Exclusive project: New layout of Yulong cool

From only the high-end market segments to become the public brand, and successfully enter the international market Wen/Liping It is clear that the cool pie to do "domestic mobile phone first brand", the Yulong chairman of the company's emboldened more than ever before-the August 9 release of the first half of the 2010 earnings report, Yulong cool to achieve revenue year-on-year increase of 193.8%, net profit of 237 million yuan, an increase of 740.4%.　　This in the domestic mobile phone camp, is definitely a pretty good score. Guo Deying over the years in the technical pursuit of a generous return to the -3g market, Cool faction has launched more than 20 mobile phones, market share of the rapid rise in the overall 3G market entered the top three, in the cool tradition of strong product areas, CDMA 3G market share reached 31.7%,　　After Samsung (Samsung accounted for 32.1%), it became a veritable 3G darling.　　What makes Guo Deying and his team happy is that through product line extension and channel change, cool faction from cooperation with operators, only high-end intelligent business machine, successfully become a high, medium and low-grade models complete, more concerned about the fashion elements, will channel expansion into the county or even rural market, the number of dealers nearly 600 of popular mobile phone products? cards. "The cool faction has also successfully opened up overseas markets, and in India and elsewhere, the layout of cool is quite orderly." We still play our own brand, followed the mode of cooperation with operators.　　"Yu Long cool Deputy Executive vice President Li said. The whole product line layout Cool organization is a typical dumbbell-shaped, research and development and sales service staff accounted for more than 70% of the total number of employees, of whom more than 35% are research and development personnel. "There are more than 1000 developers, and the future will be extended to 3000~5000 people," he said.　　"Li said. Over the years, the cool faction insisted that the annual sales of about 10% of the investment research and development. Public data show: 2009, Yulong in the field of mobile phone patent Application number cumulative breakthrough 1000, at the same time, in the international application of more than 50 patented technology, dual to mobile phone technology, Bluetooth machine, future user value-added services and other areas of the patent layout has been in the industry's absolute leading position. In 2010, the research and development cost of cool school increased by about 30% over the previous year.　　"Guo Deying said.　　In the long wait for 3G, cool faction and other big gamble 3G enterprises, like sigh, anxiety, there has been the high cost of research and development of worry, but more is the industry's obsession and product technology, which makes cool in the 3G gate opened after catching the opportunity. Cool faction is a few domestic brands in TD, CDMA2000 and WCDMA Three industries full force and layout of mobile phone companies. "Technical threshold will be a lot of domestic brands outside the 3G door, 3G industry in the expansion of the market also accelerated the shuffle, accelerate the industrial pattern of differentiation." "Li said. And advocates "technology innovation drive the market" the cool faction of the strategy, then actually tasted the sweetness that the innovation brings, take the technological innovation as the fulcrum to pry up the potential energy of the enterprise development. WCDMAThe field is the coolest layout of the industry, once became the cool faction 3G industry "short board", but the cool send W700 mobile phone listing, so that the situation has been improved. "W700 from product planning, to project development, testing, production, listing after 1.5 of the time, through the nearly rigorous dozens of research and development tests." "Li said. At present, the cool faction is increasing to OPhone, Android handset research and development strength. "The 2010 patent is expected to break through 2000 pieces.　　"Li said. Cool faction of the ultra-high speed development began in June 2009, at this time, cool faction has been freed from the pressure of the operator restructuring, sales per month to increase billion. Guo Deying knows, cool faction and "Homebred first brand" the throne still has the distance. The big reason is that the cool pie has spent years concentrating on high-end smart business machines-a market that is far from a mass-market brand that has brought high profits to the cool pie. "Thousand-dollar price smartphone will have a bigger market, and cool pie before the product at a rate of four thousand or five thousand yuan, the target user is relatively narrow." "Li said," The cool faction began the middle and low-end market rush line army. "Brand potential energy is difficult to extend, the extension is easy, not to mention, Cool faction has strong technical strength for backing." Soon, the cool faction product line covers from 700 yuan ~7000 yuan Low, medium, high model, from the market segment gradually to the mass market. "Cool faction for the 3G launch of a variety of standard dual standby, but also the introduction of a variety of formats of single standby." "Li said.　　Cool pie sales of the best low-end models sold more than 1 million units, to obtain the company's unexpected good results. Channel deep into the years, Yulong Cool faction have adopted the way of the operator customization of the steady development. But in order to drive the rapid development of the industrial chain, the three operators have actively encouraged the channel to participate in the sales process, which means that mobile phone manufacturers must establish a close cooperative relationship with the channel.　　In addition, the cool faction must occupy the low-end market massively, the socialization channel's development also is imperative. "It's a tricky problem. "Guo Deying said. Cool pie Although had done the channel operation of the test water, but the channel operation experience is quite limited.　　Guo Deying organization launched the "channel deep Plan", so that the channel from the operator-oriented structure to the operator channels and social channels of dual-track model change, and penetrate into the three or four-tier cities and even rural markets. Cool faction successively with the country's leading national generation Shangtian, the postal, the Eschde and so on has reached the strategic cooperation relations, at the same time with nearly 1000 regional distributors in the Country Alliance, according to the different product localization chooses different channel pattern, maximizes realizes the sales coverage. "This compound channel model can meet the demand of the cool product line, the cool faction in the social channel sales have risen from 20% to 50%, some models of mid-range mobile phone sales have exceeded 1 million units." Li said, "Cool in the year to increase the number of dealers to 1500, further improve the social channel sales ratio." "But the cool-pie channel strategy is not just that. May 1 This year, the cool of the country's first 3G stores in Shenzhen Huaqiang North Grand Opening, whichis following the "Cool pie iphone Shop" mode, innovative new channel model launched-to create the industry's first 3G concept of the store. "Cool Pie this year in the construction of its own channels will be invested billion." "Li said. Each new product listed in the first 3 months, cool pie will be held throughout the country customer experience, please customer feedback, each product opened 6 times, the purpose is to focus on consumer demand, and lead the demand. "Cool faction at present to build a channel model is forward-looking, practice has proved to be competitive, risk-resistant ability and controllability are very strong."　　"Li said.　　International Pathfinder Li has just finished his trip to the UK, where he is mainly examining the European market and paving the road for cool pie in Europe and the US. Cool overseas Test water began in 2008, through international exhibitions, the establishment of overseas offices, the establishment of joint ventures and other international communications giants compete with Taiwan. "In foreign countries, the cool pie full use own brand, the main hit high-end." "This is a rather difficult overseas market strategy," Li said. "In the 2009, the cool faction in India, Vietnam, Africa and other markets, the growth rate of more than 100%, so that its invincible is still in the Chinese market popular double standby."　　The Indian market is now the most cool overseas market, cool in India with the largest CDMA operator Reliance set up a joint venture, relying on Reliance Channel, a short period of time to seize the Indian market commanding Heights, the Indian dual standby market share of the first brand. In Taiwan, the cool faction and Asia-Pacific Telecom to reach strategic cooperation, dual-network dual to mobile phones in high-end business market, the current flagship product is China Telecom president Wang called "epoch-making revolutionary 3G Products" cool pie N900. Strategic cooperation with Asia Pacific Telecom has made Guo Deying confident of capturing the Taiwan market.　　His goal is, in 5 years to rob the Taiwan CDMA 2000 market more than 30% of the market share, become the Taiwan CDMA first brand. "The fundamental problem of internationalization is branding." Li said, "Cool faction will be in the technology innovation in the gene transplant to marketing, brand building and other aspects, to build world-class mobile phone companies."　　"Enclosure: Innovation dilemma in the process of upgrading and transformation in addition to facing the bottleneck of capital, talent and technology" kind ", the Chinese enterprises with transformation and escalation have encountered some new difficulties of the times. Confused about the direction of innovation. From labor-intensive enterprises to technology-intensive transformation, or from a link in the industrial chain upstream and downstream integration through, enterprises will enter a new field, pressure is not only product and technical innovation, but also from the strategic, management, marketing aspects.　　Whether the management can have an accurate and advanced judgment on the development of the enterprise directly affects the success or failure of the innovation, but also the development and even survival of the enterprise. Grasp the maturity of the industrial chain. At present, the division of labor between enterprises in all sectors of the industry chain than any one era is close, interdependent, if an enterprise innovation beyond the entire industrial chain of maturity, the final product will be the mass production of a huge threat, leading to products can not be market-oriented, or prices can not be for the cityField accepted. The weight of the performance of strategic investors or shareholders. The power of capital markets has been exploited and abused by too many enterprises, and most shareholders are more concerned about the short-term performance of enterprises, which brings heavy pressure on the great innovation investment and long-term strategic layout of the transition period. The worst outcome, of course, is that management succumbed to the report and stopped innovating.