Define brand value from a new start the motorcycle needs to be cautious

Users who are concerned about smartphone industry dynamics will no doubt find Motorola's recent moves to return to the mainland market with high profile. Since being acquired by Google, Motorola has not released new machines in the domestic market, and its reputation abroad has become increasingly apparent. Although there are new machines in the overseas market, but the impact of the decline, seems to be Google as a simple patent reserve.

And since the end of January this year, Lenovo's acquisition of high prices from Google, Motorola or will glow a second spring. Now it is natural to return to the domestic market. But to return to the domestic market, not simply shouting slogans can be done. There are many issues that Motorola faces and needs to solve. Even after years of violating the domestic market, it is hard to say whether Motorola can quickly fit in and adapt to new changes.

Define brand value motorcycles need to be cautious

The first issue for Motorola's return to the domestic market is how to redefine its brand value again. In the Mobile world alone, Motorola was the top mobile phone brand in the country with Nokia Potence, and even now has some hardcore fans in the country. The appearance, quality and function of Motorola products have been recognized by some users, and it seems that the brand is still the first line in the public perception.

But remember, Motorola has been "devastated" in recent years. Has been "sold to sell" and the embarrassing encounter of the excelled, has long been the world's despot faded. In particular, Lenovo's takeover, become Lenovo's wholly owned subsidiary, now back to the headquarters of the boss, "spine" can be straight? Or how should Lenovo plan to completely crush Motorola's brand value and not clash with its original smartphone brand?

Defining brand value is the basis and starting point for Motorola to launch all actions in the domestic market. For now, Lenovo may be trying to build Motorola into a high-end brand like the one acquired by IBM. Only today's Motorola can take on this task, it remains to be discussed, after all, notebook and smartphone market is too many different, smart phone market too many brands, the competition is too cruel.

Product strategy: Are you sure you want to play?

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

This means Motorola will be similar to Apple, millet and other handset manufacturers, focus on a small number of products. At first glance, 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 step-by-step approach, focus on a few models. At present, Motorola two new machine XT1079 and XT1085 has appeared in 3C Quality Certification center, and has been certified. These two models are most likely Moto X and Nexus 6, the main high-end market.

As soon as the return is so strong, does Motorola think that it is a shoo-in? Do not forget that the current domestic smartphone market, has long been Motorola is not a "princess" will be able to sweep the time. At present, users focus on more than 2000 of the following models, Motorola if only focus on high-end market, the risk is too large.

In addition, it is undeniable that the machine sea tactics as an example can not be underestimated, Samsung, Huawei, cool faction and so on are famous for many models. The machine-sea tactic can make the mobile phone manufacturer's smart phone structure layout more reasonable, as far as possible the mass consumer group netting in each market segment. How to choose, Motorola must have a verdict. But the bow does not turn back arrow, once the strategy is biased, will definitely hit Motorola's domestic market momentum.

Targeting competitors Motorola sales channels are changing dramatically

In addition to its own attributes of brand value and product strategy, Motorola also needs to focus on competitors and not fight unprepared. Rick Osterloh said modestly, "the Chinese market is not short of competitors, Motorola Mobile and millet similarities, may be more than with the similarities between Apple, the electric business will be the Motorola mobile phone is an important way to sell." Every manufacturer is our competitor, but Millet and Huawei are our strongest rivals in China. ”

But no one can see how much similarity there is between Motorola and millet. There are too many differences in product strategy, operation mode and sales channel. But since Motorola executives compare themselves to millet, it proves that Motorola's domestic market will change a lot compared to the past. Especially in the sales channels, Motorola in the past rely heavily on physical store sales, the return will be the main channel of electricity.

This also proves from the side that Motorola has already studied the competitor thoroughly. According to the current development trend, Samsung, Apple will not be the protagonist of the domestic smartphone market, millet, Huawei and other domestic mobile phone manufacturers are Motorola subsequently launched a head-on confrontation of rivals. Motorola in the domestic market, or will continue to deeply study the strengths of domestic brand manufacturers, into their own, and strive to "grounding gas" mode to face the public consumers.

In the end: Motorola left the domestic market, the domestic smartphone market development is not mature, the structure is not perfect, the competition is not fierce. But now, the whole market situation has already been tragic such as bloody battlefield, the fierce situation in the world is the only share. Presumably Motorola will be like "hurried that year" in the total regrets that-everything has changed, if you can go back to the past, will be happy to freeze how good. But unfortunately, Motorola is no longer in the past. Today, Motorola can only be a hand to reshape the brilliance of everything to zero, the new start their own pace. With a little carelessness, Motorola's weak roots in the country could be subverted and turned into another end. (Science and technology new discovery Constantine/Wen) micro-letter public number: KEJXFX