Motorcycle Back to China is a new beginning or another end

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Attention to the smartphone industry dynamic users, will undoubtedly find Motorola's recent action-high-profile return to the mainland market. Since being acquired by Google, Motorola has not released its new aircraft in the domestic market, and its reputation abroad has become increasingly apparent. While there are new releases in overseas markets, the impact is fading and seems to be a mere patent reserve for Google.

And since the end of January this year, Lenovo's high-priced takeover from Google, Motorola or will glow in the second spring. It is natural to return to the domestic market today. But the return to the domestic market, not simply shouting slogans can be done. There are many problems that Motorola has to face and need to solve. Even after years of GUI violating the domestic market, it is hard to say whether Motorola can quickly fit in and adapt to new changes.

Define brand value Moto need to be cautious

The first problem with Motorola's return to the domestic market is how to redefine its brand value again. In the mobile sector alone, Motorola was at home with Nokia Hegemony's top mobile brand, and even now there are some hardcore fans. The shape, quality and functionality of Motorola's products have been recognized by some users, and it still seems to be a first-line brand in the public perception.

But don't forget that Motorola has been "devastated" in recent years. Has been "sold to sell" and Jirenlixia embarrassing experience, has been booming into the global domineering. In particular, Lenovo acquired, become a wholly owned subsidiary of Lenovo, and now return to the headquarters of the immediate boss, "spine" can be straight? Or, how can Lenovo plan to completely crush Motorola's brand value and not clash with its original smartphone brand?

The definition of brand value is the basis and starting point for Motorola to carry out all actions in the domestic market. For now, Lenovo may be trying to build Motorola as a high-end brand like ThinkPad, a takeover of IBM. But today's Motorola can undertake this task, is still open to question, after all, notebook and smartphone market there are too many different, smart phone market brand too much, the competition is too cruel.

Product strategy: Decide to play few but good?

If the definition of brand value will set the tone for Motorola, the strategy of product implementation will determine the success or failure of the domestic market. "The effectiveness of Motorola's mobile new product strategy has been evident in many parts of the world," said Rick Osterloh, Motorola's global president and chief operating officer, in a recent interview. Strategic change is the introduction of a small number of quality products, in China's strategy and the global strategy is consistent, will provide the right products for the Chinese market, the mode of operation is the introduction of few but good mobile phone products. ”

This means Motorola will be like Apple, Xiaomi and other handset makers, focusing on a small number of products. Looking at it, Motorola's choice seems to be right. After all, Motorola has just come back, according to instability, strength is not strong, can only take a gradual approach, focus on a few models. At present, Motorola two new machine XT1079 and XT1085 have appeared 3C quality Certification Center, and obtained certification. The two models are likely to be Moto X and Nexus 6, the high-end market.

When the return is so strong, does Motorola think it's a shoo-in? Don't forget now the domestic smartphone market, is not a Motorola that year "Diana" can sweep the time. At present, users focus on more than 2000 yuan models, Motorola if only focus on the high-end market, the risk is too large.

In addition, there is no denying that the aircraft of the sea tactics as an example can not be underestimated, Samsung, Huawei, cool and so many famous models. Machine-Sea tactics can make the mobile phone manufacturer's smartphone structure layout more reasonable, as far as possible to the mass consumer groups in various market segments. Motorola must have decided what to choose. But the bow does not turn back arrow, once the strategy is biased, will definitely hit Motorola in the domestic market momentum.

Aiming to rival Motorola's sales channel is now changing dramatically

In addition to its own attributes, such as brand value and product strategy, Motorola also needs to focus on its competitors and not fight the war without preparation. Rick Osterloh is very modest, "there is no shortage of competitors in the Chinese market, the similarities between Motorola Mobility and Xiaomi may be more similar to Apple, and e-commerce will be an important way to sell Motorola handsets." Every vendor is our competitor, but Xiaomi and Huawei are our strongest rivals in China. ”

But no one can see how much similarity between Motorola and Xiaomi. There are too many differences in product strategy, operating mode and sales channel. But now that Motorola executives are comparing themselves to Xiaomi, it proves that Motorola will have a lot of changes in the domestic market than it did in the past. Especially in the sales channel, in the past, Motorola relied heavily on physical store sales, the return will be dominated by e-commerce channels.

It also proves from the side that Motorola has thoroughly researched its competitors. According to the current development trend, Samsung, Apple will not be the leading role of the domestic smartphone market, such as Xiaomi, Huawei and other domestic handset manufacturers is Motorola then launched a front-facing rival. Motorola in the domestic market, or will continue to study the strengths of domestic brand manufacturers, into their own, and strive to "grounding gas" mode to face the mass consumer.

written in the end: when Motorola left the domestic market, the domestic smart phone market is not mature, the structure is not perfect, the competition is not fierce. But today, the whole market is already a bloody battlefield, and the intensity of the situation is unique across the globe. Presumably Motorola will also be like "rush that year" in the general feeling of the same-everything has changed, if you can go back to the past, will be happy fixed how good. But it is a pity that Motorola can no longer return to the past. Today, Motorola can only reinvent its hand and restore everything to zero and start its own pace. Slightly careless, Motorola's weak roots in the country may be overturned and turned into another end. (New discoveries of science and Technology, Constantine/Wen)

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Motorcycle Back to China is a new beginning or another end