, but these are still relatively early state. The future wants to create a world in the Chinese market again, Moto need more exploration in the Internet.


Excellent products to continue


There is no doubt that Moto X, Moto g, and Moto X Pro are excellent products, and Lenovo is introducing them from the United States, and replacing some of its hardware and software with the maximum of its native Android experience.


Talking about the localization work, Liu June said Moto in the overseas preset Google services in China can not be used, including search, navigation, search maps, including the voice engine, so did a partial replacement, such as the voice of the engine into the hkust flying, in order to achieve the original operation function, to do some necessary replacement.


In addition to the release of these products, the Moto 360 smart watch has been quite a concern, but when the time to enter China there is no clear timetable. However, whether it is Moto X three mobile phones, or Moto 360, the basic is moto in the era of Google research and development products. Lenovo acquired Moto, its research and development capabilities have not declined, must rely on the excellent degree of follow-up products to speak.


learned that the acquisition of Moto Lenovo received more than 2000 patents, and the two research team more than 4,000 people. "We agreed with Google to buy Moto but didn't sell this part of the patent to Lenovo, which has been used for free." Liu June said in the patent, Lenovo has the ability to ensure that Moto continue to develop a good product.


at this year's CES show, Lenovo has invited some fans and media to Chicago to visit the Moto Research and Development center, revealed the Lenovo for the Moto Research and development strength of self-confidence, it is reported that in the Research and development center in some areas are covered with white cloth, it is inferred that the new products are being developed, Hope that Moto will continue to bring excellent products.


Customization and scale coordination


Conference site, Liu June has said that Moto product differentiation and other domestic brand products are characterized by: full Netcom, the original Android experience and personalized customization. In particular, personalized customization, that is, Moto Maker, but also moto products Trump.


"Moto Maker is very leading in the industry and should not have a company to do this, including millet. We will bring the Moto maker concept to Lenovo's full range of products, and will bring to customers around the world. Liu June is in the media communication in the personalized customization is also highly respected.


However, personalized customization also means that there is no common style, and Lenovo is a large manufacturing capacity of enterprises, through process management, centralized procurement, large-scale manufacturing to reduce costs this is the advantage of Lenovo. and personalized customization There is no doubt that there is a certain degree of scale contradictions.


For this, Liu June admits that there really needs to be a balance between the two, now mainly through mass customization to achieve. That is to provide a limited variety for consumers to customize the choice, so that a single species can achieve large-scale production. "This will enable large-scale standardization of production to reduce costs, but also rapid implementation of personalized combination." ”


Liu June also mentions the modular design, the front shell and the back shell have modular design, although to the user's combination has thousands of kinds, but in the part of the spare parts is a limited variety, this can also be a good balance between the scale and customization of the relationship between the two.


Conclusion


Motorola Executive Rick Osterloh said that although Moto has a glorious history, but this time as a challenger to return, it means that Moto will continue to change and improve themselves, more youthful, more dynamic, to a "new company" Mentality to impact the current mobile phone market pattern.