How does Lenovo plan to moto mobile phones in the Chinese market?

Two years later, Motorola's mobile phone, which has become Lenovo's brand, has returned to China.

January 26, Lenovo launched the new Moto x, Moto x Pro, new Moto G three handsets and the world's smallest Bluetooth headset Moto hint to the Chinese market at the Beijing National Convention Center.

A year after announcing the takeover in January 2014, critics say Moto has missed the best time to return to the Chinese market. But for Lenovo, which involves government approvals from both China and the United States, and mobile hardware must conform to China's unique 3g/4g format (mainly China Mobile TD-SCDMA and LTE), the announcement is already the fastest time it can win.

So how does Lenovo plan to moto mobile phones in the Chinese market? What are the chances of moto in the Chinese market? What market risks will be encountered in China? "one observation," the recent visit to Lenovo Group chairman and CEO Yang, Lenovo Group executive vice president and mobile business group president, Motorola Mobile Management Committee chairman Liu June, Lenovo Group vice President, MBG China Mobile phone business general manager Zhang Hui, as well as Lenovo insiders and mobile industry chain, the following is the main information points:

Lenovo plans to do this Moto

Crowd positioning

Moto defined the target group as a young fashion crowd under the age of 35 with a certain ability to buy. Moto in the Chinese mobile phone market The most brilliant time before 10, the original user base is too old, and most of them have been converted to Apple or Samsung users. Therefore, the emphasis on the concept of youth and fashion, the return to the Chinese market moto is a more accurate positioning.

Brand

For Chinese users, Moto is a brand with historical precipitation. Moto launched in 1984, the world's first mobile phone dyna TAC (cell phone) has affected an entire generation of Chinese mobile phones, in the feature of the era of a variety of products and smartphone era of the RAZR series has also been well received by users. Interestingly, Lenovo executives such as Liu, Yang, June and Zhang Hui are moto. This time around, Motorola Mobile Ceorick Osterloh defined it as "a challenger to the Chinese handset market", while Yang and Liu June hope to Moto "Nirvana".

Pricing

New Moto G China market pricing 1299 yuan, the new Moto X priced 3299 yuan (green pine Blue version 2999 yuan).

Channels

Moto 2015 The Chinese market will mainly be based on the main electric channels, while taking into account the offline open channels, including some Moto experience shop. The future will also work with operators to enter the contract machine market. That is to say, Moto in China is an electric business platform priority full channel brand.

China strategy

Zhang Hui summed it up as: "full-format coverage, the original eco-Android experience, the main personalized customization." Moto products for the Chinese market will support the 2G/3G/4G standard of China's three major operators, which is the main work of Lenovo and Moto team within 88 days after the Moto acquisition has completed major market government approvals. Software, Moto Chinese products still retain the Android 5.0 original experience, but because of regulatory issues, removed the Google service, and increased the Lenovo music store, eggplant fast transmission, hkust voice, such as the localization of the application. In addition, the more distinctive Moto maker will enter the Chinese market in the first half of this year, supporting users to choose shell materials, colors, memory, laser lettering, boot language, background pictures and other customized services.

Moto's opportunity for Lenovo's Chinese market

Brand

Since the start of the first generation of music phone in 2009, Lenovo has made huge investments in mobile phone brands, but market feedback and brand premiums are not obvious. including K series and Vibe series, Lenovo has not actually been in the price segment of more than 2000 yuan to achieve market success. Therefore, the main high-end moto return for Lenovo mobile phone may be the best and last brand sprint opportunities.

And from the Moto pricing, can also see some of Lenovo's thinking: domestic mobile phone brands in 2014 at 600-800 Yuan Price and 1800-2000 yuan Price has been killed into the real Red Sea market, and Lenovo mobile phone brand itself also occupies a certain market share. So there is absolutely no need for Moto to come back to the muddy waters. And from Huawei Mate 7, Vivo X3 and other high-end mobile phone market, domestic users have accepted more than 3000 yuan domestic brand premium space. So will Moto X priced in the 3000+ price segment, the future Moto X Pro Pricing in the 4000 yuan price segment conforms to Lenovo's dual brand layout.

Product design Capability

Fair comment, Lenovo mobile phone nearly two years of product design capacity to improve, but domestic mobile phone manufacturers in the same period the overall ability to improve, Huawei, Vivo, oppo and other enterprises compared to improve or even faster. This also formed a Lenovo mobile phone inside applauded, but the external market identity of the general "circle".

While moto in Google's hands two years to be torn down pieces, the number of people from 30,000 to 3000, but Moto's most valuable hardware design team is not clearly weakened, the software capability has been enhanced, which is Moto X by the industry as "experience the best Android phone" reason. Lenovo and Moto more than 4000 developers, the Moto design team will significantly improve the retention of Lenovo mobile phone products standards.

Supply chain.

Smart phone competition to the current stage, the threshold has been greatly reduced, the supply chain has become the core competencies of mobile phone manufacturers, and volume and capital become two major factors. 2014 Lenovo +moto Global mobile phone shipments of 85 million, located in Samsung and Apple after the world's third, 2015 estimated global mobile phone shipments will be more than 100 million parts. Yang also said that Lenovo and the Moto supply chain is currently 60% of the same, the future through the integration will also improve the volume of the significant expansion of high-end products in particular, the ability to ship, will greatly enhance Lenovo's upstream supply chain premium capacity.

Electric business channels and young consumers

And millet, Huawei and other major competitors, Lenovo mobile phone in the electric business channel is still relatively low, and the average price is not high, a certain purchasing power of young fashion user group unattractive. And through the Moto maker and six big electric business platform, Lenovo in the electric business platform sales capacity will be significantly improved, and more features and differentiation.

Integrating moto and Lenovo's problems in the Chinese market

As the article said before, the 2014 domestic mobile phone brands have begun to gain a foothold in more than 3000 yuan, at the same time the domestic mobile phone market shipments in 2013 than the decline of more than 20%, into the mature machine market. From this perspective, Lenovo in the 2015 seems to have missed the best time to introduce moto in the Chinese market. In addition, Moto needs to address the following challenges in the Chinese market:

Young consumer recognition

Since 2011 China's smartphone market has been in the past three years, Lenovo mobile phone used to rely on operators to obtain a second share of the domestic market, but the excessive reliance on the operator market also led to Lenovo mobile phone brands in the young fashion crowd, but the recognition of the general. For Moto, how to get young consumers ' approval of their products at more than 3000 yuan, how to attract young consumers ' attention and interaction through the Internet and social platforms, will become the key to Moto mobile phones to reshape the Chinese market.

Open channel Construction

Lenovo is currently based on the main channels of electricity, public channels as a supplement. But including millet, mobile phone brands, in fact, are playing online channel marketing + offline channel Premium sales model, the so-called simple electrical goods can not be bigger. and Millet and glory and other brands than, Lenovo in the past in the mobile phone open market investment is not high, small and medium-sized distribution channels to Moto still hold a wait-and-see attitude. How to let the Moto offline channel to achieve the product premium, will test Lenovo's brand and channel operational capabilities.

Google's native Android system

Compared with the U.S. market, domestic users of the original Android ecosystem acceptance is not high, on the contrary, the domestic handset manufacturers based on the Android system for two of the UI development. Moto can be the first to get the latest version of Android is an advantage, but from the latest version of Android users download update speed, it is not an Android user special attention pain point. How Lenovo can allow domestic users to see the shape of some noisy icon design, will be a phenomenon worth observing.

Supply chain and capacity

Through Moto Maker can solve the user customization and personalized issues, but the Chinese users are numerous, and a wide range of Lenovo in the supply chain, capacity, logistics and other aspects will create challenges.

Lenovo's four mobile phone brands

With the release of Moto, combined with Lenovo's own brand, Vibe series, and the "Magic Factory" led by Chen Xudong this April 1, the new terminal brand will be launched, with Lenovo holding four mobile phone brands at the same time. In the Chinese mobile phone market into the final shuffle of the Red Sea game market, Lenovo how to allocate resources and energy for the four brands at the same time, will be Lenovo 2015 face a major problem.

Yang said to "one observation" to answer this question: "I hope 1-2 can succeed", then Moto will be the first to break the person?