How does HTC China save itself? Wang want to do this!

Sohu it and Wang group photo Sohu It reporter is never a Chinese mobile phone company, like HTC ups and downs. It was the first smartphone brand in the U.S. and China, and the most valued partner of Microsoft and Google, and was the pinnacle of China's "Taiwan first stock" in 2011. But over the next two years, share prices evaporated 88%, executives frequently left, and China's market share dropped 10. How do HTC executives plan to deal with the crisis? What changes will be made in the Chinese market? With these questions, the author and HTC chairman Wang for an hour of a separate dialogue. The following is an interview information dry goods: 1, adhere to the existing product layout HTC in the Chinese mobile phone market has been criticized as "underachievement", high-end products lack of competitiveness with Apple and Samsung, the entry-level market under the thousand Yuan is "vacancy." Wang to this response said: HTC in high-end product layout is not a problem, but the domestic brand marketing and channel sales did not keep up, leading to HTC product selling point is not fully communicated to domestic users. HTC is still "stuck" in the smartphone market under the lower-end thousand, because "HTC has no DNA for low-end products". In high-end products, HTC exists HTC One and butterfly two major products. Wang said that the Chinese market is huge, the user demand is diverse, HTC a high-end model is not enough to meet the demand, adhere to the dual flagship product strategy is practical. The butterfly series has been separated from one series. Many female consumers prefer butterfly products compared to one series of metal designs. It also means that HTC is not going to make too big a adjustment in the Chinese market from the product level anytime soon. 2, strengthen brand marketing compared with Samsung, Apple, HTC in recent years to brand marketing investment, especially in the mainland market lack of effective marketing tools. Wang said: Fully agree with this criticism. HTC's high-end products have been improving, but marketing has been "very poor". Compared with Samsung, HTC does not convey the characteristics and differences of products accurately to consumers, do not do is the truth. HTC is trying to change, for example, a 12 million dollar deal with "Iron Man" little Downey (Robert Downey Jr) signed a global marketing agreement. But for Chinese users, the selling point is not new, such as TCL, which last year sponsored "Iron Man" and promoted its home appliances and mobile products in the Chinese market. Wang that: HTC signed a small Downey rather than "Iron Man", because the experience of the small Downey itself the ups and downs, it is in line with HTC to shape the global "Chang" image. Of course, China and the international market in contrast to the distinctive characteristics of marketing, such as Millet's internet marketing and OPPO TV variety show marketing, then HTC will try to use more "grounding gas" marketing methods. 3, strengthen operator cooperation Wang said, will strengthen with the domestic three big transportBusiness in the high-end and midrange custom-made products, especially 4 G will become HTC in the domestic market an important opportunity. As early as 2011, HTC launched the world's first LTE 4G mobile phone, currently in the world's major LTE market has HTC mobile phone sales. HTC will launch its first LTE mobile phone in China in mid-October and will have several listings in the year, Wang said. She also stressed: unlike Samsung and other manufacturers to use the old version of the mobile phone upgrade, HTC release is entirely based on China Mobile needs of the new products, and covers the high-end and midrange and other price segments, including the future HTC's latest flagship mobile phones. 4, accelerate the integration of industrial chain HTC was once the "darling" of the world's leading manufacturers of accessories and systems, such as Qualcomm's latest processor, Microsoft and Google's newest OS, all of which were first used in HTC handsets. But from 2011 onwards, LG, Samsung, Sony and even Millet began to use it as their own product promotion methods. Wang said that from a professional point of view, the smartphone development to the present stage, the simple hardware index to become more manufacturers hype "gimmick" for ordinary users to use no meaning, but increased spending. HTC has more to do with OS, software and hardware to play the whole function of the phone. But from the current situation, domestic users are obviously more accustomed to "hardware index." HTC will then strengthen its integration with the industry chain, such as using Qualcomm's latest processors and other accessories, and speed up time-to-market in the domestic market to better suit the needs of domestic users. 5. Increasing China's decision-making power HTC China has not had much decision-making power in terms of products and marketing, and needs more involvement from Headquarters, slowing the response to the mainland market. In August of this year, HTC Asia President Dong Junliang, the HTC CEO of China, was the president of the China region. Wang said: "Mr Dong (Dong Junliang) is one of HTC's very good leaders, who knows the Chinese market and has been a senior executive in Dopod before." During its tenure as Asia president, the Japanese market was growing rapidly, and Taiwan's market share remained the first in the worst phase of the year. Therefore, I believe Mr Tung's ability to reshape the Chinese market. In key regional markets such as Guangdong and Zhejiang, the HTC Marketing team has begun to make changes. 6, to strengthen China's market execution in the last one hours with the author, Wang is very clear about the various problems that HTC is currently appearing, but the Chinese market has not improved significantly. Wang said, from the enterprise point of view, you say a lot of questions we all understand, but in the process of implementation of the problem, we have some things in the past do not really good, so we have to learn. For HTC in the mainland market, the shift needs to be faster, which is the most pressing issue for HTC at the moment.