A real ZTE in the eyes of a third party strategy advisor

Recently in the Tiger sniff a few articles on ZTE, the general view is that ZTE is not enough gas, need to be a tonic. At last, I've been working on ZTE's brand strategy, and now I'm going to talk to you about the real ZTE in the eyes of a third party strategy advisor. Is there a problem with ZTE's strategy? This is actually a very ambiguous question, the great power big T and internationalization strategy in the past development of ZTE really played a crucial role. Strategically speaking, internationalization is a move that has to be played. It may be said that the stall is too wide and the steps are too big to pull some important organs. However, please consider carefully, if you do not go out, ZTE depends on what development? By doing the deep Chinese market? It is always easy to speak, and you will understand what is difficult. We do not consider ZTE Brand in China's position in this particular market, a single look at Taobao on the mobile phone brand classification You will know how cruel the market competition. Whether it is traditional brands such as Samsung, Nokia, Motorola, or the new Huawei, Lenovo, Gionee, the Charm clan, millet. In the Chinese market, competitive brands can be said to completely cover any level of product line. Whether it is 6000 iPhone5, or 600 of the inexplicable cottage machine, in any one grade, there are countless competitors eyeing. As a starting from the low-end brand, ZTE can be regarded as the hardships, research and development, and finally come up with a decent end product V880. With this product, ZTE has a certain reputation in overseas markets and has gained considerable sales in Europe. As a terminal strategy, seize the opportunity to strengthen their own brand is understandable. But ZTE, after all, is a serious localization company, in the overseas market expansion, from top to bottom are novice. The implementation of the strategy has gone a lot of detours, leading to the current serious losses. In the eyes of outsiders, the conclusion of the "strategic correctness, ineffective implementation" of ZTE's high-level meeting may be absurd. But in my opinion, this conclusion is basically the true embodiment of ZTE's current market execution capability. Whenever we talk about strategy, we always say that strategy is a general direction. But perhaps few people really think about what the word "strategy" means. Strategy, is the direction. Nothing wrong. But strategy is a collection of tactics. On the executive level, there is no real strategy for cluster tactics, so the so-called strategy is just a slogan. ZTE is now at this point, the real reason is that the tactical failure to achieve strategic objectives. In other words, in the case of strategic correctness, ZTE is not clear on how to implement the strategy, the strategy can not be landed. From this point of view, ZTE's middle management and executive staff can not be blamed. Of course, this will lead to such problems, as the strategic development of the ZTE Senior, also should bear the corresponding responsibility. ZTE, like many SOEs, faces a problem of poor enforcement. The lack of innovation and the inability to co-ordinate relationships among the top echelons of the hierarchy could occur in any large domestic company. andAs one of the only two companies in China's communications industry, ZTE is not only the device market, but also the accumulation of national technical reserves and the flourish of national brands. This is the external communications market, the spectators can not understand. Bluntly, ZTE can not accept any possible damage to the brand image of the situation, said that a few more down, ZTE tens of thousands of employees of the rice bowl can not be smashed. At the same time, we also need to see that as a company with a state-owned background, ZTE will never fall down easily. Even if ZTE's brand cannot compete with a first-line brand like Samsung Apple, ZTE is not bones, even if it suffers some difficulties. Through this loss, ZTE learned a lot of experience and lessons. These tuition fees are not wronged, this is every one of the Chinese brands to the international market a path. What do ZTE's people say about their losses? The loss is there, but it is not so direct, a lot of the account has not been collected back. The ZTE people are very calm. Face the loss can be calm, this is a large enterprise is a manifestation of strength. Through contact with ZTE, I am delighted to find that ZTE has not been so overwhelmed or overwhelmed. ZTE has not been as impetuous and chaotic as the outside world, but has continued to deploy domestic and international strategies in a step-by-step manner, adhering to the established strategy of walking. This confidence is not understandable to outsiders. This is a strong belief that traditional technology companies embody. Technically, ZTE is the most technologically-rich company in China's communications industry, with several consecutive years of patent applications reaching the world's largest. ZTE's latest U985 can be regarded as one of the most advanced products in the market. Even in the Chinese market, ZTE is already the top five handset-makers in the world, but not enough to compete with a front-line brand. ZTE's mobile phone can be described as a typical representative of China-made products. It is precisely because of such technical support, ZTE people can laugh at the wind and rain, do things not surprised. So, please reader more to ZTE some time, more to the national brand some tolerance. A ZTE ZTE is bound to rise quickly from frustration and add more light to our mobile phone market.