Just arrived in China was the Chinese name Baijo the Swedish people

Erikbertman, the Swede who has just arrived in China to be the Chinese name "Baijo", is the 4th head of the Chinese region that Nokia China has replaced in the past 3 years.

Bertman (Bertman) How to translate to Chinese becomes Baijo? I don't seem to understand. But when I told him it sounded like a Chinese name for a "literary youth", he laughed happily.

Last Friday, we saw him on the first day that Nokia moved into the new office building. Do not know is because Microsoft acquired after a sudden "rich second generation", Nokia from Beijing two ring, the Lama Temple opposite the star Park in the small white building, moved to the back not far from a style of the new building, and the plight of the Network Qin to do a neighbor.

Chatting, the company was sent to China by the Nokia headquarters of the foreign executives turned out to be the Swedish national team tennis player.

"I like to do things that are challenging. "The one thing he learned from being an athlete," Baijo says, "is that if you want to be the best player, you have to compete with your best competitor." ”

It is said that during his few months in China, he visited almost every weekend with his family in Beijing's major mobile phone stores, including the telecom operators ' business Hall; inside Nokia China, he soon launched a level report that reduced and optimized first-line salespeople and managers.

' The most unique and interesting thing about the Chinese market is the competitive environment here, Baijo said. "The suitability of studying in Sweden, when it comes to competition, always says Western European markets, but after coming to the Chinese market, it's not a thing." There are reportedly nearly 400 different manufacturers in the Chinese market to launch mobile products, I believe that in any market in the world can not find a second. ”

And Alibaba's "double 11" 35 billion of the report card also let him can not help feeling: "The Chinese market is very magical!" Just three or four years ago, the double 11 Singles day was artificially turned into online shopping days, the United States in the black Friday net purchase sales less than 1.5 billion U.S. dollars, and China's double 11 is worse than 4 times times more. ”

In the interview, an interesting detail is to see the interview room in the hands of a Samsung, IPhone, Baijo smiled to everyone said, "hope that next time I see you, everyone can use Nokia's mobile phone." ”

The scene is the same as when Google chairman Schmidt came to China a few years ago. Most of the people who sat were iphone,android with Apple. But for two or three years, Android has surpassed Apple in mobile device operating systems, gaining an overwhelming market share, and China has even overtaken the US as the world's largest Android market. For Nokia, which has just been bought by Microsoft, will it be as true as Android?

Baijo, how did the athlete, who had been on the tennis court, regain the Chinese market with a 148-year-old "Old man" Nokia? How does he feel about coming to China? How to treat the hot millet? Itlady the day's media interview, to see what he said.

In the past six months, after coming to China to feel the changes in the work? What has changed in Nokia itself?

For me, six months into China, the internal task is to have all the teams around a core job, so that consumers can enjoy the best product and purchase experience. Second, in the Chinese market, the three major operators are increasingly involved in mobile phone sales, so we also adjust the team, so that our team can better interface with operators to help operators sell our products.

One of the other things I did was to reduce our reporting level in China, the simplest and most streamlined level of sales and management, and that's what I'm going to do. Today is a very important day for me and it is the first day that our entire team has officially moved into the new office building. I hope our entire team can start a new day in this new office building and have a bigger market in China.

What is the difference between you and the Russian market before you come to China?

China is the most unique market, the most interesting is the competition here, with a very competitive environment. I am Swedish, when I read in Sweden, when I talk about competition, I often refer to Western European markets. After I came to China, really understand the competitive environment in the Chinese market, where the competition is the most intense, most interesting.

Both markets, China and Russia, are both very broad and have experienced the increasingly dominant changes in operators. What is unique about China, or the most unique, is the number of competitors in the market. Recently, in the relevant data, we see that there are 400 different brands in the Chinese market to launch mobile products, which is believed to be impossible to happen and see in any market in the world.

In China, which competitors are the best in your eyes? What do you think of China's domestic brand millet mobile phone hot phenomenon?

First, we respect each competitor. Just now I said that to be the best player, you have to compete with the best opponents. The Chinese market is canglongwohu, and such an intense market may be the place to improve itself.

Local brands are worth our learning places. After I came to China, I felt very interesting. Customs when you pass the passport when the stamp, there is no satisfaction with the option, to the bank of each counter to do business is also satisfied with dissatisfaction. One of my previous bosses was Chinese from Hong Kong, and I learned that consumers in this market are very interesting and we need to learn how to meet the specific needs of our customers as quickly as we can.

I have great respect for Chinese brands, they have a lot of innovation, and not only on the mobile phone innovation, but also in the business model innovation.

How is the Chinese market going to compete with rivals?

In the third quarter of this year, we really saw the whole Lumia product line in the Chinese market. This is not just how to provide consumers with innovative, excellent products, but also in the product performance and price to find a balance between the problem.

How do we change our strategy according to the market? In China, operators have a lot of changes and development, Nokia in this time to do one thing, is to develop with operators. Just mentioned the balance point of price/performance, referring to the Nokia Lumia 520 product. Lumia 520 is the lowest price in the Lumia series products, cost-effective, this product and operators have very close cooperation, indeed we are very successful and satisfied with the product.

In fact, the sale of products and love similar, is how to show their best side. Another focus of our work is better marketing and promotion projects.

Nokia's mobile phone when the price is high, but compared with Apple, Samsung or domestic millet, price reduction, a large margin. Will this approach cause consumers to lose confidence?

In fact, I can answer from two aspects: on the one hand, for consumers, I believe that our products have a lot of innovation, very competitive, to meet the needs of consumers. On the other hand, the Chinese market does change very quickly, the competition is extremely fierce, the price of various products adjusts very quickly. We have been through a double 11 promotional activities can be seen, how to be closer to the market, more flexible response to changes in the market is also our work focus.

The Chinese market is amazing, according to my foreign Observer, who has just entered the Chinese market. From just three or four years ago man-made appearance, to now double 11 Singles Day become online shopping festival. In contrast to the very traditional American sales festival in Black Friday, China's double 11 sales are close to 4 times times that of America's black Friday. China's 11 sales close to 6 billion U.S. dollars, and the United States black Friday only 1.5 billion dollars, almost 4 times times, I think the Chinese market is very interesting.

In addition, we are very close to all types of network retailers, we fully support their promotional activities, the final pricing of products is determined by the network retailer.

Nokia Functional mobile phone business strategy what?

Functional mobile phone in the Chinese market occupies a very important position, may be some friends will not be very concerned about the products below 500 yuan. But this market is very large, consumers need to standby long, durable products. Therefore, we 500 yuan below the function handset product has the very big market.

From the full view of Nokia's product strategy, we have just released today, the Nokia Lumia 1520 this 4999 flagship products, but also has the lowest price to 150 yuan a series of functional mobile phone products. Although prices vary widely, they still have similarities:

The first is design, including 500-yuan price range of products, we have applied innovative design, color and material; second, Internet applications, functional machine products for consumers to provide a more comprehensive Internet application experience; The third is the camera technology, now you can see Nokia features mobile phones, including 500 yuan below the mobile phone, The camera function is becoming more and more powerful.

I believe you can also see a market trend, more and more people at the same time using two mobile phones, a smart phone, a function of mobile phones, consumer demand for functional mobile phone is very high, the quality is good at the same time to be beautiful, can not look very cheap. So Nokia launched a series of functional mobile phone products, both consumer demand, but also our advantage.

As the general manager of Nokia China, what is the best achievement?

I used to be a professional athlete and I used to be a tennis player in the Swedish national team. I've learned from past professional athletes that I like competition very much. Come to the Chinese market, no matter how fierce the competition, I hope I can successfully bring Nokia to a more successful state.

Nokia China as a team, we need to respond more quickly to the competitive changes across the market, which is what I want to achieve in China's second goal.

Third, we all know that Nokia and Microsoft, both in the world and China are very large companies, the two companies have a wealth of resources, experience, my other goal is to promote the two companies to integrate the best resources to promote the success of the product.